At its meeting in Ispoure (September 2003), the WMPA set itself the objective of setting up an international label for mountain products, capable of qualifying all types of production from the mountain regions of the world, with the dual aim of improving the economy of these regions and enhancing their culture.
A WMPA working group was looking further into the project and drew up an “orientation document” and the concrete methods of implementation, in application of the “charter of the world’s mountain populations”, the common values of the mountain populations’ lifestyles constituting the basis of the label.
This global label “products of the world’s mountain people” could be an “umbrella brand” for labels more specific to a particular mountain region and/or a particular mountain product. It would be developed in the framework of a broad partnership with the existing international organisations and with the national and regional WMPAs, which would be the first prime contractors of the project.
This approach would take into account the existing and planned labels (which only concern certain products and/or certain regions) and which would have to be assessed.
This project was presented to various member organizations of the International Mountain Partnership (www.partenariatmontagne.org), led by FAO, which recognized its interest.
The WMPA office held in Turin in December 2004 confirmed the agreement of the association’s leaders on this project, but showed the need to set up specific means to implement it.
This labelling project is a useful complement to other steps taken by the WMPA, in particular that of establishing a list of the laws and regulations specific to mountains in the different countries of the world.
Aim of the approach
The aim of the approach is therefore to define, in a partnership way, the content, the conditions for the implementation, the management and the promotion of an international label for mountain products, integrating current or projected labels, with the aim of developing the mountain economy while enhancing mountain cultures.
Contents of the study and animation project
The project will be carried out with the help of specialized consultants in 8 mountain regions of the world: Himalayas, Andes, North America, Europe, Mediterranean, South East Asia, Japan, Africa, represented within the WMPA. Coordination will be set up at the global level.
For each mountain region, an assessment of the existing labels (and a status of the projects) concerning the mountains will be carried out: nature of the labels, management method, results.
Then the consultant will have to establish a statement of the expectations of the mountain populations of the region concerning the WMPA labelling project, to be coordinated with the market prospects.
Finally, he will be able to establish, by region, proposals for a “regional” label : content, conditions of certification, control, promotion, animation among the mountain populations.
At the global level, a consultant will coordinate, animate, (possibly relaunch) the regional approaches and will feed them by circulating information. He will then establish the characteristics of the “umbrella” brand, the conditions of its certification, its control, its recognition and its promotion at the global level.
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Project management / partnership
- The WMPA association is the project owner of the study. A steering group “labeling” will be set up within the WMPA, which will include a specific representative of the 8 mountain regions and to which the international partnerships concerned will be associated.
- Local steering groups will be set up by the regional WMPAs in the same spirit.
- An invitation to tender will be launched for the WMPA for the recruitment of the team of consultants