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Ornamentals are the most diversified products and fast-changing industry of horticulture. A new flower and ornamental plant market scenario is developing: remarkable opportunities are emerging, but more efforts are required by both public and private stakeholders to seize them and assure a high-value positioning. Our paper aims at filling the gap in the availability of integrated data sources and structured theoretically sound studies on new consumption trends, marketing strategies, and governance settings. Specific objectives are: identifying an innovative ornamental horticulture market data framework; evidencing evolving dynamics of competition in Europe and necessary adaptions of public and private action; defining a new action-research agenda, capable of stimulating the interest of businesses, researchers, and institutions. In terms of methodology, we carry out an innovative integrative review analysis of the wide and most reliable grey literature and statistics, using a comprehensive approach. Results show the emerging consumption dynamics and high-value consumer profiles characterizing the European market, expected to significantly expand and transform, according to the impact of globalization, climate change, urbanization, digitalization, and the affirmation of neo-luxury and sustainability-oriented consumption patterns. The evolution of marketing strategies and governance settings is also highlighted, together with the necessity of developing and integrating public and private initiatives for realizing high-value sustainable and transparent production systems and supply chains. Accordingly, relevant action-research directions are described. These findings are expected to improve the current debate on the competitiveness of the European ornamental industry and contribute to taking a step towards a synergic combination of new differential advantages and wider sustainability goals.

The transition of food systems towards more sustainable organizational models is increasingly positioning Short Food Supply Chains as a key channel to value the specific attributes of local products, while also meeting the growing demand for diversified consumption based on both socio-economic and socio-cultural drivers. The aim of this paper is to offer new insights into evolutionary multi-stakeholder organization strategies within SFSCs, analysing drivers and barriers to their adoption, and investigate consumer acceptance of such new models. We draw upon the case study of the Km0 Newsstand project, an initiative launched to enhance and promote the biocultural heritage of the Tuscany region through the direct sale of traditional agricultural products, local food specialities and crafts, as well as related services in newsstands. We adopted a mixed-methods approach to conduct an in-depth analysis of this innovative SFSC model. To investigate the perspective of producers and retailers, we developed a Strengths, Weaknesses, Opportunities, and Threats analysis and also a Social Business Model Canvas of this newly designed business model by collecting and analysing existing documents and carrying out in-depth interviews with key informants. On the demand side, we implemented an online survey (N = 1000) to explore the factors influencing the intention of consumers to use the Km0 Newsstand services, along with potential drivers and barriers for their purchasing behaviour. Results show how the model ensures a balance between financial sustainability and the mission of promoting sustainable local consumption while fostering economic, social, and environmental benefits for all stakeholders involved.

Marginal rural areas are undergoing major pressures from the effects of globalization, especially when no alternative has been found to conventional extensive agriculture and a lack of investments and vision squeezes the income of farmers. The objective of the paper is to show how Integrated Supply Chain Projects (Progetti Integrati di Filiera (PIF)), Italian rural policy tools funded in the framework of EU’s Rural Development Policy, can integrate supply chain innovation and territorial integrated strategies, fostering a multifunctional development of marginal rural areas towards a newly discovered identity. The case study is the PIF “Flora Aromatica Santa Luce” funded by the Tuscany Regional Administration RDP in 2016. The project aims at creating a new supply chain of organic aromatic plants in the Santa Luce Valley (PI). The integration is based, on the one side, on the creation and valorization of the new supply chain product, represented by an organic cosmetic line made with lavender essential oil, and, on the other side, on the territorial development of the Valley, in an economic, social, environmental and touristic perspective. From a theoretical point of view, the approach used was based on the new rural development paradigm, assuming that the processes of broadening, deepening and regrounding, together compose the main axis of rural development. The canvas model was used in order to identify a business model for the new supply chain and the territorial development of the area, while, at the methodological level, a participatory action research (PAR) approach was adopted. Results show how a supply chain project (like a PIF) can enhance innovation and stable commercial relationships within the supply chain and support processes of vertical and horizontal coordination, but also stimulate extended territorial strategies supporting the integration processes between agriculture, processing and other economic activities following a territorial multifunctional development logic. At the same time, key benefits for the policymaker and local administrations can also be identified in particular for marginal rural areas where farmers and other local actors are weaker and collective action is more difficult. Thanks to the PAR approach, a PIF can stimulate participation of farmers to relevant RDP measures but also allow convergence of individual actions towards wider regional and local strategic objectives.

