Bo Muller-Moore
From Wikipedia, the free encyclopedia
Robert "Bo" Muller-Moore[1] is a silk screen artist based in Montpelier, Vermont,[2][3] known for a legal dispute with fast food company Chick-fil-A.[4]
Circa 2000, Muller-Moore, at the instigation of a kale-farming friend, created a design featuring the phrase "Eat More Kale", and started to print t-shirts bearing the design.[5]
In 2011, Muller-Moore's application for a federal trademark to protect the "Eat More Kale" design drew an objection from Chick-fil-A.[4] Chick-fil-A contended that the phrase infringed on its trademark, "Eat Mor Chikin,"[4] and ordered Muller-Moore to give his website to Chick-fil-A.[6]
Chick-fil-A's actions resulted in a Streisand effect.[7] Muller-Moore received national press coverage,[8] vocal support from the then-governor of Vermont, Peter Shumlin,[4] and a sharp upturn in t-shirt sales.[9] Chick-fil-A's actions were portrayed as corporate bullying.[10][11][12][13]
Documentary
Muller-Moore raised funds via Kickstarter to create a documentary film about his efforts, originally to be titled A Defiant Dude it was changed to Vermont and the Big Green Nothing after the filmmaker uncovered Bo misleading the public on exactly what Chic-fil-A had done to stop him. (the film has since been completed but it's waiting for someone to pick it up for distribution.[14])