The Role of Certification Marks – Learning from the Thai Hom Mali Certificate Mark

19 March, 2024

The Importance of Packaging and Certification in a Global Marketplace

Have you ever found yourself drawn to a particular brand of food for reasons beyond taste? Perhaps it was the eye-catching packaging or a symbol you recognized that signaled quality. This real-life experience highlights a crucial aspect of food exports: building consumer confidence in a world where physical inspection isn’t always possible.

The Case for Clear Communication: Packaging and Certification

Imagine you’re a consumer browsing the international aisle at your local grocery store. Faced with a variety of unfamiliar rice brands, how do you decide? For many, the packaging becomes the first point of contact, offering visual cues and information.

This is where a protected trademark comes in. It acts as a familiar and trusted symbol, instantly communicating your brand identity. But what if you could take it a step further?

Certification Marks: Building Trust Beyond the Brand

Certification marks offer an additional layer of assurance. By displaying a recognized certification mark on your packaging, you’re essentially telling consumers that your product meets specific quality standards set by an independent third party.

Think of it as a stamp of approval, signifying that your product adheres to rigorous production practices and quality control measures. This builds trust and encourages consumers to choose your brand over competitors.

A Case Study: Thailand’s Success with Rice Exports

Thailand serves as a prime example of how effective branding and certification can be. Their national brand has become synonymous with rice through clever slogans like “Think rice, think Thailand” and “The rice bowl of Asia.”

Furthermore, the “Thai Hom Mali” certification mark enjoys international protection, allowing consumers worldwide to recognize and trust the quality of Thai rice. Thailand even boasts a certification mark for Thai restaurants abroad called “Thai Select,” further strengthening the association of their national brand with rice.

The Takeaway for Food Exporters

This approach holds immense value for any food-exporting nation, including Australia. By strategically combining a strong brand identity with recognized certification marks, you can build trust and gain a valuable edge in the global marketplace.

An Important Note for Australian Food Exporters

While India’s “Basmati” rice certification mark is currently undergoing trademark approval in Australia, Thailand’s “Thai Hom Mali” mark is already successfully established here and in many other countries.

 India’s “Basmati” rice certification mark (word mark) is pending approval in Australia due to trademark usage concerns

Bastima logo mark” is being opposed by Ricegrowers Limited.

Thai Hom Mali Rice Certificate Mark in Australia

Thai Hom Mali Rice Certificate Mark in the US

How We Can Help

As a trademark attorney, I can guide Australian food producers through the world of trademarks and certification marks. Let’s connect to discuss how I can help you build a strong brand identity and navigate the legal aspects of entering the global market with confidence.

Remember: This information is for general guidance only and does not constitute legal advice. For specific situations and trademark-related queries, always seek professional legal counsel to ensure you comply with Australian trademark laws and protect your brand effectively.

Need assistance with your trademark registration? Whether you’re in Australia, New Zealand, or beyond, Maygust Trademark Attorneys are here to help. Don’t navigate the process alone – our qualified attorneys can guide you every step of the way.