R.J. Meyers Company v. Reinke Manufacturing Company, Inc., and Hook's Point Irrigation , 885 N.W.2d 429 ( 2016 )


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  •                     IN THE COURT OF APPEALS OF IOWA
    No. 15-0311
    Filed April 6, 2016
    R.J. MEYERS COMPANY,
    Plaintiff-Appellant,
    vs.
    REINKE MANUFACTURING
    COMPANY, INC., and HOOK’S
    POINT IRRIGATION,
    Defendants-Appellees.
    ________________________________________________________________
    Appeal from the Iowa District Court for Benton County, Christopher L.
    Bruns, Judge.
    The plaintiff appeals from the adverse grant of summary judgment in this
    action for breach of warranty. AFFIRMED.
    David J. Dutton and Erich D. Priebe of Dutton, Braun, Staack & Hellman,
    P.L.C., Waterloo, for appellant.
    David L. Riley of McCoy, Riley & Shea, P.L.C., Waterloo, for appellee
    Hook’s Point Irrigation.
    Todd W. Weidemann and Ryan A. Kehm of Woods & Aitken, L.L.P.,
    Omaha, Nebraska, for appellee Reinke Manufacturing Company.
    Heard by Danilson, C.J., and Mullins and McDonald, JJ.
    2
    MCDONALD, Judge.
    This case comes before the court on appeal following the grant of
    summary judgment in favor of defendants Reinke Manufacturing Company, Inc.,
    and Hook’s Point Irrigation and adverse to plaintiff R.J. Meyers Company. The
    legal dispute arises out of an allegedly defective irrigation system Hook’s Point
    sold to Meyers.
    I.
    Jim Meyers, age sixty five, is the sole proprietor of R.J. Meyers Company.
    Meyers is in the sodding and turf business. Meyers started the company in 2010,
    but he has more than four decades of experience in the industry. Reinke is a
    manufacturer of irrigation systems. Hook’s Point is in the business of selling and
    servicing irrigation systems, and it is a non-exclusive dealer of Reinke products.
    In January 2011, Meyers had coffee with Mark Stumpenhorst to discuss
    his need for an irrigation system. Stumpenhorst was a representative of Hook’s
    Point.
    In July of 2011, Hook’s Point sent an irrigation system proposal to Meyers.
    The proposal contained an acknowledgment that “Purchase of the system
    described above will be subject to the Terms and Conditions of the Irrigation
    System Purchase Agreement between the Dealer and the Customer, including
    but not limited to the Reinke Irrigation Systems Warranty.”
    In August or September of 2011, Meyers purchased an irrigation system
    from Hook’s Point for Meyers’ 154-acre sod farm. The purchase agreement was
    solely between Meyers and Hook’s Point. Reinke was the manufacturer of the
    irrigation system sold by Hook’s Point to Meyers. Meyers admitted he signed the
    3
    purchase agreement, but the parties were not able to find the signed copy during
    discovery in this matter. An unsigned copy of the purchase agreement was sent
    to Meyers via email in September 2011.         There is no genuine dispute the
    unsigned purchase agreement attached to the September email is an accurate
    copy of the parties’ purchase agreement. The purchase agreement contained an
    acknowledgment the “dealer has provided me with a copy of the Reinke irrigation
    Systems Warranty.”     The form also provided, “I acknowledge receipt of the
    Warranty and have read the terms contained in the Warranty.”
    The purchase agreement included a copy of Reinke’s Certificate of
    Warranty and the full warranty.      Meyers signed a warranty certification on
    October 9, 2011, stating the dealer explained the warranty to him.              The
    Certificate of Warranty provided the unaltered irrigation system “will be free from
    defects in materials and workmanship” and identified several particulars. The
    Certificate of Warranty provided any defective components “within the coverage
    of this Limited Warranty,” “shall be repaired or replaced, at Reinke’s sole option.”
    The terms and conditions of the warranty provided:
    REINKE IS NOT LIABLE FOR ANY REPRESENTATIONS MADE
    BY ANY DEALER THAT EXCEED THE TERMS OF THIS
    WRITTEN LIMITED WARRANTY. Neither Reinke nor the Dealer
    shall be liable for actual or consequential damages due to any
    delays or defaults in making delivery occasioned by any cause.
