A link between modernity and tradition: the case of several regional food products

This article attempts to look into some of the links between modernity and tradition, the link to place andglobalisation, using several "protected origin products" as the basis of the investigation. It is argued that the conceptof protecting products, despite its ancient tradition, is a thoroughly modern occurrence with its emphasis on the localand the collective. Can consumption theory help provide part of the explanation for the (re)emergence of regionalspeciality foods in the UK ? The research naturally crosses boundaries between traditional disciplines and this workdraws on a wide range of literature, especially that of post-modern theories of consumption. Consumption hasbecome a major focus of research in the social sciences and humanities. It is increasingly perceived as central tounderstanding the historical development of modern industrial society and the social and cultural structure of postmodernsocieties. Focus on the supply chain brings to the debate a more holistic approach. Secondary informationabout the products under investigation, interviews with those in the supply chain and results from focus groups will beused to investigate the identified tensions. A final section will involve a discussion of PDO/PGI in its historical andcurrent context in the UK, with a brief introduction to intellectual property Jaw which questions the importance ofRegulation 2081/92 in the UK, in comparison to many southern European countries. The authors believe that,although abstract, a link can be conceived between theory and practice, and that UK consumers, along with manyproducers, intermediaries, retailers and institutions, may understand the protection at a deeper level than previouslythought. The Regulation was met with much scepticism, and many remain ambivalent, but it is shown that those inthe supply chain have positive hopes for the future.