The speakers of today’s session: Rafael del Rey, Alfonso Marín, Francisco Martínez and Ángel Villafranca
The 'Coordinator of Farmer and Livestock Breeder Organization - Rural Initiative' of Castilla-La Mancha has organized this great date with the wine sector
The informative session 'Manchego Winemakers and the CMO on Wine', organized by COAG-IR, has been one of the first programmed activities to take place at the National Trade Fair on Wine, FENAVIN 2009. At this session both the Interim Secretary General of the organization Alfonso Marín Salcedo, as well as diverse representatives of the sector have offered their points of view on the Common Market Organization on Wine in the European Union, where all of them coinciding in the idea that a lot of hard and good work is necessary to increase sales, in particular in promotion.
This is the view that with different words and from diverse angles has been present throughout the session. In the first place, after a brief presentation made by Marín Salcedo, Director General of the Spanish Wine Observatory (OEMV), Rafael del Rey has followed-up by developing the view of the markets, insisting that "the only way of maintaining the sector is by selling wine. For this we need the markets and the maximum amount of information that is possible about them so that we can attempt to satisfy their demand and increase sales of wine".
Del Rey also explained that Spain has been exporting more than it consumes during the last four years. In as far as the conclusions about the markets are concerned, he asserted that the crisis, financial and in consumption, is affecting the sector increasingly more, both in national sales and exports, in applications for start-up and in the situation of the wineries. "It is quite clear that in the mid-term we cannot depend on the subsidies, because they are not eternal, however, on the short-term we have to take advantage of the ones that are available", he asserted, to then go on by referring to the chapter that the CMO on Wine has foreseen in that pertaining to promotion in third countries.
According to the Director General of the OEMV, initially this Law has been well received and it has come to be at an extraordinary moment for internationalization, thus if the subsidies are handled with flexibility it will be possible to profit more from them, with special emphasis on the diversification of markets, on broadening the portfolio of products and on promoting new instruments to support sales. "Innovation, the environment, the connection with health, direct sales, better commercial departments... there are many elements so that the Spanish wine sector can skillfully handle the situation".
The President of the UCAMAN (Union of Castilla-La Mancha Cooperatives), Ángel Villafranca, has been in charge of presenting the view of the production sector, and although he is critical with this legislative measure, he did affirm that the CMO on Wine will be promoting something that is a novelty. "For the first time it will allow us to carry out a wine market policy. Now hiding behind Brussels is no longer viable, and what we have to do is promotion, restructuring and legislation, the three pillars over which we have to really work in-depth", he explained.
On its part, the point of view of the Administration was represented by the Director General of Agricultural Production for the Department of Agriculture and Rural Development, Francisco Martínez Arroyo, who insisted on the positive aspect of the CMO, even if the current moment is not a positive one. "This legislation incorporates two new elements: Single Payment Policy and Promotion. We produce wine of an excellent quality and what has to be done is to make it known and sell it".