Event Report: WIPO Standing Committee on the Law of Trademarks, Industrial Designs and Geographical Indications (SCT) - Information Session on Geographical Indications: The Value of Geographical Indications Around the World

On 24 March 2025 Dr. Charlene Musiza moderated the Information Session on GI held along the sidelines of the 48th Session of the SCT. The session featured case studies from experts in Latin America, US and EU, who highlighted the economic, social, and cultural significance of GI. 

Ms. Laura Miguel Baumann from the European Crafts Alliance underscored the value of GI in safeguarding European craft traditions such as Ireland's Donegal Tweed, Germany’s Ore Mountain Woodcraft, Spain’s Ceràmica de La Bisbal, France’s Grenat De Perpignan, and Portugal’s Figurado de Barcelos. She emphasised the importance of protecting GI to combat counterfeit goods, preserve cultural heritage, and promote sustainability. She highlighted the crucial role of stakeholder engagement and recommended continued political support, effective industry collaboration, and enhanced communication across stakeholders to maximise the potential of craft GI. 

Ms. Catherine de Ronde from Agri-Mark Inc. shared the Agri-Mark case study, highlighting Vermont’s Cabot dairy products. This dairy cooperative, representing over 400 farm families, generates $1 billion in revenue annually. She indicated how this demonstrated the significance of branding to boost economic value. The Agri-Mark experience demonstrated that strategic branding, sustainability certification, and targeted marketing are pivotal for enhancing product visibility, consumer trust, and market expansion. 

Mr. Jorge Chávarro discussed the economic and social impacts of GI in Colombia, Mexico, and Peru. His study indicated substantial economic benefits in regions where GI had been effectively implemented. He highlighted the example of Mexican GI – Tequila and Mezcal – noting the significantly improved incomes and international market positioning. He shared GI from Peru and Colombia – Pisco, Villa Rica Coffee, and Colombian Coffee – which had led to improvements in the quality of life, product visibility, cultural pride, and technological adoption among producers. 

The presentations also highlighted the challenges around GI. Mr. Chávarro pointed out the limited awareness among producers about the value of GI, political, economic, social, technological, and legal barriers affecting the broader implementation of GI in Latin America. He recommended efforts to increase education and awareness campaigns, implement effective marketing strategies, emphasise authenticity and cultural heritage and develop supportive public policies and robust regulatory councils. 

The information session brought diverse experiences that suggest that GI not only bolster economic prosperity and market differentiation but also play a crucial role in preserving cultural traditions, promoting sustainability, and enhancing social welfare.