In December the U.S. District Court for the Eastern District of Virginia upheld a ruling that the Swiss Interprofession du Gruyère and the French Syndicat Interprofessional du Gruyère lost the U.S. “gruyère” trademark due to U.S. consumers not associating the mark with the region (genericide).
You can read the USPTO case here, before it was appealed to the District Court: https://ttabvue.uspto.gov/ttabvue/v?pno=91232442&pty=OPP&eno=18
The District Court upholds the ruling here: https://storage.courtlistener.com/recap/gov.uscourts.vaed.496839/gov.uscourts.vaed.496839.106.0.pdf
The case is now on appeal before the Fourth Circuit.
~Max