The indigenous Nasa people of the Cauca valley in Colombia claimed they discovered the medicinal qualities of the coca leaf......See Full Story>>.....See Full Story>>
Since Coca-Cola registered its trademark in South America nearly a century ago local businesses have been limited in how they refer to the plant.
But now Colombian firm Coca Nasa – which uses coca leaves to make energy drinks, beers and biscuits – has applied to trademark authorities to bar Coca-Cola from using the word `coca’.
If the David v Goliath legal battle goes against the US drinks giant it could be forced to change – or at least share – its famous name.
Cosa Nasa director David Curtidor said: “We’ve asked them to revoke the trademark that they registered for the Americans ages ago in a violation of the rights of Colombia’s indigenous people.
“This is a David and Goliath battle against colonialism. We’re saying enough is enough.’’
The tribe has long fought for the right to use `coca’ but reckons the election of former left-wing guerilla fighter Gustavo Petro as Colombia’s president in 2022 could push the ruling in their favour.
“We believe they will make the right decision now that we have an honest government in power,’’ David added.
Curtidor co-founded his company in 1998 in a bid to destigmatise the coca leaf – a crop the Nasa indigenous community has used for centuries either chewing it during rituals or cultivating it for food or medicine.
The name row exploded in 2021 when Coca-Cola threatened to sue the brewers of Coca Pola beer in Colombia for copying their name.
`Pola’ is Colombian slang for beer.
David added: “It’s the obvious name for a beer brewed from coca leaves.
“How could we call it anything else?
“We wrote back to them saying, `No way, you are the ones who need to explain who gave you permission to use the name of a key element of our culture in your products’.’’
He said the row could be resolved if Coca-Cola chiefs asked his community for permission to use the name and then `sat down for a discussion about compensation’.
Coca-Cola said it `respects all communities and their traditions as well as the laws and regulations of each country where it operates’.