Grevé, the Swedish cheese brand, has been approved as an official EU brand by the Union’s trademark authorities in Alicante, Spain.
Owned by Swedish milk, Grevé, as a common brand, may only be used by members of Ostfrämjandet, including Arla Foods.
The objective of Ostfrämjandet is to provide information about Swedish cheese and to safeguard the interests of common brand names for Swedish cheese.
“The rights to the trademark will help us prevent others from taking unfair advantage of the brand,” said P.O.Wereén, Managing Director of Ostfrämjandet. “Now we’ll be able to build further on Grevé’s already strong market position.”
In 1997 the Svecia name was the first Swedish cheese name to be registered as a geographically protected name. Registration is only accepted for cheese produced in accordance with specified methods within a certain geographical area. Ostfrämjandet has also applied to register the Herrgård and Präst names.
In Denmark the danablu and esrom cheeses are both geographically protected.