Pirate (Irate) Joe’s Wins Legal Battle

Grocery store chain Trader Joe’s has had their case against Kitsilano retailer Pirate Joe’s dismissed by a Washington state judge.

Michael Hallatt, owner of Pirate (also known as ‘Irate’) Joe’s, called the lawsuit “frivolous,” one which sent Hallatt to court over alleged trademark infringement and false advertising. Hallatt opened the storefront in 2012 to satisfy British Columbians who were unable to purchase their favourite Trader Joe’s products across the border – the closest location is in Bellingham, WA. To compensate for travel expenses and taxes, he does mark-up the prices.

Now that he is banned from various locations in WA, he hires others to purchase the products for him.

I do not see the standpoint of Trader Joe’s in this case. Hallat, who spends close to $5000 on TJ’s goods every week, is paying retails costs for the products – and has no problem assuring customers whose products they are actually purchasing. Is what Hallat doing ethical? Not entirely, he is not affiliated with the brand, and it is reasonable to say he is affecting their brand name. However, Hallat is an advocate for the idea of free enterprise, and is a smart entrepreneur. He would have no problem shutting down his store when the brand decides to open a location in Vancouver.