MILAN – The World Intellectual Property Organization (WIPO) presents a two-day conference on how to add value to coffee production through branding and other intellectual property tools. The event will show how IP can help unleash the potential of specialty coffee in the Asia Pacific region. The Asia and Pacific (APAC) countries are underrepresented in the highest value and fastest-growing consumer markets, with millions of regional smallholder producers at a disadvantage in direct competition with large coffee agribusiness exporters.
Representatives of governments, intermediaries, coffee associations, nongovernmental organizations, international organizations, donor agencies, as well as private sector businesses are invited to the virtual conference to explore opportunities offered by intellectual property in coffee production and marketing.
The two-day program will reveal coffee’s untapped potential in the Asia and Pacific (APAC) region with coffee industry experts, private stakeholders, and development professionals.
The global market for coffee consumption has matured in recent decades, creating niche segments offering price premiums for uniquely desirable characteristics. Terroir, good agricultural practices, certifications, branding, trademarks, geographic indications, traceability systems, and unique patented processes all contribute to value addition in a thriving differentiated, or “specialty,” segment of the coffee trade.
APAC coffee policy has historically prioritized productivity improvements to gain market share, with less emphasis on differentiation to increase value. In recent years, this has led to an underrepresentation of APAC coffees in the highest value and fastest-growing consumer markets.
Furthermore, concentration on high volume commodity exports places millions of regional smallholder producers at a disadvantage in direct competition with comparatively few large and efficient coffee agribusinesses exporters in Brazil, the world’s largest coffee producer.
The panel will present thought-provoking ideas, strategies, and case studies from around the world. Participants will leave these sessions with a better understanding of global coffee market dynamics and how to better position themselves to take advantage of emerging opportunities and earn more from coffee production using intellectual property.
Participants will have the opportunity to engage the experts after the conference and explore possible initiatives with WIPO.
Moderator: Andrew Hetzel, Coffee Adviser to WIPO
Speakers:
Andrew Ong, Director, Division for Asia and Pacific, WIPO
Carsten Fink, Chief Economist, IP and Innovation Ecosystems Sector, WIPO
Luis Samper, International Consultant, 4.0 Brands
Blanca Castro, Chapter Relations Director, International Women’s Coffee Alliance
Darrin Daniel, Executive Director, Alliance for Coffee Excellence
Mario Fernandez-Alduenda, Technical Officer, Specialty Coffee Association
Molly Harriss Olsen, CEO, Fairtrade Australia and New Zealand
Pacita Juan, Co-Chair, Philippine Coffee Board
Sara Morrocchi, Founder and Consultant, VUNA Origin Consulting
Stephen Hurst, Managing Director and Founder, Mercanta
Kraig Kraft, Asia & Africa Director, World Coffee Research
Stephane Passeri, Geographical Indications Expert and Consultant to FAO
Giulio Zanetti, IP Attorney, Adjunct Professor, and Consultant to WIPO
Provisional Program prepared by the International Bureau of WIPO
November 10, 08:00 – 11:00 GMT +7 (Cambodia/Laos/Thailand/Vietnam / ICT)
Nov. 9 – 17:00 GMT -8 (Los Angeles / US PST)
Nov. 9 – 20:00 GMT -5 (New York / US EST)
Nov. 10 – 03:00 GMT +1 (Geneva / CET)
Nov. 10 – 10:00 GMT +9 (Japan/Korea/Timor-Leste)
Nov. 10 – Noon GMT +11 (Sydney / AEDT)
November 11, 14:00 – 17:00 GMT +7 (Cambodia/Laos/Thailand/Vietnam / ICT)
Nov. 10 – 23:00 GMT -8 (Los Angeles / US PST)
Nov. 11 – 02:00 GMT -5 (New York / US EST)
Nov. 11 – 08:00 GMT +1 (Geneva / CET)
Nov. 11 – 16:00 GMT +9 (Japan/Korea/Timor-Leste)
Nov. 11 – 18:00 GMT +11 (Sydney / AEDT)
