Rise of the MegaGrocers: Industry Responds to the Kroger-Albertsons Merger

Rise of the MegaGrocers: Industry Responds to the Kroger-Albertsons Merger

November 3, 2022

This article was originally published in Presence Marketing’s November 2022 newsletter.

By Steven Hoffman

Since Cincinnati, OH-based The Kroger Co. (NYSE: KR) and Albertsons Companies Inc. (NYSE: ACI), headquartered in Boise, ID, on October 14 announced a merger valued at $24.6 billion — one of the biggest deals in the history of the U.S. grocery industry — regulators, investors, labor organizations, independent grocers and other stakeholders in the natural, organic, conventional and specialty grocery industry have responded with mixed reactions.

The merger, in which Kroger will acquire all outstanding shares of Albertsons common and preferred stock for approximately $34.10 per share plus the assumption of $4.7 billion of debt, will combine Kroger, the nation’s largest supermarket retailer, with Albertsons, the second largest supermarket retailer in the U.S., to form what the companies say will be a national company. The combined operation will comprise 4,996 stores, 66 distribution centers, 52 manufacturing plants, 2,015 fuel centers and more than 710,000 employees across 48 states and the District of Columbia. The merged entity would create the second largest food retailer in the U.S with an estimated 11.8% market share, behind Walmart at 17.1%. The combined company also would be the fifth-largest retail pharmacy operator, with 3,972 pharmacies, according to Supermarket News.

Source: Wikimedia Commons

Grocery store brands owned by The Kroger Co. include Kroger, Ralphs, Dillons, Smith’s Food and Drug, King Soopers, Fry’s, QFC, City Market, Owen’s, Jay C, Pay Less Super Markets, Ruler, Baker’s, Gerbes, Harris Teeter, Pick N’ Save, Metro Market, Mariano’s, Fred Meyer, Food 4 Less and Foods Co. Albertsons Companies’ portfolio of supermarkets includes Albertsons, Safeway, Vons, Jewel-Osco, Shaw’s, Acme, Tom Thumb, Randalls, United Supermarkets, Pavilions, Star Market, Haggen, Carrs, Kings Food Markets and Balducci’s Food Lovers Market.

The deal, which the companies say is necessary to offer better prices to consumers in an age of inflation, and to compete with the likes of other “mega-grocers” such as Amazon, Costco and Walmart, has to first gain approved by the Federal Trade Commission (FTC). Increased regulatory scrutiny is expected, as the merger is unprecedented for the retail food industry, given the size of the two companies and the large number of markets in which both grocers compete.

“If this were 20 years ago when I was still working in the government, I would expect the FTC would try to block this deal,” Daniel Rubinfeld, law professor at New York University and former deputy assistant attorney general for antitrust with the Department of Justice, told Grocery Dive. But today, supermarkets are not the only stores selling groceries; for example, Walmart is the leading grocer in the U.S., with a nearly 21% share of sales, Rubinfeld noted.

Yet, that was not how FTC viewed things in 2007, when Whole Foods Market, based in Austin, TX, announced its acquisition of natural foods supermarket chain Wild Oats Markets, based in Boulder, CO. Then, the FTC ruled that the merger would violate federal antitrust laws by eliminating competition among natural and organic grocers, which former Whole Foods Market CEO John Mackey and others argued at the time was a very narrow definition of the competitive landscape, since natural and organic products were being sold in many kinds of retail formats by then. The FTC eventually approved the deal in 2009, after Whole Foods agreed to sell off 32 Wild Oats stores in 17 markets.

“Ultimately, the resolution was that organic foods is not its own market and any place you can buy food counts,” Jim Burns, an antitrust lawyer with Williams Mullen in Richmond, VA, told Grocery Dive. Burns said that perspective also will be applied to the deal between Kroger and Albertsons. “I think the better and the ultimate result here is going to include Walmart and those other stores in the same market as these guys,” he said.

However, Christine Bartholomew, a law professor and specialist on corporate monopolies at the University at Buffalo School of Law, countered, “Regulators should not approve the merger simply because two competitors want to compete more effectively with the prevailing dominant big box or online retailer,” she told Grocery Dive. “Nor is inflation enough to justify losing one of the top three market players. If regulators treat these justifications as reason enough to approve the merger, the long-term ramifications are significant.”

Knowing there is significant overlap of stores in numerous major markets, Kroger and Albertsons said they are willing to divest between 100 and 375 locations, reported Reuters. As such, they have created a separate company called SpinCo, controlled by Albertsons shareholders, to sell off the stores, a preemptive move, said analysts, to garner quicker FTC approval for the merger. The companies hope to close the transaction in early 2024, pending regulatory approval and other customary closing conditions.

Expressing concerns about the merger, U.S. Senators Amy Klobuchar (D-MN) and Mike Lee (R-UT), Chairwoman and Ranking Member of the Senate Judiciary Subcommittee on Competition Policy, Antitrust, and Consumer Rights, announced they will hold a hearing in November 2022 to examine the proposed merger between Kroger and Albertsons. “As the Chair and Ranking Member of the Subcommittee on Competition Policy, Antitrust, and Consumer Rights, we have serious concerns about the proposed transaction between Kroger and Albertsons. The grocery industry is essential, and we must ensure that it remains competitive so that American families can afford to put food on the table. We will hold a hearing focused on this proposed merger and the consequences consumers may face if this deal moves forward,” the Senators said in a statement.

