Going green means eating local, and this brand of cereal has its eye on the future. Branchannel Cereal, a family-owned brand known for its health benefits and rectangular shape that helps it float in milk, is produced by WeetSoy Farms, in Mukwonago, “Where You Wanna Go,” Wisconsin. WeetSoy is a “micro-farm” that consists of 1-1/2 acres of land, and is owned by Harris MacMillan and his wife Tallulah Bell MacMillan.

Currently, WeetSoy Farms produces 12 to 13 boxes of Branchannel a year, “about one a month” according to Harris MacMillan, and retails at the local GitnZip supermarket for $19. The MacMillans and WeetSoy Farms hope that Branchannel Cereal, which contains 188 percent more fiber than leading brands, will gain traction with the foodie movement where ordinary people are educating themselves about food and making purchasing decisions based not only on price points, but also on how their food is grown or raised, and brought to market. “If our brand strategy works,” says Harris MacMillan, “we’ll be able to expand to three or even four acres by 2014.”

However, this organic brand cultivated in the bucolic backdrop just off of Route 43 – the town’s lifeline to Milwaukee – finds itself in a contentious trademark dispute with an entity readers of this publication know quite well: brandchannel.Continue reading...

Thanks to all our readers, new and old, for making our relaunch a success. On Monday, we'll have lots more from the Best Global Brands study, and all the week's branding news. The ten most viewed posts, since we went live on Wednesday, are after the jump.Continue reading...

Brandchannel has long provided in-depth articles, columns and special features offering insight and conversation about branding. All those features remain on our site. But as the brand landscape becomes ever busier, we think it will be useful to highlight brand-relevant developments in real time. Hence our new tagline: "Always branding. Always on."Continue reading...