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“The New American Super Brand”

By Travis Johnson, Stock Gumshoe, March 13, 2007

The Gardners are at it again, peddling their Motley Fool Stock Advisor Newsletter with the promise of the bonus free report on the “New American Super Brand.”

Now I actually like the Motley Fool, and have paid to subscribe to some of their products in the past. But they’ve definitely perfected the insanely long advertising email, chock full of company teasers.

This latest email that was forwarded by a reader? 17 PAGES. My God, does this really work?

I guess maybe it does, because they keep doing it. So what’s this “New American Super Brand” they’re issuing a report on?

They compare it to Starbucks, Wal Mart, and Nike. Good so far.

And they provide a bunch of hints:

  • “A couple of years ago, you couldn’ve gotten into this company for about a third of what it costs today” (that’s stretching it with current prices, but the email is probably a bit out of date)
  • This brand made the “revolutionary” decision not to follow the industry practice of renting shelf space. (That tells you we almost definitely have a discount/department store or supermarket here)
  • Sales jumped 23% in 2004, and 22% in 2005
  • 3X more profitable than their major competitors
  • $267 million in cash, only $15 million in debt (competitors are much more indebted).
  • “international sites so far [only] in Canada and Great Britain”
  • goal of $12 billion in sales in 2010
  • won Fast Company’s “Customers First” award.

OK, that’s more than enough hints — ready?

The New American Super Brand is Whole Foods Market Inc. (WFM)

I’m sure the Stock Advisor service is great for some people, and that reading their analysis of the company might give you a better perspective, or more conviction if you’re wanting to buy. But if you just want to know what this company is, there you have it — thanks to your friendly Stock Gumshoe. There’s no shortage of free information available about this massive company, so don’t feel like you have to subscribe to a service to understand them.

I’ve been interested in this company for quite some time, too, though I’ve never thought it was cheap enough to buy. Now, shares are near their 52 week low and about 40% off the highs of late last fall, thanks to some disappointments and a big acquisition and, perhaps, fears of growth stocks in general — so perhaps this is your chance. It’s still not cheap, in my opinion, but if it’s the New American Super Brand it may never be cheap. Caveat emptor.

Want to keep up with the Gumshoe? Click here to subscribe now — free email alerts.


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Anonymous
Anonymous
15 years ago

Thanks, am tired of the solicitation even though Motley Fool is pretty good

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Anonymous
Anonymous
15 years ago

Thanks for the information. It is easier to read than the huge emails I get from Motley Fool.qdshxir

Anonymous
Anonymous
15 years ago

Thanks, I read that Fool email – L O N G -. Now I can watch this stock and see if a fool and his money will soon be parted, or not…

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Anonymous
Anonymous
15 years ago

Thanks, the curiosity and suspense were killing me. I like these guys, the Gardners, and listen to the Motley Fool’s input on NPR’s Sound Money program regularly. I also find something compelling, or at least very engaging, in the lengthy missives that come from them; their numbers certainly are impressive.

Anonymous
Anonymous
15 years ago

One eventually realizes that the real way to increase wealth is to peddle a newsletter for $199/year that is filled with promises just a motivational speakers realized they could best motivate their pocketbooks
by pumping up others.

Anonymous
Anonymous
15 years ago

Thanks. Got any others from Motley Fool?

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One Guy
One Guy
15 years ago

Yep, you can find the other Fool writeups t:

http://www.sgumdev.stockgumshoe.com/search/label/motley%20fool

Anonymous
Anonymous
15 years ago

I like “the brothers” too and have enjoyed their appearances on CBNC in the past but I am somewhat suspicious of them now. Before the last big stock downturn, they were all over the media — kinda like they are now. When the stocks went south, so did they. Or so it seemed. Not too long ago, one of them picked Dell to be very hot. It’s up slightly since the pick but nowhere near “warm” let alone “very hot.” Can’t wait to see how Whole Foods does.

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Anonymous
Anonymous
15 years ago

“Can’t wait to see how Whole Foods does.”

It’s down from March so so far a crappy investment. Long term I expect this stock to do ok. People are so gullible though. If this stock is going to shoot to the moon over then next 10 or so years, then why don’t these brothers just put a ton of money into long positions instead of sending out spam and trying to dupe people into paying 200 bucks just to learn their stock pick?? Because that’s how these jokers make their money, not by going long WFMI.

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