Are quality regulations displacing PDOs? A choice experiment study on Iberian meat products in Spain

Abstract

The publication of the Spanish Quality Standards legislation regulating meat products from Iberian pigs has meant the obligatory certification of the system of production, feed, and breed in the Iberian pig sector. The Standard is designed to ensure the quality of the final product, avoiding the frauds that may have occurred previously taking advantage of the heterogeneity of the product. Traditionally, the Protected Designation of Origin labels offered the consumer guarantee and security, but this role has largely been taken over by the Quality Standards. In this context, there is a need to study consumers’ knowledge and valuation of these two quality indicators. It has been observed that, although PDOs are better known than the Quality Standards, consumers are willing to pay only a small premium for Iberian products with a PDO. Hence, PDOs need to be reoriented so as to provide added value to the product.