More Than Just a Logo
In the crowded $270 billion North American pet market, a brand without a defensible identity is a brand living on borrowed time. For Better Pets, a wholly owned subsidiary of Ultrack Systems Inc. (OTC: MJLB), a recent series of legal milestones is not just about paperwork and filings; it's a critical strategic move to build a defensible, trusted name in a booming industry. This announcement highlights Better Pets' recent trademark achievements in both Canada and the United States, examines why these actions are crucial in the multi-billion-dollar pet care sector, and outlines what this means for the company's future growth. These deliberate steps signal a clear commitment to long-term value and market leadership. Let’s explore the specifics of these foundational trademark achievements.
Securing the Brand: A Two-Pronged North American Strategy
Establishing a powerful brand requires a deliberate approach to protecting intellectual property across key markets. For Better Pets, a cohesive North American strategy is paramount. The company has made significant and parallel progress in both Canada and the United States, securing a registered trademark in one and strategically advancing its application in the other, laying the groundwork for continent-wide growth.
Canadian Trademark Secured: A Foundation for Growth
Better Pets is pleased to announce it has officially secured its Canadian federal trademark registration. This achievement establishes a solid legal foundation for the brand's operations and expansion plans nationwide.
The key details of the registration are as follows:
• Registration Number: TMA1339765
• Effective Date: August 15, 2025
• Duration: A ten-year term, renewable in 2035.
This official registration grants Better Pets the exclusive right to use the ® symbol in Canada, a powerful indicator of a protected and legitimate brand. It formally safeguards the company's brand identity across all channels—from physical retail stores and e-commerce sites to social media platforms—ensuring a consistent and secure presence in the Canadian market.
U.S. Application Advanced: A Proactive Push Forward
Simultaneously, Better Pets has taken decisive action to advance its pending U.S. trademark application with the United States Patent and Trademark Office (USPTO). After receiving an initial refusal based on a potential "likelihood of confusion," the company filed a formal, strategic response on August 27, 2025 (Serial No. 97929972) to overcome the objection and strengthen its position.
The response demonstrated calculated legal thinking through three key actions:
1. Scope Refinement: The company strategically limited its application to non-medicated grooming and cosmetic care products, including specific goods like shampoos, conditioners, paw balms, sprays, and hemp-derived products.
2. Strategic Disclaimer: It disclaimed exclusive rights to the generic term "PETS" to narrow the scope and strengthen the registrability of the core "Better Pets" brand.
3. Legal Argumentation: It presented a compelling legal case arguing against the "likelihood of confusion," highlighting the widespread use of the term "Better" in the industry and emphasizing the clear distinctions in sound, appearance, and commercial impression of its brand.
The USPTO is expected to review this filing within the next one to two months. A successful review will result in the application being published in the Trademark Official Gazette—a critical step toward achieving full registration in the United States.
These parallel legal achievements are more than procedural wins; they are integral components of a broader business strategy designed to build a trusted brand in the lucrative North American pet care market.
The "So What?" Layer: Why Trademarks are a Game-Changer in the $270B+ Pet Industry
In an industry of massive scale, brand protection is not a mere formality but a critical pillar for market success and investor confidence. The global pet care market surpassed $270 billion in 2024 and is projected to grow at an annual rate of over 6%, according to Grand View Research. With Canada and the U.S. representing a significant portion of this demand, establishing a legally defensible brand is essential for capturing market share and building lasting value.
Here's why a protected trademark is a game-changer in this competitive landscape:
• Securing Premier Retail and Distribution Channels: A registered trademark is a prerequisite for serious conversations with distributors and national retailers. It eliminates the risk of product confusion and signals to potential partners that the brand is stable, professional, and legally secure.
• Defending Against Digital Counterfeits and Infringement: In the digital marketplace, infringement and counterfeit products are constant threats. A trademark provides the legal leverage necessary to defend against knock-offs and protect brand integrity across e-commerce platforms, ensuring customers receive authentic, high-quality products.
• Maximizing Value for Investors and Future Partners: For investors, strategic partners, and potential acquirers, a strong intellectual property portfolio is a key indicator of a company's long-term viability. A protected trademark is a tangible asset that enhances brand equity and demonstrates a forward-thinking commitment to building a sustainable business.
"This milestone ensures that our brand is fully protected nationwide, and it reflects our long-term commitment to growth, innovation, and trust with our customers, partners, and investors." - Reno Calabrigo, President of Better Pets
By methodically securing its brand, Better Pets is constructing a durable competitive advantage that will support its growth for years to come.
Looking Ahead: Building a Defendable Future
With its legal foundations strengthened in both Canada and the U.S., Better Pets is now positioned to focus on execution and growth. These trademark milestones are not the end of the story, but the beginning of the next chapter, one centered on bringing innovative products to a market of passionate pet owners. The company's strategy is founded on the principle that a protected brand serves as a platform for sustainable success.
“By securing intellectual property rights in both Canada and the U.S., we are protecting long-term value for our customers, partners, and investors. This trademark is more than a legal formality—it’s a signal that Better Pets is building a sustainable and defendable brand in the multi-billion-dollar pet care market.” - Reno Calabrigo, President of Better Pets
In the coming weeks, the company will provide further updates on its go-to-market strategy, including:
• Strategic roll-out plans for the brand.
• Upcoming product launches from its initial seven-product roster.
• Expansion into key retail and e-commerce distribution channels.
This protected identity is the launchpad from which Better Pets will become a definitive leader in the North American pet care market.
