Study Tour on quality labels in France

Transcription

1 t H e S t u d Y t o u R i S S u p p o R t e d W i t H F u n d i n g F R o M : Study Tour on quality labels in France improving food Quality and safety standards in serbia s Meat sector 1 st June 6 th June 2014

2 Introduction Quality labels boast benefits for public and private sector alike with the potential for higher value added for producers, superior quality of products for consumers and greater access to foreign markets. With this in mind, a study tour to France is being organized for a group of Serbian meat producers and processors small and large enterprises alike and representatives from relevant associations and the Serbian Ministry of Agriculture and Environmental Protection. From 1 to 6 June 2014, participants will travel to Paris, in the Pays de la Loire and Normandy regions, France to meet with key stakeholders involved in French meat production and certification. The main purpose is to acquaint participants with examples of public and private quality labels in France in order to nourish their

3 discussion on the development of a Serbian standard and label to differentiate and promote high quality meat products. The study tour will address:» the role of quality labels in raising quality standards and enhancing the value and marketability of final products, within the Serbian context» practical steps required to develop, produce and market a quality label» characteristics and concrete applications of quality labels, such as the French Label Rogue;» next steps for developing a Serbian quality label, including: i) assessing consumer expectations, ii) setting up a platform for a joint public-private discussion, iii) deciding on the scope of such a label, and iv) achieving label recognition by public authorities Given that a significant proportion of Gross Agricultural Product in Serbia - approximately one-third - is derived from the livestock sector, meeting higher standards and developing recognizable quality labels would be valuable in widening export market opportunities and increasing economic returns in the sector. This capacity building activity is part of a larger project organized under the FAO/EBRD cooperation agreement, financed by Luxembourg and contributes to the achievement of FAO s Strategic Objective 4: Enable inclusive and efficient agricultural and food systems. 3

4 Daily Schedule Overview Sunday, June 1 st 15:30 17:10 19:45 20:15 21:00 Meeting at Belgrade Airport Flight departure from Belgrade Airport Flight arrival at Paris Aéroport Charles de Gaulle Transfer Airport Hotel Ibis Bastille Opéra 15 Rue Breguet, Paris Free time in Paris Vision and position of producers at national level Quality labels: policy and institutional framework 10:45 12:30 13:30 15:00 17:00 18:00 18:30 Monday, June 2 nd Group briefing at the hotel and quick lunch Meeting point: Reception Transfer Hotel Ministry of Agriculture Ground floor - 3, Rue Barbet de Jouy Meeting at Ministry of Agriculture with Ms Célia Pasquetti, director of: Sylaporc: National union of pork and charcuterie labels label-viande.com Fil Rouge: National producers association for official labels in the beef, veal and lamb meats label-viande.com Meeting at Ministry of Agriculture, Direction in charge of production agriculture.gouv.fr Meeting at Ministry of Agriculture, Direction in charge of food policy Transfer Ministry of Agriculture Hotel Free time in Paris Tuesday, June 3 rd Label Rouge: public management and promotion at national level 8:30 9:00 Transfer Hotel INAO INAO, 12 Rue Henri Rol-Tanguy, Montreuil-sous-Bois Visit to INAO - National Institute of Origin and Quality, Public institution in charge of promotion of official quality labels 4

5 The case of Porc du Cénomans Label Rouge (official label) 11:45 12:30 15:30 18:30 19:30 Transfer INAO Sablé-sur-Sarthe Lunch on the road Visit of a farm engaged in the Label Rouge certification ( Pork of Cénomans ) and discussion with producers and president of the association Transfer farm Hotel Inn Sablé 9 Avenue Charles de Gaulle, Sablé-sur-Sarthe Dinner at the restaurant L Amphora and free time 12 Rue Aristide Briand, Sablé-sur-Sarthe 7:00 7:30 8:00 10:30 12: :30 18:00 22:30 Wednesday, June 4 th Breakfast at the Hotel Transfer from Hotel to slaughterhouse Charal Bigard Rue Jean Monnet, Sablé-sur-Sarthe Visit of the slaughterhouse Charal Bigard Visit of a local supermarket Carrefour (meat counter) Lunch at Le Mans Transfer to le mans la Chambre d Agriculture de la Sarthe 15 Rue Jean Grémillon, Le Mans Meetings at la Chambre d Agriculture de la Sarthe Guided visit of the old city of Le Mans and dinner at La Réserve Transfer le mans Hotel Inn Sablé The case of Gourmandie Label, a collective private label 6:00 7:00 10:00 12:30 13:00 14:30 18:00 Thursday, June 5 th Breakfast and check-out Leaving hotel inn sablé IRQUA 6 Rue des Roquemonts Caen cedex 4 Meeting at the IRQUA - Regional Institute of Quality Transfer Caen «la FERME DU MESNIL» Le Molay Littry Lunch on the road Discussion with producers visit of the farm Farm «la FERME DU MESNIL» Transfer «la FERME DU MESNIL» Hotel Ibis Bastille Opéra, Paris 15 Rue Breguet, Paris 7:00 10:10 12:35 Friday, June 6 th Transfer Hotel Aéroport Charles de Gaulle Flight departure from Paris Aéreoport Charles de Gaulle Flight arrival in Belgrade 5

