Brussels Briefing n. 31 Geography of food: reconnecting with origin in the food system

1. Brussels Briefing n. 31 Geography of food: reconnecting with origin in the food system 15th May 2013 http://brusselsbriefings.net Successes in GIs and other forms of protection in Africa and lessons learned GetachewMengistieAlemu, Intellectual Property Consultant & Attorney

2. Role of Trademarks, Certification Marks & Geographical Indications in marketing Agricultural Products: Experience of Africa By Getachew Mengistie, Intellectual Property Consultant and Attorney Presented at The briefing meeting on geography of food: reconnecting with origin in the food system 15 May 2013, Brussels, Belgium

3. Introduction • Trade marks, Certification Marks and GI are elements of intellectual property • IP tools are commonly used by business in the developed countries and the newly ICs to: • protect IP Assets • market products and service • improve competitive position, and • maximize gain • Potential in using IP tools in Africa but little made and cases of misuse and misappropriation • Recent encouraging developments

4. Encouraging developments • Increasing awareness of IP Marketing tools • Countries/ producers have embarked on or are in the process of protecting and managing their assets. Examples include: • Moroccan Argan oil • Ethiopian fine coffee • Kenyan tea • Uganda vanilla and Sesame • Zanzibar clove

5. Encouraging developments • Ongoing initiatives include Uganda cotton, Tanzania Arabica coffee and OAPI program • Limited to two success stories in Africa • Moroccan Argan Oil • Ethiopian Fine Coffee

6. Argan oil Morrocco • Argan oil produced from the kerneles of the fruit of Argan tree • Product has reputation & good will in the international market • Challenges include misuse, consistency in quality and lack of incentive to maintain & develop AT

7. Argan oil Morrocco • Identification of qualities, product specification, organization of producers • Registration of GI • Improvement in earning, quality of the product and maintenance of the tree

8. Ethiopian Fine Coffee Trade marking & Licensing initiative • Ethiopia produces some of the finest coffee in the world but gained very little. • Inadequate return and fluctuation of price had adverse impact • Problem of misappropriation

9. Ethiopian Fine Coffee • Implemented an IP and branding strategy • Secured TM ownership of coffee designations & strengthened partnership • Change in marketing position • Improved income and living standard etc.,

10. Challenges in using IP tools • Lack of awareness of the significance of IP tools, need for protection, management & promotion • Lack of or inadequate knowledge of legal regimes by producers and relevant stakeholders • Inadequate capacity to identify distinctive characteristics of products, understand supply & value chains, develop and implement IP strategy • Lack of organization of producers, weak or non inclusive organizations

11. Challenges in using relevant IP tools • Difficulty in bringing together and unifying diverse stake holders • Lack of or inadequate resource in protecting, managing and promoting intangible assets- Cost involved in the protection, management and promotion • Lack of capacity to monitor infringement and enforce IPR • Expectations for immediate return and change

12. Conclusion • IP tools help in capturing intangible values of distinctive agricultural products or goods derived from agricultural products and enhance the income of farmers and countries • Huge potential in Africa • Need to: • Create awareness • Build capacity in identifying intangible assets, protecting, managing, promoting t IP assets etc , • Ensure ownership of initiatives by key stakeholders • Have initial support from government and development partners

13. Thank you very much for your attention!! getachewal@gmail.com