GOSHEN, Ind. — Underscoring a new example of trademark controversy involving the American Farm Bureau Federation, the $450 million Elkhart County Farm Bureau Credit Union is shedding the Farm Bureau moniker to become known as Interra Credit Union late this summer.
The rebranding, which comes after years of negotiations between the CU and the Washington trade group, joined in by the state FB affiliate, could have national impact on other CUs linked to Farm Bureaus, though the AFBF insisted it had no pending license policing cases on hand.
"We did not roll over easily for this, but we're hoping the change doesn't hurt us much," declared Jack A. Sheets, president/CEO of Elkhart County, who drew parallels with other well-known cases among airline and insurance firms of corporate sponsors demanding CUs rebrand to avoid trademark or identity conflicts.
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