Manuka trademark?

There's a hullabaloo brewing down under. Comvita is trying to trademark the name manuka in European markets. They say it's just to protect themselves, but other Kiwi beekeepers think they could be bounced out of using the name in exports. It seems that anyone can use the name in New Zealand home markets where it cannot be registered as a trademark. This should be an interesting story to follow. (Manuka is the therapeutic honey that comes from the tea tree.)