Protected Designation of Origin in the olive growing sector: adoption factors and goodness of practices in Andalusia, Spain
New Medit, vol 13, n.3, (September 2014), pp. 2-12
Jel classification: Q15, Q55, Q18
In a context of increasing concentration and multinationalisation of olive oil supply, Protected Designation of Origin (PDO) represents an increasingly important strategy for competitiveness. Based on a survey of 400 olive growers in Andalusia, the leading olive producing region in the world, this paper investigates 1) the factors related to characteristics of olive farmers and farms, which have conditioned the adoption of PDO; and 2) the environmental, economic and agronomic goodness of PDO farming practices. A further diffusion of PDO would require highlighting PDO as a medium- to long-term quality strategy especially for non-highly productive farmers, promoting membership of agricultural associations and the use of external sources of information about innovations, and making growers aware of the importance of respect for the environment when producing. PDO farmers seem to be targeting quality whereas other attributes, such as respect for the environment, are neglected to some extent. Therefore, most practices could be improved. A further greening of PDO practices would represent added value in the eyes of local but also international consumers and would be in line with CAP 2014-2020 trends. The role of public administrations in promoting the adoption of PDO and training in the use of more sustainable farming practices should be further strengthened.
olive production, Certified Quality Systems, quality, best practices, innovation adoption