Crafted and Produced: The Emergence of the Mississippi River Hills Geographic Indication

Abstract

Geographic indications are designed to transform a region into a brand identity. This strategy, which regionalizes and consolidates place-based businesses, is a growing and popular method of rural community development. The Mississippi River Hills, located in southeastern Missouri, is a newly designated region. Although the boundary of the region has been defined, the unifying qualities, symbols, and objectives are still unclear. As the association endeavors to translate the region into an easily recognizable, marketable, and reputable product, unifying themes will be selected and developed, neglecting and minimizing others. The creation of a geographic indication is intended to initiate cooperation among members but it also sparks competition as to the region's identity and brand image. Interviews with the original planners and current members of the MRHA emphasize the difficulties in attempting to create a place-based brand identity for economic gain. This thesis discusses the foundational issues of citizenship, authenticity, and belonging that concern all geographic indications. Specific hurdles to the Mississippi River Hills regarding these issues are also described. Conflicts over the role of the wine industry, the region's continuity, and the Internet as divider or uniter are central to the problems faced by the Mississippi River Hills Association and the success of its geographic indication.