The role of traditional products in the valorisation of marginal rural areas: the case of Iris Pallida

The paper was presented at the biannual symposium of the International Farming Systems Association held in Aarhus, Denmark in 2012. The workshop was called European realities – Asymmetric rural development and revalorization of marginal lands in Europe. Abstract Nowadays the problem of valorisation of marginal rural areas in Europe is significant. In Italy some traditional agricultural crops with high added value may play an important role for the environmental preservation and social and economic development ofsome marginal rural areas. The purpose of this paper is to analyze the problems and potential of developing traditional crops in marginal rural areas, through their valorisation as typical products. Two main research questions are addressed: Are there specific problems for traditional products in marginal rural areas? In particular, isthere a problem of loss of power and appropriation of value upstream the chain? The paper presents a case study analysis on the Iris Pallida supply chain. Iris Pallida is a minor crop, whose rhizome is usedby the international fragrance industry. The fieldwork carried out has allowed to point out that the problem of power and appropriation is relevant and should be addressed by strengthening collective action and enhancing horizontal and vertical coordination. Specific problems in therole of traditional products in marginal rural areas also emerge. These are mainly connected to the structure of farms, to the conflicting strategies and to the access to information and technical support. The consequence is a higher need for coordination, for public support and for integrated rural development actions such us structural consolidation, research and development, marketing and tourism promotion.