Protected designations of origin (PDO) and Protected geographical indications (PGI) in the European Union have been recognized through a sound legal framework for more than three decades. We are recently witnessing an increased number of amendments to the product specifications of registered PDO/PGI. This paper aims to understand how PDO/PGI for the fruit and vegetables product class have evolved. Until 31 December 2018, there were 379 PDO/PGI registered under the fruit and vegetables product class and 81 amendments approved. We designed a coding guideline to: (i) analyze all the amendments to the product specifications; (ii) identify the type of rules that were modified; (iii) find out whether the amendments resulted in more flexible or more restrictive rules, and (iv) the respective justifications given by producers. We designed a database to manage all the information. Overall, amendments brought more flexible rules (particularly in Italy and Spain), while France showed a more diversified situation. Concerning the justifications stated by producers for amending the product specification, market changes, available new technology, and strengthening product quality were the most important, while environmental concerns were less relevant. Then, we in-depth analyzed the amendments that were explicitly justified with environmental reasons. The analysis showed only a light movement towards more environment-friendly rules, although environmental justifications were often used “indirectly”, as a means to achieve better marketing competitiveness, meeting new market demand and reducing production costs. These results seem consistent with previous studies, which indicated market forces as a primary motivation to amend product specifications.

The registration of Geographical Indications (GIs) under the European Union (EU) legislation requires collective action and considerable efforts borne by multiple actors such as producers, processors, public authorities and research centers. We analyze their efforts, risks and benefits by comparing two EU GI registration processes in Italy and Austria, namely the Sorana bean Protected Geographical Indication (PGI) and the Perry from Mostviertel PGI. Results from the institutional and transaction costs analysis suggest that intensive interaction for solving conflicting interests, negotiating quality standards and defining common rules might pay off in indirect benefits and reduced risks. In particular, an inclusion of diverse and heterogeneous interest groups and a high degree of direct enterprise participation along the GI application process (as observed in the Italian case) generate benefits such as trust and social cohesion, which then support the actual use of the GI label and a better implementation of associated quality standards. A supportive legal framework with assistance from public authorities can back up the community of producers not only in technical aspects, but also as mediators when conflicts seem to be difficult to solve. As there seems to be a positive relationship between the intensity and effectiveness of collective action and the likelihood of achieving broadly accepted standards and social cohesion needed for successful GI implementation, the question for future research would not be how to avoid collective efforts but how to effectively organize the interaction among heterogeneous producer groups.

Food producers can define collective quality standards and legally protect the origin, characteristics, traditions and the reputation of a place-based product through geographical indications (GIs). Producers, processors and other relevant actors in the GI production system codify and adapt their production rules via the GI Product Specification and possible amendments. Based on the Management and Transition Framework (Pahl-Wostl et al. 2010), we developed a framework to analyze the role of social learning in food quality governance and adaptation. We analyzed as case studies two cheeses protected by a Protected Designation of Origin, Laguiole (France) and Bitto (Italy). They were selected according to diverse institutional contexts, existing amendments of the Product Specification, and access to documents and interviewees willing and capable to recall the amendment processes. A comparative case study approach served to analyze the amendment processes embedded in different arenas for social learning. Actors amended their Product Specification due to both system-internal (e.g., locally generated knowledge, negotiation processes) and external (e.g., market evolution, new breeds/varieties) pressures. In the two cases, there have been social learning processes among local producers, with diverging outcomes. The results shed light on the dynamic interactions of the drivers for amendments, knowledge generation and integration processes, social learning and negotiation, learning outcomes as well as re–evaluation and re-negotiation. The design of multi-level social learning arenas can help protecting the product identity of evolving social-ecological systems and may contribute to a consistent and long-term strategy going beyond short-term local pressures.

