Making the Case
With the catapulting of “Brand Jamaica” to astronomical heights of renown— a feat achieved primarily through the vaunted exploits of Jamaica’s talented people, dynamic culture, and unique cuisine—it has never been more important to prioritize the development, protection and effective administration of local GIs as part of the national developmental agenda. Indeed, given Jamaica’s expressed commitment to accomplishing the United Nations (UN) sustainable development goals by the year 2030, discussions about the role of GIs as a potential pathway to sustainable development in Jamaica are particularly timely, and especially relevant.
According to the UN Brundlandt Commission Report “sustainable development” is “development which meets the need of the present without compromising the ability of future generations to meet their own needs.” (see The Brundlandt Commission, Report of the World Commission on Environment and Development: Our Common Future (United Nations 1987), at page 16). ‘With a growing world population (projected to reach 9.8 billion by 2050, according to the United Nations), and its implications in terms of quantity and quality of available food, use of water and the overall impact on the environment, agriculture today faces the challenges associated with sustainability with all its economic, environmental, and social components. In other words, value chains are rethinking their business model to be able to continue to generate value, and to provide for the needs of a growing world population, taking social and environmental objectives into account, so that the ability of future generations to meet their own needs is not compromised. Ensuring sustainability is [therefore] not just a ‘moral’ obligation...’ (See AfrIPI-Monique Bagal, Massimo Vittori and Luis Fernando Samper, Manual for Geographical Indications in Africa (Second Edition, European Union Intellectual Property Office, April 2023) at page 11 [emphasis supplied]: <Manual for Geographical Indications in Africa_26072021.docx (afripi.org)>).
Given the documented nexus between GIs and environmental protection with respect to, among other things, “valuing local knowledge and preserving traditional production systems…, dynamizing the territory and stimulating tourist activity knowledge...[and] preserving landscapes and biodiversity…” (Emilie Vandecandelaere, Filippo Arfini, Giovanni Belletti, and Andrea Marescotti, Linking people, places and products: A guide for promoting quality linked to geographical origin and sustainable Geographical Indications (second edition), FAO 2009-2010: <Linking people, places and products (fao.org)>), it is arguable that GIs can be leveraged to advance the ambitious goal of fostering sustainable development in Jamaica by, inter alia, creating jobs thereby augmenting the local GDP; catalyzing increased tourist activity through experiential tourism that centers Blue Mountain Coffee thereby bolstering the viability and profitability of the local tourism industry; and by promoting marketing and brand protection of GI-designated products, and in particular those that are consumed within the food and music industries--two of Jamaica’s most internationally renowned industries.
Catalyzing increased tourist activity through promotion of experiential tourism
Experiential tourism is described as “…the opposite of mass tourism that traditionally focused on package tours and vacations with low levels of personal involvement…” in that ‘[e]xperiential tourism shows rather than describes…[and] encourages visitors to actively participate in the experience and promotes activities that draw people outdoors, and into cultures and communities…’ (Andra Joefield, A Guide to Experiential Tourism, page 3: <Final-Update-of-Experiential-Tourism.pdf (onecaribbean.org)>). Experiential tourism is said to be important for the Caribbean region because of its potential to:
‘
1. Diversify from the softening Sun, Sand and Sea market [;]
2. Respond to market trends [;]
3. [Provide a] Competitive Advantage [;]
