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Chick-fil-A will fight to protect 'Eat Mor Chikin' trademark

December 5, 2011

Chick-fil-A released a statement Monday saying it will fight to protect its award-winning "Eat Mor Chikin" brand trademark after a Vermont artist recently submitted an application to trademark a similar slogan, "Eat More Kale."

Bo Muller-Moore has been printing T-shirts for 11 years, eventually under the Eat More Kale name. The shirts are sold on his eatmorekale.com website.

In August, Muller-Moore applied for a trademark for the slogan. However, Chick-fil-A has contended the tagline is an encroachment upon its "Eat Mor Chikin" trademark rights and sent him a letter asking for a cease and desist.

The company stated: "In 2006, we became aware of a Vermont company using the phrase "Eat More Kale" on T-shirts, which are sold on their website, www.eatmorekale.com. We have co-existed under these circumstances since 2006. However, in August of 2011, the Vermont company submitted its application to trademark the slogan 'Eat More Kale' for use and protection nationally. Because of this new development, we are required to protect 'Eat Mor Chikin,' our own brand and trademark."

Chick-fil-A has filed about 30 complaints against other companies using a variation of "Eat More," all of which agreed to stop using the phrase.

"We support the entrepreneurial spirit of small business, and, in fact, our business model is founded on providing opportunity for small business owners. Every one of our 1,603 restaurants is owned and operated by a local business person who lives in and gives back to their community. Unfortunately, when protecting our trademark, the law does not allow us to differentiate between a large company or a small enterprise," the company stated.

Chick-fil-A's Eat Mor Chikin has been in place for 16 years.

Muller-Moore's supporters have an ongoing petition on Change.org, which has generated nearly 20,000 signatures thus far. Change.org released a statement demanding that the QSR stop "bullying" the small business owner.

"I need this federal trademark to protect my design and to further allow me to grow my small business," said Muller-Moore. "Chick-fil-A says that my t-shirts, bumper stickers, and website are confusing their customers, affecting their profits, and diluting their billion-dollar ad campaign. I assure you, I have not confused a single Chick-fil-A customer, nor have I cost them a single dime."

Muller-Moore has also started a legal fund through the Eat More Kale Facebook page.

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