Parmigiano Reggiano better protected in China
Bertinelli: bilateral agreement concluded

The agreement between the EU and the Asian giant follows the brand’s most recent registrations in India, Azerbaijan and Thailand. Registration in Turkey also near finalisation.

Reggio Emilia, 06 June 2017 - “We now have a further opportunity to protect our product. Needless to say, this has particular significance with regard to the country in question and will be based on a programme of work focused largely on pursuing an ever more determined fight against the improper or fraudulent use of our brand name”.

Nicola Bertinelli, the President of the Parmigiano Reggiano Cheese Consortium, made this statement in response to the publication of the 100 European PDO or PGI products to be protected on the market of the Asian giant by the bilateral agreement between the European Union and China.

“Legal protection - stresses Bertinelli - is indispensable for supporting the promotion of Parmigiano Reggiano throughout the world, and it is not by chance that we had already protected the brand in China”. “It is now clear - explains the President of the Consortium - that the bilateral agreement also reinforces our ability to take action to protect the Parmigiano Reggiano brand and represents an important prerequisite for working towards increasing exports, which are gradually growing, even to a country so culturally distant from our own in terms of culinary tradition”.

“Within the scope of the agreement - continues Bertinelli - it will be our concern to properly protect the Parmigiano Reggiano brand, identifying instances of its misuse or counterfeit, or so-called “Italian sounding” branding, which occur in all non-EU countries lacking in ex officio protection comparable to that achieved in the European Community area some years ago".

However, this work is now intensifying in new areas of the world, where the designation of origin has been registered by the Consortium. Some of the most important recent cases are India, Thailand and Azerbaijan, whilst the process of registering the Parmigiano Reggiano designation in Turkey is nearing completion, having already been published in the Trade Marks Bulletin (and so far without opposition).

“In defining the Consortium’s new strategic plan, which will focus largely on reinforcing supports for exports - concludes Bertinelli - we will therefore outline a series of "ad hoc" projects for the new areas of the world where the presence of Parmigiano Reggiano is growing, with the goal to reach 50% exports".