Costa Farms, LLC

Trademark Trial and Appeal Board

Dec 31, 2019

87674168 (T.T.A.B. Dec. 31, 2019)

This Opinion is Not a
Precedent of the TTAB

Oral Hearing: September 11, 2019 Mailed: December 31, 2019

UNITED STATES PATENT AND TRADEMARK OFFICE
_____

Trademark Trial and Appeal Board
_____

In re Costa Farms, LLC
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Serial No. 87674168
_____

Milton Springut and Tal Benschar of Springut Law PC,
for Costa Farms, LLC.
John S. Miranda, Trademark Examining Attorney, Law Office 120,
David Miller, Managing Attorney.
_____

Before Kuhlke, Wolfson and Kuczma,
Administrative Trademark Judges.

Opinion by Kuczma, Administrative Trademark Judge:
Costa Farms, LLC (“Applicant”) seeks registration on the Principal Register of the
mark GROW WITH US (in standard characters) for:
Live flowers and living plants in International Class 31.1

1 Application Serial No. 87674168 was filed on November 6, 2017, based upon Applicant’s
claim of first use and first use in commerce of the mark on February 28, 2014 under Section
1(a) of the Trademark Act, 15 U.S.C. § 1051(a).

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The Trademark Examining Attorney refused registration of Applicant’s mark
under § 2(d) of the Trademark Act, 15 U.S.C. § 1052(d), citing Registration No.
5,005,777 owned by HGCI, Inc. (“Registrant”), for the mark GROW WITH US
(standard character mark) for “Distributorship services in the field of wholesale
horticulture supplies and accessories” in International Class 352, as a bar to
registration.
After the Examining Attorney made the refusal final, Applicant appealed to this
Board and requested reconsideration of the refusal which was denied. Applicant and
the Examining Attorney submitted briefs and Applicant also submitted a reply brief.
As set forth below, the refusal to register is reversed.
Likelihood of Confusion
Our determination under § 2(d) is based on an analysis of all probative facts in
evidence that are relevant to the factors bearing on the issue of likelihood of confusion
enunciated in In re E.I. du Pont de Nemours & Co., 476 F.2d 1357, 177 USPQ 563,
567 (CCPA 1973), cited in B&B Hardware, Inc. v. Hargis Indus., Inc., 135 S.Ct. 1293,
113 USPQ2d 2045, 2049 (2015); see also In re Majestic Distilling Co., 315 F.3d 1311,
65 USPQ2d 1201, 1203 (Fed. Cir. 2003). In any likelihood of confusion analysis, two
key considerations are the similarities between the marks and the similarities
between the goods and services. See In re i.am.symbolic, llc, 866 F.3d 1315, 123
USPQ2d 1744, 1747 (Fed. Cir. 2017) (quoting Herbko Int’l, Inc. v. Kappa Books, Inc.,
308 F.3d 1156, 64 USPQ2d 1375, 1380 (Fed. Cir. 2002)); Federated Foods, Inc. v. Ft.

