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Oprah Goes Organic with New Trademarks

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Oprah Winfrey by nayrb7 on Flickr

Oprah Winfrey by nayrb7 on Flickr

Oprah Winfrey has filed several trademark applications that would cover a variety of organic foods, personal care items, and other products.

The talk show host queen’s move to trademark “Oprah’s Organics” as well as “Oprah’s Harvest” and “Oprah’s Farm” indicate that Winfrey is likely seeking to expand her empire into previously uncharted territory: food, specifically of the organic variety.

The New York Post first reported on the United States Patent and Trade Office filings, which cover “bath soaps, sunscreen, massage oils, hair products . . . organic salad dressings and frozen vegetables, soups, beverages and snack dips.”

The Post quotes a representative of Winfrey as saying, “The trademarks were filed for Oprah’s farm on Maui to enable the farm to grow and distribute produce on Maui and throughout the Hawaiian Islands.”

Although Winfrey’s OWN television network has struggled, how her foray into organic foods would turn out remains to be seen. As Forbes notes, it’s not a bad market to try and enter right now. Robert Vosburgh of Supermarket News told Forbes, “Organic is the hottest growth segment in the supermarket industry . . . still growing at around 10% a year so there’s room for new products in all categories.”

Indeed, a survey by the Organic Trade Association found that “[t]he organic industry grew by 9.5 percent overall in 2011 to reach $31.5 billion in sales.”

What do you think about Oprah’s entry into the organic foods market?

Do you see the OWN owner’s salad dressing rivaling Paul Newman’s Own?

Would you buy Oprah’s Organics based on her name alone?

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November 18th, 2012 at 10:20 am