Landmark EU-China trade deal set to boost iconic food brands
Quan Chenchen
Europe;France
04:23

 

A surge in demand for some of Europe and China's most famous food brands is expected, after the signing of the latest EU China trade deal. 

The new EU China GI Agreement gives protected status to the exports of some of Europe's most iconic food brands, such as French Champagne and Italian Parma ham.

Likewise, 100 Chinese food and drink products will enjoy the same status when they hit the shelves of European supermarkets next year, including Pu'er Tea from southwest China and speciality Yantai apples from China's east coast. The "geographical indications" (GI) status aims to identify "the origin and quality, reputation or other characteristics of products," according to the World Trade Organization.

This latest EU-China trade entente hopes to safeguard consumer protection and intellectual property rights, while increasing revenues for producers from both ends of the supply chain, according to trade experts.   

John Clarke, from the European Commission's Agriculture and Rural Development department, told CGTN the deal will help "meet the demand of the growing middle class in China for European food and drink products". 

Expansion of the agreement to cover to an additional 175 products is expected within four years. It is "the icing on a cake," added Mr Clarke, and "the first step in a broader geopolitical relationship."