1. Isabel Picão de Abreu Local Identity Products, Riga 2012 PORTUGAL 92.207 km2; 10,6 million inhabitants

2. Isabel Picão de Abreu Local Identity Products, Riga 2012  Rural areas: constraints and difficulties  Products Valorization Strategy 1.Intervening the product 2.Institutional valorization PDO (Protected Designation of Origin) PGI (Protected Geographical Indication) Traditional Speciality Guaranteed  Certified Products in ADER-AL’s territory: A successful case: Carnalentejana Not so successfull case: the chestnut from Marvão

3. Isabel Picão de Abreu Local Identity Products, Riga 2012 Rural areas: constraints and difficulties Low production volumes Loss of traditional know-how; Dispersion of production/ producers organizational; Age structure of the rural population; Old processing structures in agri-food sector; Distance between producers and consumers; Legislation

4. Isabel Picão de Abreu Local Identity Products, Riga 2012 Products Valorization Strategy Limitations 3 distinct levels: Associated with the territory Productive and organizational Commercial

5. Products Valorization Strategy Isabel Picão de Abreu Local Identity Products, Riga 2012 Main Objectives: 1.Vitality of rural economy and society; 2.Preserve factors of competitiveness of the territory - manufactured products, agricultural landscape

6. Products Valorization Strategy Isabel Picão de Abreu Local Identity Products, Riga 2012 Main Strategies Intervening on the product Institutional valorization: ₋PDO (Protected Designation of Origin) ₋PGI (Protection of Geographical Indications) ₋TSG (Traditional Speciality Guaranteed

7. 1. Intervening on the product Isabel Picão de Abreu Local Identity Products, Riga 2012 Integrated and complementary actions Dinamization of the local products tranformation; Approaching products to market; Improving communication and promotion; Establish an organizational commitment.

8. 1. Intervening the product Isabel Picão de Abreu Local Identity Products, Riga 2012 Dinamization of the local products tranformation: Add and retain value Promote employment and the setting of the population by the creation of small processing plants (transformation of primary products in farms + direct retail sales)

9. 1. Intervening the product Isabel Picão de Abreu Local Identity Products, Riga 2012 Approaching products to market Diversifying channels and distribution channels Marketing Integrated network of outlets for local products Commitment to Quality: Improving communication and promotion Establish an organizational commitment.

10. 2. Institutional valorization Isabel Picão de Abreu Local Identity Products, Riga 2012 “The production, manufacture and distribution of agricultural products and foodstuffs play an important role in the Community economy” Council Regulation (EC) No 510/2006 of 20 March 2006 Protection of geographical indications and designations of origin for agricultural products and foodstuffs

11. 2. Institutional valorization Isabel Picão de Abreu Local Identity Products, Riga 2012 European system for protection of food names: PDO - Protected Designation of Origin PGI - Protected Geographic Indication TSG - Traditional Specialities Guaranteed

12. 2. Institutional valorization Isabel Picão de Abreu Local Identity Products, Riga 2012 PDO (Protected Designation of Origin): Foodstuffs which are produced, processed and prepared in a given geographical area using recognised know-how -Originated in that specific place -Product quality influenced by that area’s factors -Production and processing and preparation in the defined geographical area Regulation (EC) Nº 510/2006Regulation

13. 2. Institutional valorization Isabel Picão de Abreu Local Identity Products, Riga 2012 PGI (Protected Geographical Indication): Indicates a link with the area in at least one of the stages of production, processing or preparation - Originated in a specific place -Characteristics attributable to that geographical origin -Production and/or processing and/or preparation in the defined geographical area Regulation (EC) Nº 510/2006Regulation

14. 2. Institutional valorization Isabel Picão de Abreu Local Identity Products, Riga 2012 TSG (Traditional Speciality Guaranteed): Traditional agricultural product or foodstuff recognised by the European Community for its specific character. Traditional - Proven usage on the European Community market for a time period showing transmission between generations (at least 25 years) Regulation (EC) Nº 509/2006Regulation

15. 2. Institutional valorization Isabel Picão de Abreu Local Identity Products, Riga 2012 Registered names are protected against: any misuse, imitation or evocation any other false or misleading indication any other practice liable to mislead the consumer as to the true origin of the product "style“ "type“ "method“ "imitation“ "as produced in"

16. Certified Products in ADER-AL’s territory - PDO: Isabel Picão de Abreu Local Identity Products, Riga 2012 Elvas Plums NortH Alentejo’s Olive Oil Carnalentejana Olives from Elvas and Campo Maior Carne da Charneca

17. Certified Products in ADER-AL’s territory - PDO: Isabel Picão de Abreu Local Identity Products, Riga 2012 (Black) Pig from Alentejo Cherries from São Julião Mertolenga meat Nisa’s Cheese Mertolenga Meat Alentejo’s honney Alentejo’s ham

18. Certified Products in ADER-AL’s territory - PGI : Isabel Picão de Abreu Local Identity Products, Riga 2012 Lamb from Northeast Alentejo White “cacholeira” from Portalegre Pudding and “moorish pudding” from Portalegre “Farinheira” from Portalegre “Linguiça” from Portalegre

19. Certified Products in ADER-AL’s territory - PGI : Isabel Picão de Abreu Local Identity Products, Riga 2012 Portalegre’s Apple Roasting “morcela” and baking “morcela” from Portalegre Portalegre’s painho Tolosa’s Cheese

20. Certified Products in ADER-AL’s territory - TSG: Isabel Picão de Abreu Local Identity Products, Riga 2012 Traditional veal from the “montado”: Extensive agrosylvopastoral system; Tree species belonging to the genus Quercus (oak): holm (Quercus ilex) and cork (Quercus suber) Minimum ratio of 20 trees per animal

21. A successful case: Carnalentejana Isabel Picão de Abreu Local Identity Products, Riga 2012 1992 -> General fall of the cattle prices Group of producers - sales in a concentrated 33 producers -> PDO Revenue (1992) < 1 million euros Revenue (2008) > 12 million euros

22. A not so successfull case: the chestnut from Marvão Isabel Picão de Abreu Local Identity Products, Riga 2012 Offer decentralized Price war Decreased quality Disrespect for the rules stipulated in the specifications PDO Lack of association Nowadays: City Hall of Marvão, trying to revitalize the culture of chestnuts Chestnut Gastronomic Week Annual Chestnuts Fair

23. Isabel Picão de Abreu Local Identity Products, Riga 2012 THANK YOU