The Role of Governance and Agricultural Marketing Organisations (AMOs) Concerning Origin related labels (ORLs) in Germany: A Qualitative Analysis

Abstract

This study investigates the governance structures and roles of agricultural marketing organizations in implementing Origin Related Labels (ORLs) within Germany's food craft sector. Using Kuckartz's qualitative content analysis approach, we analyzed 14 expert interviews with decision-makers from agricultural ministries (n=5) and marketing organizations (n=9) to examine their roles, coordination mechanisms, and potential for future development. The findings reveal three interconnected dimensions: First, ministries provide essential legal frameworks and financial support for quality and origin labels, though coordination challenges exist between federal and state levels. Second, marketing organizations serve as crucial intermediaries between producers and markets, supporting implementation through quality assurance measures, training programs, and market development. Third, our analysis identified structural coordination deficits at the national level since the dissolution of the CMA (Centrale Marketing-Gesellschaft der deutschen Agrarwirtschaft). The study suggests that establishing a nationwide competence center could enhance system effectiveness by improving stakeholder coordination and knowledge transfer while preserving regional autonomy. These insights advance both theoretical understanding of multi-level governance in agricultural marketing and provide practical recommendations for enhancing ORL implementation through improved institutional coordination.