The China Advisory Council A Case Study on olive oil and trademarks. During the China Advisory Council meeting, Adam Dunnett, General Manager of the European Union Chamber of Commerce in China (EUCCC) argued that there are many stories of investors who go to China without adequate preparation. A Greek olive oil company, for instance, was approached by a Chinese vendor who offered to market the oil in China. Olive oil sales were going well, and eventually the Greek firm made an exclusive deal with the vendor. However, the Greek firm failed to register its trademark, and the Chinese partner did it himself. Thereupon, he began selling inferior products under the Greek trademark. The Greek firm had the choice between suing the partner or buying back their own trademark. Given little chances of a successful lawsuit, the firm eventually bought back its own trademark. The lesson to be learned is simple but of utmost importance. If you don’t register your trademark in China, you don’t own it.
