For lack of a better word, good old fashioned opportunistic public relations efforts won the day for Nabisco, with traditional Super Bowl advertising stars E-Trade and Bud Lite nowhere to be found.
But the organization is prepared to be opportunistic about getting involved in a good project that may be outside of its strategic scope which may be brought to its attention by academics, for-profit companies or funders.
Increased demand--probably a good thing for the human diet--and the nature of opportunistic harvesting (grab as much and as fast as you can) have seen to that.