The Geography and Property Rights of Food: Geographic Indications and their use in Brands Geographic Indications Chinese Agricultural Brand Conference January 12-16, 2011 Dr. Michael Boland Professor of Agribusiness E. Fred Koller endowed chair in agribusiness management Department of Applied Economics University of Minnesota boland@umn.edu World Trade Organization is considering allowing countries to adopt geographic indications as a way to protect property rights Food brands will develop as wine has done for cheese, sausage, and other products. 世界贸易组织正在考虑允许国家采用地理标示, 作为一个保护产权的办法 食物品牌也会像葡萄酒, 奶酪, 香肠, 及其它产品一样, 有所发展 Geographic Indications Geographic Indications Serve as a marketing tool to add economic value to products Convey a cultural identity using Region of origin Recognizing the unique specific human capital skills that go into creating the product Unique identity for the products 当作市场推销的一种工具以增加产品的经济价值 - 用下述方式表达一种文化特性 原产地 认识到产品制造过程中所使用的独特的, 具体的人力资本的技能 产品的独特性 Adds value (price premiums) A GI can be a geographic place name (e.g., "Napa Valley") but it may also be a symbol (e.g., a picture of the Eiffel Tower, the Statue of Liberty, an orange tree), or the outline of a geographic area (e.g., the outline of the state of Florida or a map of the Dominican Republic), or a color, or anything else capable of identifying the source of a good or service. 增添价值 ( 溢价 ) 地理标示可以是一个地理上的地名 ( 比如, 纳帕谷 ), 但也可以是一个象征符号 ( 比如一张艾菲尔铁塔, 自由女神像, 一棵桔子树的图片 ), 或者一个地理地区的轮廓 ( 比如佛罗里达州的轮廓或者一张多米尼加共和国的地图 ), 或者一种颜色, 或者任何能鉴别一个商品或一项服务的来源的东西
Differences between Countries Examples in the US US Certification mark Protects products and manufacturers within a specific region in the US Can be owned by a specific company or individual EU Geographic indications Protects products and manufacturers within a specific region in the EU Can be owned by everyone in the supply chain 美国 - 认证标志 - 保护美国某个特定地区内的产品和生产厂家 - 可以由一个特定的公司或个人所拥有 欧洲联盟 - 地理标示 - 保护欧盟某个特定地区内的产品和生产厂家 - 可以由供应链中的任何人所拥有 Wisconsin Real Cheese Cheese in state of Wisconsin 100% Kona coffee Coffee grown in Hawaii Vidalia onions Onions grown in Georgia Alaska salmon Florida orange juice Many other examples 威斯康星纯正奶酪 - 威斯康星州产的奶酪 100% 可那咖啡 - 在夏威夷种植的咖啡 维达利亚洋葱 - 在左治亚种植的洋葱 阿拉斯加鲑鱼 佛罗里达橙汁 很多其他的例子 Examples in the EU Examples of Foreign Trademarks protected in the US Wines Beaujolais Bordeaux Burgundy Cheeses Asiago cheese Feta cheese Mozzarella cheese Romano cheese Third party inspection 葡萄酒 - 博若莱红葡萄酒 - 波尔多红葡萄酒 - 勃艮第葡萄酒 奶酪 - 爱亚格奶酪 - 飞达奶酪 - 马苏里拉奶酪 - 罗曼诺奶酪 第三方认证制度 BRUNELLO DI MONTALCINO (U.S. Reg. No. 1,860,163) - Italy COGNAC (Common-law, unregistered geographical indication certification) - France LIEBFRAUMILCH (U.S. Reg. No. 1,008,251) - Germany MOSEL (U.S. Reg. No. 1,008,252) - Germany VINO NOBILE DI MONTEPULCIAN O (U.S. Reg. No. 2,251,165) - Italy DARJEELING (U.S. Reg. No. 2,685,923) - India JAMAICA BLUE MOUNTAIN COFFE E (U.S. Reg. No. 1,414,598) - Jamaica 蒙塔奇诺的布鲁奈罗葡萄酒 ( 美国法规编号 1,860,163)- 意大利 干邑白兰地 ( 普通法, 未注册的地理标示认证 )- 法国 圣母之乳白葡萄酒 ( 美国法规编号 1,008,251)- 德国 摩泽尔葡萄酒 ( 美国法规编号 1,008,252)- 德国 蒙塔奇诺贵族葡萄酒 ( 美国法规编号 2,251,165)- 意大利 大吉岭红茶 ( 美国法规编号 2,685,923)- 印度 牙买加蓝山咖啡 ( 美国法规编号 1,414,598)- 牙买加
