Free Mini-Course on
From Origin to Market: How to Add Value to Products and Territories with the D.O.P Economy
Open registrations
Value does not lie in the product alone: it lies in origin, identity, and reputation!
In this 100% free online short course with USP certification, you will learn the fundamentals of the D.O.P. Economy (Protected Designation of Origin) and understand how products, territories, and agri-food chains can generate greater value from their origin, identity, quality, and reputation. Through live classes, you will explore strategies for value enhancement, differentiation, sustainability, and the creation of symbolic value in the market. All of this with Professor Paulo Turziani, a specialist in adding value to products, territories, and agri-food chains.
Secure your free USP/Esalq certification now!
100% free
Online
Enrollment
August 24 to December 1, 2026
Live Classes
November 25 and December 2, 2026 (Wednesdays), from 7:00 p.m. to 10:00 p.m. (BRT, UTC−3).
Duration
2 weeks (the content will remain available for up to 30 days after the last class)
Who is this course for?
- Professionals in agribusiness and the agri-food sector;
- Rural producers, entrepreneurs, and representatives of associations and cooperatives;
- Professionals in marketing, tourism, gastronomy, and territorial development;
- Individuals interested in enhancing the value of origin-linked products, territorial reputation, sustainability, and value creation in production chains.
Course Coordination
Paulo Turziani
Specialist in Quality Management and Food Technology, with an MBA in Marketing, a bachelor’s degree in Gastronomy, a Master’s in Food Culture and Food and Wine Traditions, and a specialization in Creativity and Ecosystem Innovation.
What you will learn
Day 1: Food Quality Culture and Territory as a Value Asset
- Food as a cultural, social, and territorial expression;
- Food quality, origin, authenticity, and identity;
- Territory as a strategic element for product differentiation and regional development;
- Territorial identity, reputation, sense of belonging, and empowerment of communities;
- Integration of local agri-food chains, territorial protection, and the creation of economic, social, and cultural value;
- Successful experiences and projects in Italy and lessons applicable to the Brazilian context.
Day 2: Food and Luxury: Building Symbolic Value
- Building symbolic value in agri-food products;
- Quality, origin, exclusivity, reputation, and identity as drivers of differentiation and positioning;
- Premium products, territorial narratives, consumer experience, and value perception;
- Communication strategies and connections between producers, consumer markets, and territories;
- Sustainability as a strategy for value enhancement and value creation;
- Traceability, social and environmental responsibility, circular economy, reduction of environmental impacts, inclusion, and empowerment of communities.
Why participate?
- Learn from a USP professor, specialized in adding value to products, territories, and agri-food chains.
- Understand how to turn origin, identity, and reputation into value, strengthening products and territories.
- Discover differentiation and positioning strategies applied to agri-food products and premium markets.
- Explore sustainability as a driver of competitiveness, reputation, and value creation.
- Receive a digital certificate from Esalq/USP and broaden your expertise in a strategic field for agribusiness, food, and territorial development.
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