It was unclear last week why real estate developer, diamond jewelry designer, and Celebrity Apprentice 2 star Ivanka Trump started a new blog advocating brown-bagging your lunch in these hard economic times. But, it was revealed today that Trump's new found passion for blogging about frugal lunchtime choices actually stems from her new role as spokeswoman for a line of microwavable meals from ConAgra Foods. "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," says Trump. Who knew Ivanka was no stranger to eating inconsistently cooked food out of a plastic tub? [The New York Times]

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ConAgra, reaching the masses. You're doing it wrong.

And I don't want to eat anything that can survive in my desk for a year!