Buying organic baby carrots in bulk and packaging them into reusable cloth snack packs is more expensive AND takes longer than buying baby carrots wrapped in extra plastic that you can just grab and throw into a lunch box.

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Instead of baby carrots as an antidote to junk food, Bolthouse Farms was positioned as the exact opposite.

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Bolthouse had never marketed its baby carrots before.

FORBES: Bolthouse Farms Takes On Giant Frito-Lay By Selling Junk Food That's Good For You

Baby carrots as junk food.

FORBES: Bolthouse Farms Takes On Giant Frito-Lay By Selling Junk Food That's Good For You

In a session this summer in the writers room, where a bookcase was lined with titles like "American Sniper, " the staff ignored a bowl of baby carrots and sucked lollipops instead. (They pilfer candy from the better-stocked Fox sitcom "New Girl, " whose writers work next door).

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But what really fascinated me was the menu's main course: spelt and citron garnished with a "primavera" that included asparagus, runner beans, radishes, baby leeks and carrots.

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On tables inside a big tent, the staples of earthly salvation: baby food, carrots, peanut butter, orange juice, shoes and diapers, all of it free, all of it donated from religious organizations around the country.

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