E arly in February, the Armenian media reported that Armenian-made products labeled “matsun” cannot be exported to Georgia or Russia through Georgia, since Georgia has registered “matsoni” as its geographical indication (GI), as cognac and whine in France. Some Armenian producers had to use “Armenian mountain yogurt” instead of the name of exported matsun to reach the international market.

The origin of the word “matsun” 

“Matsun” is a native Armenian word, derived from Indo-European mats (mag՛- to mix, to make sticky) root. The “mats” root is used in a number of words, such as yogurt (matsun), glutinous, paste, deck, condensed and so on. Bakar Gigineishvili, prominent Georgian linguist, academician, specialist in Kartvelian and Caucasian languages, noted that the word “matsoni” is not recorded in the old and medieval Georgian inscriptions. Fixed in S. Orbeliani’s explanatory dictionary. According to Hrachya Acharian, “matsoni” is borrowed from Armenian. V. Abaev is also of the same opinion that the Ossetian “matsoni” is borrowed from Georgian and the Georgian from Armenian. 

It should be noted that there are numerous borrowings in Armenian and Georgian languages, which is totally natural of the nations living alongside for centuries. Both linguistic and household borrowings are typical of nations living in the same geographical area.

“Matsoni” as a Georgian intellectual property

Based on the law on the appellation of origin and geographical indication of the goods, “matsoni” has been registered as a geographical indication since 2012. Back 2011, before the final registration, the Armenian side filed a written objection against the registration of the name “matsoni” to the relevant bodies of the European Union and Georgia, arguing that the name is very similar to the Armenian word “matsun”. The Georgian side didn’t accept the objection and added “matsoni” to the list. Until 2021, the Armenian producers could export their products to Russia through Georgia without any problem. After 2021, the Georgian side tightened the application of the law.

Besides the name “matsoni”, the list also includes “suluguni”, “churchkhela”, “chechil”, “Akhalkalaki potato” and many other names. It’s quite unexpected, that in case of potato, the Georgian side stressed that the Akhalkalaki potato is a geographical indication, but in case of “matsun” and others, the products in general.

What does the Armenian side do and what is the problem?

O rbeli Center sent inquires to the RA Ministry of Economy to clarify the issue. According to the representatives of the department, the state has repeatedly urged the dairy and wine producers to register the geographical indication of their products. “There was no consolidation among the producers, they didn’t come to an agreement with each other”, said Kristine Hambaryan, the Acting Head of the Ministry’s Intellectual Property Office, in reply to Orbeli Center’s question.

According to Gayane Antonyan, Press Secretary of the RA Ministry of Economy, the ministry initiated legislative changes in the RA law on geographical indications, which will allow the authorized state body coordinating the agricultural sector to register geographical indications in its name, unlike the current regulations, according to which only producers can record geographical indications.

“One of the changes will allow the state body to register in its name and give the right of use to other producers. The next change was made in in the definition “geographical indication”. The classical definition registered the agricultural products and the food containing the name of the location, place and in some cases the name of the country. For instance, Areni. There is a village and a wine in the same name. Now we have given the name of the place or other indication, where other products, such as “matsun” will be registered under another indication. Georgians also have such a regulation in their law”, noted Kristine Hambaryan, the Acting Head of the Ministry’s Intellectual Property Office.

“The change in law will allow to register the name “matsun” in the Republic of Armenia as a geographical indication. However, the products with the above-mentioned name can be exported to other countries through the territory of Georgia only after the signing of a mutual recognition and protection agreement with Georgia”, clarified Gayane Antonyan, Press Secretary of the RA Ministry of Economy.

Working group has been formed within the framework of the intergovernmental economic commission of the two countries, currently working with Georgian partners to clarify the use of geographical indications. Unless the Armenian side makes legislative changes and registers its products in its own territory, it cannot enter into the stage of signing the agreement.

Georgian “matsoni” vs. Armenian “matsun”

T he topic on the ban of “matsun” became the subject of media coverage in both countries. However, on February 9, 2022 the pro-government Imedi TV station covered the topic with anti-Armenian emphasis.  In the 20:00 program of "Kronika", glass containers with “matsun”, (მაცუნ) written in Georgian and then inscriptions in Armenian letters “Karabakh is Azerbaijan”, “Dolma is also Azerbaijani” were shown on the screen, against the background of the program’s hosts.  

On February 10, Imedi TV’s news service apologized for a technical error during the broadcast of “Georgian Matsoni vs Matsun”. Imedi apologized calling it a technical error, also emphasizing that “the caption on the photo used doesn’t reflect the original”. The news service expressed concern, stating that this section would be removed from all social platforms of the holding. The videos are already removed. The apology was spread in a number of Georgian media.

Later on the same day the Georgian mediachecker.ge referred to Imedi TV station’s publication, passing on the explanations of Irakli Chikhladze, the head of Imedi TV’s information service and of a graphic designer.  

Irakli Chikhladze noted: “If there were no response, I wouldn’t have understood what was written in Armenian. We apologized and removed it from all the sites”.

As for the explanation of the graphic designer, at least it speaks of the incompetence of the given specialist.

"We built the graphics with details taken from the search engine, we wrote on a photo of milk bottles the name "matsun" in Georgian and we wanted to visualize it. So I googled the Armenian text on matsun and downloaded what I came across most often. I did not even know the content, what it meant, since I don’t know the Armenian language. It is my mistake.”

However, when searching for a text on matsun, the search engine never offers texts about Karabakh or dolma.

The Embassy of the Republic of Armenia to Georgia also responded to the topic, noting that the photo used in one of the plots contained problematic and unacceptable inscriptions.

“Regarding the issue, the Embassy of the Republic of Armenia to Georgia immediately contacted the Ministry of Foreign Affairs of Georgia and asked for clarification on the issue”. 

It should be noted that such anti-Armenian incidents have a significant impact on both Armenian and Georgian societies especially after the 44-day war in 2020. Such information and propaganda campaigns significantly increase the negative attitude towards Georgia and Georgians among the Armenian society, as well as affect the bilateral relations and the life activities of the Armenian community in Georgia. In the long run, these episodes cannot but cause problems.