Tough Times: Ivanka Cooks Up Lunch Venture With ConAgra

Hard-Working Trump Heiress Out to Improve Midday Meal Options

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CHICAGO (AdAge.com) -- Just how bad is the economy? Ivanka Trump's latest business venture involves a brown-bag lunch.
Ivanka Trump
Ivanka Trump

The celebrity heiress has partnered with ConAgra to push an undisclosed lunch product. In a blog titled "A Fresh Perspective, Ivanka Trump," she muses about the economy and compressed schedules and the toll they are taking on the American lunch hour.

She can 'completely relate'
"With gas and food prices on the rise, more and more people are skipping the deli line and bringing lunch to work to save money," she wrote. "This is great, but all I hear is how boring a brown bag lunch can get and how people want something different, especially when they are stuck at their desks -- something I completely relate to."

Ms. Trump added that next Tuesday, with the help of a "partner," she will invite 15,000 employees to trade in their lunches for something more exciting. "It will become one of the largest multi-company lunch trades, bringing a fresh-tasting, healthy change to the office lunch," she said.

ConAgra identified itself as Ms. Trump's partner today. But the product in question remains a well-kept secret.

"On Oct. 21, Ivanka Trump will kick off a 'Lunch Trade' in two cities challenging working Americans to change the way they eat lunch at work," said ConAgra spokeswoman Regina DeMars. "We are very excited for Ivanka to reveal this new option aimed at freeing working Americans from the lunch rut of eating the same boring, expensive or unhealthy food at their desks day after day."

Multitasking maven
Ms. Trump has a number of irons in the fire. She's not only VP of the Trump Organization and a member of the Trump Entertainment Resorts board, but a star on "Celebrity Apprentice" and the public face of her father Donald's eponymous, nearly completed Chicago skyscraper.

She claims that her schedule makes it difficult to get a good lunch.

"I am constantly on the go and often feel guilty about trading lunch for a business appointment and eating the same boring food day after day," she wrote. "But, I found a solution that is going to positively impact everyone's office lunch -- forever changing the way people like us think about our mid-day meal options."
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