The debate on the Common Agricultural Policy post 2013 is strong and many policy proposals arise from both researchers and politicians. Waiting for the European Commission formal regulation proposals, greening measures are making way among the others. This paper, starting from case of selected Italian wineries, discusses how greening measures will modify the actual level of public support gained by farmers. Margins, costs, utilized agricultural area, public support and in particular agro-environmental payments have been compared to greening policy proposal. The first results show that, even if there will be redistributional effects in the allocation of resources among wineries, the greening policy lacks to improve business competitiveness both for farms with high level of revenues and for farms with low level of revenues.
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