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

CourtCourt of Appeals for the Eleventh Circuit
DecidedApril 3, 2018
Docket17-12945
StatusUnpublished

This text of Scott, Blane, and Darren Recovery, LLC v. Auto-Owners Insurance Company (Scott, Blane, and Darren Recovery, LLC v. Auto-Owners Insurance Company) is published on Counsel Stack Legal Research, covering Court of Appeals for the Eleventh Circuit primary law. Counsel Stack provides free access to over 12 million legal documents including statutes, case law, regulations, and constitutions.

Bluebook
Scott, Blane, and Darren Recovery, LLC v. Auto-Owners Insurance Company, (11th Cir. 2018).

Opinion

Case: 17-12945 Date Filed: 04/03/2018 Page: 1 of 21

[DO NOT PUBLISH]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) Case: 17-12945 Date Filed: 04/03/2018 Page: 2 of 21

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.

2 Case: 17-12945 Date Filed: 04/03/2018 Page: 3 of 21

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).

3 Case: 17-12945 Date Filed: 04/03/2018 Page: 4 of 21

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

4 Case: 17-12945 Date Filed: 04/03/2018 Page: 5 of 21

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

5 Case: 17-12945 Date Filed: 04/03/2018 Page: 6 of 21

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

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