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Food Quality Scheme labels are an essential means of communicating food product and process characteristics thereby aiming at reducing information asymmetry on the side of consumers and supporting an informed choice. Such labels, however, can only serve its purpose if they are recognized, understood and trusted by consumers. This implies that the competitiveness and growth of firms supplying food promoted by Food Quality Scheme (FQS) labels will depend on a thorough understanding of consumer demand. Based on such insights possible tools for more effective policy measures or marketing of products with FQS can be identified. Thus, the objective of WP 8.1 is to understand consumers' knowledge and valuation of FQS labels and the determinants of consumer confidence and willingness to pay for such labels. This report consists of two parts. In Part I of this report we first investigate the importance of different product and process attributes across seven countries (France, Germany, Hungary, Italy, Norway, Serbia and UK) and for different products (cheese, fresh meat, processed meat, fresh fish, fresh vegetables, and processed vegetables). Each product was evaluated by at least two countries. In addition, consumers' perceptions and valuation of FQS promoting selected product and process attributes are investigated across the same seven European countries. The analysis is based on online surveys. In each country about 800 consumers took part in the survey.In Part II of the report a more in-depth understanding of the role of selected FQS in consumers' purchase decision is provided. Thereby we consider the extent to which cognitive and affective attitudes, trust, and social norms influence product choice. In addition, we show the effectiveness of a modification of the EU organic label in improving consumers' evaluation of this label. Finally, we provide some insights into the relevance of different marketing channels in consumers' purchase decision in general and investigate how much farmers' markets and farmers' shops ...

Food Quality Scheme labels are an essential means of communicating food product and process characteristics thereby aiming at reducing information asymmetry on the side of consumers and supporting an informed choice. Such labels, however, can only serve its purpose if they are recognized, understood and trusted by consumers. This implies that the competitiveness and growth of firms supplying food promoted by Food Quality Scheme (FQS) labels will depend on a thorough understanding of consumer demand. Based on such insights possible tools for more effective policy measures or marketing of products with FQS can be identified. Thus, the objective of WP 8.1 is to understand consumers' knowledge and valuation of FQS labels and the determinants of consumer confidence and willingness to pay for such labels. This report consists of two parts. In Part I of this report we first investigate the importance of different product and process attributes across seven countries (France, Germany, Hungary, Italy, Norway, Serbia and UK) and for different products (cheese, fresh meat, processed meat, fresh fish, fresh vegetables, and processed vegetables). Each product was evaluated by at least two countries. In addition, consumers' perceptions and valuation of FQS promoting selected product and process attributes are investigated across the same seven European countries. The analysis is based on online surveys. In each country about 800 consumers took part in the survey.In Part II of the report a more in-depth understanding of the role of selected FQS in consumers' purchase decision is provided. Thereby we consider the extent to which cognitive and affective attitudes, trust, and social norms influence product choice. In addition, we show the effectiveness of a modification of the EU organic label in improving consumers' evaluation of this label. Finally, we provide some insights into the relevance of different marketing channels in consumers' purchase decision in general and investigate how much farmers' markets and farmers' shops play a role for specific products. The analysis of this second part of the report is again based on an online survey.

The production and distribution of food are among the hot topics debated in the context of sustainable development. Short food supply chains (SFSCs) are now widely believed to be more sustainable in comparison to mass food delivery systems. To date, very little quantitative evidence exists on the impacts of various types of food supply chains. Using a cross-sectional quantitative approach, this study assesses the sustainability of distribution channels in short and long food supply chains based on 208 food producers across seven countries: France, Hungary, Italy, Norway, Poland, the United Kingdom, and Vietnam. Ten distribution channel types are used in this study. To provide a comprehensive sustainability assessment, a set of economic, social, and environmental indicators are applied. Indicators commonly used in the literature are used, supported by original indicators constructed specifically for the present study. In total, 486 chains are examined and the study confirms that individual producers participate simultaneously in several, short and long chains. Participation in SFSCs is beneficial for producers from an economic perspective. SFSCs allow producers to capture a large proportion of margin otherwise absorbed by different intermediaries. It appears, however, that 'longer' supply channels generate lower environmental impacts per unit of production when measured in terms of food miles and carbon footprint. Finally, ambiguous results are found regarding social dimension, with significant differences across types of chains. ; This research has received funding from the European Union's Horizon 2020 research and innovation program STRENGTH2FOOD under grant agreement no. 678024, and title: "Strengthening European Food Chain Sustainability by Quality and Procurement Policy". ; publishedVersion

