At first, one might think that this DTC cookware company, being sued by two of the biggest players in the business— Groupe SEB and Meyer—for false and misleading claims, that then turned around and used the suit in their marketing to prove the worth of their products would be a TRR Hit. This involves claims that the coatings other companies use are toxic while Caraway’s products are not. I’m no chemist so I can’t speak to either party’s claims; Groupe SEB and Meyer say their products are safe and perfectly legal, But I do know anyone using the term “toxic” in their marketing campaigns (even non-toxic) runs the risk of consumers seeing that word only and running in the other direction without bothering to read the details. And that’s bad for Caraway, regardless of who makes safer cookware. What were they thinking? Anything that makes a shopper worry about anything toxic can result in nobody buying nothing.