Monthly Archives: December 2011

Vermont T-shirt David vs. Goliath Chick-fil-A

Eat More KaleVermont T-shirt screen-printer and friend Bo Muller-Moore of Eat More Kale is feeling his 15 minutes of fame this week as he takes on the big birds at Chick-fil-A, who issued him a cease-and-desist letter earlier this fall. Fearing the public might confuse Bo’s “Eat More Kale” t-shirts with Chick-fil-A’s “Eat Mor Chikin” campaign, the fast-food giant’s feathers ruffled when Bo recently applied for a federal trademark on his business name. The multi-million dollar fast-food company threatened to block Eat More Kale’s trademark attempt and shut down Bo’s business.

Bo Muller-Moore infront of his Eat More Kale studioFor those new to Vermont’s favorite T-shirt, Eat More Kale is a t-shirt screen printing shop run by Bo and his wife Melissa in Montpelier, Vermont. The quintessential artisan, Bo personally applies the designs to all his t-shirts and hoodies one at a time. On the other hand Chick-fil-A sold more than 282 million Chick-fil-A Sandwiches in 2010, that is 537 a minute or almost 9 sandwiches per second.

Eat More Kale is about supporting small business and local food. “I am a one man show, so my shirts are distinctive, offbeat, one-of-a-kind works of art. I have no giant call-centers to hide behind and I don’t need them. I am one man with one squeegee and that’s how I like it. When you see someone wearing one of my t-shirts you will instantly recognize its personal style, character and the care I took to craft it.”

He uses our products exclusively: both Comfort Colors and our Aurum Organic line. “The first time I got my hands on one of their shirts I knew they were the ones to use. These are some of the best clothes money can buy and their quality, style and earthy colors are the key to my success.”

This David vs. Goliath story captured national media attention. Beyond the local clucking on social media and VPR, the story is featured in the New York Times, the Christian Science Monitor, and the Boston Globe. Even Vermont Governor Shumlin is backing the case. “Don’t mess with Vermont and Chick-fil-A get out of the way,” Shumlin was quoted in the Globe.

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