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Popular U.S. supermarket chain, Trader Joe’s, is heading to court, aiming to peel away the title of a decentralized exchange (DEX) platform, known as Trader Joe, for alleged federal trademark infringement. 
According to court filings, the supermarket argues that the cryptocurrency platform, which operates under the domain name <a href="https://traderjoexyz.com/avalanche" rel="nofollow noopener" target="_blank">traderjoexyz</a>.com, not only shares its name but deliberately crafts a narrative to evoke the grocery retailer’s brand and business. 
The cryptocurrency platform, Trader Joe, has carved out its own realm of popularity within the digital world, commencing operations on the Avalanche network and subsequently spreading its reach to BNB Chain, Arbitrum, and Ethereum. 
The DEX, holding a plush purse of over $77 million in various tokens across different chains and a robust $25 million processed in trades this past September, finds itself embroiled in a bitter battle concerning its brand’s origin story and alleged “fraud” committed to muddy these origins, per the court documentation. 
Trader Joe’s, disheartened after their private requests to cease the misuse of the trademark went unanswered, propelled their grievance to an international level. A complaint was lodged with the World Intellectual Property Organization (WIPO) in May 2022, in an effort to strip the crypto entity of its domain name. 
The document submitted to the U.S. District Court for the Central District of California last week unveils that, during the WIPO proceeding, the defendants spun a “false story,” disfiguring the true origins of the “Trader Joe” name. They asserted that the platform was named after the co-founder’s brother, a claim which the filing contends is a blatant falsehood. 
With the grocery chain now gunning for damages and requesting a jury trial, the dispute has rippled through the cryptocurrency market. JOE, Trader Joe’s native token, has slumped by 4.5% over the past week. It remains to be seen how this legal saga will further shake traders and the price of JOE as it continues to unfold in the courts. 
<figure id="attachment_24516" aria-describedby="caption-attachment-24516" style="width: 100%" class="wp-caption alignnone">
 <img decoding="async" class="size-full wp-image-24516" src="https://crypto.ro/en/wp-content/uploads/2023/10/JOE_7D_graph_coinmarketcap.png" alt="Trader JOE: Price performance" width="919" height="284" srcset="https://crypto.ro/en/wp-content/uploads/2023/10/JOE_7D_graph_coinmarketcap.png 919w, https://crypto.ro/en/wp-content/uploads/2023/10/JOE_7D_graph_coinmarketcap-300x93.png 300w, https://crypto.ro/en/wp-content/uploads/2023/10/JOE_7D_graph_coinmarketcap-768x237.png 768w, https://crypto.ro/en/wp-content/uploads/2023/10/JOE_7D_graph_coinmarketcap-750x232.png 750w" sizes="(max-width: 919px) 100vw, 919px" title="Supermarket vs. Crypto: The Trader Joe’s trademark tangle 14">
 <figcaption id="caption-attachment-24516" class="wp-caption-text">
 Trader JOE: Price performance
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Supermarket vs. Crypto: The Trader Joe’s trademark tangle

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