Platinum Performance Inc., a California manufacturer of nutritional products for horses, companion animals, and humans, has asked a U.S. District Court for a preliminary injunction against Farnam Companies Inc. to prevent Farnam’s use of the names “Platform” and “Platform Performance” on its new line of equine products. According to Platinum Performance, “the complaint includes counts of trademark infringement, unfair competition, deceptive trade practices, and dilution of the company’s well-known Platinum Performance brand.”

In March, Farnam unveiled its “Platform” line of equine feeds and supplements (www.TheHorse.com/ViewArticle.aspx?ID=5715). Platinum Performance’s suit contends that Farnam’s use of “Platform” in connection with directly competitive products is causing confusion among consumers and others in the industry.

“We’re a family-owned business dedicated to the health of horses,” said Douglas J. Herthel, DVM, founder and president of Platinum Performance. “We’re deeply concerned about the potential for consumers confusing the two marks and product lines. ‘Platform Performance’ or Platinum Performance—they are confusing even for people who know us best.”

Farnam replied to inquiries about the lawsuit, saying, “Farnam has no comment other than to say that it believes the action is baseless and it will pursue legal action of its own against the Plaintiff