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 ...

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