2 Registration No. 5,005,777, issued July 26, 2016.
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Howard Paper Co., 544 F.2d 1098, 192 USPQ 24, 29 (CCPA 1976) (“The fundamental
inquiry mandated by § 2(d) goes to the cumulative effect of differences in the essential
characteristics of the goods and differences in the marks.”). Additionally, we consider
the similarity of the trade channels and the customers of the goods and services.
We have considered all of the evidence as it pertains to the relevant DuPont
factors, as well as Applicant’s arguments (including any evidence and arguments not
specifically discussed in this opinion). DuPont, 177 USPQ at 567-68; see also Zheng
Cai v. Diamond Hong, Inc., 901 F.3d 1367, 127 USPQ2d 1797, 1800 (Fed. Cir. 2018)
(not all of the DuPont factors are relevant to every case, only factors of significance
to the particular mark need be considered). The other factors we treat as neutral.
A. Similarity of the Marks
It is well settled that marks are compared in their entireties for similarities in
appearance, sound, connotation and commercial impression. Stone Lion Capital
Partners, LP v. Lion Capital LLP, 746 F.3d 1317, 110 USPQ2d 1157, 1160 (Fed. Cir.
2014) (quoting Palm Bay Imps., Inc. v. Veuve Clicquot Ponsardin Maison Fondee En
1772, 396 F. 3d 1369, 73 USPQ2d 1689, 1691 (Fed. Cir. 2005)). Applicant is in
agreement that its applied-for mark GROW WITH US is identical to Registrant’s
mark in appearance, sound and connotation and conveys a similar commercial
impression when used in connection with Applicant’s flowers and plants and
Registrant’s wholesale distribution services in the field of horticulture supplies and
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accessories.3 Therefore, the identity of the marks strongly favors a finding of
likelihood of confusion. See In re Shell Oil, 992 F.2d 1204, 26 USPQ2d 1687, 1688
(Fed. Cir. 1993) (“The identity of words, connotation, and commercial impression
weighs heavily against the applicant.”).
B. Similarity of the Goods and Services
We turn to the next DuPont factor involving the similarity of Applicant’s goods,
live flowers and living plants, and the cited mark which covers distributorship
services in the field of wholesale horticulture supplies and accessories. The issue is
whether Applicant’s goods and Registrant’s services are related. They need only be
“related in some manner and/or if the circumstances surrounding their marketing are
such that they could give rise to the mistaken belief that [the goods and services]
emanate from the same source.” Coach Servs., Inc. v. Triumph Learning LLC, 668
F.3d 1356, 101 USPQ2d 1713, 1722 (Fed. Cir. 2012) (quoting 7-Eleven Inc. v.
Wechsler, 83 USPQ2d 1715, 1724 (TTAB 2007)); Calypso Tech., Inc. v. Calypso
Capital Mgmt., LP, 100 USPQ2d 1213, 1220 (TTAB 2011) (“Even if marks are
identical, the goods and services must also be sufficiently related and/or the
circumstances surrounding their marketing be such that purchasers encountering
them would mistakenly believe that they emanate from the same source for us to find
that confusion is likely to occur.”).

3 Applicant’s Appeal Brief p. 3 (14 TTABVUE 8); Applicant’s Reply Brief p. 1 (17 TTABVUE
3).
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Notwithstanding Applicant’s argument and evidence regarding the actual scope
of its own and the cited Registrant’s commercial uses of their marks, we may not limit
by resort to extrinsic evidence the scope of goods in the subject application or the
services in the cited registration. See In re Detroit Athletic Co., 903 F.3d 1297, 128
USPQ2d 1047, 1052 (Fed. Cir. 2018) (citing In re i.am.symbolic, llc, 123 USPQ2d at
1749); In re Dixie Rests. Inc., 105 F.3d 1405, 41 USPQ2d 1531, 1534 (Fed. Cir. 1997);
In re Hughes Furniture Indus., Inc., 114 USPQ2d 1134, 1137 (TTAB 2015).
We compare the goods and services set forth in the application and cited
registration to determine whether they are similar, commercially related, or travel in
the same trade channels. See Coach Servs. v. Triumph Learning, 101 USPQ2d at
1722-23; Herbko Int’l v. Kappa Books, 64 USPQ2d at 1381. And, where identical
marks are involved, as is the case here, the degree of similarity between the goods
and services that is required to support a finding of likelihood of confusion declines.
In re i.am.symbolic, llc, 116 USPQ2d 1406, 1411 (TTAB 2015) (citing In re Shell Oil,
26 USPQ2d at 1689), aff’d, 866 F.3d 1315, 123 USPQ2d 1744 (Fed. Cir. 2017).
It is well established that a “relatedness” which bespeaks likelihood of confusion
may occur from the use of the same or similar marks for goods, on the one hand, and
for services dealing with or related to those goods, on the other hand. See e.g., In re
Detroit Athletic, 128 USPQ2d at 1052 (“[W]e have held that confusion is likely where
one party engages in retail services that sell goods of the type produced by the other
party . . . .”); In re Hyper Shoppes (Ohio), Inc., 837 F.2d 463, 6 USPQ2d 1025 (Fed.
Cir. 1988) (holding BIGG’S (stylized) for retail grocery and general merchandise store
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services and BIGGS and design for furniture likely to cause confusion); Safety-Kleen
Corp. v. Dresser Indus., Inc., 518 F.2d 1339, 186 USPQ 476, 480 (CCPA 1975)
(“lacking merit is [applicant’s] contention that services [leasing, maintenance and
servicing of apparatus for cleaning mechanical parts] and products [cleaning
equipment] marketed under substantially the same mark cannot be found likely to
cause confusion”); In re H.J. Seiler Co., 289 F.2d 674, 129 USPQ 347, 347-48 (CCPA
1961) (finding that caterers were likely to sell specialty food products as well as to
offer catering services supported conclusion that SEILER’S for catering services and
SEILER’S for smoked and cured meats were related); In re United Serv. Distribs.,
Inc., 229 USPQ 237, 239 (TTAB 1986) (design featuring silhouettes of man and
woman for distributorship services in the field of health and beauty aids likely to
cause confusion with design featuring silhouettes of a man and woman used in
connection with skin cream).
Citing Shen Mfg. Co., Inc. v. Ritz Hotel, Ltd., 393 F.3d 1238, 73 USPQ2d 1350,
1355-56 (Fed. Cir. 2004), Applicant contends that the “critical question is whether
the goods in [its] application and the services in the [cited] Registration are ‘related.’
Related has a specific legal definition: ‘related in the mind of the consuming public as
to the origin of the goods . . . It is this sense of relatedness that matters in the
likelihood of confusion analysis.’”4 “Looser relationships do not suffice; for example,
the mere fact that ‘two goods are used together, however, does not, in itself, justify a