The international and European literature and institutional contexts are fostering agrobiodiversity as the foundation of a new paradigm for localized agri-food system development and sustainability. Accordingly, new systemic and holistic theoretical approaches and conceptual models are needed. This paper aims to identify and apply a new conceptual framework contributing to the understanding of how the restoring and valorization of underutilized or neglected landraces can act as a trigger for sustainable territorial development. A new holistic model was designed for the characterization and analysis of agrobiodiversity-oriented food systems. We consider the model innovative in enhancing the conceptualization of the adoption of a socio-ecological systems approach. We applied the model to a representative case study involving the localized agri-food system of the Valtiberina Red Onion, a threatened plant landrace cultivated in Tuscany, Italy. A participatory action–research approach was followed, involving both public and private stakeholders. As the main outcome of the paper, we demonstrated the capability of our new SES model by identifying and describing the assets, drivers, human action processes and generated beneficial effects concerning the development and reproduction of landrace-based quality valorization virtuous circles. Our research findings highlighted the model as an innovative tool for the analysis of agrobiodiversity-oriented food systems sustainability. Significantly, the model was designed to identify the combined role of public policy and private action in supporting the implementation of coherent management mechanisms and effective governance settings.

Chagras are complex agroforestry systems developed by indigenous populations of the Amazon region based on shifting agriculture, as part of a system that includes harvesting of wild fruits and plants, hunting and fishing. During the centuries, thanks to their traditional knowledge, indigenous populations have developed a deep relationship with the surrounding environment, as, living in remote places, they must be self-sufficient. The result is the chagra , a system whose cycle is based on seven basic steps to establish a successful and sustainable system, starting from place selection and ending with the abandonment of the plot after harvesting of the products. After the abandonment, the forest starts to grow again to allow the agroecosystem to recover and to take advantage of the residual vegetal material to avoid erosion. The paper takes into consideration the Indigenous Reserve of Monochoa in Colombia as an example of how traditional knowledge can support a rich biodiversity conservation. Moreover, differently from other parts of the world where there is a growing contrast between indigenous communities and protected areas, in the Indigenous Reserve of Monochoa local communities have been recognized as the owners of the land. Results highlighted the crucial role of the indigenous communities for biodiversity conservation. The preservation and adaptation of traditional knowledge and practices, a decentralized autonomous governance system demonstrates that local communities not only can be part of ecosystems with unique biodiversity, but that they can represent the main actors for an active conservation of biodiversity. Agroforestry systems based on traditional forest-related knowledge can therefore be an effective alternative to biodiversity and ecosystem services conservation based on strict nature protection where humans are perceived as a negative factor.

Purpose The protection of Geographical Indications (GIs) supports producers to define common quality standards while highlighting the geographical origin of food products with specific qualities. Adaptations of quality standards are driven by international competition, new production technologies or environmental change. The purpose of this paper is to analyse the modifications affecting European Union (EU) Protected Designation of Origin-Protected Geographical Indication. It specifically compares the share of amendments in diverse product class, years and countries, illustrates specific cases and identifies the factors explaining the probability to amend product specifications. Design/methodology/approach Official documents of the DOOR Database provide the material for an analysis of changes in product specifications. They also supply the data for four illustrative cheese cases and a logistic regression of all EU amendments. Findings Amendments of GI product specifications are very frequent: 17 per cent of all 1,276 EU GIs had at least one amendment. This happens in particular for processed products (42 per cent more often than for unprocessed ones) and specific countries (GIs in Italy are six times, Spain five times and France four times more likely to have an amendment compared to GIs from other EU countries). As illustrated by contrasting cheese amendments, the diverse modifications in the product specifications range from more flexibility and innovation on the one hand to stricter rules for strengthening the product’s identity on the other hand. Originality/value For EU and national authorities, GI producers and scholars, this first systematic EU-wide analysis of amendments demonstrates that protected food GIs have to be conceptualised as evolving institutions and not as statically protected food production systems.