Word: brigham
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...does not seem proud of its corporate connections. Last week, the Massachusetts Attorney General's office took Bic's to court and obtained a conseint judgment to force the store not to conceal its Brigham's ownership from customers. According to Paula Gold, chief of the state Consumer Protection division and attorney in the case, Bic's had "failed to disclose the true nature of its enterprise," an "unfair and deceptive practice" prohibited by the state Consumer Protection...
...signing the consent order, Brigham's agreed to pay $500 for investigation costs and, Gold said on Tuesday, "to place a sign in the window, clearly visible from the street, saying that Bic's serves Brigham's ice cream." The store also agreed to instruct its employees to respond honestly to customer questions about the Brigham's connection. Any violation will render the company liable to a $5000 fine...
Yesterday morning Bic's finally posted its sign, though perhaps not precisely as the judge envisioned. A small cardboard poster whispers that "All ice cream sold in this store in made by Brigham." But the sign is swamped by two blackboards and another sign that denounces, with a hundred-word essay in multi-colored chalks and inks, Steve's and other competitors. The overall message of the display seems to be--Jeff Lessard does not apologize...
Lessard denies, for example, that he ever misrepresented the nature of his enterprise to any customer. But Emily Cahan '78, who worked at Bic's last summer, said earlier this week that Lessard would "never give a straight answer" when asked whether Bic's and Brigham's ice cream were the same...
...tell us to say just that it was Bic's own natural ice cream," Cahan said. She added that Lessard instructed his employees to carry boxes of cones with their arms placed so as to ensure that the Brigham's label on the boxes would not be seen by customers...