Independent Grocers and Labor Unions Respond
Already facing stiff competition from retail grocery giants, independent retailers, too, have expressed concerns over the pending merger of the nation’s two top food retailers, while other independents are looking to benefit from potential store closures and other ways they can turn the merger to their market advantage.

“A merger of the nation’s top two grocery chains should raise serious questions about a single supermarket giant gaining unprecedented dominance over the nation’s food supply chain,” said Greg Ferrara, President and CEO of the National Grocers Association. Based in Washington, DC, NGA represents 21,000 privately held and family owned independent grocery stores across the country. “A merger would not only put smaller competitors at an unfair disadvantage, but also increase anticompetitive buyer power over grocery suppliers, which ultimately would harm consumers. It is our expectation that this deal will receive rigorous scrutiny from federal antitrust enforcers,” he said.

Barons Market, a Southern California-based independent grocer with nine stores, sees the mega-merger as an opportunity to further differentiate, said Rachel Shemirani, SVP of Barons Market, in an emailed statement to a number of media outlets. “A Kroger-Albertsons merger puts independent grocers like Barons Market in a unique position to nurture and cultivate connections with potential shoppers, current customers and the community. Simply put, we do things differently and better than the large grocery stores,” she said.

Shemirani also sees the Kroger-Albertsons deal as an opportunity for independent grocers to attract talent. “When big grocery store chains merge together, these organizations tend to focus on the bottom line rather than their customers and employees,” she said. “As with any merger, layoffs or potential store closures could be on the horizon. So, what do you do when your favorite grocery store closes or your grocery store bestie is laid off? You search for that sense of community elsewhere.” 

Leading natural products retailer Natural Grocers (NYSE: NGVC), which operates 164 stores in 21 states, also sees an opportunity for new shoppers to visit its stores, given the likelihood of store closures in some areas as a result of the Kroger-Albertsons merger. “As many have pointed out, without these companies competing against each other, prices could go up and their stores may close to eliminate redundancy,” the Lakewood, CO-based retailer told Winsight Grocery Business. “Many people will be looking for alternative places to shop for better prices, closer proximity or a better shopping experience. We look at the planned merger between Kroger and Albertsons as an opportunity to reach folks that may not be readily familiar with us. If the merger goes through, this could be a catalyst for some customers to give us a chance. And then it’s up to us to win them over with our high-quality product selection,” the grocer said.

Errol Schweizer, retail consultant and former global grocery director for Whole Foods Market, wrote in Forbes that grocery workers, who faced workplace illness, low pay, erratic schedules and long hours during the Covid-19 pandemic, also face high rates of food insecurity as pay rates have failed to keep up with rising costs of housing, child care and transportation. While Schweizer noted that labor unions have negotiated new contracts with supermarket chains for higher wages and benefits, “a merger may make it tougher for unions; a 2004 grocery strike for better wages in California was squashed once Kroger and Albertsons joined forces against their own employees. Now the combined duo would become the latest private sector unionized employer. And a merger will mean large scale layoffs in redundant white collar jobs, such as office-based marketing, procurement, analytics, digital sales and category management roles,” he wrote.

Indeed, major labor unions throughout the country have spoken out about the proposed merger. According to Reuters, unionized retail workers throughout the U.S. are lobbying regulators about the proposed merger. Four local chapters of the United Food and Commercial Workers (UFCW) International told Reuters they are assessing their options for lobbying and coordinated action against the deal, including potential strikes. The chapters together represent about 100,000 Kroger and Albertsons workers in Colorado, Wyoming, California, Ohio, Maryland, Virginia and Tennessee. "There is no way that this is going to be good for workers," said Maggie Breshears, who works in the pickup department at a Kroger-owned Fred Meyer in Seattle, told Reuters. "I wish they would put their money toward trying to lower prices and increase wages, rather than gobbling up the competition,” she said.

In a statement, Teamsters Union General President Sean O’Brien, said, “The proposed merger between Kroger and Albertsons will have serious implications for the more than 18,000 Teamsters employed at both companies and is another example of why real antitrust reform is needed. Historically, mergers of this magnitude have a negative impact on workers and the public. Less competition almost always means higher prices and fewer choices. We will be monitoring developments as the regulatory process plays out. There are a lot of unanswered questions that need to be addressed. Our concerns are shared among workers, customers, elected officials, shareholders, consumer advocates, and the general public,” he said.

Investor Reaction Mixed
From Wall Street’s perspective, the deal is primarily about Kroger and Albertsons being better positioned to compete with the likes of Walmart and Costco and ultimately Amazon in both brick and mortar and e-commerce business. While not pure grocery sector plays, Walmart, the market leader, is taking steps to expand its grocery business, and Costco, one of the biggest sellers of organic food, as well as conventional food, enjoys the benefit of a loyal membership base.

However, the deal all depends on FTC approval during a time when the agency is more closely scrutinizing corporate mergers. As such, Wall Street response has been a mixed bag, as exemplified by these comments in Supermarket News:

“We are surprised by this development. On paper, there appears to be clear strategic merit. However, we would expect a potential regulatory pushback given overlap in key West Coast states such as California, Washington, etc. As a result, this could add risk to any contemplated merger between these two entities,” Rupesh Parish, a financial analyst with Oppenheimer, told Supermarket News. “Consistent with our initial take, we continue to view regulatory approval as a potential roadblock for a Kroger-Albertsons merger. … Based on our work and incorporating a rational grocery backdrop, the earnings/cash flow accretion could be quite compelling down the road, assuming minimal divestitures. We expect our analysis to be quite fluid amidst an uncertain number of regulatory-related store divestitures, competitive developments, macro headwinds, and our changing assumptions (synergies, intangible amortization, etc.). Given our concerns on the regulatory front at this juncture, we remain focused on Kroger’s prospects as a stand-alone entity.”

