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4.2.1 Knowing the most common types of quality labels associated with bivalve molluscs in Europe

In Europe, the labels associated with bivalve molluscs are fundamental tools for product promotion and differentiation on the market. In the five countries analysed, there are different types of labels, including designations of origin, geographical indications, collective labels and quality certifications.

In France, designations of origin and regional labels are particularly well developed, especially for oysters. These labels communicate a strong link with the territory and guarantee high quality standards. Although they are not known and recognised at European level, for the French consumer they are a sign of safety and reliability. The same is true in Ireland, where many products are certified with national labels that are not known on the international market. However, in the same way, the Irish production sector has also adopted international labels, such as MSC, due to the great importance of the export sector and to also communicate the quality and safety of the product to consumers in other countries.

In Italy, PDO and PGI labels are also increasingly used in the shellfish sector, although still to a limited extent compared to other agri-food sectors. The BIO label is very widespread, partly due to the fact that it is not too complicated for farmers to meet the standards imposed by organic certification, as the farming of bivalves in itself does not involve the addition of nutrients or antibiotics.

Spain makes effective use of Protected Designations of Origin (PDOs) to promote Galician mussels, while for Valencian mussels there is the "Clóchina de Valencia" brand, a registered collective label managed by the Agrupación de Clochineros de València y Sagunto. The label guarantees that the molluscs are farmed exclusively in the 22 bateas in the ports of Valencia and Sagunto.

In Greece, labels are less developed, but there is a growing interest in regional promotion tools and international labels, given the marked propensity to export the farmed product. Quality and sustainability certifications represent a further level of differentiation.

In Ireland and France, these labels are often integrated into marketing strategies, while in other countries they are still under development.

Knowledge of these tools is essential for companies that intend to compete in EU and international markets, as it allows them to effectively communicate the value of the product and meet consumer expectations, as we will see in the next section.