Within the TREASURE project a new trademark has been developed which is thought as an »umbrella« including all the European breeds and pork chain products involved in this project. The trademark is an important exploitation instrument for the project foreseeing also the future involvement of other organizations, paying attention to the development of a »sustainable pork chain«, assessing voluntary quality standards and procedural guidelines.
In a first phase, specific guidelines concerning concept and rules for the trademark were developed. In the following phase, intellectual property protection and issues of ownership have been analyzed, with the registration of the collective trademark as output.
TREASURE trademark allows breeders and producers of products from autochthonous breeds in Europe to make the special value of the breeds and products more visible to customers and the public.