Earlier this summer the Motley Fool took a look at investment opportunities in Nebraska. Apparently, only 18 public companies are based in the cornhusker state, the largest of which are familiar names to even the most casual investors: Berkshire Hathaway (NYSE: BRK.A), Union Pacific Corp. (NYSE: UNP), Conagra Foods Inc. (NYSE: CAG), and TD Ameritrade (NASDAQ: AMTD). But the Motley Fool also mentioned two smaller, less-familiar stocks: sporting goods retailer Cabela's Inc. (NYSE: CAB) and fashion retailer The Buckle Inc. (NYSE: BKE).

Sidney-based Cabela's was founded in 1961 and went public in 2004. Cabela's is considered a buy by the consensus of analysts surveyed by Thomson Financial, but a closer look shows that they are split between strong buy and hold. The share price reached a 52-week high of $28.80 in early August after Cabela's second quarter results beat Wall Street expectations. The price was $23.91at the close on Wednesday. The Motley Fool points to tough same-store sales and insider trading as reasons for Cabela's "sophomore slump." In other words, high expectations from the IPO have worn off and its time to consider buying. In addition, Motley Fool, like Consumer Reports before it, likes Cabela's VISA credit card. Cabela's was also recently included on S&P Small Cap 600 index, and it made the 2007 Forbes list of 100 best mid cap stocks. Cabela's will release third quarter results on November 1.

Have you ever watched your favorite NFL team and thought to yourself, "I wonder what their locker room tastes like?" The creative team at Jones Soda Co. (NASDAQ: JSDA) is thinking Seattle Seahawks fans have, and has designed a few new sodas that will offer its drinkers just such a taste experience as Perspiration and Dirt.

Seattle-based Jones Soda began taking online pre-orders yesterday for its new soda flavors that it thinks accurately reflects the hard work of professional football players. I don't know about you ... but I have personally never watched football and found myself wondering what the players' sweat would smell like, much less taste like. But if by some chance you have found yourself obsessed with not knowing the taste of such things, you are in luck!

Welcome to the world of Perspiration soda. According to company spokeswoman Clare Bowles, the new Perspiration brand soda is "kind of salty tasting," and perhaps even more tempting to your taste buds, it has a "stinky football sock" finish. Wow ... my prayers have been answered!!! I never would have dreamed that my desire for a drink with a stinky football sock aftertaste would be fulfilled.

If the members of the board of directors at Jones Soda (NASDAQ: JSDA) weren't trading based on any kind of inside information, they may want to consider starting their own hedge funds. That's how good the timing of their sales was.

During an 85-day period this spring, 5 directors sold nearly all of their shares in the company. The stock is about 67% off the high it reached during that period. According to the Seattle-Post Intelligencer, "If the board members and executives had made the trades Monday, when the stock closed at $10.74 on the Nasdaq stock market, they would have gotten a combined $3.6 million, or 45 percent less than what they received."

CEO Peter van Stolk told the newspaper that the directors exercise options/sell stock as compensation for all their hard work. But the sales, and their uncanny timing, raise a question: If the outside directors were so involved in the management of the company, wouldn't they have been aware of the problems the company was having that led to the demise of the share-price?

Industry experts are questioning the timing of the sales, but maybe we should give them the benefit of the doubt: Even after the sell-off, the stock is trading at 114 times earnings. The stock had been on a tear, and you can hardly blame them for wanting to take some profits... or all their profits.

Regardless of whether the Jones directors were trading inappropriately -- I won't speculate -- this raises an interesting question: What is an executive or director supposed to do when he feels that his company's stock is overvalued? Does she have some moral obligation to hold the stock, or should she try to dump it before it plummets as investor exuberance subsides?

Ultimately, investors should be more worried about the performance of a company than director sales. And given the stock's recent chart, there's plenty of complaining to be done on that front.

In this market, it's pretty hard to find long-ideas excluding those which are event-driven (e.g. an earnings play). One such stock is Jones Soda Co. (NASDAQ: JSDA). While this is a risky trade because it's a small, momentum stock into earnings, I think it makes sense because sentiment is low right now with the stock off significantly from its highs.

