The licence agreement
46 Though first entered into well before the Code came into effect, it is the renewal of the licence agreement in 2016 that means that the Code will apply if it is a franchise agreement for the purposes of the Code. Therefore, it is the circumstances as at 2016 that are relevant.
47 The licence agreement recites that Blue Diamond 'desires to engage [Freedom Foods] in the manufacture, sale and distribution of the nut beverage products listed on Schedule A', defined as the Products. Schedule A lists eight 'Almond Breeze' products. It then recites that '[t]he Products are manufactured under Blue Diamond's formulations and specifications as described in Schedule B'. Schedule B is headed 'Blue Diamond products formulations and specifications' and states: 'To be published by Blue Diamond in the Production and Quality Assurance Manual after plant trials confirm the formulas'.
48 The recitals continue by stating that the Products are sold and distributed under Blue Diamond trade marks. Then the recitals state:
Blue Diamond desires to grant [Freedom Foods] the right to use the Formulations/Specifications to manufacture and to use the Trademarks in connection with the sale and distribution of the Products to wholesalers, distributors and retailers (collectively 'Customers') located and taking delivery of the Products … within the territory …
49 Of relevance to the issues raised by the appeal, though not determinative, is the absence of any indication in the recitals that the licence agreement involved the conferral by Blue Diamond upon Freedom Foods of a right to carry on a business in any particular manner. The recitals indicate that Blue Diamond is dealing with Freedom Foods as a party who has, and will continue to have, its own business as a manufacturer and distributer of products. There is no indication in the recitals that the subject matter of the agreement is the conferral upon Freedom Foods of a right to carry on a business of a kind that Blue Diamond has developed or that Freedom Foods will be looking to Blue Diamond for instruction (whether by way of direction or suggestion) as to the system or marketing plan by which the manufacture and sale of the Products will be conducted.
50 In its operative provisions, the licence agreement grants to Freedom Foods the exclusive right to use the Formulations/Specifications to manufacture the Products and to use the Trademarks to package, sell and distribute the products: cl 3(a). Therefore, the business activity to be carried on by Freedom Foods to which the agreement relates is manufacturing and selling the Products. Therefore, it is only a right to carry on a business activity of that kind that could be the subject of the grant of a right of the character described in para (b) of the definition. The question that arises is whether the licence agreement grants a right to Freedom Foods to carry on the business of offering, supplying or distributing the Products under a system or marketing plan that comes from Blue Diamond.
51 The licence agreement has provisions concerning marketing plans and promotional plans. It is important to pay close attention to the content of the provisions of the licence agreement as to these plans given the terminology in para (b) of the definition.
52 As to the marketing plans for marketing the Products, they are dealt with in cl 3(d). Blue Diamond is to be responsible for their development and implementation. They are to be 'reviewed by' Freedom Foods before being implemented. The parties are to meet to discuss the marketing plan should either party deem it necessary to do so. Blue Diamond is to bear the cost of the marketing plans and must spend at least 5% of the gross sales of the Products by Freedom Foods in any calendar year. Targets for marketing expenditure and sales were set in the first year (being well before 2016) and if they were not met then the other party could terminate the agreement.
53 These provisions could not by themselves or with other rights form a system or marketing plan by which Blue Diamond could substantially determine, control or suggest how Freedom Foods distributed the Products. Rather, they deal with the marketing by Blue Diamond of the Products within the Territory to those who may be interested in buying the products from Freedom Foods. They are not directed to the manner in which Freedom Foods will itself seek to sell or distribute the product. So much is made abundantly clear from the fact that the licence agreement provides that 'Blue Diamond shall implement the annual Marketing Plan' together with the absence of any mechanism by which the marketing plan may direct or suggest the way Freedom Foods will sell the Products (and the provisions of the agreement concerning promotional plans, see below).
54 As to the promotional plans, the licence agreement provides in cl 3(e) that Freedom Foods 'shall be responsible for the development and implementation of all annual trade promotion and account specific promotional plans'. Each of these plans is a promotional plan for the purposes of the agreement. Freedom Foods must expend at least 5% of its sales in each calendar year that is covered by the particular plan. Each promotional plan 'shall be reviewed by Blue Diamond before it is implemented'. Again the parties agree to meet and discuss the promotional plans should either party deem it necessary to do so. The implementation of the promotional plans is the responsibility of Freedom Foods.