4. Attract more high end, educated, socially, culturally and environmentally conscious travelers [;]
5. Increased length of stay and spending [;]
6. Word of mouth and repeat business [;]
7. Promotes low volume, high value tourism [.]
’
(Judy Karwacki, ‘Haven’t Been Three Done That: How Experiential Tourism is Transforming the Travel Experience’ (2011) as seen in Andra Joefield, A Guide to Experiential Tourism, page 8: <Final-Update-of-Experiential-Tourism.pdf (onecaribbean.org)>)
In its most recent “Country Brand Ranking: Tourism Edition 2024/2025” report, Bloom Consulting—a company which specializes in “Nation Branding, City Branding, and Placemaking, working for countries, regions, and cities since 2003— ranked Jamaica in the top twelve (12) of tourism country brands in the Americas, and in the top fifty-five (55) world-wide (Bloom Consulting, Country Brand Ranking: Tourism Edition 2024/2025 (World Economic Forum 2024):<Bloom_Consulting_Country_Brand_Ranking_Tourism_2024_Finalv2 (bloom-consulting.com)>. Last year, Jamaica’s Minister of Tourism, Edmund Bartlett, rather made the following rather interesting observation about how the concept of experiential tourism applies in the Jamaican context: ‘[i]n tourism we have found that consumption is why we travel. And the consumption patterns are created by the cultural offerings of the various destinations that we go to. And so for Jamaica to be able to attract a very wide demographic of all types of people from all over the world, we must increase the offerings of experiences that we offer in Jamaica’ (Minister Edmund Bartlett as quoted in Caribbean Journal Staff, ‘In Jamaica, Fueling Tourism with Coffee’ (Caribbean Journal, April 2, 2023) [emphasis supplied]: <In Jamaica, Fueling Tourism With Coffee (caribjournal.com)?>).
As one of three registered local GIs, the Blue Mountain Coffee is quite a specimen—not only due to its rich, authentic taste but also for its mass appeal in local, regional and international contexts. Such is the magnitude of this mass appeal that the Government of Jamaica has touted the potential of “coffee tourism”, which features Blue Mountain Coffee as the central attraction, “…in boosting visitor arrivals to the island…” (Mickella Anderson, ‘Minister Bartlett Touts Potential of Coffee Tourism’ (Jamaica Information Service, March 28, 2023): <Minister Bartlett Touts Potential of Coffee Tourism – Jamaica Information Service (jis.gov.jm)>). In support of this thrust towards promoting “coffee tourism” in Jamaica, the Tourism Linkages Network of the Ministry of Tourism launched the Jamaica Blue Mountain Coffee Festival in 2018. The inaugural staging of the Jamaica Blue Mountain Coffee Festival attracted approximately 1100 patrons, and was at that time lauded by Tourism Minister, Edmund Bartlett, for its potential to attract more tourists to Jamaica as well as to “create a value chain to bring jobs and more economic well-being to a larger number of…Jamaican people.” (The Ministry of Tourism, ‘Inaugural Blue Mountain Coffee Festival Draws More Than 1000 People’ (March 26, 2018): <Inaugural Blue Mountain Coffee Festival Draws More than 1000 People | Ministry of Tourism (mot.gov.jm)>).
Unsurprisingly, the “phenomenon” that is Blue Mountain Coffee has fomented increased levels of local coffee production with a reported increase of 5.1 per cent in 2022 when compared to the previous year (Mickella Anderson, ‘Increase in Coffee Production’ (Jamaica Information Service, March 13, 2024): <Increase in Coffee Production – Jamaica Information Service (jis.gov.jm)>. Of note also is the fact that Blue Mountain coffee production increased “from 240,000 boxes in 2021/2022 to 285,000 in 2022/2023”, representing an increase of “over 17 per cent” in that period (Jamaica Observer, ‘JCEA celebrates sixth anniversary of Blue Mountain Coffee Day’ (January 8, 2024): <JCEA celebrates sixth anniversary of Blue Mountain Coffee Day - Jamaica Observer>). At the time of writing, efforts are also 3underway to further increase Blue Mountain Coffee production through the implementation of the Crop Restoration and Establishment Programme (CREP), which has been described as a “forward-thinking initiative aimed at rejuvenating and uplifting the coffee sector.” (Judana Murphy, ‘Coffee Farmers to Be Prioritised—Minister Green’ (Jamaica Information Service, January 10, 2024): <Coffee Farmers to Be Prioritised – Minister Green – Jamaica Information Service (jis.gov.jm)>).
Notably as well, in the French village of Laguiole village, the tourism sector has benefitted from leveraging GIs in practice to attract people to its unique products like the “Laguiole cheese”, the “Aligot”, and animals, specifically its “Aubrac” breed of cows, which is renowned for its “organoleptic quality.” (carIPI, ‘Part 3: Sustainability of Geographical Indications’: <Part 3: Sustainability of Geographical Indications | EU Funded IP Projects (internationalipcooperation.eu)>).
