In a true David vs. Goliath story, Vermont artist and local folk hero Bo Muller-Moore was granted trademark to his famous phrase “Eat More Kale,” despite a long fight with historically homophobic fried chicken chain Chick-fil-A.
Muller-Moore began using the phrase over 15 years ago after his farmer friend asked him to print a few t-shirts for his family. The slogan quickly spread throughout Vermont and beyond, with Muller-Moore making a business out of it and promoting local agriculture (and what would become a very trendy vegetable) in the process. Over ten years later, southern fast food giant Chick-fil-A caught wind of the t-shirt maker’s success and sent a letter asking him to stop using the phrase, claiming that it was too close to their trademarked “Eat Mor Chikin,” and even citing 30 examples of others who had tried to use the “eat more” phrase and withdrew it after the company objected.
Vermonters may be stereotypically peaceful, but Muller-Moore wasn’t ducking out that easily. Instead of succumbing to the pressures of the fried chicken giants, who, did I mention are historically homophobic to the point where Mayor Menino told them to stay the hell out of Boston. Without a proper cease-and-desist from a federal judge, Muller-Moore continued making his shirts and bumper stickers, and applied for a trademark with the US Patent and Trademark Office. Now, almost four years later, with the vocal support of Gov. Peter Shumlin and a handful of law students from the UNH legal clinic, Muller-Moore has emerged victorious.
This is a win for health-nuts, Vermonters, Phish fans, laid-back people of all kinds, heck, really anyone who enjoys a good underdog story. Now that it’s over with, first order of business is getting these drag queens some Eat More Kale swag.
You can check out Muller-Moore’s products at his website. And you can eat more kale too by checking out your local farmer’s market or grocer.
[image via Facebook]