What is the difference between “Amaou” and “Tochiotome”? Brand strategy for product / trademark registration

The product name and brand name cannot be the same

In the agricultural sector, there is a single system called seed registration. When developing a new variety, it is required to base on the “Law on Seedling” and submit a dossier for registration of the variety to the Minister of Agriculture, Forestry and Fisheries.

The Seed Law is a law that provides for the protection of new plant species such as agricultural products and flowers. By registering varieties with the Ministry of Agriculture, Forestry and Fisheries, new breeders can obtain growers’ rights for 30 years for perennial crops such as fruit trees and 25 years for non-trees. is a young tree like flowers and vegetables. ..

When registering a trademark, you must consider the “brand name” separately from the product type and complete the registration process. In addition, the names used in the product cannot be trademarked.

Therefore, when registering varieties, trademarks must take into account future agricultural development strategies.

Brand strategy for product type registration and trademark registration Cases of “Tochiotome” and “Amaou”

The “Amaou” strawberry grown in Fukuoka Prefecture is a trademark, and the variety name is “Fukuoka S6”. On the other hand, “Tochiotome” in Tochigi prefecture is registered as a generic name and without a trademark.

“Amaou” is a trademark, so if a variety matching the concept is developed, the mark “Amaou” may be used for varieties other than “Fukuoka S6”. As a result, we can continually strengthen our brand.

However, since “Tochiotome” is a breed name, the next generation variety created by improving the breed cannot be released under the name “Tochiotome”. However, in the case of “Tochiotome”, there seems to be a history of pushing the cultivar name “Tochiotome” ahead of time for the purpose of spreading the variety among producers and increasing the number of seedlings sold out. The record of climbing to the highest number of production in Japan in less than eight years since the product was registered in 1996 should be appreciated.

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Trademarked with the same strategy as new trademark of “Amaou” Tochigi “Skyberry”

“Tochigi prefectural agricultural experimental station has developed the strawberry variety” Tochigi i27 “that has larger fruit than” Tochiotome “and has a great look and taste. This time, instead of using the” Tochiotome “method, they I use the same trademark registration as “Amaou.” It was launched for the purpose of brand extension.

In November 2011, we applied to the Ministry of Agriculture, Forestry and Fisheries to register the variety “Tochigi i27”, and three years later, it was successfully registered in November 2014. At the same time We are also trademarked and as of September 2012, the trademark was registered as “Skyberry”. “

The brand name “Skyberry” is the name chosen from 4,388 entries sent from all over the country. It is trademarked not only for fruit but also as a name for processed products, confectionery and beverages.

“I often encourage customers to develop their brand strategy through trademark registration rather than product registration because of their versatility, such as being able to develop brands while improving their products. surname.”

Points of strategy abroad from the case of “Decopon”

Domestic sales strategy is the key principle for branded agricultural products, but Mr. Yoshinaga warned that “from now on, we also need to take into account overseas”.

The “Decopon” citrus fruit, which has a characteristic sardine bulge, is the brand name for the variety “Shiranui” and is owned by the Kumamoto Prefectural Fruit Agriculture Cooperative Association. However, in California, USA, “Shiranui” is sold under the name “Sumo”, and despite its high price tag between $ 3 and $ 4 a piece, it is believed to be so popular that it has sold out.

It was a company that seemed unrelated to the Kumamoto Prefectural Fruit and Agriculture Cooperative Association, and it seems that Kumamoto prefecture is not returning any profits.

“This is the result of the unprotected birth of a type called ‘Shiranui’.” Unfortunately, developer rights are not protected.
I think it would be best if the varieties are registered in the United States so “Shiranui” cannot be grown without permission. Even if “Shiranui” is not registered as a variety, Kumamoto prefecture and agricultural cooperatives use the mark “Decopon” when selling harvested products instead of providing seedlings “Shiranui”, and some hundred of sales are made. If we had promised to return it to Kumamoto prefecture, we would have been able to develop the licensing business with this mark. “

Japanese trademark copyrights are only valid in Japan. Therefore, in order to obtain trademark rights abroad, it is in principle necessary to register the trademark in each country. In addition, when registering varieties abroad, registration is required for each country.

“On the issue of business licensing, I have to say that there is a large perception difference to the world, I think Japanese agriculture should take advantage of brands, especially when looking abroad. “.

The method of branding will vary greatly depending on how you apply for varieties and trademarks of agricultural products. In addition, in order to compete with the world, overseas varieties and trademark applications should be considered. Because it is an agricultural product that has been carefully nurtured, we want to protect it carefully and cherish it as a brand.