    Delivery of the components of the Irrigation System by an
    approximate date is subject to the availability of such components.
    It is understood that any date specified is an estimated and
    projected delivery date between the Dealer and Purchaser. THE
    IRRIGATION SYSTEM COVERED BY THIS WARRANTY IS
    SOLD SUBJECT TO THE MANUFACTURER'S WARRANTY
    ONLY. THE IRRIGATION SYSTEM MANUFACTURED BY
    REINKE SHALL BE SUBJECT TO THE LIMITED WARRANTY
    SET FORTH HEREIN, WHICH THE DEALER ADOPTS AND
    EXTENDS TO THE PURCHASER. . . . .
    4
    D. LIMITATIONS OF LIABILITY
    REINKE AND PURCHASER AGREE THAT, IN CONSIDERATION
    OF THE LIMITED WARRANTY EXPRESSED HEREIN, ALL
    OTHER WARRANTIES OTHER THAN TITLE, EITHER EXPRESS
    OR IMPLIED, WHETHER ARISING UNDER LAW OR IN EQUITY,
    INCLUDING WITHOUT LIMITATION, THE WARRANTIES OF
    MERCHANTABILITY OR FITNESS FOR A PARTICULAR
    PURPOSE, ARE EXCLUDED. . . . .
    REINKE AND PURCHASER AGREE THAT THE PURCHASER’S
    SOLE AND EXCLUSIVE REMEDY FOR ANY DEFECTS IN THE
    IRRIGATION SYSTEM DELIVERED HEREUNDER SHALL BE
    LIMITED TO THE REPAIR AND REPLACEMENT (IN REINKE’S
    SOLE DISCRETION) OF DEFECTIVE PARTS AS SPECIFIED IN
    THIS LIMITED WARRANTY. THIS LIMITED WARRANTY SHALL
    NOT APPLY WITH RESPECT TO ANY CLAIMED DEFECT IN
    THE IRRIGATION SYSTEM WHICH IN REINKE’S JUDGMENT
    HAS ARISEN FROM REPAIR NOT AUTHORIZED OR
    PERFORMED BY REINKE OR THE DEALER, FROM
    ALTERATIONS OR MODIFICATIONS IN THE IRRIGATION
    SYSTEM, OR FROM PURCHASER’S MISUSE, NELIGENCE OR
    ACCIDENT.
    NOTWITHSTANDING ANY OTHER PROVISIONS OF THIS
    LIMITED WARRANTY, IN NO EVENT SHALL REINKE OR ITS
    DEALERS BE LIABLE, WHETHER ARISING UNDER
    CONTRACT, TORT (INCLUDING NEGLIGENCE), STRICT
    LIABILITY OR OTHERWISE, FOR LOSS OF USE OF THE
    IRRIGATION SYSTEM; ANTICIPATED BUSINESS OR PROFITS
    (INCLUDING ANTICIPATED LEASE PAYMENTS); CROP
    DAMAGES; TRANSPORTATION, TOWING OR RELATED
    EXPENSES DUE TO REPAIRS, NON-OPERATION, REDUCED
    OPERATION OR INCREASED EXPENSE OF OPERATION;
    COST OF PURCHASED OR LEASED REPLACEMENT
    EQUIPMENT; COSTS DUE TO DELAYS OR DEFAULTS IN
    MAKING DELIVERY OR INSTALLATION OF THE IRRIGATION
    SYSTEM, REPLACEMENT EQUIPMENT OR ANY COMPONENT
    THEREOF; COST OF MONEY; LOSS OF USE OF CAPITAL OR
    REVENUE; LOSS OF PURCHASER'S TIME; OR FOR ANY
    CONSEQUENTIAL, INDIRECT, SPECIAL, PUNITIVE OR
    INCIDENTAL LOSS OR DAMAGE OF ANY NATURE ARISING
    AT ANY TIME OR FROM ANY CAUSE WHATSOEVER ARISING
    OUT OF OR IN CONNECTION WITH THE IRRIGATION SYSTEM
    OR THE USE THEREOF OR ARISING OUT OF A BREACH OF
    THE PURCHASE CONTRACT OR ANY WARRANTIES ARISING
    5
    THEREFROM OR FOR SPECIAL OR GENERAL DAMAGES
    ARISING FROM ANY ACTS OF NEGLIGENCE OF REINKE OR
    DEALER, WHETHER SUCH CLAIMS ARE MADE BY
    PURCHASER OR ANY SUBSEQUENT OWNER, PURCHASER,
    LESSOR OR LESSEE OF THE IRRIGATION SYSTEM, OR ANY
    RELATED     SUCCESSOR   IN    INTEREST   THERETO.
