Upload
rufina
View
28
Download
4
Embed Size (px)
DESCRIPTION
Social capital and promotion of local agri-food products. dr Anna Kłoczko-Gajewska Warsaw University of Life Sciences – SGGW [email protected]. Products protected by EU law (1/3). Geographical Indication: comes from certain area, place or country - PowerPoint PPT Presentation
Citation preview
Social capital and promotion of local agri-food products
dr Anna Kłoczko-GajewskaWarsaw University of Life Sciences – SGGW
Products protected by EU law (1/3)• Geographical Indication:
– comes from certain area, place or country – the quality or characteristics are significantly or exclusively
due to a particular geographical environment – production, processing OR preparation takes place in the
region
• Designations of Origin– comes from certain area, place or country – specific quality, reputation or other characteristics
attributable to that geographical origin – production, processing AND preparation takes place in the
region
Products protected by EU law (2/3)
• Specifically Traditional Products Guaranteed – produced in a certain way for at least decades– based on the tradition and culture
All three protected from:– any direct and indirect commercial use of the name – any imitations : „method…”, „in the style of…”
– any other false or misleading indication
Products protected by EU law (3/3)http://ec.europa.eu/agriculture/quality/door/list.html;jsessionid=pL0hLqqLXhNmFQyFl1b24mY3t9dJQPflg3xbL2YphGT4k6zdWn34!-370879141?locale=en
• Czech Republic – 32 (4) (olomoucké tvarůžky )
• Poland – 36 (kabanosy)
• Slovakia – 14 (4) (oravský korbáčik)
• Hungary - 12 (budapesti téliszalámi)
What about other products?
• Coutry regulations, which cannot interfere with EU regulations
• Some specific branches (wines in France)
• Other lists (traditional products in Poland)as a „first step”
Definition of social capital
• “Intuitively, the basic idea of ’social capital’ is that one’s family, friends and associates constitute an important asset, one that can be called upon in a crisis, enjoyed for its own sake or leveraged for material gain“ (Woolcock)
• “the norms and social relations embedded in the social structures of society that enable people to coordinate action and to achieve desired goals” [Narayan;2002]
Multidimensionality of social capital
• Units of observation:– Macro (country level)– Mezzo (associations)– Micro (individuals)
• Concepts of social capital– Structural vs cognitive– Bonding vs bridging
Types of social capital: structural vs cognitive
• Structural– information sharing– collective action (e.g. producer groups or informal help)– collective decision making– …
…through established roles and social networks, rules, and
precedents
• Cognitive:– norms and values – trust – attitudes and beliefs – …
Types of social capital: bonding vs bridging
• Bonding:– groups of people relatively more alike– help to „get by“
• Bridging:– groups of people of different kind – help to „get ahead“
many groups simultaneously bond along some social dimensions and bridge across others
Bonding social capital
Positive outcomes:
• Strengthening links within a group• Higher solidarity and mutual trust• Predictability of actors’ behaviour• Possibility of getting help in need• Willingness to act together• Securing following rules and norms
Bonding social capitalNegative outcomes
For non-members
• (Unintentional) excluding non-members from possibilities
• Hostility towards non-members
• Using ties against other groups (mafia)
For members
• Reinforcing inertia
• Lack of privacy
• Demanding conformism from members
• Strong norms and sanctions impeding development
Bridging social capital
• Positive outcomes– Creating inter-group networks– Better exchange of information– Building social inclusion
BUT there is no evidence of influence on – creating solidarity – making people cooperate
Influence of of bonding and bridging social capital on development
Source:based on [Woolcock, Narayan; 2000]
Diversity of social networks
Welfare
Bonding
Bridging
Results of the operating of social capital
• In human capital (spread of knowledge)
• In physical capital (jointly built objects)
• Reducing transaction costs
• Reducing collective actions dilemmas
• Social sphere (trust)
• Some negative outcomes, as well
Examples of social capital initiatives (1/2)
• Partnerships between authorities – Joint policy development
• Public-private partnerships– Joint policy development– Empowering rural enterprises
• Traditional business clusters and networks
Examples of social capital initiatives (2/2)
• Business networks for the joint distribution of rural products *
• Business networks focusing on unique selling propositions *
• Business networks strenghthening local tourism sector *
Source: http://www.pkky.fi/Resource.phx/pkky/hallinto/english.htx
Business network for the joint distribution of rural products: Finland, North Karelia
• Local food manufacturers jointly selling their products to institutional kitchens and restaurants
• Initiated by a public institute for adults’ education
• Courses, seminars, study trips, consultancy, project manager
• After 3 years „own shop” was established (wholesale and retail)
• Products joinlty promoted in supermarkets
Joint distribution of rural products in North Karelia - impact
• Creation of 10,5 full-time jobs
• Increase of the products’ value
• Creation of several new products
• Using new marketing materials and channels
Sources: http://pl.wikipedia.org/wiki/Nawarra_(prowincja), http://www.navarra.es/home_es/Gobierno+de+Navarra/Organigrama/Los+departamentos/
Desarrollo+Rural+Industria+Empleo+y+Medio+Ambiente/Acciones/Planes+especificos/Acciones+medio+ambiente/Conservacion+de+la+biodiversidad/
Montes+de+la+Valdorba.htm
Business networks focusing on unique selling propositions: Spain, Valdorba
• Strucured and holistic concept of sustainable management of wild mushroom production
• Partnership of local authorities, educational institutes, public and private enterprises
• Basing on well-defined and set structure for social and economic development
• Beginning with multidisciplinary study of the characteristics of the region
• Regular meetings for agreement on actions, speeches, conferences
Unique selling propositions in Valdorba - impact
• Development of rural eco-tourism sector linked to mushroom activity (30% increase in rural hotel occupation)
• Selling truffles jointly with other local products = 30% incerase in price for truffles
• Great progress in providing basic services, eg. water supply, rubbish colection, Internet, social events
• Development of local rural leaders
Source: http://fringewine.blogspot.com/2013/05/welschrieslingolaszrizlinggrasevina.html
Business networks focusing on unique selling propositions: Hungary, Villany
• Vine tour: partnership of local authirities and small private enterprises
• Initiated by local authorities, in order to fight with recession and depopulation
• Study trip abroad, cheap loans, trainings, mutual information sharing, half-formal meetings
• Certificates, road signs with pictograms, internet sites, brochures, study-tours, events
Unique selling propositions in Villany - impact
• 3500 points of wine drinking
• 70 certified services (shops, restaurants, craft, museums, etc.)
• 900 beds for tourists
• Tourists stay for longer and use more services
• Since 1994 number of toursts have risen significantly
Thematic villages
• Make the village recognisable
• A unique topic to attract tourists (mostly services and impressions, but also particular products)
• Needs a plan accepted by the villagers
• Not a main source of income, sometimes just making the village a better place to live
Key success factors
• Strong leader
• Elites engaged in the process
• Norms of cooperation
• Existing institutions
• Success of the first action
• Flow of information
How easy is it to create and to destroy social capital?