La géotraçabilité dans le secteur vitivinicole : construction institutionnelle du marché

?Many producers have worked to establish a geotraceability system aiming to anticipate directives from the European Commission ? process in relation to standardization of common agricultural policy. ? The stake is, for them, to take part in the definition of the quality of the product. We use the conventionalist theoretical framework to analyse this institutional construction. Concerning wine market, the quality convention is a mixture of market convention (competition, price) and domestic convention (know-how, origin). The analysis of the French and European legal texts from 1960 till 2009 allows us to measure the evolution of these two components and to show the increasing part which takes there the geotraceability. The institutional construction of market is also characterized by the specificity of the French case ? globally more developed and an inspiration for European regulations; the increasing of the designation of origin and quality; and the debate between the holders of brands and those who want a PDO. Using word processing software, we show these different aspects.