UNITED STATES DISTRICT COURT

DISTRICT OF MARYLAND
BALTIMORE DIVISION

MCCORMICK & COMPANY, INCORPORATED,

Civil Action No. _____

v.

DEMAND FOR JURY TRIAL

BADIA SPICES, INC.,

COMPLAINT
Plaintiff, McCormick & Company, Incorporated (McCormick), for its Complaint against
Defendant Badia Spices, Inc. (Defendant), alleges as follows:
PARTIES
1.

McCormick is a corporation duly organized and existing under the laws of the State of

Maryland, with a principal place of business within this judicial district at 18 Loveton Circle, Sparks,
Maryland 21152, Baltimore County.
2.

On information and belief, Defendant is a corporation organized under the laws of the

State of Florida, having its principal place of business in Miami, Florida.

This Court has original subject matter jurisdiction over all counts alleged in this

complaint pursuant to: 15 U.S.C. 1121 as they all arise under the Federal Trademark (Lanham) Act

sf-3656832

(15 U.S.C. 1051 et seq.); 28 U.S.C. 1338(a), in that all claims arise under an Act of Congress
relating to trademarks; and 28 U.S.C. 1331, in that all claims arise under the laws of the United States.
4.

This Court has personal jurisdiction over Defendant as, on information and belief,

Defendant does business in this judicial district; Defendants infringing products complained of herein
are sold within this judicial district; and Defendant has caused harm within this judicial district.
5.

Venue is proper in this judicial district pursuant to 28 U.S.C. 1391(b)(2) because

Defendants transactions in this District constitute a substantial part of the events giving rise to
McCormicks complaint. Furthermore, McCormick has suffered harm in this District and the Lanham
Act provides that venue lies in the place of harm to the plaintiff.
GENERAL ALLEGATIONS
The OLD BAY Packaging Trade Dress
6.

In 1889, Willoughby M. McCormick and three young workers started a company,

operating out of a cellar, to sell food flavorings and extracts door to door. Since that time, McCormick
and its predecessors in interest have been in the business of producing and selling food-related products,
including food seasonings, spice blends, marinades and sauces.
7.

McCormick is one of the most respected names in the food seasonings industry today,

manufacturing, marketing, and distributing spices, seasoning mixes, condiments, extracts, and other
seasoning products to retail outlets, food manufacturers, and food service businesses around the world.
8.

One of McCormicks most beloved and most time-honored products is its OLD BAY

seasoning blend. Developed in Maryland in 1939 by McCormicks predecessor in interest, the OLD
BAY seasoning blend is a distinctive blend of herbs and spices that was originally marketed as a crab
seasoning in the Chesapeake Bay area, a region known for its blue crabs and crab houses. The OLD

BAY product has since become a popular seasoning and condiment for a wide range of uses, including
for seafood, poultry, meats, salads, soups, and snack foods.
9.

Due to the popularity of crab houses and crab seasonings in Maryland in the 1930s, the

OLD BAY seasoning blend was marketed in a distinctive tin container that would stand out from
competing seasoning products and would be recognizable to consumers. Since at least as early as 1939,
this container has featured a yellow background on all sides of the container and on the front label, and
vertical and horizontal blue stripes on the front. The front also displays the OLD BAY mark in white
block lettering, set against the horizontal blue stripe, and seafood and poultry illustrations that highlight
popular uses of the OLD BAY product. Below is an image of the original OLD BAY container:

10.

After it acquired the OLD BAY product line in 1990, McCormickrecognizing the

enormous value and goodwill built up in the OLD BAY brand and packaging through decades of
consumer usecontinued to market the OLD BAY seasoning blend in a container substantially similar
to the original, with the new addition of a red container top (collectively, the OLD BAY Trade Dress):

11.

In addition to the original OLD BAY product, McCormick offers different flavor

variations and compositions of the OLD BAY seasoning blend, all of which are marketed under the
OLD BAY mark and sold in packaging that features common elements with the OLD BAY Trade Dress.
As seen below, each product in McCormicks OLD BAY product line is currently packaged in a
container featuring a red top, a label on the front of the container comprised of the colors yellow and
blue, the OLD BAY mark in white block lettering set against a blue background, and seafood and
poultry illustrations. Consistent with its original packaging, the original OLD BAY seasoning blend
features a vertical navy blue stripe on the front of the container (above), while new product variations
feature a vertical stripe of a different color (below).

