Trademark Lawyering

How did Whole Foods get its name?

Brand names aren't always easy to decipher.

Whole Foods Market was founded by John Mackey and Renee Lawson in 1978 as a small vegetarian natural foods store called SaferWay in Austin, Texas. The name was a spoof of Safeway. The store later evolved into Whole Foods Market, a household name synonymous with healthy living and niche grocery products.

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