Eat More Kale

Eat More Kale is a Vermont based t-shirt company founded by Tennessee born Bo Muller-Moore in 1999.
History
After graduating with a history degree from Samford University in 1998, Muller-Moore migrated to central Vermont.
Shortly after settling, his wife bought him a small screen printing kit as a gift. With her help setting up a space above their Montpelier garage, he began printing t-shirts. His first design was a shirt that simply read "cheese" in a font he created by tracing the shape of his finger on a piece of acetate with a razor. The design was so popular that he began selling his shirts at the Montpelier Farmer's Market. In 2001, fellow vendors Kate Camellitti and Paul Betz of High-Ledge Farm in Woodbury, VT, special ordered two shirts for themselves, asking for them to read Eat More Kale in Bo's off-the-wall lettering style.
Chick-fil-a trademark battle
In 2006, fast food giant Chick-fil-A sent Bo a cease and desist letter demanding he send his inventory to Georgia to be destroyed. Their argument was that his design was too similar to their Eat Mor Chikin campaign. The Vermont Arts Council provided Bo a free lawyer and after six months of correspondence with Chick-fil-A, the fast food company relented and stopped communication.
By this point, Bo's design was recognizable enough that people began printing copycat shirts on Etsy, Cafe Press and Zazzle. He acquired another pro-bono lawyer, Daniel Richardson, and in 2011 moved to file for a trademark to protect his work. Chick-fil-A took the opportunity to send a second cease and desist letter and moved to block his trademark application.
When news outlets caught wind that Chick-fil-A was entangled in a legal battle with a small, Vermont t-shirt vendor, the story exploded. Coverage from the Huffington Post, NPR, and CNN's Anderson Cooper, to name a few, pushed Eat More Kale sales through the roof. Bo's one-man operation suddenly couldn't keep up with the demand so he joined forces with Beavins and Sons printing, a family-owned business from Montpelier who currently helps fulfill orders.

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