La producción de calidad: nuevas estrategias rurales para nuevos consumidores

PERIFERIAS, FRONTERAS Y DIÁLOGOS Actas del XIII Congreso de Antropología de la Federación de Asociaciones de Antropología del Estado Español Tarragona, 2–5 de septiembre de 2014 Edita: Universitat Rovira i Virgili ISBN: 978-84-697-0505-6 http://wwwa.fundacio.urv.cat/congres-antropologia/ Esta obra está bajo una licencia Attribution-NonCommercial-ShareAlike 3.0 Unported de Creative Commons. Para ver una copia, visite http://creativecommons.org/licenses/ by-nc-sa/3.0/ o envíe una carta a Creative Commons, 171 Second Street, Suite 300, San Francisco, California 94105, USA. COMITÈ EXECUTIU/COMITÉ EJECUTIVO Agustí Andreu Tomàs Yolanda Bodoque Puerta Dolors Comas d’Argemir Cendra Josep Maria Comelles Esteban Sílvia Ferreres Català Joan Josep Pujadas Muñoz Jordi Roca Girona Montserrat Soronellas Masdeu SECRETARIA TÈCNICA/SECRETARÍA TÉCNICA Natalia Alonso Rey Raquel Rabassa Figueras (FURV) Gemma Sánchez Altès (FURV) COMITÈ ASSESSOR/ COMITÉ ASESOR Agustí Andreu Tomàs Yolanda Bodoque Puerta Lina Casadó Marín Dolors Comas d’Argemir Cendra Josep Maria Comelles Esteban Susan M. Di Giacomo María Isabel Gracia Arnáiz Mercedes González Minguillón Neus Jávega Bernad Lídia Martinez Flores Angel Martínez Hernáez Gaspar Maza Gutiérrez Jordi Moreras Palenzuela Joan Josep Pujadas Muñoz Joan Prat Carós Jordi Roca Girona Oriol Romaní Alfonso Montserrat Soronellas Masdeu Jaume Vallverdú Vallverdú PRESIDÈNCIA DEL CONGRÉS/ PRESIDENCIA DEL CONGRESO Joan Prat Carós (Catedrático Emérito de la URV) COMITÈ CIENTÍFIC / COMITÉ CIENTÍFICO Luis Álvarez Munárriz (AMA) Malena Collado Sánchez (AIBR) Olatz González Abrisketa (ANKULEGI) Nieves Herrero Pérez (AGANTRO) Juana Ibáñez Gambero (ICA) Celeste Jiménez de Madariaga (ASANA) Ana María Rivas Rivas (IMA) Beatriz Santamarina Campos (AVA) Montserrat Soronellas Masdeu (ITA) Pedro Tomé Martín (AACyL)  /$352'8&&,Ï1'(&$/,'$'18(9$6(675$7(*,$6 585$/(63$5$18(926&21680,'25(6  (QFDUQDFLyQ$JXLODU&ULDGR8QLYHUVLGDGGH6HYLOODHDJXLODU#XVHV 6DQWLDJR$PD\D&RUFKXHOR8QLYHUVLGDGGH&iGL]VDQWLDJRDPD\D#XFDHV ,JQDFLR/ySH]0RUHQR8QLYHUVLGDGGH6HYLOOD LJQDFLRORSH]PRUHQR#JPDLOFRP 0DUtD*RQ]iOH]ÈOYDUH]8QLYHUVLGDGGH2YLHGRGHVGHPLH[LOLR#KRWPDLOFRP &HFLOLD'tD]0pQGH]8QLYHUVLGDGGH2YLHGRFHFLOLD#XQLRYLHV 3DXOD)HOL]yQ5REOHV8QLYHUVLGDGGH6HYLOODSDXOD#XVHV $OEHUWR3pUH]&KXHFD8QLYHUVLGDGGH6HYLOODDFKXHFD#XVHV  3DODEUDV FODYH 1XHYD 5XUDOLGDG $QWURSRORJtD $OLPHQWDFLyQ ,QGLFDFLRQHV *HRJUiILFDV 'HQRPLQDFLyQGH2ULJHQ3URWHJLGD  ,QWURGXFFLyQ 1XHVWUDFRPXQLFDFLyQWUDWDGHSURIXQGL]DUHQXQRGHORVDVSHFWRVTXHFDUDFWHUL]DDOD1XHYD 5XUDOLGDGODSURJUHVLYDHVSHFLDOL]DFLyQGHORVHVSDFLRVUXUDOHVHQSURGXFFLyQGHFDOLGDG\HO XVRGH PDUFDV SDUDGLVWLQJXLUVXVSURGXFWRVHQPHUFDGRVJOREDOHV '23,*3$JULFXOWXUD (FROyJLFD 0DUFDV 7HUULWRULDOHV \ RWUDV /RVUHVXOWDGRV TXH H[SRQHPRV VRQ SURGXFWR GHO SUR\HFWR GHLQYHVWLJDFLyQFX\R PDUFRWHyULFR HQWLHQGHGLFKRVSURFHVRVHLQLFLDWLYDV FRPR 1 /DLQYHVWLJDFLyQILQDQFLDGDSRUORVSUR\HFWRV³/DSURGXFFLyQGHFDOLGDGQXHYDVHVWUDWHJLDVUXUDOHVSDUDQXHYRV FRQVXPLGRUHV´0LQLVWHULRGH(GXFDFLyQ\&LHQFLD,'&62&³/DVLQGLFDFLRQHVJHRJUiILFDV FRPRHVWUDWHJLDGHGHVDUUROORWHUULWRULDO/DH[SHULHQFLDHVSDxROD\EUDVLOHxD´3URJUDPD+LVSDQR%UDVLOHxRGH &RRSHUDFLyQ,QWHUXQLYHUVLWDULD0LQLVWHULRGH&LHQFLDH,QQRYDFLyQ\&$3(63+%3&,QFHQWLYRV GH,QYHVWLJDFLyQGHO3URJUDPD7DOHQWLD-XQWDGH$QGDOXFtD*UXSRGH,QYHVWLJDFLyQ7(&8'(3$,6(- 5349 WUDQVLFLRQHVHQWUHVLVWHPDVGHHFRQRPtDGRPpVWLFDDHFRQRPtDGHPHUFDGRHQODPHGLGDTXH ODHVWUDWHJLDGHODGLVWLQFLyQVHFRQVWUX\HGHVGHHOVDEHUKDFHUGHORVSURGXFWRUHVFRPRIRUPDV GHYDORUDxDGLGRTXHFRQYLHUWHQDHVWRVSURGXFWRVORFDOHVHQFRPSHWLWLYRVHQORVPHUFDGRV JOREDOHV (VWDVHVWUDWHJLDVGHFUHDFLyQGHYDORUDxDGLGRVHKDQFRQYHUWLGRHQKHUUDPLHQWDVGHWUDEDMRSDUD ODVLQVWLWXFLRQHVTXHLPSOHPHQWDQORVDFWXDOHVSURJUDPDVGHGHVDUUROORUXUDOHQ(XURSDSXHV LQFRUSRUDQ\SURPXHYHQHOHQIRTXHWHUULWRULDOTXHFDUDFWHUL]DDHVWRVGHSURJUDPDVHXURSHRV GHVGHODUHIRUPDGHOD3ROtWLFD$JUDULD&RPXQLWDULD3$&GHFRPLHQ]RVGHO2¶&RQQRU 3RUORWDQWRHVWDPRVDVLVWLHQGRDXQDLQFHVDQWHSUROLIHUDFLyQGHPDUFDVDXVSLFLDGDVHQ PXFKRVFDVRVGHVGHORVPLVPRV*UXSRVGH$FFLyQ/RFDO*$/TXHSURPXHYHQODWUDQVLFLyQ GHO PXQGR UXUDO KDFLD XQD QXHYD HFRQRPtD GHO YDORU FDSD] GHUHVSRQGHU D ORV UHWRV GH OD JOREDOL]DFLyQ0RUHQR\$JXLODU /DPD\RUtDGHORVHVWXGLRVVREUHODVPDUFDVGHFDOLGDGKDQLQVLVWLGRHQODVVLQHUJLDVSRVLWLYDV TXHHVWDVDFFLRQHVUHSUHVHQWDQSDUDORVWHUULWRULRV\DFWRUHVDIHFWDGRV.QLFNHO\5HQWLQJ 0LHOH \ 3LQGXFFLX  %DQNV \ 0DUVGHQ  3XJOLHVH  0DUVGHQ \ 6PLWK  7UHJHDUHWDO/DFRQWULEXFLyQGHHVWDSRQHQFLDHVGHVYHODUDOJXQDVGHODVFRQWUDGLFFLRQHV \FRQIOLFWRVLQKHUHQWHVDGLFKDVLQLFLDWLYDV(QHVHQFLDSRUTXHVXSRQHQUHSHQVDU\UHVLJQLILFDU WRGRHOSURFHVR\HOFRQWH[WRHQHOTXHVHLPSOHPHQWDQ1XHVWUDKLSyWHVLVHVTXHODFUHDFLyQGH XQDPDUFDGHFDOLGDGVXSRQHHOGHVDUUROOR\DUWLFXODFLyQGHXQQXHYRPDUFRLQVWLWXFLRQDO\FRQ pOODH[LVWHQFLDGHUHODFLRQHVGHSRGHU0pQDUG:LONLQVRQ3RUORWDQWRGHVGH XQSXQWRGHYLVWDDQDOtWLFRODFUHDFLyQGHXQDPDUFDGHFDOLGDGFRQOOHYD±HQWUHRWUDVFRVDVOD GHILQLFLyQ GH XQ FRQMXQWR GH QRUPDV FROHFWLYDV TXH OLPLWDQ ODV SUiFWLFDV GH ORV DFWRUHV LQFOXLGRVHQHOQXHYRPDUFRQRUPDWLYR'HVGHXQSXQWRGHYLVWDSUiFWLFRODFUHDFLyQGHHVWRV QXHYRV PDUFRV LQVWLWXFLRQDOHV FRQGXFH D  OD KRPRJHQHL]DFLyQ GH SUiFWLFDV  OD DSURSLDFLyQ GH VDEHUHV ORFDOHV \  OD FRQVWUXFFLyQ GHO VHOOR GH VLQJXODULGDGVREUH XQD QHFHVDULDUHFRPELQDFLyQHQWUHWUDGLFLyQHLQQRYDFLyQSDUDFRQVHJXLUODFHUWLILFDFLyQGHFDOLGDG (V HYLGHQWH TXH HVWH HQIRTXH PiV FUtWLFR GH OD HVWUDWHJLD GH OD GLIHUHQFLDFLyQ WLHQH QHFHVDULDPHQWHTXHDQDOL]DUXQVHJXQGRDVSHFWRTXHKDHFORVLRQDGRFRQIXHU]DHQHVWDFUHFLHQWH HVWUDWHJLDGHORVQXHYRVHVSDFLRVUXUDOHVUHIHULGRDFyPRODDFWXDOFULVLVGHODVRFLHGDGHXURSHD HQ JHQHUDO \ HVSDxROD HQ SDUWLFXODU HVWi DIHFWDQGR D OD YLDELOLGDG GH HVWDV HVWUDWHJLDV GH GLIHUHQFLDFLyQ+HPRVGHWHQHUHQFXHQWDTXHVLELHQODGHILQLFLyQGHXQPDUFRLQVWLWXFLRQDO FUHDYDORUDxDGLGRDOVLQJXODUL]DUHOSURGXFWRWDPELpQHVFLHUWRTXHODFRQVWUXFFLyQGHOSURFHVR 5350 VXSRQHODLQYHUVLyQGHFDSLWDOWLHPSR\HQHUJtDSRUSDUWHGHWRGRVORVDFWRUHVLQYROXFUDGRV'H PRGRTXHSXHGHQDIHFWDUHLQFUHPHQWDUORVFRVWHVGHSURGXFFLyQHQDOJXQDVSDUWHVGHODFDGHQD 6HSXHGHDVXPLUTXHHVWHSUREOHPDGHEHUtDVHUFRPSHQVDGRSRUODGLVWULEXFLyQDGHFXDGDGHO YDORUDxDGLGRFUHDGRSRUHOSURFHVRSHURWDO\FRPRYDPRVDGHPRVWUDUODVGHVLJXDOGDGHVGH SRGHUSUHYLDVFRQGLFLRQDQGHQXHYRHOSURFHVR\WLHQGHQDGLYHUVLILFDUODVHVWUDWHJLDVGHORV SURGXFWRUHV 0HWRGRORJtD (ODQiOLVLVGHORVUHVXOWDGRVTXHSUHVHQWDPRVFRQVWLWX\HHOQ~FOHRGHXQWUDEDMRGHFDPSRGH DxRVGHGXUDFLyQGHVGHDTXHHOHTXLSRGHLQYHVWLJDFLyQKDUHDOL]DGRHQGLVWLQWDV ]RQDVGH(XURSD\%UDVLOFRQHOREMHWLYRGHFRPSDUDUODVLWXDFLyQGHHVWHSURFHVRHQGRV]RQDV JHRSROtWLFDV GLVWLQWDV \ FRQ GLVWLQWR JUDGR GH LQVWLWXFLRQDOLGDG D OD KRUD GH DERUGDU HVWDV SURSXHVWDVGHGHVDUUROORWHUULWRULDODOFRQWDURQRFRQDSR\RILQDQFLHURGHOD3$& 3DUDHOORVHLPSOHPHQWyXQDPHWRGRORJtDIXQGDPHQWDOPHQWHFXDOLWDWLYDEDVDGDHQHOWUDEDMR GHFDPSRFRQHVWDQFLDVSURORQJDGDVGHORVLQYHVWLJDGRUHVHQODVGLVWLQWDV]RQDVGHHVWXGLRSDUD FRQVHJXLUHOHQIRTXHFRPSDUDWLYRGHQXHVWURHVWXGLRKDVLGRQHFHVDULDODFRODERUDFLyQFRQ GLVWLQWRV HTXLSRV GH LQYHVWLJDFLyQ HQ FRQFUHWR FRQ HO 'HSDUWDPHQWR GH 6RFLRORJtD GH OD 8QLYHUVLGDG GH 2YLHGR HO 'HSDUWDPHQWR GH &LrQFLDV 6RFLDLV $JUiULDV GH OD 8QLYHUVLGDGH )HGHUDOGH3HORWDV\GH'HVHQYROYLPLHQWR5XUDOGHOD8QLYHUVLGDG)HGHUDOGH6DQWD0DUtD5LR *UDQGH GR 6XU %UDVLO DVt FRPR ORV GH 5XUDO 6RFLRORJ\ *URXS GH OD 8QLYHUVLGDG GH :DJHQLQJHQ +RODQGD \ HO GH ,QVWLWXW 1DWLRQDO GH OD 5HFKHUFKH $JURQRPLTXH ,15$ GH 0RQWSHOOLHU)UDQFLD /DPXHVWUDWRWDOHVWiFRQVWLWXLGDSRUHQWUHYLVWDVUHDOL]DGDVDXQDVHOHFFLyQGHSURGXFWRUHV WpFQLFRV SROtWLFRV \ DVRFLDFLRQHV FRUUHVSRQGLHQWHV D ODV GLVWLQWDV ]RQDV VHFWRUHV DJURDOLPHQWDULRV\WLSRORJtDVGHPDUFDVDQDOL]DGRV7DEOD'23GHMDPRQHVLEpULFRVGH ([WUHPDGXUD9DOOHGHORV3HGURFKHV\+XHOYD'23GHTXHVRVGH$VWXULDV0DUFDVGHFDOLGDG GH4XHVRGH6LHUUDGH&iGL]0DUFD7HUULWRULDO\(FKW7H[HOV/DPYOHVV+RODQGD,*3GH9DOOH GH9LKQHGRV\&DUPHGHOD3DPSD%UDVLOODFRQVWUXFFLyQGHQXHYRVWHUULWRULRVUXUDOHVHQOD FRPDUFDGH*XDGDOWHED(VSDxD\HO3D\V*RUJHV&DXVVHV&HYHQQHV)UDQFLDDVtFRPROD SURGXFFLyQGH$JULFXOWXUD,QWHJUDGD\(FROyJLFDGHDUUR]HQOD]RQDGH,VOD0D\RUHQ6HYLOOD \OD'23GH$UUR]/LWRUDO1RUWH\$UUR]HFROyJLFRGH7DLP%UDVLO 5351 7DEOD'LVWULEXFLyQGHHQWUHYLVWDVVHJ~QWLSRORJtD\XQLGDGGHREVHUYDFLyQ PRODUCTORES TÉCNICOS POLÍTICOS ASOCIACIONES TOTAL ARROZ DE ISLA MAYOR (SEVILLA) 12 6 1  IG VINOS VALLE DO VINHEDOS (BRASIL) 4 4 1  JAMÓN DE HUELVA, EXTRE. Y V.PED. 18 13 1  IG CARNE DE LA PAMPA Y (BRASIL). 5 15  DOP CABRALES Y AFUEGA´L PITU , 28 8 4  QUESOS SIERRA DE CÁDIZ. 