KALE CRAZE WAS GUERILLA MARKETING
The person most associated with the kale marketing phenomenon is Oberon Sinclair of “My Young Auntie” PR firm. She publicly claimed responsibility for using guerrilla marketing, fashion connections, restaurant placements, media attention, and celebrity culture to turn kale from a salad-bar garnish on the side of your plate not to be eaten, into one of the most recognizable “superfoods” in America between 2012 and 2015.
The Bigger Story – PR Food Marketing
The kale story is one of the clearest examples of modern food marketing. A vegetable that had existed for thousands of years suddenly became a cultural icon through strategic PR, celebrity influence, restaurant promotion, social media exposure, cookbook publishing, and health-focused branding. Yet, despite claims from critics and supporters alike, the evidence does not show that kale is either a miracle food or a dangerous food. The reality lies somewhere in the middle: it is a nutrient-dense vegetable that became extraordinarily fashionable through one of the most successful food-marketing campaigns of the 2010s.
The Kale Craze was a well-publicized marketing effort that helped turn kale from a relatively overlooked vegetable into a trendy “superfood” around 2012–2015. Perhaps consume it from time to time however it can harm some guts, especially autism. Kids with brain issues cant take veggies which cause leaky gut.
The firm was My Young Auntie, a boutique PR and creative agency founded by Oberon Sinclair. She claimed she was hired by the “American Kale Association” to make kale cool around 2012–2013. Later reporting suggested that Sinclair herself may have created the American Kale Association as part of the campaign
- Beyoncé wore a KALE sweatshirt in her “7/11” video November 21, 2014
- Gwyneth Paltrow made kale chips on The Ellen Show 2011
- Dr. Mehmet Oz featured kale on his television program as a major kale promotion period 2010–2014
- Food writers and cookbook authors heavily promoted kale recipes.
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Which Magazines and Media Outlets Promoted Kale?
Kale received enormous coverage from:
- Time, which named kale one of the top food trends of 2012.
- Bon Appétit, which featured kale recipes and called attention to the trend.
- Entrepreneur. SELF. National Geographic.
- Numerous health, wellness, and food blogs
Did Farmers Start the Campaign?
This is where the story gets interesting.
Many journalists tried to locate the farmers behind the American Kale Association. Reporters contacted major kale growers, produce associations, and farm organizations. Many said they had never heard of the group. Later investigations suggested the American Kale Association may have largely been a marketing creation rather than a genuine national farming organization.
Who Else Took Credit?
Several people have argued that kale’s popularity came from a combination of:
- The farm-to-table movement. The organic food movement.
- The rise of green smoothies and juicing. Paleo and vegan diet trends.
- Social media food culture. Celebrity wellness culture.
For example, Drew Ramsey argued that kale’s popularity was a grassroots movement involving farmers, chefs, nutrition advocates, and consumers
What Happened in the 2013 Kale Marketing Campaign?
Many articles credit publicist Oberon Sinclair with helping popularize kale. Sinclair stated that she worked through a campaign connected to the “American Kale Association” and used guerrilla marketing, celebrity endorsements, restaurant placements, social media, and fashion branding to make kale trendy.
Some reports suggested the “American Kale Association” may have been largely a marketing creation rather than a major agricultural organization.
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Who Benefited?
The biggest winners included:
- Kale growers already producing large amounts of leafy greens.
- Restaurants that capitalized on the trend. Smoothie companies, kale chip makers, juice bars.
- Food manufacturers selling kale chips and supplements. Grocery chains featuring “superfoods.”
Ironically, some established kale farmers reported that increased popularity attracted so many new growers that supply eventually exceeded demand, reducing profits for longtime producers.
Where Are the Largest Kale Farms
Major U.S. kale production is concentrated in:
- California (largest producer). Texas. Georgia. South Carolina. North Carolina
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Can Kale Harm Cows and Other Animals?
In livestock, very large amounts of brassica crops (including kale, rapeseed, some cabbages) can cause problems such as:
- Bloating Digestive upset and Thyroid interference from goitrogens
- Photosensitivity in some grazing animals
- Reduced fertility when consumed excessively over long periods
Can Kale Harm Humans?
