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Kale Vs. Chicken: Chick-fil-A Sues Local Kale Enthusiast

Bo Muller-Moore in his home, the Vermont man who is building a business around the term "eat more kale," which has been plastered on T-shirts, bumper stickers and other items, is running into opposition from the second largest fried chicken retailer in the country, Chick-fil-A. (AP)

Bo Muller-Moore with his apparel that says "Eat More Kale," is running into opposition from the second largest fried chicken retailer in the country, Chick-fil-A. (AP)

Now a story about a David-and-Goliath-style confrontation, between fast food chicken and kale.  It starts with a Vermont-based folk artist named Bo Muller-Moore.

About ten years ago, Muller-More started using his silk-screen machine to print up and sell T-shirts with the slogan “Eat More Kale.” That might not sound controversial, but to the folks at Chick-fil-A it is.

The Chik-fil-A "Eat Mor Chikin" ad campaign that the company says is in conflict with Mr. Muller-Moore's "Eat More Kale" campaign. (Chik-fil-A)

The Chik-fil-A "Eat Mor Chikin" ad campaign whose patent the company says is being violated by Mr. Muller-Moore's "Eat More Kale" campaign. (Chik-fil-A)

Chik-Fil-A is an Atlanta-based fast food company that uses images of cows to urge us to “Eat Mor Chikin.”  The company says “eat more” — whether it’s chicken, kale oar anything else — is part of its trademark. And it’s demanding that Muller-More stop using the phrase and turn over his website, EatMoreKale.com.

We reached Muller-Moore in Montpelier, Vermont.  He told us about the legal challenge — and about his t-shirts.



*Radio Boston contacted Chick-fil-A for a response but the company won’t comment on pending legal matters.

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  • Kelsey

    Ckick-fil-A is behaving deplorable. This is yet another reach by corporate and mass-market/fast-foood chains to undercut small, local farms and small business.

    I proudly wear my Eat  More Kale long-sleeve shirt, short-sleeve shirt and bumper sticker. Go Bo!

  • Anonymous

    Chick-fil-A are nothing but an example of how the corporate food busniess is wrong.
    How can a company sue over the using the words eat more.

    This is disgusting and un-American.   If I could I would love to put them out of busniess.
    Fast food is the worst thing to happen to this obese nation. How about we all start a class action suit against all of them for their part in the raising cost of health care.

  • Cornishpagan

    Having read this story, here in England, it only compounds my reasons for disliking the American prediliction for litigation even more. Land of the free, dont make me laugh, looks like freedom of speach disapears as soon as the lawers get started…

    • Bil Carter

      Here in America, we dislike your predilection for having a sense of superiority over everyone you’ve ever met.  Name the country that Britain has occupied that did NOT kick them out.  Ireland doesn’t count, because they aren’t through with you yet.

      By the way, in the QUEEN’S English, we spell it “speech”.  And “disappears”.  And “lawyers”.

      We now return you to your polo match and crumpets.

      • Esther


  • Bonifino

    Let them know how you feel!!!

    Communications Director–>> Brenda.Green@chick-fil-a.com
    Chief Marketing –>> Steve.Robinson@chick-fil-a.com

    • Bil Carter

      I intend to!  I’m going to write to them both and tell them that the brownies they sell at the counter are absolutely delicious.  I also intend on ranting to each of them about how clean the restaurants are and how polite the staff is.

      • http://placidair.wordpress.com/ Placid Air

        So how much are they paying you to internet shill for them?

  • http://en-pi.facebook.com/steward John Deltuvia

    Ah, Chik-Fil-A!  The big Christian company!  Donates to Christian right wing causes!  Closed on Sunday!

    They never seem to have heard of “turn the other cheek”, though.

    • Bil Carter

      I don’t think you know what “turn the other cheek” means.  It has NOTHING to do with letting somebody take your property.

      I love how liberal anti-Christians love to quote the Bible, but they have no idea what it means because they wouldn’t read it if their life depended on it.  The funny thing is, their lives DO depend on it.

      • Montanafreedom
      • http://placidair.wordpress.com/ Placid Air

        Really?   I’ve read it cover to cover — 3 times?  How about you?  Have YOU read it in it’s entirety, or only the sections your minister told you to read … while telling you what they mean at the same time?  As for “letting somebody take your property”….  they do NOT own the words “eat” and “more” — you can’t own a real word…. that’s why they had to alter it to the full phrase of “eat MOR Chikin”… the spelling errors on the FULL PHRASE make the PHRASE trademarkable… the individual original words are not.    What they are is a corporate bully with their heads up their asses.   It’s time for them to back the hell off and ‘EAT MORE CROW’.

  • Maw63

    This is ridiculous!  He’s not presenting the phrase with similar imagery or anything related to Chik-fil-a at all other than the use of 2 very common words in the english language.  Chik-fil-a is declaring the ownership of a phrase parents (and health experts) have used for years.  Eat more fiber, Eat more vegetables, etc.  If they own that phrase, parents will be out of business- 

  • Matthew Goodling

    I wonder how long this will stay up before being shut down?


    • http://www.facebook.com/people/Paula-Ramsey/563824020 Paula Ramsey

      That’s a good one. Unfortunately, while “Eat More Kale” is not trademark infringement, using the word “Chikin” is.

  • Jcsg86

    So much for Christian values!  What would Jesus do?!  He’d probably eat more kale and leave the poor t-shirt guy alone!

    • Bil Carter

      Only a liberal moron would see Christianity in this story.  You dopes blame everything on Christians.  Don’t worry, we’re praying for you.

      • JD

        Not a very Christian response. 

      • http://placidair.wordpress.com/ Placid Air

        Chick-fil-A has made their company about “Christianity”…. so it’s relevant to this story.

  • JD

    Perhaps “Eat Less Chicken” would be OK?

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