. /.WORLD TRADE
ORGANIZATIONG/AG/NG/W/18
28 June 2000
(00-2662)
Committee on Agriculture
Special SessionOriginal:  English
EUROPEAN COMMUNITIES PROPOSAL
FOOD QUALITY – IMPROVEMENT OF MARKET ACCESS OPPORTUNITIES
The European Community sees an essential link between market access and the issue of food
specificity, or in other words quality food specificity. The object of opening up markets is to increase
gains from trade and consumer choice. Both of these objectives can be fostered by pursuing fair
competition, consumer protection and proper protect ion of denominations linked to food quality or
food specificity. This will give consumers a real freedom to choose and grant to producers the
opportunity to gain from product differentiation and to reap the rewards for their investments.
Food specificity is a factor of importance in consumer choice concerning agricultural
products. There is demand for products incorporating specific and identifiable characteristics,
including traditional know-how and geographical origin.
Such demand offers expanded opportunities for agricultural products and foodstuffs which
can respond to consumer expectations. By prov iding outlets for high-value food products, it
encourages producers to diversify production, and to focus on quality.
These beneficial effects, however, only materialise insofar as market access opportunities for
such products are ensured. The conditions have to be created under which the consumers are able to
choose products on the basis of their specific characteristics, and such consumer choice is able toreward those products.
The pursuit of fair competition, of consumer protection and of protection against the
usurpation of names becomes essential to achieve this goal. Improving market access for products
means improving the conditions leading to consumer recognition and responsiveness, and ensuringthat usurpation of product names does not deprive the producers of the economic benefits of their
investment in quality, specificity and name recognition.
It is important to underline that the preservation of food specificity is not meant to create
trade barriers. Quite to the contrary, it is meant to open markets by proposing to address a majorobstacle to the further development of trade opportunities, constituted by the considerable economic
losses engendered by usurpation and consumer deception.
Market access and fair competition opportunities for many regional and traditional products
are effectively denied by the fact that the market is either already occupied by other products whichusurp the reputation of the original products, or may subsequently be occupied, due to the absence of
protection, once the original product proves to be lucrative. A product which has no guarantee as to
the continued protection of its specificity from usurpation cannot be said to have fair opportunities for
access, as there is no incentive for investment in quality and name recognition if no reward can be
reaped in the market.G/AG/NG/W/18
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Improved market access for such products is an important goal of the European Community,
which is one of the largest exporters of agriculture and food products in the world.
However, this is far from being the interest of the Community alone. Developing countries,
who possess a great richness and variety of food products based on traditional know-how, stand tobenefit from increased access opportunities, especially to lucrative niche markets in developed
countries. The Community feels that great attention should be given to ensuring that the more general
objective of improved market access for developing country products should be made effective as
regards products with specific characteristics , by focusing on the appropriate means to ensure that the
economic benefits of the reputation and quality of such products are enjoyed by the country of origin,
and not by usurpers.
Objectives
The Community’s objectives can be summarised as follows :
- to obtain effective protection against usurpation of names in the food and beverages
sector.
- to make market access effective, by ensuring that product which have the right to use
a certain denomination are not prevented from using such a name on the market. To
prevent such a use amounts to a barrier to trade, and deprives such products of access,as their denomination is the basis of consumer recognition and therefore carries
economic value.
- to ensure consumer protection and fair competition through regulation of labelling.
Labelling rules become more and more important as an instrument of productdifferentiation and consumer choice. They should be addressed with a view to
ensuring that they also contribute to protection against usurpation and consumer
deception.
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