The impact of labels on the competitiveness of the European food label supply chain

The report studies the impact of private labels on the competitiveness of the European food processing industry and investigates whether a system of producer indication may improve the functioning of the food supply chain. The impact is studied using economic theory and empirical and legal analysis. The study is completed with an impact assessment

Quality Markers and Consumer Communication Strategies: Empirical Evidence in the 'Very Fresh' Sector in Italy

Quality is a key factor when consumers choose agri-food products, but at the same time is difficult for them to assess. On the demand side, consumers require protection measures, and on the supply side, efficient communications need to be available to all operators, including those who cannot afford to supply their own. In this context, quality markers such as logos, brands and indications or denominations that distinguish a product from its competitors can be a strategic way of transmitting information, especially for firms which cannot afford resources for communications or their own brand name. This research analyses and assesses the role of brands and territorial markers (PDO, PGI) in enhancing and promoting “very fresh” food products, in particular fruit and vegetables. The first part of the work identifies the most widely used quality markers, and the legal and organisational aspects for some of them. The second part is empirical and includes case studies on PDO and PGI, two company brands (Melinda and Marlene) in the fruit and vegetable sector and, finally, one collective brand, “QC – Qualità Controllata” set up by a regional authority, Emilia Romagna Region. Our case studies lead to the conclusion that collective brands and indications or denominations alone are not a sufficient condition for commercial success. What is essential, on top of basic product requisites, is the organisation of supply and brand strategy.Agribusiness, Agricultural and Food Policy, Food Consumption/Nutrition/Food Safety,

Consumer Power to Change the Food System? A Critical Reading of Food Labels as Governance Spaces: The Case of Acai Berry Superfoods

This article argues that the marketing claims on food labels are a governance space worthy of critical examination. We use a case study of superfood açaí berry products to illustrate how marketing claims on food labels encapsulate dominant neoliberal constructions of global food systems. These marketing claims implicitly promise that by making careful choices consumers can resist and redress the ravages of unbridled global capitalism. Food labels suggest that consumers can use market signals to simultaneously govern our own selves and the market to ensure sustainable, fair, and healthy consumption. In response, this article develops, justifies and applies a socio-legal approach to researching food chain governance which uses the food label as its unit of analysis and traces from the micro level of what the everyday consumer is exposed to on a food label to the broader governance processes that the food label both symbolizes and effects. We demonstrate our approach through a “label and chain governance analysis” of açaí berry marketing claims to deconstruct both the regulatory governance of the chain behind the food choices available to the consumer evident from the label and the way in which labels seek to govern consumer choices. Our analysis unpacks the nutritionist, primitivist undertones to the health claims made on these products, the neo-colonial and racist dimensions in their claims regarding fair trade and rural socio-economic development, and, the use of green-washing claims about biodiversity conservation and ecological sustainability. Through our application of this approach to the case study of açaí berry product labels, we show how food labels can legitimize the market-based governance of globalized food chains and misleadingly suggest that capitalist production can be adequately restrained by self-regulation, market-based governance and reflexive consumer choices alone. We conclude by suggesting the need for both greater deconstruction of the governance assumptions behind food labels and to possibilities for collective, public interest oriented regulatory governance of both labelling and the food system