Certification and protection of Serbian traditional agricultural product, recognizable with the protected denomination of geographical origin – “Leskovac Ajvar - POD” General Objective: Increasing of competitiveness and improvement of the agriculture production in the South of Serbia by introducing  policies of qualification and certification in the agro-industry sector . Development of a pilot project for the certification of Protected Origin Denomination – POD of the “Leskovac Ajvar” produced in area of Jablanica District. Specific Objectives: Improvement of  the level of competitiveness by means of rationalizing production processes, decreasing the relevant costs, as well as fulfilling all EU requirements regarding quality and certification of the agricultural products at controlled origin denomination. Information dissemination and training of agricultural farms and agricultural producers regarding EU Standardization and Certification of agricultural products Establishment and promotion of Consortia/Association of Leskovac Ajvar producers Elaboration of a detailed plan for the preparation of the documents and actions necessary to start the certification process even by means of preliminary contacts with EU Commission. Preparation of a common production disciplinary of for the certification of the product quality. Reduction of the environmental burden and costs (energy, use of soil, water and chemicals …) even by means of eco-friendly sustainable alternative techniques introduction. Development of a preliminary proposal for the improvement of marketing and promotion of the “Leskovac Ajvar” on domestic and international markets. Exchange of experiences with IT producers already certified for their agricultural products and actively involved in  quality and environmental protection. Media campaign, promotional and visibility actions. Duration: 12 months, starting from March 2008 Activities: Training – Basic and specific training directed to agricultural farmers and agricultural producers (truck farmers), food industry and agro-industrial SMEs sector of Jablanica district in order to improve competitiveness in agricultural production and vegetable processing in the framework of quality and environment safeguarding enhancement (Initial Workshop and following specialized seminar).  Information dissemination to agricultural farmers and agricultural producers regarding EU Standardization and Certification requirements of agricultural products.  Italian Expert surveys and visits to truck farms in Jablanica District (initial visit and further stepped visits along the project development).  In depth analysis of the current production, distribution, economic and marketing processes for the Leskovac Ajvar in the Jablanica District.  Establishing and promotion of the first Consortia/Associations of the “Leskovac Ajvar” producers.  Development of the Leskovac Ajvar production disciplinary and planning of the certification process by EU Commission, both by local surveys and by remote assistance by Italian experts.  Analysis of impacts and reduction proposal for the environmental burden and costs (energy, use of soil, water and chemicals …), even by means of eco-friendly alternative techniques introduction.  Development of a preliminary proposal for the improvement of marketing and promotion of the “Leskovac Ajvar”on domestic and international markets.  Final meeting in Siena for exchange of experiences between SR producers’ delegation with IT producers already introduced to quality and environmental safeguard in agro-industrial production. Expected results: Several agricultural producers/SMEs trained Registered Consortium/Association of pepper producers and pepper processors Creation of an experienced and prepared Serbian local team for assisting the general qualification processes in the South SR agro-industrial area. Info-brochures distributed and web site created in order to detail inform agricultural farms and agricultural producers from South Serbia about procedure regarding EU agricultural products Certification Established system of quality disciplinary for peppers production, with reduction of production and environmental costs. Application submitted to EU Commission for the certificate of “Protected Origin Denomination – POD” for the “Leskovac Ajvar” Increased quality production, wider distribution and increased export of traditional agricultural product Partners: Leskovac Chamber of Commerce (RPKL) Siena Chamber of Commerce QualiVita Foundation Union of Agricultural Cooperatives of Jablanica and Pcinja District ICARO srl - Cortona Project Management: The project will lead by an IT team directed by the QualiVita Foundation and by the ICARO srl , in cooperation with a Serbian team, specifically appointed by RPKL which will progressively assume the management of Project activities in SR.