Whole Foods Just Got Called Out for a Pretty Big Exaggeration
From The Washington Post, 7/28/16: Whole Foods Market says it's "America's Healthiest Grocery Store." Now, the grocery chain is looking to update its slogan to reflect a loftier moniker: "World'sHealthiest Grocery Store." Unfortunately for the grocer's efforts, the U.S. Patent and Trademark Office recently rejected its application to register that slogan. Whole Foods will have six months to update and refile the case and may choose not to do so, although that seems unlikely. On top of that, Whole Foods's attempts to break into the global market has been slow. It launched its first international outlet 14 years ago and has opened just 19 since, in just three countries. The agency said it rejected the trademark because it makes a "laudatory" claim, or is based on exaggerated praise that can't be proven or has not been proved true. For instance, Papa John's slogan "Better Ingredients, Better Pizza" was initially struck down by a court in 2000 because it could not substantiate that it indeed had better ingredients than all of its competitors. Read entire article here.