Issue link: http://osercommunicationsgroup.uberflip.com/i/265774
K i t c h e n w a r e N e w s & H o u s e w a r e s R e v i e w S h o w D a i l y 8 3 S u n d a y, M a r c h 0 3 , 2 0 1 3 Housewares Show, one can't help but notice all the innovative product designs being showcased and the extensive marketing efforts being undertaken to promote these products. Protection of your market space depends on how successful you are at pre- venting others from using your invention to make similar products, as well as prevent- ing others from adopting confusingly simi- lar marketing elements. There are three ways in which you can achieve such protec- tion: 1) File utility patent applications to secure a monopoly on your new product or process; 2) file design patent applications to secure a monopoly on your product's new and ornamental design; and 3) file trade- mark applications to register your trade- marks, logos and slogans to prevent others from piggybacking on your marketing efforts. To be entitled to worldwide patent pro- tection, you have to file your application before you make your invention public. Although you have a year after you make your invention public to file your applica- tion in the U.S., the laws regarding publica- tion are evolving, and new laws go into effect on April 16 that limit this general rule. Patent protection of your product or process is also of paramount importance in licensing and distributorship deals, as well as finance negotiations. Deal makers and potential partners will shy away from investing in products that can freely be Gordon & Rees (Con't. from p. 1) copied by third parties, which ultimately erodes market share and diminishes prof- itability. What is the most common question you hear from the sharks on the Shark Tank TV show? "Is it patented?" To register a trademark application, you have three years after you file your application to "use" your trademark, so even if you have not yet used your trade- mark in commerce, you should consider fil- ing early. If you have already used your trademark, there is nothing that prevents you from filing for and registering your trademark even years after your first use. A registered trademark is a valuable asset. In many different countries, a third party can register your unregistered trademark, even if you are using it, and prevent you from using it. Last but not least, make sure you estab- lish a relationship with a patent and trade- mark attorney early on. Most attorneys will make themselves available for occasional questions long before you engage them to do your patent and trademark "heavy lift- ing." The intellectual property practice group at Gordon & Rees prides itself in helping small, start-up companies, as well as large, publicly traded consumer product conglomerates. The firm offers value-added services at very competitive prices. For more information, please feel free to stop by booth N7766, email Laurie Axford at laxford@gordonrees.com or Gregory Bennett at gbennett@gordonrees.com. Stop by the booth and enter an iPad drawing! few years now. What's behind the intro- duction of the new Premium Slow Juicer? FR: We've seen a growth of more than 45 percent in Hurom Slow Juicer sales recently, concurrent with the growing mainstream embrace of juicing as a lifestyle. But we also knew that some consumers were confused between the choice of a blender to make smoothies and a Slow Juicer. As a result, Hurom re- engineered the Slow Juicer with patented advanced features so that it can both extract juice and create smoothies while retaining many nutrients and enzymes that normally get lost with high-speed methods. KNSD: How does the Premium Slow Juicer do both juice and smoothies? FR: The latest product is unique, as it contains both a 'juice cap' and a 'pulp control lever' which are integral com- ponents of the smoothie making process. The pulp control lever allows consumers to choose between finer or pulpier juices based on their personal preferences. If you close the juice cap and move the pulp control lever to the closed position, you can churn your ingredients inside the bowl. This means you can now make smoothies using frozen fruits, blended drinks, and purees. KNSD: How is that different from mak- ing a smoothie in a blender? FR: Blenders use a high speed motor that generates some heat during the Hurom (Con't. from p. 1) blending process. The heat can damage nutrients and especially live enzymes; this is why the best olive oils say 'cold pressed.' The Premium Slow Juicer uses patented dual stage cold press technolo- gy that works like a mortar and pestle to extract more nutrients from the ingredi- ents and keep them in the juice. Additionally, the high speed combined with blades in blenders damage the cell structure of foods. It is proven that food cells are less damaged during the Slow Juicing process. KNSD: What are some other improve- ments on the Premium Slow Juicer? FR: The new model has a beautiful, cut- ting edge design that combines modern style and wide ranging functionality. The larger bowl is made with Tritan [BPA- free], the pulp outlet is larger, there is a magnetic safety base, and the machine comes with a lid to keep dust out. With the growing interest in