SLIDE 1
- 1. If a trade mark is worth transferring or licensing, it’s
worth registering it!
- 2. Know what IP your business has: conduct an IP audit
ip webinar: never oily, never dry kraft v bega presented by mark - - PowerPoint PPT Presentation
ip webinar: never oily, never dry kraft v bega presented by mark - - PowerPoint PPT Presentation
ip webinar: never oily, never dry kraft v bega presented by mark metzeling nils versemann, rita khodeir belinda sigismundi, paul kirton june 2020 1. If a trade mark is worth transferring or licensing, its worth registering it! 2. Know what
SLIDE 2
SLIDE 3
rita khodeir
principal lawyer commercial +61 2 8298 9572 rita.khodeir@mk.com.au
belinda sigismundi
principal lawyer commercial +61 3 9794 2631 belinda.sigismundi@mk.com.au
paul kirton
legal practice principal commercial +61 3 9794 2621 paul.kirton@mk.com.au
contacts
page 3 mark metzeling
special counsel commercial +61 7 3235 0402 mark.metzeling@mk.com.au
nils versemann
senior associate commercial +61 3 9794 2593 nils.versemann@mk.com.au
SLIDE 4
Background of Kraft v Bega 2012
never oily, never dry
page 4
Kraft Foods Inc Snacks business Groceries business Splits
SLIDE 5
Background of Kraft v Bega 2012
never oily, never dry
page 5
Kraft Foods Inc Splits Mondelez International Inc. Groceries business Snacks business
SLIDE 6
Background of Kraft v Bega 2012
never oily, never dry
page 6
Licence Kraft Foods Limited (KFL) Australian subsidiary Snacks business Mondelez International Inc. Kraft IP purportedly assigned to Kraft Food Group LLC (KFG)
SLIDE 7
page 7
SLIDE 8
Background of Kraft v Bega
- KFL was the only “Kraft”
entity to manufacture peanut butter
- Done in a manufacturing
facility in Port Melbourne, Victoria
- Peanut butter sold under
the Kraft brand with the associated get-up
never oily, never dry
page 8
SLIDE 9
Background of Kraft v Bega 2016
- Sale included:
– manufacturing plant – recipe – associated goodwill
- Bega began selling peanut butter
never oily, never dry
page 9
Mondelez International Inc. Bega Cheese Ltd
Sale of Peanut Butter business
SLIDE 10
Background of Kraft v Bega 2018
- Kraft began selling its own peanut butter through its subsidiary HJ
Heinz Australia Ltd
never oily, never dry
page 10
2020
- The full Federal Court decided, inter alia
– the unregistered trade marks were not validly assigned under Australian law in the corporate restructure in 2012; and – the unregistered trade marks were assigned with the business sale to Bega in 2016.
SLIDE 11
rita khodeir
principal lawyer commercial +61 2 8298 9572 rita.khodeir@mk.com.au
belinda sigismundi
principal lawyer commercial +61 3 9794 2631 belinda.sigismundi@mk.com.au
paul kirton
legal practice principal commercial +61 3 9794 2621 paul.kirton@mk.com.au
questions
page 11 mark metzeling
special counsel commercial +61 7 3235 0402 mark.metzeling@mk.com.au
nils versemann
senior associate commercial +61 3 9794 2593 nils.versemann@mk.com.au
SLIDE 12
- 1. If a trade mark is worth transferring or licensing, it’s
worth registering it!
- 2. Know what IP your business has: conduct an IP audit
and maintain an IP register
SLIDE 13
rita khodeir
principal lawyer commercial +61 2 8298 9572 rita.khodeir@mk.com.au
belinda sigismundi
principal lawyer commercial +61 3 9794 2631 belinda.sigismundi@mk.com.au
paul kirton
legal practice principal commercial +61 3 9794 2621 paul.kirton@mk.com.au
contacts
page 13 mark metzeling
special counsel commercial +61 7 3235 0402 mark.metzeling@mk.com.au
nils versemann
senior associate commercial +61 3 9794 2593 nils.versemann@mk.com.au