Moldovan agriculture minister explains why shelf quotas are not enough

The promotion of local agri-food products must rely on real visibility, fair access in commercial networks and consumers’ education, not on imposing rigid quotas regarding shelf space. Minister of Agriculture and Food Industry Ludmila Catlabuga has made statements to this effect, in the context of public debates on the proposal to reserve up to 50 per cent of the linear length of store shelves for local products.

According to the minister, even though the intention to support local producers is legitimate, imposing fixed percentages does not necessarily represent a viable solution in a market economy. This approach is shared by some government representatives, as well as some producers and farmers, who believe that rigid administrative measures can create distortions and do not automatically guarantee an increase in the sales of Moldovan products.

‘’It is not enough to set 50 or 70 per cent of shelf space for local products, if consumers’ solidarity with our producers is lacking. Even if the products are displayed, they also need to be purchased,’’ emphasized Ludmila Catlabuga at a TV show this week.

The official stressed that the priority of the Agriculture Ministry was to create spaces dedicated to local products, well-positioned and clearly visible in commercial networks, which encourage consumers to reflect and consciously choose a local product. In this regard, the Agriculture Ministry cooperates with the Ministry of Economy, in order to develop a clear and coherent concept for promoting local products, focused on visibility, network access and consumers’ education.

A special emphasis is placed on supporting small farmers and micro-producers, who are gradually identified and integrated into promotional campaigns and commercial networks.

‘’We see more and more the openness of commercial networks, in order to participate in these campaigns and to offer access to small producers, which is an important step,’’ noted the minister.

Referring to the 'Bun de acasă' (Good from Home) campaign, Ludmila Catlabuga responded to criticisms in the public sphere regarding the promotion costs, estimated at about 300,000 lei. According to her, the expenses are justified, were provided for in the ministry's budget and complied with all legal procurement procedures, including competition among more bidders. The campaign has an impact, contributing to increasing the visibility of local products and stimulating consumers’ interest.

 

‘’The visibility of our products needs to be stronger. In my opinion, we even promote too little. I want consumers to have full confidence in Moldovan products, and this is built through campaigns, clear messages and especially through the quality of the products offered,’’ said the agriculture minister.

Authorities are relying on a mix of measures: active promotion, collaboration with commercial networks, support for small producers and consumers’ education, so that local products are not only present on the shelves, but also are preferred by buyers of Moldova.