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ATHENS, March 9-- Greece is determined to protect its signature brands of products, Minister of Agricultural Development and Food, Stavros Arachovitis told Xinhua in a recent interview after the country's latest victory over the Czech Republic on the spat of "Greek yogurt" labelling. Although Greek yogurt is not protected with EU designation of product like feta, the flagship of Greece's geographical indications, the Greek government is taking steps to offer brand name protection against imitations that mislead the consumers. "The designation of Greek yogurt got a late start," the Greek minister admitted. "Our country is in the process to establish a protected geographical indication (PGI) in Europe. It will also be protected in international agreements EU signs with third countries," Arachovitis explained. But the procedure will take longer, he emphasized. The main difficulty stands on its high reputation inside and outside Europe. Over the past few years, the Greek-style yogurt category experienced tremendous growth in Europe and the United States. The Greek-type accounts for about half of all yogurt sold in the U.S. with Danone, Chobani and General Mills having the lion's share of the market with 70 percent, according to Euromonitor International, a London-based market research company. To establish a PGI certification for Greek yogurt, the Agriculture Ministry has assigned to the competent controlling authority, ELGO-DIMITRA at the Athens University of Agriculture, to compile the relevant dossier which will define what Greek yogurt is. | 
