Geographical Indications and International Agricultural Trade
Also by Louis Augustin-Jean ASIAN ECONOMIC DYNAMISM IN THE AGE OF GLOBALIZATION ( co- edited with Edward K. Y. Chen and Anne Androuais) HONG KONG. ECONOMIE, CULTURE, SOCIETE ( co- edited with Florence Padovani)
Geographical Indications and International Agricultural Trade The Challenge for Asia Edited by Louis Augustin-Jean Associate Professor, University of Tsukuba, Japan Hélène Ilbert Professor and Researcher in International Economics, University of Montpellier, France and Neantro Saavedra-Rivano Professor, Institute of Policy and Planning Sciences, University of Tsukuba, Japan
Editorial and Selection Matter Louis Augustin- Jean, Hélène Ilbert and Neantro Saavedra-Rivano 2012 Individual Chapters Contributors 2012 Softcover reprint of the hardcover 1st edition 2012 All rights reserved. No reproduction, copy or transmission of this publication may be made without written permission. No portion of this publication may be reproduced, copied or transmitted save with written permission or in accordance with the provisions of the Copyright, Designs and Patents Act 1988, or under the terms of any licence permitting limited copying issued by the Copyright Licensing Agency, Saffron House, 6 10 Kirby Street, London EC1N 8TS. Any person who does any unauthorized act in relation to this publication may be liable to criminal prosecution and civil claims for damages. The authors have asserted their rights to be identified as the authors of this work in accordance with the Copyright, Designs and Patents Act 1988. First published 2012 by PALGRAVE MACMILLAN Palgrave Macmillan in the UK is an imprint of Macmillan Publishers Limited, registered in England, company number 785998, of Houndmills, Basingstoke, Hampshire RG21 6XS. Palgrave Macmillan in the US is a division of St Martin s Press LLC, 175 Fifth Avenue, New York, NY 10010. Palgrave Macmillan is the global academic imprint of the above companies and has companies and representatives throughout the world. Palgrave and Macmillan are registered trademarks in the United States, the United Kingdom, Europe and other countries. ISBN 978 0 230 35575 0 This book is printed on paper suitable for recycling and made from fully managed and sustained forest sources. Logging, pulping and manufacturing processes are expected to conform to the environmental regulations of the country of origin. A catalogue record for this book is available from the British Library. Library of Congress Cataloging-in-Publication Data Geographical indications and international agricultural trade : the challenge for Asia / edited by Louis Augustin-Jean, Hélène Ilbert, and Neantro Saavedra-Rivano. pages cm Includes bibliographical references. ISBN 978 0 230 35575 0 1. Agricultural produce Developing countries. 2. Agriculture and state Developing countries. I. Augustin-Jean, Louis. II. Ilbert, Hélène. III. Saavedra-Rivano, Neantro, 1946 HD9018.D44G46 2012 382'.41091724 dc23 2012016690 10 9 8 7 6 5 4 3 2 1 21 20 19 18 17 16 15 14 13 12 ISBN 978-1-349-34723-0 ISBN 978-1-137-03190-7 (ebook) DOI 10.1057/9781137031907
Contents List of Tables and Figures Notes on Contributors vii ix Introduction: The Globalization of Geographical Indications: The Challenge for Asia 1 Louis Augustin-Jean Part I The Theoretical Implications of Products of Origins 1 Geographical Indications and International Trade 19 Neantro Saavedra-Rivano 2 Are Food Markets Special Markets? 34 Philippe Steiner 3 Standardization vs Products of Origins: What Kinds of Agricultural Products Have the Potential to Become a Protected Geographical Indication? 48 Louis Augustin-Jean 4 The Multidimensional Definition of Quality 71 Gilles Allaire 5 Products with Denominations of Origin and Intellectual Property Rights the International Bargaining Process 91 Hélène Ilbert 6 The Concept of Terroir as the Basis of Corporate Strategy in Agribusiness: The European Social, Economic and Institutional Model 117 Jean- Louis Rastoin Part II Asian Challenges 7 From Products of Origin to Geographical Indications in Japan: Perspectives on the Construction of Quality for the Emblematic Productions of Kobe and Matsusaka Beef 139 Louis Augustin- Jean and Kae Sekine 8 The Development of Geographical Standards for Sake in Japan 164 Nicolas Baumert v
vi Contents 9 An Export Niche in the Philippines: The Commodification of a Speciality Rice in Ifugao Province 181 Suyako Sekimoto and Louis Augustin-Jean 10 Geographical Indication and Institutional Organization of Food Market in China: A Case Study of Jinhua Ham 204 Wang Guihong 11 Terroir and Green Tea in China: The Case of Meijiawu Dragon Well (Longjing) Tea 226 Selina Ching Chan Conclusion 239 Hélène Ilbert Index 250
List of Tables and Figures Tables 5.1 Application and registration by third countries on the EU register 103 5.2 Classification of agrofood brand values 107 6.1 Agricultural and food products with geographic indications in the European Union as at 17 August 2011 127 6.2 Estimation of the European market of terroir- based food products (EU-27, 2009) 129 A6.1 Geographic indications in the European Union as at 17 August 2011 133 7.1 Definitions of Kobe and Matsusaka beef 151 7.2 Property rights of Kobe beef and Matsusaka beef 154 8.1 Sake s quality categories 166 9.1 Export of commercial Tinawon rice and rice production in Ifugao 190 10.1 The three types of legal systems for protecting the traditional and origin- linked food products in China 211 10.2 Comparison of the characteristics between the three systems of the protection of Jinhua ham specific protection GI, GI certified brand and generic brand 214 Figures 6.1 The strategies of competitive positioning in the agribusiness sector 119 7.1 Stages of production in zoning area of Kobe beef and Matsusaka beef 151 8.1 Sake s departmental production in 2005 167 8.2 Sake s departmental production in 1985 168 8.3 Departmental sake- rice production in 2005 172 vii
