intellectual properties in roses some practical examples ir. p.g. cox and jelena zelincevic attorney...

Intellectual Properties in Roses

Some practical examplesIr. P.G. Cox and

Jelena ZelincevicAttorney at Law and IP Agent

Novi Sad 22 05 2014

Programme– My C.V.– Structure of my companies– Introduction to the rose market– Breeding of roses– Yearly breeding effort and breeding cycle– Research effort: winterhardiness– Yearly costs of breeding– How can we protect our investments?– Licence contracts

My C.V.

1959 Born on a small rose-farm1977 Start MSc horticulture in Wageningen:

Marketing, Business Administration, Roses1983 Teacher/lecturer in Marketing/Business on

secondary school and BSc level 1989 Director of new Department Business

Administration HAS Den Bosch1996 Director Horatia BV2009- 50 % director of Holeja Group

50 % breeding activities Pheno Geno RosesHobbies: travelling, cookingMarried, 2 children

Structure

Roath bv

Holeja, NL 100 %

Leja NS, Serbia 100 %

Dekoplant, Ukraine 52 %

France Vegetaux, France 25 %

Pheno Geno Serbia 90 %

Introduction to the Rose marketMajor markets: total 80 million roses in Europe yearly• Consumer Market: 2/3, but only 30 % are licensed

2006 20121.(4) United Kingdom 12 % 20 % 1.(-) Russia 0 % 20 %1.(5) Other Eastern-Europa 10 % 20 %4.(2) France 22 % 15 %5.(1) Germany 25 % 10 % 6.(3) Netherlands 18 % 10 % 7.(7) Others 8 % 5 %8..(6) Japan 5 % 0 %Total 100 % 100 %

• Landscaping Market: 1/3, but 70 % are licensed

Breeding of Roses

theory practice

Yearly breeding effort

40.000 crosses200.000 seeds50.000 seedlings100.000 test roses

Figures of 1 breeding cycle • 2012 Motherplants:

1500 pots = 300 genotypes• 2013: 40.000 crosses• 2013: 185.000 seeds• 2014: 50.000 seedlings • 2015: after 2 jaar selection:

– 200 varieties * 10 = 20.000 budded in 1 year– Yearly total budding > 100.000 roses

• 2016-202019: selecting and testingbudding larg numbers

• 2020: apply for plant breeders rights• 2021: market introduction

10 - 12 new varieties

Breeding for Winterhardiness • Winterhardiness• Marker Assistent Selection:

Hyper-rose project• Winterhardiness test trials:

– mother plants – F1

• Compare hardiness on own roots in Wageningen and budded in Ukraine and Serbia

Yearly costs of breeding • Direct costs as plantmaterial: € 30.000• Labour costs:

€200.000• Costs of Investments: €

30.000• Research costs: € 100.000 - € 60.000• Legal costs: € 0 - €

40.000• Marketing Introduction €

50.000• Overhead-costs €

40.000

Total yearly costs € 450.000

To be earned back by future license

How can we protect our investments?

1. Plant Breeders Rights on a variety:– European Plant Breeders – Plant Breeders Rights in 1 or more countries

2. Trade Mark Protection on a collection:– European– In 1 or more countries

3. Patent Protection on an new invention:– European– In 1 or more countries

Protection of Milly Winterjewel, Bozmillwin

1. Plant Breeders Rights on a variety:– European Plant Breeders: Bozmillwin, in process– Plant Breeders Rights in Serbia: Bozmillwin, in process

2. Trade Mark Protection on a collection:– European: Winterjewel®, in research – In 1 or more countries, in research

3. Patent Protection on an new invention:– We have an agreement that Plant Breeding from WUR

can do this on certain part of the outcome of the research on winterhardiness

Licence Contracts 1. License for testing new varieties:– Just for testing !

2. License for marketing and propegation of our varieties:– Non-exclusive right to propegate and sell certain varieties

in annex – License fee per sold or propegated numbers– Control

3. Sub-license for propegation of our varieties:– Right to propegate and sell certain varieties in annex only

to 1 Licensee mentioned in contract

Questions?