Marshall Rader had been urged to change the name of his business since its founding.

In 2010, the Chicago resident started The GFB: Gluten Free Bar with his brother, Elliott -- both have celiac disease. While the name spells out exactly what their products are, people who worked with Rader in the past thought the name was a mistake. He started to doubt it as well.

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"Whether it's a buyer, retail store, broker, mentors, marketing people or PR agency, there probably isn't one group over the course of the past seven years that hasn't told me that I needed to change the name," he said. "It's been a constant defense of the name and the brand."

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