Valorización de una Indicación Geográfica Protegida. El caso de la carne de la Sierra de Guadarrama, España

This paper analyzes the relationship between the quality and value of a well-Protected Geographical Indications (PGI) with respect to its price, taking the experience of 20 yr of beef producers of the Sierra de Guadarrama. Through a qualitative research through the focus group technique and the use of the software Atlas.ti, it was found that the meat of the Sierra de Guadarrama has several factors that strengthen consumer confidence in the Autonomous Community of Madrid to the good and specialty, such as: cultural identity; the attachment to be a local product; good practices of animal health and meat safety. Despite the social prestige of the specialty, there are limitations to achieve better prices paid to farmers due to a market failure based on the lack of complete information to the consumer (importance of livestock to the preservation of the heritage landscape assessment), as well as a window of opportunity to improve the organization of the association, greater collective action of producers which helps to improve the form of governance, in particular their capacity to negotiate with other actors in the marketing phase and this may be a better balance between the quality, value and price to the farmer of the PGI.