Waitrose's Price trademarks 'Chubby' nickname

by Lucy Barrett, Marketing 08-Apr-08, 09:00

LONDON - Mark Price, managing director of Waitrose, has trademarked his 'Chubby Grocer' nickname. The decision comes ahead of the publication of his first book, which he has written under his own name, accompanied by the term 'the Chubby Grocer'.

Price says he was advised by lawyers to trademark the moniker after someone hijacked the title of his book The Great British Picnic Guide and registered it as a domain. The book will now be accompanied online by chubbygrocerpicnics.co.uk.

Price, who was marketing director at Waitrose for eight years, is often referred to in newspapers by his nickname. He also writes a blog on the supermarket's corporate website called 'Not So Chubby', a term he has also trademarked.

The trademark for Chubby Grocer covers items from cutlery to food. Price claims he has no immediate plans to launch any products under his brand and the decision is intended only to stop someone else using the name.