Il pomodoro di pachino: vale più il marchio o la reputazione del territorio?

GI enforces the link between territory and quality of the agro-food production. Whether the premium producers receive is associated with the GI, when they already receive the rent related to the reputation of the territory, is doubtful given the free riding cases. We estimate the reputational rent associated with the area of production and the price premium for the geographical indication. The case study is tomatoes from Pachino. Results of the analysis consist of a measurement of the benefits of the GI. The analysis is completed by segmenting the market, allowing marketers to target consumers with higher willingness to pay. Estimates show that GI generates a premium, which is lower than the reputational rent. About two thirds of the sample would pay a higher price for the IG “tomatoes from Pachino”. This positive attitude is related to education and age.