Japan’s famed Amaou strawberry enters trademark era

Fukuoka Prefecture (Japan) is taking new legal measures to safeguard its iconic Amaou strawberries after the expiration of plant breeder’s rights in January ended two decades of exclusive control over seed and seedling production.

The lapse has opened the door for anyone to cultivate the variety, raising concerns that the brand’s reputation could be undermined by unauthorized or low-quality production outside the region. In response, the Fukuoka government and the Zen-Noh agricultural cooperative have turned to trademark protection as the main defense.

Under the new system, only licensed growers who pledge to cultivate Amaou within Fukuoka can use the trademark. Authorities are also registering the brand overseas and monitoring online sales to prevent the spread of unauthorized seedlings.

Officials describe this as an “IP mix” approach — combining trademarks, licensing, and market surveillance — to preserve the premium status of one of Japan’s most celebrated strawberry varieties.

source: japantimes.co.jp

photo: zennoh-fukuren.jp