Pirate Joe’s (2348 West 4th) is sailing into dangerous waters. The Kitsilano depot where shoppers delight in finding their favourite Trader Joe’s products has just been sued by the American grocery chain. Trader Joe’s filed suit in Seattle on May 1.
Pirate Joe’s responded by taking the “P” down from their sign. You may have noticed that Pirate Joe’s became Irate Joe’s this week. It made me chuckle. I don’t know about you…
Owner Mike Hallatt told the Province that he will fight the lawsuit saying: “Everyone gets what we’re doing. We’re earnestly supplying a good product at fair prices. Pirate Joe’s, as cheeky as it is, isn’t misrepresenting Trader Joe’s. Their name is right on the product. My right to resell their product is stronger than their right to protect their brand.” Read more about how Hallatt imports goods here.
Trader Joe’s lawyer claims that Hallatt’s resale at “significantly higher prices” creates a risk that customers will believe Trader Joe’s charges higher prices.
The action sues for “deceptive” use of its trademarks and seeks a “permanent court injunction” against Hallatt, damages and an accounting of his profits.
Photo: Mike Hallatt and Barry Hogan.
Photo credit: T. Jerven
Have you shopped at Pirate Joe’s? What’s your ideal outcome?
