STiR coffee and tea magazine

STiR coffee and tea 31 C offee has great stories to tell, reinforces long-term traditions, and contributes to sustainable communities. Its rich aromas, unique flavors, and proven health benefits link those who produce green coffee with appreciative consumers worldwide, making it ideally suited to protect vulnerable lands. Geographical Indications (GI), according to the World Intellectual Property Orga- nization (WIPO), date to the Paris Convention of 1883. Delegates identified "indica- tions of source" and "appellations of origin" as key attributes of agricultural property and produce. A region's physical characteristics (climate, soil, relief) and human skills (processing know-how or cultural savoir-faire) precisely define products. Combining both provides an added value to the product's economic competitiveness and advantages that in- crease income and social welfare. In addition, indicators preserve traditional manufac- turing skills and establish an added layer of certification of intellectual property rights. Marketers cite geographical indicators to authenticate and amplify the stewardship of small/medium-sized producers (SMEs) and elevate products possessing a given quality and prominence. Labels attesting to authentic "products of origin" have existed for 150 years but re- main a novelty in the coffee value chain worldwide. GIs are important tools to protect the reputation of the producing region and add value. In the same way, they promote sustainable development of this very territory and its community, whether in econom- ic, social, or environmental matters. Consumers purchase GI products with the assurance of quality, traceability, and history. In addition to that, they also help promote new connections and new experi- ences and help practically produce regions and their communities. Geographical Indications: Protecting Coffee Heritage, Quality, and Sustainability The sun sets over majestic coffee fields in Brazil. Photo by Renata Silva. By Mariana Proença and Renata Silva Coffee is a vector of social, economic, and environmental transformation worth preserving. Fourteen of Brazil's 34 coffee producing regions have received the Geographical Indication mark attesting to their unique taste produced in harmony with nature and adding value to Brazilian coffee. Part 1 of 2

• Cover