Thus, the Blue Mountain Coffee GI in particular, can promote sustainable development in Jamaica by catalyzing increased tourist interest and activity through the strategic leveraging of the reputational appeal of Blue Mountain Coffee products. Indeed, utilizing the vehicle of experiential tourism which centers Blue Mountain Coffee will enhance the viability and therefore profitability of Jamaica’s tourism industry which will, in turn, advance the goal of promoting sustainable development in Jamaica. It is noteworthy here that the Jamaica Tourist Board (JBT) has already registered “Jamaica” as a trademark in Jamaica. That registration provides an additional layer of protection for “Brand Jamaica”, both from a tourism standpoint as well as from a more general standpoint, thereby increasing its visibility, viability and profitability in regional and global markets. Notwithstanding, this registration of “Jamaica” as a trademark, coupled with the additional layer of branding promotion to be achieved by leveraging the Blue Mountain Coffee GI to bolster Jamaica’s tourism industry will only serve to further strengthen the commercial viability and profitability of “Brand Jamaica” in regional and international markets. This would promote sustainable development in Jamaica given the connections between GIs and “the economic development of regions…” (Chandima Shyamali Tennakoon, ‘The Role of Geographical Indications in Promoting Sustainable Development: Intellectual Property Rights as a Tool for Economic and Cultural Preservation’ 9 (2) EPRA International Journal of Research and Development (February 2024) at page 22) since economic development is an important facilitator of sustainable development.
Job Creation and Increase in local GDP
It cannot be gainsaid that the greater the appeal of GI-designated products to consumers, the greater demand there will be for them, and, in turn, the more human resources will be needed to manufacture them (See Barbara Pick, Intellectual Property and Development: Geographical Indications in Practice (Routledge 2022), page 126). Since GIs can help consumers around the world to identify the origin, quality and reputation of designated products, they have also been shown to influence consumers to pay higher premiums for designated products due to their belief that they will be receiving authentic products from originating countries (carIPI, ‘Part 3: Sustainability of Geographical Indications’: <Part 3: Sustainability of Geographical Indications | EU Funded IP Projects (internationalipcooperation.eu)>).
Quite significantly, in developing countries like Vietnam, GIs have demonstrated their capacity to advance the goal of sustainable development through job creation. In this connection, an important case study is that of the “conical hat from Huế” GI designation that applies to conical hats produced in the Thừa Thiên-Huế Province, and which has the distinction of being the first-ever GI handicraft product in Vietnam in 2010 (Barbara Pick, Intellectual Property and Development: Geographical Indications in Practice, page 90). Prior to the designation of the “conical hat from Huế” GI, the handicraft industry had experienced an economic slowdown that threatened its viability (Barbara Pick, Intellectual Property and Development: Geographical Indications in Practice, at page 88), and therefore undermined job stability. However, following its development and implementation, the “conical hat from Huế” GI was leveraged “…to create stable jobs, increase producers’ incomes and promote the role of women producers” (Barbara Pick, Intellectual Property and Development: Geographical Indications in Practice, page 90 [emphasis supplied]). Moreover, ‘…studies have shown that GIs can enhance the income of small-scale farmers and artisans in developing countries. In the case of products like Champagne or Parmigiano-Reggiano, the reputation and exclusivity conferred by GIs translate into higher market value and increased export potential. This economic growth has a ripple effect on local communities, boosting employment and fostering entrepreneurship…’ (Chandima Shyamali Tennakoon, ‘The Role of Geographical Indications in Promoting Sustainable Development: Intellectual Property Rights as a Tool for Economic and Cultural Preservation’ 9 (2) EPRA International Journal of Research and Development (February 2024) at page 22 [emphasis supplied]).
Local GIs could therefore be leveraged to increase consumer demand for GI-designated products in Jamaica and abroad. This increased consumer demand will likely catalyze greater levels of production of GI-designated products thereby prompting an increased need for human resources in the form of labour, which should lead to the creation of more jobs. This would be especially true in relation to the tourism industry given its status “…as a great contributor in job creation…” (See The Ministry of Tourism, ‘Bartlett upbeat about Jamaica’s Country Brand Ranking in Tourism’, October 17, 2019 [emphasis supplied]: <Bartlett upbeat about Jamaica’s Country Brand Ranking in Tourism | Ministry of Tourism (mot.gov.jm)>). Indeed, “[i]n many cases, the reputation of the GI product enhances the attractivity of the territory for tourism and gastronomy, creating new jobs and promoting investments…” (Food and Agriculture Organization of the United Nations, Using geographical indications to improve sustainability: Lessons learned from 15 years of FAO work on geographical indications (May 2023), page 9 [emphasis supplied]).
