Tags at Sprouts, stolen CA water, Kellogg's hits (and misses)
plus, front of label must-haves, and David Friedberg on The Modern Acre
3-min read
How Kellogg’s pulled off the genius Special K collab with Molly Baz but bombed in launching new Eat Your Mouth Off cereal goes to show ad teams and brand managers are not cut from the same cloth innovation is hard.
Two stars for Kellogg’s Eat Your Mouth Off
This is so embarrassing. Kellogg’s did everything right except make it delicious. The disruptive package design (yeah, ok it’s ugly) and on-trend ingredients in a revitalized category all point to a home run. But you can’t forget that TASTE RULES. Conversely, Magic Spoon at #14 in Cold Cereals on Amazon, leads the pack in better-for-you, kid cereal knock-offs.
Robbers steal water and most of them don’t get caught!
By the time this former water official pled guilty, $25m worth of California water had been siphoned illegally. And everyone’s pretty sure it wasn’t just him.
It’s a dirty business out here. If your college graduate doesn’t know what to do with their life, tell them to become a water attorney.
Cover cropping not yet seen as a practice toward groundwater recharge
The Sustainable Groundwater Management Act (SGMA) calls on Groundwater Sustainability Agencies (GSAs) to bring groundwater levels back up after years of over-pumping. But cover crops, which cool soil and hold water, are controversial to the status quo, mostly because of poor understanding, says one of the authors of this new study.
Control of water is what made California what it is
For an excellent read on the empires of agriculture that control so much of the water, I recommend The Dreamt Land by Mark Arax.
Sprouts is obsessed with tags
Tags at Sprouts are now table stakes. If you are not on sale and everyone else is, your performance will suffer.
Good job Heyday Canning Co.
Sprouts was supposed to be the EDLP (Every Day Low Price) of the natural world, but alas you must promote. Every other month is now dedicated to Sprouts private label end caps, so it’ll be competitive to get an off shelf display.
What’s obvious to you still needs to go on the label
Speaking of Heyday, “just heat & serve” was recently added to their PDP (Primary Display Panel) because they learned people didn’t know how to prepare the beans.
Is taking control of your health making you annoying?
If you are talking about your Oura ring or the adaptogenic beverage you’ve started “taking” the answer is yes. I don’t have an Oura ring but I did just put this in the mail:
And shout out to my friends Tim and Tyler at The Modern Acre for landing this interview last week with David Friedberg, the most prominent ag tech investor and entrepreneur of our time.
All my best,
Jennifer