Consumer expectations towards origin-claimed food products. Compensation and acceptance for global trading system

Origin- claimed food products mainstream gives diverse features over the world. The food labelling practices based on origin or provenance are frequently developed as a reaction to global trading system: private and NGO's initiatives (Fair Trade), enterprises in UK (Local Foods) and USA (Food Alliance), medals for winners in local exhibitions awards, or public regulation in European Union (PDO, PGI, Organic Farming). These practices claim at reaching consumer expectations. For a consumer who is frequently being uprooted and is stressed by his/her urban environment, the emotional content of where one's food is produced is greater than ever. With a longing for one's home, the consumer becomes an identity seeker. Origin, organic or fair trade food products respond to this need of native tangs revival. Such food products help consumer to identify his/her lost roots, to have recall of exotic holidays, to resist against ethical values' decline and finally to accept globalisation of food trading system. Because of their historical and cultural content, these foods give a meaning to taste. The demand for origin, organic and fair- trade food products is to be found somewhere between lifestyle habits and changes. The future of these products is supported, strangely enough, by the development of novel food products such as fat - or sugar - free foods, restructured meat, alcohol- free wine, and GMOs. The reference to tradition makes modernity tolerable. The arrival of High Tech food products should also result in a demand for compensatory products, and thereby favour those that can help to remove the guilty feelings of ready- to- eat consumers. Therefore, origin- , organic- and fair- trade- labelled foods seem to contribute to the modern food globalisation. The paper focuses on the place of these products within European food consumption. It examines in turn the rare estimation of market share of labelled food products, and their consumers' perception and purchasing behaviour in different sales channels, with a special focus on fair- trade and organic farming. It concludes with consideration of the marketing dynamics, which should be followed in order to favour consumption of origin- claimed food products.fair- trade, organic farming, consumer expectations, food, Food Consumption/Nutrition/Food Safety,

Range and Limit of Geographical Indication Scheme: The Case of Basmati Rice from Punjab, Pakistan

Basmati is well renowned as the most aromatic rice over the world. Populated urban markets are prone to accept a premium to Basmati, whom price is the highest for rice on trade and domestic markets. Punjab province represents 90% of overall Basmati rice production in Pakistan since immemorial times. This area forms the genuine alluvial lands appropriate for Basmati cultivation. Due to its price premium, some opportunist behaviors appear such as cropping blending of polished long grain from other varieties. The need of protection is clearly documented, but the registration of a Geographical Indication, will probably increase Basmati market shortages.Basmati rice, Marketing, Commodity chain, Geographical Indication, Pakistan, Marketing, Q10, Q13, Q15,

How is Modernity Accepted by Consumers with Respect to Traditional Food Products? The Case of Traceability

Up till now, no researches have been done on consumers’ acceptability of new technical supporters of traceability, especially for traditional food products. Therefore, in the framework of the EU research project TRACE, we carried out focus group discussions, individual laddering interviews (with hierarchical value maps) and a choice-based conjoint experiment. Traceability is a fashionable word with different meanings whether it comes to producers or to consumers. The formers link it to technical aspects while the latter see in it a path for safe and good quality food products. How to intersect these two dimensions when advertising trend and consumer expectations are focusing on traditional food products? In France, consumers are familiar with the word traceability, however, they are not aware of the new supports of food traceability. They are still not ready for sophisticated systems and prefer the labeling ones. The more abstract the traceability support is, the more complex traceability seems to be perceived by them. Interestingly, we questioned consumers on traceability supports, they mainly responded on origin and label of origin as a simple way to track food products. This indicates that traditional origin labeled food products are considered as naturally tracked, while industrial products are perceived to come from a less identifiable source, and are better accepted with the guarantee of brand.Traceability supports, traditional, consumers, Consumer/Household Economics, Food Consumption/Nutrition/Food Safety,

Consumers' perception of food traceability in Europe

Food traceability has become mandatory since 1st January 2005 in the European Union. Traceability of products and activities in the supply chain has become a new factor of competitiveness in agribusiness and is deemed to be an important criterion of perception of food product quality and safety for consumers. This paper has three objectives: i) to get a deeper understanding of the role of the "ability-to- trace" in consumer decision- making process with respect to food, ii) to measure consumers' acceptability for food traceability, iii) to check the differences of these matters across twelve European countries in order to highlight any specificity. The purpose is based on the analysis of the verbatim recorded within twenty four focus groups discussions carried- out in autumn 2005.Food Traceability, Consumer Attitudes, Focus Groups, European Countries, Food Consumption/Nutrition/Food Safety,

The Effect of Terroir on Wine Business Model in Burgundy: To Make Wine or to Sell Harvest?

