ABSTRACT
In the last decades, numerous food regulatory councils have been established in Spain, specifically in the wine, olive oil, and cheese production sectors. Among other activities, regulatory councils perform different controls of the foods to insure and maintain their quality (Benedito, González, Roselló, & Mulet, 2006; Espejel, Fandos, & Flavián, 2008). Regulatory councils report to the government as ultimate owners of the brand, and have the right to admit, exclude, or penalize their adhering members (Barcala, Díaz, & Arruñada, 2001). Typically, regulatory councils play three fundamental roles: (1) elaborating/approving technical rules, (2) ensuring that those participating (“agents”) benefit from protection of the brand while abiding by a council’s regulations, including with regard to quality controls during production processes, and (3) conducting brand development and promotional activities (Barcala et al., 2001). In the case of wines, the rigorous controls can enhance consumers’ perceptions of quality (Espejel & Fandos, 2009), and wines can be then “sold under protection of certified origin” (Vaamonde, Sánchez, Vilariño, Pazo, & Travieso, 1997, p. 179). For producers, there is also a significant advantage in terms of “accreditation” and in enhancing status or image of their products through quality “brands” or “stamps” (Espejel & Fandos, 2009).
