Geographical Indications and Market Positioning

EU-Mexico Dialogue - Designation of Origin in Mexico and Latin America

The model of designations of origin and geographical indications has proven highly successful in Europe and has demonstrated significant development potential in Mexico. It has made it possible to classify agri-food products, wines, and other beverages that, being unique and tied to their territory of production, generate important value chains and local development.

As an emblematic development model in Europe, and as a strategically fundamental area for strengthening dialogue and relations between both political and commercial partners, designations of origin held considerable potential in Mexico. The overarching objective was to make better use of the available Geographical Indications (GI) system by increasingly encouraging the registration of new GIs and helping producers develop GI-protected products that are economically sound and sustainable.

To this end, four audiovisual productions were developed with the aim of showcasing the advantages of this local and rural development model, as well as its particular opportunities for market access and value chain enhancement. The productions proved motivating and offered a European and international perspective, with direct messages targeted at those responsible for protecting designations of origin — producers, marketers, and local development stakeholders.

With strong visual impact and high-quality imagery, and taking into account the potential of the Mexican market, the audiovisual productions were both attractive and inspiring. They actively contributed to a broader understanding of the benefits of the geographical indications system and were made available on the website of the European Union Delegation in Mexico.