From Origin to Market: Best Practices in the Protection, Commercialisation and Marketing of Geographical Indications for Rural Development and Sustainability

Running from June 2025 to April 2026, this multi-phase activity supports GI producers across ASEAN through a series of in-person workshops and awareness-raising events. The programme is designed to strengthen every stage of the GI value chain, from product identification and name protection to marketing and enforcement. By integrating practical guidance on quality control, branding, and sustainability, the activity empowers producers to leverage geographical indications (GIs) to develop competitive, high-quality products that support rural development, and give greater access to export markets.

This initiative directly contributes to Strategic Goal 4 of the ASEAN IPR Action Plan 2016-2025 by promoting the commercialisation and utilisation of GIs for economic growth. It also supports the ongoing development of robust sui generis GI systems in the region, in line with recent reforms in the EU. Delivered in collaboration with ASEAN IP Offices and drawing on the expertise of GI, branding, and marketing specialists from ASEAN and the EU, the activity will take place in selected ASEAN countries and prioritise inclusive, skills-based training for both new and established GI producers.