Geographical Indications: outlook on the European and Thai systems and overview of EU gatekeepers perceptions towards GI fruit and coffee products proceeding from Thailand

In 1992, at the urging of most active producer associations, the European Union adopted a comprehensive and efficient regulatory system for Geographical Indications (GIs) to protect superior local origin products and cultural identity in Europe. In contrast, GIs development in Thailand started under the WTO‘s TRIPs Agreement, to establish certain mechanisms for value enhancement and to protect products with a good reputation. This was done as a response to consumer demand and in an effort to position export products in a lucrative global market. Since the EU is one of the biggest markets for GIs products, Thailand, through the DIP (Department of Intellectual Property, Ministry of Commerce), is now attempting to further extend Thai GIs‘ protection and value by applying for product registration according to EC Reg. 510/2006. Due to the underdeveloped international legal framework, there is no universally accepted definition for ―Geographical Indications‖ and significant differences still exist between EU and Thai regulatory systems. It is important for both the EU and Thailand to understand these differences in order to overcome them and foster mutually beneficial trade opportunities for food and agricultural products There is an enormous lack of knowledge among EU gatekeepers and consumers towards foreign GIs entering the EU market, which leads to questions such as: might GIs be an advantage for countries outside the EU, like Thailand, in their effort to get listed by EU gatekeepers? Might GIs certification be an important factor which consumers take into consideration when purchasing fruit and coffee products? By conducting extensive research on European gatekeepers, the present study provides partially encouraging results and underlines the importance of information and promotion activities addressed to both European gatekeepers and consumers. Although this study focuses mainly on the marketing aspects of geographical indications and EU-Thai trade opportunities, it is important to remember that GIs are not exclusively trade or legal tools used to protect products or penetrate markets. In many countries GIs represent a potential for developing rural areas.