For those wondering about the unique environmental conditions and local traditions where the Geographical Indication (GI) agri-food products are grown and yielded, these videos provide fantastic illustrations for us. In cooperation with the Directorate General of Intellectual Property (DGIP) of the Ministry of Law and Human Rights, and the Directorate General of National Export Development (DGNED) of the Ministry of Trade, ARISE+ Indonesia worked with ten GI Protection Communities (Masyarakat Perlindungan Indikasi Geografis/MPIG) to produce promotional material.
The videos feature Adan Krayan Rice, Bali Amed Salt, Banda Nutmeg, Cilembu Cassava, East Luwu Pepper, Gayo Arabica Coffee, Kulonprogo Jogja Coconut Sugar, Koerintji Cinnamon, Java Preanger Tea and Sumbawa Honey.
The media clip will allow the GI rightsholders to improve public awareness on these authentic "heritage" and "speciality" agricultural products through story-telling and visual presence.
"We hope that by watching these videos, the public will be more aware of the GIs' special characteristics, quality, and reputation. To this end, we would like to thank ARISE+ Indonesia for their continued support to our Indonesian GI producers," the DGIP Director of Cooperation and Empowerment, Daulat Silitonga, said.
The Chairman of MPIG Java Preanger Tea, Nugroho, expressed a similar sentiment and excitement to use the audiovisual presentation. "Hopefully, consumers worldwide will be more knowledgeable and appreciative about GI. Thank you very much for the support from ARISE+ Indonesia."
The videos will be used as product promotional materials on digital channels or played back and screened alongside GI presentations at international trade fairs and exhibitions. The first screening will be at the DGIP Business Forum in DubaiExpo next March 6th and 8th, 2021. ARISE+ Indonesia, in collaboration with DGIP and DGNED, will also facilitate MPIGs participation in the upcoming Alimentaria (Barcelona, Spain), and F+B Indonesia.
"We hope the visual media will equip us for marketing, promotion and branding and show the difference between our authentic product and other non-GI certified products in the market," the Marketing Officer of MPIG Kayumanis Koerintji Jambi, Hengki Handoko, said.
Over the past 15 months, the filming crew travelled to ten Geographical Indications areas across Indonesia, from the Aceh on the northernmost tip of Sumatra through to the eastern part of the archipelago. The video production is part of a comprehensive action plan to strengthen the capacity of producers/farmers associations on GI management, including in promotion, marketing, and branding.
