‘Don’t just come and say we must get a GI – Barbados Today

November 9, 2021 News Editor

The state export promotion agency has challenged the nation’s rum producers to use science rather than “historical value and sentiments” as Government develops a potentially lucrative geographical indication (GI) for Barbados rum.

Responding to accusations of Government foot-dragging, Chief Executive Officer of Export Barbados, Mark Hill, declared that the GI that is being developed for Barbados rum is being done using a scientific approach and will not be rushed.

Last week, three major rum producers said the delay in putting the GI in place is costing the island valuable foreign exchange because others are using the ‘Barbados rum’ brand.

Hill told Barbados TODAY the GI required a lot more than just historical value and sentiments and called for a wide range of specific qualities that would allow even microbreweries to benefit for years to come.

“So what we are trying to do is to create a framework that would drive innovation for the rum and fermentation industry while at the same time protecting the Barbados rum legacy, and to do that we need science,” said Hill.

“So let’s boost the standard not just the taste and flavour profile, but let’s boost the science behind our rum industry. Let’s get that right. While we appreciate the historical legacy, the truth is that the future manufacturers of rum, including micro breweries, need a clear scientific roadmap to grow their future market and future industry.”

Hill also said putting a GI in place required sustainability practices to be examined while rum producers come up with clear strategies for growing exports.

“Export Barbados roots and makes its decisions based on data,” said Hill. “We use scientific data to make our decisions and we will not be rushed. Our stuff has to be sound so there is scientific credibility to everything that we are saying.”

Hill did not give a timeline for when the GI could possibly be ready.

Stressing that he has only been at the helm of Export Barbados (BIDC) for the past seven months while the GI process started over a decade ago, Hill said that agency was in the process of hiring a bio-technician to carry out the necessary scientific study to inform the GI.

“At the end of the day it is about global sales and having the science to back your global sales, the science that supports your standards and your qualities,” he said.

A GI is a sign that specifies that a project originated from a particular place. The qualities, characteristics or reputation of the product depends on the place of origin of the product. It outlines several specifications.

Pointing out that meetings have been held with the rum producers who are involved in export and they were aware of the scientific process that was being employed, Hill told Barbados TODAY the process would involve “a biotech analysis of all rums in Barbados so that we can identify the biomarkers of our particular uniqueness as an island so that the GI is really grounded in our geography”.

This relates to the water, the ageing process, the products used in the process and the particular processes used in the rum production.

“So you can’t be saying you want rum to be analysed for health and safety but you don’t want it analysed for its biomarkers,” said Hill. “Biomarkers are an important part of the industry and a very sound scientific-based GI that is rooted in sound biotech analysis is a stronger GI than simply saying geographic indicators because this is not just a trademark.

“What the geographic indicator means is that the rum is unique to that particular destination. Therefore, you can’t say you want a GI without science,

“So what else geographically constitutes this thing that you are calling Barbados rum, what makes it Bajan? It is biotechnology that will have to solve that.”

Hill stressed that the GI should benefit all players in the market including microbreweries that fall within tier five of the tier system of annual exports.

Tier one includes companies making over $20 million (US$10 million) in exports annually such as the iconic Mount Gay Distilleries Ltd. and West Indies Rum Distillery Ltd.

Tier two includes companies making over $10 million (US$5 million) per year in exports. Those earning between $2 million (US$1 million) and $`0 million ($5million) fall within tier three and tier four are those distillers earning between $1 million (US$500,000) and $2 (US$1 million). Firms that earn less than $1 million (US$500,000) in annual exports fall into tier five.

Hill said: “So we have some of those manufacturers in there who fall into tier five and are exporting less than US$500,000 in output. So when we frame out a GI we want a GI that benefits not only the large manufacturers, but we want a GI that benefits also small and microbreweries that are emerging to boost the Barbados rum brand.

“So that is the framework. We are framing this thing under the life sciences and that has been communicated with each of them, and we are going about the GI from a scientific perspective, not from a historical perspective.”

Hill said that the GI alone won’t result in a windfall for Barbados as he urged the distillers to come up with strategies to boost rum exports, which currently earn around $80 million (US$40 million) annually.

He said he also wants to see more rum-makers creating job opportunities for the more than 1,000 students here who graduate from university annually with degrees in biochemistry, chemistry and biology, as part of a sustainable model.

The BIDC chief told Barbados TODAY: “The GI would only contribute, from our analysis, maybe a 15 per cent bump in export expansion. What we do need to see from the rum producers is a clear export expansion plan to get rum exports past US$500 million. Even getting us past US$100 million, what is the pathway, what is the plan? It simply cannot be a GI.

“The plan also has to take into account what are your distribution channels, how do you plan to improve your global sales, what is your marketing network out there? Let’s say the GI is a carriage on the train you still need to have your tracks. So what are your global distribution tracks?

“So what we want to hear from the local guys is how they plan to boost their global distribution and boost their global sales. So don’t just come and say ‘we must get a GI’.
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