Technical Assistance I

The beautiful and delicious three-course dishes served by three prominent chefs have proven that high-quality food preparation brings out the unique and original taste and reputation of the Indonesian Geographical Indication (GI) agri-food products. Yet, many consumers are still unaware of the GI itself. The GI Rightsholder Communities (MPIGs), together with the local and central governments, the private sector partners, brand activists, influencers, brand ambassadors and academicians, must collaborate and commit to tirelessly advocating the value of the Indonesian Geographical Indications by consistently promoting and educating consumers and users both in the domestic and international markets.

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, in collaboration with ARISE+ Indonesia, presented and discussed the final draft of the Branding Strategy for Geographical Indications of Indonesia during the 5th GI Creative Branding Workshop at Nusa Indonesia Gastronomy, Jakarta, on 18 August 2022.

Over the last three years, DGIP, DGNED, and ARISE+ Indonesia have collaborated with more than fifteen Key Opinion Leaders (KOLs) such as Chef Bara Pattiradjawane, Chef Ragil Imam Wibowo, Helianti Hilman, Vita Datau, Santhi Serad and Arto Biantoro in formulating a national branding strategy for the Geographical Indications of Indonesia focusing on agri-food GIs. Along with the revamped brand identity, the strategy document was initially finalised in December 2021.

The strategy document was developed aiming to improve the recognition, image and reputation of the Indonesian Geographical Indications (#IndikasiGeografis) as guaranteed value-added and high-quality products. The strategy adopted a pragmatic approach based on practical experiences and examples. The proposed strategy envisioned Indonesian GIs as a highly appreciated and well-recognised GI Brand by everyone at home and globally in the next 10 years or by 2033.

Speaking on behalf of the Director of Cooperation and Intellectual Property Empowerment of DGIP, Ministry of Law and Human Rights, the Coordinator of International Cooperation, Fajar Sulaeman, stressed the importance of establishing collaboration and synergy among stakeholders to reach the ten years goal.

Kurniaman Telaumbanua, the DGIP Director of Trademark and Geographical Indications, highlighted the tremendous potential of Geographical Indications to become one of the economic development strengths for Indonesia and contribute to economic growth for the community welfare.

"Therefore, protection and development of GI products is a strategic effort to encourage Indonesian Geographical Indication products to compete in the global market," Mr Kurniaman said.
He encouraged local governments and communities to protect and develop local commodities through GI registration. DGIP also supported piloting an IP-based tourism project in Amed Bali to boost the tourism sector through local products. "If this succeeds, we aim to expand it to other provinces across Indonesia with their own speciality."

The Director of Export Development Cooperation for Manufacturing Products of DGNED, Ms Ni Made Ayu Marthini, also reiterated the Ministry of Trade's commitment to supporting the promotion, branding and market access for GI products through participation in the Trade Expo Indonesia and other international expos. She urged MPIGs to enhance their readiness to meet the requirements and standards of export markets.

Ms Made also encouraged MPIGs to develop a creative narrative behind the GI products and create attractive packaging. "This would add commercial value to the local product equally good as the international brand worldwide."

ARISE+ Indonesia Team Leader, Marc Kwai Pun, remarked that the handover of the Branding Strategy is one milestone in supporting the development of the MPIGs. "But this is not the end. The strategy is a working document. There is more to come to achieve the branding vision," Mr Kwai Pun said in his remarks.

The European Union Delegation to Indonesia and Brunei Darussalam representative, Nur Isravivani, also the ARISE+ Indonesia Programme Manager, handed over the GI Branding Strategy document to DGIP and DGNED.

To enable a taste experience, a three-course GI lunch and refreshments were presented live exclusively by Chef Bara in collaboration with Chef Ragil and Chef Santhi Serad. Concluding the workshop, Chef Bara, often dubbed the Indonesian GI Ambassador, handed out a GI sample as a memento to the participants. "To achieve our proposed 10-year vision, let us begin from here today, a movement to enable the Indonesian GI products in every household that should start in our own pantry," Chef Bara motivated the workshop participants.

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