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3 Nissan 5767 - March 22, 2007 | Mordecai Plaut, director Published Weekly
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NEWS
New Efrat Grape Juice to be Repackaged

By R. Gil

Tel Aviv District Court Vice President Yehuda Zefet reprimanded Efrat Wineries, one of Israel's oldest wine and grape juice producers and the founder of the first winery in Eretz Yisroel.

Zefet issued instructions to remove their one-liter grape juice bottles just days after they reached the store shelves, based on a claim by Carmel Wineries that the Efrat label and packaging (that is, the bottle) was deceptively close to the longstanding label and packaging on Carmel's grape juice. Though Efrat pointed out various differences between the two bottles and labels, Judge Zefet decided, "The packaging is almost identical ... " He rejected a request to delay the court order by 48 hours and instructed the company to recall all of the bottles within three days.

Efrat CEO Motti Tepperberg says that Efrat had no intention of any wrongdoing in releasing the new bottle design, which was imported from Italy. The bottle "is longer and narrower and has a label that is different in and of itself, and in our opinion the product is tastier and more attractive. We worked with legal [consultants] from one of the leading firms in the area of intellectual property and we will honor the court's ruling. We are flattered that Carmel Mizrachi sees us as a competitor against its strongest product and their reaction indicates a certain panic. Be'ezrat Hashem we will carry out the exchange in time and be on the shelves before the holiday."

 

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