Arla Foods is a global dairy company and a cooperative association owned by Danish, Swedish and German dairy farmers. With more than 17,000 employees, Arla Foods has production facilities in 13 countries and sales offices in an additional 20 countries.
Arla Foods is the largest producer of dairy products in Scandinavia, and the company faces common IP challenges in a large number of countries.
In 2007, Arla Foods decided to outsource its trademark department to Zacco.
Outsourcing the IP department of a company with a global trademark portfolio of 10,000 registrations in 120 countries requires more than a client-advisor relationship. A close, full-service collaboration with strong communication and continuous information exchange about the business developments is key to success.
With all IP back-office tasks and administration now outsourced to Zacco and one in-house IP specialist acting as a link to provide detailed company information, Arla Foods’ trademark counsel is now able to increase its value to corporate development by focusing exclusively on brand strategy, M&A and marketing activities. The result is a greater in-house business focus thanks to Zacco’s full-service IP portfolio administration, which can quickly be adapted to suit the client’s fast-changing workflows.
“Through outsourcing, we have managed to focus more on IP strategy to create and implement a global IP policy. It has made the business aware of the importance of IP as well as when to involve IP expertise, both in-house and within the outsourced department.”
- Jakob Balling, Intellectual Property Specialist, Arla Foods