True story – during the early Covid panic the grocery store shelves got wiped. I was among the herd of hoarders. In one store I came around the corner and the only thing left was a bag of kale chips. Even faced with starvation nobody would buy it!
That’s because kale, in any form, is nasty. Slow-cooked in butter for hours it still tastes like slimy green leather.
But for a brief period it was a SUPERFOOD. It was talked about, it was going to save the world.
This did not happen by accident. Some genius figured out how to associate a number of values to an undersold vegetable that people wanted.
He, she or they made kale into something it is not. They associated it with advantage, superiority, insider knowledge and greed (for health). All they did was reposition it to align with emotional triggers. Genius.