The biggest news of the week in the EU agrifood bubble is the launch of a new approach when it comes to the way geographical indications (GIs) are protected.
GIs are designed to protect the names of specific products to promote their unique characteristics, linked to their geographical origin as well as to the know-how embedded in the region.
In a nutshell, it is thanks to GIs that only the dry-cured meat produced in the hills around Parma can legitimately bear the name of Prosciutto di Parma.
And it is also the reason why you can make champagne only if you use grapes grown in the homonymous French region.
The Commission's new attempt to strengthen, modernise,
streamline and better enforce GIs for agri-food products is part of a broader
intellectual property (IP) action plan, supposed to support the EU's recovery
and resilience. (...)