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The company wants to reduce prices, as well as to “counter misinformation around our products,” Brown said.

Robert Moskow: The issue for packaged-food companies is that the majority of grocery growth is coming from fresh produce such as the butcher counter and fresh fruit.

Social media users, who said the stunt ran counter to Arc'teryx's conservation-focused image, had called for a boycott of the brand.

While it is “more physically strenuous” to handle both roles, he conceded, he countered that “I don’t know if there’s a direct correlation.”

Theodora countered by saying the team “knows right from wrong,” and that it was Skaggs who engaged in “reckless choices that we teach our children and grandchildren not to do, for good reason.”