Multifunctionality and value creation in rural areas of southern Italy

The paper focuses on a new theoretical-methodological approach to interpreting functional transformation processes of farms located in rural areas and marked by a delay in development. We have defined a theoretical paradigm of optimal value portfolio (OVP) which considers -in a new light- multifunctional agricultural farms as an ensemble of governance structures optimizing the creation of value. The need to validate the OVP functionality has led us to identify a new methodological approach referred to as the Value Portfolio and Multifunctional Governance Analysis (VPMGA). This analysis embeds value chain analysis and governance value analysis and at the same time attempts to overcome the “sectoral” limits representing also a new and further development. We deem, in fact, that the VPMGA best responds to the specificities of multifunctional agricultural farms. Through the VPMGA we have identified four determining family variables which are internal and external to the farm (internal resources, market, territory, policies). We have also assessed the functional links with the boundary shift processes and the mechanisms governing transactions and the creation of an optimal value portfolio. We have empirically verified this approach on selected agro-food chains which are located in rural areas characterized by different levels of development. From the findings we have defined various ideal types of farms that allowed us to make future scientific assumptions and highlight normative implications for improving managerial decision-making processes based on the VPMGA model. In this way, the VPMGA can be a tool to inform policy makers, especially in the light of the new challenges facing rural development.multifunctionality, rural development, positive externalities, value chains, Community/Rural/Urban Development, Q12, Q18, Q19,

Agro Food’s Quality Signs and Free Movement of Goods. What Strategies for the European Operators?

Several recent cases judged by the Court of Justice of the European Communities have raised interesting issues on the possibility for operators of food chains to use national quality signs indicating a territory of origin, different from the European regulatory ones (Protected Geographical Indications). These various attempts from France, Germany and Belgium were all condemned as protectionist policies contradicting the free movement of goods between Member States in the European Market. However, the condemned national policies can be seen as defending the viability of specific kinds of activities (of small enterprises) in specific places (rural areas). These cases as a consequence, form a good illustration of the difficulty that a government faces while trying to make compatible the protection of certain traditional activities with free markets. Exploring this idea, the presentation of the court rulings is developed in the first section. In the second section, the economic theoretical categories these cases raised are investigated. This helps to answer to the question of the best way to ensure market niches through products’ quality in the context analysed. Collective trademark as a form of intellectual property right is in particular highlighted. The third section considers the Court decisions on this basis.Free Movement of Goods, Geographical Indications, Collective Trademarks, Agribusiness,

The paradigm of consumer-driven and responsive supply chains: An integrated project approach

This paper describes an integrated project approach that forms the basis of the studies on consumer-driven innovative and responsive supply chains in ISAFRUIT Pillar 1. This integrated approach leads to a wide range of indepth results on trends, preferences, and innovativeness of the European consumer in the context of fruit, and on product innovation, chain innovativeness, and transition strategies for the European fruit industry. Differences ill, for instance, preferences for different fresh, prepared, and processed fruit products across consumers and across consumption situations, and differences in consumer innovativeness in the context of novel fruit products, lead towards a cross-cultural European segmentation and a variety of consumer-driven fruit chain strategies to valorise the added value of fruit products. Inputs from social, natural, and technical sciences are combined to optimise true consumer-driven innovativeness

Crafting Next Generation Eco-Label Policy

Eco-labels present a promising policy tool in the effort to achieve sustainable consumption. Many questions remain, however, about the extent to which eco-labels can contribute to sustainability efforts and how to maximize their effectiveness. This Article deploys research from evolutionary psychology, behavioral law and economics, and norm theory to offer specific insights for the design and implementation of eco-labels to enhance their influence on sustainable consumer choice. Notably, this research suggests possibilities for eco-labels to shape or expand consumer preferences for green goods, and thereby enhance eco-label influence on consumer behavior by extending it beyond eco-minded consumers. We suggest that public exposure of the label (so that people see it) and the exposure of the purchasing behavior (so that other people can see that you have bought the product) are key elements to the success of eco-labels--the social context around product purchasing may be as important as the eco-label itself. We recommend that behavioral insights be used to improve eco-labeling as traditionally understood by incorporating knowledge about behavioral tendencies into label design so as to allow for more accurate matching of consumers\u27 preexisting environmental preferences to eco-labeled goods, and develop next-generation eco-labeling policy with the potential to significantly expand the market for eco-labeled goods. Specifically, 1) Eco-labels could be purposefully designed and implemented to attract consumers motivated by social norms; 2) Eco-labels could appeal to a wider range of abstract norm alternate more broadly or locally accepted and strong abstract that are stronger and/or more broadly accepted or locally-salient; and 3) Eco-labels could highlight private, near and near-term benefits