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The case of Tuscan Oil represents a meaningful
example of the problems and obstacles that can arise
in the acknowledgement of an origin certification; they originate from the
width of the potentially involved area, from the presence of areas inside
it with their own particular features, from the heterogeneity in the type of
enterprises as well as in the quality and
image of the product and of the pursued valorization
strategies.
The process of the request for acknowledgment of an
origin denomination for Tuscan Oil had a sudden acceleration
starting from the approval of the National Law No. 169/92, which
instituted the denomination of National Controlled Origin for Olive
Oils, and of the following Rule 2081/92 which instituted D.O.P. and
I.G.P. The regional public institutions have chosen a "market
oriented" vision of the denomination, being then supported by the
largest part of associations and regional oil mills, associated
regarding to that matter. That approach was also motivated by the
need to obtain the copyright of the name "Olio Toscano" ("Tuscan
Oil") as quickly as possible, considering the existing confusion in
the market and the frequent unfair behaviours shown by bottling and
marketing enterprises.
The protection of territory specificity could be
obtained by dividing the regional territory in sub-areas, and by the
possibility to show the specific origin of the product on the label.
The protection of "Tuscan" name according to EU Rule 2081/92 was
obtained in 1998 in spite of high contrasts between oil producers
and their associations, blending companies and bottling ones, local
public institutions and European Union.
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The main passages are
resumed as follows:
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1992-93: after an intense debate regarding
which territorial level could be more suitable for requesting the
acknowledgement, the Tuscan Regional Council took a deliberation
by which it gave adverse opinion against request for local
denominations, some of which were already under presentation
(Lucca, Chianti, etc.). The process for acknowledgement of
National D.O.C started according to Rule 169/92, with strong
oppositions held by Oil producers of some areas;
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January
1994: the process of acknowledgement of a National D.O.C.
is suspended in order to allow to formalize the request of unique
regional D.O.P,. according to the simplified process acknowledged
by Rule 2081/92. The Disciplinary provides above all eight "added
geographical mentions" referring to sub-areas of production of a
certain fame that the producers shall have the chance to show on
the label.
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1996-1997: the European Union
Commission raised several objections, both from a procedural point
of view and referring to the chance to use the simplified
registration procedure even for added geographical
mentions;
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November 1997: The EU Committee for
the regulation of the Origin Denominations (after having obtained
for two times the adverse opinion of the specific Technical
Committee) refuses the acknowledgment of D.O.P. Tuscan Oil
advancing - besides some procedural flaws - the lack of a link
between the product and the geographic environment and the
heterogeneity of extra virgin oils produced in different areas of
Tuscany. Those reasons were criticized by many parties, also
considering the granting of other regional D.O.P. for such oils as
the "Umbria" or the "Liguria" ones, whose situation seems similar
to the "Tuscan Oil". Therefore, the competent sectors of the
European Union forecast the chance of acknowledgment of an I.G.P.,
which could occur according to the same Disciplinary presented to
request the D.O.P. The Promoting Committee of Tuscan D.O.P.
transforms the request for D.O.P. in a request for I.G.P.,
preferring not to appeal to European Court of
Justice;
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December 1997: The National DOC is
cancelled by judicial act on the initiative of an association of
oil producers. Further to the confusion aroused, some important
national distribution chains suspend the sale of Tuscan Oil
bottled with own trademark;
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February 1998: The EU Committee for
the regulation of the Origin Denominations approves the IGP "Olio
Toscano" according to the same Disciplinary suggested for DOP. The
possibility to indicate the added geographical mentions on the
label corresponding to specific sub-areas is provided for; all the
phases of the production process, bottling process included, will
have to be developed in Tuscany. The enrolment in the Register of
the DOP/IGP is provided by EU Rule no. 644 dated March 1998.
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Tuscan Oil is certainly very famous in Italy and up to
nowadays it is the only oil that has obtained the
IGP, while all the other requests of protection ended up
with the obtainment of a DOP.
The IGP "Toscana" provides the consumer with the same
warranties about the origin of the product protected by DOP, but it
could cause a penalization in terms of marketing image, considering
that the IGP itself represents an inferior acknowledgement in
relation to the DOP (even though it requires the same management and
control expenses); the impact on the consumer’s choices and on the
choices of the large bottling and distribution companies has to be
verified, above all facing the availability of several other DOP
oils with cheaper production expenses than the Tuscan one.
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The
Events
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Castiglione d’Orcia Spring Fair with appetizers,
tastings and sale of local products. March
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Vivo d’Orcia Showing Fair of Biological
Products 3rd Sunday of July
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Siena Traditional Fair of St. Joseph "Frittelle"
and local production toys on sale 19th of March
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Murlo Medieval Fair June
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Murlo Cross-country Race and Etruscan Banquet
August
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where to eat
where to sleep
where to buy
istitutions