Foodservice giant Fresh Direct has voiced concerns over Morrisons’ attempts to register ‘FreshDirect’ as a UK trademark.
The Bicester-based supplier is disgruntled after the Bradford-based supermarket put in a request for the name after acquiring a stake in a US retailer earlier this year.
Morrisons acquired a 10 per cent stake in the US online food retailer FreshDirect in January in a £32 million deal and has registered for the trademarks ‘Morrisons FreshDirect’ and ‘FreshDirect’.
Fresh Direct managing director David Burns told freshinfo he did not wish to conduct “megaphone diplomacy” but wished to sit down with Morrisons and discuss the matter.
Burns said: “We have been aware of FreshDirect for some time and shared best practice with them. Obviously both of our businesses value the brand but their business in New York is of supreme indifference to us and ours to them.
“But we do have a problem with Morrisons registering for the standalone name ‘Fresh Direct’.”
Burns critcised the supermarkets attempt to register Fresh Direct as a trademark in a large number of product classes - as well as applying to use the name for home delivery and fresh produce sales, the application covers disposable nappies, ironmongery, antifreeze and Christmas tree decorations.
Fresh Direct confirmed it is yet to contact Morrisons to arrange discussion on the matter.
The New York firm also gained a stake in Morrisons’ planned online retail operation in London as part of the March deal.
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