Jones Soda is currently in a sweet spot with its beverage business especially focused on 20-somethings and New Agers. The products include organic tea and enhanced water. The company has a solid distribution chain involving small mom-and-pop retail stores and large chains like Panera.

For the quarter, analysts are expecting 4 cents per share in EPS -- the same figure from last year -- but they expect sales to increase 43% to roughly $14 million this year. In my opinion, I think that even if the company reports a "disappointing" quarter, guidance and outlook are going to be solid. I expect the company to return to solid EPS growth into next quarter and I see no reason for the company not to say the same thing.

New York's Major League Soccer team is owned – and named after - Red Bull. Xyience is the drink of choice at the UFC. Gatorade, a unit of PepsiCo (NYSE: PEP) is an official sponsor of the NFL.

Earlier today, Jones Soda Co (NASDAQ: JSDA) said it would be a sponsor of the NFL's Seattle Seahawks on CNBC. The Seahawk organization granted Jones the exclusive soft-drink and certain non-alcoholic beverage availability rights at Qwest and Events Center as well as other sponsorship and trademark rights regarding the use of the Seahawks trademarks through 2012.

The world of alternative beverages continues to gain notoriety and Jones' deal with the Seattle Seahawks is a big step not only for the company but for the sector. Shares of Jones Soda closed up 8.25%, to $21.64 today.

I wonder if Jones would make an exclusive drink to promote the deal. They could call it Seattle Sludge, perhaps? How about Football Fudge?

MOST NOTEWORTHY: CheckFree Corp (CKFR), Sprint Nextel Corp (S) and the semiconductor capital equipment sector were some of today's more noteworthy downgrades:

• Piper Jaffray downgraded Checkfree Corp (NASDAQ: CKFR) to Market Perform from Outperform after transferring coverage of the payment processor company.
• Sprint Nextel Corp (NYSE: S) was cut to Outperform from Strong Buy at Raymond James.
• Lehman cut the semiconductor capital equipment sector to Neutral from Positive, downgrading Cascade Microtech, Inc (NASDAQ: CSCD), Novellus Systems, Inc (NASDAQ: NVLS) and Teradyne, Inc (NYSE: TER) to Equal Weight from Overweight and cut Electroglas, Inc (NASDAQ: EGLS) to Underweight from Equal Weight.

OTHER DOWNGRADES:

• ThinkEquity cut Jones Soda Co (NASDAQ: JSDA) to Source of Funds from Buy based on valuation.
• Goldman is now cautious on the biofuel sector, downgrading the group to Cautious from Neutral.
• William Blair downgraded shares of Medimmune, Inc (NASDAQ: MEDI) to Market Perform from Outperform.
• Credit Suisse downgraded shares of Big 5 Sporting Goods Corp (NASDAQ: BGFV) to Underperform from Neutral citing valuation.
• Wachovia dropped Inkeepers USA Trust (NYSE: KPA) to Underperform from Outperform based on the acquisition from Apollo Investment Corp (AINV). Citigroup cut Inkeepers to Hold from Buy.

Analyst summaries provided by TheFlyOnTheWall.com (subscription required).

My previous firm, ThinkEquity Partners, was one of the only to cover Jones Soda Co. (NASDAQ: JSDA) back when nobody cared about the stock. Its CEO and founder, Peter van Stolk, was known to be an eccentric guy. He wore jeans to all investor meetings.

Our analyst that covered Jones Soda, Nicole Miller, now with Piper Jaffray Cos. (NYSE: PJC), believed in the story and in Peter's ability to penetrate the market and be successful. For being right, Nicole should take a victory lap and so should Peter.

In the summer of 2005, Nicole asked me if I could introduce Peter to some institutional investors in London. The schedule was difficult to set up, as Jones Soda was a sub-$200 million market cap name, thus limiting the investors that could invest in the company, even if they liked the story. I scrambled and got Peter seven meetings with small-cap managers. I notified all of them that he would not be wearing the standard "uniform" of a suit and tie.The stock was hovering around $4 per share and earnings were spotty at best.

