Assuming that this is the load cell family in question:
http://www.laumas.com/en/product/fun-lo … wire-rope/
Looking at the datasheet, your load cell’s wiring is different from the normal wiring colors for load cells.
-Signal is white.
+Signal is green.
Both the Sparkfun hookup guide and the hivetool.org tutorial that you linked to above expect +Signal to be white and -Signal to be green. Try swapping those.