Caribbean Export OUTLOOK 2016 - 2017

Clearing the Hurdles

Using a Strategic approach for advantage To take advantage of the IP system including the use of GIs, regional agricultural producers must first understand that there is no one approach that fits all as it relates to promoting agricultural products. Rather, amix of IP tools can be deployed to seek maximum advantage on the market. Having GI legislation in place at the national level increases the choice of IP tools that are available to be used for the protection of OLPs. Not all regional countries have national GI legislation and producers will therefore have to rely on other systems such as a trademark, collective or certification mark, which can be paired with a GI to enhance product visibility and to influence consumer choice. Both legal instruments may be complementary and can be used simultaneously. Countries within the Region with National GI Legislation Barbados Dominican Republic Jamaica Saint Lucia Trinidad and Tobago

Having a GI designation for a product does not limit the ability of individual producers within the geographical space fromdifferentiating their brands by using their own trademarks, or from using other labels such as Certified Organic or Fair Trade as strategic tools to obtain a higher price than their competitors on the market. Ethiopian Coffee producers employ a number of IP-related strategies to promote their brands on the market. For example, producers of the Ethiopian Yirgacheffe brand of coffee utilise the GI ‘Ethiopian Fine Coffee’, as well as both Fair Trade and USDA Organic Certification in their business model to build brand equity, expand market share and ultimately obtain a price premium for their product.

It must be stressed that, for an OLP to compete successfully in the market and derive maximum benefit for agricultural producers, attentionmust be placed on several areas, including: production and product quality; the attributes of the product(s); the uniqueness of the region of origin; the choice of IP protection and management system used; and the enforcement of the IPRs associatedwith the OLP. These factors combined, help to build brand value in the market and improve competitiveness and, ultimately, enhance the income of producers along the value chain.

Dr. Wendy Hollingsworth is a Consultant in Science, Technology, Innovation and Intellectual Property Asset Management. She also lectures at the University of the West Indies, Cave Hill Campus. Excellence is our only Standard!

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