Trademarked Fruit Names: Sweet Sugar Mango’s Success
A few clients have asked me: Can you trademark a fruit? Not the name of the company selling the fruit, but the fruit itself?
Yes, you can. One of my clients recently trademarked their fruit name, getting recognition for this feat from The New York Times earlier this year.
Goldenberry Farms’ “Sweet Sugar Mango” Trademark Grabs U.S. Spotlight in The New York Times
Mangoes, with their lush flavors and vibrant colors, have been a beloved fruit across many cultures. But mangoes come in many variations, and some stand out for their distinctive flavors.
From the fertile grounds of Colombia emerges such a mango, with distinctive branding to match – known to the world as the “Sweet Sugar Mango” or “Sugar Mango,” courtesy of our client, Goldenberry Farms.
Highlighted in The New York Times’ “Front-Burner” roundup of food news, these mangoes bring to the fore the essence of Colombia’s fruit cultivation. The mango’s deep gold edible skin offers a promise of tropical allure, but it’s also the branding of “Sweet Sugar Mango” that has garnered much attention.
See this excerpt from the article below:
Among the hundreds of mango varieties grown throughout the tropics, there is one from Colombia that is making its debut in the United States. . . . These mangoes, a variety called mango de azucar, are grown in several countries — mostly in the Caribbean by Goldenberry Farms, which also exports them. The company had trademarked the name Sweet Sugar Mango.Florence Fabricant for The New York Times
As the Times‘ description indicates, the unique naming not only distinguishes Goldenberry Farms’ mangoes from countless other varieties, but also encapsulates a particular taste and experience.
Brand Names Are Important in the Produce World
Goldenberry Farms’ insightful decision to trademark “Sweet Sugar Mango” in the U.S. showcases the evolving dynamics of the food industry, where branding is arguably as crucial as the quality of the produce itself.
Keep in mind that the Times wasn’t just covering the quality of the fruit itself. They considered the mere fact that our client successfully registered the fruit’s name as a trademark to be newsworthy.
At JPG Legal, we’ve had the honor of collaborating with Goldenberry Farms, successfully guiding them through the U.S. trademark registration process for “Sweet Sugar Mango.” And the journey doesn’t end there – we’re also on the path to securing the “Sugar Mango” trademark here in the U.S., a trademark they already own in Colombia.
Trade Rags Also Respect Trademarks
While The New York Times has shone a significant spotlight on the Sweet Sugar Mango, Goldenberry Farms’ recognition extends to other reputable food trade publications. Produce Blue Book published an article about Sweet Sugar Mango’s successful trademark registration, as did FreshPlaza.
Other Fruits Trademarked with JPG Legal
Sweet Sugar Mango is one of several fruit brands JPG Legal has helped reach registration, or helped renew, as federal trademarks. A few other examples of fruit trademarks handled by us include:
- 1. Frozavo, a Mexico-based avocado and guacamole brand sold in the U.S. and around the world.
- 2. The Fideler Farm, a family-owned farm in Wisconsin founded in 1979, selling strawberries and various other food products.
- 3. Let’s Date, a brand of processed dates and date-based sweeteners.
- 4. Etnico, a Caribbean company selling various tropical fruits.
Goldenberry Farms’ “Sweet Sugar Mango” story underscores the importance of thoughtful branding in today’s global marketplace. It’s not just about growing a quality product but also about crafting a narrative that resonates with consumers.
As part of the journey with Goldenberry Farms, we at JPG Legal appreciate the intricacies of this process and celebrate the successes that come from a well-crafted brand strategy. Kudos to Goldenberry Farms for their foresight and prudence when it comes to trademark protection.
According to the Times, the fruit is now available here in New York City. I’ll have to pick some up when they’re back in season.
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