Aldi orders H.E.B. to discontinue ‘Joe’ reference

Batavia, Ill. German retailer Aldi, parent to the Trader Joe chain, launched an action against H.E. Butt in protest of H.E.B’s new banner “Joe V’s Smart Shop.”

According to reports, Trader Joe’s has sent a cease-and-desist letter to H-E-B, ordering it to stop using the name “Joe,” claiming it would cause confusion in the minds of consumers. The letter added that Trader Joe’s would “pursue any and all available legal remedies” if those demands were not met, according to reports.

formatted similarly to Trader Joe’s, in Houston last week.