Identipet (Pty) Ltd. acts against FiveStarID for Brand Piracy
Identipet (Pty) Ltd became aware in February 2013 that the company, FiveStarID, is attempting to market a cheap microchip reader “Mini Reader” with the embedded LED screen product name of “Pocket Reader”.
The name Pocket Reader however has been trademarked in several global countries and used internationally by Destron-Fearing USA for over 17 years. It is used in relation to the US made Destron-Fearing products Pocket Reader and Pocket Reader EX .
Identipet (Pty) Ltd, as the sole distributor for Destron-Fearing Allflex USA since 1998, has successfully and extensively marketed the Pocket Reader and Pocket Reader EX, in their distribution territory of Southern Africa. Due to its quality, performance and reputation, it is seen as a premium product.
The Destron-Fearing Pocket Reader is uniquely the ONLY animal microchip reader globally available, which is able to decode and identify all the 9 international animal microchip protocols in existence. It also has a range of additional auxiliary features.
The cheap “Pocket Reader” offered for sale by FiveStarID in stark contrast, decodes only 1 animal microchip protocol, therefore cannot decode most of the South African animal implanted microchips, and with no auxiliary features, is as such, less relevant to the high demands of the Southern African RFID market. By its name association, lesser relevance, and performance difference, the FiveStarID “Pocket Reader” has potentially harmed the good reputation of the well-established Identipet product in the eyes of consumers who are unaware that two products with the same name exist, and of the marked differences between them.
Identipet’s legal team’s approach to FiveStarID was:
- to purchase, for destruction, the remaining FiveStarID stock of their readers,
- to compile for use, a statement of fact regarding the readers
- and to secure an undertaking that no further sales or advertising of their product will occur
- the legal initiative has not resulted in satisfactory resolution.
Identipet will however, institute proceedings should any further attempt be made by FiveStarID to persist with the Brand Piracy, or advertise or market their product.