bakingbuyer - March 2011 - (Page 30)

DESIGN OF THE TIMES school official—sometimes there is a trademark office; other times you will need to go through a PR department. Once you are connected, explain that you would like to become a licensee and obtain permission for your bakery’s decorators to be able to use the school’s marks. And be sure to make that call sooner rather than later given the previously-mentioned projected wait times. The school will then investigate your bakery and make sure that you Related Definitions •Trademark: A trademark is a distinguishing word, logo or design. A trademark can be state or federally registered, which gives the owner protection against counterfeiters. Many universities federally register their marks with the US Patent and Trademark Office, a process that can take up to 18 months to complete. •Licensed Trademark: A licensed trademark indicates that a written agreement has been made between the owner of a trademark (licensor) and another party (licensee). The licensor has granted permission to the licensee to use the mark without fee or royalty. •Copyright: A copyright protects original literary and artistic expressions. •Patent: A patent protects new inventions. Source: Linda Gilbert, University of Missouri’s Trademark Administrator Your Options If you plan to do several graduation cakes for students from a particular school year after year, you will want to become a licensee of that school. Typically, that will involve being issued an annual agreement for a flat fee. If, however, you only get one or two requests each year from graduates of a particular school, you may want to ask for permission only on an as-needed basis. “At this time, either the local bakery will call our office or the customer calls, and we just do a [one-time] letter of permission with no fee,” Gilbert says. Take a look at your bakery’s needs and start a discussion with your area schools to determine which option is best for you. meet its required criteria. “We look for a marketing plan, quality of product, past sales history, references from other schools that they are currently licensed with, [whether] the University is already saturated in that specific product category, [whether] the licensee is willing to join the Fair Labor Association and sign our labor code of conduct, [and more],” Gilbert says. She also adds Licensing aside, edible images are another great way to decorate cakes for grads. that “Food items carry additional guidelines regarding FDA approval.” Then, even if your bakery receives permission to use the school’s logo, there are strict rules on how it can be used—it cannot be dissected or altered in any way. “All artwork and designs using our marks have to be approved by this office,” Gilbert says. “Companies/vendors are licensed to sell specific products using our marks; if they wish to add a product that must also be approved prior to producing.” If permission is denied, you will likely have to wait awhile—six months for the University of Missouri—before you can reapply to become a licensee. The ability to decorate graduation cakes with official school insignia will surely give you a competitive edge in your local market. But before your decorators raise their airbrushes and piping bags this graduation season, be sure that your area schools have granted them a license to decorate. ANNA COMSTOCK 30 · BAKING BUYER · MARCH 11

Table of Contents for the Digital Edition of bakingbuyer - March 2011

bakingbuyer - March 2011
EDITOR’S NOTE - Reacting to the Economy
CONTENTS
CONTENTS
INDUSTRY NEWS
RBA to Relocate Headquarters
Caravan Names Director, Food Ingredient Sales
Bread Bakers Guild Adds to Board
Hobart Launches “Get Back to Scratch”
Gonnella Baking Promotes Dan Herzog
Danisco Takes Food Protection Gluten-free
IDDBA Speakers for 2011 Show
Expert Baker Joins New French Bakery
Green Baking
Bakery Toolkit
The Power of Promotions
CONTENTS
Inside and Out
Turn Impulse into Volume
Promote Personal Connections
Package, Protect, Promote
Loyalty Rewards
Shopper Spotlight
A Hot Concept
What’s Baking in Semifreddi’s Ovens
Team USA Profile
USA WINS SIGEP BREAD CUP
The Final Results of the Sigep Bread Cup 2011
A Guide to GRADUATION Cake Licensing
Your Options
Related Defi nitions
Here Comes the Groom's Cake
Personal Touch
Pillow Talk
Social Circles
How to Mold Filled Chocolate Candies
Alternative Method for Larger Jobs
Signature Sandwich Breads
Graduates Take th e Cake
Uncertain Times
Bake Your Own Signature
More Cake, Please
Word of Mouth
Creative Inspirations
THUMBS UP FOR GOURMET COFFEE
SANITATION Takes Center Stage
Production Schedule
FEATURED PRODUCTS
PRODUCT SHOWCASE
MARKETPLACE NETWORK
AD INDEX
BAKER’S DOZEN
BakeMark's Panaderia
CARTA DE INTRODUCCIÓN - Fusión Cubana
INTRODUCTORY LETTER - Cuban Fusion
Panes Dulces
Pasteles de Graduación
La Demanda Crece Por Platillos Étnicos y Opciones de Mejor Valor
Fusión Cubana
Porto’s Bakery & Café
Tropicana Bakery & Cuban Café
Reyna’s Bakery
Panadería La Mexicana
La Estrella Bakery
El Fogón
NUEVOS PRODUCTOS DE TRIGAL DORADO
CALENDARIO DE DÍAS FESTIVOS
FÓRMULAS
Sweet Breads
Wheat is on the Rise
Graduation Cakes
The Busy Graduation Season
Plan Ahead!
Demand Rising for Ethnic Fare and Value Options
Cuban Fusion
Porto’s Bakery & Café
Tropicana Bakery & Cuban Café
Reyna’s Bakery
Panadería La Mexicana
La Estrella Bakery
El Fogón
CALENDAR
NEW PRODUCTS FROM TRIGAL DORADO
FORMULAS

bakingbuyer - March 2011