Jim Cramer reviewed a last Fallen Angel on CNBC's MAD MONEY tonight: Quest Diagnostics (NYSE:DGX). He owns it in his trust, for disclosure. He said that Quest losing Oxford's business (UnitedHealth Group NYSE:UNH) took the stock down under $49. The company had already announced the news a month earlier. He isn't minimizing the business loss, or so he says, because it was $400 million of their $6 billion in total business. The company beat last week by $0.05 on EPS, but lowered guidance. He said it traded up $1.00 because the street is assuming it is conservative. He thinks it could earn $3.10 and they are low-balling estimates at $2.95. It closed at $52.25 and is now up at $52.90 in after-hours. J.P.Morgan just raised it and a broker luncheon on it last week was over-attended.

Cramer interviewed the CEO of Jones Soda (NASDAQ:JSDA), Peter van Stolk, before closing down MAD MONEY until tomorrow. It lost Target business, but he said that is only 2% of their business. The company doesn't use high-fructose corn syrup, they use cane sugar. Cramer doesn't think it has finished rising. The company won't be announcing any new product data until the first week of March. Cramer said it was up $1.00, but he said let it pull-back and then you can buy it since it was up so much today. This after-hours pop before it came in is another yearly high, and the company had a $376 million market cap as of the close. This stock, if it meets the $0.14 estimate in 2007 without beating estimates, then it now trades at 100-times December 2007 fiscal EPS projections. He's been behind this one before (back on December 21 he called the next Hansen Natural [NASDAQ:HANS]), on more than one occasion.

Jon Ogg is a partner in 24/7 Wall St., LLC; he does not own securities in the companies he covers.

Tonight on Cramer's MAD MONEY on CNBC, Cramer thinks that Jones Soda Co. (NASDAQ:JSDA) could be the next Hansen Natural Corp. (NASDAQ:HANS). This stock closed at $10.65, representing a $270 million market cap, but shares popped up more than 15% to almost $12.50 after Cramer touted the name.

He thinks this is a lot like HANS was back before its stock became popular (in the first half of 2006, the price more than doubled, although it's now stablized at about 75% above its 52-week low). He likes the company's premium sodas. JSDA has P/E ratio of 82x, and there are only two analysts that cover the company, both with a neutral rating. It has $0.12 earnings estimates for this year and he said that is 100% growth from 2006, but he didn't note the earnings multiples. According to Cramer, Jones is one of his regional-to-national plays that may really break out. He thinks the National Beverage win will really help it and noted briefly that the company was also a possible acquisition target.

The stock has doubled recently and Cramer was not allowed to discuss it before because the market cap was under $250M. He said you can't buy a lot of it because it is too small and you have to use big limit orders. He said buy the stock next week after the Cramer after-hours jokers can't take the pain anymore.

I may have mentioned a time or two that I avoid products with high fructose corn syrup. In fact, I avoid nearly all sodas because of that (in my opionion) toxic, terrible-tasting and generally unhealthy ingredient. While some scientists hem and haw, I subscribe to the theory that high fructose corn syrup is one of the major causes of obesity and the increase in diabetes in our country.

So. I don't drink it, even though I'd love to be a regular quaffer of Jones Soda Co. (NASDAQ:JSDA)'s quirky flavors. I reviewed the company's "Love Potion #6" Valentine's Day beverage back in February and thought the taste was lovely, but the presence of high fructose corn syrup ruined the experience for me.

Today Jones announced they'll be switching to cane syrup in favor of the processed HFCS. And I'd just like to say that I'm really, really happy. CEO Peter van Stolk says this "truly differentiates Jones and provides the consumer with a healthier alternative" -- I couldn't agree more. Finally I have a widely available (Jones Soda is sold in Target Corporation (NYSE:TGT) stores, among others), interestingly-flavored soda that doesn't cause me major health concerns. I'll happily let my children drink Jones (in moderation, naturally) even though sweetened sodas are strictly forbidden in my household.

Now, if I can only pick a favorite flavor...