Asiago DOP Triumphs Over Trademark Violations in South American Markets
Source: The DairyNews
In a notable success for the international protection of the Protected Designation of Origin (DOP) Asiago, significant strides have been achieved in Brazil and Chile, emerging as promising markets for high-quality Made in Italy.
In Brazil, the Consortium for the Protection of Asiago Cheese achieved the annulment of the registration for the figurative trademark "Asiago Cccfn," filed in 2020 by the Consortium for Common Food Names Holding Inc., an entity affiliated with the U.S.-based organization of the same name. The Brazilian Trademark Office, initially granting the registration, later recognized the deceptive nature of the trademark and the lack of legitimacy in the registration request. Additionally, the Consortium successfully opposed the registration application of the same trademark in Chile by the American entity, blocking it due to the recognition of DOP Asiago in the country, secured by the Consortium in 2018.
The dual success underscores the Consortium's global efforts to protect against trademarks that exploit the DOP and promote its use as a generic term for products unrelated to Asiago cheese. South America, particularly Brazil, holds promise as a market for DOP Asiago. The Consortium has been actively engaged in product enhancement activities in Brazil for years, particularly in the Southeast region, centered around São Paulo, where 20% of residents have Italian origins, valuing Asiago cheese for its quality, symbolizing style and excellence. This double victory today reinforces the recognition of the identity of DOP Asiago across South America, showcasing its unique history and production tied to its place of origin.
Flavio Innocenzi, director of the Consortium for the Protection of Asiago Cheese, remarks, "In these years, we have solidified our protection initiatives and stand ready to capitalize on opportunities arising from the ongoing negotiations between the EU and Mercosur. Any strategy aiming to evoke the name or imitate characteristics for products unrelated to the DOP is not only unjust but also unsustainable in a world increasingly seeking authenticity and proximity."
The dual success underscores the Consortium's global efforts to protect against trademarks that exploit the DOP and promote its use as a generic term for products unrelated to Asiago cheese. South America, particularly Brazil, holds promise as a market for DOP Asiago. The Consortium has been actively engaged in product enhancement activities in Brazil for years, particularly in the Southeast region, centered around São Paulo, where 20% of residents have Italian origins, valuing Asiago cheese for its quality, symbolizing style and excellence. This double victory today reinforces the recognition of the identity of DOP Asiago across South America, showcasing its unique history and production tied to its place of origin.
Flavio Innocenzi, director of the Consortium for the Protection of Asiago Cheese, remarks, "In these years, we have solidified our protection initiatives and stand ready to capitalize on opportunities arising from the ongoing negotiations between the EU and Mercosur. Any strategy aiming to evoke the name or imitate characteristics for products unrelated to the DOP is not only unjust but also unsustainable in a world increasingly seeking authenticity and proximity."