44 13 1 5  WADDEN GROUP TEXEL 9 10 2 3  MARCA TERRITORIAL EN GUADALTEBA 27 13 7 5  MARCA TERRITORIAL EN CEVENNES 11 12 13 5  TOTAL       (QHVWHWUDEDMRVyORYDPRVDFHQWUDUQRVHQHOiPELWRHXURSHRGHODLQYHVWLJDFLyQHQODPHGLGD TXH OD H[LVWHQFLD GH ODV SROtWLFDV HXURSHDV GH GHVDUUROOR GRWDQ D HVWDV H[SHULHQFLDV GH XQ FRQWH[WRVRFLROyJLFRGLVWLQWRDORVFDVRVGH$PpULFD/DWLQD<GHQWURGHORVHXURSHRVKHPRV HOHJLGRVDVXYH]VyORFDVRVODSURGXFFLyQGHTXHVRVHQOD6LHUUDGH&iGL]$QGDOXFtDODV PDUFDVGH'23GHTXHVRVGH$VWXULDV\ODV'23GHOMDPyQ,EpULFRHQODV]RQDVGH$QGDOXFtD \([WUHPDGXUDSRUTXHVRQORVTXHQRVSHUPLWHQSURIXQGL]DUVREUHORVGRVWHPDVFHQWUDOHVTXH SUHVHQWDPRVHQHVWHWUDEDMRORVFRQIOLFWRV\SDUDGRMDVTXHSUHVHQWDQODVPDUFDVGHFDOLGDG\ VXYLDELOLGDGHLGRQHLGDGGHQWURGHOFRQWH[WRHFRQyPLFRDFWXDOGHODUXUDOLGDG /DQXHYDUXUDOLGDGHXURSHD7HUULWRULRFDOLGDG\PHGLRDPELHQWH 5352 (ODXPHQWRGHODVPDUFDVGHFDOLGDGFRQVWLWX\HXQRGHORVIHQyPHQRVOLJDGRVWDQWRDODVQXHYDV IXQFLRQHV GH ORV HVSDFLRV UXUDOHV FRPR D UHFLHQWHV GHPDQGDV GH ORV FRQVXPLGRUHV GH ODV VRFLHGDGHVSRVWLQGXVWULDOHV/DVK\8UU\(VWDQXHYDWHQGHQFLDGHOFRQVXPRVHKDYLVWR DJXGL]DGDSRUODV~OWLPDVDODUPDVDOLPHQWDULDVORTXHKDSURSLFLDGRXQDPD\RUQHFHVLGDGSRU FRQRFHUODSURFHGHQFLDGHORVDOLPHQWRVHLQIRUPDUVHGHOSURFHVRVHJXLGRSRUHOSURGXFWRGHVGH VX RULJHQ KDVWD OD PHVD GHO FRQVXPLGRU (VSHLW[  *XLGRQHW  'H RWUR ODGR OD E~VTXHGD GH OD GLIHUHQFLDFLyQ GH SURGXFWRV HQ XQ PHUFDGR FDGD YH] PiV KRPRJpQHR \ JOREDOL]DGR3ORHJTXHEXVFDHOYDORUDxDGLGRGHODGLVWLQWLYLGDGUHVXOWDRWURGHORV LPSHUDWLYRVTXHH[SOLFDHVWHSURFHVRGHFDOLGDGDOLPHQWDULD&RVWDQLJURHWDO0HGLQD  $VtIUHQWHDORVSURGXFWRVHVWDQGDUL]DGRV\PDVLILFDGRVHODERUDGRVGHVGHODDJURLQGXVWULDHO YDORU DxDGLGR GH HVWRV SURGXFWRV GH FDOLGDG UHVLGH SUHFLVDPHQWH HQ VX YLQFXODFLyQ FRQ XQ WHUULWRULRFRQFUHWR'HHVWDIRUPDORVHOHPHQWRVFRQVXVWDQFLDOHVGHXQDSDUWLFXODUHFRORJtD WUDGLFLyQHKLVWRULDVHLQFRUSRUDQFRPRHOHPHQWRVGLVWLQWLYRVDHVRVSURGXFWRVORFDOHV/R]DQR \$JXLODU\HVDSDUWLUGHHVDWUDQVIHUHQFLDGHVLJQLILFDGRVVRFLDOHVFRPRORJUDQVXV FDUDFWHUtVWLFDVGLIHUHQFLDOHVGHFDUDDPHUFDGRVFDGDYH]PiVJOREDOHV $HVWDWHQGHQFLDREHGHFHODDFWXDOSUROLIHUDFLyQGHODVPDUFDVGHFDOLGDGTXHYLHQHQDDYDODU ODV FXDOLGDGHV GLIHUHQFLDOHV R OD UHQWD GH HVSHFLILFLGDG TXH GHWHUPLQDGRV DOLPHQWRV SRVHHQ 7UHJHDUHWDO(QHVWDLQFHVDQWH³ODEHOL]DFLyQ´GHODUHDOLGDGGHVWDFDQDOPHQRVHQHO FDVRHXURSHROD'HQRPLQDFLyQGH2ULJHQ3URWHJLGD'23H,QGLFDFLyQ*HRJUiILFD3URWHJLGDV ,*3\OD$JULFXOWXUD(FROyJLFD$(FRPRPDUFDVFRQXQQLYHODOWRGHFHUWLILFDFLyQ\FRQ UDQJR GH UHFRQRFLPLHQWR HXURSHR 6RQ FHUWLILFDFLRQHV TXH JDUDQWL]DQ OD YLQFXODFLyQ GH XQ SURGXFWRFRQXQWHUULWRULRXQDPDWHULDSULPDXQ³VDEHUKDFHU´\RXQDVWpFQLFDVGHHODERUDFLyQ FRQFUHWDV/R]DQR$SDUWLUGHHVWDVPDUFDVVHKDLGRFUHDQGRXQFRPSOHMRHQWUDPDGR GHRWUDVPXFKDVGHPHQRUUDQJRTXHWUDWDQGHVXEUD\DUODYLQFXODFLyQGHHVWRVSURGXFWRVFRQ XQD]RQDSURWHJLGD0DUFD3DUTXH1DWXUDOFRQXQDFRPDUFDRUHJLyQGHSURFHGHQFLD0DUFD 7HUULWRULDO Estamos pues ante un fenómeno plenamente adscrito a los modelos de consumo de la sociedad capitalista actual, que responde a nuevas demandas sociales, y trata de restablecer la ruptura entre agricultura y alimentación, entre “el campo y el plato” (Espeitx 1996, Marsden 2003). Este reencuentro ha propiciado que, de forma paulatina, se esté fomentando una mayor vinculación entre alimento y producto local, entre productor y consumidor (Diez y González 5353 2008). /D QDWXUDOH]D HO WHUULWRULR OD KLVWRULD \ OD FXOWXUD FRQVWLWX\HQ DVt ORV YtQFXORV TXH FRQHFWDQFRQODFDOLGDGGHOSURGXFWR\VRQORVJDUDQWHVGHVXYDORUDxDGLGRGHFDUDDOPHUFDGR /DVPDUFDVGHFDOLGDGKDQVLGRREMHWRGHPX\GLYHUVRVWLSRVGHHVWXGLR3RUXQODGRWUDEDMRV TXHDQDOL]DQHOHWLTXHWDGRFRPRXQDHVWUDWHJLDHFRQyPLFDGHORVSURGXFWRUHVFRQVLGHUDGDV FRPRLQLFLDWLYDVLQWHUHVDQWHVSDUDUHGXFLUODVREUHSURGXFFLyQPHMRUDUODFRPSHWLWLYLGDGGHODV iUHDVPiVSREUHV\GRWDUDORVSHTXHxRVSURGXFWRUHV\HPSUHQGHGRUHVGHXQDKHUUDPLHQWDFRQ ODTXHGLIHUHQFLDUVXVSURGXFWRV\FRPSHWLUHQORVPHUFDGRVJOREDOHV.QLFNHO\5HQWLQJ 0LHOH\3LQGXFFLX%DQNV\0DUVGHQ3XJOLHVH7UHJHDUHWDO(QXQ VHQWLGRPiVDPSOLRODIXQFLyQGHORVSURGXFWRVDOLPHQWLFLRVUHJLRQDOHVHQORVSUR\HFWRVGH GHVDUUROORWDPELpQKDVLGRDQDOL]DGDSRURWURVDXWRUHV0XUGRFKHWDO/R]DQR (VWDOtQHDGHWUDEDMRVXEUD\DODFDSDFLGDGGHDFWLYDFLyQWHUULWRULDOGHHVWRVSURGXFWRVDVtFRPR ORVEHQHILFLRVJHQHUDGRVSDUDODVFRPXQLGDGHVGRQGHVHFUHDQWDQWRHQHOiPELWRHFRQyPLFR FRPR HQ HO FXOWXUDO \ VRFLDO $PEDV DSUR[LPDFLRQHV VH FRPSOHPHQWDQ FRQRWUDV OtQHDV GH WUDEDMR TXH UHODFLRQDQ HO DXJH GH ODV HWLTXHWDV FRQ QXHYDV SUiFWLFDV DJUtFRODV \ PHGLRDPELHQWDOHVDSXQWDQGRDOLPSDFWRSRVLWLYRHQ ODUHGXFFLyQGHODFRQWDPLQDFLyQ\VX FRQWULEXFLyQDFUHDUVLVWHPDVSURGXFWLYRVVRVWHQLEOHV.DOWRIW0DUVGHQ\6PLWK (VWHWH[WRWUDWDGHDVSHFWRVPHQRVWUDWDGRVSRUHVWDOLWHUDWXUDODFRQVWDWDFLyQGHTXHHVWDPRV DQWHSURFHVRVGHWUDQVLFLyQGHVGHVLVWHPDVGRPpVWLFRVGHSURGXFFLyQUHJLGRVSRUXQDOyJLFD FDPSHVLQDDVLVWHPDVGHHODERUDFLyQLQGXVWULDOLQVHUWRVHQODVOH\HVGHOPHUFDGR\ODOHJDOLGDG GHOHVWDGR(QWHQGHUODOyJLFDGHHVWHSURFHVRQRVOOHYDDFRQVWDWDUWDPELpQVXVSDUDGRMDV /D SULPHUD GH HOODV HV TXH ORV SURFHVRV GH LPSODQWDFLyQ GH ODV PDUFDV GH FDOLGDG VRQ XQ IHQyPHQR SROLYDOHQWH HQ OD PHGLGD TXH VXSRQHQ WDQWR XQ HVSDFLR GH FRQFHUWDFLyQ HQWUH GLVWLQWRV SURGXFWRUHV H LQVWLWXFLRQHV FRPR XQ iPELWR GH SRGHU HQWUH LQWHUHVHV GH GLVWLQWRV VLJQRV 3RU HVR KHPRV DILUPDGR TXH FRQVWLWX\HQ SURFHVRV VRFLDOHV HQ ORV TXH ORV DFWRUHV LQYROXFUDGRVWLHQHQTXHUHDOL]DUXQHVIXHU]RFROHFWLYRSDUDUHSHQVDU\UHGLVHxDUHOSURGXFWRD HWLTXHWDUDVtFRPRODVGLIHUHQWHVSUiFWLFDVFRQRFLPLHQWRV\DFXHUGRVTXHORKDFHQSRVLEOH (VWHSURFHVRSXHGHDXPHQWDUODFRKHVLyQ\VLQHUJLDHQWUHORVDFWRUHVGHOWHUULWRULRSHURWDPELpQ SXHGHH[FOXLUDDTXHOORVTXHIRUPDEDQSDUWHGHOVLVWHPDSUHYLR±\DVHDSRULQFDSDFLGDGGH DVXPLU ORV FRVWHV GH WUDQVIRUPDFLyQ R GLVFRQIRUPLGDG FRQ HO QXHYR VLVWHPD TXH VH YHQ GHVSRVHtGRVGHOFDSLWDOVLPEyOLFRTXHVXSURGXFWRWHQtDDOVHUOHJDOPHQWHPRQRSROL]DGRSRUHO QXHYRVHOOR 5354 /DVHJXQGDSDUDGRMDWLHQHUHODFLyQFRQODDFWXDOL]DFLyQGHORVPDQHMRV\SUiFWLFDVSURGXFWLYDV (VWH WLSR GH SURGXFFLRQHV VLQJXODUHV EDVDQ VX OyJLFD SURGXFWLYD HQ OD DUWLFXODFLyQ HQWUH WUDGLFLyQHLQQRYDFLRQHVWpFQLFDV(VGHFLUODFDOLGDGVHFRQVWUX\HDSDUWLUGHXQHODERUDGR HQJUDQDMH HQWUH VDEHUHV \ PDQHMRV WUDGLFLRQDOHV ORFDOHV \ ORV QXHYRV UHTXHULPLHQWRV WHFQROyJLFRV\VDQLWDULRVTXHHVWRVSURGXFWRVGHEHQFXPSOLUSDUDVXVDOLGDDOPHUFDGR$PD\D \$JXLODU(VRVXSRQHHQUHDOLGDGODFUHDFLyQGHXQQXHYRSURGXFWRHODERUDGRDSDUWLU GHODKRPRJHQHL]DFLyQVLPSOLILFDFLyQ\UHGXFFLyQGHSUiFWLFDVSUHH[LVWHQWHVORTXHFRQOOHYD XQDSpUGLGDGHGLYHUVLGDGGHOSDWULPRQLRFXOWXUDO%RZHQ\GH0DVWHU /DWHUFHUDSDUDGRMDWLHQHTXHYHUODGLFRWRPtDHQWUHORVVLVWHPDVGHSURGXFFLyQWUDGLFLRQDOHV\ ODVQXHYDVUHVWULFFLRQHVDVRFLDGDVDODFRQVHUYDFLyQGHHVSDFLRVQDWXUDOHV6LELHQHVFLHUWRTXH OD YLQFXODFLyQ GH XQ SURGXFWR FRQ XQ WHUULWRULR VLQJXODU OH SURSRUFLRQD HO YDORU VLPEyOLFR QHFHVDULRSDUDVXYDORUDxDGLGRHVDPLVPDVLQJXODULGDGSXHGHVXSRQHUXQFRUVpTXHLPSLGHHO PDQWHQLPLHQWRGHPDQHMRV\WpFQLFDVWUDGLFLRQDOHVGHSURGXFWRVHODERUDGRVKR\HQHOLQWHULRU GH]RQDVGH3DUTXHV1DWXUDOHV\RWURVHVSDFLRVSURWHJLGRV /DFRQVWUXFFLyQLQVWLWXFLRQDOGHODFDOLGDG /D]RQDGHSURGXFFLyQTXHVHUDGHOD6LHUUDGH&iGL]HVWiPD\RULWDULDPHQWHHQFODYDGDHQHO 3DUTXH1DWXUDOGHOD6LHUUDGH*UD]DOHPD(QGLFKRSDUTXHVHORFDOL]DQODPD\RUtDGHORVDFWRUHV LQYROXFUDGRVHQODFDGHQDGHOTXHVR\ODVSULQFLSDOHVDFWLYLGDGHVHFRQyPLFDVHQHOPLVPRVRQ HO WXULVPR \ OD JDQDGHUtD FRQGLFLRQDGRV SRU XQD IXHUWH WUDGLFLyQ GH HFRQRPtD IDPLOLDU GH DXWRVXILFLHQFLD (OVLVWHPDWUDGLFLRQDOGHSURGXFFLyQGHTXHVRFXUDGRIRUPDSDUWHGHODVSUiFWLFDVSURGXFWLYDV ORFDOHV GHVGH ODUJR WLHPSR DWUiV XQD SURGXFFLyQ OLJDGD D ODV SUiFWLFDV GRPpVWLFDV GH ODV IDPLOLDVGHSDVWRUHVGHHVWRVHVSDFLRVGHVLHUUD/DHODERUDFLyQFDVHUDGHTXHVRVFRQVWLWXtDXQD GHWDQWDVHVWUDWHJLDVDVRFLDGDDODOyJLFDGRPpVWLFDGHHVWDVIDPLOLDVGHSDVWRUHVTXHLJXDOPHQWH YLYtDQ GH OD YHQWD GH OD FDUQH GHO FRUGHURR GH OD WUDQVIRUPDFLyQ GH OD ODQD \ IDEULFDFLyQ DUWHVDQDO GH PDQWDV 0RUHQR \ $JXLODU  (O FDVR GH OD SURGXFFLyQ TXHVHUD KD VLGR SDUWLFXODUPHQWHGHPRVWUDWLYRGHOSURFHVRGHWUDQVLFLyQTXHHVWDPRVUHILULHQGR+DWHQLGRGRV PRPHQWRVPX\FODURVHQORV~OWLPRVDxRVVLHQGRODHQWUDGDGH(VSDxDHQODHQWRQFHV&(( VX SXQWR GH LQIOH[LyQ 'LFKD HQWUDGD VXSXVR OD LPSOHPHQWDFLyQ GH XQ QXHYR FRQMXQWR GH UHJXODFLRQHVSDUDODLQGXVWULDOiFWHDTXHQRWHQtDQLWLHQHHQFXHQWDODVHVFDODVRFRQWH[WRV SURGXFWLYRV/RVQXHYRVUHTXLVLWRVVXSXVLHURQHQODSUiFWLFDODLOHJDOL]DFLyQGHODSURGXFFLyQ WUDGLFLRQDOGHTXHVRHQOD6LHUUDGH*UD]DOHPD 5355 /DOyJLFDGHHVWHVLVWHPDGRPpVWLFRGHSURGXFFLyQTXHVHUDVHFDUDFWHUL]DEDSRUODGLYLVLyQ VH[XDOGHOWUDEDMRHOKRPEUHSDVWRU\ODPXMHUTXHVHUD(OPDQHMRWUDGLFLRQDOTXHD~QKR\HQ GtDHVPDQWHQLGRHQODPD\RUtDGHODVILQFDVVHEDVDEDHQXQDIRUPDGHDOLPHQWDFLyQTXHEXVFD ODDXWRVXILFLHQFLDGHODQLPDO\OLPLWDHOWDPDxRGHORVUHEDxRVDODFDSDFLGDGGHFDUJDGHO WHUUHQR\GHPDQHMRGHOSDVWRUORTXHVXSRQHXQWRWDOGHHQWUH\RYHMDVHQH[WHQVLYR (VWHVLVWHPDWUDGLFLRQDOTXHVHUHDOL]DEDHQODVILQFDVXELFDGDVIXHUDGHOFDVFRXUEDQRVHYLR