Marketing and brand protection
With respect to marketing and brand protection, ‘[a] geographical indication can be used by producers in a specific geographical area as a tool to achieve a competitive advantage in the market...[as]… its use signals to consumers that the product is unique based on one or several characteristics that links that product to its geographical origin.’ (Dr Wendy Hollingsworth and Ms Erica Smith, Development and Strategies and Best Practices for the Development of Geographical Indications (GIS)/Origin Linked Products (OLPS) for Select Products in Cariforum Countries (The Jamaica Jerk Producers’ Association, December 15, 2017), at pages 6-7). That competitive advantage in the market leads to “…higher prices and increased market access for local producers.” (Chandima Shyamali Tennakoon, ‘The Role of Geographical Indications in Promoting Sustainable Development: Intellectual Property Rights as a Tool for Economic and Cultural Preservation’ 9 (2) EPRA International Journal of Research and Development (February 2024) at page 22).
The “Jamaican Jerk” GI is one that can be leveraged to promote sustainable development in Jamaica through the avenue of marketing and brand protection since it can distinguish “Brand Jamaica” as a unique and distinct brand that is associated with high- quality jerk and jerk-related products (including seasonings), enjoys global appeal, and commands respect in local, regional and international markets. Certainly, there is an ever-increasing demand for “Jamaican Jerk” branded products. The antecedents of “Jerk” have been traced back to the Jamaican Maroons who are said to have developed this unique cooking style in an effort to maintain their freedom during the period of enslavement. The historical background to the emergence of “Jerk” has inspired the rather insightful observation that: “Jerk is freedom manifested in food” (Vaughn Stafford Gray, ‘A Brief History of Jamaican Jerk’ (Smithsonian Magazine, December 22, 2020): <A Brief History of Jamaican Jerk | Arts & Culture| Smithsonian Magazine>).
The result of the ever-increasing popularity of and demand of consumers for authentic products representing Jamaican culture and the embodiment of the Jamaican spirit will only complement and bolster the capacity of the “Jamaican Jerk” GI to promote sustainable development in Jamaica when marketed and branded effectively with a view to heightened local, regional and international impact. Without question, through effective marketing and brand development the premium rate attached to the “Jamaican Jerk” products will only increase thereby generating increasing sales value overtime (See AfrIPI-Monique Bagal, Massimo Vittori and Luis Fernando Samper, Manual for Geographical Indications in Africa (Second Edition, European Union Intellectual Property Office, April 2023) at page 10: <Manual for Geographical Indications in Africa_26072021.docx (afripi.org)>).
The Upshot
'Notwithstanding the capacity of local GIs to promote sustainable development in Jamaica through the avenues highlighted above, it is of the utmost importance that targeted and coordinated efforts are made by the relevant stakeholders to strengthen the existing mechanisms for protecting local GIs (with a particular focus on augmenting their efficacy) since the protection of GIs will invariably advance sustainable developmental goals (Barbara Pick, Intellectual Property and Development: Geographical Indications in Practice (Routledge 2022) at page 77). Moreover, whilst registration of local GIs is necessary for protective purposes, ‘[r]egistration…without strategic commercializing initiatives, and a broad-based interest in developing the socio-economic interest of key stakeholders, will likely not produce beneficial results.’ [see Intellectual Property Watch, ‘The Legal Implications of Medicinal Marijuana as a Geographical Indication for Jamaica’ (March 2, 2015)]. As such, the importance of investing additional resources (material, technological, and technical) in marketing and product development for GI-designated products locally cannot be overstated. Equally important will be the need to bolster the existing institutional architecture for maintaining the quality of Jamaican products that benefit from GI designation through an investment of technological and scientific resources necessary to enhance the efficacy of testing, certification and other processes relevant to the administration of local GIs. This is imperative since “[t]he credibility of a GI system also depends on controls, which must ensure the promise made to consumers is respected and the product’s authenticity guaranteed…” (See AfrIPI-Monique Bagal, Massimo Vittori and Luis Fernando Samper, Manual for Geographical Indications in Africa (Second Edition, European Union Intellectual Property Office, April 2023) at page 11: <Manual for Geographical Indications in Africa_26072021.docx (afripi.org)>).
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