Brands that could earn farmers more

Kenyan coffee and French champagne might not taste the same, but they could soon be treated similarly under an international branding scheme.

It emerged last week that Kenya could eventually follow France in the way it markets and exports unique agricultural products and specialties.

The Government could soon introduce marketing policies giving special designations to coffee, tea and other goods produced in hand-picked areas of Kenya in order to create demand, raise prices and encourage sustainable development.

The system would be identical to that of France where certain labels are reserved for products originating in certain geographical areas.

For example, spirits can only bear the name Cognac if they originate in the French town of Cognac and are manufactured using specific types of grapes and distillation procedures.

Made in Italy

Similarly, cheeses can only bear the word Roquefort if they come from the village of Roquefort and are aged inside its natural caves.

Labels like these are called Geographical Indications (GIs), and are currently used in more than one hundred countries around the world.

Unlike products that simply say “Made in Italy,” for example, those bearing GIs come from specific localities that have unique growing conditions, determined by factors including elevation, climate, soil quality and rainfall patterns.

Few countries

In addition, producers in these localities sometimes use traditional farming methods. The GI system is a way to reward resulting products and raise their market profile.

Few countries in Africa have introduced the system, but Kenya could eventually become a regional leader with the help of France and other donor countries.

Last week, the French embassy organised a seminar in Nairobi about the GI system where experts from France discussed it and debated its prospects in East Africa.

“It is a long process lasting several years, and there are many steps before you get to the GI system,” said Mr Christian Saillard of the French embassy’s economic division.

“But it is a good way of recognising special tastes or qualities within a country,” he continued, “and these qualities cannot be counterfeited because countries accepting the GI framework have an obligation to act against fraud,” he explained.