55 These provisions place the responsibility for the formulation and implementation of the promotional plans in the hands of Freedom Foods. These are the plans that concern the way in which Freedom Foods will effect the promotion of sales of the Products to its customers (being wholesalers and retailers). Unlike the marketing plans, the promotional plans form part of the business activities that Freedom Foods is licenced to undertake. Yet, there is no mechanism in the agreement by which Blue Diamond could determine or control the content of the promotional plans. Nor are the plans themselves 'suggested' by Blue Diamond. It is the business acumen and experience of Freedom Foods that informs the content of the plans. In no sense do they originate with Blue Diamond.
56 The provision by which Blue Diamond may review the promotional plans before they are implemented and may call on Freedom Foods to meet and discuss the plan does not mean that Blue Diamond determines, controls or suggests the marketing plan. An ability to comment on a plan the content of which originates entirely with Freedom Foods unguided by any requirement of the licence agreement or any overall structure or form imposed or suggested by Blue Diamond is not a marketing plan with the requisite statutory character.
57 In a different case, a plan that is required to be prepared by the party alleged to be the franchisee may still have its content directed, controlled or suggested by a party who is a franchisor. The agreement as a whole may require the marketing plan to conform to the requirements of a system that originates from the alleged franchisor. It may require the alleged franchisee to produce a plan of a kind that gives effect to an overall system or marketing plan that comes from and is overseen by the alleged franchisor. It will be a factual question in each case whether the agreement as a whole takes a form whereby a system or marketing plan comes from the franchisor (whether by way of firm determination, control or suggestion) or whether it comes from the franchisee. The language of suggestion embraces those instances where the franchisor is expected to be the source of advice and instruction about how to conduct the business, rather than an instance like the present where Blue Diamond has a right to be consulted about promotion plans the preparation of the content of which is entirely a matter for Freedom Foods.
58 Consistently with the allocation of the responsibility for determining the manner in which the Products will be sold by Freedom Foods, the provisions of the agreement that require Freedom Foods to submit 'packaging, brochures, promotional materials and sales materials' prepared by Freedom Foods to Blue Diamond for approval also make clear that 'all trade promotion activities shall be conducted at the discretion and at the expense of [Freedom Foods]': cl 3(h).
59 Under the licence agreement, Blue Diamond has 'the right to direct packaging changes and changes to Formulations/Specifications as necessary for its business purposes': cl 3(f). It is to be noted that the right reserved by this provision is to be exercised for the purposes of the business of Blue Diamond. It is not couched in terms of a right to suggest how Freedom Foods will conduct its business. It is a protection for Blue Diamond's ongoing business interests as the owner of the intellectual property associated with the Products. This is reflected in the fact that the costs of implementing packaging changes are to be borne by Blue Diamond and will not be deducted from its annual marketing plan funding: cl 3(g).
60 Blue Diamond is also responsible for all packaging artwork and designs for the Products which shall be prepared at the cost of Blue Diamond: cl 3(h). As has been noted, promotional materials for the Products prepared by Freedom Foods must be submitted to Blue Diamond for approval: cl 3(h). These matters are equivocal when it comes to determining whether the agreement is of the character described in para (b) of the definition. They protect Blue Diamond's interest in its brand. By their character they control part of what Freedom Foods can do when selling the Products. However, the question is whether the agreement as a whole confers a right to carry on a business such that the business is to be conducted under a system or marketing plan that comes from Blue Diamond.
61 The agreement reserves to Blue Diamond the right to conduct market research at its cost and Blue Diamond agrees to make such research available to Freedom Foods without any warranty as to accuracy or completeness: cl 3(i). The form of this provision is consistent with Blue Diamond and Freedom Foods each conducting their own businesses rather than Blue Diamond suggesting to Freedom Foods the way in which its business will be conducted.
62 Freedom Foods must make available to Blue Diamond the results of all government inspections and audits including those 'related to or affecting [Freedom Foods]' facilities used to produce, store or transport Products produced under this Agreement, or any equipment, raw materials, ingredients, packaging materials, work in progress or Products located therein': cl 3(l). There are also requirements to notify Blue Diamond's quality assurance representative of the presence of anything harmful in the Products. There is also an obligation on the part of Freedom Foods to recall, withdraw and destroy any Products not in compliance with the Formulations/Specifications: cl 3(m). Again the specification of what must be in the products is consistent with brand protection and is therefore equivocal.
