Oro, not an American cookie, a delicious cream filled cookie that comes with twice the amount of cookie of our Australian Tim Tam (yes, I am easily distracted!) is the Italian word for 'gold'. The word was originally secured by Cantarella, the distributor of Vittoria in the late 1990's who trademarked the word at their own expense.
Lavazza is an Italian coffee brand while Vittoria is an Australian coffee brand. Vitoria says Lavazza should stop using the term 'Oro' on their packaging.
This isnt the first time common words have been the point of argument and legal costs between coffee companies - the same company that sells Vittoria, Cantarella, were challenged by Modena (the company behind Molinari Coffee), who claimed they have a monopoly on the word 'Oro' (gold), as well as 'Cinque Stelle' (five stars). this resulted in Vittoria (Cantarella) being stripped of the trademarks, but as the system can be challenged in the High Court, it was subsequently reinstated.
Are you confused?
So, what iss the reason behind all this? Yes - it is about money, profits, market share and brand. Sydney based company Cantarella is suing Lavazza for damages and this relates to sales as far back as 2016! Cantarella (Vittoria) claims that Lavazza's profits from it 'Oro' coffee have been lost to them and that their trademark's reputation has been damaged - good luck in determining the value of that!
I think all this can be solved by sitting down at a nice cafe and enjoying a flat white together (and long blacks for the lawyers, of course).