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Quality linked to geographical origin and GIs Lessons learnt from the world and presentation of the project 1

Konferencija o zemljopisnim oznakama u Republici Hrvatskoj -travanj_2011

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Page 1: Konferencija o zemljopisnim oznakama u Republici Hrvatskoj -travanj_2011

Quality linked to geographical origin and GIs

Lessons learnt from the world and presentation of the project

1

Page 2: Konferencija o zemljopisnim oznakama u Republici Hrvatskoj -travanj_2011

OutlineOutline

2

1.

Origin-linked products, GIs and rural development

2.

What does FAO do in this domain

3.

Presentation of the Croatian project and team

Page 3: Konferencija o zemljopisnim oznakama u Republici Hrvatskoj -travanj_2011

OriginOrigin--linked products, GIs linked products, GIs and rural development and rural development

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Page 4: Konferencija o zemljopisnim oznakama u Republici Hrvatskoj -travanj_2011

ProductProduct

PeoplePeoplePlacePlace

GIGI

• Characterization of the local race• Elaboration of the code of practice• Protection of the GI and marketing

Example: Chivito Criollo del Norte Neuquino, Argentinalocal specific breed in arid mountainous region (altitude ranging from 600 to 2400 m)

Local natural and human resources:

soil, climate, breed,

varieties, know-how...

Motivations and capacity to engage a collective process

“we want the young can stay

and live this life”

Specific quality, reputation in the

market

Linking People, Product and Place Linking People, Product and Place

Page 5: Konferencija o zemljopisnim oznakama u Republici Hrvatskoj -travanj_2011

International DefinitionsInternational DefinitionsTRIPS Agreement (1994)

Geographical Indications identify a good as originated in the territory of a Member, where a given quality, reputation or other characteristic of the good is essentially attributable to its geographical origin153 WTO member states

Lisbon Agreement (1958) Appellation of Origin is the geographical name of

a country, region, or locality, which serves to designate a product originating therein, the quality and characteristics of which are due exclusively or essentially to the geographical environment, including natural and human factors.WIPO (158 member states)27 Contracting Parties

5

“AO”

defined by Lisbon

can be considered as a category of “GI”

defined

by TRIPS

GI are considered to be intellectual property rights, and members

countries have to provide legal tools to protect

these rights.

Page 6: Konferencija o zemljopisnim oznakama u Republici Hrvatskoj -travanj_2011

Advantages Advantages

Economic Pillar

Environmental Pillar

protection against fraud (legal protection); access to niche markets; adding value; reducing market price fluctuations; redistribution along value chain; benefits from collective action; maintain added value in the production areasEtc.

awareness and sustainable use of natural resources

preservation of biodiversity,

Etc.

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Social Pillarself esteem and its indirect effects (power of negotiation/rights defense);

preservation of cultural heritage;

job opportunities;

positive effects on tourism.

Etc.

Consumers’

sidesocial expectations

food diversity

guaranties about quality, origin and production process

Etc.

Page 7: Konferencija o zemljopisnim oznakama u Republici Hrvatskoj -travanj_2011

Varieties of GIs in the world Varieties of GIs in the world

Geographical scopeWhat productsProtection and Propertygovernmental standard (public policy) or private standard according the country...

sui generis protection : 167 including the EUTradeMark systems : 56 nations (a number use both)

Conformity assessment systemsExigencies

And varieties of impact...7

Predavač�
Bilješke uz prezentaciju�
Ultimate objective: differentiating products advancing ethical goals more protection IP (producers, consumers) Rq: “offensive or defensive” GI strategy Immediate objectives : preserving local culture, promoting a specific area of production non addressed as such but considered: better value redistribution, biodiversity Operational objectives: Traceability, Link to geographical origin: local know how and practices, varieties breeds, etc Traditions (history, reputation) + operational objectives defined by the “legitimate user” Products food and agricultural products + handicraft (e.g. Asian countries, Chile, Brazil, Ecuador, Costa Rica Peru...-American countries...) + services (India, Brazil) �
Page 8: Konferencija o zemljopisnim oznakama u Republici Hrvatskoj -travanj_2011

“GIs”

in the world

PGI Longkou Fen Si

AOP safran de Taliouine

Littoral Norte Gaucho rice AO

Banana of Costa Rica

Apples of Sbiba

Predavač�
Bilješke uz prezentaciju�
Opportunities fraud, misleading (defensive) “nostalgic”, immigrants urban markets nutritional and health benefits with high symbolic value export for commodities: coffee, cacao, tea? in relation with strong marketing strategies (promotion and selling places) local markets with tourism linkages EU markets (direct application for registration) �
Page 9: Konferencija o zemljopisnim oznakama u Republici Hrvatskoj -travanj_2011

