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The Spanish model of geographical food quality certifications shows signs of exhaustion. The
recent changes question its function as a mechanism to protect territorial rents, forcing to analyze
the practices of the actors in the value chain with new approaches. Focusing on the analysis
of the Protected Designation of Origin “León”, the objective of this work is to interrogate
about the determinants of the generation of value in a post-industrial economy. The central
importance of certain mediations between production and consumption, that systematize,
connect, interpret and validate local knowledge was verified, which present a deficient behaviour
that negatively affects the improvement of the quality and the value of the wines.

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