In this paper, we test to what extent Food Quality Schemes (FQS, including Geographical Indications and organic products) contribute to the social and economic sustainability of farmers and regions through employment and education. Through employment, FQS may counter the urban migration trend affecting rural regions, and help retain economic and social capital in the local region. Indeed, as FQS are often small and specialised sectors, the economic inefficiency of such businesses may translated into greater employment and social sustainability. Separately, by requiring a higher-level of quality and hence skills, FQS may encourage greater local educational attainment or skilled immigration. To test these propositions, we analyse the employment and educational outcomes of 25 FQS. Our results show that the FQS products examined have a 13% higher labour usage (labour-to-production ratio) compared to reference products, indicating that they provide greater employment. Additionally, wage levels are 32% higher in FQS compared to references. Despite providing greater employment and higher wages, profitability of FQS (i.e. how much turnover/profit is generated per employee) is nevertheless 32% higher for FQS compared to reference products, due to the ability to attract higher product prices. Finally, there is no clear link between FQS and greater (or lower) education attainment in the supply chain. Overall, our results suggest that FQS can provide a strong contribution to local employment, employee income and business profits, strengthening the social and economic sustainability of producers and regions. ; This project has received funding from the European Union's Horizon 2020 research and innovation programme under grant agreement No 678024. ; publishedVersion

Abstract
The dataset Sustainability performance of certified and non-certified food (https://www.doi.org/10.15454/OP51SJ) contains 25 indicators of economic, environmental, and social performance, estimated for 27 certified food value chains and their 27 conventional reference products. The indicators are estimated at different levels of the value chain: farm level, processing level, and retail level. It also contains the raw data based on which the indicators are estimated, its source, and the completed spreadsheet calculators for the following indicators: carbon footprint and food miles. This article describes the common method and indicators used to collect data for the twenty-seven certified products and their conventional counterparts. It presents the assumptions and choices, the process of data collection, and the indicator estimation methods designed to assess the three sustainability dimensions within a reasonable time constraint. That is: three person-months for each food quality scheme and its non-certified reference product. Several prioritisations were set regarding data collection (indicator, variable, value chain level) together with a level of representativeness specific to each variable and product type (country and sector). Technical details on how relatively common variables (e.g., number of animals per hectare) are combined into indicators (e.g., carbon footprint) are provided in the full documentation of the dataset.

Considering the features of GIs and organic production, Deliverable 5.2 analyses the relationships between Public Goods (PGs) and Food Quality Schemes (FQS). The deliverable evaluates the impacts of the cases study described in Deliverable 5.1 in terms of their contribution to rural development and territorial cohesion given by the capacity to generate positive externalities and hence PGs. The analysis focuses on: i) contribution to local economies; ii) generation of environmental, social and cultural externalities; iii) contribution of different governance mechanisms to ensure the valorisation of producers' know-how and local resources; iv) social cohesion in term of creation of social capital and social networks. Overall, the products that fall within the organic FQS category, contribute to the generation of environmental PGs more than the GI FQS. However, the latter contribute more to the generation of socio-economic PGs. In general, most FQS present a low capacity to generate Cultural Heritage PGs. This indicates that there is considerable space to improve the cultural dimension of these products for the benefit of producers and consumers. The analysis conducted by the Strength2Food methodology show that if there is political will on the part of producers, there is room for improvement in the generation of PGs. At the same time, the measurement of the capacity to produce PGs would further justify the greater economic value of these products to consumers.

Considering the features of GIs and organic production, Deliverable 5.2 analyses the relationships between Public Goods (PGs) and Food Quality Schemes (FQS). The deliverable evaluates the impacts of the cases study described in Deliverable 5.1 in terms of their contribution to rural development and territorial cohesion given by the capacity to generate positive externalities and hence PGs. The analysis focuses on: i) contribution to local economies; ii) generation of environmental, social and cultural externalities; iii) contribution of different governance mechanisms to ensure the valorisation of producers' know-how and local resources; iv) social cohesion in term of creation of social capital and social networks. Overall, the products that fall within the organic FQS category, contribute to the generation of environmental PGs more than the GI FQS. However, the latter contribute more to the generation of socio-economic PGs. In general, most FQS present a low capacity to generate Cultural Heritage PGs. This indicates that there is considerable space to improve the cultural dimension of these products for the benefit of producers and consumers. The analysis conducted by the Strength2Food methodology show that if there is political will on the part of producers, there is room for improvement in the generation of PGs. At the same time, the measurement of the capacity to produce PGs would further justify the greater economic value of these products to consumers.

Considering the features of GIs and organic production, Deliverable 5.2 analyses the relationships between Public Goods (PGs) and Food Quality Schemes (FQS). The deliverable evaluates the impacts of the cases study described in Deliverable 5.1 in terms of their contribution to rural development and territorial cohesion given by the capacity to generate positive externalities and hence PGs. The analysis focuses on: i) contribution to local economies; ii) generation of environmental, social and cultural externalities; iii) contribution of different governance mechanisms to ensure the valorisation of producers' know-how and local resources; iv) social cohesion in term of creation of social capital and social networks. Overall, the products that fall within the organic FQS category, contribute to the generation of environmental PGs more than the GI FQS. However, the latter contribute more to the generation of socio-economic PGs. In general, most FQS present a low capacity to generate Cultural Heritage PGs. This indicates that there is considerable space to improve the cultural dimension of these products for the benefit of producers and consumers. The analysis conducted by the Strength2Food methodology show that if there is political will on the part of producers, there is room for improvement in the generation of PGs. At the same time, the measurement of the capacity to produce PGs would further justify the greater economic value of these products to consumers.