Speaking to Supermarket News about the proposed merger, financial analyst Arun Sundaram of CFRA Research said, “The combined company will be one of the largest food retailers in the country and a more formidable competitor to its largest competitor, Walmart. With a combined customer base of 85 million households, Kroger will now have one of the most comprehensive first-party data repositories in the food retail space, which should allow the company to develop a very strong loyalty program and deliver more relevant and personalized promotions to its customers. With the savings realized from cost synergies, Kroger should be able to reduce food prices, raise associate wages and enhance the overall shopping experience for its customers over time. We anticipate Kroger obtaining the necessary regulatory approvals, as Albertsons will divest an estimated 100 to 375 stores prior to the merger, likely in markets where both companies have significant store overlap. Additionally, Kroger will keep its No. 2 market share position behind Walmart. Overall, we view this merger as a win-win for both Kroger and Albertsons shareholders.”

Looking forward, the Kroger-Albertsons deal is as much about boosting scale in data, retail media, personalized marketing, e-commerce and private label, and securing more negotiating power with suppliers, as it is about growing physical stores and warehouses. “Kroger has a huge data set of national consumer behavior data, to which they apply analytics, personalization, and expertise to drive retail media, personalized marketing, and better internal decision making,” Ken Fenyo, president of research and advisory with Corsight Research and former VP of loyalty and digital marketing with Kroger, shared with Jeff Wells, Lead Editor of Grocery Dive. “Data is the real gold in the deal,” Fenyo added.

“If it’s able to merge with Albertsons, Kroger will be able to pull itself within striking distance of the industry behemoths. It also leaves the rest of the country’s grocery chains in the dust, effectively creating a new ‘Big 3’ in the industry,” Wells wrote. There’ll be Walmart, Amazon, Kroger-Albertsons, and then everyone else.”

'Glyphosate Residue Free' Certification Market Jumps 21% as Consumers Demand 'Clean Food' Labeling, Transparency

'Glyphosate Residue Free' Certification Market Jumps 21% as Consumers Demand 'Clean Food' Labeling, Transparency

October 25, 2022

More than 100 brands have been certified by The Detox Project’s Glyphosate Residue Free verification program to ensure their food, beverage, dietary supplement, and personal care products are free of glyphosate residues, driven by rising demand among consumers wanting to minimize exposure to this pervasive weed killer.

FOR IMMEDIATE RELEASE

BOULDER, CO — As more health-conscious consumers seek to avoid toxic chemicals and pesticides in their foods, The Detox Project reported the “Glyphosate Residue Free” (GRF) certification market grew more than 20% in the past year to nearly $800 million, with a growing number of companies seeing the value of displaying the certification seal on their products. 

Third-party, independent data from leading natural and organic products industry market research firm SPINS, revealed that the Glyphosate Residue Free certification market reached USD $778 million in Q3 of 2022, an increase of 21.2% YoY. Glyphosate Residue Free certification is now one of the fastest growing certification programs in the U.S. and the world. The certification verifies that a specific food, dietary supplement, or personal care product does not contain glyphosate residues.

“It’s getting increasing tough for consumers to decipher what products are truly healthy in the market. Certifications like Glyphosate Residue Free give them peace of mind that the products they certify are clean and safe for consumers and their families. That trust and assurance is proven in the growth and impact in sales for products that carry the Glyphosate Residue Free Certification,” says Megan Mahon, SPINS Product Intelligence Partnerships Program Manager.

Glyphosate is one of the world’s most widely used pesticides, applied primarily as an herbicide and often also as a pre-harvest drying aid in major crops such as oats, wheat, and pulses. Outside of agriculture it is widely used as a weed killer for parks and gardens in products such as Roundup. As consumers become aware of the dangers of glyphosate contamination in their food supply, many are turning to the GRF certification seal for peace of mind as they choose their groceries. 

Leading Brands Display the Glyphosate Residue Free Certification Seal
Responding to consumer concerns over glyphosate, leading natural, organic and specialty brands such as Oatly, Chobani, Califia Farms, MegaFood, Chosen Foods, Puris, Uncle Matt’s Organic, Jovial Foods and Nutiva are amongst the more than 100 brands that have certified some or all their products as Glyphosate Residue Free (GRF). The American e-commerce membership-based retailer Thrive Market has also thrown its support behind the GRF certification.

“Natural brands in food, personal care and supplements are taking notice because the Glyphosate Residue Free seal is beginning to gain traction in retail buying circles,” said Henry Rowlands, Executive Director of The Detox Project. “The Glyphosate Residue Free certification program is our most important work because it brings widespread awareness of this toxic chemical that has been proven harmful to both humans and the environment. I am thrilled to see the increase in companies using the certification and happy to know that consumers have this information to use when choosing groceries for their families.”

Glyphosate has been a major topic on social media and in the mainstream media over the past few years with three focal points creating quite a stir:

A Working Group of 17 experts from 11 countries met at the International Agency for Research on Cancer (IARC) on March 3-10, 2015, to review the available published scientific evidence and evaluate the carcinogenicity of five organophosphate insecticides and herbicides: diazinon, glyphosate, malathion, parathion, and tetrachlorvinphos. The review led to IARC classifying glyphosate as “probably carcinogenic to humans.”

