Rancho Gordo's 'Bean Club' Trademark Sparks Legal Debate Over Generic Terms

Rancho Gordo, a California heirloom bean company, has trademarked the phrase 'bean club' and sent cease-and-desist letters to competitors using similar language. Foodocracy, another California heirloom bean company, received one such letter regarding its 'Heirloom Beans + Grains Club,' while New York company Buttermilk Bean reportedly got a similar notice. Rancho Gordo's club boasts 30,000 members with 35,000 more on a waitlist. Trademark attorney Josh Gerben questions the validity, suggesting the term is too generic. This case reflects broader trademark battles over common phrases. In the 2010s, Subway failed to trademark 'footlong,' while Reese's secured a trademark for its specific orange color. Philips briefly held 'airfryer' before it became generic. The most notable conflict involved 'Taco Tuesday,' trademarked for decades by Taco John's in 49 states and Gregory's Restaurant and Bar in New Jersey, until Taco Bell challenged it with support from LeBron James, leading both to abandon their claims. Brand anthropologist Jason Liebig cites 'Cookie Dough Bites' as another example where a trademarked term is often mistaken as generic. Rancho Gordo owner Steve Sando defends the trademark, comparing it to established brands like Home Depot and Waffle House. The U.S. Patent and Trademark Office generally avoids granting overly descriptive trademarks to prevent monopolies on generic terms, though some still slip through.