A milk business was established in 1933 in Novaliches, Rizal. Using the name “Selecta” as its trade name and trademark, milk products were distributed in different residences, restaurants, and offices. Thru the years, the business eventually expanded to include ice cream as well as sandwiches, other food products, and bakery products. The owner also ventured into the catering business. The brand “Selecta” was printed on the packaging of all the products, delivery trucks, and even became the name of his restaurant. In 1950, however, the business was registered under a different name despite the use of the Selecta trade name.

In 1955, however, another company, involved in manufacturing bakery products such as biscuits, cookies, and crackers, applied for the registration of its trademark, to be used in its bakery products. Concerned that the trademark would cause confusion as to which company manufactured the goods being sold, the Patent Office published the application for opposition. True enough, the owners of the milk business filed their opposition informing the Patent Office that a case for unfair competition was pending in court.

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