Changes under WTO Opportunities for Countries Korbel California Champagne is now Korbel California Sparking Wine Mediterra Danish Feta cheese produced in Wisconsin is now generic Wisconsin cheese Mexican Food must use authentic Mexican ingredients Guacamole must have avocado Could Chinese Food be marketed similarly? 加利福尼亚州科贝尔香槟酒现为加利福尼亚州科贝尔汽泡葡萄酒 威斯康星州产的丹麦梅迪泰拉飞达奶酪现为威斯康星普通奶酪 墨西哥食品必须使用真正的墨西哥原料 - 鳄梨色拉酱必须含有鳄梨 中国食品在市场销售时是否可以采取类似的做法? Unique ecosystems can help create property rights for a country For example, Uruguay is seeking to market all its beef as natural because it is all grass-fed 独特的生态系统能有助于给一个国家创造产权 比如, 乌拉圭正努力争取在市场上以 天然 一词来推销其所产的所有牛肉, 因为所有的牛都是用草料来喂养的 Opportunities for Countries Creating Economic Value The entire supply chain must be involved under EU regulations Need groups of producers to work together with others in the supply chain Property rights are owned by all Natural opportunity for co-ops 整个供应链都必须包括在欧盟的规章管理之下 需要成组的生产商与供应链中的其他人一起合作 - 产权由大家共同拥有 自然地为合作型项目创造机会 Price premia exist for many products Label Rouge Poultry (France) Wagyu beef (Japan) Chilled lamb (New Zealand) Parma ham (Italy) Toscano olive oil (Italy) Comte cheese (France) Tea (South Africa) 溢价存在于很多产品中 - 红标签家禽 ( 法国 ) - 和牛肉 ( 日本 ) - 冰鲜羊肉 ( 新西兰 ) - 帕尔玛火腿 ( 意大利 ) - 托斯卡诺橄榄油 ( 意大利 ) - 孔德奶酪 ( 法国 ) - 茶 ( 南非 )
Product Differentiation Global Top 100 Brands with a Food Focus Product or process must be clearly different In US, certificates are much more broad In EU, geographic indications are much more focused Producers are good at producing food; not good at marketing food 产品或者生产过程必须有明显的不同之处 - 在美国, 证明文件较更概括 - 在欧盟, 地理标示更为具体明确 生产者擅长生产食物, 但不擅长食物的市场推销 Restaurants Beverages Alcohol Consumer Foods Asian Businesses on Top 100 Food Brands Japan Toyota, Honda, Canon, Sony, Panasonic, Nintendo South Korea Samsung, Hyundai No food brands 日本 - 丰田, 本田, 佳能, 索尼, 松下, 任天堂 韩国 - 三星, 现代 没有食物品牌 Many were developed by familycontrolled businesses Used to denote quality of ingredients and safety In US and EU, laws were created to allow groups of producers to own agricultural brands. Many of these brands are very old and have stood the test of time with good reputations. My graduate students and I have studied more than 80 such brands and written case studies on them. 23 different countries (we have not studied any in China yet!) 很多是由家族掌管的公司开发出来的 - 用以标明原料的质量和安全性 美国和欧盟制定了法律以允许成组的生产商拥有农产品品牌 - 其中很多的品牌是很悠久的, 并且经过了时间的考验, 享有很高的声誉 - 我跟我的研究生对其中 80 多个品牌进行过研究, 并针对它们撰写了案例分析 23 个不同的国家 ( 尚未在中国对任何品牌进行过研究!)
