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The practice of cooking the must of grapes can be traced back to the ancient Romans: the so-called sapum was used both as a medicinal product and in the kitchen as a sweetener and condiment.
100 BC – AD 400
While travelling through the territory of the Po Plain, Henry III, Emperor of the Holy Roman Empire, asks for and is given a “very perfect vinegar” by Bonifacio, Marquis of Tuscany and father of the famous noble lady Matilde of Canossa
1046
1747
The word “balsamico” makes its first appearance in the registers of the cellars of the Dukes of Este
1933
The Italian Ministry acknowledges with an official act, the “age-long and characteristic industry of the Balsamic Vinegar in the Modena area”.
1965
The specifications of production are published in the Italian Gazzetta Ufficiale (Official Gazette).
Finally the European Commission adds Aceto Balsamico di Modena to the register of PGI (Protected Geographical Indication) productions.
2009
A simple product?
A kind of vinegar?
A generic dressing?
What do you think?
BALSAMIC VINEGAR OF MODENA: WHAT IS IT?
PRIVATE BRANDS
•They tell the story of a single company
•They guarantee quality
•They ask the consumer to trust them
PRIVATE BRANDS (2)
• Individual and private approach
•Quality and innovation of products
•Huge economic capability to communicate
•Worldwide competition
• International protection
What we created through GI is another kind of IDENTITY link to cultural roots
GEOGRAPHICAL INDICATION
A CULTURAL IDENTITY
• Common land and terroire
• Common history
• Common traditions and culture
• Shared know how and savoire faire
• Link with the stories of families and companies
THE MARKET
The consumers FEEL the richness of meaning of GI identity because:
•We need to eat and to find meaning
•We need sustainable stories
•We need shared social value
TOTAL PRODUCTION OF CERTIFIED ACETO BALSAMICO DI MODENA IGP
year litres var. 2013 86.701.448 \ 2014 97.536.596 11,11% 2015 93.268.441 -4,58% 2016 95.147.171 1,97% 2017 97.539.101 2,45%
* These values account for both the production of Balsamic Vinegar of Modena PGI sold “as is”, and the portion destined to compound products (dressings, creams, condiments ...)
€ 1 billion SALES TURNOVER
€ 400 million PRODUCTION TURNOVER
2017 TURNOVER OF ACETO BALSAMICO DI MODENA IGP
•Vinegar houses 84
•Bottlers 179
•Vineyard owners 4211
•Wineries 114
•Must producers 69
THE PRODUCTION CHAIN
THE ABM SCALE
• From local business to global one
• The production of Balsamic Vinegar of Modena is restricted to the sole Modena area
• 92% of product exported outside Italy
• 50% of product exported outside Europe
• ABM producers as interesting business for foreign investors
THROUGH GI SYSTEM
• We built a sector and not only a few companies’ system
• We created a rural and a commercial community
• We linked the business to a rural area
• We created a sustainable tool at social, economic and enviromental level
THROUGH GI SYSTEM (2)
• We created a collective IPR
• We saved and protected collective interest
• We promoted the awarness of history, tradition and culture of a region
• We created business possibilities
• We increased the value of raw materials and final products
THROUGH GI SYSTEM (3)
•We helped the regional rural development
•We increased the value of the agricultural sector
•We changed the public behavior of consumers
•We provided guarantees for consumers
•We gained their trust and engagement
WHY DID WE CHOOSE GI?
We believe that:
•Business should start to see itself differently
•Going from individual vision to community vision
• In order to be able to create a SHARED SOCIAL VALUE
GI CREATES SHARED SOCIAL VALUE
Because GI is a shared system managed by rural community, institutional community,
business community together
A SHARED SYSTEM WHERE:
• IPR are shared
• Rules are shared
• The name and logo are shared
• The communication and enforcement are shared
• The cost and the value are shared
• The decisions are shared
GI CREATES SHARED SOCIAL VALUE (1)
Because GI is a social system: his main goal is to protect and to increase the value of all public tools and collective interests
linked with the geographical area
GI CREATES SHARED SOCIAL VALUE (2)
• Strenghtens farmers’ work and agricoltural activities
• Increases the value of raw materials and agricoltural products
• Promotes more balanced B2B relationship between farmers and distribution chains
• Stimulates the consumer request for quality (non generic) products
• Promotes turism opportunities
GI CREATES SHARED SOCIAL VALUE (3)
• Increases the the Region’s economical potentialities
• Promotes more agricolture than industries
• Provides opportunity to work in their own land and Region
• Preserves the landscape
• Promotes ethic competition
• Provides business for individual and family companies
THE MAIN STAKEHOLDERS
•Producers and farmers’ organizations
•Interprofessional councils
•Public authorities (Government)
PUBLIC AND PRIVATE TOGETHER
• To manage and to protect public tools, interests and rights
• To promote common rules and procedures
• To create skills and competences
• To guarantee controls and certification system
• To gain international protection
THE PROCESS (2)
•Product specification
•Designation/name of the product
•Government/public authorities
•National law and procedures
BRIEF HISTORY
The first Consortium of producers associated with Balsamic Vinegar of Modena was founded in 1993, by just ten producers.
