Small Business Owner Defies Momofuku's Cease-and-Desist Over Chili Crunch, Highlighting Trademark Bullying of Little Guys

Michelle Tew received a cease-and-desist from Momofuku for using "chili crunch" after supporting the brand for years
Tew refused to comply, opening her small business up to potential lawsuit from Momofuku
Tew discovered other small businesses that received similar letters and complied out of fear
The public support for Tew's stance has been overwhelming, though it hasn't directly translated into sales
Tew believes competition in the food world is often about resources rather than product quality