In 2020, Bayer agreed to pay more than $10 billion to settle cancer suits that were bought against the company due to the fact that their glyphosate-based herbicide Roundup causes Non-Hodgkin’s Lymphoma.

Multiple recent studies have shown that glyphosate-based herbicides are causing massive damage to pollinators, which are the backbone of the global food supply.

Consumers have been paying close attention and the interest in avoiding this toxic chemical is only set to grow. Businesses and brands wishing to learn more about, and to participate in, the Glyphosate Residue Free Certification Program, please visit the Detox Project or contact info@detoxproject.org.

About the Glyphosate Residue Free Certification Program
Glyphosate Residue Free certification verifies that a specific food, supplement or beauty product does not contain the world’s most used herbicide. Glyphosate Residue Free certification is one of the fastest growing certifications in the U.S. and around the world. You can find the brands and the products that are already certified here. A third-party ISO 17025 accredited laboratory regularly tests certified products to make sure they do not contain glyphosate residues. To be certified Glyphosate Residue Free, products must have no glyphosate residues down to government-recognized limits of detection (LODs) for food, commodity, and supplement samples (usually 0.01 ppm), and lower levels than default government Maximum Residue Limits (MRLs) in the European Union and Japan.

For more information, visit The Detox Project website at www.detoxproject.org or contact info@detoxproject.org. Follow The Detox Project and the Glyphosate Residue Free Certification Program on Instagram, Facebook, Twitter and LinkedIn.

Learn More
”What Does It Mean for Food to Have a ‘Glyphosate Residue Free’ Label?” by Martha Stewart Magazine

“Weedkiller Ingredient Tied to Cancer Found in 80% of U.S. Urine Samples” by The Guardian

“Avoiding Toxins In Our Food: Be Informed” by The Union

“The Poison in Our Daily Bread: Glyphosate Contamination Widespread in Essential Foods” by The Detox Project

“New Report Alleges ‘Mass Contamination’ of Foods from Use of Glyphosate to Dry Crops” by Food Navigator-USA

“The Detox Project Becomes Signing Node for Most Sustainable Blockchain in the World” by Medium

Media Contacts
Steve Hoffman, Compass Natural Marketing, steve@compassnaturalmarketing.com, tel 303.807.1042

Henry Rowlands, The Detox Project, info@detoxproject.org

Policy, Politics and the Natural Products Industry – Colorado Gov. Jared Polis on Compass Coffee Talk, Nov. 16, 11:30 am EST

Policy, Politics and the Natural Products Industry – Colorado Governor Jared Polis on the Next Episode of Compass Coffee Talk, Nov. 16, 2022, 11:30 am EST

October 4, 2022

Leading podcast Compass Coffee Talk on Wednesday, November 16, 2022, 11:30 am Eastern Standard Time, welcomes Colorado Governor Jared Polis, a longtime advocate for organic and regenerative food and agriculture, for a discussion of his and the state’s support for entrepreneurship, the natural products industry and sustainable business.

What: Compass Coffee Talk™️
When: Wednesday, Nov. 16, 2022, 8:30 am PST; 9:30 am MST; 10:30 am CST; 11:30 am EST
Where: ZOOM, Admission Is Free
Presented by: Compass Natural, Connecting Media and Markets in Natural and Organic Products
Sponsored By: INFRA, Presence Marketing, Naturally Boulder, Naturally New York and Naturally San Diego

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Colorado Governor Jared Polis

About Governor Jared Polis
Prior to being elected Governor in 2018, Jared Polis began his career as an entrepreneur. While still in college, he co-founded American Information Systems, an internet access provider that was sold in 1998. In 1996, he co-founded one of the first Internet greeting card websites, bluemountain.com, which was sold in 1999 for $780 million in cash and stock.

As a public servant, Jared has brought a unique business perspective to his role as a policymaker. Before beginning his term in 2019 as the state’s 43rd governor, Polis launched and ran several successful companies, founded schools for at-risk students and new immigrants, served from 2001 to 2007 on the State Board of Education; he also served five terms in the U.S. House of Representatives for Colorado’s 2nd Congressional District from 2009 to 2019. As governor, Polis has been a practical leader guiding the state through the pandemic. He is a dedicated advocate for the state’s economy, communities and environment, and is a strong proponent of the state’s burgeoning natural products industry, the cannabis and hemp industry, and climate-resilient, regenerative agriculture.

Governor Polis has appeared and spoken at a number of conferences and events focused on natural and organic products business, including for Naturally Boulder, and he has been featured as a keynote speaker at the annual NoCo Hemp Expo. He has long been a supporter of hemp, announcing in summer 2021, upon implementation of the state hemp plan, that “Colorado is the undisputed leader in the cannabis industry, and our hemp plan is a model for the country.”

Polis further noted: “Hemp is a versatile crop, an economic engine that supports jobs and our agriculture industry. We look forward to seeing how hemp can be further developed for fuel, food, and other uses while being a source of revenue for family farms.”

Just recently, the state’s Department of Agriculture awarded over $600,000 in hemp processing grants to several Colorado hemp businesses in an effort to further support and innovate the fast-growing sector.

Governor Polis is also leading the way in his support for renewable energy adoption and water conservation throughout Colorado. He has set a goal of 100% renewable energy for the state by the year 2040. Polis is focused on electrifying cars, buses and trucks for cleaner air and better public health, as well as on reducing greenhouse gas emissions from a top polluting sector. Colorado has already taken steps to move to electric public vehicles. 

