Case Studies presentations Kraljevački Kajmak Marguerite Paus and Magali Estève (IED/ ETH Zurich and AGRIDEA)
Case presentation Kraljevački Kajmak (Kajmak of Kraljevo) Dairy product made by the fat layer, created when the milk is boiled and then cooled down. 2
Case presentation Geographical limits Triangle Cacak-Kragujevac-Kraljevo + Municipality of Kraljevo (mountains??) + fuzzy boarders with Cacak, Ljig, Shumadie Vojvodina Belgrade Low and hilly lands, large volumes of production (young kajmak) Cacak Kragujevac Traditional area of kajmak production Central Serbia Kraljevo Kraljevo Municipality Kosovo SERBIA Basemap : www.wikipedia.org Mountainous areas, small volumes of production (old kajmak) 3
2006 Case presentation supply chain and market structures Milk production Kajmak production Around 600 small producers = 10 kg per week ZlatiborK Kuc 100 t 6.5 euros/kg 200 t 3.6 euros /kg 100 t 7.6 euros/kg 30 t 3.8 euros/kg Direct sales or small trade in the region Stubal Trade Export = 65 t Green markets, restaurants Supermarkets, wholesalers Green markets, specialized shops, restaurants Paus and Réviron, 2007 4
Protection schemes Kraljevacki kajmak is not protected, nevertheless there is an initiative led by a local NGO working on the protection of the Kraljevacki kajmak as a protected designation of origin The Serbian Intellectual Office is in charge of Geographical Indications issues The scope of application of the provisions on appellations of origin of the Law concerns all goods During the examination of requirements for the registration, the IPO asks for the opinion of the competent authority (ministry of agriculture) There is no opposition procedure before the final registration There is no certification body for PDO / PGI in Serbia 5
Motivations and stakeholders Kraljevo region Vet Institute Vet Station Producers of kajmak (household production) Cooperative Stubal (packaging and marketing) Universities Intellectual Property Office Ministry of Agriculture Regional NGO IDA Kraljevacki Kajmak system Facilitator Information Producers of meetings milk communication Producers of kajmak (dairies) traders SEEDEV Municipality of Kraljevo AGRIDEA, IED (Switzerland) Sanitarian inspection retailers (Delta, Serbian markets: Belgrade, Green markets Mercator) Novi Sad, Zlatibor,... House consumption and restaurants Foreign markets: Montenegro, Croatia, FRY Macedonia, 6 Bosnia and Herzegovina
Impacts of the GI system / protection scheme on sustainability / economic effects Type of kajmak Serbian industrial cheese spread Kraljevacki kajmak Other artisan kajmaks (Lijg, Zlatibor) Prices Household kajmak Dairy production Household kajmak Dairy production Price of the milk (producers) Euros/ Kg milk 0.19-0.31 f(lowlands, mountain; fat %) 0.23-0.40 0.23-0.25 0.23-0.5 0.19-0.25 Price of the kajmak (producers) Euros/ Kg kajmak Price of the kajmak (consumers) Euros/ Kg kajmak 2.5 3.9 --- 2.8-6.3 4-4.4 2.8 6.3 3.8 -? 4.1-8 5-6 5.3 7.5? - 7.3 Main channels Shops, retailers Green markets, restaurants Shops, retailers Green markets, restaurants Shops, retailers, restaurants No particular premium for Kraljevacki kajmak in comparaison with other artisan kajmaks. We suspect that the Kajmak sold in Zlatibor (and under this name) is mainly coming from the region of Kraljevo. Kraljevo does not seem to be attractive enough and is interchanged with Zlatibor which is trendy and well-known. 7
Impacts of the GI system / protection scheme on sustainability / economic effects 3.0 Expectations 2.0 1.0 - - Present situation 0.0 Premium to producers Value added Access to market Marginal areas' development Tourism Processing / retailing in marginal areas -1.0 8
3.0 Impacts of the GI system / protection scheme on sustainability / social effects 2.0 Expectations 1.0 0.0 Typicity New competences Creation of new income Consumer trust in food Social identity Healthy food product Landscape aesthetic Farmers' social integration -1.0-2.0 Gender Exclusion Present situation 9
Impacts of the GI system / protection scheme on sustainability / environmental effects 3.0 2.0 1.0 0.0-1.0-2.0-3.0 - - Expectations Present situation Pest management (per ha) Preservation of domestic species Biodiversity of wildlife Transport Farming of difficult areas Awareness of ecological issues 10
Comparison with other cases initiatives (in Serbia) Branding throughout regional labels and geographical indications Complexity of the case : geographical limits, typicity of the process, collective organisation (restructuration of the supply chain, numerous producers) 11
Trends and perspectives: GI system Competition Price volatility Consumer habits : seasonal demand Changes in the market structure Market share of supermarket increase, green market decrease Traceability GI system : main trends Build up of a collective organisation Sanitarian and vet requirements Need of investments 1- a lot of small kajmak producers will stop production and deliver milk to bigger processors 2- Emergence of middle size dairies 3- Potential conflicts 12
Household production 13
Dairy production 14
Trends and perspectives: GI system Expected 2009 Milk production Kajmak production Around 300 small producers 100 t 6.5 euros/kg Direct sales or small trade in the Stubal region 50 t 3.6 euros/kg R 30 t Trade 30 t E M T M L 20 t 20 t 20 t wholesalers ZlatiborK 100 t 7.6 euros/kg Export = 65 t Kuc 30 t 3.8 euro/kg Green markets, restaurants Green markets, specialized shops, restaurants supermarkets 15
Trends and perspectives: GI protection schemes (organization and political strategies ) Strategy for accession to EU : -legal framework -hygyenic requirements International proactive GI Network Establishement of a PDO/ PGI law Controls Branding trends GI Institutionnal issues : main trends In project: -expertise from CH -local organizations: testing commissions Empowerment of GI network -Lack of coordination between Intellectual proprety Office and Ministry of agriculture -No certification body -Trainings and pilot products (among them Kajmak) -Confusion between brands, Trade marks and PDO/PGI 16
Thank you for your attention! 17