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![Page 1: Annual Exporters Conference 2014 The Role of Geographical Indications in Promoting Nation Branding: International Perspective Meikles Hotel, Harare, Zimbabwe.](https://reader036.fdocuments.net/reader036/viewer/2022062423/56649e0e5503460f94af8f2c/html5/thumbnails/1.jpg)
Annual Exporters Conference 2014
The Role of Geographical Indications in Promoting Nation Branding: International
Perspective
Meikles Hotel, Harare, ZimbabweOctober 02, 2014
Fernando dos SantosDirector General
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CATEGORIES OF INTELLECTUAL PROPERTY
Making better use of Intellectual Property for business Competitiveness and Development in Africa
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GEOGRAPHICAL INDICATIONS
Making better use of Intellectual Property for business Competitiveness and Development in Africa
Designation used on goods that have a specific geographical origin and possess qualities or a reputation that are due to that location.
Geographical Indications: •consists of the name of the place of origin of the goods •link a product to a particular region•indicate qualities, attributes, reputation associated with geographic origin•suggest connection to region’s inherent characteristics (e.g., soil, climate, terrior)•may also imply production skills/processes associated with region
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GEOGRAPHICAL INDICATIONS
India Italy India
France Portugal USA Mexico
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ECONOMIC SIGNIFICANCE OF GIS
Making better use of Intellectual Property for business Competitiveness and Development in Africa
• GIs are powerful marketing tool• Reputation for quality associated with geographical
name are used on labels and advertising• GI products are believed to command higher prices• Parmigiano Reggiano – sells 7 to 10% more than any other cheese• Italian Olive oil price is 20% higher than oils without GI• In France, average price of a product with GI is 30% higher than a
product without GI• Tequila – 0,3$ (1995), 15$ (2002) - 5000% growth• In general use of GIs allowed 30% increase in cheese prices and
230% in wine prices• Consumers are prepared to pay 10% more for GIs• Enhances earnings of small producers & local community
& facilitates rural development by preventing migration, improving image
• Provides incentive to preserve, use and develop traditional knowledge and protect biodiversity etc.
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ECONOMIC SIGNIFICANCE OF GIS – EUROPEAN UNION
GIs registered in EU as of 2012:•1065 agricultural and foodstuff•Fruit, vegetables and cereals (30%)•Cheeses (20%)•Meat and meat products (12.5% each)•Oils, mostly olive oils (10%)
•1561 wines •325 spirits•More than 80% from 6 member states: Italy, France, Spain, Greece, Portugal and Germany•Exports of GI products in 2010: €11.5 billion (15% of all extra-EU exports of food and beverages)•Wine (50%), spirits 40%, agricultural and food (9%)
Making better use of Intellectual Property for business Competitiveness and Development in Africa
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POTENTIAL USE OF GIs IN AFRICA
Making better use of Intellectual Property for business Competitiveness and Development in Africa
• Africa is the major geographical source of many products eligible for GIs: cloves, vanilla, coffee, tea, honey, cacao, rice, bananas, pineapple, coconuts, mango, papaya, tapioca, spices, cut flowers, alcoholic and nonalcoholic local drinks…
• However, protection of GIs has been seldom applied to the extent available in many of those countries.
• As a result of that the economic benefits possibly gained on this basis have not been realized, or at least not to the appropriate extent.
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AFRICAN REGISTERED GIs
Making better use of Intellectual Property for business Competitiveness and Development in Africa
Penja pepper (Cameroun) Ziama-Macenta Coffee (Guinea)
Oku Honney (Cameroun)
Developing countries and especially African countries are increasingly showing interest in gaining market access for their products by using geographical indications BUT…only 3 GIs registered in Africa
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THE CASE OF ETHIOPIA
Making better use of Intellectual Property for business Competitiveness and Development in Africa
• Ethiopia have the finest quality coffee, attributable to the ecological conditions of these places.
• There are at least three well known brands corresponding to three geographical areas: Harar, Sidamo, Yirgacheffe
• Starbucks and others have been marketing at premium price using these names
• Studies show retail price to average $26 a pound, while the amount trickling to the country from each pound was max. of a mere $1. (around 60 cents).
• Government implemented an IP and branding strategies, secured ownership of coffee designations and through licensing of the brands improved income and living standards
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THE WAY FORWARD
Making better use of Intellectual Property for business Competitiveness and Development in Africa
• There are potential GIs in Zimbabwe: Chipinga Coffee, Tanganda Tea, Mazoe juice and many other fruits
• GIs and branding can be combined to capture intangible values of distinctive local products so as to strengthen competitiveness and increase income in Zimbabwe
• There’s a need to incorporate GIs and Branding in the national IP strategy developed by the government
• Government must take a lead but involve and promote ownership by stakeholders
• Potential GI products must be identified and promoted
• Export policies and strategies must prioritize promotion of Zimbabwean GI products abroad