He calls his enterprise Pirate Joe’s, and Trader Joe’s, which has no stores in Canada, is none too happy about it: A lawsuit charging “trademark infringement and deceptive business practices” is pending. In the meantime, Pirate Joe’s is a hit among Canadians who are getting their first taste of “everything from cheddar-and-horseradish flavored potato chips to organic hummus dip.” (…)
Emboldened, he now plans to take his “Rube Goldberg business model” online.
