Brussels, 06/12/2013 (Agence Europe) - On Friday 6 December, the European Commission adopted a report on how appropriate it is to establish a local farming and direct sales labelling scheme. The debate has thus been launched within the European Parliament and member states on the possibility of setting in place a local label (“farm produce”), before presenting possible legislative proposals. Discussion is needed as it is difficult to define what comes under direct sales.
Regulation 1151/2012 on quality schemes for agricultural products and foodstuffs entered into force on 3 January 2013. Article 55 stipulates that the Commission shall present a “report to the European Parliament and to the Council on the case for a new local farming and direct sales labelling scheme to assist producers in marketing their produce locally”.
“Increasing the role of local food systems is an answer to a clear expectation among EU citizens. It is also particularly important for farmers and for the diversity of EU agriculture. Via direct sales and closer contacts with consumers, EU farmers can add value to their products, boost their sales and better understand the expectations of EU citizens with regard to food and food production methods. That is why we want to encourage farmers to develop local food systems and to discuss the best ways to increase the visibility of their products”, said Dacian Ciolos, Agriculture Commissioner.
The Commission notes that there is no uniform definition of the term “local area”. There is a large variety of schemes throughout the EU. Most of them are made up of sales in the proximity of the production site. These are on-farm sales (e.g. farm shops, roadside sales, pick-your-own) or off-farm sales (e.g. farmers' and other markets, delivery schemes, sales to retailers or the catering sector). Some of them are distance sales, for example delivery schemes and internet sales.
Specific labelling. The Commission asked for expert advice when analysing the options for creating a labelling scheme. Expert advice was clear: if a labelling scheme were to be created, it should: - be optional for producers; - avoid certification and accreditation procedures which are perceived as lengthy and costly; - and provide for clear eligibility criteria for products included in the scheme. Experts suggested that a specific labelling scheme would only be beneficial if “integrated with or linked to other measures helping farmers find alternative sales channels”. Such measures are available in the context of rural development policy.
When reflecting on a possible scheme, attention should be paid to the type of supply chain. The more intermediaries there are between producers and consumers, the more information that is typically transmitted in direct sales gets lost, and the more labelling information is needed. “The conclusion that may be drawn is that a labelling scheme restricted to direct sales would have limited impact”, the Commission said.
An alternative approach. An alternative approach to a stand-alone certification scheme could be to reserve an optional quality term. Such an optional quality term could meet the main consumer expectations. However, for legal reasons, an optional quality term would not entail a logo/symbol but words only.
The benefits of reserving an optional quality term would be as follows: - it is considered a light instrument with a relatively low administrative, control and budgetary burden; - it can provide protection against misuse, fraud and misleading practices; - and it opens the door to other EU support mechanisms, in particular support in the framework of rural development.
By way of conclusion, the Commission states that a possible new label should be: - simple and unburdensome for producers; - should aim to reduce the risk of consumer confusion; - add value to products generated from local agriculture if it went beyond direct sales and if member states were to ensure that it is integrated with or linked to other measures. (LC/transl.jl)