In August, Polis signed House Bill 22-1301, which will use hydroponic indoor farming for controlled environment growing year-round in Colorado, using less water than traditional agriculture. Governor Polis said upon signing the bill that he had seen the future of agriculture and “it’s a more sustainable future, which it has to be when we’re having these tough discussions about the Colorado River Compact and the changing nature of water in the West.”

“We are particularly excited about hosting Governor Polis on Compass Coffee Talk. It’s our final episode of the 2022 season, and we’re grateful for the support of such distinguished guests as Governor Polis, our sponsors, and our viewers and listeners,” said Steven Hoffman, Managing Director of Compass Natural and co-host of Compass Coffee Talk. Hoffman also served on Governor Polis’ Inaugural Planning Committee in December 2018, helping to select candidates for cabinet-level positions. 

Register Here for Compass Coffee Talk with Governor Jared Polis
Register here to participate in the upcoming Compass Coffee Talk, Wednesday, Nov. 16, 2022, 11:30 am – Noon EST.

About Compass Coffee Talk™️
Compass Coffee Talk™ features lively interactive conversations with industry leaders and experts designed to help guide entrepreneurs and businesses of all sizes to succeed in the marketplace. Hosted by natural and organic products industry veterans Bill Capsalis and Steven Hoffman, Compass Coffee Talk is produced by Compass Natural Marketing, a leading public relations, branding, and business development agency serving the natural and organic products industry.

Previous Episodes of Compass Coffee Talk
View the entire library of Compass Coffee Talk episodes on YouTube. Co-hosted by natural products industry veterans Steven Hoffman and Bill Capsalis, Compass Coffee Talk has featured notable professionals such as John Mackey, CEO and Co-Founder, Whole Foods Market; Miyoko Schinner, CEO and Founder, Miyoko’s Kitchen; John Foraker, CEO of Once Upon a Farm; Emerald-Jane Hunter, Founder of the MyWhy Agency; Heather Terry, CEO of GoodSAM; Milton Zimmerman, Executive Vice President, Presence Marketing; and more.

Once Upon a Farm: Q&A With John Foraker

Once Upon a Farm: Q&A With John Foraker

By Steven Hoffman

John Foraker, CEO and co-founder of organic baby food company Once Upon a Farm, and former CEO of Annie's Inc., has been building national organic brands since the mid-1990s. An accessible business leader, he has served as an advisor to numerous emerging brands, and remains one of the industry's top advocates for organic. John recently shared his views during a Q&A session on business, organics, entrepreneurship, and today's market climate on the popular podcast Compass Coffee Talk, produced by Compass Natural and sponsored by Presence Marketing. Read on to learn more about John’s thoughts on today’s natural and organic products marketplace, how his company is navigating today’s economic climate, and how his perspectives can help your business.

Q:  What inspired you to get involved in the organic food industry?
Before getting involved in natural and organic foods, I was a banker and worked about seven years in commercial corporate lending in the wine industry. I became super interested in brands as a result of that work, and I wanted to transition out of banking. So I went to a business school in Berkeley. While there, I got involved in a food startup between first and second year, and that's kind of where my attachment to food came. I come from an agricultural community and my family grew rice in the northern Sacramento valley. So I was always connected to food.

It was the early 1990s, and my son, who's now 30, was turning about four or five, something like that. He was young, and I came home one day and my wife had a separate shelf in the refrigerator and there were these beautiful strawberries on one shelf and then some good looking strawberries on the other. And I reached for the more beautiful ones and my wife said, “Oh no, no, those are the organic ones. Those are not for you; those are for Jack.” 

And so I'm like, “Wait a second!” And it was at a time when organic products were still being sold in small natural food stores and independents. And then there was the specialty food business, such as Neman Marcus, Williams Sonoma, Fresh Fields, and others doing super specialty stuff, and to a lesser degree, healthy products. Those two worlds were so obviously colliding with each other — organic and better food. That led me to become interested in it from just a consumer standpoint and seeing the audience that was coming in, and also the business opportunity around it. I got involved in the space in my first startup in about 1994, and that led to an investment in Annies in 1999, and then there was the run with Annie’s.

John Foraker

Q:  Baby food is often a gateway for families to discover the benefits of organic food. Can you talk about Once Upon a Farm and its commitment to organic and child nutrition?
Once Upon a Farm is committed to elevating child nutrition. The company was started in 2015 by Cassandra Curtis and Ari Raz in San Diego. Cassandra was trying to solve her own problems: she wanted better baby food for her kids. When she’d go into the grocery store, she didn’t like all the shelf-stable products that were there. So, she developed the first fresh baby food…and we brought it to market. I became an investor in 2016 and in 2017, they invited Jennifer Garner and me to come in as co-founders and take it to the next level. Not only have we brought it to the baby space, but we’ve been able to elevate it to kids ages one through seven. And it's turned into a pretty significant brand now, available in about 12,000 stores in North America. We're in Target, Kroger and the like, but, also, we have a significant business at Whole Foods Market and Sprouts Farmers Market. And also, the independent natural products retailers and co-ops are incredibly important to us. In fact, we really started there. Our products are well positioned for the independent channel, and we love it, so go support those retailers when you can; they’re doing a great job with our products.

The way I think about it in my own space is that I spent 17 years at Annie’s, and Annie's was a brand that really helped mainstream organic. We were not the only one, of course — there were other organic brands leading the way, too — but we were one of those brands that helped bring organic out of that spot at the back of the store and into the mainstream aisles. Also, at Annie’s, we focused on kids and kid nutrition, and we did it mostly in dry products. We worked hard to elevate the nutrition in those products and to have less sodium and obviously, none of the fake stuff, such as artificial colors and flavors. Plus, we were focused on organic to a great degree. Yet, it was hard to elevate the nutritional component the way I wanted to. 

