Yesterday, an interesting article ran in the Business section of the New York Times that discussed Nabisco’s inspired re-branding of the most bland cracker (I only buy 'em when I have a serious case of the barfs) on the market: Premium saltines.

Buried within the saltine-centric article, I caught an interesting tidbit mentioning another Nabisco — the cookie 'n' cracker division of Kraft Foods — campaign. Starting this week, Nabisco began using the Triscuit of all things as a vehicle to inform consumers about the joys of home farming. Yes, Triscuits and home farming. As part of the Home Farming campaign, four million boxes of Triscuits will come with packets of dill and basil seeds so that cracker-munchers can start their very own home herb gardens.

Hmmm. The leap from snack crackers to backyard farming isn’t the most logical one in my mind ... at all. What's next? Nilla Wafers for vermicomposting? For the campaign, Triscuit teamed up with nonprofit group Urban Farming to “help build a home farming community where both beginners and more seasoned gardeners can dialogue and gather information towards their common mission: to reap food that is deliciously fresh, penny-wise, healthier for themselves and the planet. It’s about home farming, and the everyday joy that grows out of it.”

In addition to the seeds-in-a-cracker-box deal, Nabisco is encouraging Triscuit eaters to spend some QT on the Triscuit Home Farming website, where they can track the burgeoning home and community-based farming movement via an interactive map, read explicit details on how to grow vegetables at home, check out a comprehensive crop guide, chat with other cracker-munching home farmers in a community forums section, and get video advice from Paul James, the Home Farming resident expert.

The last place I’d go for gardening advice is a website advertised on the back of a snack cracker box, but the Home Farming website is quite easy to follow and informative. Now all that’s needed is a sister website that discusses home cheese-making and we’re really cookin’. What do you think of the Triscuit Home Farming campaign? Do you think it’s a welcome, albeit unlikely, move from Kraft or do you find the cracker-to-backyard-farming connection hard to, um, digest? 

Via [The New York Times]

Matt Hickman ( @mattyhick ) writes about design, architecture and the intersection between the natural world and the built environment.

Growing your own cracker garden
An unlikely new campaign from Triscuit aims to educate cracker-snackers about the many joys of backyard farming.