Consumers need a voice in these tough times. And that voice is coming from Ivanka Trump.
Ms. Trump -- daughter of Donald, owner of a diamond jewelry boutique, executive overseeing multimillion-dollar hotel developments and star of "Celebrity Apprentice 2" -- has taken to blogging about saving money on lunch.
Last week, Ms. Trump began posting items at blog.ALunchTrade.com. She did not define what, exactly, a lunch trade was, saying only that on Oct. 21, she and a corporate partner would conduct one of them. But she did try to connect with the masses of office workers out there.
"With gas and food prices on the rise, more and more people are skipping the deli line and bringing lunch to work to save money," she wrote. "This is great, but all I hear is how boring a brown-bag lunch can get."
The drudgery of office lunches, Ms. Trump wrote, was "something I completely relate to."