Abstract
Abstract Fierce market competition and growing consumer demand for quality have spurred organizations to seek certification as a way of differentiating their products and services from those of competitors. Geographical Indication (GI) is a type of certification that has received attention from agribusiness. The significance as a cultural artifact (e.g., locally-produced curd cheese) does not lie in the product itself, but in the relationships that are established between those who produce it and those who consume it, thereby highlighting the interrelationships of these symbolic production practices. This study seeks to understand how the process of GI certification has conferred new meaning on (re-signified) artisanal production of curd cheese in rural parts of the Brazilian state of Pernambuco. GI adds value to the product, making it competitive. Discourse analysis enabled comparison of the cheese's original cultural meanings with those outlined by Curd Cheese Certification Association (CCCA) member-producers. Certification-driven innovations have helped CCCA member-producers to re-signify their artisanal production, while providing a clear understanding of both the material and symbolic dimensions of improvements perceived to have occurred in the production process.
Highlights
Fierce market competition and a growing consumer demand for quality have spurred organizations to seek certification, which, in addition to differentiating products and services, enhances consumer confidence
Based on the studies of Du Gay et al (2013) and Johnson (2006), we developed a theoreticalmethodological process to investigate the subjective and objective dimensions guiding the production of cultural artifacts (Table 1)
The main conclusions take us back to the study’s framework research question: how does the process of geographical indication re-signify artisanal production of curd cheese? In generic terms, formal production has been represented as a manager’s commitment to providing safe and high quality food. This commitment is chosen rather than imposed, since compliance with the legislation that governs the production of milk and derivatives does not bear any warranties with respect to safety or quality
Summary
Fierce market competition and a growing consumer demand for quality have spurred organizations to seek certification, which, in addition to differentiating products and services, enhances consumer confidence. Regardless of the type of certification, the seals obtained through such a process ensure that the certified product meets criteria imposed by a given regulatory agency (Kim, Song, & Yeo, 2016). In order to obtain a certification, it is necessary for the characteristics of the product, such as a cheese, to be evaluated to assess whether it meets certain standards (Vázquez-Fontes, Sanchez-Vera, Castelán-Ortega, & Espinoza-Ortega, 2010). Termed natural products, Geographical Indication (GI) is a sort of certification that catches the attention of economic agents with an interest in agribusiness (e.g., specialists, managers, academics, consumers and government organizations). The present study, by contrast, investigates the meanings connected to artisanal production undergoing such a certification process, based on an epistemological Cultural Studies perspective (Hall, 2008; Johnson, 2006)
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