Nevertheless, the brand new having been around so long had so much value that it would make sense to continue the brand even the brand was sold to another producer.
25 years is not that long.
That’s assuming the previous owners were willing to sell the name for a price the new owners were willing to pay.
A quick trademark search shows that “Fresh & Healthy” and “New Square” are both owned by Yomo Quality Food LLC. The trademark was bundled with other assets by the bankruptcy court and apparently the new owners don’t think the name is worth using.
Perhaps Yomo Quality Food LLC would be willing to sell the trademark to Joseph.