The name is absent



Table 4 shows the brands of certified beef developed by retailers in Spain and Italy
with highlighted product guaranteed attributes.

Table 4.Brands of certified 3 beef developed by retailers in

Spain and Italy

Retailer
name

Spain______________________________________________

Italy_________________________________________________________________

Brand________

Characteristics____________________

Brand____________

Characteristics_________________________

Carrefour

Calidad

Tradicion

Carrefour

Pure cattle breeds and cross-
breeds;

100% vegetable feed;

Full traceability from farm to
store;

Slaughtered and cut in Spain.

Filiera       Qualità

Carrefour

Full respect of animal welfare for
calves and beef;

Vegetable feed free from growth
hormones and chemically synthesized
products, including health treatments;
Full traceability and recall;

Born in France and Italy;

Italian slaughterhouses and feed
producers;

Three French breeds (Limousine,
Charolais and Garonnese) and one
Italian breed (Piedmontese)._____________

Auchan

Produccion
Controlada
Auchan
«Villa del
Monte»
brand

Animals bred in Certicar certified
farms;

100% vegetable feed;

Packaged between 48 and 96h
after slaughtering;

Reinforced control mechanism
concerning the use of growth
promotors and antibiotics;

Full traceability from farm to
store._____________________________________

Filiera Controllata

Auchan

Animals selection;

Respect of breeding methods, such as
vegetal feeding, animal welfare, etc.,
both for calves and beef;

Chain third part certification and
traceability (full traceability from farm
to store);

Slaughterhouses selection and audit;

Control during transport;

Good taste .______________________________

Eroski

Carnspalleja,
Consumer
Natur Q,
Consumer
Natur,
Vacuno

Kampio______

Animals bred in Certicar certified farms;

100% vegetable feed, without use of growth promoter antibiotics;

Full traceability from farm to store;

Minimum maturation period (varies according to the weight of the carcass).

Not
present
in Italy

COOP
Italia

Not
present in
Spain

Qualità     Sicura

COOP

Selection of the breeds (Limousine and Charolaise);

Controlled feeding (vegetable and OGM free) and fattening;

Analyses on animals, farms and meat for anabolic steroids, drug residue,
environmental pollution and microbiological features;

Respect of animal welfare;

Selection and strong contracts with slaughtering and cutting;

Internal audit._____________________________________________________________________________

Esselunga

Not present in
Spain

Naturama

Cattle from Ireland bred extensively: (< 2 grazing heads/ha), intensive
laboratory test program on beef quality and safety;

All suppliers (often on an exclusive basis) accept these specifications and are
obliged to undergo the inspections of the Esselunga technicians (safety and
organoleptic quality of goods).______________________________________________________

Panorama
(Gruppo
PAM)

Not present in
Spain

Programma Natura

Selections of breeds (Garonnese and Piedmontese cattle);

Full traceability;

Breeding information;

Nourished with the fodder and feed produced by the farms and
slaughtered on site in order to reduce the stress provoked during
transportation._______________________________________________________________

CONAD

Not present in
Spain

Percorso     Qualità

Conad

Controlled feeding;

Good farming practices;

Internal audit of the full supply chain;

Full traceability;

Labelling: breeds, age and category (veal, etc.).________________________________

Source: our own elaboration on Sans et al. (2004).

The organisational mechanisms adopted by Carrefour group in Italy and Spain seem
very similar. Probably, the market context of such countries, more similar
compared to the French one, justified this behaviour.

In Spain also Auchan adopted a similar mechanism than Carrefour. As shown by
Sans et al. (2004), these common strategic choices of both groups for their beef
supply was not found in France. There, each retail group reacted differently to the
same problem, the BSE crisis, partially because of the hard competition, stressing
the different solutions applied. Whereas in Italy, Auchan- Sma for its product line
“Filiera Controllata ” (Controlled supply chain), has signed the interprofessional

3 Audits are carried out by third part (independent body) and in- house inspections.

16



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