ABSTRACT
Conegliano Valdobbiadene Prosecco Superiore DOCG is doubtlessly a quality-oriented, sustainable agri-food product. The section makes the use of the theoretical background provided in previous chapters to show (1) why the production is managed and organized in a consortium, seen as an efficient transaction costs (TC) minimizing governance structure and (2) how economic efficiency of the organization, food quality, and environmental sustainability can self-enforce and cause no trade-off in the case of the Conegliano Valdobbiadene Prosecco Superiore DOCG. Those questions are addressed with the theoretical framework of TCE. The main findings show that the potentially moderate opportunistic behavior, average complexity, average dedicated and human capital asset specificity, brand name, and high site asset specificity increase transaction costs. Those increase ex-ante TC but are fundamental to clearly define the product identity, quality, and excellence. In this perspective, complexity is increased by the regulation of wine grapes’ trade for the production of Prosecco DOCG. The Prosecco producers, adhering to the Consortium, can purchase wine grapes in the “free market” and/or from cooperatives of wine growers. The latter product is much more costly than the Glera grapes traded in the market. However, the regulation and trade conditions force cooperatives to sell very high-quality Glera grapes. By purchasing from the cooperatives at a higher price, the Consortium purchases a very high-quality production input that guarantees a better wine. At the same time, the Consortium contributes to strengthen social cohesion by supporting the local grapes producers’ cooperatives. The Consortium represents the most efficient, hybrid structure for coordinating and regulating transactions. By regulating the quality of wine grapes, the Consortium also preserves sustainability with an emphasis on social sustainability.
