Jury Awards $3.25 Million to Small Brand Owner in Trademark Fight Against Impossible Foods

On March 24, 2026, a federal jury in Texas delivered a unanimous verdict against Impossible Foods Inc., finding the plant-based meat company willfully and maliciously infringed two registered trademarks owned by endurance athlete and entrepreneur Joel Runyon. The jury awarded Runyon and his company, Impossible LLC, a total of $3.25 million in damages, consisting of $1.5 million in compensatory damages and $1.75 million in punitive damages. The case offers a striking illustration of how trademark rights are determined by priority of use, not by the size of a company's marketing budget.

How the Dispute Started

Runyon began building his brand under the "Impossible" name in 2010, using it in connection with endurance athletics, apparel, health and nutrition products, cookbooks, and sporting events. By March 2012, Impossible LLC had obtained its first federal trademark registration incorporating the word "Impossible." Impossible Foods, the well-known producer of plant-based meat products, was not founded until 2011 and did not begin using the "Impossible" name commercially until after Runyon had already established his brand and secured federal trademark protection. Despite Runyon's prior use and registration, Impossible Foods expanded into product categories that overlapped with Runyon's existing trademark rights, including branded apparel and food-related content.

What the Jury Found

The jury found that Impossible Foods infringed two of Runyon's federally registered trademarks covering goods including clothing and nutritional supplements. Critically, the jury also determined that the infringement was willful, meaning Impossible Foods was aware of Runyon's trademark rights and proceeded to use the mark anyway. In addition to the registered marks, the jury found infringement of Runyon's unregistered trademarks for apparel and cookbooks. The finding of willful and malicious conduct was the basis for the punitive damages award, which at $1.75 million exceeded the compensatory damages of $1.5 million. The court is also considering whether to award additional attorney fees, which could push the total well above the jury's initial award.

Key Takeaway for Business Owners

This case reinforces one of the most fundamental principles in trademark law: the first to use a mark in commerce generally holds the superior right to it, regardless of which company later becomes more well known. Runyon was using and had registered the "Impossible" mark years before Impossible Foods entered the market. When Impossible Foods expanded into goods that overlapped with Runyon's registrations, it created an infringement problem that no amount of brand recognition could overcome. For business owners, the lesson is twofold. First, conduct thorough trademark searches before launching a brand or expanding into new product categories. A name that seems available in your core industry may already be registered by another business for related goods. Second, if you are a small brand owner who has invested the time and money to register your trademarks, those registrations carry real legal weight. Federal trademark registration creates a presumption of ownership and exclusive rights nationwide, and as this case demonstrates, even a well-funded competitor cannot simply steamroll those rights without consequences.

The Impossible Foods verdict is a reminder that trademark protection is not reserved for large corporations. Any business that uses a distinctive name, logo, or brand in commerce has the potential to build enforceable trademark rights, and registering that mark with the USPTO is one of the most cost-effective ways to protect your brand investment for the long term.

Want to learn more about protecting your trademark or evaluating your brand's exposure to infringement claims? Schedule a free consultation with Diorio IP Law Group to discuss your options.