Piadina wins lawsuit in France: its name cannot become a trademark

The term 'Piadina' cannot be exploited by a company as its own trademark but must remain a generic term, the prerogative of all those who produce it. With these words, the consortium for the protection of the Piadina Romagnola Igp cashes in on its victory in France against a Swiss company that wanted to take possession of the name - with the P maisucola - and use it as its own trademark.

years ago, the Swiss company in question had registered the trademark 'Piadina' in France: the protection consortium contested the registration, arguing that the term is generic and cannot be registered as a trademark, and after a lengthy dispute, the National Institute of Industrial Property in Paris upheld the Italian appeal.

The consortium was able to prove through detailed market research that in France today, unlike in the past, the word 'piadina' identifies the piadina. Therefore, the registration and use on French territory of the trademark 'Piadina' by the Swiss company, in addition to being in conflict with the registration of the name Piadina Romagnola PGI, would have misled and created disorientation in consumers.

among the evidence deposited in the file by the Romagna consortium was also the video recorded during a visit to Romagna by the President of the European Commission, Ursula Von del Leyen, in the aftermath of the 2023 flood. On that occasion, the president had publicly praised 'this wonderful piadina bread', thus demonstrating that this word serves to identify any product made in a certain way, and not the product of a single company alone.

the litigation won in France - reads a note - represents a new step in the protection activity of the consortium, already engaged in Brazil, Canada, the United Kingdom and Japan to oppose improper uses of the name Piadina. A constant work that strengthens the identity and protection of the "bread of Romagna" on international markets".