Ch 6: Footnotes

“Gold”: 

Arnall Golden Gregory, llp, letter to Daniel P. Richardson, Esq., re Infringement and Dilution of CFA Properties, October 4, 2011.

“Profiting from that anger”:

—Bo Moore, Eat More Kale Facebook page, April 19, 2014, “I’m in a battle with the U.S. FED GOV and the Billionaires at Chick-fil-A” 

—Bo Moore, Eat More Kale Facebook page, April 23, 2013, “They can’t stop you from ordering now. Spend your money with an ink slinger or a chikin slinger?” 

—Bo Moore, Eat More Kale Facebook page, December 12, 2011, “OCCUPY BULLIES!” 

—Bo Moore, Eat More Kale Facebook page, May 27, 2013, “What do you think of the Billionaires in Atlanta that don’t want me to print another EAT MORE KALE T-shirt?”

—Bo Moore, Eat More Kale Facebook page, December 5, 2012, “Amazon and Walmart don’t need your help. I do.”

“Deeply felt anger”:

Bo Moore, Yahoo News, Chick-fil-A Doesn’t Want You To Eat More Kale, May 1, 2013, “People’s way of protesting this is buying T-shirts”

See also, Bo Moore, The War Eagle, www.thewareagle.com, April 29, 2013, Auburn Grad and Eat More Kale Founder in Trademark Battle with Chick-fil-A, “Sad day in America.” 

“Generating rage”:

Andrey Mir, Independently published book, “Post-journalism and the death of newspapers. the media after Trump: manufacturing anger and polarization.” October 5, 2020.

See also: Matt Taibibi, Alternative Radio, “Monetizing Anger,” October 30, 2019

“Teams of lawyers”:

Bo Moore, Eat More Kale Facebook page, January 21, 2012, “Chick-Fil-A's  Corp. Lawyers are diggin' in.”

See also, Bo Moore, Eat More Kale Facebook page, September 3, 2013, “Teams of Lawyers are still battling it out in the US Trademark Office”

“Intentionally vague”:

Arnall Golden Gregory, llp, letter to Daniel P. Richardson, Esq., re Infringement and Dilution of CFA Properties. “Chick-fil-A hereby demands that your client (1) immediately expressly abandon Application serial no. 85/412053 by filing an Express Abandonment of Application with the USPTO, and (2) cease and forever desist all plans to expand and current expansion of use of the Eat More Kale mark. Please also contact me to arrange for transfer of the eatmorekale.com domain name to Chick-fil-A,” October 4, 2011.

“Grow to 20,000”:

At its peak the total number of Facebook fans, 2011 to 2015, includes two Facebook pages: “Eat More Kale” and “Protect Eat More Kale.”

“Pile-on-takedown”:

Eat More Kale Facebook page, August 27, 2013, various posters: “We need to out this vendor” [KP] “Reported!” [DTC] “Reported!” [BM] “Happy to pile on.” [KP]

See also, Bo Moore, same date (about competitor’s shirt) “Contact eBay if you’re as pissed as I am”

“Power to the people”:

Bo Muller-Moore, Eat More Kale Facebook post, August 28, 2013: “Ya’ll just shut ‘em down.” Bo thanked his fans, told them “nicely done” then posted: “That’s power to the people.”

“Wikipedia page”:

Eat More Kale Facebook page, Jan 28th, 2014, “I LOVE that Eat More Kale is mentioned [on Chick-fil-A’s] Wiki page! … I wish it linked to my Wiki page. Wonder if someone smart could do that?”

“Book sales”:

Eat More Kale Facebook, May 24, 2012: “Lookin for a great cookbook devoted to kale and leafy greens? [The Kale Effect] … They donate to my legal fund from their cookbook sales.”

“Skis”:

Eat More Kale Facebook, Feb 6, 2013, “The owners of Worth Skis dropped off my brand new Eat More Kale skis today. I’m as shameless as PT Barnum, huh? … They are giving the profits to my legal fund. Good for them, good for me, good for you.”

“Kale farmer”:

Eat More Kale Facebook, May 4, 2012, “David Miskell is a farmer in Vermont … he and his wife are donating 5% of their total kale sales this year to my “Team Kale” legal fund.”