DIHFWDGDSRUXQQXHYRRUGHQOHJDO3ULPHURHQPDWHULDGHVDQLGDGPDUFDGRSRUODOHJLVODFLyQ GHO&RQVHMR(XURSHRTXHHQHVWDEOHFLyODVQRUPDVVDQLWDULDVDSOLFDEOHVDODSURGXFFLyQ\ FRPHUFLDOL]DFLyQ GH OHFKH FUXGD OHFKH WUDWDGD WpUPLFDPHQWH \ SURGXFWRV OiFWHRV $ HVWDV SULPHUDVGLUHFWULFHVVHVXPDURQODVHPDQDGDVGHODQXHYDILJXUDGHSURWHFFLyQDPELHQWDOTXH OD]RQDDGTXLHUHWDPELpQHQHVDPLVPDGpFDGDFRQODFUHDFLyQGHO3DUTXH1DWXUDO6LHUUDGH *UD]DOHPDORTXHVXSXVRODPXHUWHYLUWXDOGHXQDVSUiFWLFDV\PDQHMRVWpFQLFRVOHJHQGDULRV TXHKDQVLGRFHQWUDOHVHQODUHSURGXFFLyQHFROyJLFDVRFLDO\FXOWXUDOGHHVWHWHUULWRULR )XHSUHFLVDPHQWHHOSHVRGHHVHVDEHUKDFHUWUDGLFLRQDOHOTXHGHWHUPLQyODWUDQVLFLyQKDFLDHO VLVWHPDGHPHUFDGRGHHVWDHODERUDFLyQGRPpVWLFDGHOTXHVR(QHVDPLVPDGpFDGDGHORV \DOFDORUGHORVSURJUDPDVGHGHVDUUROORUXUDOVXUJLyODLQGXVWULDTXHVHUDHQOD]RQDPHGLDQWH LQYHUVLRQHVHQODVSULPHUDVIiEULFDV\DGRWDGDVFRQXQDVLQVWDODFLRQHVTXHVHDGDSWDEDQDODV QXHYDVH[LJHQFLDVWpFQLFDVGHVDOXEULGDG\VHJXULGDGDOLPHQWDULDVHXURSHDV µ&XDQGRDEULPRVODIiEULFDQRVRWURVHVWiEDPRVSHQVDQGRHQHOGHVDUUROORGHODFRPDUFD SRUTXHVLQRVRWURVQRODDEULPRVOD2YHMD0HULQDGH*UD]DOHPDVHSLHUGHSRUTXHQDGLH OHVFRPSUDUtDODOHFKH$QWHVGHDEULUODIiEULFDHOTXHVRORKDFtDQORVSDVWRUHVSHUROD QRUPDWLYD QXHYD QR HQFDMDED SDUD KDFHU TXHVR WHQtDQ TXH WHQHU XQDV FRQGLFLRQHV KLJLpQLFDV\VDQLWDULDVTXHQRSRGtDQFXPSOLU$TXtKDEtDXQDWUDGLFLyQIDPLOLDUSHUR KDEtDTXHDGDSWDUODDODQXHYDQRUPDWLYD¶3URSLHWDULRGHTXHVHUtD(O3D\R\R 1DFLHURQDVtODVQXHYDVLQGXVWULDVORFDOHV(O%RVTXHxR\OD4XHVHUtD(O3D\R\RDPEDVFRQ HODSR\RGHO*UXSRGH$FFLyQ/RFDOGHOD]RQD\ODVXEYHQFLyQGHODV,QLFLDWLYDV/HDGHU,,(O p[LWRGHHVWDVSULPHUDVIiEULFDVGHWHUPLQDUtDXQSURFHVRLPSDUDEOHGH FUHFLHQWHDSHUWXUDGH QXHYDVTXHVHUtDVSRUWRGRHOWHUULWRULRKDVWDDOFDQ]DUODVDFWXDOHV\XQDXPHQWRFRQWLQXDGR GHODVFDEH]DVKDVWDOOHJDUDOPiVTXHHQ (QHVWHFRQWH[WRGHFUHFLHQWHp[LWRGHXQSURGXFWRORFDOHQHOPHUFDGRTXHFRQWHQtDWRGRVORV HOHPHQWRVGHVLQJXODULGDGTXHYHQLPRVFRPHQWDQGRVHLQLFLDURQODVDFFLRQHVSDUDFUHDUXQD '234XHVRVGHOD6LHUUDGH&iGL]HQFRQODQHFHVDULDFRQFHUWDFLyQGHWRGRVORVDFWRUHV 5356 ORFDOHVWDQWRLQVWLWXFLRQDOHVFRPRSURGXFWRUHV)XHHO*$/GHOD6LHUUDGH&iGL]HOTXHOLGHUy HOSURFHVR\TXL]iVIXHHVDH[FHVLYDGHSHQGHQFLDLQVWLWXFLRQDOODFDXVDQWHGHTXHKDVWDHOGtD GHKR\VHWUDWHGHXQDLQLFLDWLYDLQFRQFOXVDTXHQLVLTXLHUDKDFRQVHJXLGROOHJDUDVXWUDPLWDFLyQ DQWH HO 0LQLVWHULR GH $JULFXOWXUD HVSDxRO /DV QHFHVDULDV SHUR WDPELpQ H[FHVLYDV WUDEDV EXURFUiWLFDV\QLYHOHVGHUHJXODFLyQTXHH[LJHQOD'23H[SOLFDQHOGHVLQWHUpVGHORVPLVPRV SURGXFWRUHVSRUFRPSOHWDUHVWHODUJRSURFHVR /RPiVVLJQLILFDWLYRGHHVWDWUDQVLFLyQHVTXHQRSRGHPRVKDEODUGHIUDFDVRVLQRGHWRGROR FRQWUDULRSRUTXHHOLQWHQWRGHFUHDFLyQGHOD'23KDJHQHUDGRVLQHUJLDHQWUHORVSURGXFWRUHV ORFDOHV TXH KDQ SRGLGR FRPSUHQGHU \ H[SHULPHQWDU PHGLDQWH UHXQLRQHV WDOOHUHV \ YLVLWDV PXWXDVODFRPSOHMLGDGGHOSURFHVRSURGXFWLYR\ODDSXHVWDGHFLVLYDSRUODFDOLGDGGHOPLVPR µ7HQHPRV TXH DSRVWDU SRU OD FDOLGDG GH OR TXHWHQHPRV DTXt 1RVRWURV QR SRGHPRV SURGXFLU PiV EDUDWR TXH ORV QHR]HODQGHVHV SHUR VL PHMRU¶ 3DVWRU GH OD 6LHUUD GH *UD]DOHPD $OGtDGHKR\ODDSXHVWDSRUODGLVWLQFLyQ\ODFDOLGDGHVFODUDHQWUHORVWUDQVIRUPDGRUHV/DV H[FHOHQFLDV GH VX SURGXFWR OLJDGR D ODV FDUDFWHUtVWLFDV HVSHFLDOHV GH VX WHUULWRULR HVWiQ DVXPLGDVSRUSURGXFWRUHV\FRPSUDGRUHV\HOTXHVRQRQHFHVLWDGHPiVVLJQRVGHFDOLGDGTXH HOTXHRWRUJDXQHQWRUQRWDQSHFXOLDUFRPRHOGHO3DUTXH1DWXUDOGHOD6LHUUDGH*UD]DOHPD DWUDHDWXULVWDVTXHEXVFDQODHVSHFLILFLGDGGHVXVDUWHVDQtDV\VXJDVWURQRPtDDGHPiVGHVX SDLVDMH($JXLODU(QHVWHFRQWH[WR\DGHSRUVLWDQVLQJXODUL]DGRORTXHQROHVVLUYH HVODILJXUDGHXQD'23GDGDVODVHVWULFWDVUHJXODFLRQHVTXHFRQOOHYDORTXHVXSRQGUtDXQ FRVWH H[FHVLYR SDUD XQRV SURGXFWRUHV TXH HQ HVWH FRQWH[WR IDYRUDEOH WLHQHQ DVHJXUDGDV ODV YHQWDV GH VXV SURGXFWRV WDQWR D ORV QXPHURVRV YLVLWDQWHV GH ODV ]RQD FRPR D ODV WLHQGDV JRXUPHWQDFLRQDOHVHLQWHUQDFLRQDOHV (VYHUGDGTXHHVWDWUDQVLFLyQKDSURGXFLGRWDPELpQUXSWXUDV\H[FOXVLRQHVDOJXQDVGHHOODV PX\LPSRUWDQWHVFRPRODGHVDSDULFLyQGHODILJXUDGHODPXMHUFRPRSURGXFWRUDGHTXHVR/DV TXHVHUtDV LQGXVWULDOHV KDQVLGR DELHUWDVHQVX PD\RUtDSRU KRPEUHV HPSUHVDULRV OR TXHKD 3 /D&RPLVLyQ,PSXOVRUDGHOD'234XHVRVGHOD6LHUUDGH&iGL]VHIRUPyFRQODSDUWLFLSDFLyQGHUHSUHVHQWDQWHV GHOD'LSXWDFLyQGH&iGL]OD2ILFLQD&RPDUFDO$JUDULDGHOD6LHUUDGH&iGL]HO*$/GHOD6LHUUDGH&iGL]OD 0DQFRPXQLGDGGH0XQLFLSLRVGHOD6LHUUDGH&iGL]OD$VRFLDFLyQGH&ULDGRUHVGHOD5D]D2YLQD0HULQDGH *UD]DOHPDOD$VRFLDFLyQGH&ULDGRUHVGH5D]D&DSULQD3D\R\D\YDULRVTXHVHURVGHOD]RQD 