Geographical Indicators (GIs) are vitally important to the British and European business. The name and origin of certain products provides assurances of quality and adds value to the item. A mutual recognition by both the US and the EU of existing GI’s is vital in ensuring business’ are best served by TTIP.
For instance with cheese it is important that current EU regulation remains in place and is recognised in the US. That Stilton Cheese remains an East Midlands product only, with current regulation ensuring it can only be made in Derbyshire, Leicestershire of Nottinghamshire. A mutual respect for these GIs allows for authentic products to enter a transatlantic market without being undermined by a cheaper imposter.