Rancho Gordo bean club

[Jenise]

From the San Fran Chronicle:

Last month, it came to light that Rancho Gordo, America’s favorite heirloom bean purveyor, had started sending trademark enforcement letters. The Napa company trademarked the term “bean club” back in 2022, but this was the first time it had made attempts at enforcement. Some were outraged by the foodie world darling’s litigiousness toward smaller bean brands, but ultimately, the controversy has actually benefited the brand.

“I’ve been surprised how sales have gone up,” founder Steve Sando told SFGATE, adding that since early April, sales have increased by 12% year over year. “I think they’ve introduced us to a whole bunch of people who didn’t know about us.” The San Francisco Chronicle was the first to report the letters, back in April. (The San Francisco Chronicle and SFGATE are both owned by Hearst but have separate newsrooms.)

Sando founded Rancho Gordo in 2001 and launched its popular bean club back in 2013. The club has 30,000 members and 35,000 people on the waitlist. Members receive beans, of course, but also perks like access to an exclusive Facebook community, recipes and special dinners. If bean clubs seem commonplace now, that’s only because Rancho Gordo invented them, Sando said.

“I think if you weren’t there, you don’t realize the revolution that happened and how we were at the forefront of it,” he told SFGATE of the companies that have received the letters. “Like the reason you’re even doing a bean club is because of us.”

I met Steve in 2000 or 2001 at an eGullet offline (remember that site? It's still kicking, like this one). He was a teddy bear with an incredible focus on product quality. He deserves all the kudos for rescuing artisan bean varieties when no one in the US (that I'm aware of) cared. I can't even count the number of times online and off that I've recommended Rancho Gordo. That said, he's acting like a real schmuck. I mean, Screaming Eagle and Parade Magazine both have wine clubs, is anyone getting them confused? The "jelly of the month club" was a punchline back in 1989, fer cryin' out loud. Just because the law is on his side is no excuse for acting more like Nestle than the Steve Sando I know and love.

I wrote him a letter (the handwritten kind) relating the above and got back a response, presumably one drafted with the help of the "crisis communications firm" he has engaged. It doubles down on the idea that the people who are making their own bean clubs stole the idea from him. The most recent Chronicle article says that his club has 30,000 members while the two competitors have 500 and 600. I dunno, I love Steve but I do not like the way he's acting. Will seek out new sources of top-quality beans and grains. Anyone have a good source for carnaroli rice? None of the local store have it, not even Whole Foods.

[Jenise]

It all seems pretty unfortunate, and if that's all the competition is doing? Seems silly. Are you sure his last name isn't Gallo?

Re Carnaroli rice, I buy it in Canada. Easy to find there, and about half the price. So I can't help you, but I would think Bay area Italian delis would be a great source of such things.

I've been buying from Rancho Gordo for many years and have not heard any of this. He tends to get a bit political now and then, sending out postcards with his orders. I toss them out as I do not use postcards. His beans are seasonal, which I love because the products are great and always fresh. His beans cook up perfectly, as I cook them in a slow cooker on low. Always delicious. Service is great, he lets you know when shipped and provides a delivery date. Sometimes I get on a wait list if the bean is coming in later than expected, but his communication is always there. I just received my spring order a month ago, Royal Corona, and Large white Lime Beans. Yum!

Walter, try this for your rice: https://shop.sognotoscano.com/products/ ... 0583884960

I'm a bit surprised that the US Patent and Trademark Office would allow "bean club" to be registered as a trademark. Did the article say what outfits Rancho Gordo thinks are violating the trademark and why? Were any of them using the allegedly violating name/phrase before the trademark was issued?

-Paul W.

[Jenise]

Paul, his claim is that no, they did not exist previously.

I'm really surprised you're not finding Carnaroli out where you are, Walter. I can think of three or four places here to get it, including a local supermarket chain. There must be a specialty grocer or deli somewhere near you that carries it.

[Robin Garr]

RG Bean Club member here since around 2016, and very fond of Steve and his approach to the world of the leguminati. This does seem odd, but he takes it very seriously ... and from a legal standpoint* I understand that he has to actively defend his mark or he stands to lose it.

_____________
I am not a lawyer, but I'm a recovering journalist and I've covered a number of trademark disputes with aggressive business owners defending their marks in the interest of keeping them ... most notably Kern's Kitchen, the makers of Derby-Pie (TM), who've been going after thousands of imitators for a half-century. I got to see the court's files on their cases, and back in the late '80s it was already a shelf 10 feet long.