4 Applicant’s Appeal Brief pp. 3-4 (14 TTABVUE 8-9).
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finding of relatedness.’” Id.5 Additionally, as Applicant notes, the cited Registration
“is expressly limited to distributorship services of horticultural supplies at the
wholesale level, and it is that distribution channel where any confusion analysis must
focus, as wholesale customers are the only class of relevant purchasers who might be
confused.”6
As supported by the Declaration of Carlos Acevedo, Senior Vice President of Sales
of Applicant for thirteen years, “[t]he assertion that ‘horticultural supplies’
encompasses live plants and flowers is simply incorrect.”7 Mr. Acevedo explains that
in the industry, horticultural supplies are “best defined as the hard-good inputs
needed in horticultural endeavors, including growing live plants and flowers.” By
searching in Google “for ‘horticultural supplies’ the name of several hard goods
suppliers will come up.” Id. “[F]ive examples of websites or product catalogs that
result from such a search, showing offerings of numerous hard goods, but not plants
and flowers” are shown in Exhibits B to F to the Acevedo Declaration. Thus, in the
industry, Mr. Acevedo maintains that horticultural supplies are a distinct category
of goods from live flowers and plants.8
We agree with Applicant that the related services doctrine (services provided in
connection with the same goods) has no application here. Registrant’s distributorship

5 Applicant’s Appeal Brief p. 4 (14 TTABVUE 9).
6 Applicant’s Appeal Brief at p. 1 (14 TTABVUE 6).
7 Declaration of Carlos Acevedo, Senior Vice President of Sales of Applicant ¶ 9 attached to
Applicant’s April 10, 2019 Request to Suspend and Remand (10 TTABVUE).
8 Acevedo Decl. ¶ 9 and Exhibits B-F (10 TTABVUE 7, 14-74).
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services in the field of wholesale horticulture supplies and accessories are not related
to Applicant’s live flowers and plants, they are at most related to a different type of
goods, i.e., horticultural supplies and accessories.9 The Examining Attorney does not
dispute that horticultural supplies and accessories do not include live flowers and
plants. Rather, he argues that Applicant’s live flowers and plants, and the
horticultural supplies and accessories distributed by Registrant, all fall within the
“broad category” of horticultural products,10 citing no authority for extending the
related services doctrine to encompass flowers and plants as horticultural products.
Reliance on the related services doctrine is not appropriate here where Registrant’s
services are provided in connection with goods (horticultural supplies and
accessories) which are different from Applicant’s live flowers and plants. Even if
Applicant’s flowers and plants and, Registrant’s distributorship in services in the
field of wholesale horticultural supplies and accessories, both have some relationship
to the broad category of horticultural products, this does not render them related in
a manner that confusion is likely to occur. See Calypso Tech., 100 USPQ2d at 1222
(computer software related to financial services was found not related to “equity
investment management and fund services,” even though both were in the same
broad category – the financial field).
To support a likelihood of confusion it is not necessary that the goods or services
on or in connection with which the marks are used be identical or even competitive

