How do geographical indications protect the quality of products and why do they matter more than ever this year?

Geographical indications are not just a bureaucratic term – they safeguard the unique qualities and reputations of specialty foods, wines, and spirits that stem from their distinct geographic origins. These appellations have become synonymous with credibility and originality, whether it is mountain cheese or traditional wine regions. This year brings important regulatory changes across the EU focused on promoting environmentally-friendly practices and supporting online commerce. Are you curious about how geographical indications can bolster your brand and help consumers better identify quality products? Read on!

What do geographical indications protect?

Geographical indications (GIs) are designations used to identify products with a specific geographical origin and unique qualities or reputation stemming from that origin. The geographical indication protects the name of a product. If a product does not originate from the designated region or is not produced according to the established procedures, it cannot use the protected name. The value of these products lies not just in their geographic origin, but also in the respect shown for their traditional recipes.

Geographical indications are legally protected from any direct or indirect use on products that are not entitled to them. A typical example is feta, which term can only be used to describe cheese that is produced in Greece using a specific traditional method. The use of names like ‘feta-type cheese’, as well as any resemblance or imitation – including the use of terms such as ‘type’ or ‘in the manner of’ – are considered a breach of the rules and are not permitted. 

Types of geographical indications and traditional specialities guaranteed

Under EU laws,[1] geographical indications are classified into two primary categories: protected designations of origin (PDOs) and protected geographical indications (PGIs). In addition, the 'traditional speciality guaranteed' designation protects products made according to traditional recipes. These types of protection guarantee the origin, quality, and uniqueness of the products, whether through the specific raw materials used or the production methods employed.

What are the key differences between the two? 

Protected designations of origin (PDOs) 

Protected designations of origin emphasize the strong connection between a product and its geographic origin, resulting in the most stringent requirements. The quality and unique characteristics of the products must stem from the natural or human influences present in the geographical region. All production, processing, and product preparation steps must occur within a designated region. For example, the name of Halloumi cheese, a traditional cheese from Cyprus, is protected under this system. 

Protected geographical indications (PGI)

Protected geographical indications offer an additional form of legal protection. The requirements for linking a product to its place of origin are somewhat less strict in this case. For this reason, PGIs are used to designate a wide variety of products, including traditional items such as Kraški pršut and Gouda Holland. Yet, the product’s quality, reputation, and other defining characteristics must be substantially attributable to its geographical origin. To qualify as a regional food product, at least one step of processing or production must occur within the region. Similarly, for a wine to be considered regional, a minimum of 85% of the grapes must originate from the local area. 

Traditional Speciality Guaranteed

The traditional speciality guaranteed (TSG) quality scheme safeguards the traditional production methods and ingredient compositions of certain products. To be designated as a traditional speciality guaranteed, a product must have been produced using traditional methods for a minimum of 30 years. Popular foods such as Pizza Napoletana and Prague ham are protected under this regulatory framework. 

Unlike a geographical indication, a traditional speciality guaranteed does not require a connection to a specific place of production. However, it is still important to be aware of labelling rules regarding a food product’s stated place of origin. If the product does not actually come from the location implied by its name, the labelling could be misleading for consumers. 

New developments: Stricter rules for online sales and a focus on sustainability

The amendment to EU legislation adopted this year has tightened regulations on the use of protected names in online context. Any information related to the advertising, promotion and sale of products available online in the EU that contravenes the protection of geographical indications is considered illegal content. 

The manufacturing process may now also include a requirement for sustainable production. If a producer group agrees, they can redefine the geographical indication to restrict its use only to more environmentally-friendly products. This initiative bolsters the growing trend of more sustainable and eco-friendly production practices across the EU.

What do gis bring to businesses and consumers?

The aim of GIs is to safeguard traditional products from counterfeits and assure consumers of the origin and quality of the goods. Despite being intellectual property rights, a registered designation can be used by any producer, processor, or preparer of products that match the defined quality or characteristics within the specified territory. 

GIs are typically applied for by a collective of producers who must unanimously agree on the exact production specifications for a given product. The purpose is not to protect a specific brand, but rather to safeguard the tradition and quality of the product itself. A protected designation can provide businesses with a significant marketing advantage by attracting customers seeking authentic, traditional, and high-quality products.