Using GI to Protect European Cheese and Wine Producers in China

A product’s geographic indication (GI) indicates if it has the characteristics of the environmental or cultural conditions found in a specific area, region or territory. Even though there are methods to track where a product has originated from, some producers have misled consumers on where their goods were created, causing a brand’s reputation to be called into question. In this article, Andrew Zhang, partner, and Mireia Paulo, director of the European-American Market, from A&Z Law Firm, provide the solution to this problem and advise on how to best protect the interests of European companies working with cheese and wine products in mainland China.