Improving sustainability of local pig breeds using quality labels – case review and trademark development in project TREASURE

The interest for traditional genetic resources, here comprised local pig breeds, has been increased in the last decades. Yet, at the time being, majority of local pig breeds still need to be supported with subsidies to ensure their conservation. However, the best strategy is if breeds could reach self-sustainability which is possible by an efficient marketing strategy of their products. The majority of studied breeds in project TREASURE are untapped, so the ambition is to develop an “umbrella” collective trademark that would gather together all breeds and that would create added values for their products. Major socio-economic aspects related to the implementation of the collective trademark include rights, responsibilities and expected added value for end-users. Based on the results obtained by an internal survey conducted in TREASURE, we have identified the main features of the collaborative trademark: 1) it should attract end-users such as farmers, breeders associations and meat processors; 2) it should be developed and promoted by an operational committee of end-users, under the coordination and supervision of TREASURE Consortium; 3) it should emphasize local pig genetic resources as the key common point, considering also production systems and nutrition; 4) it should explore possible collaboration or conflict with existing EU protected products (PDO, PGI, TSG) in order to optimally promote local products. An overview of intellectual property rights (IPR) in the context of pork value chains existing in the European Union is presented and prospects for TREASURE trademark analysed.