Oscars for Crops: Why GI Tags Are Winning Awards but Losing Farmers🌾🎭

Hey there, I’m Ambika, and welcome to the 4th edition of Jai Jawan Jai Kisan (Hail the Soldier, Hail the Farmer)! 🌱 Buckle up because today, we’re diving into the world of Geographical Indications (GI) tags—basically, the Oscars of the crop world! 🏆

So, flashback to a few years ago, one of my friends was all smug about Mysore Pak (sweet dish prepared in India) getting a GI tag. “It’s our sweet,” he said, like he personally hand-rolled every piece of it. That got me wondering—does the same kind of hype happen when a vegetable gets a GI tag? Do farmers throw a party? Does their bank balance start smiling? Or is it just, you know, meh? 😒

Fast forward a bit, and I met a farmer growing Mattu Gulla, a fancy brinjal with a GI tag, grown in the coastal belt of India’s Karnataka state. This brinjal was a big deal! It was exported to the UAE, featured at all the fancy events, and basically lived its best vegetable life. Naturally, I thought, “Wow, this farmer must be rolling in cash!”

But nope. Turns out, the GI tag celebration was like a movie trailer with no blockbuster. The farmer told me, quite bluntly, that no government support came their way. The struggles? Same as anyone growing plain ol' brinjal. It felt like someone gave the crop a gold medal and forgot to mention there’s no prize money. 🥲

This brings to the reality of Geographical Indications (GI) Tag and it’s dark realities.

The implications of Geographical Indications (GI) on farmers in India and the African subcontinent present a complex narrative, one filled with opportunities and challenges. While GI tags are intended to enhance market access and improve income for farmers by protecting unique regional products, many farmers continue to struggle despite these benefits. In today’s edition I will take you through the implications of GI tags, focusing on five specific crops that showcase these struggles:

1. Alphonso Mango

2. Nagpur Orange

3. Darjeeling Tea

4. Ethiopian Coffee (Sidamo)

5. Kola Nut

Understanding Geographical Indications

Geographical Indications are labels that signify a product's origin and the unique qualities or reputation associated with that location. In India, the GI Act of 1999 provides legal protection to these products, allowing farmers to differentiate their goods in a competitive market. Similarly, in Africa, GI tags can help small-scale farmers access niche markets where consumers are willing to pay a premium for quality products linked to specific regions. However, the effectiveness of GI tags is often undermined by various challenges that prevent farmers from fully capitalizing on their potential benefits.

Crops Struggling Despite GI Tags

1. Alphonso Mango (Hapus) - India

Despite being awarded a GI tag in 2018, Alphonso mango farmers face significant challenges due to rampant adulteration. Cheaper mango varieties are often sold as Hapus, leading to consumer confusion and diminished trust in the product's authenticity. The lack of stringent enforcement of quality standards exacerbates this issue, resulting in lower prices for genuine producers and impacting their income.

2. Nagpur Orange - India

Nagpur oranges have been recognized with a GI tag since 2018; however, farmers are struggling with fluctuating market prices and oversupply. The presence of competing citrus fruits further complicates their market position. As a result, despite the potential for higher earnings associated with the GI tag, many farmers receive inadequate compensation for their produce.

3. Darjeeling Tea - India

Darjeeling tea is globally renowned and received its GI tag in 2004. However, growers face intense competition from cheaper teas marketed under similar names. The lack of effective marketing strategies and consumer awareness about the distinct qualities of Darjeeling tea hinder farmers from benefiting fully from their GI status, leading to financial instability.

4. Ethiopian Coffee (Sidamo) - Africa

Sidamo coffee has been granted a GI tag; nevertheless, coffee farmers encounter persistent issues related to low prices and limited market access. The coffee industry is dominated by larger players who benefit from economies of scale, making it challenging for smallholder farmers to compete effectively. As a result, many Sidamo coffee producers struggle to earn a fair income despite the recognition provided by the GI tag.