    MANUFACTURER DISCLAIMS ALL LIABILITY FOR ANY
    MODIFICATIONS MADE TO THE IRRIGATION SYSTEM FROM
    THE TIME IT LEAVES MANUFACTURER'S CUSTODY. NO
    CLAIM BY PURCHASER OF ANY KIND SHALL BE GREATER IN
    AMOUNT THAN THE NET PURCHASE PRICE OF THE
    IRRIGATION SYSTEM.
    Hook’s Point started installation of the Reinke-manufactured irrigation
    system in September 2011. Hook’s Point completed installation of the irrigation
    system on October 21. Meyers alleges the system “has never suitably performed
    for Meyers’ sod farm.”      Meyers claims the irrigation system has suffered
    numerous, system-wide problems.        Some of the identified problems include
    leaks, automatic shutdown due to malfunction, operation at pressure levels that
    exceed the system’s limits, uneven watering resulting in crop loss, excessive
    rutting, the failure to start, and uncontrolled automated spraying. Meyers’ expert,
    Jerry Hall, opined the irrigation system was inappropriately designed for the sod
    farm and was defective. The defendants claim Meyers modified the irrigation
    system and caused many of the problems.          Without regard to who or what
    caused problems with the irrigation system, it is not disputed that Hook’s Point
    responded to numerous service calls regarding problems with the irrigation
    system from the time of installation going forward. Stumpenhorst stated, “I have
    never made this many service calls to one person in this amount of time.” The
    first day of operation of the irrigation system was on October 21, 2011. There
    6
    were fifty-five service calls, phone calls, or parts requests from October 22, 2011
    to September 9, 2013.
    Dissatisfied with the irrigation system, Meyers filed this suit against Hook’s
    Point and Reinke in September 2013. In his petition, Meyers asserted claims for
    “breach of the implied warranty of fitness” and “breach of the purchase contract.”
    Meyers identified the purchase date as “August of 2011.”           Meyers sought
    damages for crop loss, damage to the sod farm, emotional distress for not being
    able to rely on an adequate and constant flow of water in the irrigation system,
    and other damages. The defendants moved for summary judgment, and Meyers
    sought leave to file an amended petition.      In the amended petition, Meyers
    asserted claims for breach of contract, breach of the implied warranty of fitness
    for a particular purpose, and breach of the implied warranty of merchantability.
    Subsequently, the defendants filed additional summary judgment papers
    addressing the impact of the proposed amended petition.
    The district court granted the motion to file the amended petition and then
    ruled on the defendants’ motions for summary judgment.           The district court
    concluded the parties entered into a purchase agreement in August of 2011, the
    terms of the purchase agreement were set forth in the unsigned purchase
    agreement attached to the September 2011 email, and the terms of the purchase
    agreement included Reinke’s manufacturer’s warranty, warranty disclaimers, and
    limitations of remedies. The district court also concluded there was no disputed
    issue of fact that Meyers was provided with the warranty information and had an
    opportunity to review the same prior to entering into the purchase agreement.
