MONROVIA, Calif. — Trader Joe's Market here has sent a cease-and-desist letter to H.E. Butt Grocery Co., San Antonio, to stop it from opening a new limited-assortment discount format in Houston called Joe V's Smart Shop, according to published reports. The letter claims use of the Joe V's name would cause confusion in the minds of consumers, the reports said. H-E-B opened the store last week. According to reports, the chain said in a court filing the store was named for an executive who ...

REGISTER TO VIEW THIS ARTICLE - Register for a Free Account

Why Register for FREE?

Registering for content on Supermarket News will give you INSTANT access to invaluable articles and media content that industry professionals rely on. You will have access to our special reports, feature articles, and industry analysis. It’s FREE, easy and quick.  What are you waiting for! In addition you will also receive a complimentary copy of SN's salary survey sent to you by email.

Click here to read the FAQ page if you have any questions (opens in a new window)

Attention Paid Print Subscribers:  While you have already been granted free access to SN we ask that you register now. We promise it will only take a few minutes! Or visit your profile and add your print magazine account number and zip code.

Already registered? here.