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.

Organic Alley Pavilion Showcases 50 Natural & Organic Brands

Boulder, Colorado (August 31, 2012) – Can you imagine a whole Sunday without the sounds of traffic? Where pedestrians, families with their strollers, skateboarders, bikers and others can roam the streets freely, interact with their neighbors, and engage with exhibitors and outdoor activities?

On Sunday, Sept. 16, 2012, Boulder’s third annual Boulder Green Streets Ciclovia event will host a three-mile loop linking the east end of Pearl Street in downtown Boulder with the North Boulder Recreation Center, and the entire loop will be free of motorized vehicles. The full-day event, hosted by Boulder Green Streets and the City of Boulder, will center around two dynamic activity zones connecting the 3-mile stretch for participants to engage with the Boulder community.

The event also will be home to the Organic Alley Pavilion, a unique exhibitor hall dedicated to natural, organic and sustainable products. Now in its second year, the Organic Alley Pavilion features artisan producers and leading local and national brands. Sponsored by Rudi’s Organic Bakery, visitors will have the opportunity to sample products from close to 50 diverse companies on-site, including WhiteWave Foods, Madhava Natural Sweeteners, GoodBelly, Organic Valley Cooperative, Earth Balance, Cheribundi, Natural Grocers by Vitamin Cottage, Boulder Ice Cream, Boulder Granola, Lovely Lady Products, and others.

The Organic Alley Pavilion is produced by Best Organics Inc., a leading Boulder-based organic gift and brand promotions company, and Compass Natural, a marketing, communications and event planning agency specializing in green business, in partnership with Boulder Green Streets and the City of Boulder.

“We are excited to feature leading and emerging local, regional, and national companies in the Organic Alley Pavilion at this year's Boulder Green Streets Ciclovia event,” says Steven Hoffman, Managing Partner of Compass Natural Marketing. “Incredibly popular last year, we anticipate more than 50 vendors in attendance, and consumers will get to sample and learn about delicious natural, organic and eco-friendly products.”

“We are very pleased to bring the natural products community together with such an active and environmentally aware local community, further building awareness of Boulder as a nexus of natural and organic products,” comments Seleyn DeYarus, CEO of Best Organics. “The Boulder Green Streets organizers give us a supportive environment to bring like-minded individuals together with companies that speak to their values and lifestyles, all with the gorgeous Foothills as the backdrop.”

Exhibitor Contact Information

To participate as a sponsor and/or exhibitor of the Organic Alley Pavilion at Boulder Green Streets Ciclovia, contact Shoshana Romer at Best Organics, shoshana@bestorganics.com, tel 303.499.6742. Also, for more information, visit www.bouldergreenstreets.org.

The third annual Boulder Green Streets Ciclovia is a “Street Liberation” project that repurposes the streets into a play space for the community to engage in healthy, active, sustainable and educational activities. The event offers the community the opportunity to explore the myriad of local resources, services, and products Boulder has to offer in a fun and engaging way. It is a part of the global ciclovia movement that inspires cities to become safer, healthier, and more livable.

Featured Sponsor of the Organic Alley Pavilion We are thrilled to announce this year’s sponsor of the Organic Alley Pavilion is Rudi’s Organic Bakery, a leading provider of certified organic and gluten-free breads and related products. For more information, please visit www.rudisbakery.com.

Organic Alley Pavilion Exhibitors Include: Alchemist, American Natural & Organic Spices, Beanfields Snacks, Boulder Granola, Boulder Ice Cream, Carmen’s Kitchen, CheetahFit Personal Training Center, Cheribundi, Door to Door Organics, Dr. Bronner's Magic Soaps, Earth Balance, Earth Island, Eco Ditty, Eco Vessel, Follow Your Heart, Glutino, GoodBelly, Great Eastern Sun, Hanna’s Herb Shop, Happy Family Brands, HiBall Energy, Java Raiz, JJ’s Sweets, Lovely Lady Products, Made in Nature, Madhava Natural Sweetens, Mile High Natural Awakenings, Mile High Organics, Natural Grocers by Vitamin Cottage, Natural Hapa, NewCell, Nite Ize Inc., Nova Chocolate, Organic Valley Cooperative, Olomomo, Purely Elizabeth, Qrunch Foods, Rollin Greens, Rudi’s Organic Bakery, Runa Tea Co., Slide Ridge Honey & Butcher’s Bunches, Spoonk Space Inc., St. Claire’s Organics, Teatulia, Teeccino, Udi’s Gluten Free, Wacky Apple, Way Better Snacks, WhiteWave Foods, Wild Planet Foods, Zing Bars.