63 The extent to which the Code is concerned with the aspect of the licencing agreement that confers the right to manufacture the Products perhaps is not clear and was not the subject of any real argument. The definition is concerned with the grant of a right to carry on a business of 'offering, supplying or distributing goods or services'. It seems likely that supply includes manufacture and supply. However, it may be that the Code is confined to that part of the licence agreement that deals with the sale, supply or distribution of the Products. With that caveat, it may be observed that there are no detailed provisions in the licence agreement by which Blue Diamond may control or suggest the manner in which the manufacture of the Products is carried out (as distinct from the specifications to which the Products as manufactured must conform). The agreement may provide that the Products must be produced 'with utilization of a sheer mixer' and also specifies the contract manufacturer that Freedom Foods would use to make the Products: cl 12. Otherwise, the manufacturing activities are not the subject of provisions in the agreement that would allow for Blue Diamond to determine, control or suggest anything about the manner in which the manufacturing activities should be undertaken.
64 As to manufacturing, the agreement further provides expressly that Freedom Foods will have the right to arrange for manufacture by a co-packer approved by Blue Diamond 'in its sole discretion'. This is not a provision that enables Blue Diamond to say anything about the way Freedom Foods manufactures the Products. It is a protection from the risk that someone else will take over that role. There is also an obligation on the part of Freedom Foods to 'conform to the quality standards set by, and under the control of, Blue Diamond'. Again this is the type of equivocal provision that is of a kind that may be deployed with other provisions to determine, control or suggest a system or marketing plan to be followed by Freedom Foods. However, it may be deployed to specify outcomes that are to be achieved by the contracting party in circumstances where the manner in which the business is to be conducted to achieve those outcomes is entirely a matter for the grantee of the rights under the agreement.
65 The licence agreement then provides for the purchase by Freedom Foods from Blue Diamond of 'all of the almond base ingredients ("Almond Base") necessary to manufacture all Products': cl 4(a). A price for the Almond Base may be changed once per financial year. If the price is to be increased then Blue Diamond must give prior notice of the increase and give Freedom Foods 'a detailed breakdown of the basis for the price increase'. The agreement also specifies certain distribution goals to be met by Freedom Foods by dates that preceded the date of renewal in 2016: cl 4(c).
66 Significantly, the payment for the Almond Base is the only payment to be made by Freedom Foods under the licence agreement. There is no provision for a separate licence fee for the rights to the intellectual property conferred by the agreement. Further, as has been explained, Blue Diamond was required to expend 5% of the value of sales of the Products by Freedom Foods on marketing. It may be inferred that the price that Blue Diamond was to charge Freedom Foods for the Almond Base was to include remuneration for the value of the brands (the value of which was to be further enhanced by the ongoing marketing expenditure to be incurred by Blue Diamond) or that there was no charge for the value of that intellectual property. The latter is such an unlikely commercial position that, in the absence of the Court being taken to evidence to the contrary, it may be inferred that the Almond Base price included remuneration not just for the supply of the Almond Base. The primary judge was correct in reaching that conclusion.
67 Blue Diamond has a right to review and audit the records maintained by Freedom Foods 'with regard to production and unit sales of Products': cl 5(b). In some instances, rights of that character may be an incidence of the existence of a system or marketing plan for the purposes of para (b) of the definition. Such rights can be exercised in order for the party conferring the right to carry on the business of offering, supplying or distributing a product to cause those activities to be conducted under a system or marketing plan that comes from the grantor. However, in the absence of other rights by which such steps might be taken, the right to review and audit is explicable by the interest the Blue Diamond has as the exclusive supplier of Almond Base to Freedom Foods and the returns that it earns through the payment of the price for Almond Base on the sales of the Products.
68 There are provisions by which trade mark rights are conferred upon Freedom Foods: cl 6. There is no dispute between the parties that these aspects of the agreement satisfy para (c) of the definition.
69 Freedom Foods also agrees to accept a restriction from selling competing products: cl 10(b). This too is an equivocal provision. Restraints of trade are imposed in a wide variety of commercial circumstances. It is the kind of provision that would need to be shown to operate with other provisions to facilitate Blue Diamond being the party substantially determining, controlling or suggesting the system or marketing plan for the business before it could lead to a conclusion that para (b) was satisfied.
70 The parties to the licence agreement also agreed their own description of the nature of their relationship. Clause 15 of the licence agreement is headed in those terms and says:
This Agreement establishes a trademark licensing arrangement to manufacture or arrange for the manufacture and sale of the Products, and a requirements supply agreement for the purchase of the Almond Base. Nothing herein shall be deemed or construed to create a partnership, joint venture, agency or distribution relationship between the parties. To the fullest extent permitted by law, [Freedom Foods] hereby waives any and all claims against Blue Diamond for compensation for loss of agency rights, goodwill or other such loss otherwise than in accordance with the terms and conditions of this Agreement.
71 A description of that kind could not be determinative of the character of an agreement for the purposes of the Code. However, it may be observed that the description does not itself suggest that the licence agreement is a franchise agreement.