Study Tour on quality labels in France

tHe StudY touR iS SuppoRted WitH Funding FRoM:
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
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
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
Daily Schedule
Overview
Sunday, June 1st
15:30
17:10
19:45
20:15
Meeting at Belgrade Airport
Flight departure from Belgrade Airport
Flight arrival at Paris Aéroport Charles de Gaulle
Transfer Airport → Hotel Ibis Bastille Opéra
21:00
15 Rue Breguet, 75011 Paris
Free time in Paris
Monday, June 2nd
10:45
12:30
Group briefing at the hotel and quick lunch
Meeting point: Reception
Transfer Hotel → Ministry of Agriculture
Vision and
position of
producers at
national level
Quality labels:
policy and
institutional
framework
13:30
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
15:00
17:00
18:00
18:30
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 3rd
Label Rouge:
public management and
promotion at
national level
8:30
Transfer Hotel → INAO
INAO, 12 Rue Henri Rol-Tanguy, Montreuil-sous-Bois
9:00
Visit to INAO - National Institute of Origin and Quality , Public
institution in charge of promotion of official quality labels
www.labelrouge.fr
www.inao.gouv.fr
4
11:45
12:30
The case
of Porc du
Cénomans
Label Rouge
15:30
18:30
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 www.cenomans.fr
Transfer farm → Hotel Inn Sablé
(official label)
19:30
9 Avenue Charles de Gaulle, 72300 Sablé-sur-Sarthe
Dinner at the restaurant “L’Amphora” and free time
12 Rue Aristide Briand, 72300 Sablé-sur-Sarthe
Wednesday, June 4th
7:00
7:30
8:00
10:30
12:00
14.30
Breakfast at the Hotel
Transfer from Hotel to slaughterhouse Charal Bigard
Rue Jean Monnet, 72300 Sablé-sur-Sarthe
Visit of the slaughterhouse Charal Bigard www.charal.fr
Visit of a local supermarket Carrefour (meat counter)
Lunch at Le Mans
Transfer to le mans → la Chambre d’Agriculture de la Sarthe
15:30
15 Rue Jean Grémillon, 72000 Le Mans
Meetings at la Chambre d’Agriculture de la Sarthe
www.sarthe.chambagri.fr
18:00
22:30
Guided visit of the old city of “Le Mans” and dinner at La Réserve
Transfer le mans → Hotel Inn Sablé
Thursday, June 5th
The case of
“Gourmandie”
Label, a
collective
private label
6:00
7:00
Breakfast and check-out
Leaving hotel inn sablé → IRQUA
10:00
6 Rue des Roquemonts Caen cedex 4
Meeting at the IRQUA - Regional Institute of Quality
www.irqua-normandie.fr
12:30
13:00
14:30
www.gourmandie.fr
Transfer Caen → «la FERME DU MESNIL» 14330 Le Molay Littry
Lunch on the road
Discussion with producers – visit of the farm Farm «la FERME DU
MESNIL» www.ferme-du-mesnil.com/
18:00
Transfer «la FERME DU MESNIL» → Hotel Ibis Bastille Opéra, Paris
15 Rue Breguet, 75011 Paris
Friday, June 6th
7:00
10:10
12:35
Transfer Hotel → Aéroport Charles de Gaulle
Flight departure from Paris Aéreoport Charles de Gaulle
Flight arrival in Belgrade
5
In-depth
Schedule
Sunday, June 1st
20:15
Aéroport CDG
→ Hotel Ibis
Bastille Opéra,
Paris
30 km (≈ 45 min)
Monday, June 2nd
» Introduction to the study tour : themes,
agenda, logistics.
» Initial Q&A
11:00
Group briefing
12:30
Hotel → Ministry
of Agriculture
5 km (≈ 35 min)
13:30
Sylaporc and
Fil Rouge
Ms Célia Pasquetti
Director Sylaporc and
Fil Rouge
15:00
Direction in
charge of
production
» 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
in charge of Serbian
» The importance and rationale of quality
labels from the policy point of view
relations
(importance of quality in agricultural policy)
Mr Martin Deruaz
Ms Maria Gras
in charge of quality
labels
» 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
15:00
Direction in
charge of
production
Mr Djamel
Djebbari
chief of the service in
» Comparison between “Label Rouge”/
“Produit de Montagne” (mountain
products) and “Viande de France”
charge of production
(source of the label
“Viande de France”)
17:00
Direction in
charge of food
policy
Mr. Sebastien
Remy
Only for participants interested
in charge of food safety
products
Issues on food safety and flexibility for traditional
for processed meat
(derogation system)
18:00
Ministry of
Agriculture
→ Hotel
5 km (≈ 35 min)
Tuesday, June 3rd
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
» 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
and national and
European chicken
association
11:45
INAO → Sablésur-Sarthe
259 km (≈ 3h)
continued on next page
7
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 VicePresident 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 4th
8:00
Visit of the
slaughter house
Ms Legrand
in charge of buying pigs
charal bigard
Mr Perdrix
labellisation
Ms Anna Bordes
10:30
Visit of a local
supermarket
Carrefour
(meat counter)
» 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?
