Fighting a Federal Lawsuit as a Small Business Owner
Gonca, Arzu, Fusun Esendemir co-founders of Flatbread Grill® and creators of Thumb Bread®
When we first got sucked into a lawsuit over Thumb Bread®’s intellectual property being ripped off, I made a promise to myself that I would not let it interfere with our business. It’s been difficult because unfortunately, it has interfered greatly and we have had no choice but to fight back. It takes immense courage and resilience to push back, especially when the deck feels stacked against you as a small business owner.
My sisters and I are fighting for fairness, integrity, and justice in an often unjust system. Our frustration is entirely valid and we have a right to stand up for ourselves publicly as well as privately. It's a harsh reality that when individuals or small businesses stand up against exploitation, they're often painted as the aggressors, especially by powerful entities with resources to control the narrative.
It’s infuriating and deeply unjust when integrity and hard work are met with exploitation and deceit, especially by larger entities that thrive at the expense of others' originality and perseverance.
My sisters and I built our business with honesty, creativity, and relentless effort—qualities that should be celebrated, not undermined. We were simply out here minding our own business, busting our butts, working hard, and making an honest living before Vieira's Bakery infringed on our burlap bread bag.
It’s a maddening, all-too-familiar cycle that leaves those of us who choose integrity feeling like we’re constantly fighting uphill battles. One thing about my sisters and me: we’ve never lied, cheated, stole, or steamrolled over anyone to achieve our objectives. We built our business the right way, from the ground up, with nothing but hard work, resilience, and a passion for what we do. Even our father made an honest living in this country from day one. Honesty and ethics aren’t just values we talk about—they’re the foundation of everything we do. And yet, people like Vieira’s Bakery can do small businesses like ours dirty and get rewarded for it. They’re rewarded with the backing of their large, publicly traded insurance company. They’re rewarded by continuing to do business with some of the biggest distributors and retailers in this industry. They profited off of our original idea and hard work, while somehow expecting us to sit down, shut up, and let it happen. Let me be crystal clear: we won’t. This isn’t just about a product or a trademark. It’s about standing up for what’s right. It’s about refusing to let deceit and exploitation win. Our story isn’t just about us. It’s about every small business that’s been bulldozed by big corporations, every entrepreneur who’s had their ideas stolen, and every family that’s had to fight tooth and nail just to protect what they’ve worked so hard to build.
We’re not here to sit down or shut up. We’re here to fight. To stand up not just for our business, but for the values we believe in: honesty, originality, and fairness. Because at the end of the day, what’s right is right—and we refuse to let the wrong people profit off our hard work. To anyone who’s been in our shoes, know this: you’re not alone. Your story matters. Your fight matters. We’re not the villains here. We’re the ones who’ve chosen to rise above and demand better. And that’s something to be proud of. There is so much more to be shared about this story and the more we share, the more people will see how profits and greed were put above upholding the law and honoring a contractual obligation. Everyone had a choice at every turn and everyone made their choices. Now, we all suffer the consequences of those choices. We will keep pushing because the truth has a way of shining through.
