Covent Garden Fruit Market has been trading for 40 years

Mark and Lisa Pierson run Covent Garden Fruit Market, Southbourne, Bournemouth, which has been trading for 40 years.

On Friday, they received a letter from solicitors representing Covent Garden Market Authority in London.

It states that unless they stop trading on their website and remove all signs they will face legal action.

The authority operates the fruit and vegetable New Covent Garden Market, which is based at Vauxhall in London with 2,500 staff.

Mr Pierson, who employs seven people, told the BBC News website he and his wife were both upset and angry about the letter, which he described as "very threatening".

All we do is serve people and schools in the local Southbourne and Bournemouth area Mark Pierson

He said: "It [the letter] said they'd checked our website and they actually used the word 'fraudulent' to describe it.

"They've basically told us we have to give up the name or they'll take us to court over it.

"We were just absolutely amazed. I told my wife and she just burst into tears - it's unbelievable."

The letter states Mr and Mrs Pierson's domain name - wwwcoventgardenfruit.co.uk - by using the word Covent Garden in relation to fruit "is inherently deceptive, such that it constitutes an instrument of fraud".

'Different market'

The couple have been told they now have 14 days to stop using their website if they want to avoid legal action.

They also have to remove "all material bearing the sign Covent Garden Fruit Market" and other references to their shop name.

"It's a very well established local shop and we have a completely different market," he said.

"All we do is serve people and schools in the local Southbourne and Bournemouth area. We can't afford to start going to court."

Helen Evans, of the Covent Garden Market Authority, told the BBC News website that the correspondence sent to the Piersons was a standard legal letter.

She said: "Unless we challenge the use of our name we run the risk of anyone using it in the future.

"We have a reputation for quality produce and we have to protect it."