1. Presented by Dalma Browne
Increase Export Value of Origin –Based Products through IP and Branding
Presented by Dalma Browne
26th April, 2013
South Korea

2. Background
I am involved in pineapple production which contributes to increase export value of pineapple through IP and branding.
The Antigua Black pineapple is the main cultivar grown. Efforts are currently being made to have this variety branded and protected. It is ‘touted’ as the sweetest pineapple in the world and it is the national fruit and symbol of the country and is on the National Coat of Arms.

3. Pineapple production
Pineapple is best grown on the southern part of the island and the preferred soil type for production is volcanic soil with a pH of 6.
Current acreages under cultivation is acres and approximately 200 tons of fresh fruit are produced annually.
Pineapple is produced by local farmers, Government owned Agricultural Station and the Antigua and Barbuda Development Bank.
Fruits are sold locally and efforts are being made to explore the export of fruits, talks have been on going with the Norwegians.

4. Challenges
Inconsistent supply and availability of suckers (planting materials) to ensure steady production.
Unavailability of lands with suitable soil type to cater for the expansion of production.
The lack of a good drainage system to overcome the effects of seasonal heavy rains. 

5. Key Opportunities
The crop can avail to mechanisation of all operations, hence reduced manual labour costs.
Increasing consumer awareness on health benefits of the fruit and its byproducts.
Farmers can negotiate financing to sustain a regular income through production and being a member of the local Pineapple Cooperative.
The Cooperative enables the growth initiative of our export product and the enhancement of our Tourism product that will bring visitors to Antigua to see where the sweetest pineapple in the world comes from!

6. Fostering partnership
The Antigua Black Pineapple Cooperative comprise members who are engaged in pineapple production and technicians from the Ministry of Agriculture where meetings are held on a regular basis .
The Cooperative provides direction and guidance to its members in building a strong and efficient management structure, with the right competencies and control mechanisms in place to ensure the business is sustainable.   

7. The Role of IP and branding strategies
IP and branding the Antigua Black Pineapple will enable good business development and strategies: from product development to marketing, and from raising financial resources to exporting or expanding its business through licensing or franchising.
IP and branding will instill trust, confidence and loyalty to the consumers and it markets.
IP will also provide a distinct identity, image and reputation to increase competitiveness.

8. The Role of IP and branding strategies(cont’d)
IP will establish the right and identify ownership of the intellectual creativity which will enable Antigua and Barbuda to profit from the creative endeavour and to exclude others from producing ,selling or using the Antigua Black Pineapple without the necessary authorization.
IP and branding will enhance the value and profitability of production and commercial results of its ownership.

9. Conclusion
It can be concluded that the Antigua Black Pineapple is an important fruit to Antigua and Barbuda. It is therefore necessary that efforts be made to have the fruit branded for protection as soon as possible to prevent any other country from marketing the Antigua Black.