On 5 December 2019, ARISE+Indonesia and the Directorate General of Intellectual Property (DGIP) of the Ministry of Law and Human Rights held its first series of creative GI branding workshop at Javara Culture in Kemang South Jakarta. The workshop themed “Understanding the Indonesian Specialty Agricultural and Food Products from the Perspective of Buyers and Consumers” was aimed at developing a National GI Branding and Promotional Strategy.
Currently 82 Indonesian agricultural and non-food products are registered nationally. Certified Indonesian GI products will receive the protected logo from DGIP upon registration. “Authenticity” and “Premium Quality” are generally two of the most of the most important factors for buyers and consumers decision making when purchasing GI-certified products. The creative branding workshop addressed issues relating to branding and promoting GI products, which include control monitoring and traceability, education of the public and bringing the GI products to the market.
Cross-promotion, protection and better management of GI products are vital to the awareness raising of GI.
Factors that matter to consumers when purchasing GI products
What is more, improving accessibility to these GI products and making them widely known and available through consistent branding and promotion remains the challenge for the culinary, gastronomy and tourism sector.
To give flavours on how GIs are promoted in culinary and gastronomy, the workshop concluded with a GI-specialty lunch exclusively prepared by Javara Culture for the themed workshop.