viii List of Tables and Figures 8.4 Departmental production of superior sake in 2005 172 8.5 Geographical labels and appellations of origin for sake in Japan in 2008 175 9.1 Organizations of CHRP members in Banaue, Ifugao 187 9.2 Supply chain of commercial rice in the Philippines 189 9.3 Supply chains for Tinawon rice 190
Notes on Contributors Gilles Allaire studied agronomics and rural economics in Toulouse. He is currently senior researcher at the Institut National de la Recherche Agronomique (INRA). He has recently been scientific coordinator of the European research program SINER- GI (Strengthening International Research on Geographical Indications: from research foundation to consistent policy; www. origin- food.org). His current research topics are market functioning, and policy analysis (the globalization of agrofood systems, quality, and rural development). Louis Augustin- Jean is Associate Professor at the University of Tsukuba where he is teaching international development, Asian economic develop ment and economic sociology. He has been living in Asia for 15 years and his research is on China s rural development and food systems. He was the co- editor of the recent volume Hong Kong. Economie, société, culture (2007). Nicolas Baumert is Associate Professor at Nagoya University. He is a geographer, and a specialist in the cultural and historical geography of Japan. He obtained his PhD from Paris- Sorbonne University in 2009. He is a member of the Espaces, Nature et Culture laboratory and an Associate Researcher with the Maison Franco- Japonaise, Tokyo. Selina Ching Chan has a DPhil. in Social Anthropology from Oxford University. She worked at the National University of Singapore before joining the Sociology Department as Associate Professor and Associate Director of the Contemporary China Research Center at the Hong Kong Shue Yan University. She is a social anthropologist who has conducted fieldwork in different Chinese communities in Hong Kong, Taiwan, China and Singapore. Her articles have appeared in the China Quarterly, Modern China, Identities, China Information, Ethnology, European Planning Studies and the Asian Journal of Social Science. Hélène Ilbert is a Research Director at the CIHEAM-IAM-M, member of the research team Markets, Organizations, Institutions and Stakeholders Strategies (MOISA) at the University of Montpellier. She works in the field of global international economics and her research interest focuses on geographical indications and Mediterranean economic integration. She has been awarded the Mobius prize by the ix
x Notes on Contributors National Scientific Research Institute and the Commission of the European Communities. Jean- Louis Rastoin is Emeritus Professor at Montpellier SupAgro, France, with Unesco Chair in World Food Systems tenure. He is an international expert in agricultural and food economics and management. He was Full Professor in this academic institution and founder and Director of the economics and management research unit MOISA, in Montpellier. He has more than 35 years of professional work experience, including extensive experience in developing countries. His research has concentrated on economic policy analysis and firms strategies related to agriculture, agro- industries and agrofood value chains. He has published extensively in these areas, including four books and more than 200 professional publications. Neantro Saavedra- Rivano is Professor Emeritus of the University of Tsukuba and Deputy Director of its Program in Economic and Public Policy Management. He holds PhDs in Economics from Columbia University and in Mathematics from the University of Paris. His research interests include human capital financing and economic development, regional economic integration in East Asia and the Americas, and international trade. Suyako Sekimoto completed her Master s degree in South Asian Studies at the University of Tsukuba with the subject of her thesis being about the Philippines. She currently works for a manufacturer of agricultural machinery. Kae Sekine is an Assistant Professor at the College of Economics at Rikkyo University, Japan. She studies transnational agribusinesses behaviour and its consequences (especially in the fresh fruit and vegetable sector) as well as the processes and role of the actors associated with Geographical Indications in Japan and France. She holds a Master s degree and a PhD in Economics from Kyoto University and also studied at the French National Institute for Agricultural Research (INRA), Montpellier, from 2007 to 2010. Philippe Steiner is Professor of Sociology at the University of Paris- Sorbonne. He works mainly in the domain of economic sociology and the history of social sciences. He has recently published La transplantation d organes: un commerce nouveau entre les êtres humains (2010), Durkheim and the Birth of Economic Sociology (2011) and Les rémunérations obscènes (2011).
Notes on Contributors xi Guihong Wang holds a PhD in Economics from Toulouse University where she studied the implementation of the protection system for Geographical Indication Products in the context of the economic transition of China. She has participated in the European Research Program SINER- GI and was consultant for the FAO Asia on agro- food quality products linked with Geographical Indications. Her research deals with institutional adjustment, food certification and agricultural development, with a focus on economic, social and environmental aspects of food quality.