So, when the opportunity came to get involved in Once Upon a Farm, I jumped on board, because fresh is obviously a big thing on parents’ minds. And there was this technology out there, HPP high pressure processing pasteurization, which basically uses pressure instead of heat to take these wonderful fresh fruits and veggies, blend them all together, and never getting over 40 degrees using pressure to knock back any harmful bacteria and give you a little bit of shelf life. As a result, what's so amazing about our products is the flavor and the color and the texture and the phytonutrients, and all the things that don't get beat down when you process with heat. Everything we do right now is refrigerated, with relatively short shelf life. By the time it gets to retail, it's got 30 to 60 days on it. I had to learn a lot, as a cold supply chain is a lot more of a challenge than what I worked with at Annie's. When the four of us originally got together, Jennifer, Ari, Cassandra and me, we said, okay, “How are we going to bust this out?” The hard thing is, you're selling baby food and where do you put it in the store? There are no coolers in the baby aisle. We had to figure that out; we were creating a new category, which is fun but hard.

Q:  How is your company managing supply chain, labor and inflation issues?
We're not immune from inflation. It's been endemic in everyone’s supply chain. The conversation we've been having in the organic industry is that the base of agricultural acres in the U.S. is still is very, very low. Yet, consumer demand for organic has been increasing significantly year after year and the industry's gotten bigger and bigger. So, the pandemic and the shifts in consumer behavior just put more and more pressure on that. What it's done for companies like us is we have to spend a lot more time focusing on where stuff's coming from in the next two years, not just right now, and developing supply relationships and adding growers to our network. It's a nonstop effort.

We were able to go through the pandemic and still fill our order rates in the 98-99% range, which is slightly miraculous, because it was really difficult and we've had to carry a lot more inventory. We source a lot of ingredients from the tropics, so I'd say about half comes from Mexico down to South America, and half of it comes from domestic producers. We've had to stuff warehouses with frozen IQF (individually quick frozen), high quality ingredients throughout this time. I believe we have 28 different warehouses across the country right now, just filled with materials to stay ahead of all the uncertainty that you have to deal with in the supply chain. Now, shipping has moderated and fuel surcharges have come down quite a bit. Some of the shipping lanes have gotten less expensive. However, there is still a shortage of labor and truckers. They are getting premiums, so I wouldn't say it's come way off, but it’s definitely come off its peaks. But, it's still significantly higher to ship in most places than it was a couple years ago. No doubt.

One of the biggest changes we made is we went almost entirely remote at the beginning of the pandemic because of the lockdowns. We had a corporate headquarters in Berkeley, CA, and we were headquarter centric, like many traditional companies. We adopted lots of tools to figure out how to do better remotely and work with each other that way. And then about six months in, we made the decision to do that permanently, and we've grown significantly. We've more than doubled the number of employees since then, and our mantra has been that we're going to hire the best talent wherever it is. We have people all over the country now. We’ve also figured out how to work it in the plants, though there are still labor challenges. Obviously, at the beginning of pandemic, the priority was working with the manufacturers to keep everybody safe, make sure that we had enough capacity, etc. It was really difficult, but that's moderated, and it’s gotten quite a bit easier. Still, it’s more expensive because we're having and wanting to pay a premium to get people who are going to stick around and be with us for a long time. But, that part at least has gotten a little more predictable.

Q:  When you made the decision to go remote, how did your workforce respond in terms of loyalty and commitment? It's a looming question for many business leaders in keeping their workforce together and motivated. How do you do that when you're remote — have you learned any tricks?
I’d say we're on a learning journey. We haven't been doing this long enough to know, but I'll say a few principles. One is we've adopted technology to help us stay closer than we would otherwise. So we're a really strong Slack-using company. We use Slack for everything and that's helped because it can help emulate the visibility you get by walking through the office and talking to somebody on the right and the left that are different functionals and being able to see. That helps a little bit, and we've been focused on lots and lots of communication — communication about what the business is doing, how it's doing. Every week I write something that goes to our board and all of our employees. Also, we conduct monthly company meetings online that we spend a lot of time thinking about.

Then the piece that we're still evolving, that I think is a core part of it, is we're talking about bringing everybody together at least two times a year, which is expensive. But when you think about, we don't have a real big office lease, so there are trade offs, right? Also, our company leadership is going out into the market and saying, “Hey, the marketing team's going to go to Denver for four days and visit with our partners there. So that's the kind of stuff we're doing, and so far, it's worked really well. I mean, our engagement's very high.

We have incredible employees, but I still do worry. Like, is there an end point to that? Do you start to get diminishing returns from it? I will say that as a general rule, our employees love it. They love the culture of flexibility and being close to home and being able to organize their work around their life in ways that are a lot more flexible than they were before. And so there's a lot of things they love about it, but as business leaders, engagement is the part that we all have to be concerned about, right?

