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\hypersetup{pdftitle={Agrobiodiversity for Marketing Benefits for Small"=scale Producers: the Case of Sicilian Olive Oil},pdfauthor={Ivana Radic},pdfsubject={Tropentag 2016: Abstract},pdfkeywords={Agrobiodiversity, geographical indication, marketing benefit, Slow Food },pdfpagemode=None,colorlinks=true}
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\parbox[b]{13.4cm}{\centering \large{\textbf{Tropentag, September 18-21, 2016, Vienna, Austria}}\\[1ex] \Large{``Solidarity in a competing world ---\\fair use of resources''\\[2ex]}}
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\Large{\textbf{Agrobiodiversity for Marketing Benefits for Small"=scale Producers: the Case of Sicilian Olive Oil\footnote{\textbf{Contact Address:} Ivana Radic, Supagro Cirad Agtrain, Umr Innovation, Bâtiment 15 Ta C - 85/15 73 Rue Jean-François Breton, 34398~Montpellier Cedex 5, France, \mbox{e-mail}: \email{ivana.radic@cirad.fr}}\\[0.8ex]}}
\normalsize{\textsc{Ivana Radic}}
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\item[]{\small{\textit{Supagro Cirad Agtrain, Umr Innovation, France}}}
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\textbf{Abstract}
\begin{abstract}
\normalsize{
Mediterranean basin is an important biodiversity hotspot, threatened by the human agriculture activity. Since the ancient times one of the most important cultivations of the Mediterranean was olive and olive oil production. Today, throughout Mediterranean olives are cultivated using different methods: traditional , sustainable, organic, intensive or super intensive method. Each of these cultivation method threats biodiversity differently. In Europe there are over 100 protected denominations of origin for olive oil, a quality scheme for product diversity preservation based on geographical origin. In addition, international organisation Slow Food is developing projects for  biodiversity through preservation of agricultural products facing disappearance for the lack of productivity or traditional knowledge. 







In Sicily, small scale producers are on one hand facing the reality of agricultural production of olives, having choices of method of production (organic or conventional, traditional or intensive, certifications), variety, water use, pests, and among these choices about managing agrobiodiversity. On the other hand small scale producers have to face the market and marketing strategy choices for their final product. 







The aim of this paper is to reveal what marketing benefits for small scale producers are sustained by the care for local agrobiodiversity.







In spring 2015 I have visited olive oil producers from the territory of the east of Sicily conducting qualitative semistructured interviews. Moreover, I have included the web content analysis of available web sites of producers, as well as the Monte Etna consortium and Slow Food. 







Results suggest that the agrobiodiversity has potential benefits for product differentiation, based on different varieties and diversity of agroecosystems, providing the authentic territory and image of the product. Small producers have a possibility to involve into consortium of PDO Monte Etna or the Slow Food movement which has effect on promotion of their product and in certain cases on acquiring new customers. Having organic certification for the product has an effect of premium price in most of the cases. Marketing benefits can be an incentive for farmers for its fair and sustainable use of local agrobiodiversity.  }

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\noindent \textbf{Keywords:} Agrobiodiversity, geographical indication, marketing benefit, Slow Food 
\index[key]{Agrobiodiversity}
\index[key]{Geographical indication}
\index[key]{Marketing benefit}
\index[key]{Slow Food }
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