What producer-owned businesses have we studied? Farmers Cooperative Grain Example of a Geographic Indication Productores Unidos Cooperativa Agraria Ltda. (Uruguay) Midway Co op Each year my graduate students study a geographic indication in the world Two graduate students have done thesis research in the EU on this topic. 每年我的研究生都对世界上的一个地理标示进行研究 两名研究生已经就此专题在欧盟进行了论文研究 Mortadella Bologna Mortadella Bologna This sausage begins its life with finely ground pork mixed with a high quality fat and a blend of salt, white pepper, peppercorns, coriander, anise, pieces of pistachio and wine. The mixture is stuffed into a beef or pork casing and cooked according to weight. 香肠的生命起始于绞得很细的猪肉, 再掺入精质脂肪以及含有盐 白胡椒 胡椒子 香菜 茴芹 开心果碎片和葡萄酒的混合物 这些混合在一起的原料被装入用牛肉或猪肉做成的套管, 再按照重量进行烹制 The original recipe was published in 1661 by a Cardinal named Farnese. The recipe detailed the discipline of production required to obtain an original Mortadella Bologna Geographical region: Emilia Romagna, Piedmont, Lombardy, Veneto, Tuscany, the Marches, Latium and the province of Trento 原制作方法是在 1661 年由一个叫法尔奈斯的红衣主教写出来的 这份制作方法详细地描述了制作纯正的摩特台拉大红肠时对生产工序必须进行的严格的管理控制 地理地区 : 艾米利亚 - 罗马涅, 皮埃蒙特, 伦巴第, 威尼托, 托斯卡纳, 马尔克, 拉西姆和特兰托省
Veneto Emilia Romagna Piedmont Lombardi http://www.mortadellabologna.com/ Marche Tuscany Parmiggiano-Regiano Parmiggiano-Regiano in numbers It is a hard, granular cheese, cooked but not pressed, named after the producing areas of Parma and Reggio Emilia, in Emilia Romagna. The cheese is not pasteurized, and with hard texture, commonly used as grated cheese. Historical evidence shows that already in 1200 1300 Parmigiano- Reggiano cheese had reached its perfect typicality that has remained unchanged until the present day. 一种比较坚硬, 有微小颗粒质地的乳酪 经过加热烹调, 但没经过加压处理 其名称源于出产地区的地名 - 位于艾米利亚罗马涅的帕尔玛和雷焦艾米利亚 这种乳酪没有经过巴氏杀菌处理, 质地比较坚硬, 食用时通常要被研磨搓碎 有历史证据表明, 早在 1200-1300 帕尔米吉阿诺雷焦安诺乳酪就已经具有了其完美的典型特征 时至今日依然保持不变 12 months of minimum aging 16 litres to make 1kg (4 gallons = 2 pounds ) 20-24 average ageing of the wheels (in months) 38 kg. avg. weight of a wheel (around 84 lbs) 600 litres to make one wheel (158 gallons) 4.750 producers of milk 492 number of dairies 3.136.191 number of wheels produced in 2005 251.000 cows 0 additives 为期至少 12 个月的时效处理 16 升制造 1 公斤 (4 加仑 =2 磅 ) 每盘平均 20-24 个月的时效处理 每盘平均重量为 38 公斤 ( 约合 84 磅 ) 600 升制造一盘 (158 加仑 ) 4750 名牛奶生产者 492 个乳牛及制酪场 2005 年生产了三百一十三万六千一百九十一盘 25 万 1 千只奶牛 无添加剂
Parmiggiano-Reggiano Why a Worldwide trademark? (source:uspto) Geographical Region http://www.parmigiano-reggiano.it/ GI: Indications that identify a good as originating in the territory of a WTO Member where a given quality, reputation or other characteristic of the good is essentially attributable to its geographical origin. Function of trademarks: source-identifiers quality guarantees business interests Where the product was born The way it is made Culture and traditions of the place of origin Brand recognition 地理标示 : 可以 鉴定一个产品来源于世界贸易组织某成员国的所属地区 在该地区内, 这种产品所具有的特定的品质 声誉 以其他特性, 都可以从根本上归结到其地理源头 注册商标的作用来源的鉴别标志质量的保证商业利益产品在什么地方制造的产品制作的方式原产地的文化和传统对品牌的公认 Summary Need clear product differentiation Small countries or regions may have advantages Easier to control their boundaries Need to create clear property rights 需要极为清楚地区分产品 较小的国家或地区可能具有优势 - 比较容易控制其界限 需要建立清晰明了的产权