In March 2021, the EU-China agreement protecting geographical indications entered into force. The agreement protects 96 iconic EU agri-food names against imitation and usurpation, bringing trade benefits and introducing consumers to guaranteed, authentic products from countries with rich culinary and cultural traditions. In the course of the next four years, the agreement will expand to cover an additional 350 GI names from both the EU and China.
The Chinese market is the third destination of EU agri-food products, and at the same time is the second destination of EU exports of GI products, accounting for 9% by value. Chinese consumers appreciate the safety, quality and authenticity of European agri-food. Yet, Chinese consumers' awareness of European GIs remains not as strong and wide as in other countries, requiring EU producers and exporters to adopt different and tailored approaches to communicate and promote the value of GI products in China.
Together with the China-Italy Chamber of Commerce in China (CICC), we are pleased to invite you to join the workshop "Communicating the value of European GI products to Chinese consumers". The workshop will:
The workshop will take place on Friday 21 January 2022, at 09:00 – 11:00 (Brussels time) / 16:00 – 18:00 (Beijing time), ONLINE*
The specific agenda is as follows:
16:00 – 16:10 Welcome remarks and EU SME Centre intro
16:10 – 16:30 Presentation: the EU-China Agreement Protecting Geographical Indications
Damien Plan, Counsellor for Agriculture, EU Delegation in China
16:30 – 17:00 Presentation: overview of Chinese consumers' awareness of European GIs, and opportunities and challenges for promotional activities
Pablo Recio Gracia, Managing Director, EIBENS Consulting
17:00 – 17:45 Case studies from three GI products:
· Wine (Gianpaolo Bruno, Italian Trade Agency)
· Spirits (Conor O'Sullivan, Ireland Bord Bia)
· Cheese (Alexander Macdonald, Business Development, London Food Ltd Shanghai)
17:45 – 18:00 Discussion and Q&A
*The link will be shared on 1 day before the event
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Director of ITA Beijing Office and Coordinator of ITA offices in China and Mongolia
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Business Development at London Food Ltd Shanghai
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China Manager at Bord Bia—Irish Food Board
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Counsellor for Agriculture at EU Delegation to China
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Managing director of Eibens
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