Protection in the international market

A number of organisations exist in Europe which serve to protect the interests of local producers and to certify the origin of their products. Various food trademarks are linked closely to export promotion and the protection of local interests. Products regarded as local specialities are subject to protection in the EU. Pálinka and Tokaji are examples of such products. Pálinka is not to be confused with palinca from Romania and Tokaji with wine produced on the Slovakian side of the border, observing different winemaking standards. The name Tokaji has not only been challenged inside the EU, but in the US and Australia as well. According to a recently signed wine agreement, new licenses shall not be issued by the US for the use of this name in the future and a similar agreement is being negotiated with Australia, where a dessert wine is produced under the name „Canberra Tokay”. Apart from EU standards, each member country has its own organisation and trademarks for protecting its specialities. In Austria, the protection of Austrian products is the task of Agrarmarkt Austria Marketing GesmbH. A number of PR and marketing tools are used to remind consumers of the Austrian origin and quality of products. Three trademarks are used by Agrarmarkt Austria: the AMA Seal of Approval certifying quality, the AMA Organic Seal to certify organic production and .the „bos” trademark used for beef which is traceable back to the birth of the animal. In Germany, Centrale Marketinggesellschaft der Deutschen Agrarwirtschaft mbH i responsible for protecting German goods. Precise guidelines have been defined for testing products and organising events. Its web site (www.cma-exportservice.com) contains a list of possible export partners. There is also another organisation intended to promote export: Quality scheme for food (QS) which may grant authorisation for the use of different trademarks (by even foreign manufacturers), provided the product and the production process meets the strict quality criteria defined. There is also a trademark for use by Germans only: Bestes vom Bauern. There is no official trademark for food of British origin but there is an organisation for promoting export, which is to be found on the www.foodfrombritain.com web site. In the UK, 470,000 people are employed directly by the food sector. Successful British exporters receive the Britain Export Awards. Sopexa was established in France, in 1961 with the aim of promoting food export and protecting national interests. 80 percent of its revenues come from foreign sources and 40 percent of its activities are devoted to promoting French beverages. The SIAL exhibition was launched by Sopexa in 1964.