» 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
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 5th
7:00
10:00
Hotel → IRQUA
206 km (≈ 2h30)
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
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
«la Ferme du
Mesnil» → Hotel
Ibis Bastille
Opéra, Paris
280 km (≈ 3h00)
18:00
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?
Friday, June 6th
7:00
Hotel →
Aéroport CDG
30 km (≈ 45 min)
10
Contacts
Ministry of Agriculture
INAO
Mr Martin DERUAZ
Ms Pauline PLAZENET-GIROLAMI
Chargé de mission CEI, Géorgie & Balkans
Correspondante Label Rouge “Produits carnés”
Bureau des relations bilatérales
Institut National de l’Origine et de la Qualité
Service des relations internationales
12, rue Henri Rol-Tanguy
Direction Générale des politiques agricole,
TSA 30003 93555 MONTREUIL SOUS BOIS
alimentaire et des territoires
cedex
Ministère de l’agriculture, de l’agroalimentaire et
Tel :
+33 (0)1 73 30 38 70
de la forêt
Fax :
+33 (0)1 73 30 38 44
Tel : +33 (0)1 49 55 57 59
Email : [email protected]
Fax : +33 (0)1 49 55 55 04
Sylaporc, Fil Rouge
IRQUA – Chambre régionale
d’agriculture de Normandie
Ms Célia Pasquetti
Ms Juliette SOURICE
Directrice de SYLAPORC (Label rouge Porc) et FIL
Chargée de mission qualité et proximité
ROUGE (Label rouge boeuf, veau, agneau)
Service Agroalimentaire et Proximité
Tel : +33 (0)1 44 87 44 63
Tel : +33 (0)2 31 47 22 74
Email : [email protected]
+33 (0)6 74 83 02 75
www.normandie.chambagri.fr
“Porc du Cénomans” case
Ms Dominique HUET
www.irqua-normandie.fr
Vice-Présidente de SYLAPORC et membre du comité
“Gourmandie label” case
national IGPLRSTG, du CAC et du Conseil Permanent
Mr Francis POUSSIER
Tel : +33 (0)2 43 92 23 68
Owner of “la Ferme du Mesnil” farm
Tel : +33 (0)2 31 51 09 90
Email : [email protected]
Email : [email protected]
Ms Anna BORDES
Quality control at the association “Les Fermiers de
Loire et Maine”
Contacts of persons in charge
Tel : +33 (0)6 76 24 33 35
Emmanuel Hidier
Email : [email protected]
Tel : +39 338 507 41 16
Hotels
Hotel Ibis Bastille Opéra
Goran Zivkov
Tel : +38 164 155 76 14
15 Rue Breguet, 75011 Paris
Emilie Vandecandelaere
Tel : +33 (0)1 49 29 20 20
Tel : +33 (0)6 72 47 67 93
Hotel Inn Sablé
Olivier Beucherie
9 Avenue Charles de Gaulle,
Tel : +33 (0)7 78 20 24 47
72300 Sablé-sur-Sarthe
Tel : +33 (0)2 43 95 30 53
Luca Dalla Costa
In charge of logistics
Tel : +39 349 271 68 28
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
Mr Massimo latini
Videomaker
Ms Mirjana Pozananović
Translator
Journey
Itinerary of travels
1
2
3
4
5
Paris
Sablé Sur Sarthe
le Mans
Caen
le Molay-littry
Paris
1 Hotel Ibis
Bastille Opéra
15 Rue Breguet,
75011 Paris
2 Ministry of
agriculture
78 Rue de
Varenne,
75349 Paris
3 INaO
12 Rue Henri
Rol-Tanguy,
Montereuil-souslabels
13
Notes