Explore Coverage

Living Maxwell


Showstopper Award from Natural Products Expo West 2013 – Holy Crap

When I first saw Holy Crap at Natural Products Expo West 2013, my immediate thought was “It must be dog food.”

And to be honest, I was very turned off and stayed away.

Yet after passing by their booth several times, my curiosity got the best of me and I went to go see what Holy Crap was all about.

In fact, it wasn’t dog food but rather an organic superfood cereal made from chia seeds, hulled hemp hearts, buckwheat, cranberries, raisins, apple bits and cinnamon.

The story goes that an early fan of the cereal was so impressed that the words “Holy Crap” were the first ones to come out of his mouth. In a stroke of genius, founder Brian Mullin, quickly changed the name of the product to Holy Crap and sales increased 1000%.

Aside from the fact that this gluten-free, non-GMO cereal is incredibly nutritious and good tasting, the company claims that it is currently being consumed at the International Space Station by Canadian astronaut Chris Hadfield.

Holy Crap is an absolutely brilliant marketing ploy to capture people’s attention in a very crowded and competitive market. In all of my years attending these trade shows, absolutely nothing has stood out like this organic product.

The big question is whether people want to be eating something called Holy Crap for breakfast each morning, regardless of the healthy ingredient mix.

So far, the answer appears to be “Yes.”


Holy Crap can be purchased at retail stores nationwide and online.

A message from E3Live

"My Everyday, Must-Have Green Organic Aquabotanical"

The best testimonial that I can give is that I drink this every single day, as it impacts my mood in an incredibly positive way.

E3Live + BrainON is certified organic, fresh-frozen AFA (Aphanizomenon flos-aquae) with a concentrated, aqueous, organic extract of Phenylethylamine and Phycocyanin.

Learn more.

livingmaxwell: a guide to organic food & drink