Did Rx bar sleep with Harvey Weinstein for $600 million?

On Friday, news of Harvey Weinstein’s “habits” was everywhere. There was another big news story that you may have missed. In my food centric world it was maj. Rx bar, a nutrition bar company, was bought for $600 million dollars by Kellogg’s. That’s a really big number and I tried to be excited for a company we’ve supported since its infancy. But there’s a problem.Rx bars are notable because they slap a short ingredient list on the front of the package. And they get bonus points for humor by listing “No B.S”. What you see is what you get, we’re honest and genuine.

Facebook commenters alerted me to a  letter RX bar sent to customers (but not their wholesalers). The gist was that even though they sold (out, oops)  you will never know anything was different. Kellogg's likes them just the way they are. But we do know. And I’m not sure it feels honest and genuine to be “in bed” with or married to a company built on B.S. (Pop tarts, Eggo, Froot Loops). Strangely, I couldn't cut and paste the "smart label" for Pop Tart's but here are the ingredients:

ENRICHED FLOUR

SUGAR

CORN SYRUP

SOYBEAN AND PALM OIL (WITH TBHQ FOR FRESHNESS)

HIGH FRUCTOSE CORN SYRUP

DEXTROSE

FRUCTOSE

SWEETENED CONDENSED MILK

MODIFIED CORN STARCH

SALT

BROWN SUGAR SYRUP

LEAVENING 

MONO AND DIGLYCERIDES

SODIUM STEAROYL LACTYLATE

GELATIN

DATEM

SOY LECITHIN

YELLOW 6 LAKE

BLUE 2 LAKE

NATURAL AND ARTIFICIAL FLAVORS

YELLOW 5 LAKE

RED 40 LAKE

COLOR ADDED

NIACINAMIDE

REDUCED IRON

VITAMIN A PLAMITATE

VITAMIN B6

VITAMIN B2

Some of my colleagues support this union. After all, this will give RX bars reach and exposure. Just tell me how this is different from an actress saying, OK I’ll jump in the sack (I think he prefers showers, ick) with Harvey because it’s good for my career, for my brand. No, everyone thinks that’s wrong. Sure, it’s a little different, using power to coerce women is different than a corporate merger but not entirely different. As a commenter said on my Instagram post "you can't shtup the devil and claim purity."

Carolyn and I have each had lucrative opportunities with brands we don’t necessarily endorse. Each time, we have lengthy discussions and, at times, try to see if we could make a positive change with our messaging. But we wholeheartedly believe in quality and, for that reason, work with a handful of smaller companies at a time. We turn the majority of tempting offers down. And, for that reason Foodtrainers isn’t worth 600 million dollars (yet). 

What do you think? Is this how natural brands boost themselves? Or, is integrity allowed?