STiR coffee and tea magazine

STiR coffee and tea 33 TRIPS considers copyright, mark, patent, geographical indication, and other designations of authenticity that all ITO members must respect. Examples include sparkling wine from Cham- pagne (France), hams from Parma (Italy), cheese from Roquefort (France), coffee grown in Co- lombia and Blue Mountain coffee from Jamaica. There are two main systems for GI protection in the world: the sui generis system from the European Union and the Trademark system from the United States. Other countries follow one of these two systems. The American mark system has no specific laws or rules for geographical indication; thus, the trademark system protects them, whether they are certifications or collective marks. In the EU, there are two GI protections specified for food: Protected Designation of Origin (PDO), for agricultural products, food, and wine, which quality is strongly bonded to the producing region - physical characteristics (climate, soil, and relief) and human characteristics (know-how and tradition). The product must come from and be produced in that region. Protected Geographical Indication (PGI) for agricultural products, food, and wine, whose quality is related to the producing region and to the product's name, with quality, reputation, and other qualities bonded to its origin. Not all of the components of a product need to come from that region, but it must be produced there. According to WIPO, there are around 60,000 recognized GIs considering both sui generis and Trademarks. GIs entries may be accepted by other countries as long as there is an agreement be- tween them. There are 127 coffee GIs registered worldwide, with Indonesia holding (31), followed by Brazil (14) and Colombia (9), according to the Organization for an International Geographical Indications Network - ORIGIN). In developing countries that produce coffee, especially small coffee-producing families, the benefits brought by GIs are crucial to the region's sustainable growth. For customers, GIs bring genuine and unique flavors with traceable histories and single origins and experiences. In this scenario, coffee GI's success will solely depend on how the message is delivered and promoted in consuming markets, for the decision-making process depends on information about the product. Therefore, strategic and communication planning is essential in promoting GIs to the consuming markets. Protected Designation of Origin (PDO). Protected Geographical Indication (PGI).

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