9 Applicant’s Appeal Brief p. 18 (14 TTABVUE 23).
10 Examining Attorney’s Brief at 16 TTABVUE 6.
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in order to find that they are related for purposes of our likelihood of confusion
analysis. It is enough if there is a relationship between them or they are marketed
under the same or similar conditions and surroundings to the same general class(es)
of purchasers such that persons encountering them under their respective marks are
likely to assume that they originate at the same source or that there is some
association between their sources. That is, the issue is not whether customers would
confuse the goods and services themselves, but rather whether they would be
confused as to the source of the goods and services or find an association between
their sources. J.C. Hall Co. v. Hallmark Cards, Inc., 144 USPQ 435 (CCPA 1965);
McDonald’s Corp. v. McKinley, 13 USPQ2d 1895, 1898 (TTAB 1989); In re Rexel Inc.,
223 USPQ 830 (TTAB 1984).
Here, however, there is no evidence showing that Applicant’s goods and
Registrant’s services may emanate from a single source. Instead, the evidence shows
that horticultural supplies are manufactured goods that are subsequently distributed
by entities different than those that sell highly perishable live flowers and plants
which are grown by breeders and growers, requiring special handling by specialized
companies.11
In view of the foregoing, the relatedness of Applicant’s goods and Registrant’s
services in the wholesale market has not been established. Thus, the DuPont factor
of the similarity of the goods and services favors Applicant.

11 Acevedo Decl. ¶¶ 5-6 (10 TTABVUE 6).
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C. Channels of Trade and Classes of Customers
With respect to the channels of trade and classes of customers, our determinations
under these factors are also based on the services as they are identified in the cited
registration and the goods identified in Applicant’s application. See Stone Lion v. Lion
Capital, 110 USPQ2d at 1161; Hewlett-Packard Co. v. Packard Press Inc., 281 F.3d
1261, 62 USPQ2d 1001 (Fed. Cir. 2002); In re Dixie Rests., 41 USPQ2d at 1534.
While Applicant’s identification of goods contains no channels of trade or user
limitations, because Registrant’s services are limited to distribution services in the
wholesale channel of trade and customers who purchase its goods wholesale, “the
relevant class of purchasers” is the “retailer [outlets] to whom [registrant’s]
distributorship services are directed.” See In re United Servs. Distribs., 229 USPQ at
238-239 (where use of a mark is directed to distributorship services in a particular
field, the relevant class of purchasers for determining likelihood of confusion are the
retailers who are the wholesaler’s customers in that field).
Because Registrant’s mark is limited to the field of wholesale distribution of
horticulture supplies and accessories, Applicant and the Examining Attorney agree
that is the proper focus of the confusion analysis and that the customers of wholesale
distribution include retail outlets, such as nurseries, garden centers and garden
departments of large chain stores.
The same commercial entities that would purchase Applicant’s flowers and plants
could also avail themselves of the services offered by Registrant. However, there is
no evidence that the same people at those entities make the decision to purchase
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wholesale distributor services for horticulture supplies and accessories, and also
purchase live flowers and plants. See Calypso Tech., 100 USPQ2d at 1221 citing
Electronic Design & Sales Inc. v. Electronic Data Sys. Corp., 954 F.2d 713, 21 USPQ2d
1388, 1391 (Fed. Cir. 1992) (the mere purchase of the goods and services of both
parties by the same institution does not, by itself, establish similarity of trade
channels or overlap of customers); Electronic Data Sys. Corp. v. EDSA Micro Corp.,
23 USPQ2d 1460, 1465 (TTAB 1992) (the fact that a large company, which buys a
myriad of different products and services, may purchase opposer’s and applicant’s
services and goods, does not either make the services and goods related or
demonstrate that confusion is likely to occur because of the use of similar marks).
The mere likelihood that a business will purchase services and products from both
Applicant and the owner of the cited registered mark does not, by itself, establish
similarity of trade channels or overlap of customers. Electronic Design v. Electronic
Data, 21 USPQ2d at 1391; In re Digirad Corp., 45 USPQ2d 1841, 1844 (TTAB 1998)
(“[S]imilarity of trade channels or overlap of customers is not established simply
because both [applicant and registrant] ... sell their products to the same
institution.”). Therefore, the fact that Applicant’s goods and Registrant’s services may
fall within the overall category of horticultural products does not make them related.
See Electronic Design, 21 USPQ2d at 1390-91.
Applicant points to Mr. Acevedo’s Declaration where he declares:
5. In my experience, at the wholesale level . . . the
companies that distribute horticultural supplies are
different than those which distribute live flowers and
plants. Horticultural supplies are manufactured by
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numerous manufacturers, and then distributed through
other companies that distribute the various supplies at
wholesale. In contrast, live plants and flowers are not
manufactured articles — they are grown by breeders and
growers in greenhouses or farms. These products are
highly perishable, and hence require special handling in
packaging and transporting them to outlets where they are
sold to the public.
6. Given that the growing of live plants and flowers is such
a different business and requires specialized handling, it is
generally done by different companies and using different
trademarks. . . . 12
According to Mr. Acevedo, the growing of live plants and flowers which require
specialized handling is such a different business than distribution of horticultural
supplies that it is generally done by different companies using different trademarks.13
He is aware of only two companies that have been involved with growing live plants
and flowers, and in manufacturing horticultural supplies.14 The first company,
ScottsMiracle-Gro, manufactures fertilizers and other gardening supplies. It entered
into a partnership with a company named Bonnie Plants, a national grower and
distributor of flower and vegetable plants. Although ScottsMiracle-Gro and Bonnie
Plants collaborate on product development and research, they operate as separate
businesses each with its own management, labor pool, sales team, and distribution
channel, and, each utilize separate trademarks for their respective product lines.15

