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Europe Unveiled: A Feast for All the Senses

A journey through the Continent’s Geographical Indications

Europe is a captivating blend of art, history, culture, and natural beauty. From the architectural wonders of Paris and Vienna to the tranquil beauty of Scandinavia’s landscapes, every experience for visitors and locals is deeply enriched by the unique offerings of each region. Beyond iconic landmarks and scenery, Europe boasts an array of authentic food, spirits and wine, many of which are labelled by geographical indications (GIs). Serving as a certification of quality and origin, GIs provide a deeper understanding of the European experience. Whether savouring Camembert de Normandie in the French countryside, tasting Rioja wine in Spain or indulging in Lübecker Marzipan in Germany, GIs add an extra layer of authenticity to your journey, making it unforgettable for you and your senses.

A Taste of Authentic Europe

Exploring Europe offers a taste of the world’s most unique culinary traditions. Geographical indications attest to the origin and a given quality or characteristic of a product and invite you to discover the diverse landscapes and histories they hail from. Let us dive into the distinct flavours and stories behind some of Europe’s iconic GIs.

France: Camembert de Normandie

Normandy, France, is perhaps best known for the D-Day landings during World War II, the birthplace of Impressionism or the breathtaking panorama of the ocean and the cliffs of Étretat. However, also situated in this idyllic region is the charming village of Camembert, where the iconic Camembert de Normandie cheese reigns supreme. Originating in 1791 and a creation of Marie Harel, this creamy, earthy delight is a manifestation of the region’s heritage. Camembert is not merely a cheese; it embodies French culture and pride and is protected as a geographical indication.

There are many reasons to visit, including vast pastoral landscapes where cows graze and ultimately contribute their raw milk exclusively for this authentic Camembert. Visitors can immerse themselves in the art of cheesemaking at local dairies where centuries-old traditions come alive. From specific moulds to bacterial cultures, you could witness firsthand the intricate process that makes this cheese so special. When looking for what to eat following your Camembert first course, note that the region is also a seafood haven, with its 600 km coastline offering shellfish, clams, and oysters, as well as a meat lover’s paradise from local duck to salt-marsh lamb.

Germany: Lübecker Marzipan

Nestled between the Trave River and the Baltic Sea, Lübeck – affectionately referred to as the ‘Queen of the Hanseatic League’ – is a UNESCO World Heritage Site that attracts history buffs, art lovers, water activity enthusiasts and gastronomic adventurers. Overlooking its historic port you can take in the impressive skyline, decorated by seven church steeples, which house a rich trove of Gothic architecture. To capture the city’s art and architectural wonders, consider taking a ‘sketching walk’ guided by local experts. Beyond the bricks and spires lies Lübeck’s gastronomic jewel: marzipan. This is not just any almond paste; this is Lübecker Marzipan, a protected geographical indication. With its generous almond-to-sugar ratio, it sets Germany apart in the world of sweets. Particularly delightful during Christmas time or at local celebrations, you will find this treat moulded and hand-painted into intricate creations. Wander through the cobbled streets to discover shops overflowing with marzipan delights, and for the curious, there are workshops that delve into its history and artful crafting.

The Significance of GIs Beyond the Plate

GIs are not just markers of origin, quality and authenticity; they help preserve Europe’s diverse culture, heritage and history. These labels also carry an economic weight, underlined by the GI sector’s EUR 77 billion value and contribution to 15% of the EU’s total food and drink exports. In rural areas, GIs offer a lifeline as they create sustainable economies by driving demand for locally produced items. Products carrying the GI tag often command premium prices, leading to higher profit margins for producers. This economic stability helps combat rural depopulation and continues traditional practices. Also, it is worth noting that the prominence of GIs can foster a greater sense of community as farmers, producers, artisans and merchants are often brought together in collaborative initiatives. These communal ventures increase production quality and contribute to local networking and knowledge-sharing.

Additionally, many products bearing GIs adopt eco-friendly production methods, reducing pollutants and contributing to a healthier environment. So, when you choose a product with a GI label, you are supporting a system that elevates cultural preservation, boosts economies, and champions sustainability.

Tourism and GIs: An Intertwined Relationship

Europe's appeal lies not only in its celebrated art, striking architecture, and intricate history but also in the unique angle provided by geographical indications. For travellers who crave more than the usual tourist sites, a European journey becomes a multi-sensory experience through the lens of GIs. Tasting a GI product isn’t only about flavours, it can uncover the story behind it, like the connection between the wine and the vines that grow in the background. This tie between product and place makes travel more personal and a unique experience.

Regions renowned for their GIs see a steady stream of tourists eager to partake in this authentic experience, so the economic significance is palpable. From vineyard tours in France to marzipan workshops in Germany, the tourism sector sees a boost from these unique offerings. Regions capitalise on their GI products, building entire festivals, tours, and experiences around them, bolstering local businesses and hospitality sectors. Moreover, GIs serve as a marker for sustainable tourism. Travellers are more conscientious nowadays, seeking experiences that are eco-friendly and more sustainable, so GI products, with their emphasis on traditional and often eco-friendly methods of production, align perfectly with this ethos.

Southeast Asian GIs and the EU

The European Union’s commitment to GIs is not limited to its own territories. Recognising the richness of Southeast Asia’s traditional products, the EU provides the same level of protection to GIs from this region as it does to those within its own boundaries. There are 54 Southeast Asian GIs that are recognised within European borders through trade agreements and direct applications in the EU. This recognition is more than a trade relationship; it is a testament to cultural understanding and shared respect. Just as Southeast Asian consumers enjoy authentic European GIs, European tables are graced by the unique flavours of Southeast Asia, marking a global appreciation for genuine, quality products. These ties are a concrete example of international collaboration, serving to enrich the culinary and artisanal landscapes of both areas.

Where Nature Meets Culture

GIs combine the best of nature and culture, whereby traditional know-how transforms what nature has to offer into delightful products of excellent quality. These items have an economic ripple effect: by visiting production areas and supporting products bearing names that are protected as GIs, we fuel the sustainable development of rural areas, securing livelihoods and preserving traditional skills and know-how.

This successful model, where GIs boost both tourism and local economies, offers a template for how countries across the globe can integrate cultural preservation and economic growth. So, the next time you dream of a getaway in Europe or elsewhere, or consider what to add to your shopping cart, remember that these choices hold power and an opportunity to invest in quality, authenticity, and economic sustainability, both near and far.


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