The paper explores the strategies of the wine stakeholders with respect to outsourcing versus integration of the wine-making process by analyzing original and recent data issued from the companies producing wine in Burgundy. Our research question is: Does terroir matter for wine business model between staying viticulturist or becoming winemaker? We investigate this question within the mosaic of the Burgundian vineyard. A Principal Components Analysis highlights the latent variables explaining the different strategies of stakeholders in Burgundy, and a cluster analysis tries at identifying the differences existing between the winegrowers, with a special focus on the viticulturists and the winemakers. The results show that the strategies of the Burgundian wine stakeholders with respect to outsourcing vs. integration differ according to the level of Appellation d’Origine. Consequently the terroir operates as discriminant factor between outsourcing whether integrating some, if not all, of the stages of the wine-making process, including sales. Each sub-region of the Burgundian vineyard has a specific business model strongly related to the territory nesting the wine estates

Minimum Quality Standard and Premium Private Labels

Cet article propose une étude théorique des nouvelles générations de Marques de Distributeurs dans le secteur alimentaire. Nous proposons un modèle original de relation verticale, intégrant l'existence d'un marché intermédiaire de type concurrentiel (marché spot) parallèlement à la mise en place d'une relation contractuelle privilégiée entre une partie des producteurs amont et un distributeur. On montre alors sous quelles conditions les producteurs impliqués et le distributeur vont effectivement mettre en place ce type de démarches. Il apparaît néanmoins qu'à l'inverse des producteurs, les distributeurs et les consommateurs peuvent préférer une amélioration légiférée de la qualité par un renforcement des standards de qualité minimum.Relations verticales;Grande distribution;Sécurité sanitaire;Standard de qualité minimum;Marques de distribution

Retailer-led Regulation of Food Safety : Back to Spot Markets?

At the end of the 1990s European retailers had significantly contributed to restructuring fresh agricultural product food chains (meat, fruit and vegetables), and had turned away from spot markets in order to create their own supply chains, based on private technical requirements and verification systems usually managed from within the firm. However, over the last few years a second type of system has appeared, as the range of standards adopted by retailers has been broadened to include generic standards common to several retailers. A telling example of this new approach is provided by the EUREPGAP protocol. In this paper we propose a theoretical analysis of this new procedure and its possible impacts.food safety, spot markets, retailer, supply chain, Food Consumption/Nutrition/Food Safety,

Food Safety, Liability and Collective Norms

Afin de renforcer la sécurité sanitaire des produits alimentaires, la grande distribution met en place un certain nombre de normes restrictives sur le référencement des producteurs. Cet article étudie le fonctionnement économique de ces normes, dans le cadre d'une formalisation des relations verticales producteurs-distributeurs. Le modèle d'analyse intègre à la fois un risque endogène de marché (lié à l'adoption ou non des normes sécurisées par les agriculteurs) ainsi qu'un risque de pénalité pour les distributeurs défectueux (en cas de crise sanitaire). Nous montrons comment ce dernier principe de politique publique, dit de « responsabilité », explique en partie l'action coordonnée des distributeurs et peut de fait influencer le risque sanitaire.

Effect of Information on Appreciation of Red Wines

The aim of this study is to identify if consumers’ knowledge about wine is a factor which contribute to change wine appreciation. A consumer survey was carried-out in France in 2014 with 407 consumers. The test was focusing on sensory evaluation of 37 red wines from Bourgogne. Two ways of evaluation were used visual and smell-&-taste evaluation. This was done first, without any information about sample, second, with information about wine. Consumers were asked to fill-in questionnaire focusing on their knowledge about wine.The results are significant whatever the way of evaluation used. Some participants were heavily influenced by the information displayed and they modified their note positively. Connoisseur and Expert clusters appreciate more the wines tasted than Amateur or Novice ones. Information and gender have a significant impact on appreciation of Burgundy red wines