Milling & Baking News - July 13, 2021 - 14

©ARLENTA APOSTROPHE - STOCK.ADOBE.COM AND BIMBO BAKERIES USA
TUES | 07 13 202 1
Bimbo fights back over trademark
office rejection of Artesano mark
ALEXANDRIA, VA. - Despite being on
the market for more than five years and
generating nearly $1 billion in sales, the
Artesano trademark used by Bimbo Bakeries
USA on its pre-packaged sliced bread is
not protected. BBU's parent, Grupo Bimbo
SAB de CV, is trying to change that.
Grupo Bimbo on June 15 filed a lawsuit
in the US District Court for the Eastern
District of Virginia Alexandria Division
appealing the US Patent & Trademark
Office's (PTO) decision denying registration
of the Artesano trademark, which
Bimbo has used since 2015.
The PTO has refused to register the
Artesano trademark, contending that
" while the Artesano trademark has
acquired distinctiveness as a trademark,
it is a generic term for pre-packaged sliced
bread and thus barred from registration, "
according to the complaint.
Grupo Bimbo, though, said the Artesano
brand has been " an immediate success "
since its debut in August 2015, with retailers
selling approximately $1 billion of
Artesano brand pre-packaged sliced bread.
Artesano, according to Grupo Bimbo, has
been " one of the most successful bread
brands during that time period. "
Grupo Bimbo said it has spent " tens
of millions of dollars " over the past five
years to advertise and promote Artesano
pre-packaged sliced bread in the United
States, with such advertisements and
promotions generating " hundreds of
millions " of consumer impressions. The
company said its advertisements and promotions
have appeared in print as well as
on television, including such networks
as ABC, CBS, E, HGTV, TBS and Bravo.
The brand also is active on social and
digital media, including on Facebook,
Pinterest, Instagram and YouTube.
The company also commissioned the
Berkeley Research Group to conduct a
survey on the term Artesano " to determine
whether consumers understand
the term Artesano as functioning as
a brand or as a generic term for the
goods in question. "
According to the survey, 55.2% of
respondents identified Artesano as a
brand name while 23.7% identified it
as a common name, " a 2-to-1 difference, "
Grupo Bimbo said.
" The results demonstrate that the primary
significance respondents place on
the Artesano mark is as a brand name,
and not as a common name, " Grupo Bimbo
said. " In short, the Artesano brand is a distinctive
source identifier and functions
as a strong trademark for consumers of
pre-packaged sliced bread. "
Grupo Bimbo filed a federal trademark
application for the Artesano mark on April
12, 2017, based on use-in-commerce since at
least Aug. 31, 2015, according to the lawsuit.
The PTO refused the application in June
Mondelez to 100% renewable
electricity at six UK sites
LONDON - Mondelez International,
Inc. announced on June 22 that it is
now using 100% renewable electricity
at all six of its production sites in the
United Kingdom, including its iconic
Bournville facility, which is the home
of Cadbury in the United Kingdom.
Mondelez already uses 100% renewable
electricity at facilities in Australia,
Mexico and New Zealand.
14
MILLING & BAKING NEWS
Mondelez said the transition to 100%
renewable electricity sourced within
the UK for these production sites will
allow it to offset the equivalent of 2,900
individuals' annual CO2
annually.
emissions, a figure
based on the UK government's findings
that the average Brit emits around
seven tonnes of CO2
Mondelez already had achieved a
20% reduction of CO2 emissions across
were descriptive rather than generic. "
Grupo Bimbo noted in the lawsuit it
owns approximately 18 foreign trademark
registrations for Artesano for bread in
different Spanish-speaking countries,
including Mexico.
" The Artesano mark has been deemed
a registrable trademark in these Spanish-speaking
jurisdictions, " Grupo Bimbo
said. " These registrations of Artesano in
Spanish-speaking countries illustrates the
brand significance of Artesano and undercuts
the TTAB's reliance on the doctrine
of foreign equivalents as the basis for the
position that the mark is generic. " MBN
production sites by the end of 2020, an
initiative made possible by an increased
use of renewable electricity globally,
moving from just 8% to 23% of total electricity
used.
The increase played a key part in
enabling the company to achieve a significant
reduction in CO2
emissions - by
147,109 tonnes, from 1,336,793 tonnes in
2019 to 1,189,684 tonnes in 2020, Mondelez
said.
In February 2020 Mondelez unveiled
a new goal to reduce end-to-end CO2
emissions by 10% by 2025. MBN
bakingbusiness.com
2017 and subsequently has refused Grupo
Bimbo's application on several other
occasions. On April 14, 2021, the Trademark
Trial and Appeal Board affirmed
the refusal to register the Artesano mark
on the asserted ground that the mark is
generic. The TTAB also ruled, though, that
the Artesano mark " had acquired secondary
meaning, and would therefore be entitled
to registration if the Artesano mark
http://www.bakingbusiness.com