12.

McCormick offers its OLD BAY seasoning products in assorted sizes and container

types. Some products are packaged in a clear plastic container instead of a tin container. As shown
here, these products also feature the OLD BAY Trade Dress:

13.

McCormick and its predecessor in interest have used the OLD BAY Trade Dress or

similar variations thereof continuously, extensively and exclusively for more than 75 years in connection
with the OLD BAY line of seasoning products.
14.

McCormick strictly controls all uses of the OLD BAY Trade Dress and controls the

quality of the products offered under the OLD BAY Trade Dress.
15.

McCormicks OLD BAY seasoning products are used by a wide variety of consumers

ranging from casual purchasers to food service providers.

McCormicks OLD BAY seasoning blend ranks among the best-selling seasonings in the

United States. The OLD BAY product line is sold in interstate commerce in retail grocery stores, mass
merchandise stores, and through online marketplaces and retail websites. OLD BAYs popularity has
extended far beyond Maryland, with sales in all regions of the United States.
17.

The popularity of McCormicks OLD BAY seasoning products has also extended to

markets outside the United States. The OLD BAY seasoning blend is sold to and used by consumers
around the world, including in Canada, France, and the United Kingdom.
18.

The combined elements that comprise the OLD BAY Trade Dress have acquired

distinctiveness among consumers and serve to identify McCormick as the source of McCormicks OLD
BAY seasoning products. Neither the individual elements nor overall packaging design is functional.
The color elements of the OLD BAY Trade Dress are not common to the food seasonings industry or
food seasoning products in general.
19.

McCormicks competitors have numerous design alternatives available for packaging

food seasoning products.

McCormicks OLD BAY Trade Dress Rights

McCormick owns U.S. Trademark Registration No. 4,259,998 covering elements of the

OLD BAY Trade Dress for spices, seasonings, spice blends, and seasoning blends in International Class
30 (the Registered Trade Dress).
21.

McCormicks application to register the trade dress elements shown in Registration

No. 4,259,998 was filed on April 29, 2011 and matured to registration on December 18, 2012. Attached
as Exhibit A is a true and correct copy of the registration certificate issued by the U.S. Patent and
Trademark Office for said registration.
22.

Through its and its predecessors longstanding, widespread, and substantially exclusive

use of the OLD BAY Trade Dress and similar iterations since 1939, McCormick also owns significant
common law rights in the OLD BAY Trade Dress, which are not limited to the Registered Trade Dress
identified in Registration No. 4,259,998.
Public Recognition of the OLD BAY Trade Dress
23.

McCormicks OLD BAY seasoning blend and the OLD BAY Trade Dress have been

repeatedly featured in newspapers, publications, and Internet articles.

In a 1989 article published in The Inquirer in Philadelphia, the OLD BAY seasoning

product is described as those blue-and-yellow cans and an institution in Maryland that had grown
beyond Maryland and seafood. (See http://articles.philly.com/1989-07-12/food/26132122_1_crabcakes-baltimore-spice-chesapeake-bay.)
25.

With the addition of a red container top to the packaging in or around 1990, and new

flavors to the product line, the public has come to associate the OLD BAY Trade Dress with
McCormick and to recognize McCormick as the source of OLD BAY products.

26.

McCormicks OLD BAY products were the subject of a 2008 post on Serious Eats, a

popular food website and recipient of a James Beard Foundation award for Best Food Blog. The
iconic spice blend was described as standing out due to McCormicks bright red, yellow, and blue
canister of Old Bay Seasoning. (See http://www.seriouseats.com/recipes/2008/10/old-bay-classicshrimp-scampi-recipe.html.)
27.

In 2015, after McCormicks launch of a hot variation of the OLD BAY seasoning

blend, Baltimore magazine published an article on the newest OLD BAY product, describing the look of
the product packaging as much the same as the original with the iconic blue, red, and yellow color
scheme. (See http://www.baltimoremagazine.net/2015/7/23/our-favorite-old-bay-inspired-products.)
28.

