FreshDirect is the name of the US fresh food delivery business in which Morrisons bought a 10% stake last month.
However, Oxford-based produce supplier Fresh Direct, which has operated under the name since 1995, has already registered the words within its logo and applied to register the term last year. ‘I would want to see [Morrisons’] logo design first, but we would still object,’ said David Burns, managing director of Fresh Direct.
He added that he had previously been in contact with the New York-based FreshDirect, and they had exchanged tips on best practice.
A Morrisons spokesman said no decisions had been made about the branding for the online business, despite applying to register the trademark last month. He added that the move was ‘prudent as [FreshDirect] is a partner’.
Morrisons staff have been seconded to New York for a year to learn more about the company’s operations.
.jpg)
.jpeg)
