The European Commission is failing to adequately promote and protect the reputation of products such as Jersey Royals and Blue Stilton, a damning report from the European Court of Auditors has claimed.
The ECA examined the design and management of the EU’s Geographical Indications scheme, which enables producers to apply for protected geographical indication (PGI) and protected designation of origin (PDO) status for their products.
It concluded that consumer recognition of the scheme was low – citing a 2008 survey of 16,718 consumers, revealing that only 8% recognised the PDO or PGI symbols.
“The means available for promotion and information about the GI scheme are unlikely to increase it,” the ECA said in its report.
The success of the GI scheme depended on its usage by producers, but measures to encourage them to apply to it were inadequate, it added: “Lengthy procedures experienced to date discourage producers from applying.”
To tackle the lack of awareness, the ECA recommended that the Commission develop a unified strategy across the EU. “It should explore more effective means of promoting the GI scheme,” it said.
The ECA also criticised the Commission for failing to give adequate guidance on the controls expected to be carried out by member states to prevent, detect and suppress the unlawful use of a protected name.
The Commission said it already had “a coherent set of different initiatives aimed at raising awareness of the GI scheme”, although it planned to redefine its promotion policy. The current regulatory system set out clear rules for member states to carry out GI checks, it said.
Moreover, the 2008 survey had been carried out prior to May 2009 when the display of a PDO or PGI became compulsory, the Commission added.
The overall wholesale value of PDO and PGI products registered under the scheme is estimated to be €15bn [London Economics].
Source
Richard Ford
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