Scott, Blane, and Darren Recovery, LLC v. Auto-Owners Insurance Company

Court of Appeals for the Eleventh Circuit·Decided April 3, 2018·No. 17-12945·Unpublished

Opinion

[DO NOT PUBLISH]

IN THE UNITED STATES COURT OF APPEALS

FOR THE ELEVENTH CIRCUIT

No. 17-12945

Non-Argument Calendar

D.C. Docket No. 8:15-cv-00153-SDM-MAP

SCOTT, BLANE, AND DARREN RECOVERY, LLC, ANOVA FOOD, INC.,

Plaintiffs-Counter Defendants-

Appellants,

versus

AUTO-OWNERS INSURANCE COMPANY, a Michigan insurance company,

Defendant-Counter Claimant-

Appellee.

Appeal from the United States District Court for the Middle District of Florida

(April 3, 2018)

Before MARCUS, ROSENBAUM and HULL, Circuit Judges. PER CURIAM:

In January 2015, Plaintiff-Appellant Anova Food, Inc. sued Auto-Owners Insurance Company, advancing two claims under Florida law: breach of written insurance contracts and bad faith denial of coverage. In May 2017, the district court entered final judgment in favor of Defendant-Appellee Auto-Owners, finding that Auto-Owners owed no duty under its insurance Policy to defend or indemnify Anova. Anova appealed. After review, we affirm.

I. BACKGROUND

A. The Auto-Owners Policy In August 2005, Defendant Auto-Owners, a Michigan based insurance company, issued a policy of commercial general-liability insurance to Plaintiff- insured Anova Food, Inc. (“Anova”). The policy was effective for a term beginning on July 8, 2005 and ending on July 8, 2006. In April 2006, Auto- Owners renewed the policy, effective for a term beginning on July 8, 2006 and ending on July 8, 2007. The renewed policy contained the same coverage for “advertising injur[ies]” as the first policy (collectively referred to as the “Policy”). The Policy was an “occurrence” policy, meaning that it covered offenses committed during the term of coverage, regardless of when a legal claim arising from an occurrence is made against Anova.

In relevant part, the Policy covered “advertising injur[ies],” “caused by an offense committed in the course of advertising [Anova’s] goods, products or services.” The Policy defined “advertising injury” as follows:

Advertising injury means injury arising out of one or more of the following offenses:

a. Oral or written publication of material that slanders or libels a person or organization or disparages a person’s or organization’s goods, products or services;

b. Oral or written publication of material that violates a person’s right of privacy;

c. Misappropriation of advertising ideas or style of doing business; or

d. Infringement of copyright, title or slogan.

At issue in this appeal is whether Anova’s advertisements “disparage[d] a person’s or organization’s goods, products or services.”

The Policy also contained an exclusion from the coverage for “advertising injury.” That exclusion provided:

2. Exclusions This insurance does not apply to b. “Advertising injury” arising out of:

(1) Breach of contract, other than misappropriation of advertising ideas under an implied contract;

(2) The failure of [Anova’s] goods, products or services to conform with advertised quality or performance;

(3) The wrong description of the price of goods, products or services;

or

(4) An offense committed by an insured whose business is advertising, publishing or telecasting.

Also at issue in this appeal is the exclusion set forth in subsection (2).

If any lawsuit filed against Anova alleged a covered “advertising injury,” the Policy required Defendant Auto-Owners to defend Anova and to pay damages that Anova would be “legally obligated to pay” for causing an “advertising injury.” The Policy required Anova to notify Auto-Owners in writing as soon as practicable of an “‘occurrence’ or an offense which may result in a claim” or any “claim” or “suit” brought against Anova. In addition, the Policy directed Anova to “[i]mmediately” send to Auto-Owners a copy of any “demands, notices, summonses or legal papers received in connection with the claim or ‘suit.’”

The Policy did not define “claim,” but did define “suit” as “a civil proceeding in which damages because of . . . ‘advertising injury’ to which this insurance applies are alleged.” The Policy also defined “occurrence” as “an accident, including continuous or repeated exposure to substantially the same general harmful conditions.”

The Policy stated that no suit could be brought against Auto-Owners concerning the Policy’s coverage of advertising injuries “unless all of [the Policy’s] terms have been complied with.” B. King Tuna Files the Oregon Suit Against Anova in 2007 In July 2007, King Tuna, Inc., a business competitor of Anova, sued Anova in the United States District Court for the District of Oregon (the “Oregon Suit”). In its complaint, King Tuna advanced a claim for unfair trade practices and false

advertising under the Lanham Act, 15 U.S.C. § 1051 et seq., as well as a state law claim under Oregon’s Unfair Trade Practices Act, Or. Rev. Stat. § 646.605 et seq.

King Tuna alleged that Anova falsely advertised its tuna. King Tuna accused Anova of making false claims in its public marketing materials that its tuna products were superior to its competitor’s offerings because Anova treated its tuna meat with a smoking process using filtered hickory wood chips, which exposed its tuna meat to low concentrations of carbon monoxide. King Tuna claimed that Anova’s statements misrepresented “the nature, characteristics and qualities of [Anova’s] tuna products,” alleging that Anova was actually treating its tuna meat with synthetic industrial carbon monoxide. According to King Tuna, these misrepresentations led to a decrease in King Tuna’s sales figures and caused a loss of King Tuna’s goodwill.

As detailed by King Tuna in its Oregon Suit, how a vendor treats its tuna meat can affect consumer demand. Specifically, a key concern for the marketing, sale, and delivery for sashimi grade raw tuna meat is the preservation of the red color of fresh tuna. When cut and exposed to air, the myoglobin in the tuna’s muscle tissue reacts with oxygen to produce oxymyoglobin, which gives tuna meat a bright red color. But, over time, exposing tuna meat to oxygen will turn this bright red color to brown, as the oxymyoglobin oxidizes into metmyoglobin. This

process will occur even if the tuna meat is frozen at temperatures between 0 and - 30 degrees Fahrenheit.

In order to prevent red tuna meat from turning brown, vendors will employ various methods of exposing tuna meat to carbon monoxide. 1 One method is to treat tuna meat with synthetic carbon monoxide, which can induce more intense coloration. According to King Tuna, treating tuna meat with synthetic carbon monoxide allows vendors to make lower grade tuna meat appear as higher grade tuna meat. A second method—and the method that Anova said it used in its advertisements—is to treat tuna meat with filtered wood smoke. According to King Tuna’s Oregon Suit, consumers often prefer the latter method, favoring tuna meat that is treated with filtered wood smoke over tuna meat that is exposed directly to carbon monoxide. C. Letters Between Anova and Auto-Owners In August 2007, Anova sent Auto-Owners two letters about the Oregon Suit, enclosing a copy of the Oregon Suit with each letter. Anova’s first letter states, “This claim is filed by Anova Food Inc. under [the Policy] . . . for which Anova hereby requests the acceptance of this claim by you and the provision of an

1 As explained in King Tuna’s Oregon Suit, carbon monoxide interacts with myoglobin in the tuna’s muscle tissue to form carboxymyoglobin. Carboxymyoglobin allows the tuna meat to retain its bright red color while it is frozen for transport and stored in warehouses.

appropriate defense and such other payments to which it is or may be entitled to pursuant to the [Policy].”

Twelve days after Anova sent the second letter, Auto-Owners sent a response letter denying coverage because King Tuna had not made any claim for an “advertising injury” and stating:

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