In an article over at takepart.com, editor Willy Blackmore opens the curtain on food giant ConAgra and how they have managed to open a food truck under the cover of trademark secrecy.
Wicked Kitchen, a Los Angeles-based operation that launched last fall. The “About” section on Wicked Kitchen’s blog (hosted by Tumblr, naturally) doesn’t make it clear if launching the truck involved leaving ConAgra, but Trademarkia.com clears that matter up: “On Friday, August 03, 2012, a U.S. federal trademark registration was filed for WICKED KITCHEN by ConAgra Foods RDM, Inc., Omaha, NE 68102.”
Although there’s no mention of Wicked Kitchen on ConAgra’s website, it is indeed one of the corporation’s newest brands, one that’s clearly geared at not only garnering some new market share, but of breaking, rather dramatically, with the brand image of its parent company. This is Big “Indie” Food.
Find the entire article by Willy Blackmore at takepart.com <here>