12 Acevedo Decl. ¶ 5-6 (10 TTABVUE 5).
13 Acevedo Decl. ¶ 6 (10 TTABVUE 6).
14 Acevedo Decl. ¶ 6 (10 TTABVUE 6).
15 Acevedo Decl. ¶ 7 and Exhibit A (10 TTABVUE 6-7). While ¶ 7 of the Acevedo Decl. refers
to “fertilizers and other gardening suppliers,” it is obvious from the context of the sentence
that “gardening supplies” was the intended term. Although the July 9, 2018 Greenhouse
Grower article entitled “How Bonnie Plants and ScottsMiracle-Gro Are Investing in
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Similarly, Central Garden & Pet, a manufacturer of garden and lawn care
products, acquired a grower named Bell Nursery in 2018. According to Mr. Acevedo,
Central Pet & Garden is the parent company; yet, Bell Nursery continues to operate
as a separate business, using its own, different trademarks to identify its product line
of flowers and plants.16
Based on the foregoing, Applicant argues that wholesale distribution of
horticultural equipment and, wholesale distribution of highly perishable live plants
and flowers, have different physical requirements. In short, Registrant’s distribution
services of horticultural supplies and accessories, and Applicant’s live flowers and
plants, are distinct business lines, with distinct distribution, that are not handled by
the same sources.17 Applicant concludes that in the wholesale market the same
entities never provide Registrant’s services and Applicant’s goods citing Calypso
Tech., 100 USPQ2d at 1221, (even though there was “clearly some connection”
between the goods and services at issue, as both were “in the financial field,” that was
insufficient to find them related) in support.18

