Butchers sues Lidl in brand name battle
AN award-winning family butchers is suing Lidl, accusing the supermarket giant of ‘imitating’ its brand name.
Sixth-generation butcher Philip Warren & Son, based in Cornwall, is suing Lidl over the marketing of its meat products which led to customers confusing the two brand names.
The butchers’ shop first realised something was not right six years ago when it began to receive complaints from the public about its meat quality and about products that the company did not produce.
It was then found that the complaints actually referred to Lidl meat products being sold under the similar brand name of ‘Warren & Sons’, with customers thinking these products were sourced from the business in Cornwall, when in fact they were not connected.
The company said it received emails and phone calls detailing poor-quality products that were not even sold or supplied by it, and documents lodged at the High Court show Lidl also received complaints from customers who were confused about the origin of the products, reports the Daily Mail.
Managing director Ian Warren, 42, whose father Philip took over the business in 1979, said that the business being mistaken for having a connection with Lidl was “horrifying” and that more should be done to protect producers and farmers from “deceptive branding” by supermarkets.
He said: “Our business has worked tirelessly over four decades to establish our widespread reputation for the quality of our meat – all based on our complete commitment to genuine provenance.
“We have only ever used traditional methods of farming and butchery, even when most other independent butchers were being forced to move away from doing so or closing because of the increased competition from the supermarkets.
“Our dedication to the most difficult and least financially sustainable methods is because I, and my father before me, have always believed that it is the right way to do things – both because it results in the best possible quality of meat and also because we are supporting our local partner farms across the South West.”
He continued: “We have had to deal with confusion over a number of years – including Lidl customers mistakenly contacting us to complain about the quality of the meat they had bought from them.
“Given our customers choose to buy from us because of our commitment to quality – whether that be the UK’s most highly regarded chefs or those looking to feed their families at home – the prospect of being mistaken to have a connection with Lidl is horrifying.
“I believe strongly that more should be done to ensure that producers and farmers such as ourselves and consumers, are protected from the types of deceptive branding used by supermarkets.”
He added that it would previously have been almost impossible for a family business like his to pursue a High Court claim against Lidl and that whether he won or lost, it would have cost the business more than it can afford, if the case hadn’t been taken on a contingent basis by a legal firm.
He said: “I wanted to be able to take a stand. For that reason, I am hugely grateful to the team at Stobbs for agreeing to represent us in a way that allowed us to take on Lidl.
“Stobbs and our barrister agreed to act pursuant to a Damages Based Agreement (DBA) – this is a type of ‘no win, no fee’ arrangement, with insurance in place to protect against the risk of having to pay Lidl’s costs if we lose.
“We could never have pursued the matter without them, and I now hope that we all get the just outcome we have been striving for.”
The case was heard remotely in February and a verdict is expected within the next month.