By Matthew M. Thomas
Today it is common to find pure maple syrup for sale in a variety of attractive and interestingly shaped and sized glass bottles, such as maple leaves, snowmen, barrels and unique flasks, curets, and decanters. Fancy glass, or specialty glass bottles as they are sometimes called, began appearing in the maple industry in the 1980s and really took off in the late 1990s. Among this category of packaging, the cabin or chalet shaped glass bottle stands out for having a particularly interesting story. First introduced in 1998 by the Vetrerie Bruni glass company, this bottle was designed and sold for packaging maple syrup and was originally released as a 250 ml (8.45 ounce) bottle with a plastic or metal screw-on cap.
In 2000, this bottle was the center of a short-lived, but notable controversy, when Aurora Foods, Inc., the parent company of the Log Cabin Syrup brand, threatened a small Vermont maple syrup company with trademark violations for using this cabin shaped bottle. In February 2000, Aurora Foods (Aurora Foods bought the Log Cabin brand from Kraft- General Foods in 1997), sent both the L.L. Bean company of Portland, Maine, and Highland Sugarworks, then out of Starksboro, Vermont, threatening cease-and-desist letters. Specifically, the letters ordered L.L. Bean and Highland Sugarworks to stop using the cabin shaped bottle, to destroy all their inventory of the containers, and turn over all profits made from sale of the syrup in these bottles.
There was actually a precedent for Log Cabin Syrup being packaged in a glass cabin shaped bottle, but Aurora Foods made no mention of it in its threat to Highland Sugarworks. In 1965, while part of the General Foods corporate umbrella, Log Cabin Syrup was offered for one year in a special glass cabin shaped bottle that could be reused as a bank.
One side featured a door and two windows, with the back side displaying two windows. The words “Log Cabin” were embossed on the roof on both sides of the bottle. The metal cap came with a pre-cut slot for coins with a cardboard insert in the cap that one removed after the syrup was emptied and the bottle cleaned.
At the time of the controversy, Highland Sugarworks was a relatively small independent maple syrup manufacturing and packing company owned and run by husband and wife, Judy MacIssac and Jim MacIsaac, the latter now deceased. L.L. Bean was a reseller of Highland Sugarworks’ syrup and, as a nationally known retailer, was an easy target. Worried about protecting their brand, L.L. Bean quickly acquiesced and pulled the cabin shaped bottles of syrup from their shelves and catalog.
Log Cabin Syrup was being sold in tall and narrow blow-molded plastic bottles, with decorative elements that gave it something of the shape of a log cabin. However, it in no way resembled the small squat cabin shaped of the Highland Sugarworks bottle or even to the cabin shaped tins used by the Log Cabin Syrup company many years before.
In fact, the makers of Log Cabin Syrup had stopped selling syrup in their famous metal cabin shaped can in 1956, with the exception of a special limited edition commemorative tin issued in 1987 and toy banks in 1971 and 1979. Log Cabin issued another special edition cabin shaped tin in 2004.
The attack on the Highland Sugarworks glass cabin was even more surprising considering that there was already a metal cabin shaped tin specifically designed and manufactured for packaging and selling maple syrup that had been on the market and available from the New England Container Company since 1984.
Rolie Devost, the owner of New England Container Co. at that time, shared in an interview that Aurora Foods made no effort or demands for an end to the manufacture and use of the New England Container Company’s metal cabin shaped can. Ironically, a few years later, Pinnacle Foods, Log Cabin Syrup’s next owner, contracted with New England Container to manufacture Log Cabin Syrup’s 2004 commemorative cabin shaped tin.
Besides Aurora’s claim that Highland Sugarworks benefitted from Log Cabin Syrup’s reputation by use of the cabin shaped bottle, Aurora’s claim of trademark infringement was simply false. It is true that years ago the Log Cabin Syrup name and logo were trademarked and that there have been various design patents for the earlier Log Cabin Syrup metal cabin shaped cans, but these have long ago expired. Based on current information, the various owners of the Log Cabin Syrup brand never held a trademark or copyright specifically on a cabin-shaped container.
It was surprising that Aurora Foods went after Highland Sugarworks when Highland Sugarworks was not even the manufacturer of the cabin bottle and did not hold the design patent. Highland Sugarworks was simply doing what many other syrup makers were doing, packaging, and selling their syrup in a cabin shaped bottle that was readily available to anyone to purchase for packaging and sale.
At that time, these cabin shaped bottles, sometimes advertised as a “glass chalet,” were made by the famed glass makers, Vetrerie Bruni out of Milan, Italy. Bruni Glass was sold in 2015 and the cabin bottle is currently manufactured by Bruni Glass as a subsidiary of the Berlin Packaging Company in 50ml, 250ml, and 750ml sizes.
Not surprisingly, with the negative press and backlash that ensued from a large California based corporate food company wrongly attacking a small innocent Vermont family business, Aurora Foods quickly back peddled and by the end of the month had dropped their claims of trademark violation. In the end, the misguided efforts by Aurora Foods likely only hurt their brand and increased the popularity of the glass cabins and Highland Sugarworks’ sales of pure maple syrup.
Things didn’t get better for Aurora Foods, and one might speculate that their attack on Highland Sugarworks was a calculated distraction from the company’s other, much larger problems. The same week that Aurora Foods dropped its claim against Highland Sugarworks, it was announced that four of Aurora’s senior executives had resigned and the company was under investigation for serious accounting malpractice. As a result, its stock value plummeted from a normal $19 a share to $3 a share. The CEO subsequently pleaded guilty to fraud in 2001 and the company went into a bankruptcy restructuring in 2002, before merging with Pinnacle Foods in 2004.