Support to local businesses in CARIFORUM: case study & training on business and marketing strategies – ongoing
From organic beauty products to aged rum and hot pepper sauce, CARIFORUM producers have a lot to offer to the international markets. To achieve greater market presence, there is a need for CARIFORUM Origin-Linked Products (OLPs) to be better branded, marketed and promoted. CarIPI is currently collaborating with experts from the region to produce evidence-based data and training targeting BSOs and businesses on how to unlock the potential added value of CARIFORUM Origin Linked Products through the use of branding and marketing strategies.
As part of this activity, a case study on the Trinidad and Tobago Fine Cocoa Company (TTFCC) has been recently published. For TTFCC the most important issue was ‘proof-of-origin’, as false claims and misleading marketing campaigns about origin are rampant in the chocolate sector, leading to confusion among consumers. TTFCC has addressed this through a broad range of IP tools to ensure the company’s claims of origin and protect from those who may seek to copy or replicate their products.
The CarIPI project is also in the process of releasing additional case studies featuring other Origin Linked Products, like the Grenadine Sea Salt and the Moruga Hill Rice. The case study on Grenadine Sea Salt is about how the company has used design innovation to modernize production of a traditional product. The paper on the Moruga Hill Rice from Trinidad and Tobago analyses the use of IP tools to facilitate expansion of a traditional crop, and branding in local and international markets.
Each case study will highlight lessons learnt from the development of business focused on the production and commercialisation of OLP including the product design/testing/constraints/ investments to make the project sustainable and the IP strategy applied - to serve as inspiration for CARIFORUM businesses.
To complement the support to CARIFORUM producers, a full-fledged course on origin-linked products (OLPs) and geographical indications (GIs) is available in our learning tab.