detoxification, raw foods and healthy eating, we think the Hurom Premium Slow Juicer has a prime place on any kitchen counter. KNSD: Is there anything like this being offered on the market? FR: No, this is the first machine of its kind in the world. Hurom's focus is on health and innovation and they realize that in order to stay the international mar- ket leader in slow juicing, they need to continuously reinvent the category and create new demands. For more information, visit booth S3011 at the 2013 IH+HS. Be sure to visit www.rolandinc.com, call 323-731-1111 or email sales@rolandinc.com. JL: Since 1946, Lipper International has been a leading wholesaler of products designed to enhance both homes and lifestyles. To achieve this, offering the best possible value has been our guiding principle. We define value as the sum of design + quality + service and price. KNSD: What do you see as the most sig- nificant trend in the marketplace? JL: The exponential growth of online retail sales is continuing to transform the marketplace and create wonderful oppor- tunities across all channels. Where tradi- tional brick and mortar retailers are so limited in what they can offer consumers the web allows unlimited product offer- ings and unlimited strategies to present those offerings. KNSD: How are you addressing this trend? JL: We have increased our capacity to support the needs of our online retail partners including the web businesses of our brick and mortar customers. We have done this, in part, by increasing our inventory, the breath of products within each of our product collections and short- ening our shipping lead times. This is in line with our total value principle. KNSD: Are you introducing new prod- ucts at this year's show? JL: Yes we are, including additions to Lipper International (Con't. from p. 1) the following product collections: drawer organizers, cabinet organizers, cutting boards, kitchen tools, home office organizers, tablet accessories, acacia serving accessories and single serve coffee pod organizers. KNSD: Is there any one product you are most excited about? JL: Our new Universal Coffee Pod Tower (pictured) is very promising. This patent pending item features four tiers of swivel-out shelves each with a molded insert to hold seven coffee pods. It is designed to store and organize, for easy selection, Kuerig®, Nepresso®, CBTL®, Café Dolce®, Illi® and Starbucks® single serve coffee pods. We can even customize the coffee tower to offer larger customers exclusivity and differentiation in the marketplace. KNSD: How can our readers find out more about your company? JL: Visit our booth, S1624. Talk to us. Ask us questions. Let us listen to your needs. Let us show you how we can help you grow your business by partnering with you to offer additional 'value' to your customers. Visit our website or con- tact us as noted above. For more information, visit booth S1624 at the 2013 International Home + Housewares Show. After the show, visit www.lipperinternational.com, call 800-243-3129 or email info@lipperin- ternational.com. cocottes (Revolution) and colorful pieces (Froissés) that make Revol's offer unique and smart. KNSD: Describe your company's cur- rent marketing strategy. OP: At Revol, we believe in telling a story with our products – the story of the know-how, the tradition and the made-in- France pride – but we also like to com- municate what we have in common with our customers – the passion for cooking, entertaining and bringing joy to the kitchen. Our marketing strategy is very customized and local: we work closely with our independent retailers and we create materials for them to explain the brand, our values and our exceptional products. Our presence in department stores is also growing and we adapt our strategies to their customers and needs. KNSD: Are you introducing any new products? OP: Our famous crumpled collection is expanding with roasting dishes: colors make all the difference! Likid is also a new collection: we've worked with a designer to conceive these beautiful pots to serve all kind of liquids. Revol (Con't. from p. 4) KNSD: What products do you see as being hottest this year? OP: Revolution, that we introduced last year, has been growing and will keep grow- ing. It is a unique product on the market. It is the only piece of porcelain that you can use with induction, on the grill, in the microwave and oven. It is a 100 percent natural material for a 100 percent healthy cooking, and it is light, and its design is unique. I am very confident about this rev- olutionary product. The collection of Froissés (Crumpled) will also be successful this year. With the colors and the shapes, the Froissés collection is very different than what you can already find in the market. KNSD: How can our readers find out more about your company? OP: You can visit our new website www.revol-usa.com, follow us on Facebook and of course contact us direct- ly. Also, we will be hosting a press event Monday, March 4 in our booth from 3:30 to 5:30 p.m.; we hope to see you there. For more information, visit booth S3215 at The International Home + Housewares Show. Be sure to visit www.revol-usa.com, call 678-456-8671 or email press@revol- usa.com for additional information.