=Paper=
{{Paper
|id=Vol-2761/HAICTA_2020_paper46
|storemode=property
|title=Advancing the Value of Local Livestock Breeds: The Case of Greek Cheese Ladotyri Mytilinis
|pdfUrl=https://ceur-ws.org/Vol-2761/HAICTA_2020_paper46.pdf
|volume=Vol-2761
|authors=Maria Spilioti,Spiros Stahtiaris,Antonios Kominakis,Pavlos Karanikolas,Konstantinos Tsiboukas
|dblpUrl=https://dblp.org/rec/conf/haicta/SpiliotiSKKT20
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==Advancing the Value of Local Livestock Breeds: The Case of Greek Cheese Ladotyri Mytilinis==
https://ceur-ws.org/Vol-2761/HAICTA_2020_paper46.pdf
Advancing the Value of Local Livestock Breeds: The
Case of Greek Cheese Ladotyri Mytilinis
Maria Spilioti1, Spiros Stahtiaris2, Antonios Kominakis3, Pavlos Karanikolas4,
Konstantinos Tsiboukas5
1
Doctoral Candidate – Department of Agricultural Economics & Rural Development
Agricultural University of Athens, Greece; e-mail: spimaria1@gmail.com
2
Doctor – Agriculture Economics Research Institute (AGRERI), Greece; e-mail:
spiros.stachtiaris@gmail.com
3
Associate Professor – Department of Animal Science and Aquaculture, Greece; e-mail:
acom@aua.gr
4
Associate Professor – Department of Agricultural Economics & Rural Development
Agricultural University of Athens, Greece; e-mail: pkaranik@aua.gr
5
Professor – Department of Agricultural Economics & Rural Development Agricultural
University of Athens, Greece; e-mail: tsiboukask@gmail.com
Abstract. The present study aims to develop an effective niche marketing
strategy for Ladotyri Mytilinis. There will be a particular emphasis on the
preservation, protection, and promotion of the local Lesvos sheep breed.
Interviews took place at livestock cooperatives in Lesvos, to collect primary
data. ‘Ladotyri Mytilinis’ is a traditional Protected Designation of Origin
(PDO) cheese made from the milk of the autochthonous Lesvos sheep that is
part of the local agricultural heritage and major shaper of the island’s
ecosystem. Enhancing the ties between the indigenous sheep breed and
Ladotyri Mytilinis is a significant step towards sustainable rural development,
as well as the differentiation of Ladotyri Mytilinis through effective product
placement. The recognition of the multiple benefits of maintaining the local
breed can be an essential part of an improvement plan for the promotion of this
cheese, which can generate a substantial upgrading of its value chain.
Keywords: Local; Breed; PDO; Marketing Plan.
1 Introduction
Over the last years, the global population is growing rapidly rendering food
security of paramount importance. Furthermore, in the context of climate change &
environmental degradation, sustainable food production has also to be ensured
(Smith & Gregory, 2013). The genetic diversity of local breeds can improve the
productivity, adaptability, and resilience of agri-food value chains (Osman et al.
2017, EUR-Lex 2013). However, several indigenous sheep breeds of Greece are
threatened, due to the abandonment of traditional production systems based on local
breeds and the import of foreign high producing breeds (Biscarini et al. 2015,
Mansoner et al. 2018)). Linking local breeds to the traditional high-quality products
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can advance the value of indigenous sheep genetic resources, contributing to the
sustainable and economic development of less favored areas (Mathias et al., 2010).
Ladotyri Mytilinis (LM), a Greek traditional cheese, is a striking example of this.
The cheese has Protected Designation of Origin Status (PDO) and is made from milk
of the Lesvos sheep breed (Qualigeo.eu, 2020). This breed is an important
component of the cultural heritage of Lesvos (Sossidou et al, 2013). More
specifically, the Lesvos dairy sheep can provide public goods and remarkable
ecosystem services to society as a whole, such as the preservation of agricultural
landscapes, the conservation of biodiversity, the development of superior food
products and the promotion of alternative tourism. Nowadays, consumers tend to buy
ecologically friendly products emanating from animal-welfare production systems
(Grunert et al, 2014). In this context, repositioning the LM cheese on the market by
highlighting the positive external economies via utilization of the Lesvos sheep, is
expected to upgrade the examined value chain.
2 Theoretical background
Nowadays, niche markets for several livestock products are constantly growing
(Hamlin et al, 2015). Niche marketing approach is a specific advertising strategy that
concerns a small segment of a common market. Specifically, this strategy focuses on
the satisfaction of specific customer requirements. Differentiation is a key for
successful niche marketing. Differentiated products with added value include unique
and distinct attributes in comparison with commodities products (Rawls et al., 2002).