    With respect to the breach of contract claim against Reinke, the district court
    7
    concluded the claim failed as a matter of law because there was no privity of
    contract between Reinke and Meyers. With respect to Meyers’ claims for breach
    of the implied warranties of fitness for a particular purpose and merchantability,
    the district court held the disclaimers of the implied warranties were conspicuous,
    Meyers was provided with the disclaimers and had the opportunity to read them,
    and the disclaimers were thus effective and enforceable.        See Iowa Code §
    554.1201(2)(j) (2013) (defining conspicuous); Iowa Code § 554.2316 (providing
    for disclaimers of warranties).    The district court thus granted Reinke’s and
    Hook’s Point’s motions for summary judgment on these claims. The district court
    denied Reinke’s motion for summary judgment with respect to Meyers’ claim for
    breach of the express warranty, concluding there was a triable issue of fact on
    whether Reinke honored the express warranty. The district court granted Hook’s
    Point’s motion for summary judgment on the express warranty claim, holding the
    claim lied solely against Reinke and not Hook’s Point.
    Meyers filed a motion to reconsider, amend, or enlarge following the
    district court’s ruling on summary judgment.     In his motion, Meyers argued he
    did not have the opportunity to respond to the defendants’ additional summary
    judgment filings. The district court denied the motion. In the ruling on the motion
    to reconsider, the district court concluded it should have denied Meyers’ motion
    for leave to amend as futile. The district court amended its prior ruling and
    denied the plaintiff’s motion for leave to amend.         The district court next
    addressed the merits of the motion, noting plaintiff’s counsel conceded during
    hearing on the motion “that if the court finds the warranty limitation and exclusion
    provisions on which the summary judgment motions are based were part of the
    8
    parties’ contract, then the only claims Plaintiff has that might survive are claims
    for breach of the express written warranty.” The district court concluded there
    was no genuine issue of fact on whether the warranty disclaimers and limitations
    of remedies were part of the parties’ contract, and denied the motion. The district
    court reaffirmed “the only claim that has survived the summary judgment motions
    in this case is whatever claim plaintiff has for breach of Reinke’s express written
    warranty.”
    After the district court denied the plaintiff’s motion to reconsider, amend, or
    enlarge, the plaintiff sought permission to voluntarily dismiss his remaining claim
    for breach of the express warranty. The district court granted the motion and
    dismissed the claim. Meyers timely filed this appeal.1
    II.
    “This court reviews a district court decision to grant or deny a motion for
    summary judgment for correction of errors at law.” Griffin Pipe Prods. Co.. v. Bd.
    of Review, 
    789 N.W.2d 769
    , 772 (Iowa 2010).                  “Summary judgment is
    appropriate where there is no genuine issue of material fact and the moving party
    is entitled to a judgment as a matter of law.” 
    Id. The party
    resisting the motion
    “cannot rely on the mere assertions in his pleadings but must come forward with
    evidence to demonstrate that a genuine issue of fact is presented.” Stevens v.
    1
    Hook’s Point contends the voluntary dismissal of the express warranty claim divests
    this court of appellate jurisdiction because there is no pending litigation. The claim is
    without merit and need not be addressed any further. See Estate of Countryman v.
    Farmers Coop. Ass’n, 
    679 N.W.2d 598
    , 601-02 (Iowa 2004) (concluding there was
    pragmatic finality and the court had jurisdiction over appeal where several claims were
    resolved on summary judgment and others subsequently voluntarily dismissed following
    settlement).
    9
    Iowa Newspapers, Inc., 
    728 N.W.2d 823
    , 827 (Iowa 2007). “The court reviews
    the evidence in the light most favorable to the nonmoving party.” Griffin Pipe
    Prods. 
    Co., 789 N.W.2d at 772
    . The court indulges in every legitimate inference
    the evidence will bear in an effort to ascertain the existence of a genuine issue of
    material fact. See Crippen v. City of Cedar Rapids, 
    618 N.W.2d 562
    , 565 (Iowa
    2000).     “A fact is material if it will affect the outcome of the suit, given the
    applicable law.” Parish v. Jumpking, Inc., 
    719 N.W.2d 540
    , 543 (Iowa 2006). An
    issue of fact is “genuine” if the evidence would allow a reasonable jury to return a
    verdict for the nonmoving party. See Fees v. Mut. Fire & Auto. Ins. Co., 
    490 N.W.2d 55
    , 57 (Iowa 1992).