'HQWURGHOSURFHVRGHLQWHQWRGH'23GHVWDFDODFUHDFLyQGHXQD)HULD$UWHVDQDOGHO4XHVRGHOD6LHUUDGH&iGL] TXH\DFXHQWDFRQVHLVHGLFLRQHV\UH~QHDPiVGHHPSUHVDVHQWUHSURGXFWRUHVORFDOHV\GHIXHUDGHOD6LHUUD GH&iGL] 5357 VXSXHVWRODRFXSDFLyQGHXQHVSDFLRWUDGLFLRQDOPHQWHIHPHQLQRFRPRORHUDODWUDQVIRUPDFLyQ \YHQWDGHODOHFKHHQTXHVRDXQDHVFDODGRPpVWLFD7DPELpQKDQVLGRPXFKDVODVIDPLOLDVGH SDVWRUHVTXHQRKDQSRGLGRLQWHJUDUVHHQHOQXHYRSURFHVRGHWUDQVIRUPDFLyQ\VHKDQYLVWR DERFDGDVDOFDPELRGHDFWLYLGDG&RQHOODVWDPELpQKDQGHVDSDUHFLGRUHEDxRV\IRUPDVGH SURGXFFLyQTXHQXQFDPiVSRGUiQVHUUHVFDWDGRV 3HURWDPELpQHVYHUGDGTXHODLQWHUDFFLyQ\HODSUHQGL]DMHUHDOL]DGRGXUDQWHORVDxRVTXH VHLQYLUWLHURQHQREWHQHUXQD'23KDQVXSXHVWRODUXSWXUDGHODYLVLyQORFDOLVWD\VHFWRULDOGH ORVDFWRUHVLPSOLFDGRVSDVDQGRDSHUFLELUODHFRQRPtDHQFODYHWHUULWRULDO(OVHFWRUTXHVHURVH KDFRQYHUWLGRHQXQSLODUGHODHFRQRPtDGHOWHUULWRULR\WDQWRORVJDQDGHURVFRPRORVTXHVHURV SDUWLFLSDQGHSUR\HFWRVHLQLFLDWLYDVWHUULWRULDOHVIXHUDGHVXVHFWRU/DVFODYHVGHOp[LWRGHHVWH FDVR UHVLGHQ HQ OD DGDSWDFLyQ GH WpFQLFDV GH ORV SURGXFWRUHV GH OD ]RQD D ORV QXHYRV UHTXHULPLHQWRVWpFQLFRVGHVHJXULGDGDOLPHQWDULDDVtFRPRODSHUFHSFLyQFROHFWLYDGHTXHOD FDOLGDGGHOSURGXFWRHVWiFODUDPHQWHOLJDGRDODVVLQJXODULGDGHVGHODVGRVUD]DVDXWyFWRQDV RYHMD PHULQD JUD]DOHPHxD \ FDEUD SD\R\D D OD QDWXUDOH]D GH VXV SDVWRV \ DO PDQHMR WUDGLFLRQDODUWtILFHVGHXQSURGXFWRTXHKR\WULXQIDHQHOPHUFDGRJRXUPHW &DOLGDGPHUFDGR\FRQILDQ]D /DV '23 GH MDPyQ LEpULFR GH EHOORWD SURWHJHQ XQR GH ORV SURGXFWRV HVWUHOODV HQWUH ORV FRQVXPLGRUHV HVSDxROHV 6X HODERUDFLyQ OLJDGD D XQ VLVWHPD GH H[SORWDFLyQ LQWHQVLYD WUDGLFLRQDO GH XQ HFRVLVWHPD FDUDFWHUtVWLFR GHO ERVTXH PHGLWHUUiQHR FRPR HV OD GHKHVD IRUPDEDSDUWHLJXDOTXHORVTXHVRVGH6LHUUDGH&iGL]GHODH[SORWDFLyQFDPSHVLQDWUDGLFLRQDO 8QVLVWHPDTXHVXIULyXQDSULPHUDWUDVIRUPDFLyQKDFLDVXLQGXVWULDOL]DFLyQDSDUWLUGHORVDxRV  \ TXH SRVWHULRUPHQWH KD FRQVHJXLGR FRQ p[LWR VX UHFRQRFLPLHQWR FRPR '23 (Q OD DFWXDOLGDGH[LVWHQ '23V GH MDPyQ LEpULFR *XLMXHOR 'HKHVD GH ([WUHPDGXUD -DPyQ GH +XHOYD\/RV3HGURFKHVTXHFRLQFLGHQFRQDTXHOORVWHUULWRULRVFRQSUHVHQFLDGHERVTXHGH GHKHVDGH$QGDOXFtD([WUHPDGXUD\&DVWLOOD\/HyQ (OMDPyQGHEHOORWDHVKR\XQRGHORVSURGXFWRVJRXUPHWSRUH[FHOHQFLDHQ(VSDxDYDORUDGR\ DSUHFLDGRSRULJXDODQLYHOQDFLRQDOHLQWHUQDFLRQDO\ODH[LVWHQFLDGHVX'23FRQVWLWX\HXQD EXHQDPXHVWUDGHORVHVWULFWRVVLVWHPDVGHUHJXODFLyQTXHWRGDSURGXFFLyQGHEHVHJXLUSDUD DOFDQ]DU HO UHFRQRFLPLHQWR GH HVWD PDUFD /RV UHJODPHQWRV GH ORV &RQVHMRV 5HJXODGRUHV VXSHUYLVDQODFDOLGDGGHOSURGXFWRDSDUWLUGHXQFRPSOHMRVLVWHPDGHFHUWLILFDFLyQTXHSHUPLWH JDUDQWL]DUVXWUD]DELOLGDG(QHOFDVRTXHQRVRFXSDHVWRVUHJODPHQWRVHVWLSXODQ\PHQFLRQDQ ODVFDUDFWHUtVWLFDVGHODUD]DGHOFHUGRODHGDGGHORVDQLPDOHVODDOLPHQWDFLyQGHORVPLVPRV 5358 HOSHULRGRGHFXUDFLyQGHVXVGHULYDGRV\ORVPpWRGRVGHHODERUDFLyQSHUPLWLGRV6HSURGXFH DVtODQHFHVDULDVHOHFFLyQGHGHWHUPLQDGDVFDUDFWHUtVWLFDVGHOPRGHORWUDGLFLRQDOGHSURGXFFLyQ GHOFHUGR LEpULFRGHPRQWDQHUDDSDUWLUGHORVHOHPHQWRVTXHVHDGHFXDQ DORVSDUiPHWURV UHJODPHQWDULRV GH OD 8QLyQ (XURSHD SDUD ODV '23 (V HQ HVD SUHFLVD FRPELQDFLyQ HQWUH WUDGLFLyQGHXVRVPDQHMRV\VDEHUHVORFDOHVFRQLQQRYDFLyQ\UHTXHULPLHQWRVWHFQROyJLFRV GHKLJLHQH\VDOXEULGDGHQODTXHUDGLFDODFRQVWUXFFLyQGHODFDOLGDGTXHDKRUDVHRIHUWDEDMR ODIyUPXODGHPDUFDSURWHJLGD$PD\D\$JXLODU /D FXHVWLyQ HV TXH HVWRV HVWULFWRV UHTXLVLWRV GH FDOLGDG WHUPLQDQ SRU KDFHU LQYLDEOH XQD SURGXFFLyQTXHPiVDDOOiGHSRVHHURQRHVWHVHOORHVSRUVXQDWXUDOH]DPLVPDGHHODERUDFLyQ XQSURGXFWRGHFDOLGDGDOWDPHQWHDSUHFLDGRHQHOPHUFDGRORTXHORVFRQYLHUWHHQLUUHQWDEOH SDUDPXFKRVSURGXFWRUHV µ/D'23HVXQJDVWRWUHPHQGR/DVHPDQDSDVDGDHVWXYLHURQPDUFDQGRXQRVMDPRQHV GHOD'23\DQWHXQDSHTXHxDFRVDTXHKXERDOOtOHVGLMH³SRQPHORTXHTXLHUDVPHQRV SUREOHPDV´ SRUTXH \R SDUD YHQGHU XQ MDPyQ GH EHOORWD QR PH KDFH IDOWD TXH OOHYH QLQJXQDHWLTXHWDGH'23¶ µ4XHORVKHWHQLGRUHIULJHUDGRVPiVGHORVGtDV/D'23PHYHTXHHVWR\VDFDQGR GHOVHFDGHURMDPRQHV(VFLHUWRTXHHOVHFDGHURVHHQFXHQWUDDKXPHGDGOLEUHSHURD WHPSHUDWXUDPi[LPDGH&SRUTXHDSDUWLUGHORVORVMDPRQHVVXIUHQ3HURFRQ ORVMDPRQHVHVWiQFRPSOHWDPHQWHVXDYHVHVFXDQGRHPSLH]DQDVXGDU%XHQRSXHVOD '23WHUHFULPLQDTXHQRHVFRUUHFWR´*DQDGHURHLQGXVWULDO'2/RV3HGURFKHV (VWDURQRGHQWURGHODFHUWLILFDFLyQGH'23VHFRQYLHUWHDVtHQXQDHVWUDWHJLDTXHORVPLVPRV SURGXFWRUHVHOLJHQHQUHODFLyQDORVSUHFLRV\DODGHPDQGDGHOPHUFDGR'HDKtTXHHQ\ VHJ~QORVGDWRVGHO0LQLVWHULRGH$JULFXOWXUD$OLPHQWDFLyQ\0HGLR$PELHQWHDSHQDVXQ GHODSURGXFFLyQGHMDPRQHVLEpULFRVVHDFRJLHUDQDDOJXQDGHHVWRVFXDWURVHOORVH[LVWHQWHV/R TXHVXFHGHHVTXHFDGDFDPSDxD\HQIXQFLyQGHORVFRVWHV\EHQHILFLRVGHORVSUHFLRVGHO SURGXFWRV HQ HO PHUFDGR FDGD SURGXFWRU GHFLGH TXp Q~PHUR GH FDEH]DV GHVWLQDU D VX FHUWLILFDFLyQ/RFLHUWRHVTXHHQOHFDVRGHOMDPyQOD'23VXSRQHXQDxDGLGRGHFDOLGDGD XQSURGXFWRTXH\DSRUVXSURSLRVLVWHPDGHSURGXFFLyQUHTXLHUHGHXQVRILVWLFDGRVLVWHPDGH HODERUDFLyQ\GHXQ³VDEHUKDFHU´OHJHQGDULRTXHOROLJDDODFXOWXUD\DODLGHQWLGDGGHHVWRV WHUULWRULRV 5359 3RUHVRPiVDOOiGHOYDORUTXHODV'23DGTXLHUHQHQORVPHUFDGRVPiVJOREDOHVHQODHVFDOD ORFDOIXQFLRQDQRWURVSDUiPHWURVGHFDOLGDGEDVDGRVHQVLVWHPDVPHQRVIRUPDOL]DGRV\SURSLRV GHODHFRQRPtD GH OD SUR[LPLGDG FRPR HO FRQRFLPLHQWR \ OD FRQILDQ]DHQWUH FRPSUDGRU \ SURGXFWRU<HVWHHVXQRGHORVFULWHULRVTXHHOSURGXFWRUPDQHMDDODKRUDGHHOHJLUHOWLSRGH HVWUDWHJLDVDVHJXLUHQFXDQWRDOSRUFHQWDMHGHFHUGRVDFHUWLILFDU\RLQFOXVRGHVXUHWLUDGDGH OD '23 XQD GHFLVLyQ TXH KD VLGR GHPDVLDGR FRP~Q HVSHFLDOPHQWH HQWUH ORV SHTXHxRV SURGXFWRUHVHQORVDFWXDOHVPRPHQWRVGHFULVLV “+DFHU XQ FRFKLQR GH '23 FXHVWD PXFKtVLPR « SRUTXH QHFHVLWD PXFKD PiV HGDG QHFHVLWDXQSHVRGHWHUPLQDGR«HVWRVQRSXHGHQWHQHUQLQJ~QVXSOHPHQWRDOLPHQWDULR GXUDQWHHOWLHPSRGHPRQWDQHUD(OGHUHFHERORPHWHVSRUTXH\DVHWHKDWHUPLQDGROD EHOORWD\\DODVGRV~OWLPDVDUUREDVFRPRPi[LPRQHFHVLWDVHOSLHQVR\DQRPHKDOOHJDGR DVHUGHEHOORWD$OJDQDGHURVLQROHIDFLOLWDVHOWHPDQRSRQHORVFRFKLQRVGH'23 KDELHQGRWDQSRFDGLIHUHQFLDHQWUHODYHQWDGHOFRFKLQRGH'23\GHEHOORWDFRQ1RUPD /D GLIHUHQFLD HVWH DxR KD VLGR GH  SHVHWDV \ DQWHV HUD GH  SRU DUURED”.´ *DQDGHUR6LHUUDGH+XHOYD   7HUULWRULRFDOLGDG\HVSDFLRVSURWHJLGRVXQDFRPSOHMDUHODFLyQ /DGLItFLOFRH[LVWHQFLDHQWUHODWUDGLFLyQ\ODVQXHYDVQRUPDWLYDVTXHUHJXODQODSURWHFFLyQGHO PHGLRDPELHQWHFRQVWLWX\HQOD~OWLPDGHODVSDUDGRMDVTXHTXHUHPRVUHIOHMDUHQHVWHWH[WR (OHJLPRVSDUHHOORHOFDVRGHODSURGXFFLyQGHTXHVRGHQWURGHO3DUTXH1DFLRQDOGH3LFRVGH (XURSD\HQFRQFUHWRORVVXMHWRVDOD'23GHTXHVRV&DEUDOHV\*DPRQHX6HWUDWDGHXQWLSR GHTXHVRFDUDFWHUtVWLFRGHOD]RQDGH$VWXULDVTXHUHTXLHUHXQVLVWHPDWUDGLFLRQDOGHFXUDFLyQ HQFXHYDVTXHDFWXDOPHQWHVHHQFXHQWUDQHQHOWHUULWRULRJHVWLRQDGREDMRODFLWDGDILJXUDGH SURWHFFLyQPHGLRDPELHQWDO*DUFtD\'tD] /DVHVSHFLDOHVFDUDFWHUtVWLFDV\HODOWRYDORUQDWXUDOTXHWLHQHQHVWRVSDUDMHVQDWXUDOHVVXSRQHQ XQIXHUWHDWUDFWLYRWXUtVWLFRSDUDORVKDELWDQWHVGHOD]RQDORTXHIDFLOLWDODGHPDQGDORFDOGH VXVSURGXFWRVSHURWDPELpQLPSRQHHQODDFWXDOLGDGXQDVSROtWLFDVPX\UHVWULFWLYDVGHPDQHMR 5 .- 5HILHUHDOD1RUPDGH&DOLGDGGHO,EpULFRUHFLHQWHUHJXODFLyQGLFWDGDSRUHO0LQLVWHULRGH$JULFXOWXUD SUHFLVDPHQWHSDUDSURWHJHUHOVHFWRUGHOLEpULFRIUHQWHDRWURWLSRGHUD]DV 5360 GHOWHUULWRULRTXHGDxDQ\RGLILFXOWDQXQDDFWLYLGDGSURGXFWLYDTXHORVSDVWRUHVSHUFLEHQFRPR H[FHVLYDSDUDVXVLQWHUHVHV µ+RPEUH\RKDUtDFRPRDQWHV'HFRQWURODUORVORERV/RTXHQRSXHGHVWHQHUHVFXDUHQWD SDUHMDVTXHGLH]«HVTXHORVORERVFXDQGRKDFHDxRVLJXDOSDVDEDQXQDYH]DODxRSRU DKtKDFtDQ«XQDPDWDQ]DGHORTXHWURSH]DEDQ\OXHJRQRYROYtDQDDSDUHFHU«\KDEtD ORERV3HURHVTXHDKRUD«$KRUDHVFULDUORERVFULDUORERV\FULDUORERV<HQWRQFHVQR¶ 3URGXFWRUGHTXHVR&DEUDOHV µ/DFXHYDTXHWHKDEORHVWiVXFLDOOHQDGHEDUGRVPDOH]D\QRWHGHMDQQLOLPSLDUORV FDPLQRVSDUDTXHSDVHQODV\HJXDVQLHOORVORKDFHQQLDQRVRWURVQRVGHMDQ¶3URGXFWRU GHTXHVR&DEUDOHV (VYHUGDGTXHHQORV~OWLPRVDxRVKDKDELGRXQFDPELRHQODSHUFHSFLyQGHOIDFWRUKXPDQRHQ ODViUHDVSURWHJLGDVDXQTXHQRVLHPSUHVHSODVPDHQDFFLRQHVFRQFUHWDVTXHIDFLOLWHQODFDOLGDG GHYLGDGHORVKDELWDQWHVGHOWHUULWRULRHVSHFLDOPHQWHDORVSDVWRUHVHQWUHORVTXHD~QDEXQGDQ ODVSHUFHSFLRQHVQHJDWLYDVKDFLDVXDFWLYLGDG µ+RPEUH VL OD FXHYD« VH XVD OR QRUPDO HUD TXH KLFLHUDQ TXH IDFLOLWDUDQ XQ SRFR HO FDPLQR3HURFODURVt«VLQRHVWDPRVHQODHGDGPHGLDSDUDVXELUHOTXHVRDFXHVWDV« TXHHVWDPRVHQODpSRFDTXHHVWDPRV3RUKDFHUXQD³FDUUHWHULQD´HK"8Q³FDPtQSD´ TXHSDVHXQWUDFWRUWDPSRFRFUHR\RTXHLQIOX\DPXFKRHQHO«3XIVtHOSDVWRUHVHOTXH OLPSLDHOPRQWH6LQRKD\SDVWRUHVHOPRQWHVHFXEUHHQWHUR\OXHJRYLHQHQORVLQFHQGLRV SHURVtWHQtDQTXHSURWHJHUDOSDVWRU7~SXHGHVWHQHUWX]RQDSDUDTXHYLYDQORVORERV\ RWUD]RQDSDUDORVSDVWRUHV1RDYDVDOODVHXQRVDRWURV5HVSHWDUODV]RQDV¶3URGXFWRU GHTXHVR&DEUDOHV µ$QWHVORVTXHFRPRTXLHQGLFHPDQGDEDQHUDQORVSDVWRUHV$KRUDHVFDUDDOWXULVPR\ QDGD PiV>«@(O3DUTXHHVWDUiELHQQRGLJR\RTXHQRSHURQRSDUDORVJDQDGHURV¶ 3URGXFWRUGHTXHVR*DPRQHX 'HODYLHMDDODQXHYDUXUDOLGDGXQDWUDQVLFLyQFRQIOLFWLYD &RPRVHxDOiEDPRVDOSULQFLSLRHQHVWHWH[WRQRKHPRVWUDWDGRGHQHJDUODVVLQHUJLDVSRVLWLYDV TXHODVPDUFDVGHFDOLGDGKDQVXSXHVWRSDUDORVSHTXHxRVSURGXFWRUHVIUHQWHDOSRGHUGHODV