5. Kola Nut - Nigeria

Although kola nuts hold cultural significance and are recognized locally, they lack an official GI registration yet are often associated with traditional practices. Farmers producing kola nuts face challenges such as poor infrastructure and limited market access. The absence of adequate awareness regarding the product's value prevents them from capitalizing on potential premium pricing associated with its unique cultural heritage.

Ouch.. That’s So Depressing… But Wait… Here’s More

The struggles faced by these crops despite having GI tags raise several concerning issues:

Economic Viability: The inability of farmers to secure fair prices undermines the economic viability of their operations, leading to increased poverty levels among agricultural communities. Despite their GI tag, Alphonso mango farmers earn as little as ₹20–₹30 per kg during an abundance in supply, while middlemen sell them for ₹300–₹400 per kg in urban markets. This gap erodes the financial viability for farmers, leaving them stuck in poverty cycles.

Market Confusion: Adulteration and misrepresentation dilute the value of genuine products, causing consumer distrust and reducing overall demand for authentic GI-tagged goods. For instance, oranges from other regions are often mislabeled, affecting the reputation of genuine Nagpur Oranges. This misrepresentation reduces the market demand for authentic produce, causing farmers to lose up to 30% of potential revenue.

Sustainability Challenges: Farmers may resort to unsustainable practices in response to financial pressures, jeopardizing long-term agricultural sustainability and environmental health. Known for its rich flavor and heritage, Ethiopian coffee farmers often resort to over-farming and monocropping to meet global demand. The lack of fair compensation means farmers are forced to exploit their land, resulting in soil degradation and loss of biodiversity. This endangers long-term sustainability and the ecosystem.

Loss of Cultural Heritage: The failure to effectively leverage GI tags diminishes the cultural significance associated with traditional crops, threatening local customs and practices tied to agriculture. Traditionally used in cultural rituals and ceremonies, the Kola Nut has deep significance in African heritage. Despite its GI tag, poor promotion and commercialization have caused a decline in its cultural and economic value. Younger generations are moving away from kola farming, threatening the preservation of this cultural legacy.

Policy Gaps: The lack of comprehensive support systems from governments—such as training programs on quality control and marketing strategies—limits farmers' ability to overcome competitive markets effectively. While Darjeeling Tea has global recognition, farmers face a lack of government support in marketing and quality control. A study revealed that almost 50% of Darjeeling Tea sold globally is counterfeit, as the region produces about 10 million kg annually, but over 40 million kg is sold under the name. Without robust policies and enforcement, the GI tag fails to protect the farmers’ interests or ensure fair pricing.

So, What’s The Solution? 😟

By making thoughtful choices, spreading awareness, and advocating for better systems, ordinary people like you and me can create a positive impact on the livelihoods of farmers and ensure the preservation of GI-tagged crops for future generations.

1. Buy fruits or crops with GI tag from local farmer markets or from certified farmer cooperatives rather than relying on e-commerce vendors.

2. Look for certified GI tags to avoid counterfeit products.

3. If possible, partner with local farmer cooperatives and help them in marketing their products D2C. Try building a local subscription programme with farmers in your area to deliver the products directly to your doorstep.

4. Accept the fact that genuine GI tag products from farmers may seem costly sometimes but it’s worth the money as you are directly helping a farmer to sustain the food security of that region.

5. Write to local representatives or sign petitions demanding better support for GI-tagged products, including subsidies, marketing assistance, and stricter anti-counterfeiting laws. Share and spread word regarding such counterfeit products and help genuine farmers.

6. Visit farms where GI-tagged crops are grown to learn about the process and directly support the farmers through agritourism. Involve children from young age to visit farms and learn the cultural significance behind local crops.

7. Support products that add value to raw crops, such as jams, teas, or packaged goods made from GI-tagged produce.

Always remember

"Each time you choose to support a farmer, you’re not just buying food—you’re nurturing a tradition, preserving the planet, and sowing the seeds of a better future for all." 🌱

That’s it for this edition. I’d love to hear your thoughts—what inspired you the most? Hit reply or share your favorite takeaway!

Looking forward to connecting with you all again next Thursday. Until then, keep championing sustainability and resilience in all that you do. 🌟