When Vermont T-shirt maker Bo Muller-Moore started printing “Eat More Kale” shirts in 2001, he said, he had never heard of Southern chicken restaurant empire Chick-fil-A Inc. and its “Eat Mor Chikin” ad campaign. A kale farmer suggested the kale catchphrase to Muller-Moore, and he started making the T-shirts as a hobby with his autistic foster son.
Although Chick-fil-A has no Vermont restaurants, the company eventually heard of Muller-Moore. In 2006, he fended off cease-and-desist letters from the company with help from a pro bono lawyer. Last year, Chick-fil-A surfaced again to oppose his 2011 trademark application, which is still pending.
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