PXOWLQDFLRQDOHVGHODDJURDOLPHQWDFLyQGHSURGXFWRVLQGXVWULDOL]DGRV&UHHPRVTXHHVWHWLSRGH VLQHUJLDVSRVLWLYDVTXHSURIXQGL]DQHQODUHODFLyQHQWUHQXHYDUXUDOLGDG\GHVDUUROORWHUULWRULDO 5361 \DKDVLGRVXILFLHQWHPHQWHHVWXGLDGDGHDKtTXHKD\DPRVTXHULGRGHVYHODUDTXHOORVDVSHFWRV PHQRVSRVLWLYRVTXHHVWDVHWLTXHWDVWDPELpQFRQWLHQHQ&RQVLGHUDQGRTXHHOFRQRFLPLHQWRGH HVRVDVSHFWRVPHQRVSRVLWLYRVSRUSDUWHGHODVLQVWLWXFLRQHVFRPSHWHQWHVHQHOVHFWRUD\XGDUi DWRPDUODVPHGLGDVQHFHVDULDVHQEHQHILFLRGHODVPDUFDVGHFDOLGDG (O DQiOLVLV FRPSDUDWLYR GH QXHVWUD LQYHVWLJDFLyQ QRV KD GHPRVWUDGR TXH H[LVWHQ JUDQGHV GLIHUHQFLDVHQ ORVFRVWHV GHWUDQVDFFLyQ HQ ODV GLIHUHQWHV PDUFDV (O UDQJR PiV DOWR HQORV PHUFDGRVORRFXSDQODV'23TXHVRQVLQOXJDUDGXGDVODVTXHPD\RUHVFRVWHVDFDUUHDQDORV SURGXFWRUHVFRPHQ]DQGRSRUHOODUJR\FRPSOHMRSURFHVRTXHFRQOOHYDVXUHJODPHQWDFLyQ\ UHFRQRFLPLHQWRDQLYHOHXURSHR\VLJXLHQGRSRUODULJLGH]GHVXVUHTXLVLWRV\ UHVWULFFLRQHV WpFQLFDVTXHDORVSURGXFWRUHVOHVVXSRQH6RQHVWRVREVWiFXORVORVTXHKDFHQTXHPXFKRV DFWRUHVSLHUGDQLQWHUpVHQODVROLFLWXGGHXQVHOORGHSURWHFFLyQFRPROD'23 7HPSRUDOPHQWHKDEODQGRODREWHQFLyQGHXQD'23SXHGHOOHJDUDWDUGDUXQRVDxRV(VWH WUiPLWH VXSRQH XQ HVIXHU]R GH FRQFHUWDFLyQ VRFLDO GH ODV SDUWHV LPSOLFDGDV PDUFDGR SRU SDUWLFLSDFLyQ HQ UHXQLRQHV DFWLYLGDGHV \ GHEDWHV HQWUH SURGXFWRUHV GH GLVWLQWR WLSR \ FRQ LQWHUHVHVQRVLHPSUHFRLQFLGHQWHVORTXHGHWHUPLQDHOJUDGRGHLQWHUpVRGHLPSOLFDFLyQGH PXFKRV\HOHVIXHU]RSHUVRQDOLQFOXVRDHIHFWRVGHLQYHUVLyQGHWLHPSRHQHVWHWLSRGHFRQWLQXDV UHXQLRQHVTXHPXFKRVGHHOORVQRTXLHUHQRQRSXHGHQUHDOL]DU/DFRQVWUXFFLyQGHOFRQVHQVR HVXQSURFHVRGHOLFDGR\VLQODSDUWLFLSDFLyQGHXQLQWHUPHGLDULRLPSDUFLDOUHVXOWDPX\GLItFLO TXHODVGLQiPLFDVGHSRGHUQRFRQGLFLRQHQROLPLWHQORVUHVXOWDGRV (VYHUGDGTXHODVHWLTXHWDVGHFDOLGDGDxDGHQFRVWHHFRQyPLFRHQFDGDSDVRGHODFDGHQDOR TXH HQ WHRUtD VXSRQHTXH OD UHQWDELOLGDG ILQDO VHUiWDPELpQ PD\RU 3HUR OR TXHVXFHGHD PHQXGRHVTXHHVWHDXPHQWRGHFRVWH\GHYDORUDxDGLGRQRVHUHSDUWHGHPDQHUDFRQVHQVXDGD HQWUHODVGLIHUHQWHVSDUWHVHQWUHJUDQGHVSURGXFWRUHV\SHTXHxRV$SDUWLUGHDKtDSDUHFHUiQ VDOLGDV\HVWUDWHJLDVDOWHUQDWLYDVTXHFRQYLYHQFRQODVGHPD\RUQLYHO/DVKHPRVYLVWRHQORV FDVRVHVWXGLDGRVSXHVWRTXHORVSHUWHQHFHQDHFRVLVWHPDVVLQJXODUHVFRQYDORUDxDGLGRSRU VXVFDUDFWHUtVWLFDVDPELHQWDOHV\FXOWXUDOHV 'HHVWHPRGRORVPLVPRVSURGXFWRUHVGH'23GH&DEUDOHVGH*DPRQHXRGH-DPyQ,EpULFR DQGDOXFHVH[WUHPHxRVRFDVWHOODQRVGLYHUVLILFDQVXVHVWUDWHJLDVHQWUHSDUWLGDVFRQ'23SDUD PHUFDGRVH[WHUQRV\ORVGHPHUFDGRORFDODPSDUDGRVSRUFHUWLILFDFLRQHVPHQRVIRUPDOL]DGDV 2ORVTXHFRPRHQHOFDVRGHTXHVRVGH6LHUUDGH&iGL]HOLJLHURQPDUFDVGHPHQRUQLYHOGH UHTXHULPLHQWRVSDUDXQRVSURGXFWRVFX\DYLQFXODFLyQWHUULWRULDOHV\DJDUDQWHGHODFDOLGDGGH ORV PLVPRV /D IXQFLyQ GHO VHOOR GH FDOLGDG HVWi SRU WDQWR UHODFLRQDGR FRQ OD GLVWDQFLD 5362 JHRJUiILFDHQWUHSURGXFWRU\FRQVXPLGRU$OOtGRQGHKD\SUR[LPLGDGHQWUHDPERVDFW~DQRWURV SDUiPHWURV QR IRUPDOL]DGRV TXH WLHQHQ TXH YHU FRQ OD FXOWXUD ORFDO < OR TXH HVWDPRV FRPSUREDQGR HV TXH HQ ORV DFWXDOHV PRPHQWRV GH FULVLV HFRQyPLFDV HVWRV PHFDQLVPRV LQIRUPDOHVFRPRODFRQILDQ]DVRQFDGDYH]PiVXVDGRVSRUSURGXFWRUHV\FRQVXPLGRUHV  %LEOLRJUDItD $JXLODU(³/DFXOWXUDFRPRUHFXUVRHQHOiPELWRGHODJOREDOL]DFLyQODQXHYDGLQiPLFD GH ODV LQGXVWULDV DUWHVDQDV´ (Q %XHQR & \ $JXLODU ( /DV H[SUHVLRQHV ORFDOHV GH OD JOREDOL]DFLyQ0p[LFR\(VSDxD0p[LFR(G3RUU~D&LHVDV\8QLYHUVLGDG,EHURDPHULFDQD $PD\D6\($JXLODU³6DEHUHVORFDOHVWUDGLFLyQHLQQRYDFLyQHOFDVRGHOMDPyQ LEpULFRGHEHOORWD5HYLVWD1XHYDV7HQGHQFLDVHQ$QWURSRORJtD $PD\D 6 \ ( $JXLODU  ³/D FRQVWUXFFLyQ GH OD FDOLGDG DOLPHQWDULD WUDGLFLyQ LQQRYDFLyQ\SRGHUHQODV'23GHOMDPyQLEpULFRHQ(VSDxD´5HYLVWDGH(FRQRPtD$JUtFROD  %DQNV-\0DUVGHQ77KH1DWXUHRI5XUDO'HYHORSPHQWWKH2UJDQLF3RWHQWLDO -RXUQDORI(QYLURQPHQWDO3ROLF\DQG3ODQQLQJ %RZHQ6\GH0DVWHU.µ1HZUXUDOOLYHOLKRRGVRUPXVHXPVRISURGXFWLRQ"4XDOLW\ IRRGLQLWLDWLYHVLQSUDFWLFH¶-RXUQDORI5XUDO6WXGLHV &RVWDQLJUR00F&XVNH\--\&*RHPDQVµ7KHHFRQRPLFVRIQHVWHGQDPHVQDPH VSHFLILW\UHSXWDWLRQDQGSULFHSUHPLD¶$PHULFDQ$VVRFLDWLRQRI:LQH(FRQRPLVWV:RUNLQJ 3DSHU (VSHLW[ (  /RV QXHYRV FRQVXPLGRUHV!! R ODV QXHYDV UHODFLRQHV HQWUH FDPSR \ FLXGDGDWUDYpVGHORVSURGXFWRVGHODWLHUUD!!$JULFXOWXUD\6RFLHGDG 'tD] & \ *yPH]  &  $OLPHQWDFLyQ FRQVXPR \ VDOXG%DUFHORQD )XQGDFLyQ2EUD 6RFLDO/D&DL[D *RQ]iOH]0\'tD]&³/tPLWHV\3RWHQFLDOLGDGHVGHODV$FUHGLWDFLRQHVGH&DOLGDG ODGHQRPLQDFLyQGHRULJHQSURWHJLGDGHOTXHVRGHFDEUDOHVGHO3ULQFLSDGRGH$VWXULD(VSDxD´ 5HYLVWDGH(FRQRPtD$JUtFROD 5363