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About the Jewish Lawyer

Self-portrait of Jeremy in his home office.

 

Jeremy Green Eche is a branding attorney and the founder of JPG Legal and Communer, a marketplace for registered trademarks. He is the attorney of record for over 3,000 U.S. trademark registrations. In 2019, JPG Legal was ranked the #16 law firm in the United States by number of federal trademark applications filed. Eche graduated from Northwestern University School of Law on a full scholarship. Thomson Reuters selected him as a Super Lawyers Rising Star in Intellectual Property for 2021-2023.

 

Eche has been profiled on USA Today, CNBC, CNN Money, NPR's Morning Edition, WIRED, MSNBC, Forbes, the New York Daily News, HLN, CNN Politics, DCist, ABA Journal, Vox.com, CNET, Mic.com, NBC News, Refinery29, the Globe and Mail, and several other news sources. Before becoming a trademark attorney, he was known for owning ClintonKaine.com and hosting his comics there during the 2016 election, before selling the domain.

 

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Eche is based in Brooklyn in New York City. He formerly served as in-house General Counsel for Teamsters Local 922 in Washington, DC. Eche is married to Stephanie Eche, an artist and creative consultant who co-founded Communer with him. He has moderate Tourette syndrome.

 

You can contact him at info@jpglegal.com.

Trademarked Fruit Names: Sweet Sugar Mango’s Success


Trademarked Fruit: Goldenberry Farms Sweet Sugar Mango
The Sweet Sugar Mango®. Photo by Goldenberry Farms.

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.

Fresh Fruit Portal and Perishable News have also cast their attention toward Goldenberry Farms, underscoring the brand’s resonance in the produce industry.

Frozavo, another trademarked fruit brand, lets JPG Legal handle its trademark protection in the U.S. Photo by Frozavo.

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.
Let's Date trademarked date syrup and ice cream. Drizzeled with love.
Let’s Date is a federal trademark, registered in connection with various fruit-based goods, including date syrup. Photo by Let’s Date.

Final Thoughts

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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