From Special to Successful – Geographical Indications as a Sales Advantage -webinar attracted almost 70 participants in June

The first GIFT cross-border webinar was held on 3 June 2025 in collaboration with the National Food Agency of Finland. The first part of the webinar was in English, and the second part in Finnish due to the panel discussion.

A geographical indication (GI) tells the story of a product’s origin and quality. It signifies that the product is special. The aim of the webinar was to discuss how the GI label can be turned into a sales advantage that also adds value for tourism and restaurant entrepreneurs.

In the webinar, Director Lionel Lalagüe from Cognac BNIC and Managing Director Massimo Vittori from oriGIn gave presentations and explained how to build an internationally recognized brand using GI. Both Lionel Lalagüe and Massimo Vittori emphasized the importance of networking and the use of cooperation networks, both domestic and international, that emerge through GIs. Mr. Lalagüe also pointed out that Cognac producers do not forget or take their home country for granted in their marketing; France therefore has its own dedicated promotion campaigns.

The panel discussion (in Finnish) featured producers of Finnish GI products as well as a representative of the tourism and hospitality sector. The purpose of the panel was to explore in depth how domestic GI products can best be utilized in tourism and restaurants. The shared conclusion was that Finnish GI-protected products, currently 16 in total, are not sufficiently well known. As a result, they are not being incorporated into menus or otherwise used in marketing. There is still much work to be done.

The webinar was co-organized with the project Erityiseksi todettu (“Certified Special”), funded by the Ministry of Agriculture and Forestry of Finland. It attracted 66 participants online. 

Webinar programme, Tue June 3^rd 2025, 1-3 pm (EET)

Welcome
Ms. Marjo Särkkä, Senior planning officer, Ruralia Institute, University of Helsinki

How to turn geographical indication products into success stories? – International experiences
Mr. Lionel Lalagüe, Director, Cognac BNIC
Mr. Massimo Vittori, Managing director, oriGIn

Panel discussion: How to maximize the benefits of geographical indication products in domestic tourism and the restaurant sector?
Ms Pauliina Kovanen, 1st vice chair, Suonenjoen seudun marjanviljelijöiden yhditys, Suonenjoen mansikka (PGI) producer
Ms. Maria Karpathakis, Karjalanpiirakka (TSG) producer, Kotileipomo Sorsa Oy
Ms. Suvituulia Brohez, International Sales Coordinator, Mikkeli Development Company MikseiMikkeli
Mr. Tero Mäntykangas, Head chef, Lapland Hotels chain

Summary of the webinar
Ms. Jertta de Mazières, Ministerial adviser, Ministry of Agriculture and Forestry