Tuna The King of the Sea

Moshe Freund gave the name of his tuna fish company "The King of the Sea." He company started out in Brooklyn, New York by working from his home, then from a narrow loft that he built directly above the refrigerator in his father's fish store - a loft so small, he says, "that I couldn't stand straight." a year or so ago, he says, he saw another opportunity, this time to expand beyond his kosher base in New York by He stepped out of his relatively closed community and hired a marketing and communications company in Morristown, N.J., to spread the word.

The name raised the feathers of the company Chicken of the Sea out of California. Chicken of the Sea sent to Mr. Freund a letter, expressing concern about the phrase "of the sea," and the potential confusion between a behemoth in California and a little guy in New York.

A spokeswoman for Chicken of the Sea said in an e-mail message yesterday that the company hopes for an "amicable solution." Mr. Freund, who fears costly litigation, fervently shares that hope, though he doesn't quite see the issue.

"There's so many things coming from the sea," says its king Mr Freund.