Back in 1984, a shared vision united a group of pioneering farmers in Sonora, Mexico. Their dream was to produce premium quality pork meat that would satisfy the discerning palates of a global market. KOWI was born.
Fast forward to today and KOWI is one of Mexico’s largest pork processors and marketers. With distribution centers in Culiacán, Guadalajara, and Mexico City, and 29 retail outlets across the country, it has firmly established itself as a trusted brand in the Mexican market.
True to its original mission, KOWI's ambitions haven’t stopped at national borders. With the help of WIPO’s international trademark system (the Madrid System) – a powerful tool for any company looking to protect its commercial identity across borders – the brand is already thriving in the global marketplace.
Quality and trust – the building blocks of a successful brand
Quality and trust are the cornerstones of any successful brand and KOWI is no exception.
Indeed, the brand's success is largely rooted in its unwavering commitment to delivering top-quality products and, as a result, building lasting trust with its customers.
To ensure that the brand would meet the highest health and safety standards at every stage of the production process, KOWI worked hard to develop a vertical integration strategy.
Bringing Mexican flavor to the world
Thanks to that combination of quality and trust, mixed with an efficient trademark registration strategy, KOWI is today living its dream and bringing Mexican flavor to export markets around the world through smoked meats, cold cuts, chorizos, hams, seasonal products, marinades and more.
The Madrid System has been a fundamental pillar in achieving this long-term goal.
When KOWI first set its sights further afield it quickly recognized the benefits of using a standardized system to protect its trademark abroad. In a nutshell, it would help the brand to establish a strong foothold in foreign markets more quickly.
The Madrid System’s streamlined process for registering and managing national trademarks in multiple countries has provided just that. It has saved KOWI time and resources, while also ensuring that its brand is consistently and effectively protected in all its target markets.
With the power of the Madrid System firmly behind it, KOWI has already successfully expanded into Canada, China, Japan, the Republic of Korea, and the United States of America, establishing itself as a trusted and recognizable international player.
KOWI’s key takeaways on the Madrid System
1. A straightforward international trademark registration process
The Madrid System has been a game changer for KOWI, not least because it has eliminated the worry of different legal requirements in different markets. And, paying one set of fees in one currency, has made things simpler and more predictable, eliminating the headache of currency fluctuations.
“Our strategic use of the Madrid System has enabled us to streamline the process of brand protection across multiple countries, reducing both time and cost. This efficiency has been crucial in supporting our global expansion efforts,” says Rafael Beltrán Rivera, KOWI’s legal advisor.
2. The perfect tool to drive global expansion
The Madrid System covers more than 130 countries making it a perfect solution for any brand owner looking to expand their reach. It’s a flexible solution that lets businesses start small, limiting trademark protection to just a few countries, and then gradually expand into additional key markets as their business grows.
"After our first experience with the Madrid System, we’ll be able to enter additional markets confidently, knowing that our brand will be well protected."
Patricia Hurtado, Export Manager, KOWI
3. Intuitive tools
For KOWI, the Madrid System’s online tools – including features such as automatic fee calculation – have been “instrumental in ensuring the international trademark registration process is as efficient as possible”. And with eMadrid – the Madrid System’s online digital gateway – KOWI can manage its brand from anywhere in the world, at any time.
Would KOWI recommend the Madrid System to other companies? Absolutely!
"We would definitely encourage other companies to use the Madrid System. It’s made the trademark registration process so much simpler and more efficient for us. There have been minor challenges to deal with along the way. For example, we needed to make a second payment to obtain protection in Japan. We weren’t expecting that! Our overall experience with the Madrid System is very positive."
Patricia Hurtado
Tip: Fees for designating Japan in an international trademark application used to be paid in two parts: the first part when designating Japan (in an international trademark application or as a subsequent designation) and the second if/when the Office in Japan granted partial or total protection. This requirement was withdrawn by Japan in April 2023; fees are now paid all in one go!
The power of strong intellectual property (IP) legal advice
KOWI’s success in navigating the Madrid System is due in part to its dedicated and effective legal team.
In this regard, Rafael Beltrán Rivera emphasizes the importance of constant communication and regular reviews of brand protection strategies. “We hold meetings at least once every three months to address these issues and ensure we are being consistent legally and commercially.”
It’s a diligent approach that has ensured KOWI robust and effective brand protection in all the international markets where it operates.
A bright future ahead
KOWI's story is a shining example of how innovation and brand protection can drive global expansion. The brand is already well on its way to achieving global recognition and who knows, maybe even fulfilling its ultimate goal of becoming the preferred brand of consumers worldwide.
Only time will tell, but to give itself every chance of success KOWI will continue to strengthen its core values, brand image and cross-border trademark protection strategy!
It just goes to show, with the right IP tools SMEs can unlock their full potential and bring their products to the world.
Find out more about KOWI’s international trademark registration number 1601673.
More about the Madrid System
The Madrid System is a convenient and cost-effective solution for registering trademarks in up to 130 countries by filing one application and paying one set of fees.
