European agreement on foodstuff labeling a recipe for success

The Council of the European Union has recently adopted resolutions with the signing of an agreement between the EU and China on geographical indications, raising prospects for bilateral trade and economic cooperation, experts said.

This is the first significant bilateral trade agreement signed between the two, according to the council.

It will ensure that 100 EU agrifood GIs such as Mozzarella di Bufala Campana cheese, Languedoc wine, Polish vodka and Kalamata olives get protection on the Chinese market.

At the same time, 100 Chinese products from 27 provinces, autonomous regions and municipalities will be protected in the EU. They include rice, vegetables, fruits, tea and spices.

Four years after its entry came into force, the scope of the agreement will expand to cover an additional 175 GI names from both sides, according to the EU Delegation to China.

A GI is a distinctive sign used on products that have a specific geographic origin and possess qualities or a reputation that are due to that origin.

The EU-China agreement will offer protection of the products’ intellectual property rights: it will safeguard against translation, transcription or transliteration, and against the use of the protected GIs accompanied by expressions such as “kind”, “type”, “style”, “imitation” or the like in respect of a non-originating product, a statement from the delegation said.

“It is a crucial opportunity to enhance Chinese agricultural products’ internationalization and increase their profile,” Fu Tianlong, chairman of tea maker Chunlun Group headquartered in Fuzhou, Fujian province, told People’s Daily.

Jasmine tea from Fuzhou is popular in the European market, with France, Britain and Germany among its regular export destinations.

“The EU’s recognition of Fuzhou Jasmine Tea as a GI will give us easier access to the European market, where the quality of Chinese tea will be more trusted and the brands will stand out,” Fu said. “So we are more confident and resolute in the internationalization of our agricultural products.”

Eric de Spoelberch, an official with the International Taste & Quality Institute, told People’s Daily that Chinese products have enormous potential in the European market, as European consumers are showing interest in them.

He said he believes the ChinaEU agreement will enable European

The EU’s recognition of Fuzhou Jasmine Tea as a GI will give us easier access to the European market, where the quality of Chinese tea will be more trusted and the brands will stand out.” Fu Tianlong, chairman of Chunlun Group

consumers to have a better understanding of imports from China.

Recent years saw a rise in agricultural trade between China and Europe. China is the second-largest export destination for agricultural products from the EU and also serves as a major source of imported agricultural products to the region.

Data from the EU Council show that the region exported agricultural products worth 15.3 billion euros ($18.25 billion) to China in 2019, an increase of 37.9 percent from a year earlier.

Meanwhile, its import of agricultural products from China amounted to nearly 6.15 billion euros, up 7.3 percent.

“China is a high-growth potential market for European food and drink. This agreement will therefore benefit European producers and should be a boost to rural areas where these products are made,” said the EU Council.

Ye Bin, an expert on European law at the Institute of European Studies of the Chinese Academy of Social Sciences, told People’s Daily that GI-marked wines, brandies and dairy products from Europe have captured the hearts of Chinese consumers.

The agreement will increase their competitiveness in the Chinese market and help Chinese consumers distinguish authentic European products from others, Ye noted.

“The move demonstrates China’s resolution toward advancing an open world economy,” he said. With more bilateral cooperation in trade and economics, China and the EU can provide high-quality IP protection to each other. This will, in turn, promote their trade and send a positive message for global multilateral cooperation, he added.

China had approved 2,385 GIs by the end of June, according to data from the National Intellectual Property Administration.