Last week, we were the first to report Fenton Communications’ (the firm behind the unnecessary “Give Swordfish A Break!” campaign) new effort to discourage the consumption of caviar, especially imported beluga caviar. Today’s New York Times picks up on Fenton’s call to “halt beluga caviar imports.”

Who stands to benefit from banning imported caviar? Whole Foods Market (not coincidentally a Fenton client) certainly does. Just weeks before this campaign kicked off, Whole Foods stopped selling Beluga caviar. “In their place we are offering a farm-raised sturgeon caviar grown in the Sacramento Valley of California,” said a company spokesman. It is easily apparent that this new campaign is nothing more than another Fenton attempt to scare up business for a client.