COLUMN // Saskia Beer
Fowl play Whether it’s a case of mistaken identity or a ploy to boost profits, misusing premium brand names is rife in the industry. WORDS Saskia Beer I WOULD LIKE to talk about a
fairness, sometimes the chef is
but a simple phone call often
and received no response. I
problem that affects so many
not aware they are misleading
clears these matters up. Most
contacted both the chef and
food producers and food
the public. A few years ago, a
times, the businesses are very
management. No response.
brands in Australia — people
company in New South Wales was
apologetic about the situation.
appropriating your name on their
selling 700 buffet frames a week
There are a lot more cases
menus when they are not buying
(off 1.3kg birds) labelled as Saskia
where companies or chefs have
on social media. I had done my
the product.
Beer to an unknowing business
intentionally misappropriated
due diligence and checked with
My business produces free-
The outcome of this tale is that we decided to out the issue
for years. Once the business
my brand and have not desisted
any potential distributors or
range chooks, pheasants,
was made aware, the reaction
after repeated contact. The cost
retailers that could possibly be
turkeys, geese, guineafowl and
was swift and we supplied them
of legal action is prohibitive, and
supplying this outlet. I contacted
Berkshire pork under the Saskia
directly for the remaining 10
so the problem continues.
the restaurant several more
Beer brand and The Black Pig
weeks of the menu rotation.
brand. Over the years, I have
In this case, the meat
In another instance, a
times to give them the chance to
restaurant listed Saskia Beer
explain. The day after our social
seen my name on more menus
wholesaler was fraudulently
spatchcock on their menu — I
media post, I received a letter
than I care to count. If I had
putting labels on the product
don’t grow spatchcock! I rang
of apology saying there had not
sold as many chickens as those
and selling it to the catering
the restaurant, giving them
been time to check the press
restaurants could have taken, I
company commissioned by the
the benefit of the doubt, but a
release in the lead up to the
would be a very happy woman.
business under false pretence
disinterested manager informed
restaurant opening.
But in some cases, I would be
and with intent to make money
me they never had Saskia Beer
unhappy, as the restaurants
through deception.
spatchcock on the menu. Of
hospitality, I know from personal
course I felt compelled to assure
experience how important it
changing jobs and new chefs not
him I was well aware of that! He
is to check everything. It is not
bothering to change the menu.
requested a copy of their own
just my name on the line — it is
We accept it is usually a mistake,
PR article to which I obliged
yours, too. ■
using my name are not ones I want my brand associated with. Brand appropriation happens in a number of ways, and in 10 | Hospitality
There are often cases of chefs
To everyone on all sides of
