The Asiago PDO Protection Consortium is toasting to two major triumphs in its international campaign to safeguard the esteemed Veneto-Trentino cheese in the promising markets of Brazil and Chile.
In Brazil, the Consortium successfully annulled the registration of the “Asiago Ccfn” figurative trademark, filed in 2020 by the Consortium for Common Food Names Holdings Inc., an entity tied to the U.S.-based organization of the same name. The Brazilian trademark office, which initially granted the registration, recognized the deceptive nature of the trademark and the lack of legitimacy in the registration request.
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Simultaneously, the Consortium effectively opposed the registration application filed by the same U.S. entity in Chile for the identical trademark. Chile, having acknowledged the status of Asiago PDO since 2018, thwarted the registration.
AN ALLURING MARKET
South America emerges as a lucrative market for Asiago PDO. The Consortium has long been engaged in promotional activities in Brazil, particularly in the Southeast region and the Italian-descendant rich city of São Paulo, where Asiago’s quality is revered as a symbol of style and excellence.
Flavio Innocenzi, Director of the Consortium, states, “Over the years, we’ve fortified our protective endeavors and are poised to capitalize on the forthcoming opportunities arising from the ongoing negotiations between the EU and Mercosur.”