Q:  What's your outlook on the future for organic and regenerative food and agriculture?
We’ve been growing and scrambling so fast the last few years just to buy high quality organic ingredients and deal with economic conditions that honestly we haven’t had the chance to drill down to the next level like regenerative organic agriculture, but it is something we want to focus on in the future. The fundamentals around organic are incredibly strong and are continuing as the generation of Millennial households that came into parenthood when I was at Annie's care a lot more about where their food comes from and the transparency around it. When Annie’s was going into retailers, we knew there was a tsunami of consumer coming who are going to be interested in organic and clean food, and that for sure happened, and it’s continuing. So, I think the future is very bright from a demand side. I think the place where it gets more challenging is the supply side. And are we doing enough in public policy, through agriculture programs and the USDA to encourage organic transitions and support organic farmers and the economics required to make that a viable, lifelong pursuit. I think that's going to continue to be the challenge for the next decade: can supply keep up with demand?

Q:  Are you innovating any new things going forward that you could share with our audience?
We have a lot going on in the innovation space. You know, you need to work on innovation a couple years before…easily, a couple years before you make it big. I can't really reveal any of that now, but I will say one thing that's pretty exciting. My first instinct when I came to Once Upon a Farm was that we were going to grow the fresh baby food business by building out coolers in retail. We started working on that but found it was difficult. We had to learn a lot. We ended up building the brand largely in refrigerated areas of the store where products such as yogurt and fresh snacking are. Today, that's a significant part of the business. Now, however, we never gave up on that ambition. We've been working hard for three years and have some pretty amazing things happening there. Over the next couple of years, you're going to see thousands of baby coolers in retail stores in the U.S. Freshpet did it in pet food, which is pretty unbelievable, and it always amazed me that nobody had done that in baby food, so we will.

Q:  What counsel can you offer for brands trying to break into the natural and organic channel right now?
It is a very challenging time, maybe a more challenging time than ever. But I'll also say it's always been challenging. To succeed, build a network around you; reach out to people that can give you good advice and help. Learn from your peers. I had great mentors when I started my first company and have always been of the mindset that I wanted to pay that forward and be available for other people, which is why I'm pretty available. There's also a sense of humility that comes with that. I've been in this industry for a long time and have made many mistakes. I've learned a lot, but still don't know crap. That's my view. Frankly, I think I learn as much from entrepreneurs I engage with and help as they learn from me. I'm constantly looking for that too. It can be mutually beneficial to engage with really smart people who are passionate about starting something. The emergence in the last decade of digital marketing as an art and a practice is a great example of that. The scrappy ways that small entrepreneur companies grow have really opened the eyes of lots of people. And I've learned a lot from that. It’s hard, yes, but there are lots of good resources out there. There are lots of good books to read. Get involved in the Naturally Network or one of its regional chapters in Austin, Bay Area, Boulder, Chicago, Los Angeles, Minnesota, New York, North Bay, and San Diego. I wish that organization was around in 1994 when I was starting out. Learn from the people involved in that network and you'll avoid a lot of mistakes, if you just talk to people who have been around for a while. Because a lot of the same mistakes are repeated, you know, in the space. The talent that's in this industry now is just unbelievable. Every time I run into these entrepreneurs coming in, I just shake my head going, “it’s unbelievable.” We're pulling in the talent that used to go to the consultants and the investment banks and larger corporations, and it's fantastic. 

This article was originally published in Presence Marketing’s October 2022 newsletter.

Conserving Music, Art, Culture and the Natural World: JAMBAR® Signs On as Peak Sponsor of the Sound Summit Festival, Oct. 22, 2022, at Mt. Tamalpais State Park

FOR IMMEDIATE RELEASE

Conserving Music, Art, Culture and the Natural World – JAMBAR® Signs On as Peak Sponsor of the Sound Summit Festival, Held October 22 at Mt. Tamalpais State Park

JAMBAR®, Maker of Artisan Organic Energy Bars, Will Serve as the Peak Sponsor of Marin County’s Annual Sound Summit Festival, October 22, 2022, Supporting Community, the Environment and Conservation of Mount Tamalpais State Park in Marin County, California.

SAN RAFAEL, Calif. (October 18, 2022) — JAMBAR®, maker of artisan organic energy bars and based in San Rafael, Calif., has signed on as this year’s “Peak Sponsor” of the 2022 Sound Summit Music Festival, produced as an annual celebration of Mount Tamalpais State Park by the Roots & Branches Conservancy.

The much anticipated annual event, featuring leading music acts including The War on Drugs, Faye Webster, Fruit Bats and Wreckless Strangers, takes place on Oct. 22, 2022, at the historic Mountain Theater (aka Sidney B. Cushing Memorial Amphitheater), situated on the slopes of Mount Tamalpais in Marin County, California.

Photo courtesy of Tom Dellinger, Sound Summit Festival

Beloved by generations, Mount Tamalpais, or Mount Tam, is a treasure of the local landscape and the San Francisco Bay Area community. Named as an intentional double entendre, the Sound Summit has raised more than $250,000 to date to benefit the conservation of Mount Tamalpais State Park.  

Past Sound Summit events have featured such performers as Wilco, Bob Weir & Phil Lesh, Tedeschi Trucks Band, Herbie Hancock, Jim James, Grace Potter, Lukas Nelson & Promise of the Real, Father John Misty, Dr. John & The Night Trippers, Los Lobos, Bill Frisell, Preservation Hall Jazz Band, Nikki Lane, Allah-Las, Vetiver, The Mother Hips, The Stone Foxes, Cha Wa, Con Brio, and more. 

For information about this year’s Sound Summit festival, visit www.soundsummit.net. 

Jennifer Maxwell, founder and CEO of JAMBAR®

Transformed by Music, Organic Food and the Legacy of PowerBar®
JAMBAR, a woman-owned company, was founded by Jennifer Maxwell, an athlete, food and nutrition scientist and a musician, who, along with her late husband Brian, in 1985 created the original PowerBar®.

