Open Source Branding and the Consumer Values Evolution

Photo: Compass Natural

“At the Epicenter” Green Entrepreneurship Speaker Series Will Feature Brendan Synnott, Co-founder of Bear Naked Granola and EVOL Foods, and Founder of Healthy Lifestyles Investment Group Revelry Brands, on Dec. 5, 2012, Boulder, CO.

After building a $65 million brand, Bear Naked, in just five years in his mid twenties, entrepreneur Brendan Synnott took time off after selling the company in late 2007 to travel and participate as a contestant on television’s pioneering reality show Survivor, and to think about what was next. At the time, Bear Naked held the number one spot in market share in the granola category in more than 10,000 retail stores nationwide.

Now based in Boulder, Synnott is applying the expertise and insights garnered as the former CEO of Bear Naked, plus the strength, stamina and determination demonstrated in Survivor to invest in and partner with innovative natural, organic and sustainable businesses. Synnott’s group Revelry Brands, established in 2009, has invested in such successful emerging brands as EVOL Foods, Siggi’s Yogurt, Only Natural Pet Store, Data Garden and PACT Organic Apparel, where the company’s slogan is “Change starts with your underwear.” Synnott serves as Chairman of Pact, and he stays actively involved in guiding Revelry’s portfolio of companies.

Brendan will share his concept of “open source branding,” or how companies can benefit from building transparency and dialogue with a rapidly evolving, values-based, healthy lifestyles consumer “At the Epicenter” on Wednesday, December 5, 2012, 5:30 – 7:30 pm, at the offices of the Sterling Rice Group in downtown Boulder. A welcoming reception will precede the CEO armchair-style interview and interactive discussion. For information and to register, visit http://brendansynnottattheepicenter.eventbrite.com. For press passes or more information, please contact Shoshana Romer, shoshana@compassnaturalmarketing.com.

At the Epicenter, now in its third year, is an educational series for entrepreneurs in the rapidly growing market for natural, organic and sustainable products in the Boulder/Denver region. The series is produced by Best Organics Inc. and Compass Natural LLC, and hosted by the Sterling Rice Group and the University of Colorado Deming Center for Entrepreneurship, and has featured speakers including Bill McKibben, founder of 350.org; John Elstrott, Chair of Whole Foods Market; Horst Rechelbacher, founder of Aveda and Intelligent Nutrients; Sandy Gooch, founder of Mrs. Gooch’s Natural Foods Markets; and Arran and Ratana Stephens, founders of Nature’s Path Foods.

Secrets of Open Source Branding Revealed “Open source branding is where the relationship between a consumer and a producer unites around transparency and dialogue,” says Synnott, a graduate in economics from Vanderbilt University and a former staffer in the talent department at Saturday Night Live.

“Today’s consumers want to eat food they can learn about, talk about, and understand; they want to drive cars that communicate their care about the environment; they want to eat at restaurants that show they understand the importance of local and sustainable practices. It just so happens that this shift in a consumer’s emotional connection with brands is also going to help save our planet. We continue to believe that investing in forward-thinking consumer brands is a way to improve the negative impact humans have on the environment while helping us to benefit economically from this wave of change,” he says.

“We are excited to add such an accomplished and idea-filled young entrepreneur and investor to our roster of distinguished alumni of the At the Epicenter series,” says Seleyn DeYarus, CEO of Best Organics, a leading organic gift and brand promotions company based in Boulder and co-producer and host of An Evening at the Epicenter. “Brendan’s presentation will inspire young entrepreneurs as well as seasoned business leaders to see possibilities for business to have a positive impact beyond the bottom line.”

At the Epicenter Sponsors Sponsors include the following leaders in natural, organic and sustainable business. Gold Sponsors:Whole Foods Market, Sterling Rice Group, and University of Colorado Deming Center for Entrepreneurship; Silver Sponsors:New Hope Natural Media, Mychelle Dermaceuticals, Earth Balance, Glutino Foods, Udi’s Gluten Free, and Transition Colorado; Bronze Sponsors:Pax World Investments, Bay State Milling, St. Claire's Organics, and EKS&H; Supporting Sponsors:Bonterra Organic Vineyards, Eco-Products Inc., Chinook Book, Care2, Boulder Valley Media Alliance, Shine Restaurant, and Boulder Ice Cream.

About At the Epicenter At the Epicenter is an ongoing series of interactive talks for entrepreneurs and business and community leaders in the $300-billion market for natural, organic, sustainable and socially responsible products and services. At the Epicenter is produced by Best Organics Inc., a leading organic gift basket and brand promotions company based in Boulder, CO; and Compass Natural LLC, a leader in LOHAS communications, public relations, strategic marketing and business development. For information, visit www.americasbestorganics.com, gifts@bestorganics.com, tel 303.499.ORGANIC (6742). For information about Compass Natural Marketing, visit www.compassnatural.com, info@compassnatural.com, tel 303.807.1042.