We are used to the idea that certain products identified by their "appellation" are from a given region, or made in a certain way. Thus "champagne" is a sparkling wine made by a traditional method in a specific area in north east France - and no other sparkling wine may be called Champagne. Similarly many other food products from various parts of Europe are protected by their appellations. But American producers often take no notice of such labels and market their own goods under what they consider to be a generic brand - eg "American Champagne", or feta, or camembert with no indication of origin.
In trade negotiations the EU is trying to persuade the Americans to adopt around 50 appellations, but far from agreeing, the US agriculture industries want to market their products here, using these denominations. The transatlantic products are often a good deal cheaper than European originals hence EU insistance on protecting their producers who make their products to exacting quality and geographical standards.
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