South African food producers should emulate countries like Italy and Japan, which legally protect local produce and foods, and market them as premium products.
In an article in Daily Maverick, marketing consultant Timothy Zeelie said Rooibos tea was the only South African product to benefit from Protected Designation of Origin (DOP) status in the European Union (EU).
By contrast, the EU had an online searchable database of more than 5,600 legally protected foods and agricultural products. Italy had more of these products than any other EU country.
“More than 300 Italian food products and 500 Italian wines enjoy protected legal status because of their unique provenance and cultural value. This is a value-creation tactic that delivers significant market share for its industries and builds the reputation of brand Italy as a cultural and agri-food superpower,” Zeelie said.
“From balsamic vinegar and Parmigiano Reggiano to panforte and Parma ham, by carefully controlling the definition, production, provenance and supply of these products, food producers can charge a premium, grow global demand and benefit from the security of knowing that nobody else, by definition, can compete with them.”
Japan had developed a culture of giving fruit as gifts, and this produce was expertly cultivated and farmed for that purpose. This included Yūbari melons that could only be grown in the city of that name.
“These fruits are treated as luxury goods. In May, a pair of Yūbari melons fetched three million yen at the first auction of the season. That’s about R350,000 for a pair of melons.
From square watermelons to white strawberries, the Japanese use culture and novelty to add value to commodities, and as a result, have built a reputation for producing some of the best quality fruit in the world.
Playing catch-up, South Africa had finally promulgated geographical indication regulations for the local market in February 2023. Local food producers could now follow suit and register products as either Protected Designation of Origin (DOP) or Protected Geographical Indication (IGP).
The only product that had since received local certification is Karoo Lamb.
“Why only Karoo Lamb?” Zeelie asked.
“If we looked at our produce through the lens of culture and heritage, could we not add, protect and create new value instead?”
Perhaps a South African spanspek could become “more than a mere melon”. Perhaps South Africa should create and protect local variations of biltong.
“What about Grabouw boerewors? Karringmelk beskuit? Amasi? Umqombothi? There already exist regional variations of the koeksister. Why not develop, protect and promote them?”
South African culture and heritage were valuable. Local communities and local food producers should take advantage of the new legislative framework.
“With a little proactive collaboration from the government (take note ministers John Steenhuisen, Parks Tau and Gayton McKenzie), and food producers working together as consortia, South Africa can use the one thing it has in spades — culture — to start generating economic opportunities,” Zeelie said.