McCormicks advertising efforts have contributed to national recognition of the OLD

BAY Trade Dress. To commemorate the 75th anniversary of the OLD BAY seasoning blend,
McCormick designed a limited edition container with elements of the OLD BAY Trade Dress.
McCormick also worked with MGH, an ad agency, to publicize OLD BAY seasoning in television ads
and billboards in venues around the country. MGH created a two-page print ad prominently showcasing
the OLD BAY Trade Dress. For this ad, MGH received the Gold National ADDY award, the highest
recognition given by the American Advertising Federation.
29.

McCormick also collaborated with a Maryland-based brewery to produce a special

75th anniversary OLD BAY beer, with a red, blue, and yellow label scheme designed to highlight the
look of the classic OLD BAY seasoning containers.
30.

McCormick has designed and released other limited edition OLD BAY seasoning

containers featuring elements of the OLD BAY Trade Dress to commemorate sporting achievements.
31.

As a result of McCormicks substantial advertising and promotion of the OLD BAY

Trade Dress and product line, as well as the huge popularity of OLD BAY seasoning, the OLD BAY
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Trade Dress has acquired distinctiveness and significant goodwill. The OLD BAY Trade Dress is
associated exclusively with McCormick in the minds of consumers.
Defendants Infringing Conduct
32.

On information and belief, Defendant has deliberately copied elements of McCormicks

OLD BAY Trade Dress for the packaging design of Defendants competing seasoning blend, marketed
under the BISCAYNE BAY mark.
33.

As shown below, Defendants BISCAYNE BAY packaging utilizes a combination of

several elements of the OLD BAY Trade Dress. Like McCormicks OLD BAY Trade Dress,
Defendants BISCAYNE BAY trade dress features a red top, a label on the front of the container
primarily comprised of the colors yellow and blue, the BISCAYNE BAY mark in white block lettering
set against a blue background, and seafood and poultry illustrations on the front of the container:
McCormicks OLD BAY
Trade Dress

34.

Badias BISCAYNE BAY

Defendants copying has been widely observed in the industry and mentioned in articles

discussing Defendants BISCANYE BAY seasoning blend. For example, a writer for the Miami Herald
wrote, Theres little doubt what popular brand of seafood spice [linking to an image of McCormicks
OLD BAY container] Badia is trying to remind consumers of with its Biscayne Bay label. Attached as
Exhibit B is a true and correct copy of the Miami Herald article published on February 20, 2015.
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35.

On information and belief, Defendant began marketing and distributing its BISCAYNE

BAY seasoning products only recently, long after McCormick and its predecessor in interest began use
of the OLD BAY Trade Dress, and long after the OLD BAY Trade Dress became well known and
associated with McCormick,
36.

On information and belief, Defendant, knowing of McCormicks OLD BAY products

and of McCormicks prior rights in the OLD BAY Trade Dress, intentionally appropriated the goodwill
associated with McCormicks OLD BAY products by choosing to copy the OLD BAY Trade Dress and
to adopt a brand name that incorporates the term BAY, thus resembling McCormicks OLD BAY
brand.
37.

On information and belief, Defendants BISCAYNE BAY products, like McCormicks

OLD BAY products, are marketed to a wide variety of consumers, ranging from casual purchasers to
food service providers, and are sold in various consumer sizes.
38.

On information and belief, Defendants BISCAYNE BAY products are sold through the

same channels as McCormicks OLD BAY products.

McCormick has not authorized, licensed or otherwise endorsed Defendants use of a

packaging design confusingly similar to McCormicks OLD BAY Trade Dress.

McCormick repeats the allegations in paragraphs 1 through 39 of this Complaint as

though fully set forth herein.

McCormick owns U.S. Trademark Registration No. 4,259,998 for the Registered Trade

Dress, namely, the overall color scheme of the OLD BAY Trade Dress, comprising a red top, a yellow
background, and vertical and horizontal blue stripes on the front of the seasoning container.
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42.

Defendants packaging of the BISCAYNE BAY product line copies and infringes

McCormicks Registered Trade Dress.

