AussieMite wins ‘mitey’ battle against Dick Smith

A ‘mitey’ battle for supremacy on Australia’s breakfast tables has been won by a small Australian company after years of argy-bargy with one of the country’s most high profile entrepreneurs.

IP Australia yesterday ruled that the family-owned company behind AussieMite should carry the flag as the only Australian-owned producer of the rich black yeast spread which has graced the toast of generations of Australians.  As a result, serial guerilla marketer Dick Smith must withdraw his same-sounding product OzEmite from retail shelves around the nation.

“After years of confusion, I am delighted that the trademark umpire has ruled that the name AussieMite is ours and that Dick Smith must pull his copycat, same sounding product off the shelves,” said AussieMite director Roger Ramsey.

“We’re the only AussieMite that can be legally sold in Australia following this decision by IP Australia.  No more confusion!”
Mr Ramsey said he hoped that Dick Smith would abide by IP Australia’s ruling and not appeal the decision. 

“I sincerely hope that Mr Smith will respect the umpire’s decision and that we don’t have to serve AussieMite on a lawyer’s picnic!”
In 2012, Dick Smith launched his product under the disputed name OzEmite in direct competition to the company run by Roger Ramsey and his daughter, Elise since 2001.  Their product, AussieMite has been sold in Australia and the UK over the past 13 years, uses only quality Australian ingredients where possible and was founded on the values of providing a real alternative to US-owned Vegemite.

“We’re a small Australian-owned family company with a big heart, a healthy great tasting product – and now, the backing of IP Australia,” Mr Ramsey said.  “This decision by the trademark umpire means we can direct our energy into offering AussieMite to the mums, dads and kids of Australia as a truly Australian, tasty and healthy choice.”

Mr Ramsey said that since launching on-shelf 13 years ago, AussieMite had led the market with a commitment to no artificial additives or preservatives, a high proportion of Australian inputs (almost 90%) and low sugar and salt content.  AussieMite is also proudly labelled as non-GM and certified as gluten free.  The product contains generous proportions of vitamin B complex, which can be important for pregnant women as well as for stress and mental health.

“With the continued loyal support of fellow Australians, we hope AussieMite will replace US-owned Kraft’s Vegemite as the Aussie staple in 9 out of 10 households with our healthy and delicious spread that keeps jobs and profits here for future generations.”

Mr Ramsey said that when he asked IP Australia to remove OzEmite from its register in 2011, the brand had been owned by a company called “Dick Smith Investments”.  A few months prior to this month’s IP Australia hearing Smith re-structured his company and created an “OzEmate” charitable foundation, under which his OzEmite spread now sits.

“Mr Smith is to be admired for his charitable work – but he’ll just have to support it with a product name that’s not ours,” Mr Ramsey said. 
AussieMite is available in Coles and Woolworths supermarkets and leading independent retailers nationally.  It can also be purchased on-line at www.aussiemite.com.au 

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