National National level level

(intern.)(intern.)Regulation legal and

institutional framework

GI : Public recognition and protection

•Legal framework: Assessment, Registration, Protection

•Enabling environment at local level: support to local implementation, consumer information, …

Action at Action at local local levellevel

Voluntary approach,

private sector driven

IP related to a territory/community of firms:

- Demonstration of the specific link between the product and the territory

- share a definition of the specific quality

- manage the GI system

intermediary actors andintermediary actors and institutions institutions

Joint publicJoint public--private and 2 levels actionsprivate and 2 levels actions

one originone origin--linked product = one specific code of practicelinked product = one specific code of practice

Page 10: Konferencija o zemljopisnim oznakama u Republici Hrvatskoj -travanj_2011

Lessons learnt –

Local

Not an automatic tool...Impacts depend on local resources and process; not on registration as such

Collective approach and appropriation Organization: representativeness and GI management Code of practice / participative, shared definition Market and partners identified (niche market with added value)Identification of local resources for preservation of specific quality and heritage

Major constraints: long term approach Capacities

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Page 11: Konferencija o zemljopisnim oznakama u Republici Hrvatskoj -travanj_2011

Lessons learnt –

institutional

New area that requires:

Clear and sound legal and institutional frameworkAssessment and protection as IPRPolicies to promote GI with a positive impact on rural development

Coordination systems between different sectors, levels and capacities Importance of consumer information

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Predavač�
Bilješke uz prezentaciju�
Clear and sound legal and institutional framework Clear designation of competent authority Clear definition, in accordance with international terminology... System of control Policies to promote GI with a positive impact on rural development (producers association, participative approach – small scale producers participation, traditional products preservation, capacity building, ...) Coordination systems between different sectors, levels and expertise National commission for assessment? agriculture-IP (assessment / registration) resources to recruit for expertise, assessment role of local public actors roles of universities, lab... importance of consumer information logotype for the category links with tourism �
Page 12: Konferencija o zemljopisnim oznakama u Republici Hrvatskoj -travanj_2011

What does FAO do in this What does FAO do in this domain?domain?

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Page 13: Konferencija o zemljopisnim oznakama u Republici Hrvatskoj -travanj_2011

FAO Goalsensuring a world in which all people have sufficient safe and nutritious food that meetdietray needs and food preferences

eliminating poverty, driving forward economic and social progress , enhanced rural development and sustainable livelihoods

ensuring sustainable management and utilization of natural ressources (land, water, climate, genetic resources…)

GIs

among

other

market

tools

and stanadrds

can

contribute

to attain

these goals

Recent and quick development of GIs over the world

1994:

Development of a multilateral legal framework for GIs within the WTO

national heritage: importance of promoting and protecting it

Background Background

Predavač�
Bilješke uz prezentaciju�
854 millions people undernutrition to 2040 increase world population from 6 to 9 billions up by 40 years bioenergy development 56% increase of agriculture production 1999-2030 �
Page 14: Konferencija o zemljopisnim oznakama u Republici Hrvatskoj -travanj_2011

Quality & Origin project Quality & Origin project

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www. foodquality-origin.org

Main objective: to assist Member Countries and stakeholders in developing Specific quality schemes.

Framework: project launched in 2007

development of technical cooperation projects

Specific focus on origin-linked quality

Page 15: Konferencija o zemljopisnim oznakama u Republici Hrvatskoj -travanj_2011

ActivitiesActivities

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Guidance tools and studies:regional seminars, expert meetings, networking

Regional workshop "Food Quality Linked to Origin and Traditions in Southeastern European countries“, Belgrade, December 2008

Case studies (South-eastern European: Užićka Goveća Pršuta, Serbia; Livno Cheese -Bosnia and Herzegovina; Bean of Tetovo - Tetovski Krav, FYROM)

Develop support (practical) tools, sensitization, communication

Technical cooperation projects: According to requestsCombining support to

institutional (and legal when necessary) framework (national, regional)pilot products (product, organization, value chain, market...)

Page 16: Konferencija o zemljopisnim oznakama u Republici Hrvatskoj -travanj_2011

Guide Linking People, Places and Guide Linking People, Places and ProductsProducts

FAO/SINER-GIRoad map for activating a local sustainable process in which GI can play a role for economic development and social/environmental preservation

Step by step approach

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Page 17: Konferencija o zemljopisnim oznakama u Republici Hrvatskoj -travanj_2011

List of Technical Cooperation projectsList of Technical Cooperation projects

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COUNTRY  DURATION  OBJECT 

Morocco  2008‐2010 Support to development and the implementation of a recognition system for specific 

quality signs and origin‐based labels in Morocco. 

