CCFN Succeeds In Defending Asiago Trademark Rights in U.S.

June 6th, 2019

In April, after a protracted, years-long battle to try to trademark the generic term “asiago”, and steady opposition efforts by CCFN, Italy’s asiago consortium (Consorzio Tutela Formaggio Asiago) abandoned its application for a U.S. trademark for exclusive use of the term “asiago” in the United States.

After the consorzio filed its current application in 2012, CCFN met with the U.S. Patent and Trademark Office (PTO) and presented complete information illustrating how widely the term is used. After this meeting, the PTO rightfully refused the application on the grounds that “asiago” is a generic.

Over the past few years, Italy continued the fight, coming back with appeals to try to get that decision overturned. At the same time, Italy pursued an effort to cancel a longstanding trademark owned by Schuman Cheese – a CCFN member based in New Jersey – for the term “Asiago Cello” (“Cello” is Schuman’s flagship brand).

As the case proceeded, CCFN continually confirmed that PTO had all the key facts readily available to support its correct ruling. In April the consorzio dropped its effort to register “asiago”, as well as its attempt to cancel the “Asiago Cello” trademark – both victories for CCFN members. CCFN also believes that this decisive failure to monopolize this generic term will hamper any future efforts to restrict the use of “asiago” in the United States.