Its goal was that of being granted recognition to the product as Protected Geographical Indication - PGI: the registration application was submitted the following year.
«SELF CONTROL»
In 1998, the Consortium issued its first internal regulations.
In order to protect the denomination and the consumers, and to ensure better quality of the product, partners had to comply with specific procedures and production methods.
After years of unremitting efforts by the Consortium, in close collaboration with MIPAAF (Ministry of Agricultural, Food and Forestry Policies), the PGI certification for Aceto Balsamico di Modena was granted by the European authorities in July 2009.
PGI STATUS
STRONGER TOGETHER
The Consorzio Tutela Aceto Balsamico di Modena (Consortium for protection of Balsamic Vinegar of Modena) was reborn in its current form in December 2013, bringing together 50 Companies, so that their activities of protection and promotion of the product could have greater impact, both in Italy and abroad.
In 2014 the current Consortium was formally recognized by MIPAAF (Ministry of Agricultural, Food and Forestry Policies) as the only Consortium for protection of Balsamic Vinegar of Modena. Now the task of the agency is to carry out public functions of promotion, defense and protection of the product.
RECOGNITION
ACETO BALSAMICO DI MODENA PGI
BALSAMIC VINEGAR OF MODENA
ACETO BALSAMICO DI MODENA PGI INVECCHIATO
BALSAMIC VINEGAR OF MODENA AGED
Only the producers associated with the Consortium are allowed to display the Consortium logo on the label.
THE CONSORTIUM SEAL
NOW 1/2
The Consortium is the keeper of the product specifications and a key discussion partner in all questions concerning the product.
It is also its “voice”: it promotes knowledge about Balsamic Vinegar of Modena and enhances its culture.
Today the Consortium brings together 50 companies and represents 98% of the annual certified production of Aceto Balsamico di Modena PGI.
The Consortium operates on three distinct levels:
• it monitors the markets and defends Balsamic Vinegar of Modena against imitations;
• working alongside the Ministry, it studies and implements the regulation of all aspects of production and of quality controls;
• it promotes the product and its characteristics, taking part in trade fairs and events and communicating with the media.
NOW 2/2
MONITORING
Business monitoring, involving mainly correct labelling and presentation of the product, is carried out by the Consortium itself, by supervisors qualified as public security agents.
The relevant public security bodies collaborate with the Consortium: ICQRF – Institute of Quality Control and Fraud Repression, NAC – Carabinieri Anti-fraud Units, NAF – Agri-food and Forestry Unit.
inspections at large retail chains, grocery stores, exhibitions and producers – joint interventions with and reports to
ICQRF (Italian Ministry) – checks on the production of compound products with BVM – amendments to marketing messages at point of sale – amendments to web sites – approved labels for compound products with BVM
MONITORING 2016 – BY THE CONSORTIUM
audits – sampling of product ready to be certified as Balsamic Vinegar of Modena – sampling of cooked and/or concentrated grape must – non-compliances occurred during documental and on field audit, of which severe non-compliances – approved labels for Balsamic Vinegar of Modena
MONITORING 2016 – BY CSQA CERTIFICAZIONI
points of sale visited – survey – samples collected – Countries
involved: Austria, Belgium, France, Germany, Holland, Luxembourg, Spain, Switzerland, United Kingdom.
MONITORING 2016 – BY OTHER PARTNERS
The task of the Consortium is also to promote knowledge of Balsamic Vinegar of Modena and spread its culture. To this end, and in order to protect the product, the Consortium is part of national and international organizations such as AICIG – Italian Association of Geographical Indication and oriGIn – Organization for a International Geographical Indications Network.
PROMOTION
CERTIFICATION
For the verification of compliance with product specifications, the Consortium collaborates with an independent authorized control body.
The current body, commissioned directly by the Italian Ministry, is CSQA Certificazioni.
KEY FACTORS FOR SUCCESS OF GI SYSTEM
The geographical ORIGIN as a sign of a renewed
concept of «Quality»
• Link ORIGIN with quality made by natural and human factors
• Link origin with regional culture, history and traditions
• Link origin with the land’s beauty, hospitality and tourism
• Link origin with sustainability
EXTERNAL KEY FACTORS FOR SUCCESS OF GI SYSTEM
EXTERNAL KEY FACTORS FOR SUCCESS OF GI SYSTEM (2)
• Link origin with ethic and shared values
• Link origin with transparency (rules, methods, ingredients)
• Link origin with public guarantees
• Link origin with a safety system
• Link origin with public actors: associations and Government
INTERNAL KEY FACTORS FOR SUCCESS OF GI SYSTEM
•Quality control and certification
•Common production rules
•Enforcement and protection
•Communication
NEW CONDITIONS OF SUCCESS (2)
Producers:
to protect their activities and rights, to increase the value of raw materials and
final product
NEW CONDITIONS OF SUCCESS (3)
Consumers:
A new kind of quality made by tangible and intangible values - organoleptic,
ethical and social
NEW CONDITIONS OF SUCCESS (4)
The GI system and logo and the idea of authenticity is the way to connect the producer’s and consumer’s request