The Regional Secretariat for Agriculture and Food has begun reviewing the criteria for awarding the Azores Brand. This process includes a working group and a proposal that will be debated in the Regional Legislative Assembly.

The decision to set up the working group, which will be composed of representatives from four regional secretariats: Agriculture and Food; Finance, Planning, and Public Administration; Tourism, Mobility, and Infrastructure; and Youth, Housing, and Employment, has already been issued.

Speaking to DI yesterday, the regional secretary for Agriculture and Food, António Ventura, assured that everything is open, from making the brand more “identifiable” and exclusive to opening up the range of products that can carry the seal.

This reflection comes when the Azores Brand is celebrating its 10th anniversary. “It has 308 member companies, more than 8,000 seals awarded, and has been growing. It has been 10 years of service to the Azores, promoting Azorean products, both food and non-food. It is important to reflect on the brand’s identity,” said the government official.

He pointed out that it is a question of defining “whether we should continue to have the same criteria for awarding the seal, whether the criteria should have another identity that is more representative and genuine of the Azores, or whether they should be broadened.”

António Ventura said that the regional government has a study on the matter and a satisfaction survey.

“The study indicates a differentiation of the brand. It points to the existence of several brand levels, according to their excellence. The truth is that it is a proposal, it does not mean that it is the final decision,” he said.

According to the regional secretary for agriculture, the working group should hear from partners such as the Azores Agricultural Federation, the Chambers of Commerce, the Fisheries Federation, and others.

“To understand whether everything should have the Azores Brand or only those products that have a more distinct identity,” he stressed.

According to António Ventura, the Azores Brand enjoys ”great worldwide acceptance.

“Just look at the various events we participate in around the country, at the various international fairs… There is a lot of curiosity about the brand and the products, whether food or not, but mainly agri-food products. We have a problem with supply, the ability to supply what large companies want,” he reflected.

“Should we expand the Azores Brand to other products with quantity or restrict ourselves to product excellence, where the price is different from the quantity? Everything is on the table,” assured the regional secretary.

The working group will survey the need for legal or regulatory changes and draft a proposal to amend the Azores Brand certification.

A deadline of 90 days has been set for the work to be completed.

The criteria surrounding the Azores Brand are set out in a regional legislative decree, which, to be amended, will have to pass through the Azorean Parliament. “At that point, the parties will be heard. The executive is working with all economic partners and then it will go to Parliament,” reiterated António Ventura.

The goal, he stressed, is “the greatest possible unanimity on this ambassador for products that is the Azores Brand.”

In Diário Insular – José Lourenço, director.

Translated to English as a community outreach program from the Portuguese Beyond Borders Institute (PBBI) and the Modern and Classical Languages and Literatures Department (MCLL) as part of Bruma Publication and ADMA (Azores-Diaspora Media Alliance) at California State University, Fresno, PBBI thanks Luso Financial for sponsoring NOVIDADES.