For most healthy people, kale is considered nutritious. However, excessive consumption may create issues for some individuals:
Potential concerns include:
- High vitamin K can interfere with blood-thinning medications.
- Goitrogens may affect thyroid function in susceptible individuals if consumed in very large quantities.
- Oxalates may contribute to kidney stone risk in predisposed individuals.
- Raw kale may contain pesticide residues if not washed properly.
- Some studies have found kale can accumulate heavy metals from contaminated soil.
What About Babies and Teenagers?
Dietary kale consumption potentially harms healthy babies or teenagers. Potential concerns arise from:
- Kale is sprayed with chemicals for insects and cannot replace a balanced diet.
- Infants receive excessive homemade vegetable concentrates, can contain glyphosate spray by Monsanto/Bayer.
- Children can have specific thyroid disorders.
- Large quantities of raw kale smoothies are not good to be consumed often.
WHY FARMERS SPRAY KALE
- Because kale leaves are eaten directly, insect damage can make the crop difficult to sell.
- Aphids Cabbage Worms Flea beetles
- Whiteflies Fungal diseases Mildew Weeds
Conventional Sprays Used on Kale
Some pesticides that have been used on kale and other brassica crops include:
- Pyrethroids (for insects) and Spinosad (insect control). Permethrin and Bifenthrin. Imidacloprid (restricted in some areas) and Bacillus thuringiensis (Bt). Copper fungicides and Sulfur sprays
Books Written About Kale
Several books helped fuel the kale phenomenon, thanks to these marketing geniuses:
- 50 Shades of Kale and The Book of Kale and 365 Days of Kale
- Kale: The World’s Most Powerful Superfood
The Bigger Story
The kale story is one of the clearest examples of modern food marketing. A vegetable that had existed for thousands of years as a plant you stepped on whilst taking a hike suddenly became a cultural icon through strategic PR, celebrity influence, restaurant promotion, social media exposure, cookbook publishing, and health-focused branding. Yet, despite claims from critics and supporters alike, the evidence does not show that kale is either a miracle food or a dangerous food. The reality lies somewhere in the middle: it is a nutrient-dense vegetable that became extraordinarily fashionable through one of the most successful food-marketing campaigns of the 2010-2015s.
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Click image above or here for the summary these doctors are also nutritional researchers who say they have helped patients using meats reverse gut issues, acne, pre-diabetes, type 2 diabetes, PCOS, perimenopause, fatty liver. Dr Ken Berry says you do not need to be carnivore for life, give it a 90 day test. Dr Anthony Chaffee (neurosurgeon, private practice 2 years, uses keto and carnivore for patients) has only eaten meat every since his Professor who was a cancer specialist Steak. Dr Chaffee mother was vegan for 45 yrs then got diabetes. What Does Dr. Ken Berry Eat? Dr. Berry typically describes his diet as:
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He generally promotes a low-carb, animal-based approach and often discusses carnivore eating with his audience.
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These are observations and reports from their practices and communities. They remain debated within nutrition science and are not universally accepted by all medical organizations.
The Cancer Biology Professor
Dr. Chaffee often tells a story about a cancer biology professor he had during his education. According to Chaffee, the professor taught that:
Plants cannot run away from predators, so they defend themselves chemically.
Chaffee says this professor explained that many plant chemicals evolved specifically to deter insects, animals, fungi, and microbes. Chaffee later expanded this concept into his popular phrase:
“Plants are trying to kill you.”
The professor’s name is often not provided in the clips where Chaffee tells the story, and I could not verify the professor’s identity from available sources.
Why Is Kale Often on “Dirty Dozen” Lists?
Organizations such as the Environmental Working Group have sometimes ranked kale among produce items with detectable pesticide residues.
This does not necessarily mean the kale is unsafe. It means laboratory testing found measurable residues of one or more pesticides. Regulatory agencies generally maintain that residues below established limits are safe for consumers.
Reduce Exposure – Clean Veggies with Chlorine Dioxide
If you eat kale, broccoli, cauliflower:
- Wash thoroughly under running water. Clean using chlorine dioxide added to water.
- Remove damaged outer leaves.
- Buy from local farms you trust.
- Consider organic if pesticide exposure is a concern.
- Rotate vegetables instead of eating large amounts of any single food daily.
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