Agricultural Producers in Georgia Harness the Power of Branding to Add Value to Their Products

In Georgia, where landscapes merge with time-honored traditions, three generations of dedicated agricultural producers are set to enhance a beloved local product – Tushetian Guda cheese.

Achiko Ichirauli, Irakli Gigoidze, and Vakhtang Bighoidze, representing various generations in Georgia, unite in their commitment to the nation's long-established tradition of specialized agricultural production. Benefitting from favorable natural and agro-climatic conditions and enriched with a distinct culinary heritage, Georgia's Geographical Indication (GI) supported industry serves as a vital pillar of the country's economy.

The pivotal role of GI in Georgia's economic landscape was underscored during the official visit of the Director General of the World Intellectual Property Organization (WIPO), Mr. Daren Tang, to Georgia in October 2022. Discussions on GI took center stage, with stakeholders, including Georgia's Vice Prime Minister and Minister of Economy and Sustainable Development, emphasizing its importance during a meeting with the DG.

The initiative, titled "Project on Collective Management, Branding, and Commercialization of Selected Registered GI in Georgia," aims to support some 20 GI producers  of Guda cheese by imparting essential knowledge and skills in collective management, branding, and commercialization. It also provides support through the development of logos, packaging, and the strategic use of social media.

This initiative focuses on enhancing the recognition and marketability of Tushetian Guda cheese, which has received official recognition as a Geographical Indication (GI) - a sign used on products that have a specific geographical origin and possess qualities, reputation, or characteristics that are essentially attributable to that place of origin.

During the project launch, WIPO Deputy Director-General for the Regional and National Development Sector (RNDS), Hasan Kleib, joined in remotely and emphasized WIPO’s commitment to inclusivity and collaboration for the use of IP of diverse groups. He explained, "This project stands as a prime example of our dedication to bring the benefits of IP to all walks-of-life. It brings together government institutions, local communities, producers, and stakeholders, forging a collaborative effort to protect and promote the Tushetian Guda cheese in a sustainable and economically beneficial manner."

Achiko Ichirauli, a family man with three children, hails from the Tusheti village of Omalo in Akhmeta Municipality. Alongside his parents and two brothers, they tend to a flock of 1,000 sheep, engaging in wool production and the creation of Tushetian Guda cheese, employing age-old techniques. The Ichirauli family's heritage extends to agrotourism, a thriving venture amidst the renewed interest in Tusheti tourism. Achiko noted, "By participating in WIPO training activities, we strengthen our local economies and communities."

Irakli Gigoidze, a 29-year-old from the Tusheti village of Vestmo, shares a similar commitment to ancestral traditions. He expressed his enthusiasm, saying, "I'm eager to delve deeper into IP-related topics and engage in social interaction while applying what we've studied." With his parents and two siblings, they meticulously craft Tushetian Guda cheese, adhering to traditional methods, and maintain a flock of 800-1000 sheep.

Vakhtang Bighoidze, aged 55, takes pride in preserving his family's legacy in the Tusheti village of Chiglaurta. As a husband and father of two, Vakhtang manages a flock of 1300 ewes, following classic procedures to produce Guda cheese. He passionately emphasizes, "We aim to highlight the value of local production and maintain tradition."

These three exemplars of Georgia's GI local producers represent the dedicated efforts of a thriving agricultural community. Their participation in this initiative not only strengthens their individual businesses but also serves as a testament to the lasting significance of localized craftsmanship and heritage. Through the power of branding, Georgia's agricultural producers hope to introduce their products to the global stage while honoring the traditions that have sustained them through the generations.

Background

The Regional and National Development Sector (RNDS) Projects Team, in collaboration with SAKPATENTI , initiated the project entitled "Collective Management, Branding, and Commercialization of Selected Registered GI in Georgia." The project aims to support GI producers on post-registration branding and marketing of their products and was launched in Mtskheta and Babaneuri, Alvani, Georgia.