What if Claus owned a shop called "Sneed's Feed & Seed", where the sign was a subtle joke as feed and seed both end in the sound "-eed", thus rhyming with the name of the owner, Sneed. The sign says that the shop was "Formerly Chuck's", implying that the shop was owned by Chuck at some point. So, when Chuck owned the shop, it would have been called "Chuck's Feeduck and Seeduck".