    If the summary judgment record shows that the “resisting party has no
    evidence to factually support an outcome determinative element of that party's
    claim, the moving party will prevail on summary judgment.” Wilson v. Darr, 
    553 N.W.2d 579
    , 582 (Iowa 1996); see also Iowa R. Civ. P. 1.981(3). In addition,
    summary judgment is correctly granted where the only issue to be decided is
    what legal consequences follow from otherwise undisputed facts. See Emmet
    Cnty. State Bank v. Reutter, 
    439 N.W.2d 651
    , 653 (Iowa 1989).
    III.
    A.
    Meyers first argues there is a disputed issue of fact regarding the terms of
    the purchase agreement. Specifically, Meyers argues the parties entered into an
    oral purchase agreement in January 2011 and the oral agreement did not contain
    any warranty, warranty disclaimers, or limitations of remedies.         Meyers also
    argues, in the alternative, the scope of the warranty, warranty disclaimers, or
    10
    limitations of remedies arising out of the purported January 2011 oral agreement
    are ambiguous.    Meyers further argues that the written purchase agreement
    entered into in August or September of 2011 was merely an attempt to modify
    the prior oral agreement. The arguments are without merit.
    An issue of fact is “genuine” if the evidence would allow a reasonable jury
    to return a verdict for the nonmoving party. See 
    Fees, 490 N.W.2d at 57
    . There
    is no evidence in this summary judgment record supporting Meyers’ argument.
    Meyers had an initial meeting with Hook’s Point in January 2011 to discuss
    Meyers’ need for an irrigation system. Following that discussion, Hook’s Point
    sent to Meyers a proposal in July of 2011. The design and pricing were finalized
    subsequent to the proposal, and Hook’s Point and Meyers entered into the
    purchase agreement in August or September of 2011. In his pleadings, Meyers
    admitted this to be true. In his petition and amended petition, Meyers averred the
    parties entered into the purchase agreement in August 2011. The defendants
    each admitted this to be correct. Meyers also admitted in his deposition that he
    had been provided with the warranty information prior to entering into the
    purchase agreement. Meyers’ contention there was some other oral agreement
    not containing the warranty, warranty disclaimers, and limitations on remedies is
    delusory and unsupported by evidence. See Phillips v. Covenant Clinic, 
    625 N.W.2d 714
    , 718 (Iowa 2001) (stating an inference is not legitimate if it is based
    on speculation or conjecture unsupported by evidence).          Further, Meyers’
    contention he also had some undisclosed contract with Reinke is equally
    delusory and unsupported by evidence.         Meyers never met with or had
    11
    communication with Reinke prior to entering into the purchase agreement with
    Hook’s Point.
    B.
    Meyers argues there is a triable issue of fact as to whether Meyers
    received the warranty, warranty disclaimers, and limitations on remedies prior to
    entering into the purchase agreement.
    As with Meyers’ prior argument, we conclude there is no “genuine” issue
    of fact. See 
    Fees, 490 N.W.2d at 57
    . The summary judgment record allows only
    one reasonable inference:      Meyers was aware of the warranty, warranty
    disclaimers, and limitations on remedies. The irrigation system proposal sent to
    Meyers in July 2011 contained the following language: “Purchase of the system
    described above will be subject to the Terms and Conditions of the Irrigation
    System Purchase Agreement between the Dealer and the Customer, including
    but not limited to the Reinke Irrigation Systems Warranty.”        The purchase
    agreement included Reinke’s Certificate of Warranty and all warranty information.
    Meyers admitted he received the warranty information prior to purchase of the
    irrigation system and was provided an opportunity to read it:
    Q. Were you provided a copy of the warranty before you
    purchased the machine? A. Somewhere in the exchange of
    information I’m sure I received – must have received a copy, yes. I
    would think so.
    Q. Did you understand what that warranty covered? Or you
    didn’t read it at all, just thought it was a warranty? A. I assumed it
    was as most warranties are, that the product would be – that I
    would be taken care of.
    Q. Okay. Did you understand that the warranty covered
    replacement of defective parts of the irrigation system? A. I
    assume that. I – I’ve read your warranty.
    Q. Okay. A. But I don’t recall exactly what’s in it. It’s been
    several years now since I’ve read it.
    12
    Q. Okay. But you were provided it, and you had an
    opportunity to read it? A. Yes.
