Philippine Government Enhances Product Branding Through Geographical Indications

The Philippine government is taking significant steps to enhance the branding of its agricultural products through a new partnership between the Department of Agriculture (DA) and the Intellectual Property Office of the Philippines (Ipophl). This collaboration, formalized through a memorandum of understanding, aims to boost the earnings of farmers and fisherfolk by leveraging geographical indications (GIs)—a form of place-based branding that can command premium prices in global markets.

Secretary of Agriculture Francisco Tiu Laurel Jr. and Ipophl Director General Teodoro Pascua signed the agreement, which updates a prior 2018 pact. The initiative is part of President Ferdinand Marcos Jr.'s broader strategy to strengthen the agricultural sector by enhancing value addition and export potential. The DA has identified several priority products for GI protection, including Cordillera Heirloom Rice, Davao Pomelo, Zambales Mangoes, and Davao Cacao, among others.

“Through geographical indications, we can protect these unique products, preserve their authenticity and create greater opportunities for our farming and fishing communities.”Francisco Tiu Laurel Jr., Secretary of Agriculture

Geographical indications allow products to be recognized for their unique qualities tied to their geographic origin, similar to how Champagne is linked to France or Kobe Beef to Japan. This branding not only preserves the authenticity of these products but also aims to ensure that a greater share of their value remains with the local producers. Tiu Laurel emphasized the economic opportunities that GIs can create, stating that through geographical indications, it is possible to protect these unique products, preserve their authenticity and create greater opportunities for farming and fishing communities.

As part of this initiative, a national GI road map will be developed to strengthen producer groups and improve certification processes, facilitating access to higher-value local and export markets. Notably, an application for GI registration of Bohol Ube Kinampay has already been filed with Ipophl, indicating a proactive approach to securing intellectual property rights for unique local products.