Like Paul Newman and Prince Charles before her, Martha Stewart will launch her own grocery line next year. Martha Stewart's name will be featured on fresh, refrigerated, and frozen foods at Costco.
We're encouraged to read that her line will include fresh food. We hope that Martha will leverage her taste-maker status to put an emphasis on real cooking at home. We'll be disappointed if Stewart goes Stouffer's and just creates another line of frozen dinners.
How about Martha branded puff pastry made with real butter. What else would you like to see in Martha's Costco line?
This announcement means Martha fans could dwell in a Martha-designed home drinking Martha orange juice while watching The Martha Show before heading out to Macy's and Kmart to buy more Martha pots, pans, and paint. Then rush home to nod off under a Martha duvet, sipping Martha tea and reading Martha's magazines.
Today's New York Times ponders this "fastidious reach" and, like us, ponders just what Martha-Costco will peddle:
For now, the most tantalizing question — what exactly Ms. Stewart will cook up for Costco — remains unanswered. Executives at both Martha Stewart Living and Costco said they were still in the testing and tasting phase of their collaboration and had not yet chosen products for the new line.
Based on what Martha Stewart Living executives have said before, the company is expected to favor prepared foods (think of nine-layer lasagna), rather than everyday commodities like a pie crust.