With regard to the livestock sector, small farmers can achieve sustainable
development goals, through implementation of niche marketing principles (Nozaka et
al. 2010). Limited access to economic resources is a very common problem for
smallholders. Through the adoption of a niche marketing strategy, farmers will have
the opportunity to work in a smaller market segment, less competitive, achieving
higher prices with use of limited resources. Since in the latest years consumers’
preference gradually shift to local products, a great opportunity for small – scale
livestock farmers to compete with large companies is emerging (Lev & Gwin 2010,
Oberholtzer et al., 2014).
3 Methodology
As far as the examined cheese is concerned, an integrated marketing plan was
drafted. PESTLE ANALYSIS and SWOT ANALYSIS were used as strategic
planning tools. First, LM’s internal environment was analyzed. Then, PESTLE
analysis was employed to highlight the external macro environment of the cheese
market, through the description of Political, Economic, Social, Technological, Legal,
and Environmental factors. SWOT analysis was used to summarize the internal and
external environment that affect the specific product. The internal environment
shows the strengths and weaknesses, while the external environment includes the
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threats and opportunities of the product (Bernroider, 2002). Primary data were
collected through in-depth interviews with the heads of two sheep cooperatives, five
sheep breeders and institutions, during March 2020. A comprehensive literature
review, followed.
4 Results
4.1 Internal environment
LM received the PDO certification by the European Union (EU), in 1996.
According to the EU food legislation on PDO, this specific cheese must be produced
in a traditional manner within the limits of the island. The vegetation, the
homonymous sheep breed and the specific know-how have influenced the evolution
of the product (Qualigeo.eu, 2020). According to ELGO (2019), a total amount of
342 tons of LM were produced in 2018, while the respective production was 460,
365 and 432 tons in 2017, 2016 and 2015, respectively. In total, eleven dairies are
active in the production of LM on the Lesvos island. The estimated exports of LM
amounted 17,2, 17,7, 22 tons and 9,7 tons in 2018, 2017, 2016 and 2015,
respectively (ICAP2019, ELGO 2019 - provisional data). Most recently, eight
producer groups have been set up on the island, consisting of a total of 350 farmers
producing about 7,000 tones of milk. In the Greek market, there are conventional and
organic LM with prices ranging from 13.50 euros to 16 euros per kilo (Field
research, 2020).
LM is regarded as an emblematic product for the local society with strong ethnic
and cultural ties. The cheese has been produced since the times of Homer, making it
one of the oldest and rarest Greek cheeses. Traditionally, maturation and preservation
of LM take place in extra virgin olive oil. In contrast, a modern way of preserving
LM cheese is through cover with paraffin wax (Qualigeo.eu, 2020). Women’s
agrotouristic-manufacturing cooperative of Parakila also produces LM (Association
of Agricultural Cooperatives of Lesvos, 2012).
About 260,000 purebred animals are being kept on the island (Ministry of Rural
Development and Food, MRDF, 2015) dispersed over 2000 farms of medium sized
flocks (100–200 animals) under a semi-intensive production system. Of these,
n=40,000 ewes are officially milk recorded (A4 method) by six livestock
cooperatives. These animals serve as a nucleus for application of genetic
improvement programs suited to the breed. In 2014, the average milk yield ranged
from 140.20 to 285.58 kg per ewe and year (Lesvos sheep breeders association,
2020). Most of the ewes are hand milked while only a limited number of farms have
milking machines. Sheep graze all year round in olive groves or pastures of low
productivity and grazing capacity. Animals’ nutritional requirements by pastures are
estimated to be covered by only 10% to 20%. Self-produced feed is not sufficient in
quantity, while the purchased feed is expensive due to the high costs of transportation
(Field research, 2020).
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4.2 External environment
Results of PESTLE analysis showed:
i) Political Factors: the recent efforts to set up the Feta Cheese Interprofessional
Organization seem to pave the way for the rest of the local cheeses. An Inter-
professional body can enhance the protection and the promotion of local cheeses’
signature brands (FAO, 2017). Economic factors: the production of PDO cheeses
accounted for 63.2% of total production by industrial enterprises in 2017 (ICAP,
2019). In the Greek market, imitations of the LM are also sold. More specifically, on
other Greek islands similar cheese recipes called Ladotyri are also produced. The
latest market trends show an increase in sheep milk prices as the available quantity of
ovine milk is low and the demand is high. Often, tourists buy local foods, supporting
the economic development of the local community.
