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Economy
06 March
This Week in Commerce: Expo West, Campbell and Ulta earnings
Check out the calendar for March 6-10.

Photo by Kelly Common on Unsplash
Welcome to a new week. International Women’s Day arrives March 8, so make sure to take a moment to celebrate the achievements and show gratitude to the women on your team. The CPG industry is gathering in Anaheim for Expo West. Meanwhile, a fresh batch of earnings reports will provide updates on retail, CPG and DTC.
Events
Future Stores: The conference focuses on in-store innovation, with keynotes from leaders at Mars, L'Oreal, Starbucks and Casper. (March 5-7)
Natural Products Expo West: New Hope Network presents a tradeshow for CPG and retail professionals in the natural products industry. Expect a massive expo to view the latest trends, education and more. (March 7-11)
Economic indicators
Fed Chair testifies: Federal Reserve Chairman Jerome Powell is set to testify before the US House Financial Services Committee. Powell is likely to field questions from members of Congress about the trajectory of inflation, and the Fed’s next rate hike. (March 8, 10 a.m.)
JOLTs: The U.S. Labor Department reports on job openings and turnover for January 2023. (March 8, 10 a.m.)
Jobs report: The U.S. Bureau of Labor Statistics reports data on new jobs created, the unemployment rate and wages. The job market is a key indicator of consumer demand. (March 10, 8:30 a.m.)
Earnings
Tues., March 6: Dick’s Sporting Goods, SquareSpace.
Wed., March 7: Campbell Soup Co., Vera Bradley.
Thurs., March 8: Allbirds, Build-A-Bear, American Outdoor Brands, Solo Brands, BJ’s Wholesale Club, Ulta Beauty, Jones Soda, Zumiez.
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Marketing
17 March
Kellogg's takes inspiration from employees, Latin in snacks rebrand
Kellanova is now the parent of Pringles, Cheez-Its and Pop Tarts.
Photo by Jeff Siepman on Unsplash
Kellogg Company's snacks business is now Kellanova. Here are a few finer points about how the forthcoming parent of Cheez-Its and and Pop-Tarts arrived at the new name.
Last year, Kellogg announced plans to split its business into multiple companies.
Now, one company will have North American cereals like Frosted Flakes, Froot Loops and Rice Krispies under the WK Kellogg Co banner.
Another will have snacks like Pringles, North American frozen foods such as Eggo and plant-based brands like MorningStar Farms.
This week, Kellogg announced that the snacks business has a new name: Kellanova.
Here are the strategies that Kellogg employed that led to this name:
- Ask the employees: Kellogg Company asked employees for input on the name, and received 4,000 suggestions from 1,000 employees.
- Listen to the results: 20% of the employees suggested a variation of the W.K. Kellogg name, while other employees suggested that the name include "nova."
- Go to the root: "Nova" comes from the Latin word for new. CEO Steve Cahillane said it "signals our ambition to continuously evolve as an innovative, next generation, global snacking powerhouse."
As The Wall Street Journal reports, this is just the latest new company name to take a Latin root in recent years, as Kellanova joins GE Vernova, Mondelez and Altria. It's also among a number of spinouts being completed by corporations, joining GSK spinoff Haleon, J&J's Kenvue and a forthcoming company that will spin out of 3M.
Even with a name that emphasizes moving forward, Kellanova is keeping one element that is familiar: The logo still has the iconic cursive K. It will even get the boldly simple stock ticker symbol "K" to go along with it.
(Courtesy photo)
Even the WK Kellogg Co is combining the past and future. The company is seeking to position itself as a "117-year-old startup," even as it draws on the name and signature of the Kellogg's founder. There's even a more subtle hint about an unwritten chapter: The "Co" doesn't have a period.
(Courtesy photo)
To get to the future, you need to bring along a bit of the past.
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