
The well-known grocery store chain Trader Joe's has filed a lawsuit against a cryptocurrency-based Decentralized Finance platform known as Trader Joe, which is also named Trader Joe.
This allegation is aimed at refuting statements from one defendant in the case, Cheng Chieh Liu. When Trader Joe filed a complaint with the World Intellectual Property Organization (WIPO) in 2022, Liu said the DeFi platform that he operates was named after his brother. WIPO had ruled in favor of the DeFi platform at that time.
The chain alleges in its complaint that the DeFi platform created a fictional narrative involving a who sells crops in a local market, evoking its grocery brand. Although the DeFi platform has a similar mascot, the grocery chain alleges that the character's red cap is similar to its red logo and branding.
Trader Joe's said that the platform has capitalized on its more than 50 years of operations. On the other hand, it claimed that the DeFi platform was harmed by its reputation, noting that during Paris Blockchain Week, the DeFi platform ran a controversial 'vandalism-based' promotional campaign where its branding appeared on private property.
Trader Joe's has asked courts to stop the DeFi platform from using its name on its website, app, social media profiles, and other uses.
The supermarket chain seeks to obtain financial losses, including profits recovered from the DeFi platform, to compensate itself and cover legal fees. To obtain the ownership of various websites and domains connected to the DeFi platform, it intends to acquire a controlling interest.
Trader Joe's said that it sent several cease-and-desist letters to the DeFi platform, noting that he platform's operators did not respond to or comply with those requests. The DeFi website is still active and operational, the company said in a statement.