Acceding to Swiss pressure, Emmi Roth USA drops "Gruyere" from American-made cheeses
The naming business is tough, especially when it comes to cheese. Emmi Roth USA has agreed to drop the name "gruyere" from its "Grand Cru Gruyere," in response to pressure from the Swiss Gruyere industry. According to the Monroe Times,
Emmi Group CEO Urs Riedener said in a statement the company's decision sends "a powerful message" in support of the Swiss gruyere industry, which is currently stalled in a trademark application of the phrase "le gruyere" with the U.S. Patent and Trademark Office.
Emmi is a Swiss-owned company, and its Swiss parent company was critical in initiating the change:
Negotiations between Emmi Group and Emmi Roth USA over the word "gruyere" started about a month ago, according to Umiker. As a Swiss company, she said, Emmi has a cultural and financial responsibility to honor Le Gruyere AOC and support the organization's U.S. trademark application by giving up the name "gruyere" on its U.S.-made cheese.