L’esperienza della Igp Radicchio di Treviso Rosso: fattori di successo e impatto sulla filiera

The subject of the present research is the Radicchio of Treviso Rosso Igp, in the specific typologies of tardivo and precoce, which culture is particularly widespread in the provinces of Treviso, Padua and Venice and that has received the European recognition in 1996. The main purpose of this research has been to analyse if the community guardianship has brought benefits to the productive flow as a whole and, more specifically, to the enterprises of the production sector. At this purpose the sector of radicchio has been presented describing production, market and institutional factors. In particular, it has been pointed out the impact of European recognition on 23 enterprises members of the Consortium for the tutelage and valorisation of the Radicchio of Treviso Rosso (and the Radicchio of Castelfranco Variegato) constituted in 1996. The result is a positive impact due to quality politics pursued by the Consortium, the adoption of an innovative trade packaging, the greater visibility of radicchio even out of the traditional areas of production and consumption. In fact, these factors have yielded the prices of the different typologies of radicchio, not only the Igp one, giving to the enterprises the possibility to get better economic performances. In the future, the same positive results could be gathered through a more efficient contrast at the smuggled goods, promotional activities and increasing of supply.