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 EDITORIAL         

Kia Ora® Kangaroo dog food in the 400g size, which is packaged and retailed in Japan by Red Heart Co., Ltd from pet food imported from New Zealand.

By Bruce Roscoe

The Red Heart company of Kobe, a port city southwest of Osaka, has trademarked "Kia Ora" as a logo for its "Back to Basics" range of cat and dog food products. The pet food is imported from New Zealand in processed form and packaged in Japan, a Red Heart staffer advises.

"Kangaroo" is the standout product in the Red Heart range, which includes "Lamb and Liver" and "Grass-fed Beef & Salmon" offerings. "But there are no kangaroos in New Zealand", I advised the helpful staffer, who replied, "The manufacturer imports the kangaroo meat from Australia". Kia Ora to kangaroos.

The Japan Patent Office asked, "Why not?", and granted the Kia Ora trademark in January 2015, only 20 weeks after the application was filed in September 2014. Red Heart has also trademarked "Haere Mai" for its pet snack products. You're welcome. The company's website identifies the Māori origin of both greetings and explains their meaning.

"Kia Ora Piggery PTY. LTD" is among 51 entries that use "Kia Ora" revealed in a search of Australian trademarks. The earliest of 32 uses of "Kia Ora" in UK trademarks, filed in 1901, was for goods listed as "Australian wines none being for export". The Australian piggery trademark, accepted as soon as 15 days after filing, was renewed unopposed in May 2019. The UK example for the protection of Australian wine was active for 108 years.

Opposing marquee cases such as that of Air New Zealand's now abandoned Kia Ora trademark ambition is one thing. A relentless block-and-tackle effort to oppose inappropriate trademarking of Maori words in all markets in which applications or renewals are filed should begin yesterday.

More would be won than headlines. A global education purpose would be served to the benefit of future generations and the goal of securing trademark protection for words such as mānuka and other language taonga in Aotearoa New Zealand's favour would be in closer reach. 

Can Kāhui Legal －which advertises Māori intellectual property and trademark strategy and protection as a specialty － lead this language haka?