Legal IP cold war between retailer and Iceland government
THE ongoing frosty relationship between the Icelandic government and Deeside-based food chain Iceland has hit a new low.
The Nordic nation’s government says “unrealistic and unacceptable” demands by the company has forced it to take legal action to protect the country’s national identity.
Iceland said it has lodged a legal challenge at the EU’s Intellectual Property Office.
The aim, it said, was to ensure “the right of Icelandic companies to use the word ‘Iceland’ in relation to their goods and services”.
The statement continued: “The government of Iceland is concerned that our country’s businesses are unable to promote themselves across Europe in association with their place of origin – a place of which we are rightly proud and enjoys a very positive national branding.
“This untenable situation has caused harm to Icelandic businesses, especially its small and growing companies.
“A company or product made in Iceland or by an Icelandic company should be able to represent itself using the name of the country.”
The government said Iceland Foods, which holds a European trademark, had “aggressively pursued” and won multiple cases against Icelandic companies which had used the word Iceland.
The company hit back: “We very much regret that the Government of Iceland has apparently decided to take legal action over the use of the name Iceland.
“Contrary to their assertion we have received no recent approaches to achieve an amicable resolution of this issue, which would be our preferred approach.
“While we will vigorously defend Iceland Foods’ established rights where there is any risk of confusion between our business and Iceland the country, we have been trading successfully for 46 years under the name Iceland and do not believe that any serious confusion or conflict has ever arisen in the public mind, or is likely to do so.”
Iceland chain has recently been enjoying a pick-up in its UK market share following investment in its offering, including a revamp of its stores.
It has at least 850 outlets with 23,000 staff.
