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First New Zealand company to be granted Key Trademark Protection Status

Zespri wins crucial legal battle in China

Zespri has become the first New Zealand company to be granted Key Trademark Protection Status in China, ensuring greater protections against copyright infringements. 

The recognition, granted in January by the Shanghai Intellectual Property Bureau, is part of Zespri’s efforts to better protect the investment and IP of the New Zealand industry in China, as work to clamp down on unauthorised SunGold plantings continues.

“The new protected status is a strong acknowledgement of Zespri’s high profile among foreign brands in China, as well as our strong market share and our positive corporate reputation,” Zespri general manager Greater China, Michael Jiang said.

“This recognition also reflects the challenges Zespri is facing with counterfeiting in China, including with the unauthorised growing of our Zespri SunGold Kiwifruit variety there, and is another demonstration of the support we’ve received from Chinese authorities.”

"Key brand protection status is designed to strengthen the legal and administrative tools available to approved companies to fight the challenges to intellectual property — efforts which we have been incredibly well supported by the Chinese Government."

As explained on ruralnewsgroup.co.nz¸ it also means Zespri will now be able to take legal action against brands using similar names and those using packaging designs which copy Zespri’s. It will also allow it to take action against companies using the Zespri name for product categories outside of fresh fruit — an action which was previously unavailable.


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