November 12th 2024.
In an exclusive interview with 9News.com.au, Vittoria's chief executive Les Schirato shares his thoughts on their recent court victory against global brand Moccona. Schirato describes the outcome as a 'David vs Goliath' situation, where a smaller company stood up against a larger one and came out on top. He believes this sends a strong message to other small businesses that they don't have to be intimidated or bullied by bigger companies.
Vittoria, a family-owned Australian coffee company, was taken to court by Moccona, owned by the US-Dutch corporation Jacobs Douwe Egberts, over the design of their instant coffee jar. Schirato reveals that he was always confident in their case, but the legal battle was still nerve-wracking and costly. He acknowledges that most family or coffee companies would not be able to afford such a fight, but they were determined to defend their rights.
Despite the challenges, Schirato says they were encouraged by the support they received from consumers during the legal process. This support, he believes, is a reflection of the Australian values of standing up for the underdog and not tolerating bullying from big corporations. He sees this victory as a win for independent businesses and a clear message to large companies that Australians will not tolerate unfair competition.
Justice Michael Wheelahan dismissed Moccona's claims that Vittoria's jar was misleading and deceptive, stating that there was no real risk of customers confusing the two products. Schirato expresses his frustration with the situation, saying it is obvious that the jars are different and that it was simply a case of a big company trying to pressure a smaller one. He also admits that many other smaller companies may have given up in this situation.
Schirato emphasizes that he never wanted to benefit from Moccona's reputation and that passing off their product as Moccona's was never his intention. He believes in fair competition and that customers deserve transparency and honesty from companies. JDE, the parent company of Moccona, has expressed disappointment with the court's decision and their belief that fair competition is important in the Australian coffee market.
After nearly two years of legal proceedings, the court battle finally ended with Wheelahan's judgement in Vittoria's favor. He noted the distinct differences between the two jars, with Moccona's being 'fairly squat' and Vittoria's being 'noticeably taller'. The court costs will be determined next week, and Vittoria is looking forward to putting this behind them and focusing on their business.
In conclusion, Schirato is proud of their victory and grateful for the support they received. He hopes that this case will set an example for other small businesses and encourage them to stand up for their rights. He also believes that this win is a win for all Australians who value fairness and justice in the business world.
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