Tunisia  2008‐2010 Support to development and implementation of a control system for origin‐based quality 

products

Tunisia  2008‐2010 Elaboration of a national strategy: “promotion of a strategy for the valorization of quality 

products”

Morocco  2008‐2011 Capacity‐building of the local stakeholders to develop mountain quality products –

Example of Saffron

Lebanon  2009  Development of a GI for the Labneh

value‐chain

Bhutan  2009‐2010 Establishment of a national strategy for promotion and preservation of specific quality 

products: the case of Yak products

Chili, Argentina, Brazil, 

Equator, Costa Rica 

2010‐2012 Regional Technical Cooperation Project on origin‐based and tradition‐based quality of 

food products

Ukraine  Jan‐Aug 2010  Assessment of GI potential and its realization in support of rural development 

Croatia  2009 – ongoing  Formulation of GI project – starting in 2011

Mali  2009‐

ongoing Supporting producers’

organization for a better exploitation of productions in the circles of 

Bandiagara

and Menaka

Guinea Bissau, Mali, 

Senegal Sierra Leone 

2009‐

ongoing Promoting origin‐linked quality products in four African countries ( in collaboration with 

Slow Food)

Thailand, Vietnam, 

Cambodia, Laos  

Formulation  Support to the implementation of GIs

Mexico 2010Assessment of specific and generic quality of Cotija

cheese for specification and food 

safety 

Turkey Formulation Preservation and promotion of traditional cheese –

Assessment for Gis

Page 18: Konferencija o zemljopisnim oznakama u Republici Hrvatskoj -travanj_2011

Presentation of the project Presentation of the project in Croatia in Croatia

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Page 19: Konferencija o zemljopisnim oznakama u Republici Hrvatskoj -travanj_2011

Background

Regional seminar for Southeastern European countries, Belgrade dec. 2008

Importance of origin-linked products for rural development, and market potentialBottlenecks: value-chain and market access, guarantees systems, lack of awareness and public-private governance

EBRD-FAO support to a pilot project in the area of GIs in Croatia in collaboration with

The public authorities: ministry of agriculture fisheries and rural development An economic partner, processing and selling a number of origin-linked products in the region, Agrokor

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Page 20: Konferencija o zemljopisnim oznakama u Republici Hrvatskoj -travanj_2011

Framework Framework

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Objectives: support development of sustainable GIs in Croatia byenhancing the capacity of public actors in supporting GI development and protection, and strengthening dialogue and cooperation with producers

enhancing marketing organization and development of GI strategies along the value chain and within the territory

Supporting qualification of GI products

Framework: project launched in January 2011, 2 years

National activities and 2 pilot cases

Team: FAO, EBRDMAFRD

AgrokorREDD association Other national and international experts

Page 21: Konferencija o zemljopisnim oznakama u Republici Hrvatskoj -travanj_2011

National capacities and raising awareness

Trainings of national commission members and all involved institutional stakeholders

Identification of origin-linked products and assessment of GI Protection and control of GIsCoordination between sectors and levels and synergies between programs

Elaboration of communication material to raise consumers and producers awareness : leaflet, promotional video

Guidelines for implementation of GI at local level “Linking People Products and Place”

National conference at the end of the project

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Page 22: Konferencija o zemljopisnim oznakama u Republici Hrvatskoj -travanj_2011

Pilot cases Baranya

kulen

“Qualification” : finalization of specification and control plan for official recognition

Building capacities of the GI association, Training on basic requirements, Study tour (Italy, Parma)

“Remuneration”: marketing and system of control Training of the GI association on marketing and plan of controlTraining Handbook for Baranya kulen production market study in European countriesparticipation in international fairpromotional leaflet

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Page 23: Konferencija o zemljopisnim oznakama u Republici Hrvatskoj -travanj_2011

Pilot cases Mandarin of Neretva

“Identification” : specific quality linked to geographical origin and mobilization

Determination of specific properties of mandarin fruit by Agrokor/University of Zagreb Training and study tour (Italy) Studies: consumer survey and assessment of production system

“Qualification”: Support to elaboration of specifications by producers in a participative approach Building capacity of GI association, training

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Page 24: Konferencija o zemljopisnim oznakama u Republici Hrvatskoj -travanj_2011

www. foodquality-origin.org

Emilie VandecandelaereFood and Agriculture Organisation of UN Service de la qualité

des aliments et des normes alimentaires (AGND)[email protected]: +39 06 570 56 210

Thank you