Trader Joe's Objects to H-E-B's 'Joe V's' Name

ELLIOT ZWIEBACH

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 was instrumental in developing the concept over the last two years, and there is "no likelihood of confusion, mistake or deception," noting that Trader Joe's has no exclusive rights to the name "Joe."

Trader Joe's does not operate any stores in Texas.

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