The U.S. Patent and Trademark Office has rejected Whole Foods Market’s attempt to trademark the phrase “World’s Healthiest Grocery Store,” finding the statement to be merely descriptive and puffery. The company currently owns a trademark in “America’s Healthiest Grocery Store,” which it reportedly earned by using the mark in commerce for several years before registration. The rejection notice cites other examples of rejected puffery, including Boston Beer Co.’s attempt to register “The Best Beer in America.” Whole Foods may update and refile its application within six months. See The Washington Post, July 28, 2016.