VLABInstruction Ver 4.0.doc (A) DESNET Identification Name Address Web site E mail Friuli Venezia Giulia Food Industry District Consorzio del prosciutto di S.Daniele Via Umberto I 16, 33038 S.Daniele del Friuli (UD) Italy www.prosciuttosandaniele.it info@prosciuttosandaniele.it Identification Keywords issues Products Sector Terms of process English national language (Italian) software & application Software & applicazioni Information & description Informazioni & descrizioni method Metodi Objects & systems Oggetti & sistemi automotive Automobilistico Plastics Materie plastiche chemistry Chimico Food & beverage X Natura & ambiente Pharmaceutical Farmaceutico aerospace Aerospazio Financial Finanziario Services Servizi advertisement & media Media & pubblicità nature & environment Natura & ambiente architecture Architettura biology Biologia electronic & computer Elettronica & computer education & science Scienza & educazione authorities & federations Istituzioni & federazioni engineering Ingegneria manufacturing Manifatturiero Research & development Ricerca&Sviluppo service Servizi 1
marketing Marketing production X Produzione design controlling cooperation communication coordination Design Revisione & controllo Cooperazione Comunicazione Coordinamento Links to the Main CODESNET Issues Operation Structure (OS) Organization Arrangement (OA) Interactions with SocioEconomic Environment (ISEE) Short description of the industrial DESNET and of its products and/or services distribution of production operations & volumes employment of different skills optimizing of logistic transport capacities over internal links communication of management responsibilities and information negotiation of internal agreements/ control mechanisms, or agreements with external bodies selecting of assure best efficiency/ effectiveness of organization chart or coordination strategy negotiation of commercial agreements with client/supplier for max profit for the network deciding of a network innovation program by the partners and negotiated with financiers forecasting of dynamic evolution of a network Distribuzione delle attività di produzionje e volumi Utilizzo di competenze diverse Ottimizzazione delle capacità logistiche e di trasporto su collegamenti interni Comunicazione delle responsabilità di gestione e informazione Negoziazione di accordi interni/ meccanismi di controllo o accordi con enti esterni Efficacia della struttura organizzativa o delle strategie di coordinamento Negoziazione di accordi commerciali con clienti/fornitori per max i profitti della rete Definizione di programmi di innovazione di rete e loro negoziazione con finanziatori Previsione di evoluzione dinamica di una rete Links English native language Strong Points explained Further information 2
Network Overview Network type Distribution on the region General Information Qualitative Information Production District with 33 firms producing matured aircured ham (PDO S.Daniele Ham) Municipality of S.Daniele del Friuli in the Province of Udine, Italy Personnel / skills Production stages: chilling, trimming, salting, pressing, rest, washing;drying, coating open surface with fat;maturing exclusive stages: pressing Coverage of product market 14% of Italian ham consumption (2002) Estimated annual sales 36.222.549 Kg of Ham produced in 2005 (= 2.567.792 hams) Area description Average firm dimension Export volumes of the DESNET population of S.Daniele Municipality 7965 (census of 2003); altitude 276m above sea level The majority are family businesses, with 68 bigger industrial companies 80% sales in Italy; 20% sales abroad (mainly France, Germany, Austria, USA) Operation Structure Qualitative Information Division of labour among firms Organization of logistics and distribution Horizontal district (same production stages carried out in every company) Degree of concentration of production The bigger firms control the entire supply chain, while smaller one are active in the stages mentioned above 3
Logistic bodies; carriers; personnel Applied ICT technologies Traceability and production tracking solutions Organization Structure Qualitative Information Agreements and control mechanisms among partners Responsibilities in the network Existence of collective agreement with external bodies The Consorzio del Prosciutto di San Daniele is the strategic driving force behind the hamproducing process. It is the "guardian of the common heritage" and the owner of the San Daniele "brand". The Consorzio has the following responsibilities: controls, surveillance, technical standardisation, promotion and consumer information, services to production sytem, interprofessional chain body In the framework of European Union safeguards, Italian Law no. 526 dated 21 December 1999 assigned to the Consorzio the new status of holder of the regulations, and interprofessional body with erga omnes (extending to the entire community) regulatory powers. To ensure the compliance of the San Daniele prosciuttomaking process with the provisions of EEC Reg. 2081/92 and 1107/96, with which the European Community registered the DOP status of San Daniele prosciutto, the Consorzio promoted the constitution of this independent thirdparty body, which includes consumers representatives among its members. Existence of larger leading firms in the DESNET There are aprox 6 large industrial leading groups Type of coordination body & function Consorzio carries out the following functions: holds the DOP production specifications and is part of the base making up the control body which independently certifies the conformity of Prosciutto di San Daniele; makes regulatory discipline proposals, including those implementing the registered production specifications, and carries out consultative duties relating to the Prosciutto di San Daniele DOP; defines programmes of structural measures and technical modifications to ensure the continuation of the high quality standard laid down by the production specifications for health and hygiene safety, 4
and the chemical, physical, organoleptic and nutritional parameters of the product sold. promotes interprofessional agreements in accordance with the methods laid down in the statute and forecasting implementation plans, if applicable, in compliance with art11 of DLgs 173 /1998; active surveillance, acting through its own inspectors, to identify and suppress any fraudulent production or commercial practices, also safeguarding the San Daniele prosciutto trademark internationally; defining technical and production standards for all sectors, including pigbreeding, abattoirs and hammaking establishments; service and support for the common interests of hammaking companies, with particular emphasis on assistance in nondomestic markets; promotion, education and consumer information; providing an interface between the San Daniele prosciuttobased economyand the rest of the Italian system; Type of organization structure N. leading firms, average size of leading and ancillary firms In the framework of European Union safeguards, Italian Law no. 526 dated 21 December 1999 assigned to the Consorzio the status of holder of the regulations and interprofessional body with erga omnes (extending to the entire community) regulatory powers, extending the Consorzio s membership base to stock breeders. 2 leading firm (8001000 employees; aprox 350 Mln Euro annual income) 5
Interaction with SocioEconomic environment Marketing strategies Qualitative Information The Consorzio undertakes promotional and consumer information activities both in Italy and abroad, channeling to that end the resources that producers earmark for the purpose. It organizes ARIA DI FESTA, an annual event that since 1985 has revived the ancient tradition of celebrating the "feast of San Daniele prosciutto". Nearly 500,000 visitors from many different countries arrived for the fourday feast in 2005 to visit the hammaking establishments (which were opened to the public for the occasion) and to enjoy slices of the over 6,000 hams consumed during the event. Between 1988 and 2005, promotion and consumer information activities involved investments for a total of more than 19million Euro. Promotion has to take the form of messages whose characteristics will affect the perceived quality of the product. Degree of integration of the DESNET with its local labour market Commercial agreements versus final clients & suppliers Since 1999, the Consorzio has organised and coordinated bulkbuying groups on the free market for power (electricity and gas). Today, almost all of the Consorzio s member companies are involved in such groups. In the strictly financial field, the Consorzio has created an independent structure to support financial procurement programmes for the entire industrial district. The structure extends, and injects synergy into, a system of solidaristic guarantees. This body, which is a fullyfledged creditguarantee institution (CON. FIDI SAN DANIELE), negotiates outstandingly competitive credit conditions with which to assist individual company financial plans for the procurement of raw materials. Percentage of employees in DESNET firms over the population (ready to work people) N. DESNET firms over N. firms in the area 6
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