6 In-depth Schedule Sunday, June 1 st 20:15 Aéroport CDG Hotel Ibis Bastille Opéra, Paris 30 km ( 45 min) Monday, June 2 nd 11:00 Group briefing» Introduction to the study tour : themes, agenda, logistics.» Initial Q&A 12:30 Hotel Ministry of Agriculture 5 km ( 35 min) 13:30 Sylaporc and Fil Rouge Ms Célia Pasquetti Director Sylaporc and Fil Rouge» The reasons for the development and use of official labels in the meat sector» Who are the producers involved» What is the market» What is the role of the national associations of official labels in the meat sector; what are the specificities of the two associations 15:00 Direction in charge of production Mr Martin Deruaz in charge of Serbian relations Ms Maria Gras in charge of quality labels» The importance and rationale of quality labels from the policy point of view (importance of quality in agricultural policy)» The role of MoA in setting up and managing official labels and Label Rouge in particular» The resources required» Advantages and benefits compared to private labels» Rationale, specification and control system of Viande de France label 6

7 15:00 Direction in charge of production Mr Djamel Djebbari chief of the service in charge of production (source of the label Viande de France )» Comparison between Label Rouge / Produit de Montagne (mountain products) and Viande de France 17:00 Direction in charge of food policy Mr. Sebastien Remy in charge of food safety for processed meat Only for participants interested Issues on food safety and flexibility for traditional products (derogation system) 18:00 Ministry of Agriculture Hotel 5 km ( 35 min) Tuesday, June 3 rd 8:00 Hotel INAO 5 km ( 20 min) 9:00 INAO - National Institute of Origin and Quality Mr Olivier Russeil in charge of Label Rouge Ms Pauline Plazenet in charge of Label Rouge in the meat sector Ms Agnès Laszczyk external expert, with former high responsibilities in the Label Rouge federation and national and» Role and structure of INAO» The history of Label Rouge development» Data on premium pricing for labelled products» Roles of three actors: public institution / producers / consumers» Specification of Label Rouge in the meat sector» Procedure for assessing label registration requests (setting up and authorization of use)» Certification and control of the label conformity, penalties for non-conformity European chicken association 11:45 INAO Sablésur-Sarthe 259 km ( 3h) continued on next page 7

8 15:30 Visit to a farm engaged in the Label Rouge certification ( Pork of Cénomans ) Ms Dominique Huet farmer, President of the association Les Fermiers de Loire et Maine and member of INAO committee, also member and Vice- President of Sylaporc Ms Anna Bordes in charge of quality control at the association Les Fermiers de Loire et Maine» How was the Porc du Cénomans Label developed? (who, when, why?)» What are the constraints and advantages of the label, from the farmers point of view» How do they manage the certification system at farm level (traceability, internal controls)» What are the cost implications (methods and certification) and premium price?» Did the labels change their production methods?» How to ensure traceability?» What are the roles of the producers association?» How is coordination among the different stakeholders in the value chain ensured? Wednesday, June 4 th 8:00 Visit of the slaughter house charal bigard Ms Legrand in charge of buying pigs Mr Perdrix labellisation Ms Anna Bordes» What are the constraints and advantages of the labels, from the point of view of the slaughterhouse?» What are the concrete specifications that have an impact on slaughtering and transport?» How do they ensure traceability and controls?» As a company what is the impact of the Label Rouge on consumer perception?» Did they participate in setting up the code of practice? How are they involved in the management of the label?» How is coordination among the different stakeholders in the value chain ensured? 10:30 Visit of a local supermarket Carrefour (meat counter)» What are the different labels and related meat product prices in a supermarket counter?» What is their importance in terms of volume and type of segment systems organized? 8

9 14:30 Meetings at la Chambre d Agriculture de la Sarthe Ms Dominique Huet Ms Anna Bordes Ms Dufour in charge of the certification at Certipaq Mr Derouin director of «Les Viandes du Mans» (wholesaler) Mr Cabannes director at «Le Porc de la Sarthe» (association) Chambers of agriculture are regional establishments composed of technicians and elected representatives that provide technical support to and represent farmers» What is Chambre d agriculture and its role in the label management» What are the industry and customer expectations (point of view of butchers/ processors)» What is the role of the certifier?» How is certification organized (internal/ external control)?» Who is controlled? On what?» What are the certification costs?» Advantages and constraints compared to other types of certification (e.g. organic, PGI, private label)» How is coordination among the different stakeholders in the value chain ensured? Thursday, June 5 th 7:00 Hotel IRQUA 206 km ( 2h30) 10:00 Meeting at IRQUA - Regional Institute of Quality Ms Juliette Sourice quality control expert at IRQUA, in charge of the Gourmandie Label» What is the Gourmandie label? Why was it created, when?» Who are the different stakeholders (public, private) involved and their role in the management of the label?» Who are the producers involved?» What are the specifications?» What is market, the consumer target?» How is the promotion organized? What is the consumer awareness?» What are the benefits and constraints compared to an official label?» How are the certification and control systems organized? continued on next page 9

