An investigation into the reported use of the brand name "Manila" on Mexican mangoes has been launched by the Philippines government.
Juan Santos, trade and industry secretary, said: “I have directed the Bureau of Export and Trade Promotion to investigate the matter.
“We will wait for the results of the probe before we take any action, that may include lodging a complaint against the Mexican firms involved."
Santos said the Mexican producers' use of the "Manila" brand was misleading because the mangoes are grown in Veracruz, Mexico.
A government report said that "while Mexico acknowledges that the seedlings of its 'Manila' mangoes originally came from the Philippines during the colonial period by way of the Manila-Acapulco galleon trade, it must accord [the Philippines] due courtesy by awarding us the rightful use of the label."
It added Mexico's "Manila mangoes" were dominating the United States market.
Philippine mangoes carry the brand "Philippine Super Mangoes," which was adopted when the Philippine industry re-entered the US market in 2002.
The Philippines "will protect our product from such infringement on trademarks," Santos said. He said there was no patent on the "Manila" brand but "we will definitely have a claim to what is ours.”
Department of Trade and Industry data show mango exports amounted to $31.08 million in 2004, up minimally from $31.01 million in 2003.
The Philippines is the fifth largest mango producer in the world with 850,000 metric tons a year and the sixth largest exporter with nine percent of the global market.
“Our mangoes have a unique texture and sweetness that no other suppliers can claim,” Santos said, even as he urged small and medium-scale mango growers and exporters to continue improving the quality of their produce, noting there were changing consumption trends in the world market to which they needed to respond.
Santos said his department had stepped up strategic marketing efforts to promote Philippine mangoes in the international market.
