NEW YORK (Real Money) -- It is important to avoid falling in love with a stock. But I believe we all do at some point. WhiteWave Foods (WWAV) has shown up as a bullish name from me enough this year to have some convinced I love it. I don't. If the chart fails, then I would sell it, but thus far, it hasn't failed. Therefore, I see no reason to avoid this one even if you've missed it thus far.
This week, WhiteWave broke out from the recent trading channel going back to last month (solid black lines). The four-day move has run into resistance around $51.55, the top of a much bigger trading channel. After four green days and the chance today for a fifth, this is a tough buy on the first test. The previous two tests at resistance failed. The stock is also hitting resistance on the relative strength index (RSI), which could create a lower high. This lower high would be a bearish divergence. The longer-term moving average convergence divergence (MACD) did cross over in bullish fashion ahead of price, though, something that didn't happen in previous attempts. Ideally, there'd be a retest to around $50.75, before another leg higher.
If we do see a close higher today, then I would look more toward selling bullish put spreads until we see a playable and successful retest. A few days of just trading between $51 and $51.75 would also accomplish the same thing as a bounce off $50.75.
The longer-term pure strength of WhiteWave becomes clear when looking at the weekly chart. The stock had a strong run from the summer of 2013 through the summer of 2014. Price rested, albeit in a wide range, until the end of the first quarter of 2015. The most recent channel didn't really kick into gear until late April and has started a march higher reminiscent of the 2013-2014 climb.
The mass index is well below 26.5, which allows for a trend to take hold and gain steam. The MACD looks ready to get another bullish crossover next week while price successfully bounced off support yet again this week. While we are getting near resistance, there hasn't been a huge disadvantage buying anywhere within the channel. There is simply no reason to be bearish until we see a weekly close under $48.
For a stock that's been so incredibly strong over the past two years, that isn't a huge risk for what the potential reward offers. Earnings are coming next week (Aug. 7), so I wouldn't mind looking at some downside hedges early in the week, but in no way do I want to sell covered calls and cap my potential gains.
On a fundamental basis, WhiteWave has been a holding in Jim Cramer's charitable trust, Action Alerts PLUS, since March 2015. In a recent note, Cramer and co-portfolio manager Jack Mohr said they "remain bullish on the name as the increasingly important healthy and organic food trend continues to benefit the company's business."
Editor's Note: This article was originally published at 11:30 a.m. EDT on Real Money on July 31.
This article is commentary by an independent contributor. At the time of publication, the author was long WWAV.