One of the four key outcome areas of the Olive Strategic investment Plan 2022-2026 is demand creation, growing consumer demand in domestic and international markets to support farmgate grower returns.
Integrity of labelling is part of the investment strategy to position Australia as a producer of ultra-premium products, and is being challenged by an attempt to stop the usage of the term ‘Agrumato’ – commonly known by consumers to identify high-quality co-processed flavoured olive oils.
Australian trademark application
In January 2022 IP Australia received an application by an Italian entity to trademark the word ‘Agrumato’ in Australia.
The AOA has been monitoring the application throughout the examination process (during which no public input is available) and can confirm it has now been accepted. Significantly, however, the item listings for “edible oils and fats; extra virgin olive oil for food” have been removed from the Class 29 application category, with “olive pastes” now the only olive-related product listed.
Note: the application scope does, however, includes an additional range of food items not related to olives co-processed with citrus or other flavouring elements. You can view the full list on the trademark application here.
The application is now in the Opposition period and the AOA is co-ordinating a collective opposition submission on behalf of Australian producers. If you feel that this may impact your business into the future, or that the trademarking of the term is inappropriate, please send details of your opposition to the AOA at secretariat@australianolives.com.au. Submissions are required by the end of February for collation by the opposition period deadline.
You can also lodge your own opposition – more information and links here.
