Legal
Trademark Notice
Last updated: April 28, 2026
Independent Retailer Statement
Seguin Coffee Traders LLC is an independent retailer and is not affiliated with, sponsored by, authorized by, or endorsed by H-E-B, LP in any way. We are not a licensed distributor, official partner, or authorized reseller of H-E-B, LP. We purchase genuine H-E-B Café Olé products through lawful retail channels and resell them to consumers under the first-sale doctrine of U.S. trademark law.
Trademark Ownership
The following trademarks are the exclusive property of H-E-B, LP (646 South Flores, San Antonio, Texas 78204), registered with the United States Patent and Trademark Office:
| Mark | Registration No. | Class / Goods |
|---|---|---|
| H-E-B® | 1,867,930 | Retail grocery store services |
| CAFE OLÉ® | 2,645,987 | Coffee |
| CAFE OLE® | 3,769,282 | Coffee |
All other product names, brand names, and trademarks mentioned on this site are the property of their respective owners.
Use of Third-Party Trademarks
Seguin Coffee Traders LLC uses the trademarks H-E-B®, Café Olé®, and related marks solely to identify the genuine products we sell. This use is permitted under the nominative fair use doctrine of U.S. trademark law, which allows resellers to use a brand's trademark when it is reasonably necessary to identify the brand's goods. Our use of these marks does not imply any affiliation with, sponsorship by, or endorsement by H-E-B, LP.
Specifically, our use of H-E-B® and Café Olé® trademarks on this website is limited to:
- Identifying the products we sell by their correct brand name
- Describing the products in product listings, titles, and descriptions
- Answering consumer searches for these specific products
We do not use H-E-B® or Café Olé® logos, stylized marks, trade dress, or design elements. We do not claim any ownership of or rights in these marks.
First Sale Doctrine
Under the first sale doctrine (also called the exhaustion doctrine) codified at 15 U.S.C. § 1115(b)(4), once a trademarked product is sold by the trademark owner or with its authorization, the purchaser has the right to resell that product. Seguin Coffee Traders LLC purchases genuine, unaltered H-E-B Café Olé products through lawful retail channels. We do not alter, repackage, or modify the products in any way that would misrepresent their origin or quality. All products sold on this site are the same genuine H-E-B Café Olé products available in H-E-B stores.
Product Authenticity Guarantee
Every product sold by Seguin Coffee Traders LLC is 100% genuine H-E-B Café Olé — the same product sold in H-E-B stores in Texas. We do not sell imitations, counterfeits, or substitute products. If you receive a product that you believe is not genuine, contact us immediately at [email protected].
Trademark Concerns
If you are a representative of H-E-B, LP or any other trademark owner and have concerns about our use of your marks, please contact us directly before taking any other action. We are committed to operating in full compliance with U.S. trademark law and will promptly address any legitimate concerns.
Contact: [email protected] | Seguin Coffee Traders LLC, San Antonio, TX 78250
This trademark notice is provided for informational purposes only and does not constitute legal advice. The information on this page reflects our good-faith understanding of applicable U.S. trademark law as of the date noted above. Seguin Coffee Traders LLC is not a law firm and this notice does not create an attorney-client relationship. For legal advice regarding trademark matters, consult a qualified intellectual property attorney.