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, it’s worth registering it! 2. Know what IP your business has: conduct an IP audit and maintain an IP register

contacts mark metzeling nils versemann special counsel senior associate commercial commercial +61 7 3235 0402 +61 3 9794 2593 mark.metzeling@mk.com.au nils.versemann@mk.com.au belinda sigismundi paul kirton rita khodeir principal lawyer legal practice principal principal lawyer commercial commercial commercial +61 3 9794 2631 +61 3 9794 2621 +61 2 8298 9572 page 3 belinda.sigismundi@mk.com.au paul.kirton@mk.com.au rita.khodeir@mk.com.au

never oily, never dry Background of Kraft v Bega 2012 Kraft Foods Inc Splits Snacks business Groceries business page 4

never oily, never dry Background of Kraft v Bega 2012 Kraft Foods Inc Splits Snacks business Groceries business Mondelez International Inc. page 5

never oily, never dry Background of Kraft v Bega 2012 Kraft IP purportedly Licence Snacks business assigned to Kraft Food Mondelez International Inc. Group LLC ( KFG ) Kraft Foods Limited ( KFL ) Australian subsidiary page 6

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never oily, never dry 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 page 8

never oily, never dry Background of Kraft v Bega 2016 Sale of Peanut Butter business Mondelez International Inc. Bega Cheese Ltd • Sale included: – manufacturing plant – recipe – associated goodwill • Bega began selling peanut butter page 9

never oily, never dry Background of Kraft v Bega 2018 • Kraft began selling its own peanut butter through its subsidiary HJ Heinz Australia Ltd 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. page 10

questions mark metzeling nils versemann special counsel senior associate commercial commercial +61 7 3235 0402 +61 3 9794 2593 mark.metzeling@mk.com.au nils.versemann@mk.com.au belinda sigismundi paul kirton rita khodeir principal lawyer legal practice principal principal lawyer commercial commercial commercial page 11 +61 3 9794 2631 +61 3 9794 2621 +61 2 8298 9572 belinda.sigismundi@mk.com.au paul.kirton@mk.com.au rita.khodeir@mk.com.au

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

contacts mark metzeling nils versemann special counsel senior associate commercial commercial +61 7 3235 0402 +61 3 9794 2593 mark.metzeling@mk.com.au nils.versemann@mk.com.au belinda sigismundi paul kirton rita khodeir principal lawyer legal practice principal principal lawyer commercial commercial commercial page 13 +61 3 9794 2631 +61 3 9794 2621 +61 2 8298 9572 belinda.sigismundi@mk.com.au paul.kirton@mk.com.au rita.khodeir@mk.com.au