Defendants sale, offer for sale, and distribution of the BISCAYNE BAY products with a

packaging design that copies a combination of elements of the Registered Trade Dress, coupled with
Defendants use of a brand name that incorporates the term BAY, is likely to cause confusion, cause
mistake, or deceive consumers as to the affiliation, connection, or association of Defendant with
McCormick, or as to the origin, sponsorship, or approval by McCormick of Defendants goods or
commercial activities.
44.

Defendants sale, offer for sale, and distribution of the BISCAYNE BAY products with a

packaging design that copies a combination of elements of the Registered Trade Dress, coupled with
Defendants use of a brand name that incorporates the term BAY, enables Defendant to benefit
unfairly from McCormicks reputation and success, thereby giving Defendants infringing products sales
and commercial value they would not otherwise have.
45.

Defendants unauthorized use of a trade dress for its BISCAYNE BAY product

packaging that is likely to cause confusion, cause mistake, or deceive consumers as to the affiliation,
connection, or association of Defendant with McCormick, or as to the origin, sponsorship, or approval
by McCormick of Defendants goods or commercial activities is in violation of 15 U.S.C. 1114(a).
46.

Prior to Defendants first use of the Registered Trade Dress, Defendant was aware of

McCormicks OLD BAY business and had either actual notice and knowledge, or constructive notice, of
the Registered Trade Dress.
47.

McCormick is informed and believes, and on that basis alleges, that Defendants

infringement of the Registered Trade Dress as described herein has been and continues to be intentional,
willful, and without regard to McCormicks rights in the Registered Trade Dress.
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48.

McCormick is informed and believes, and on that basis alleges, that Defendant has

gained profits by virtue of its infringement of the Registered Trade Dress.

McCormick also has sustained damages as a direct and proximate result of Defendants

infringement of the Registered Trade Dress in an amount to be proven at trial.

McCormick will suffer and is suffering irreparable harm from Defendants infringement

of the Registered Trade Dress insofar as McCormicks invaluable goodwill is being eroded by
Defendants continuing infringement. McCormick has no adequate remedy at law to compensate it for
the loss of business reputation, customers, market position, and goodwill and confusion of potential
customers flowing from Defendants infringing activities. Pursuant to 15 U.S.C. 1116, McCormick is
entitled to an injunction against Defendants continuing infringement of the Registered Trade Dress.
Unless enjoined, Defendant will continue its infringing conduct.
51.

Because Defendants actions have been committed with intent to damage McCormick

and to confuse and deceive the public, McCormick is entitled to Defendants profits, treble
McCormicks actual damages, an award of costs, and, this being an exceptional case, reasonable
attorneys fees pursuant to 15 U.S.C. 1117(a).
COUNT II
FALSE DESIGNATION OF ORIGIN
(15 U.S.C. 1125(a))
52.

McCormick repeats the allegations in paragraphs 1 through 51 of this Complaint as

though fully set forth herein.

McCormick has common law rights in the OLD BAY Trade Dress, featuring a red top, a

yellow background on all sides of the container or the label, vertical and horizontal blue stripes on the
front of the container, the OLD BAY mark in white block lettering set against a blue background, and
seafood and poultry illustrations on the front.
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54.

Defendants packaging of the BISCAYNE BAY product line copies and infringes

McCormicks OLD BAY Trade Dress.

Defendants sale, offer for sale, and distribution of the BISCAYNE BAY products with a

packaging design that copies a combination of elements of the OLD BAY Trade Dress, coupled with
Defendants use of a brand name that incorporates the term BAY, is likely to cause confusion, cause
mistake, or deceive consumers as to the affiliation, connection, or association of Defendant with
McCormick, or as to the origin, sponsorship, or approval by McCormick of Defendants goods or
commercial activities.
56.

Defendants sale, offer for sale, and distribution of the BISCAYNE BAY products with a

packaging design that copies a combination of elements of the OLD BAY Trade Dress, coupled with
Defendants use of a brand name that incorporates the term BAY, enables Defendant to benefit
unfairly from McCormicks reputation and success, thereby giving Defendants infringing products sales
and commercial value they would not otherwise have.
57.

