© Prana Biologique
The growing attention Canadians are paying to nutrition and how their food is produced and packaged is leading companies to take advantage of opportunities in this new niche. Among the pioneers of the organic snack industry is PRANA, a Canadian company from Montreal that sells organic vegan snacks.
The founders of PRANA, Alon Farber and Marie-Josée Richer, came up with the idea for the company name during a trip to India in the early 2000s. PRANA means “vital energy” in Sanskrit. Alon and Marie-Josée saw it as the perfect name to represent their company, which makes it a point of honor to market sustainable and healthy products.
From humble beginnings in 2005, PRANA has grown into a company of more than 100 employees that manages to reconcile social purpose and commercial profit (PRANA today holds B Corp certification). Its products are sold in all major grocery stores in Canada, the United States and parts of Europe.
Registered trademarks, a growth engine
The founders of PRANA were quick to protect the intellectual property (IP) of their brand, even before it gained popularity. Alon Farber registered PRANA's first trademark in 2010. Today, the company owns 6 trademarks in Canada.
“Our eagerness to register the brand from the start allowed us to look to the future of the company with confidence, knowing that no one else could take credit for what PRANA was about to achieve. »
Indeed, PRANA today is much more than just an organic snack company. Not only does the company sell products from sustainable agriculture, but it also encourages its customers to make informed and responsible food choices and to pass on their knowledge to those around them. In August 2018, The Globe and Mail featured PRANA in an article about healthy foods, acknowledging the company's commitment to the environment and its leadership role in the "snatchtivism" movement. PRANA aims to make this lifestyle simple and accessible, by providing advice and offering recipes on its website and on social media.
Being in full swing, PRANA prefers to focus its resources on its activities and retain the services of professionals to ensure the protection of its IP. After registering her first trademark, PRANA contacted a law firm, which helped her register a total of 5 trademarks in Canada, 3 in the United States and 2 in Europe. The firm also monitors the market for possible imitators and is ready to fight in court in case of infringement. What PRANA has to say about IP .
Apply early to save yourself a lot of trouble when your business grows. Choose wisely what you protect: try to protect the elements that are representative of your business, such as brand names, logos, slogans, as well as the products in which you invest large sums. Consult a law firm as soon as you can afford to do so.
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