Introducing a certification mark for Karoo Lamb
Woolworths 2012
The Problem: Misappropriation of the name Karoo
Karoo Lamb as Geographical Indication The unique identity of Karoo Lamb has an unmistaken link with the region Shares most of the characteristics of a product from a designated origin (region) Known in the European Union as a Geographical Indication (GI) such as Champagne, Parmesan Cheese and Parma ham.
How do we protect the name, reputation and identity of the Karoo? A trade mark? No Karoo cannot be appropriated. It belongs to the inhabitants of the Karoo. Only option is a certification mark in the absence of sue generis legislation. This mark should guarantee the origin ; integrity and reputation of the product.
A certification scheme for Karoo Meat of Origin The case for a certification scheme for Karoo Meat of origin Current legislation prohibit the misuse of regional names for food products. Consumer Protection Act Agricultural Product Standards Act, 1990 (APS Act): Regulations regarding the classification and marking of meat intended for sale in the Republic of South Africa Government Notice No. R. 863 of 1 September 2006. New regulation on food labelling (Regulations Relating to the Labelling and Advertising of Foodstuffs, No R 146 of the Foodstuffs, Cosmetics and Disinfectants Act, 1972 (Act 54 of 1972) Issued in 2010 and enforced since 1 March 2012.: Misleading descriptions such as healthy or healthier or additive-free or veterinary medicine-free or which indicates the more humane treatment/rearing of food animals, such as, but not limited to, grain fed, grass-fed, Karoo lamb, natural lamb, country reared, free range, pure, organic.., So it is illegal to indicate Karoo Lamb if it is not supported by a protocol approved by the registration process under the APS act of 1990.
The steps followed by KDF to protect reputation and identity of Karoo Lamb Development of protocols and standards a 4-year process in consultation with different representatives in the chain Protocols approved by DAFF Certification mark designed and approved Submitted to CIPC in February 2011 for registration
Final certification mark
Meat carcass stamp
Process since submission of application in 2011 Full Statement of case submitted to CIPC in November 2011 Certification Marks published in South African Patent Journal on 24 June 2012-3 month period for notice and submission of opposition past on 24 Sept 2012 without any opposition Certification Mark and insignia are now protected by SA law. The Karoo Development Foundation is the proprietor of the mark on behalf of the Karoo region
Further steps in process Certification and audit process commenced in 2 nd half of 2011 and first farmers and abattoirs were audited and certified by SAMIC First deliveries of certified meat took place in November 2011 Currently 126 farms (66 farmers) and 2 abattoirs, 2 packers and 2 butchers/deli s certified
Current membership profile Members Applicants (currently in auditing process) Potential Total Producers 66 13 79 Farms 126 37 163 Total hectares (estimates) 515 467 174 213 689 680
Pilot programme to commercialise Karoo Lamb Support from Western Cape Provincial Government between 2010 and 2011 Northern Cape Provincial Government for 2012 to 2014 Appointment of general manager as well as admin/financial support was made possible. Appoint other consultants as/ when needed Available in top restaurants and selected retail stores in Western Cape
Similar GI s in Europe Gallery de Lafayette, Paris
Example of scale label with certification mark
Three certification points: Farmer, abattoir and meat packer/processor Rearing sheep on Karoo Certified farms Slaughtering sheep at Karoo Certified abattoirs Processing carcasses and Packaging sheep meat at Karoo Certified packaging plants Certified Karoo sheep meat sold to retailers Certified Karoo Sheep Farmers Certified Karoo Sheep Abattoirs Certified Karoo Sheep Meat Packer Retailer Consumers Information on farm size, location and carrying capacity. Sheep breed, lambing %, weaning % and average sheep marketed annually. Each carcass given a serial number (tracking number). Keeps record of who farmer is and the location of the farm. Tracking number of individual animal on the label. Farm, farmer and abattoir, info is known. As well as all info pertaining to the slaughtering process. Tracking number of individual animal on the label. Farmer, abattoir and packer info is known. As well as info pertaining to the slaughtering and packaging process. Tracking number of individual animal on the label. Farmer, abattoir, packer and retailer info is known. Certification scheme and committee auditing farms, abattoirs, processing and packaging plants and wholesalers and retailers.
Key attribute of certified Karoo supply chain: Traceability http://www.karoomeatoforigin.com/
Marketing and awareness campaign Exhibitions / banners Website, Facebook Media coverage Glossy magazines emphasising the identity and terroir attributes of the Karoo Lamb
Values of Certified Karoo? A guarantee that the product originates from Karoo veldt Free Range, no added hormones or antibiotics Integrity of all role players Built on food safety principles Compliance with legal requirements and full traceability system back to the farm of origin No exclusivity since the identity belongs to the region As long as you are certified to comply with protocol and the rules you can use the mark
Current and Future challenges Claw back the Karoo name Lift Karoo Lamb out of meat commodity mark and creating its own pricing and distribution structure Create a different price point for Karoo Lamb Enforcement of quality and food safety standards Form strategic partnerships between producer, abattoirs, packers and retailers Educate consumers about quality and value of Karoo Lamb
Future vision Process likely to change the face of meat marketing in the Karoo Butchers and retailers will legally sell real Karoo Lamb Karoo meat will sell at price above sheep meat from other regions and feed lots Important economic injection for region extra R45 million in revenue per year
Value to our clients Link with new consumer trend knowing the origin of your food/provenance A certification scheme run by 3 rd party Improved availability due to farmers receiving a premium Full, visible traceability (use of KMOO website) back to farm Product differentiator Compliance with legislation and registered with DAFF and CIPC Enforcement run by KDF, MOOK and 3 rd party auditor
Thank you