Consumer Success” attached as Exhibit A to the Acevedo Decl., says “. . . Through these
efforts, the company discovered that most consumers already associated the ScottsMiracle-
Gro name with plants, not just products to nurture plants.” (10 TTABVUE 11), this refers to
end consumers which involve a different trade channel and class of customer than those in
this case.
16 Acevedo Decl. ¶ 8 (10 TTABVUE 7).
17 Applicant’s Appeal Brief p. 6 (14 TTABVUE 11); Applicant’s Reply Brief p. 2 (17 TTABVUE
4).
18 Applicant’s Reply Brief p. 2 (17 TTABVUE 4).
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The Examining Attorney submits evidence of some retail outlets that carry both
horticultural supplies and live plants, some that carry only flowers and plants, and a
few distributors of horticultural supplies19:
1. Retailers Offering Only Flowers and Plants
Merrifield Garden Center website (1/22/18 Office Action,
TSDR 10-15)
Shows the offering of various plants and flowers, as well as
landscaping services at retail. The sole offerings are plants,
not horticultural supplies. Thus, it does not provide any
evidence about wholesale distribution of Applicant’s goods
or Registrant’s services.
Meadows Farms website (1/22/18 Office Action, TSDR pp.
16-17)
Shows the offering of various plants and flowers, as well as
landscaping services. This is not a wholesale supplier, so it
evidences nothing about wholesale distribution of
Applicant’s goods or Registrant’s services. Additionally, the
sole offerings are plants, not horticultural supplies, so it
does not support the sale of Applicant’s goods and
Registrant’s services.
Both of these two retailer websites only show use of a mark at retail to the end
consumer, which is not the wholesale distribution channel of trade involved here.
2. Retailers Offering Both Plants and Horticultural Supplies
Gardener’s Supply Co.; Ikea; Roberta’s Gardens; Terrain;
Cost Plus World Market (3/12/19 Denial of Reconsider-
ation, TSDR 5-14, 15-20, 21-28, 29-32, 33-42)
These pages are from the websites of online retail outlets
using their own house mark for online retail store services
to offer both flowers and plants, and horticultural supplies
(and presumably other goods as well) to end consumers.

19 Examining Attorney’s Brief (16 TTABVUE 5).
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None of the foregoing evidence shows that the same entity provides both
Applicant’s goods and Registrant’s services under the same brand names.
3. Wholesalers Offering Only Horticultural Supplies
Carlin (8/6/18 Final Office Action, TSDR 23-25)
Wholesale supplier of horticultural supplies and
equipment. There is no offering of live plants and flowers.
BFG Supply Co. (1/22/18 Office Action, TSDR 18-30)
BFG is a wholesale supplier of horticultural supplies. The
main part of the BFG site (TSDR 18-21) lists several
catalogs under the BFG mark (BFG) offering various
horticultural and gardening supplies, but not plants and
flowers.
Another section of the BFG website (TSDR 22-30)
identifies “The Plant Connection,” a separate (and
differently named) division of the BFG company. The Plant
Connection refers customers to a list of over 100
independent growers around the country who sell plants
and flowers under their own separate trademarks. Viewers
are offered to “Connect Yourself to our extensive network
of growers.” located all over the country. (TSDR 22).
Carlin is a wholesale supplier that does not offer live plants and flowers; BFG is
also a wholesale supplier referring customers to growers of live flowers and plants
who offer them for purchase under their own, separate tradenames and trademarks.
The evidence from Carlin and BFG does not show that either of them provide both
Registrant’s services and Applicant’s goods under the same mark.
When analyzing the channels of trade and classes of purchasers, we must keep in
mind that even though Applicant and Registrant conduct business in related fields,
possibly with some of the same companies, the mere purchase of goods and services
of both parties by the same institution does not, by itself, establish similarity of trade
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channels or overlap of customers. Edwards Lifesciences Corp. v. VigiLanz Corp., 94
USPQ2d 1399, 1412 (TTAB 2010) (citing Electronic Design, 21 USPQ2d at 1391)
(“[T]he mere purchase of the goods and services of both parties by the same institution
does not, by itself, establish similarity of trade channels or overlap of customers.”);
see also, e.g., In re White Rock Distilleries Inc., 92 USPQ2d 1282, 1285 (TTAB 2009)
(although we may assume that vodka and wine are sold to the same class of
purchasers, this is not a sufficient basis on which we may conclude that such goods
are related).
The Examining Attorney contends the evidence clearly establishes that third-
party live-plant distributors, such as McHutchison and Michell’s, describe themselves
as “horticultural,” “with MCHUTCHISON calling itself a ‘horticultural’ company and
MICHELL’S describing its business as ‘dealing with seeds, plants and a wide range
of other horticultural products.’”20 Based on the foregoing, the Examining Attorney
argues that “[t]his strongly persuasive evidence of record makes it clear that
applicant’s goods fall within the general category of ‘horticultural’ products, and
therefore, travel in the same channels of trade as registrant’s horticultural supply
distribution services.”21