Milling & Baking News - July 13, 2021

Table of Contents for the Digital Edition of Milling & Baking News - July 13, 2021

Milling & Baking News - July 13, 2021 - Intro
Milling & Baking News - July 13, 2021 - 1
Milling & Baking News - July 13, 2021 - 2
Milling & Baking News - July 13, 2021 - 3
Milling & Baking News - July 13, 2021 - 4
Milling & Baking News - July 13, 2021 - 5
Milling & Baking News - July 13, 2021 - 6
Milling & Baking News - July 13, 2021 - 7
Milling & Baking News - July 13, 2021 - 8
Milling & Baking News - July 13, 2021 - 9
Milling & Baking News - July 13, 2021 - 10
Milling & Baking News - July 13, 2021 - 11
Milling & Baking News - July 13, 2021 - 12
Milling & Baking News - July 13, 2021 - 13
Milling & Baking News - July 13, 2021 - 14
Milling & Baking News - July 13, 2021 - 15
Milling & Baking News - July 13, 2021 - 16
Milling & Baking News - July 13, 2021 - 17
Milling & Baking News - July 13, 2021 - 18
Milling & Baking News - July 13, 2021 - 19
Milling & Baking News - July 13, 2021 - 20
Milling & Baking News - July 13, 2021 - 21
Milling & Baking News - July 13, 2021 - 22
Milling & Baking News - July 13, 2021 - 23
Milling & Baking News - July 13, 2021 - 24
Milling & Baking News - July 13, 2021 - 25
Milling & Baking News - July 13, 2021 - 26
Milling & Baking News - July 13, 2021 - 27
Milling & Baking News - July 13, 2021 - 28
Milling & Baking News - July 13, 2021 - 29
Milling & Baking News - July 13, 2021 - 30
Milling & Baking News - July 13, 2021 - 31
Milling & Baking News - July 13, 2021 - 32
Milling & Baking News - July 13, 2021 - 33
Milling & Baking News - July 13, 2021 - 34
Milling & Baking News - July 13, 2021 - 35
Milling & Baking News - July 13, 2021 - 36
Milling & Baking News - July 13, 2021 - 37
Milling & Baking News - July 13, 2021 - 38
Milling & Baking News - July 13, 2021 - 39
Milling & Baking News - July 13, 2021 - 40
Milling & Baking News - July 13, 2021 - 41
Milling & Baking News - July 13, 2021 - 42
Milling & Baking News - July 13, 2021 - 43
Milling & Baking News - July 13, 2021 - 44
Milling & Baking News - July 13, 2021 - 45
Milling & Baking News - July 13, 2021 - 46
Milling & Baking News - July 13, 2021 - 47
Milling & Baking News - July 13, 2021 - 48
Milling & Baking News - July 13, 2021 - 49
Milling & Baking News - July 13, 2021 - 50
Milling & Baking News - July 13, 2021 - 51
Milling & Baking News - July 13, 2021 - 52
Milling & Baking News - July 13, 2021 - 53
Milling & Baking News - July 13, 2021 - 54
Milling & Baking News - July 13, 2021 - 55
Milling & Baking News - July 13, 2021 - 56
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http://digitalmbn.bakingbusiness.com/sosland/mbn/2018_12_18
http://digitalmbn.bakingbusiness.com/sosland/mbn/2018_12_04
http://digitalmbn.bakingbusiness.com/sosland/mbn/2018_11_20
http://digitalmbn.bakingbusiness.com/sosland/mbn/2018_11_06
http://digitalmbn.bakingbusiness.com/sosland/mbn/2018_10_23
http://digitalmbn.bakingbusiness.com/sosland/mbn/2018_10_09
http://digitalmbn.bakingbusiness.com/sosland/mbn/2018_09_25
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