Glocal: the geographical indication as a form of protection of traditional knowledge

Abstract

Various movements have sought precisely this way back to many things: traditions, culture, know-how, life as it once was, tastes, reconnection. What can be seen nowadays is a movement in search of origins. This article seeks to tell something of one of the movements that aims to follow one of the paths being traced for that return, drawing the various shapes and faces through which this movement may be analysed. The work was developed in the form of a case study, a method used to support the analysis carried out, which was based on the experience of recovery effected by the Indication of Provenance Vales da Uva Goethe. As results, it is found that the great challenge is to be open to the new, absorbing new trends and adjusting to new concepts and standards, even when what is sought is the recovery of the traditional, without losing its authenticity and its regional character. The protection of this culture, tradition and know-how by means of geographical indications may be a strategy for Brazil, a country with the potential to produce and recover products with an identity of their own and to occupy spaces in the domestic and foreign markets.