Madagascar Embraces Geographical Indications to Protect Local Products

Like many countries around the world, Madagascar is navigating the challenges of globalization and the increasing competition in international trade. In response, a new initiative backed by local stakeholders and the Ministry of Industrialization and Trade aims to better protect and promote around 30 artisanal and regional products by registering them under the “Geographical Indication” (GI) label.

Among the products vying for this status are the fragrant “Madame Rose” rice, world-renowned vanilla, wild silk, intricate wood marquetry from Ambositra, and the fruity cacao of the Sambirano Valley.

Unique Cacao from the Sambirano Valley

In the lush, humid undergrowth of northern Madagascar’s Sambirano Valley, brightly colored cacao pods grow in abundance. Inside are beans with a distinctive flavor profile—one that could soon be safeguarded under the GI label.

Philippe Pédelahore, an agroeconomist at the French Agricultural Research Centre for International Development (CIRAD), explained the value of GI for the region’s cacao: “The GI label helps protect the reputation of Sambirano cacao by requiring all stakeholders to adhere to a strict set of production standards. These rules ensure the preservation of traditional quality and, through traceability and oversight, confirm that the product originates exclusively from the Sambirano region.”

A Better Position for Local Producers

The GI designation is designed to reassure buyers—traders, exporters, importers, and end consumers alike—about both the quality and the provenance of products like “Cacao de Sambirano” chocolate bars.

“Of course, this entails additional work for growers, as they must comply with a formal control system,” said Pédelahore. “But the label carries weight and value because consumers gain confidence in the product. This can lead to higher net profits not only for farmers but also for other players in the supply chain, including processors and exporters. Importantly, because producers themselves define the production specifications, they are often in a stronger position than before. This shift typically results in a larger share of the profits going back to them.”

Not a Cure-All Solution

While GI can bring substantial benefits, it is not without its limitations. In Cameroon, for example, the price of Penja pepper quadrupled within a decade following its GI certification in 2013. However, Pédelahore cautions that GI status is “not a magic wand.” The designation has not always guaranteed market access or sustained premium pricing. For instance, exports of Guinea’s Ziama Macenta coffee sharply declined soon after it was awarded GI status.

In Madagascar, proponents of the GI initiative are pushing for legislative support. A proposed law that would streamline the registration process for interested artisans is expected to be reviewed during the upcoming parliamentary session in May. Advocates hope this will accelerate the formal recognition of Madagascar’s unique regional products on the global stage.