The PGI consortium: The role of the organization on the territory.
The Guardianship Consortium of “Red Oranges of Sicily – PGI”: role and operation.
The Guardianship Consortium originated in 1994, under the form of an association of producers of the Red Oranges, proposed to the European Union to be recognized as a PGI and obtained the recognition after two years(Reg.1107/96).After the recognition, it initiated the procedures for the setting up of the constitution for the Consortium guardianship( as it exists today), taking into account all the different facets involved (production and conditions). Nevertheless because of bureaucratic-administrative problems, which arose while following the norms as required by L.590/99, it was officially recognized only in 2002, the same year in which the administrative organism was also renewed.
From the beginning stages, the Consortium saw the defining plan of action incorporating the producers’ shares of the products at a territorial level and also validating actions and positioning at a national and international level. The action of the shares, after the first year of business, allowed for the support from the major organizations of producers(OP) at a regional level, that of the single producers and also that of the majority of the qualified packagers present in the PGI area. On the whole on June 30, 2003 support was given to a producing surface of over 11,500 hectares with 24 conditional centers. The relevant level of support added evidence to the case of the Red Oranges of Sicily. It had matured the consciousness which necessitated new tools to uphold its case(with marketing strategy for the valorization of the product) recognizing the Consortium as executor and operative representative.
The objectives of the Consortium are those of promoting, safeguarding and keeping surveillance on a product, until it gains its place as a product of “Blood oranges of Sicily” and becomes a habit of consumption by the consumer either on a national or international level.
In support of the valorization strategies there is evidence that the characteristic elements of the Citrus portfolio( based on studies from the last ten years) attest that the consumer is up to date on the product offered by competing countries, preferring those elements with :bigger calibers(size), a defined flavor, easy to peel and seedless to the detriment of the typical product and quality that is possessed in limited cases above-mentioned preferential factors .
Based on the above mentioned criteria a mix marketing plan was established according to the 4P outlined by Kotler (Prodotto-Posto(distribution) – Promotion – Pricing, when the first faze was attained as desired on the product and its promotion the second faze was undertaken on the distribution and price.
As to what pertains to the product some points were noted as its strength: the red pigmentation, the therapeutic action of the anthocyanin, typicalness, the presents of diffused products not treated, seedless, the evoked imagines of Sicily; while some of its weaknesses were found in the limited information on the characteristics of the product (pigmentation, producing season, the variety) and its origin( Sicily and PGI), caliber of small dimension and indifference conditions compared to the generic product “orange”, fragmentation of the productive and commercial offers, reduction of the activity levels to the detriment of the quality of the product and the innovative varieties. By analyzing the strong points for the promotion of “Blood oranges of Sicily PGI” it quickly becomes evident that they are represented by: uniqueness of the product and the notable expectations of the consumer on typical products of that area. Nevertheless, the peculiar elements of the blood orange come in contrast with some weakness which are as follows: The absence of targeted and coordinated communication, with the lack of effect on both the trade and the final consumer , as well as the lack of in store promotions and adequate forms of synergy with the GDO , with the need of going from a conflicting relation already existing to a relation of collaboration and integration with the industry, in order to achieve a promotional policy for the product
