Innovative quality-based strategies for the agri-food sector

The article investigates technical and economic factors affecting the decision of horticultural and agri-food producers to adopt quality-based branding strategies. The focus of the study are quality schemes approved by the European Union: protected designation of origin (PDO) and protected geographic indication (PGI). Focus groups discussions and thematic analysis are performed. The inclusion criteria for focus group discussions ensure to have participants representative of the study area and of the major agri-food supply chains. A preliminary literature review allows for a set of semi-structured and open-ended questions for focus group discussions, and for interpretation and validation of themes and factors from data analysis. From our analyses emerges that, although the balance between costs and benefits of quality schemes is positive, the overall impression is that much of the price premium for products under quality schemes is eroded by higher production and processing costs. In addition, the financial support provided by regional policies in favor of quality schemes does not encourage the adoption of quality-based strategies.