    Meyers’ admission is supported by the available documentation. On October 9,
    2011, Meyers signed the customer certification, stating “I certify that I have read
    the owner’s/operator’s manual and that my dealer has explained the operation,
    safety features and warranty of the system to me.”
    No reasonable jury could conclude Meyers did not receive the warranty
    information and have the opportunity to read the same prior to entering into the
    purchase agreement. See, e.g., All-Iowa Contracting Co. v. Linear Dynamics,
    Inc., 
    296 F. Supp. 2d 969
    , 979 (N.D. Iowa 2003) (holding warranty disclaimer
    was enforceable where received after purchase but price quotation provided prior
    to purchase provided notice of the warranty).
    C.
    Meyers next contends the district court erred in granting summary
    judgment on the warranty claims because “the limited ‘repair or replace’ remedy
    in Reinke’s Warranty ‘failed of its essential purpose.’” Meyers argues the limited
    remedy failed because Hook’s Point repeatedly and unsuccessfully serviced the
    irrigation system. Meyers’ claim fails because he fails to correctly identify the
    claims at issue in this appeal, fails to distinguish between express and implied
    warranties, and fails to distinguish between limitations on remedies and
    disclaimers of warranties.
    Reinke provided an express warranty. With respect to the sale of goods,
    an express warranty is created by:
    a. Any affirmation of fact or promise made by the seller to the buyer
    which relates to the goods and becomes part of the basis of the
    13
    bargain creates an express warranty that the goods shall conform
    to the affirmation or promise.
    b. Any description of the goods which is made part of the basis of
    the bargain creates an express warranty that the goods shall
    conform to the description.
    c. Any sample or model which is made part of the basis of the
    bargain creates an express warranty that the whole of the goods
    shall conform to the sample or model.
    Iowa Code § 554.2313(1).
    Reinke limited the remedy for breach of the express warranty to repair and
    replacement of the goods sold. The Iowa Code allows this limited remedy under
    certain circumstances. See Iowa Code § 554.2719(1)(a). However, “[w]here
    circumstances cause an exclusive or limited remedy to fail of its essential
    purpose, remedy may be had as provided in this chapter.”               Iowa Code
    § 554.2719(2). “A remedy’s essential purpose ‘is to give to a buyer what the
    seller promised him.’” Midwest Hatchery & Poultry Farms, Inc. v. Doorenbos
    Poultry, Inc., 
    783 N.W.2d 56
    , 62 (Iowa Ct. App. 2010) (citation omitted). “Where
    repair or replacement can give the buyer what is bargained for, a limitation of
    remedies does not fail of its essential purpose.” 
    Id. at 63.
    Conversely, “[w]here
    the seller is given a reasonable chance to correct defects and the equipment still
    fails to function properly, the limited remedy of repair or replacement of defective
    parts fails of its essential purpose.” John Deere Co. v. Hand, 
    319 N.W.2d 434
    ,
    437 (Neb. 1982). In other words, where the limited remedy fails, then the buyer
    may avail itself of other remedies set forth in the UCC, including damages.
    The claim at issue in this appeal is not the express warranty. As set forth
    above, the district court held the express warranty claim against Hook’s Point
    failed as a matter of law because the express warranty was inapplicable to
    14
    Hook’s Point. Meyers does not argue the district court’s ruling was erroneous,
    and the issue is not properly before us. Also, as set forth above, the district court
    denied Reinke’s motion for summary judgment with respect to Meyers’ claim for
    breach of express warranty, concluding the matter must proceed to trial.
    However, Meyers voluntarily dismissed his express warranty claim against
    Reinke and that claim is not properly before us. The only claims presented in
    this appeal are the implied warranty claims.
