The Italian vinegrowing economy
THE ITALIAN VINEGROWING AND WINE-PRODUCING ECONOMY
2. THE VINEGROWING AND WINE-PRODUCING SUPPLY CHAIN
In short, private and public players enter the system and interact (from research right through to the market), all with different magnitudes and economic relations. Illustrated in figure 2.1 The vinegrowing and wine-producing supply chain.
Figure 2.1 The vinegrowing and wine-producing supply chain shows a “horizontal” interaction from research to the market, with the relative dimensions, which may be misleading for the Italian situation, this model and the words “supply chain” are more relevant to an English-speaking system (of Common Law) or a Cartesian one (French) where the responsibilities of the players are well-defined and the powers of attorney arise from the lower down.
The reality is more difficult to interpret, as shown in figure 2.2 Interpretation of the Systems; a mathematical matrix where the market is influenced by political factors (games rules, restrictions and incentives), which are often incalculable and make such a model more measurable with fractal mathematics (1).
The weighty body of rules, mentioned above, and the financial incentives of support schemes put into effect by the EU (a political moment highlighted as Polis in the above-mentioned figure) condition the system.
The rules aim primarily to protect typicity (local, loyal and constant), interpreted and adopted by the collective brand of DOs and GIs (see Paradigms and Models http://www.devulpeetuva.com/Paradigmi e Modelli.html ).
It is basically a question of public brands that only emerged in Italy late in the day, in an elaborate system to protect producers, and have often created laws and costly bureaucratic burdens that are sometimes not claimed by producers.
This superstructure is based on the concept that the protection of the sector and the value of the collective brand is down to the public workers, in order to safeguard the consumer, and it is not the self-responsibility of producers to protect the sector they belong to and thus the value of their brand.
The question is: who owns the brand? And the Goodwill(2)?
In countries like France, it belongs to the operators; in Italy it is the State.
The intention of European politicians and legislators is to defend the system within WTO agreements (3)
It is a complex apparatus including the EU (laws, varietal registers, etc), member states (reception of the laws, directives, DO and GI production regulations, etc), the regions (planting rights, vineyard renewal and management of support schemes), certification bodies (controlling the supply chain, certification and qualification of future DO wines), consortia for promotion and protection (controlling the markets) etc etc.
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