Armenian Yogurt Cannot Be Exported to Russia via Georgia; What Solutions Have Been Found?

Armenian-produced yogurt marked as "yogurt" cannot be exported to Russia via Georgia, as Georgia has registered "matzoni" as its geographical indication (GI), similar to how cognac and wine are treated in France. Consequently, Armenian producers have begun exporting to Russia under the label "Armenian Mount Yogurt." In a conversation with Armenpress, officials from the Armenian Ministry of Economy stated that just like the case with cognac and champagne in France, the name "matzoni" is officially recognized in the Republic of Georgia as a geographical indication.

The government has informed dairy producers that the term "yogurt" is confusingly similar to the registered name "matzoni" in Georgia and may cause issues when exporting products under that name through Georgian territory. "Back in 2011, the authorized body for intellectual property in the Republic of Armenia submitted an objection to the registration of the name 'matzoni' to the relevant authorities of the European Union and the Republic of Georgia, arguing that this name is confusingly similar to the name of yogurt produced in Armenia. However, the objection raised has not been taken into account," stated Gayane Antonyan, press secretary of the Ministry of Economy.

She assured that the government is taking steps to clarify the application of geographical indications with their Georgian counterparts. "In this context, the Ministry of Economy has initiated legislative changes concerning geographical indications in Armenian law, which will enable the competent state authority in the agricultural sector to register geographical indications in its name, in contrast to the current regulation whereby only producers can register geographical indications. The legal amendment will allow the name 'yogurt' to be registered in Armenia as a geographical indication. However, products under this name can only be exported through Georgia after signing an agreement on mutual recognition and protection of geographical indications with the Republic of Georgia," Antonian conveyed.

She also added that the issue of mutual recognition and protection of geographical indications was discussed at a session of the Armenian-Georgian intergovernmental commission. The provisions of the agreement and the lists of geographical indications registered in both countries will be discussed shortly within a working group established for this purpose.

The company "Mariana" exports yogurt to the Russian market. Since September-October 2021, instead of marking its product as "yogurt," the company has used the label "Armenian Mount Yogurt" for exports. "This change is due to Georgia's ban on allowing products labeled as 'yogurt' to enter their territory, even in transit. In August-September 2021, our product was detained at the customs checkpoint, and they said they would not allow it. At that time, with the intervention of the Minister of Economy, they permitted that shipment to be exported, but we later changed the name. We organized the transition and the change very quickly," said Kristina Karapetyan, the company’s deputy director for quality, adding that from the Russian side, there have been no obstacles related to the name 'yogurt,' but since export from Armenia to Russia is conducted through Georgia, issues arise regarding the labeling.

According to her, "Armenian Mount Yogurt" was chosen as the most similar name to use. Consumers in Russia are already familiar with this design. Karapetyan noted that Georgia had registered the geographical indication many years ago, but it has not imposed requirements, bans, or obstacles until recently. When asked if this could impact sales volume in Russia or cause problems, she responded that many inquiries arise about how it seems to be a different product with the same design. "However, we have representatives who inform the stores about the meaning of this change so that consumers understand that this is the same yogurt. The problem is that it is Armenian yogurt; why should we not be able to present it with that name? We have also been forced to order new printing, which is also related to financial expenses," she explained. The company has only changed the name for the exported batch of yogurt, while it will continue to sell it under the same label in the local market.