    The UCC allows for the disclaimer of the implied warranties of
    merchantability and fitness so long as the disclaimers are in writing and
    conspicuous. See Iowa Code § 554.2316(2). A term or clause is conspicuous
    when it is so written “that a reasonable person against which it is to operate
    ought to have noticed it.” Iowa Code § 554.1201(2)(j). Language is considered
    conspicuous if it is in larger type, in a different color, in bold letters, or in capital
    letters.   See Sharp v. Tamko Roofing Prods., Inc., No. 02-0728, 
    2004 WL 2579638
    , at *4 (Iowa Ct. App. Nov. 15, 2004). Whether a clause is conspicuous
    is a question of law for the court to decide.           See 
    id. “If a
    disclaimer is
    conspicuous, it is effective so long as the buyer receives the disclaimer and has
    a reasonable opportunity to read it.” Bruce v. ICI Ams., Inc., 
    933 F. Supp. 781
    ,
    791 (S.D. Iowa 1996).
    Here, the disclaimers of the implied warranties were capitalized in bold
    print and clearly distinct from the surrounding text.          The disclaimers were
    conspicuous. Meyers admitted he was provided with the warranty disclaimers
    and had the opportunity to read them prior to the contract. Like the district court,
    we conclude the disclaimers were thus effective and bar any action for implied
    15
    warranties. See, e.g., 
    Bruce, 933 F. Supp. at 791
    (“However, even if Plaintiffs
    did not actually read the disclaimer, they are still bound by its terms. If a
    disclaimer is conspicuous, it is effective so long as the buyer receives the
    disclaimer and has a reasonable opportunity to read it.”).
    The disclaimer of the implied warranties is not overcome by showing the
    limited remedy for a breach of the express warranty failed of its essential
    purpose. The concepts are separate and distinct. As one court explained:
    In advancing its initial legal premise—that is, that Alstom's
    disclaimer of the implied warranties is invalidated by an
    ineffectiveness of the express warranties, IDI's “apparent
    impression of the law is that when a limited remedy fails of its
    essential purpose the disclaimed warranties are revived.” Ritchie
    Enters. v. Honeywell Bull, Inc., 
    730 F. Supp. 1041
    , 1047 (D. Kan.
    1990). This perspective confuses the distinction made in the UCC
    between disclaimers of warranties and limitations of remedies. . . .
    “[T]hese two devices in theory constitute two separate mechanisms
    for eliminating responsibility for produce quality.” Hahn v. Ford
    Motor Co., 
    434 N.E.2d 943
    , 952-53 (Ind. Ct. App. 1982). “A
    disclaimer or modification of warranty eliminates the quality
    commitment. It limits the circumstances in which the seller or
    manufacturer may be deemed to be in breach of warranty.” 
    Id. “A limitation
    of remedy, on the other hand, acknowledges the quality
    commitment but restricts the remedy available once a breach has
    been established.” Id.; see also F.C. Finance Corp. v. Murphies,
    
    632 F.2d 413
    , 420 (5th Cir. 1980) (“Warranty disclaimer is a
    defense to the existence of a cause of action, while the
    consequential damage limitation merely restricts remedies once the
    breach has been established.”).
    Iron Dynamics v. Alstom Power, Inc., No. 1:06-CV-357, 
    2007 WL 3046430
    , at *4
    (N.D. Ind. Oct. 15, 2007) (footnote and citations omitted).
    The same problem recognized in the Iron Dynamics case—the failure to
    distinguish between promises and remedies—is present here. If the repair and
    replace remedy for breach of the express warranty failed of its essential purpose,
    then the code would allow Meyers to seek other remedies for breach of the
    16
    express warranty. However, the failure of the repair and replace remedy for
    breach of the express warranty does not revive otherwise disclaimed implied
    warranties. See, e.g., Patterson Oil Co., Inc v. Verifone, Inc., No. 2:15-CV-4089,
    
    2015 WL 6149594
    , at *6 (W.D. Mo. Oct. 19, 2015) (“Although Missouri courts
    have not interpreted this clause, other jurisdictions have read its language to
    distinguish between a remedy limitation, which can fail of its essential purpose,
    and a valid warranty disclaimer, which cannot.”); Yorktown Urology, P.C. v.
    Neuisys, LLC, No. 1:CV-10-0644, 
    2010 WL 4054178
    , at *1-2 (M.D. Pa. Oct. 14,
    2010) (holding failure of limited remedy does not revive disclaimed implied
    warranties but only allows for additional remedies on the claim for breach of the
    express warranty); Precision Aggregate Prods., L.L.C. v. CMI Terex Corp., No.
