McCain Foods

How we help our clients reduce their costs

Background

Canada-based McCain Foods Limited is the world leader in frozen processed potato products; it makes nearly one third of all the frozen French fries produced in the world today.

Their British-based operation, McCain Foods (GB) Limited, has a substantial portfolio of trade marks, built up over many years.

The issue

Given the size of the McCain portfolio, it was inevitable that there would be some duplication of marks and registrations which were no longer in use. The consequence of this was a portfolio which did not reflect the client’s business and which was becoming increasingly expensive to maintain.

The solution

It was agreed that a thorough review of the portfolio should take place to identify redundant registrations and ensure that adequate protection was in place for all marks of interest. The overall objective was to save the company fees and cover any gaps in protection.

Recommendations were made concerning redundant registrations and merging of registrations. The benefit was that future renewal fees were reduced significantly.

An analysis of territorial coverage was undertaken together with an audit of current trade marks. The results of the audit were acted upon, resulting in new filings to protect the current product and brand developments.

The outcome

McCain now have a far more streamlined portfolio which represents and protects their current business needs.

What the client says

"We're very happy with the way Withers & Rogers dealt with our trade mark portfolio. Not only has it saved us money in renewal costs, but our business is better protected too. Now that the annual review system is set up, we can deal with all the renewals in one go, so nothing gets overlooked or renewed when it shouldn't. A big improvement!"

David Snell, Technical Manager, McCain

"Withers & Rogers has worked with us over a number of years and we value their commercial advice. We work closely together to ensure that the trade mark needs and requirements of our business are met. Of particular importance to us is an efficient and friendly service, which we always receive from Withers & Rogers."

Godfrey Davis, Chairman and Chief Executive, Mulberry Design Limited