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Jim Hightower: Why You Should Have Beer For Breakfast


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Let’s speak about two daily essentials: Breakfast, and of course, beer.

Mass marketers of breakfast cereals have been in a downward sales turn for about a decade, so they’re getting back to their roots (sort of). Few folks know that some of the oldest and biggest brands of today’s artificially flavored, neon-colored, empty-calorie cereals started out as health foods, mostly springing from eremite or ideal movements.

For instance, Ralston Purina’s Wheat Chex cereal was first finished in 1937 under the name of Shredded Ralston, specifically formulated for supporters of Ralstonism. What was that? A strict, bizarre, extremist cult with a wicked mission: To make America a republic of Caucasian purity. Webster Edgerly, the unhinged founder of Ralstonism, due an fit means for achieving his pure-white dream world: Castrate all males of “impure” lineages at birth.

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The big manufacturers currently aren’t going full-tilt Ralstonist to retrieve marketplace share, but they are going back to pitching their products as health food, anticipating to woo millennials who wish cereals with some-more protein, fiber, and healthy mixture and nothing of the synthetic additives the attention has been transfer into its Choka-Mocha-Salted-Sugar Bombs. Some brands are seeking Good-For-Ya credit by shopping out organic brands such as Kashi (consumed by Kellogg’s) and Annie’s Homegrown (swallowed by General Mills). But the unconditional change of this $10-billion marketplace to healthier alternatives is, in fact, an enormous, grassroots victory, driven by the organic movement, groups like Center for Science in the Public Interest, Good Food entrepreneurs, intrepid nutritionists and generally by large moms, dads and kids who simply refused to swallow the industry’s crap.

Now that breakfast is out of the way… beer! Last year, Anheuser-Busch InBev mounted a multimillion-dollar manoeuvre on America. Not on the country, but on its name. For 6 months, the drink behemoth expropriated the nation’s name for a run-down promotion campaign, rebranding its Budweiser product “America.” But the PR ploy backfired when a flurry of severe media stories forked out that Bud is owned by a Brazilian consortium formed in Belgium.

Undeterred by facts, BigBud—still claiming to be red-white-and-blue-blooded American—announced that it has invested beaucoup bucks here to urge its drink quality. Mostly, though, that encouragement has come from shopping out 10 internal qualification breweries, such as Goose Island in Chicago, Karbach in Houston and Wicked Weed in Asheville. AB InBev grabbed these top-quality, eccentric brew-makers since they represent the genuine drink of today’s America, fast holding business divided from the hulk purveyor of tasteless suds.

Indeed, sales total tell the story of Bud’s drink bust: Last year the company sole 14.4 million barrels of Budweiser in the U.S., reduction than a third of its volume in 1988′s peak-suds year. Meanwhile, qualification breweries are gaining marketplace share—production of good drink was up 12 percent last year to 24.6 million barrels.

So, what better way to acquire the new year than with a breakfast of healthy cereal, a pint of a good qualification brewski, and with the believe that good things keep happening in the food world.

 



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