Author(s): Brian Kipkoech, Vlad llie Isarie

Abstract: Product recognition is one of the key issues that aid in promoting and protecting its reputation based on the attributable properties possessed by the product. The geographical indication is a pillar that has been developed to protect the uniqueness of these products (its production, know-how and origin). In Africa, full appreciation of GIs has not been achieved, this is due to lack of knowledge of intellectual property rights, their benefits, frameworks, how to register and protect these products, few products, including the Taita basket, have been registered, but most of the products have the potential to be registered as GI, including sweet potatoes from Gabon, cassava from Ghana, coffee from Kilimanjaro (Musungu 2008). Most African farmers still use traditional methods to cultivate, process and preserve different products. In Kenya, legal protection of products is provided by trademarks, but this system does not protect or increase the value of the products in the market. This case study identifies tea from Kenya, which has been marked as to having a unique taste and quality, based on the agro-geo-climatic situations of the region and also the know-how skills possessed by Kenyan tea farmers. It then discusses the possibility of registering Kenyan Tea using European Quality System as a strategy and its role to Kenyan tea growers.

Keywords: Geographical Indications, Marketing strategy, Quality marks, Protected Geographical Indication.

Article Info: Received: 18 Nov 2021; Received in revised form: 20 Dec 2021; Accepted: 06 Jan 2022; Available online: 13 Jan 2022

DOI: 10.22161/ijels.71.1