Kellogg's job is to sell food. Random House's job is to sell books. Nothing more, nothing less.
So it's hard to get mad with either company for their "Feeding Reading" initiative which provides parents with permission or excuse to buy their children such health foods as:
- Frosted Flakes
- Pop-Tarts
- Eggos
- Nutrigrain Bars
- Froot Loops
- Rice Krispie Treats
- Apple Jacks
- Frosted Mini-Wheats (note, unfrosted mini-wheats are not eligible)
- Corn Pops
- Raisin Bran
- Krave
- Keebler cookies
- Cheez-its
- Austin crackers
- Pringles
Again, no reason to expect either Random House or Kellogg's to be doing the right thing by kids, but in my opinion, their clear partnership in doing the wrong thing here certainly doesn't reflect well on either of them.