20 Examining Attorney’s Brief (16 TTABVUE 5) citing to March 12, 2019 Denial of Request
for Reconsideration at TSDR 44-46, 47-49 (McHutchison website at TSDR 44: “We’re a
horticultural distributor passionate about delivering quality products and superior service to
our customers.”) (Michell’s website at TSDR 48: “. . . dealing with seeds, plants, and a wide
range of other horticultural products. . . .”).
21 Examining Attorney’s Brief (16 TTABVUE 5).
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However, a closer look at this evidence reveals that McHutchinson’s which sells
“the highest quality plant material . . .” refers to itself as a “horticultural distributor”
and Michell’s sells plant materials advertising that it is “the first choice for numerous
wholesale horticultural customers nationwide.” While these websites use the term
“horticultural” in the broadest sense, both parties are selling plants or flowers, not
offering distributorship services in the field of wholesale horticulture supplies and
accessories. Therefore, these websites do not show use in the same trade channels as
Registrant. Neither does the ROOM FOR IMPROVEMENTS website evidence
submitted by the Examining Attorney, which identifies gardening tools and explains
how to use them in planting and maintaining a garden.22 The Examining Attorney’s
argument that Applicant’s live flowers and plants are intended to be used together
with the horticultural supplies and accessories provided via Registrant’s
distributorship services misses the point. The argument in connection with the
ROOM FOR IMPROVEMENT website is directed towards the complementary uses
of live flowers and plants in connection with horticultural supplies in the end
consumer market. The channel of trade and class of customer involved in this case
however, is the commercial market and the purchasers in that market.
Applicant contends that in the wholesale market for Applicant’s goods and
Registrant’s services, the buying personnel are different. This difference, according
to Applicant, means that the respective goods and services operate in different trade

22 Examining Attorney’s Brief (16 TTABVUE 5-6) citing to Room for Improvements website
in the August 6, 2018 Final Office Action at TSDR 26-32.
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channels. As addressed above, Applicant’s evidence shows that in the wholesale
market different personnel are involved in purchasing Applicant’s flowers and plants
and utilizing Registrant’s wholesale distribution services for horticultural supplies
indicating that there are different channels of trade. The fact that “end consumers
might make ‘conjoint use’ of the two types of goods is not at all probative of whether
wholesale customers at issue here would be confused.”23 None of the evidence
submitted by the Examining Attorney shows the same mark being used for flowers
and plants sold at wholesale and the wholesale distribution of horticultural supplies.
There is an absence of evidence tending to show that Applicant’s goods and
Registrant’s services, even if bought by the same commercial entities, would be
purchased by the same individuals employed by such entities and thus give rise to a
likelihood of confusion as to source or sponsorship. As noted by our principal
reviewing court in Electronic Design, 21 USPQ2d at 1391, it is error to deny
registration simply because an applicant markets and sells its goods in one (or more)
of the same generalized fields as those in which a registrant markets and sells its
goods without also determining who are the relevant purchasers in instances of
common institutional customers. Here, the possible purchase by the same institutions
of both Applicant’s flower and plant products and Registrant’s wholesale
distributorship of horticulture supplies and accessories, does not, of itself, establish
similarity of trade channels or overlap of customers. Any likelihood of confusion must,

23 Applicant’s Appeal Brief p. 7 (14 TTABVUE 12).
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instead, be shown to exist not in a purchasing institution but in a shared customer or
purchaser, which evidence is lacking here.
D. Sophistication
Sophistication is important and often dispositive because sophisticated
purchasers may be expected to exercise greater care. See Electronic Design, 21
USPQ2d at 1392. The evidence in this case shows that the sophistication of the
relevant purchasers and their knowledge of the realities of the wholesale market
weighs against any confusion.
The relevant buyer class is composed solely of commercial or professional
purchasers familiar with the fields of flowers and plants, and distribution of
wholesale horticulture supplies and accessories. This factor typically strongly favors
a finding of no likelihood of confusion. Based on the record, we agree with Applicant
that “the only narrow and limited overlap in the potential class of customers comprise
sophisticated, knowledgeable individuals who have a close business relationship with
applicant,” and that these consumers are not likely to be confused.24 In view thereof,
Applicant’s mark for “live flowers and living plants,” is not likely to cause confusion
with the identical mark in the cited registration for “distributorship services in the
field of wholesale horticulture supplies and accessories.”
As explained by Mr. Acevedo, Senior Vice President of Sales for Applicant,
horticultural supplies are manufactured by numerous manufacturers and then