    CIV-06-1146-L, 
    2007 WL 3232187
    , at *5 (W.D. Okla. Oct. 31, 2007) (“The
    implied warranties of merchantability and fitness for a particular purpose are
    warranties-that is, promises-not remedies under the Code. The implied
    warranties were properly disclaimed under the Code and cannot be revived
    based on the alleged failure of the limited remedy.”); Ritchie Enters. v. Honeywell
    Bull, Inc., 
    730 F. Supp. 1041
    , 1047-48 (D. Kan. 1990) (“Despite any argument
    that the limited remedy failed of its essential purpose, plaintiff is bound by the
    written exclusion of the express and implied warranties, and its only warranty
    claim is based on the express warranty in the Basic Agreement against defects in
    material and workmanship.”).
    D.
    Meyers argues the warranty disclaimers are substantially and procedurally
    unconscionable. “A contract is unconscionable where no person in his or her
    17
    right senses would make it on the one hand, and no honest and fair person
    would accept it on the other hand.” Bartlett Grain Co. v. Sheeder, 
    829 N.W.2d 18
    , 27 (Iowa 2013) (quoting C & J Vantage Leasing Co. v. Wolfe, 
    795 N.W.2d 65
    ,
    80 (Iowa 2011)). The doctrine of unconscionability encompasses substantive
    unconscionability        and   procedural         unconscionability.         Substantive
    unconscionability “includes ‘harsh, oppressive, and one-sided terms.’”               
    Id. (citation omitted).
    While, procedural unconscionability “includes the existence of
    factors such as ‘sharp practices[,] the use of fine print and convoluted language,
    as well as a lack of understanding and inequality of bargaining power.’”             
    Id. (alterations in
    original) (quoting In re Marriage of Shanks, 
    758 N.W.2d 506
    , 515
    (Iowa 2008)).
    The unconscionability of a contract or clause is “determined at the time it
    was made.” 
    Id. (citing Iowa
    Code § 554.2302(1); C & J Vantage Leasing 
    Co., 795 N.W.2d at 81
    .). “In determining whether a contract is unconscionable, we
    examine factors of ‘assent, unfair surprise, notice, disparity of bargaining power,
    and substantive unfairness.’” 
    Id. (citation omitted).
    Under Iowa Code section
    554.2302(1),
    [i]f the court as a matter of law finds the contract or any clause of
    the contract to have been unconscionable at the time it was made
    the court may refuse to enforce the contract, or it may enforce the
    remainder of the contract without the unconscionable clause, or it
    may so limit the application of any unconscionable clause as to
    avoid any unconscionable result.
    The doctrine of unconscionability, however, does not rescue people from bad
    bargains.    Bartlett Grain 
    Co., 829 N.W.2d at 27
    .          See, e.g., C & J Vantage
    Leasing     
    Co., 795 N.W.2d at 81
       (holding    there   was   no    procedural
    18
    unconscionability or substantive unconscionability when an intelligent business
    entity had an opportunity to read the agreement, no unequal bargaining power
    existed, and contract was not overly oppressive).
    Here, the disclaimers in the warranty are not substantively or procedurally
    unconscionable. Jim Meyers is an experienced businessman with more than
    four decades of experience in the industry. There is no evidence of inequality of
    bargaining power. The disclaimers do not supply harsh, oppressive, or one-
    sided terms. Further, the disclaimers are written in bold capital letters. There is
    no fine print or convoluted language.         Meyers acknowledged receipt of the
    warranties and the opportunity to read them. Therefore, the disclaimers of the
    warranty are not substantially or procedurally unconscionable.          See, e.g.,
    Brunsman v. DeKalb Swine Breeders, Inc., 
    952 F. Supp. 628
    , 634 (N.D. Iowa
    1996) (holding warranty limitations were not unconscionable where there was no
    showing of pressure to sign contract or evidence of unfair bargaining); 
    Bruce, 933 F. Supp. at 792
    (holding limitation not unconscionable where the parties
    were experienced and sophisticated in the industry).
    IV.
    For the foregoing reasons, we affirm the judgment of the district court.
    AFFIRMED.