Impossible food sues to cancel earlier trademark owners

Thanks for the support.

You will eat the bugs.

You will eat the soy.

You will live in the pod.

You will own nothing.

As a vegan myself this is very unfortunate because we are already easy targets and subject to a lot of prejudice. Impossible Meat bullying a small company might unleash a backlash of anti-vegan sentiment that can take on a life of its own. Make no mistake it has been there all along. Go back to other discussions about veganism here on HN and you will see the common anti-vegan memes. But when you're one of the leading brands of a minority movement like veganism you really need to make sure your PR is impeccable because your actions have broad-reaching effects beyond your business.

And to be 100% clear I am not being an apologist for Impossible. If they are indeed bullying and the case is as clear cut as this article describes then that is ugly behavior.

I'm sure their goal is to steal the trademark for their own exclusive use if they can swing that. Nullifying it so it is a generic term available to all would be worse for them than simply buying it from the rightful owners as they'd have to completely rebrand.

He has to fight back. This happens more than people realize. He has a well established trademark that protects an operational business. He should be able to win this. I am not an attorney or a naming / trademark expert but can recommend some good ones.