Quality Seal for Artisanal Chorizo in Valle de Toluca: Keys to Obtaining a Collective Brand

Abstract

Objective: To identify the socioeconomic and cultural conditions necessary for obtaining a quality seal for artisanal chorizo in Valle de Toluca, Mexico. Methodological Design: A qualitative approach was made from the perspective of Localized Agrifood Systems, for the analysis of an artisanal food. The participative approach, observation, and semi-structured interviews were useful tools to carry out the research. Results: Valle de Toluca has a traditional food that identifies it, as is the case of chorizo in its red and green versions, around which there is the possibility of implementing a quality seal for its differentiation and protection. Limitations: The study was limited to the work carried out with the chorizo producers belonging to Valle de Toluca; in this sense it is necessary to assess the implementation of a differentiating seal for a traditional food which faces disloyal competition, both from the producers’ trade union and from the food industry, consisting in the elaboration of generic products that have the same name, although their quality is not the same. Conclusions: It is necessary to develop a participative and territorial perspective.