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Fighting Fakes

Courts Are Providing Increased Protection For Those Who Create Products And Packaging.

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This story appears in the February 1996 issue of Entrepreneur. Subscribe »

Since 1905, family-owned Frank Brunckhorst Co. has been selling its meats, cheeses, hot dogs and condiments under the name Boar's Head. Proudly identifying its products with a logo of a boar's head in a circle or an oval, the company has developed a network of distributors and expanded over the past decade from its original New York market to retail stores nationwide. So imagine the owners' surprise in April 1994 when a major beer company rolled out a new beer brand bearing a similar logo and the name "Boar's Head Red."

There had been no confusion 10 years earlier when the same brewer, G. Heileman Brewing Co. Inc., introduced a Blue Boar line under its Weinhard's label. The new red beer, though, had customers asking Brunckhorst distributors when they'd gone into the beer business.

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