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Food and Beverage Innovation Team

With the New Zealand Government’s plans to treble the F&B sector’s export market by 2025, leveraging the value of IP will be key to achieving the greatest return.

How better to meet these goals than dedicating a team to the cause. Meet our Food and Beverage team.

With the teams patent, trade mark, design, business in Asia, commercial, business strategy and commercialisation know-how, we have the expertise and credentials to leverage your place in the market.

So what can we do for you?

  • Identify your intellectual property in order to leverage your reputation and brand
  • Protect new concepts relating to your product or process
  • Facilitate business opportunities with license agreements
  • Develop strategy and business models e.g. exporting your IP instead of exporting tangible food goods
  • Secure design registrations to protect the look of a product
  • Advise on legal compliance including Advertising Standards Codes – advising, pre-vetting advertisements and responding to complaints;
  •  Packaging and Labelling compliance – e.g. Food Standards Codes, Fair Trading Act etc.

As part of our health claims advisory service, we can:

  • Review existing/new product health claims and advise if they comply with the new standards
  • Assist with the application process for self-substantiated ‘general level’ health claims, if not already pre-approved
  • Provide strategic advice on how to maximise the value of health claims for current and future products
  • Leverage health claims through a products branding, packaging and advertising

Our Food and Beverage team

For our team it’s personal. Meet the experts with hands-on industry experience, and a genuine passion for the sector.

Johnathan Chen (陈禹豪), Auckland

Head of Division - Asia (亚洲部总监)

John Mansell, Auckland

Senior Associate

Food and Beverage Innovation Team Clients

These clients called on us to leverage and protect the reputation of their brand.

What people say
"The team at James & Wells provide Emerald Foods with professional and robust advice in a timely and friendly fashion. We use James & Wells for all our national and international IP advice and trademarking across all of our brands."
Fraser Brown, General Manager - Export - Emerald Foods Group
"Peter and James & Wells have been instrumental in helping us develop and implement a sound IP strategy in relation to our R&D and innovation pathway.  Peter’s expertise and practical application of IP in the food industry has been invaluable to Goodman Fielder."
Shantanu Das, Research and Innovation Senior Manager - Goodman Fielder
"James & Wells was able to comprehensively understand our business and, most importantly, our position in the market. The value of investing in an IP strategy cannot be underestimated, particularly given the brand equity we have successfully developed for Kokako."
Mike Murphy, Managing Director - Kokako
"James & Wells helps Original Foods Baking Co. to protect our brands and IP. As a medium sized, wholesale baking business that exports internationally this is a vital element of our business. With James & Wells we have found a firm that understands our market and has extensive knowledge of the F&B sector. "
Jane Mayell, Managing Director - Original Foods
"James & Wells have shown that they have a sound understanding of ZESPRI's business and the environment in which we operate. We value their practical, reasoned approach to the day to day matters and their contribution to ZESPRI's commercial and strategic objectives."
- Zespri
"James & Wells provides New Image Group Ltd with specialist advice in the area of intellectual property which includes looking after our patent portfolio that protects our Sleep Milk product in New Zealand and internationally, enabling us to successfully launch our product worldwide."
Guy Wills, General Manager - New Image Group