Sustainability of extra-virgin olive oil production in Emilia-Romagna region

Sustainability of the origin-based production and promotion system of a geographical indication (GI) depends on the remuneration from the market and the local resources reproduction. This paper aims to show the development of olive growing and extra-virgin olive oil production in Emilia Provinces (Northern Italy) using the origin-based quality virtuous circle as a theoretical framework. We made personal interviews and one focus group with olive producers to evaluate the local awareness and assessment of the product potential, and willingness to setting up the rules for value creation and preservation of local resources. We also performed a survey on 20 potential users (e.g. restaurants, traditional food shops) and 100 extra-virgin olive oil consumers to examine the product perception and remuneration. Results show that the value creation and preservation process of extra-virgin olive oil production in Emilia Romagna has great potential, although many problems still exist, e.g. lack of technical and agronomic expertise at farm level. In this context, the creation of a GI organization, such as a Consortium, may have a central role in coordinating collective action such as providing technical assistance, managing the internal rules and controls system along the supply chain, as well as the marketing and communication strategies.