24 Applicant’s Appeal Brief p. 9 (14 TTABVUE 14).
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distributed through distributors that distribute the various supplies at wholesale to
accounts such as box stores, garden centers and nurseries. In contrast, live plants
and flowers are grown by breeders and growers in greenhouses or farms. Such
products are highly perishable, requiring special handling in packaging and
transporting them to outlets where they are sold to the public.25
It is reasonable to assume that Applicant’s and Registrant’s commercial customers
will be relatively sophisticated in making their purchases of these goods. Centraz
Industries Inc. v. Spartan Chemical Co., 77 USPQ2d 1698, 1699-1700 (TTAB 2006)
(commercial and institutional buyers of cleaning products, including floor finishing
preparations relatively sophisticated). Even the Examining Attorney recognizes that
“wholesale purchasers are generally sophisticated consumers.”26
Here, the potential for confusion appears to be a mere possibility not a probability.
See Electronic Design, 21 USPQ2d at 1393. The purchasers of Applicant’s goods and
Registrant’s services would likely be sophisticated purchasers, which undercuts the
possibility of confusion. Id. at 1392; Astra Pharmaceutical Prods., Inc. v. Beckman
Instruments, Inc., 718 F.2d 1201, 220 USPQ 786 (1st Cir.1983) (purchasers of local
anesthetic preparations, cardiovascular medicines, and prefilled syringes, on the one
hand, and purchasers of computerized blood analysis machines, on the other hand,
are distinct professionals and unlikely to be confused).

25 Acevedo Decl. ¶ 5 (10 TTABVUE 6).
26 Examining Attorney’s Brief (16 TTABVUE 6).
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The sophisticated purchasers involved in the wholesale purchase of Applicant’s
live plant goods and Registrant’s distributorship services in the field of wholesale
horticulture supplies and accessories would be aware of the practices of the industry
and recognize that such goods and services do not emanate from a single source.
Calypso Tech., 100 USPQ2d at 1222.
E. Conclusion
Any of the DuPont factors may play a dominant role from case to case. DuPont,
177 USPQ at 567. In this case, the factors of the dissimilarity of the goods and services
and even more importantly, the sophistication of the purchasers, outweigh the other
factors, including the identity of the marks, and favors a finding of likelihood of
confusion.
While Applicant’s applied-for mark and Registrant’s mark are identical, that by
itself is not dispositive. Even identical marks have been held not to be confusing
where the goods and services are not related. See, e.g., Shen Mfg., 73 USPQ2d 1355-
56. It is clear that retailers and others who receive Registrant’s wholesale
distributorship services of horticulture supplies and accessories are also the type of
wholesale purchasers of Applicant’s flowers and plants for their retail outlets which
are re-sold to the ultimate consumer. This class of customers, which utilize
purchasing personnel, is more sophisticated in their purchasing habits than the
ultimate end consumer of flowers and plants, and horticultural supplies and
accessories. Based on the evidence submitted, we believe that this class of customer,
familiar with wholesale distribution of horticulture supplies and accessories sold
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under a particular mark are sophisticated and careful wholesale purchasers, who
upon coming into contact with a seller of flowers and plants sold under an identical
mark, would not erroneously believe that said distributorship services and the
flowers and plants were somehow sponsored by or associated with the same source.
Inasmuch as “[w]e are not concerned with mere theoretical possibilities of
confusion, deception, or mistake or with de minimis situations but with the
practicalities of the commercial world, with which the trademark laws deal,”
Electronic Design, 21 USPQ2d at 1391, quoting from Witco Chem. Co. v. Whitfield
Chem. Co., 418 F.2d 1403, 164 USPQ 43, 44-45 (CCPA 1969), and taking into account
the record in this case, we find that confusion with Registrant’s mark is not likely.
Decision: The refusal to register Applicant’s mark GROW WITH US under § 2(d)
of the Trademark Act is reversed.