Defendants unauthorized use of a trade dress for its BISCAYNE BAY product

packaging that is likely to cause confusion, cause mistake, or deceive consumers as to the affiliation,
connection, or association of Defendant with McCormick, or as to the origin, sponsorship, or approval
by McCormick of Defendants goods or commercial activities is in violation of 15 U.S.C. 1125(a).
58.

Prior to Defendants first use of the OLD BAY Trade Dress, Defendant was aware of

McCormicks OLD BAY business and had either actual notice and knowledge, or constructive notice, of
the OLD BAY Trade Dress.
59.

McCormick is informed and believes, and on that basis alleges, that Defendants

infringement of the OLD BAY Trade Dress as described herein has been and continues to be intentional,
willful, and without regard to McCormicks rights in the OLD BAY Trade Dress.
12

60.

McCormick is informed and believes, and on that basis alleges, that Defendant has

gained profits by virtue of its infringement of the OLD BAY Trade Dress.
61.

McCormick also has sustained damages as a direct and proximate result of Defendants

infringement of the OLD BAY Trade Dress in an amount to be proven at trial.

McCormick will suffer and is suffering irreparable harm from Defendants infringement

of the OLD BAY Trade Dress insofar as McCormicks invaluable goodwill is being eroded by
Defendants continuing infringement. McCormick has no adequate remedy at law to compensate it for
the loss of business reputation, customers, market position, and goodwill and confusion of potential
customers flowing from Defendants infringing activities. Pursuant to 15 U.S.C. 1116, McCormick is
entitled to an injunction against Defendants continuing infringement of the OLD BAY Trade Dress.
Unless enjoined, Defendant will continue its infringing conduct.
63.

Because Defendants actions have been committed with intent to damage McCormick

and to confuse and deceive the public, McCormick is entitled to Defendants profits, treble
McCormicks actual damages, an award of costs, and, this being an exceptional case, reasonable
attorneys fees pursuant to 15 U.S.C. 1117(a).
PRAYER FOR RELIEF
WHEREFORE, McCormick prays that the Court enter an Order;
A.

Adjudging that Defendant is committing trade dress infringement and false designation of

origin under 15 U.S.C. 1114 and 1125(a);

Enjoining Defendant and its officers, agents, servants, employees, attorneys, and assigns,

and all persons in active concert or participation with any of them, from offering or advertising any food
or food-related products in the current BISCAYNE BAY packaging or any packaging design
confusingly similar to the OLD BAY Trade Dress or other trade dress likely to be associated with
13

McCormick;
C.

Requiring Defendant to file with this Court and to serve on McCormick, within thirty

(30) days after entry of the injunction, a report in writing and under oath setting forth in detail the
manner and form in which Defendant has complied with the injunction;
D.

Requiring Defendant to provide a complete accounting to McCormick for any and all

profits realized from the sale of Defendants products in packaging that infringes McCormicks OLD
BAY Trade Dress, from inception up through the date of the injunction;
E.

Requiring Defendant, pursuant to 15 U.S.C. 1118, to deliver up for destruction, or to

show proof of said destruction or sufficient modification to eliminate the infringing matter, all catalogs,
articles, products, displays, labels, circulars, letterhead, business cards, promotional items, clothing,
literature, or other matter in the possession, custody, or under the control of Defendant or its agents
bearing or displaying the current BISCAYNE BAY packaging design in any manner, or any trade dress
that is confusingly similar to or a colorable imitation of the OLD BAY Trade Dress;
F.

Awarding McCormick its actual compensatory damages, including but not limited to

Defendants profits and McCormicks damages, in an amount to be determined at trial;

Awarding McCormick treble damages pursuant to 15 U.S.C. 1117 for Defendants

knowing, intentional and willful violations of federal law;

As this is an exceptional case, pursuant to 15 U.S.C. 1117(a), awarding McCormick its

costs and attorneys fees; and

Awarding to McCormick such other and further relief as this Court deems just and

proper.

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DEMAND FOR JURY TRIAL

Respectfully submitted,
MORRISON & FOERSTER LLP

/s/ G. Brian Busey

15