Tucked inside Reid Forgrave’s story in last Sunday’s New York Times Magazine about the Boundary Waters area of northern Minnesota was an admirable brand name, an off-color portmantriple (boldfaced below):
[Becky] Rom and her husband climbed out of the canoe. Back in [the town of Ely], they pointed out thriving enterprises. One family company makes outerwear, which nicely complements the family’s other business, a lodge that runs winter dogsledding trips. An outfit called Crapola makes cranberry-apple granola. An art gallery displayed prints from a nature photographer…
If you live in or near Ely (a town of three or four thousand people), or if you’re a serious granola maven, you’re probably familiar with Crapola, but otherwise the product isn’t widely known.
