WIPO, in cooperation with the National Institute of Industrial Property of Chile (INAPI), organized a three-day technical program on certification marks for stakeholders of the Magallanes wool industry in Punta Arenas, Chile, from April 15 to 17, 2026, with the support of the Japan Patent Office (JPO) through the Funds-in-Trust Japan Industrial Property Global.
(Photo credit: Alejandro Arcos)
Advancing Regional Identity Through Branding and Certification
The Magallanes region of southern Chile is one of South America’s most significant sheep wool production areas. As international markets increasingly value origin, quality, and sustainability, local producers are seeking effective ways to differentiate their wool and wool-based products. Against this backdrop, the three-day program brought together more than 30 representatives from across the wool value chain, including livestock owners’ associations, artisan wool weavers’ groups, regional technical and agricultural institutions, academia, and public authorities. Participants explored how certification marks can help strengthen quality assurance, traceability, market positioning, and regional identity.
The event was opened by Mr. Esteban Figueroa, Director General of INAPI-Chile, and Mr. Jorge Flies, Governor of the Magallanes and Chilean Antarctica Region. They emphasized the importance of the branding strategy as a potential model for broader regional branding and highlighted both the strategic importance of the wool sector and the growing recognition of IP as a tool for differentiation and competitiveness.
(Photo credit: Alejandro Arcos)
Building Shared Understanding Across the Wool Value Chain
Over two days of technical discussions, participants examined the legal and strategic foundations of certification marks, including how they differ from individual and collective marks, and reviewed national and international legal frameworks and comparative examples from agro-industrial and textile sectors.
The sessions also created space for practical dialogue on the future certification system for Magallanes wool. Stakeholders worked together to define preliminary elements of the system, including:
- the scope of certification;
- quality, origin, sustainability, and traceability criteria;
- governance and coordination mechanisms;
- verification and audit processes; and
- implementation options covering both raw wool and value-added textile products.
By the end of the discussions, stakeholders had reached a preliminary shared understanding of certification marks as a strategic branding and market-positioning tool, while also strengthening coordination among producers, artisan groups, and public institutions.
(Photo credit: Alejandro Arcos)
Practical Insights Through Field Visits
On April 17, participants took part in a field visit across different points of the wool value chain. The program included visits to a local estancia, where participants observed sheep farming and wool handling practices, and to INIA Kampenaike, where they learned about applied research on genetic improvement, fiber quality, and sustainable production.
The visit concluded at a local artisanal store showcasing value-added wool products and market positioning strategies. These visits helped connect the technical discussions with the practical realities of production and commercialization in the region.
(Photo credit: Alejandro Arcos)
(Photo credit: Alejandro Arcos)
Building Momentum for the Next Stage
The activity received highly positive feedback, with participants valuing the quality of the program, the relevance of the discussions and the opportunity to exchange views across the wool value chain. Many also recognized the project’s potential to strengthen the international positioning of Magallanes wool and deepen understanding of intellectual property tools such as trademarks and certification marks. The project will continue to support the community in establishing the certification system, including its governance structure and visual identity.
This milestone demonstrated strong local commitment to advancing a shared vision for quality, origin and sustainability in the sector. WIPO remains committed to supporting this process in cooperation with INAPI and regional stakeholders, helping unlock the value of intellectual property for the benefit of local producers, artisans and the wider regional economy.