Rice and... DOs

Last week the Mexican State of Morelos submitted an application for the Denomination of Origin (DO) of ‘Arroz Morelos’. The event was attended by Dr. José Rodrigo Roque Diaz, Director General of the Mexican Institute of Industrial Property (IMPI), the Governor of the State of Morelos, and others state officials, federal and municipal, as well as the representative of the rice at national level and also representatives of producers and representatives of rice mills in the Morelos State.

A DO indicates a geographical origin, natural features and human factors involved in a product. Therefore, same qualities that make the product unique and distinctive are presented and thus, endorsed by the DO. According to the report brought by IMPI, DOs contribute to the competitiveness of enterprises, it is an excellent tool for promotion and public relations for the establishment and consolidation of so-called "country brand". It continues, “they not only provide a legal framework to defend and protect the product against imitators, but also ensure that consumer demand identity and at the same time, raise the cost of goods that producers offer.”

Nationally, the State of Morelos ranks first in performance with 10 tons of rice per hectare. Currently, Mexico has 13 DOs.