Trust and food quality in the valorisation of geographical indication initiatives

This text delves into the elements on which the notion of quality of a product is built. We believe that, in addition to the standards that regulate a given quality seal, there are other elements that consumers link to the excellence that distinguishes them. In order to deepen these notions, we have chosen two localised agri-food systems (LAS), the first case corresponds to Iberian acorn-ham from Spain and the second to chorizo from Toluca in Mexico. We resorted to a mixed methodology by combining quantitative and qualitative techniques whereby a study of those food systems in two different socio-political contexts was approached. This methodology has allowed us to identify the importance of informal instruments, based not only on institutionalised certification, but on informal mechanisms such as trust and proximity between producers and consumers. The results of this study show how the food quality categories may be guided from various logics depending on the context, categories, and sort of stakeholders involved. Finally, we propose a categorisation of food quality based on the conceptual framework of trust. This categorisation allows the Geographical Indications (GIs) valorisation initiatives to visualise the elements on which they can be guided to work with the different qualities in their LAS.