Role of IP in marketing Agricultural products - experience of Africa

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Presentation hold by Getachew Mengistie Alemu, Intellectual Property Consultant & Attorney from Ethiopia, at the Brussels Briefing ‘Geography of food: reconnecting with origin in the food system’, organized by CTA on 15th May 2013.
More on: http://brusselsbriefings.net/

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Role of IP in marketing Agricultural products - experience of Africa

  1. 1. Brussels Briefing n. 31Geography of food: reconnecting with origin in thefood system15th May 2013http://brusselsbriefings.netSuccesses in GIs and other forms ofprotection in Africa and lessons learnedGetachew Mengistie Alemu, IntellectualProperty Consultant & Attorney
  2. 2. ROLE OF TRADEMARKS, CERTIFICATION MARKS& GEOGRAPHICAL INDICATIONS IN MARKETINGAGRICULTURAL PRODUCTS: EXPERIENCE OFAFRICAByGetachew Mengistie, Intellectual Property Consultant andAttorneyPresented atThe briefing meeting on geography of food: reconnecting withorigin in the food system15 May 2013, Brussels, Belgium
  3. 3. INTRODUCTION Trade marks, Certification Marks and GI are elementsof intellectual property IP tools are commonly used by business in thedeveloped 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 madeand cases of misuse and misappropriation Recent encouraging developments
  4. 4. ENCOURAGING DEVELOPMENTS Increasing awareness of IP Marketing tools Countries/ producers have embarked on or arein the process of protecting and managing theirassets. Examples include: Moroccan Argan oil Ethiopian fine coffee Kenyan tea Uganda vanilla and Sesame Zanzibar clove
  5. 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. 6. ARGAN OIL MORROCCO Argan oil produced fromthe kerneles of the fruit ofArgan tree Product has reputation &good will in theinternational market Challenges includemisuse, consistency inquality and lack ofincentive to maintain &develop AT
  7. 7. ARGAN OIL MORROCCO Identification ofqualities, productspecification,organization ofproducers Registration of GI Improvement inearning, quality of theproduct andmaintenance of the tree
  8. 8. ETHIOPIAN FINE COFFEE TRADE MARKING &LICENSING INITIATIVE Ethiopia producessome of the finestcoffee in the world butgained very little. Inadequate return andfluctuation of price hadadverse impact Problem ofmisappropriation
  9. 9. ETHIOPIAN FINE COFFEE Implemented an IP andbranding strategy Secured TM ownershipof coffee designations& strengthenedpartnership Change in marketingposition Improved income andliving standard etc.,
  10. 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 legalregimes by producers and relevant stakeholders Inadequate capacity to identify distinctivecharacteristics of products, understand supply &value chains, develop and implement IP strategy Lack of organization of producers, weak or noninclusive organizations
  11. 11. CHALLENGES IN USING RELEVANT IP TOOLS Difficulty in bringing together and unifyingdiverse stake holders Lack of or inadequate resource in protecting,managing and promoting intangible assets- Costinvolved in the protection, management andpromotion Lack of capacity to monitor infringement andenforce IPR Expectations for immediate return and change
  12. 12. CONCLUSION IP tools help in capturing intangible values ofdistinctive agricultural products or goods derivedfrom agricultural products and enhance the income offarmers 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. 13. Thank you very muchfor your attention!!getachewal@gmail.com

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