Austrian agriculture has always had a reputation for high quality, regionality, and traditional production methods. This standard is ensured by strict environmental regulations, but also by knowledge that has been passed down through generations. At the EU level, protected geographical indications (PGI), protected designations of origin (PDO), and traditional specialties guaranteed (TSG) play a central role in preserving this quality while increasing added value for farmers. In 2024, EU Regulation 2024/1143 came into force, updating the legal framework for these protection systems, strengthening trademark protection, and introducing new aspects such as sustainability criteria. The aim of this new regulation is to position this quality more clearly both within the EU and on international markets. This paper examines the potential and obstacles for protected designations of origin in Upper Austria. It analyzes why there is no registration system in place yet, which products would be suitable for this, and to what extent the new EU Regulation 2024/1143 opens up new opportunities in this area. In addition, it examines how consumers in Upper Austria perceive protected designations of origin and whether this influences their purchasing behavior. The theoretical part of this thesis first explains the three EU indications of origin and their requirements. PDO is the strictest form, requiring all production steps to take place in the specified geographical area and the product characteristics to be clearly linked to the region. Examples of this are Vorarlberg mountain cheese PDO or Wachau apricot PDO. With PGI, the framework is somewhat more flexible; here, only one essential production step must take place in the defined geographical area and the origin must have a relevant influence on the quality, as is the case with Styrian pumpkin seed oil PGI. The STG, on the other hand, does not refer to the origin, but to traditional production methods or recipes, regardless of the place of production, such as Heumilch STG. The first central section of the thesis describes in detail the application and registration procedure for a protected designation of origin in accordance with EU Regulation 2024/1143. Everything is explained, from the national preliminary examination to EU-wide publication and control of the specification. In addition, alternative forms of protection, national quality seals, and guarantee marks are discussed. The empirical basis is an online survey conducted between March and July 2025, which was completed by 112 people in Upper Austria. Consumers, farmers, and entrepreneurs from the food industry were surveyed. The results show a clear information deficit, as only 30% of respondents were familiar with the EU labels and their meaning, and almost half had no knowledge of protected designations of origin. At the same time, however, over 85% stated that regional origin was the most important purchasing criterion and would also be willing to pay a higher price for such products. Potential products for protected designation of origin were also identified, with Mühlviertel linseed oil, Eferding vegetables, Mühlviertel hops, Innviertel dumplings, and Mühlviertel bacon being mentioned frequently. Interviews were conducted with producers of three of these products about their production, processing, origin, and special characteristics. However, it became clear that the organizational structures required for registration are still lacking. There are currently no producer associations or interest groups that could coordinate the registration process. In conclusion, the study shows that protected designations of origin represent untapped potential for agriculture in Upper Austria. The new EU regulation creates favorable conditions by strengthening protection and increasing visibility. Successful examples from other federal states prove that protection of origin can contribute to brand building, the preservation of regional cultures, and the development of new markets. It is now important for Upper Austria to actively exploit this opportunity. This requires targeted information campaigns that appeal to consumers and producers alike. At the same time, bureaucratic red tape must be reduced, for example through the advice and support of the service association for protected designations of origin for food. In the long term, success will depend on whether all parties, interest groups, producers, politicians, and consumers can be networked and pursue a common strategy. In this way, Upper Austrian products could continue to be represented in the European register of origin in the future.
| Date of Award | 2025 |
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| Original language | German (Austria) |
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| Supervisor | Andreas Cretnik (Supervisor) |
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