China and Turkey challenge European leadership in the PDO economy

Everyone in Turkey is crazy about PDOs. Not the Italian or European ones, but for Turkish products with denomination of origin. Ankara, in fact, is pursuing an aggressive strategy to enhance its agri-food and artisan heritage through the European system of geographical indications, aiming decisively at internationalisation and the EU market in particular.

The European register of PDO and PGI products is in fact also open to non-EU registrations. Indeed, the very opening to non-EU countries was a specific request of the WTO in 2006 to stop the accusations made against the EU system of being an obstacle to competition. When the register was opened to all products from any country, the arguments of those who contested it were somewhat weakened. The criticism has not disappeared as evidenced by the objections that are still being levelled at the register, primarily by the US, however, the strengthening of the system in non-EU countries through the new registration applications is an important new element.

The first non-EU country in terms of PDO and PGI registrations is China, which today boasts 110 designations (99 food, 7 wine and 4 spirits), including tout court registrations and trademarks protected under bilateral agreements. In second place among countries determined to embrace the European PDO and PGI system is Turkey, which among other things has started a strong acceleration of the process in recent months. Suffice it to say that out of 90 registration applications from 17 countries currently being examined in Brussels, a good 69 come from Turkey, i.e. more than three out of four. In the front row is the 'Giresun Tombul Fındığı Pdo', or 'Turkish Hazelnut PDO'.

Giving the news is the Fondazione Qualivita that has been monitoring (together with Ismea) the world of the PDO economy for over two decades. "In 2023," the Qualivita Foundation explains, "the Turkish Minister of Industry and Technology, Mustafa Varank, has launched a real 'international mobilisation for GIs', declaring Ankara's intention to reach 100 Turkish Geographical Indications recognised in the EU. "Turkey is a key partner for the EU in the field of GIs," said the Head of the Geographical Indications Department of the EU Commission, João Onofre. Turkey's active role in this process is gratifying. I believe that the ongoing contacts will be fruitful for both sides'.

The growth of interest also in other areas of the world towards the geographical indications system lies in its demonstrated ability, in over thirty years of existence, to succeed in creating value and distributing it in the territories of origin also acting as a driving force for tourism. Aspects that are now proselytising at latitudes other than Europe and that in perspective can strengthen the entire system from the attacks of countries, first and foremost the US, which still contest it. 'It is clear that Turkey,' added the director of the Qualivita Foundation, Mauro Rosati, 'is trying to get closer to Europe through a solid positioning in the market for quality products, exploiting its geographical proximity and potential linked to tourism. With the declared goal of reaching one hundred Geographical Indications recognised by the EU, Ankara aims to reach the levels of China, but with a competitive advantage: a greater cultural affinity and more favourable logistics for access to the European market. On the one hand, this process represents an opportunity to strengthen the GI system on an international scale; on the other, it poses a crucial question: how to guarantee effective controls in third countries that market products with European quality labels'.