Box of Rain Forest

New business sells cereal sends rain forest preservation message.

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Introducing the breakfast of Deadheads. Former Grateful Dead manager Sat Santokh Singh Khalsa has launched a cereal company trading on saving the rain forest. Rainforest Products, in Mill Valley, Calif., financed by guitarist Bob Weir and others, started shipping Rainforest Crisp, a box of environmentally correct nuts and flakes, this spring. Why cereal? It's the ideal medium for a green message, says CEO Steve Bogoff. "In most households, the cereal box is the only package that gets read." Sold through natural-food stores across the country and Safeway stores in northern California and Hawaii, the product retails for about $2.95.

-- Anne Murphy