Christmas tree label of origin
Description
Brief description of the instrument and its modus operandi
The association of Christmas tree producers in Styria set up a label for marketing. The association also does joint purchase, advise and advertising
Which problem the instrument is supposed to solve?
Growing market from foreign countries with cheaper prices.
Purpose or main objective / overall goal of the instrument?
Create a quality label for domestic trees.
Side objectives/goals of the instrument?
Information exchange and provision, rationalisation, joint advertising, quality g.
Innovation content or potential of the instrument?
Better marketing through trusted quality label.
The initiator/promoter of the instrument?
Private sector: Chamber of agriculture and forest association
Which organizations are involved in the operationalization of the instrument?
Private sector: Chamber of agriculture and forest association
What roles do these organisation play in each of them?
Association used to belong to the forest association, outsourced (separate association) in 2011, Manager of Christmas Tree association is employee of chamber of agriculture
How the monitoring is ensured?
mainly monitoring during selling season, done by board members of association (plan to hire external staff to do monitoring in future)
How is the overall performance of the instrument?
Growing (members 2011:40, 2014:Yes)
Brief description of the context for the emergence of the instrument
pressure because of cheaper trees from foreign countries; a joint project to raise the awareness of the customers was developed;
Have any of the items mentioned above changed since the instrument entered into force?
No
Details
references: Brunner (Master thesis)
Related to
• Associations for joint production
• Associations for joint marketing
| Instrument | |
| Year | 1993 (2011) |
|---|---|
| Affected actors | Landowner/land manager |
| Products | Christmas trees |
| Countries | Austria |
| Regions (NUTS 2) | Styria |
| Geographical scope | Regional |