10 12:30 Caen «la Ferme du Mesnil» 43 km ( 45 min) 14:30 Discussion with producers visit to farm «la Ferme du Mesnil» Ms Francis Poussier Owner and producer» The reasons for using the Gourmandie label, what are the benefits?» What are the constraints: what does that mean in terms of production methods, slaughtering, processing, certification and controls?» What are the costs?» What is the marketing strategy?» How important is the label from a consumer point of view?» How important is the label from the producer point of view?» What is the added value of the label? 18:00 «la Ferme du Mesnil» Hotel Ibis Bastille Opéra, Paris 280 km ( 3h00) Friday, June 6 th 7:00 Hotel Aéroport CDG 30 km ( 45 min) 10

11 Contacts Ministry of Agriculture Mr Martin DERUAZ Chargé de mission CEI, Géorgie & Balkans Bureau des relations bilatérales Service des relations internationales Direction Générale des politiques agricole, alimentaire et des territoires Ministère de l agriculture, de l agroalimentaire et de la forêt Tel : +33 (0) Fax : +33 (0) Sylaporc, Fil Rouge Ms Célia Pasquetti Directrice de SYLAPORC (Label rouge Porc) et FIL ROUGE (Label rouge boeuf, veau, agneau) Tel : +33 (0) [email protected] Porc du Cénomans case Ms Dominique HUET Vice-Présidente de SYLAPORC et membre du comité national IGPLRSTG, du CAC et du Conseil Permanent Tel : +33 (0) [email protected] Ms Anna BORDES Quality control at the association Les Fermiers de Loire et Maine Tel : +33 (0) [email protected] Hotels Hotel Ibis Bastille Opéra 15 Rue Breguet, Paris Tel : +33 (0) Hotel Inn Sablé 9 Avenue Charles de Gaulle, Sablé-sur-Sarthe Tel : +33 (0) INAO Ms Pauline PLAZENET-GIROLAMI Correspondante Label Rouge Produits carnés Institut National de l Origine et de la Qualité 12, rue Henri Rol-Tanguy TSA MONTREUIL SOUS BOIS cedex Tel : +33 (0) Fax : +33 (0) [email protected] IRQUA Chambre régionale d agriculture de Normandie Ms Juliette SOURICE Chargée de mission qualité et proximité Service Agroalimentaire et Proximité Tel : +33 (0) (0) Gourmandie label case Mr Francis POUSSIER Owner of la Ferme du Mesnil farm Tel : +33 (0) [email protected] Contacts of persons in charge Emmanuel Hidier Tel : Goran Zivkov Tel : Emilie Vandecandelaere Tel : +33 (0) Olivier Beucherie Tel : +33 (0) Luca Dalla Costa In charge of logistics Tel :

12 list of Participants Mr Slobodan Sibalić Ministry for agriculture and environment protection of Republic of Serbia, Head of department for food safety of animal products, Department for veterinary public health, Veterinary directorate Ms Sanja Celebicanin Ministry for agriculture and environment protection of Republic of Serbia, Head of the unit Veterinary inspection, Veterinary directorate Ms Snezana Kumbarić Ministry for agriculture and environment protection of Republic of Serbia, Senior Advisor, Group for quality Ms Tamara Penjić Carnex DOO, Production Manager Mr Goran Ilić Yuhor AD, Quality Manager Ms Marjan Simović PTP Suvat, Owner/Manager Ms Marija Jevtić Zlatiborac DOO, Quality Control Manager Mr Goran Zivkov Center for rural development and agriculture Agrikultura, Director Mr Branko Krstić Association of pig producers Srem, Manager Mr Emmanuel Hidier FAO, Senior Economist Ms Emilie Vandecandelaere FAO, Agribusiness Economist Mr Olivier Beucherie Quality Label Expert Mr luca Dalla Costa FAO, Event focal point Ms Mirjana Pozananović Translator Mr Massimo latini Videomaker

13 Journey Itinerary of travels Paris Sablé Sur Sarthe le Mans Caen le Molay-littry Paris 1 2 Hotel Ibis Bastille Opéra 15 Rue Breguet, Paris Ministry of agriculture 78 Rue de Varenne, Paris 3 INaO 12 Rue Henri Rol-Tanguy, Montereuil-souslabels 13

14 Notes

15

16