About Boulder Green Streets The 3rd annual Boulder Green Streets Ciclovia, presented by the City of Boulder, transforms nearly 3 miles of city streets into a day-long, car-free public space for the community to engage in healthy, active, sustainable activities. Two major zones – located on the east end of the Pearl Street Mall and at the North Boulder Recreation Center on Broadway – will connect the route and feature fun, interesting and free activities including live music, dance, arts, fitness and recreation, as well as informative opportunities to learn about local sustainability efforts, enjoy local and natural foods, explore outdoor adventure gear and more. For more information, visit www.bouldergreenstreets.org.

About Best Organics, Inc. Best Organics Inc., a majority woman-owned company, is a leading provider of premium, hand-packed, organic and eco-friendly gift basket collections featuring gourmet products from local, regional and U.S.-based producers and leading brands. Its gift collections are presented in beautifully illustrated, reusable gift boxes, and are available online at www.AmericasBestOrganics.com, and for corporate gifting. The company's Boulder's Best Organics and Colorado’s Best Organics gift box collections feature organic products from Boulder and the Rocky Mountain region, and its America’s Best Organics gift baskets feature artisan producers from throughout the U.S. Best Organics Inc. is a member of the Organic Trade Association, Colorado Proud, and Naturally Boulder, and is a Green America-approved business. Contact gifts@bestorganics.com or call 303.499.ORGANIC (6742).

About Compass Natural Marketing Compass Natural Marketing, established by organic and LOHAS industry veteran Steven Hoffman and based in Boulder, CO, brings more than 25 years of experience in natural and organic products sales, marketing, public relations, communications, research, event planning, special project assignments and strategic industry guidance to businesses involved in the $290 billion market for natural, organic, sustainable, and socially responsible products. Visit www.compassnatural.com, contact info@compassnaturalmarketing.com or call 303.807.1042.

Natural, Organic Foods Tracking 10% Growth

Source: Wikimedia Commons

We are pleased that Compass Natural Marketing was included as a source in New Hope 360's 2012 annual Market Overview of the natural and organic products industry. Here's an excerpt, below. For the full story, click here.When it comes to natural products hotbeds, Louisville, Ky., doesn’t make the top 10—or maybe even the top 40. But last year, the five Rainbow Blossom Natural Food Markets in the Louisville area posted 9 percent sales growth. Even more impressively, the stores—which range from 3,500 to 7,500 square feet—did this while competing with a Whole Foods Market, a new Trader Joe’s and a Vitamin Shoppe for the city’s natural products audience.

The fact that eight naturals stores—soon to be joined by two more: Earth Fare and another Vitamin Shoppe—could thrive in an area that Rainbow Blossom Chief Operating Officer Summer Auerbach diplomatically calls “not the most progressive” illustrates the post-recession strength of the natural and organic industry. Indeed, Natural Foods Merchandiser’s 2012 Market Overview Natural Retailers Survey shows that nationwide, sales of all natural and organic products (including dietary supplements) within all channels jumped 10 percent to nearly $91 billion last year.

The natural channel (which includes independent and chain natural products retailers) continued to generate the lion’s share of sales in 2011, growing 9 percent to $37 billion. Although growth in the natural channel was better last year than in 2010 (when sales expanded just 7 percent), mass market retailers—particularly club stores—remain hot on the heels of the naturals stores and, in fact, grew their sales of natural and organic products by 11.2 percent, to $36 billion, in 2011, according to NFM’s Market Overview survey.

Conducted in collaboration with Nutrition Business Journal, a sister publication, NFM’s research shows that growth of natural and organic products sales in all channels is being fueled by a variety of factors: consumers who are becoming more educated about health and environmental issues; foods that taste as good or better than their conventional counterparts; consistent, favorable media attention about the merits of natural and organic products; the growing foodie and farm-to-table movements; and even the rising popularity of yoga.

“The number of natural products shoppers has increased so much that stores like Whole Foods are now opening in secondary markets like Basalt, Colo. [located near Aspen],” says Steven Hoffman, managing partner of Boulder, Colo.-based consulting firm Compass Naturals. Hungry and well capitalized for expansion, Whole Foods is on track to open between 24 and 27 new stores during its fiscal year 2012 and another 28 to 32 in fiscal year 2013, the company’s co-CEO Walter Robb told analysts in February.   (Read more...)

Source: Natural Foods Merchandiser, June 2012, published by New Hope Natural Media.