Establishing communities of value for sustainable localized food products: The case of mediterranean olive oil

This case study of the Mediterranean extra virgin olive oil value chain aims to contribute empirical evidence to incorporating the agrobiodiversity concept within mechanisms for value enhancement of origin products, within sustainable local value chains, via building a community around products. The tools and mechanisms for market competitiveness and product differentiation of quality origin products are illustrated, contributing to food systems' transition towards sustainable development. Our analysis provides three stages of community building around the sustainable, local product: 1) The product positioning phase: all the activities chosen by the producer for the agricultural production, processing, and marketing for value enhancement; all the activities performed before the consumer encounters the product. 2) The consumer attraction phase: the moment when the consumer becomes familiarized with the product; the phase where the institutional capital plays an important role, as often the producers enter markets supported by different groups, networks, or institutions with which they partner. 3) Communities of value co-creation: the final stage of consumer engagement with the product. Communities of value connecting individuals through similar values of sustainability, agrobiodiversity, defending and respecting the environment, and tasty, nutritious food, are substantial components for the transition towards more sustainable origin food systems.