Social factors: local sheep breeds have shaped the cultural landscapes of the
country (Ispikoudis et al., 2004). Women have a multifunctional role in animal
husbandry and especially in the production of dairy products (Europa, 2016) and
particularly in cheese making. Moreover, women are keepers of local livestock
breeds using animals that are more resilient and of lower workload (FAO, 2016).
Technological factors: Greece has a long tradition of cheese-making, which was
acquired over time. Innovative methods for the development of cheese products are
passed down from generation to generation.
Legal factors: ELGO DIMITRA (former Organization for Certification and
Supervising Agricultural Products - O.C.SAP., with the distinctive title Agrocert),
has undertaken the control and certification of the LM cheese. Environmental factors:
demand of organic dairies increase steadily since consumers are concerned about
milk additives. Consumers are willing to pay more for products sourced from
distanced mountainous and island areas where the level of animal welfare is
considered higher (Zuliani et al., 2018).
Results of SWOT analysis derived from internal and external environment results
are in Table 1 while actors in LM value chain are summarized in Table 2.
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Table 1. SWOT analysis for Ladotyri Mytilinis.
Strengths Weaknesses
• Protected Designation of Origin (PDO) • High feed cost (dependence on imported
cheese animal feeds)
• Using traditional methods • Lack of suitable livestock farming
• Animal recording and genetic facilities
improvement of the local sheep breed • Unfair distribution of profits along the
• Creation of collective structures value chain
• Increasing trend in production • Grazing pressure, poor pasture quality
• Increase in exports and abandonment
• Creating job opportunities for of pastures (no efforts to restore and
youngsters and women improve pasture quality)
• High adaptability and resilience of local • No method of breed verification,
breed, lower veterinary costs product authenticity, traceability and
• Milk quality of local breed protection
Opportunities Threats
• Consumers are interested in animal • Other cheeses produced outside Lesvos
welfare with the name Ladotyri
• Increased demand for eco-friendly • Unlimited import of dairy
products, with significant symbolic products, without protection for
value local products of Greece
• Establish of cheese inter- • Massive introduction of foreign high
professional Organization can help yielding breeds of sheep
farmers to acquire more fair prices, • Reduction in milk price
better access to inputs and services
• Back to the origins. LM in olive oil in
a modern package
Table 2. Actors in Ladotyri Mytilinis value chain.
Level in value Number of economic Comments
chain units
Farms 3.273 The producer price was set at 80 cents per liter
in 2017, while in 2015 it was at 1 euro.
This year ranged from 0.78 to 0.84.
Cooperatives 6 The Mantamadou agricultural cooperative has
its own cheese making facility
Dairies 11 Some dairies play the role of wholesaler
Source: Field research, Association of Agricultural Cooperatives of Lesvos, 2012
5 Discussion
PDO certification works as a tool to protect local breeds. Nevertheless, policy
makers should consider further protecting for the examined cheese from other
imitation cheeses on the market and use of ovine milk originating from foreign sheep
breeds. Increasing the productivity of local breeds through application of modern
selection schemes is considered a crucial step for their survival. Today, consumers
are interested in the practices applied on farms (Olynk, 2012). However, many times,
communication between farmers and consumers is difficult. Information on the
production system, the sheep breed used and welfare efforts must be clearly visible
on the packaging (Roe & Buller, 2010). Tourism can play an important role in the
upgrading of local breeds. In several developed countries, the value of local breeds is
recognized in the development of fine gastronomic delicacies. It is necessary to
include LM in the menu of local restaurants throughout Greece and foreign countries
(Greek breakfast in hotels of Lesvos, Saganaki in restos). At the same time, the
creation of visitable farms can further help in recognizing the value of local breeds,
creating a new perspective of alternative – thematic tourism. Maintaining the local
breed can empowerment female entrepreneurship. Better pasture management,
through rotation grazing and systematic improvement can reduce the feeding costs
while upgrading the value of the agricultural landscape. The Lesvos sheep breed can
have satisfactory milk yields in the semi-extensive production system, covering their
nutritional needs from the pasture and from the low-cost feeds. The sheep numbers
can be reduced if the most efficient animals are selected. In this way, the grazing
pressure and production costs will be reduced.
6 Conclusions
The culture of Lesvos is closely linked to the local Lesvos sheep. Niche marketing
can encourage breeders to maintain their entire ecosystem of LM, gaining higher
prices and preventing it from being converted to another use. More studies are
warranted to investigate the contribution of local breed in highlighting the value
chain of LM. The policymakers can assess the cheese’s current situation and can
make vital decisions to shape the product’s future. Through the proposed marketing
tactics and strategies, the added value of local breeds and their products can be
increased.
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