Europe is a captivating blend of art, history, culture, and natural beauty. From the architectural wonders of Paris and Vienna to the tranquil beauty of Scandinavia’s landscapes, every experience for visitors and locals is deeply enriched by the unique offerings of each region. Beyond iconic landmarks and scenery, Europe boasts an array of authentic food, spirits and wine, many of which are labelled by geographical indications (GIs). Serving as a certification of quality and origin, GIs provide a deeper understanding of the European experience. Whether savouring Camembert de Normandie in the French countryside or indulging in Lübecker Marzipan in Germany, GIs add an extra layer of authenticity to your journey, making it unforgettable for you and your senses.
As we delve into this topic, we’ll explore how this intricate system of GIs is not only shaping European markets but also holds transformative potential for Asian economies, including in Malaysia where we have protected many of our own products as GIs within our country, such as the Sarawak Pepper.
GIs and Their Potential in Malaysia
Malaysia’s Sarawak Pepper is cultivated in the fertile, volcanic soils of the mountainous terrains of Borneo Island, specifically in the Malaysian state of Sarawak. This unique environment endows the pepper with a special quality; it registers modestly on the spicy scale but offers a complex profile – a balanced blend of slightly sweet, spicy flavours tinged with a peppery roughness that lingers on the palate. It enriches a wide array of dishes – from intricate dessert recipes to flavourful barbecue rubs. The growing process itself is an art as the vines take many months to mature enough for the first harvest, and the task is typically meticulous and labour-intensive usually carried out by hand on small farms.
As Malaysia celebrates the potential of its own GIs like the Sarawak Pepper, it’s worth noting the well-established European GIs that are protected in Malaysia, such as Italy’s Parmigiano Reggiano. This iconic cheese hails from select provinces of Italy, namely Parma, Reggio Emilia, Modena, Bologna, and Mantua, where artisans adhere to highly regulated, traditional methods. Its rich, nutty flavour and distinctive granular texture are the results of a laborious ageing process that takes at least 12 months, sometimes extending up to 36 months for a more intense flavour profile. Parmigiano Reggiano serves multiple culinary roles, finding its way onto pasta dishes, salads, soups, and risottos worldwide. The cheese originates from family-owned dairies that often possess a long lineage of cheese-making craftsmanship. In Malaysia, Parmigiano Reggiano is often enjoyed as a premium import in high-end cheese shops and delicatessens, often finding its way into both traditional and contemporary local dishes.
The GI status of Parmigiano Reggiano doesn’t only certify its top quality; it also benefits its region of origin in Italy through tourism. Visitors to these provinces can engage in cheese-tasting tours, attend workshops, and witness firsthand the traditional techniques used in the cheese-making process. These tourism activities significantly contribute to the local economy and fortify the region’s identity.
Both Sarawak Pepper and Parmigiano Reggiano exemplify the time-honoured traditions living on in foods with GI status. Currently, no GIs from Malaysia are registered in the EU, making Malaysia’s list of homeland-protected GIs potential pioneers for Malaysian-European trade in GI-recognised goods. Both nations stand to gain significantly, not just economically but also in the enrichment and preservation of their respective cultural heritages.
The Significance of GIs Beyond the Plate
GIs not only help preserve diverse culture, heritage and history, but these labels also carry an economic weight. In the EU, the GI sector is worth EUR 77 billion and contributes to 15% of the EU’s total food and drink exports. In rural areas, GIs offer a lifeline as they create sustainable economies by driving demand for locally produced items. Products carrying the GI tag often command premium prices, leading to higher profit margins for producers. This economic stability helps combat rural depopulation and continues traditional practices. Also, it is worth noting that the prominence of GIs can foster a greater sense of community as farmers, producers, and other specialists are often brought together in collaborative initiatives. These communal ventures increase production quality and contribute to local networking and knowledge-sharing.
Additionally, many products bearing GIs adopt eco-friendly production methods, reducing pollutants and contributing to a healthier environment. So, when you choose a product with a GI label, you are supporting a system that elevates cultural preservation, boosts economies, and champions sustainability.
European Tourism and GIs: An Intertwined Relationship
Europe's appeal lies not only in its celebrated art, striking architecture, and intricate history but also in the unique angle provided by geographical indications. For travellers who crave more than the usual tourist sites, a European journey becomes a multi-sensory experience through the lens of GIs. Tasting a GI product isn’t only about flavours, it can uncover the story behind it, like the connection between the wine and the vines that grow in the background. This tie between product and place makes travel more personal and a unique experience.
Regions renowned for their GIs see a steady stream of tourists eager to partake in this authentic experience, so the economic significance is palpable. From vineyard tours in France to marzipan workshops in Germany, the tourism sector sees a boost from these unique offerings. Regions capitalise on their GI products, building entire festivals, tours, and experiences around them, bolstering local businesses and hospitality sectors. Moreover, GIs can serve as a marker for sustainable tourism. Travellers are more conscientious nowadays, seeking experiences that are eco-friendly and more sustainable, so GI products, with their emphasis on traditional and often eco-friendly methods of production, align perfectly with this ethos.
Protecting Consumers and Producers
Geographical indication (GI) isn’t just a label – it’s a promise. For Malaysian consumers, GIs serve as a reliable indicator of authenticity and quality. When a product carries a GI tag, buyers can be assured not only of its geographical origin but also of its unique characteristics and quality, inherently linked to that origin. This allows consumers to make informed choices, confident they are purchasing genuine, high-quality products.
For producers at large, the advantages of GI protection are multifaceted. First and foremost, it offers a shield against unfair competition. In a global market filled with replicas, a GI-certified product – often developed over generations – can be sure it is neither diluted nor falsely claimed by others. This protective measure instils genuine producers with the confidence that their products won’t be cheapened by imitations.
Where Nature Meets Culture
GIs combine the best of nature and culture, whereby traditional know-how transforms what nature has to offer into delightful products of excellent quality. These items have an economic ripple effect: by visiting production areas and supporting products bearing names that are protected as GIs, we fuel the sustainable development of rural areas, securing livelihoods and preserving traditional skills and know-how. There are 54 Southeast Asian GIs that are recognised within European borders through trade agreements and direct applications in the EU. This recognition is more than a trade relationship; it is a testament to cultural understanding and shared respect.
This successful model, where GIs boost both tourism and local economies, offers a template for how countries across the globe, including Malaysia, can integrate cultural preservation and economic growth. So, the next time you dream of a getaway, in Europe or elsewhere, or consider what to add to your shopping cart, remember that these choices hold power and an opportunity to invest in quality, authenticity, and economic sustainability, both near and far.
Find out how GIs can make your European experience an unforgettable one: https://www.facebook.com/IPKey.eu / https://twitter.com/IPKey_EU