Back then, living in a small apartment in Berkeley and inventing the original PowerBar® in their kitchen, Jennifer and Brian had no idea they were launching the entire energy bar category. They successfully sold the PowerBar business in 2000. Today, the energy bar category, valued at nearly $5 billion globally, is one of the most vibrant product sections in any retail food store. 

Now, inspired by her family and the continuation of her and Brian’s mission of innovation, quality and nutrition — combined with Jennifer’s love of music, active living and organic food and farming — Jennifer is back with a product for a new generation of healthy consumers: JAMBAR, a premium-quality artisan organic energy bar that delivers great taste and nutrition. 

Using only certified organic, whole food ingredients, JAMBARs are crafted in the company’s own, state-of-the-art manufacturing facility. Made with organic ancient grains, berries, nuts, premium chocolate, proteins from sunflowers and organic dairy, and real maple syrup, juices and honey as sweeteners, JAMBAR, available in four flavors, delivers a convenient, incredibly tasty bar you can take anywhere.  

“We are very pleased and honored to partner with the 2022 Sound Summit and the Roots & Branches Conservancy,” said Jennifer. “Mount Tamalpais is very important to me; I grew up in the area, and Brian and I were married on Mount Tam. Music, too, has become important in my life and a huge emphasis for the company,” said Jennifer. “It’s why our slogan is ‘Get Your JAM On®,’” she added.

“We feel that JAMBAR’s goals and passions, both within and beyond our local community, align perfectly with our own,” says Michael Nash, Executive Producer of the Sound Summit and Board President of Roots & Branches. “In that sense, we find them to be an organic partner in every sense of the word and feel fortunate having them aboard to lend a caring hand to our creative endeavor.” 

With 50% of profits benefitting music, community and active lifestyles, JAMBAR supports a number of causes including the California Jazz Conservatory, Bread and Roses, Positive Coaching Alliance, Marin County Bicycle Coalition and more. Visit here to learn more about JAMBAR’s philanthropic mission and the organizations the company supports. 

JAMBAR® Is Available in These Certified Organic, Musical Flavors: 

· Chocolate Cha Cha — Find your rhythm with a luscious blend of premium Guittard chocolate, real food ingredients and organic ancient grains. Dancing on the edge of decadence, it’s a bar to make brownies jealous! Fair Trade Certified, non-GMO and gluten free, Chocolate Cha Cha delivers 10g of protein per serving. 

· Malt Nut Melody — Peanut and maple malted magic mixed with a touch of sesame and vanilla for an amazing medley of flavors, Malt Nut Medley is non-GMO, with 10g of protein per serving. 

· Jammin’ Jazzleberry — A jazzy combo of strawberries, blueberries, raspberries and blackberries, it’s “berry” delicious and vegan, gluten free and contains 10g of plant-based protein per serving. 

· Musical Mango — Energy goes exotic with delicious mango and a blend of ancient whole grains. The Musical Mango bar is vegan, gluten free and contains 10g of plant-based protein per serving. 

JAMBARs are available online at JAMBAR.com, on Amazon.com, and also at leading natural food and specialty stores including Good Earth Natural Foods, United Market, Scotty’s Market and more. Follow us on Facebook and Instagram. 

For wholesale inquiries, contact jammin@jambar.com, tel 877-JAMBARZ 

Media Contacts 
Steven Hoffman, Compass Natural, steve@compassnatural.com, tel 303.807.1042
Debbie Pfeifer, JAMBAR, pfeiferworks@gmail.com

Natural Foods CPG Entrepreneur Moves to Empower Farmers – GoodSAM’s Heather Terry Joins Compass Coffee Talk, Oct. 19, 2022, 11:30 am ET

Natural Foods CPG Entrepreneur Moves to Empower Farmers –  GoodSAM’s Heather Terry Joins Compass Coffee Talk,
Oct. 19, 2022, 11:30 am et

LEADING PODCAST COMPASS COFFEE TALK WELCOMES HEATHER TERRY, FOUNDER AND CEO OF GOODSAM FOODS, FOR A DISCUSSION OF REGENERATIVE AGRICULTURE, THE IMPORTANCE OF SUPPORTING FARMERS, DIRECT TRADE, AND HIGH STANDARDS FOR COFFEE AND CHOCOLATE

WEDNESDAY, OCT. 19, 2022, 11:30 am ET

ZOOM, Admission Is Free

Heather Terry, founder and CEO of GoodSAM Foods

Compass Coffee Talk™ continues its live webinar series for entrepreneurs and business leaders in the natural, organic and sustainable products industry by welcoming Heather Terry, founder and CEO of GoodSAM Foods, a public benefit corporation and a rapidly growing brand in the natural and organic products channel. 

In the popular podcast, hosted by natural products veterans Steven Hoffman and Bill Capsalis, Heather will share how GoodSAM is “doing well by doing good,” leading the way in regenerative agriculture and consciously sourced consumer products, with vertically integrated product lines in coffee and chocolate sourced from sustainable partner farms. 

Heather brings a career’s worth of experience to the GoodSAM venture, with a mix of entrepreneurial forays, such as NibMor Chocolate, and work as a consultant who grew many natural beauty product brands such as S.W. Basics, Pulp Pantry and Organic Bath Company, among others. 

Today, Heather is focused on working with farmers to ensure they are paid fairly and the material is ethically sourced for all of GoodSAM’s direct trade products.

“It seems small, picking up snacks or coffee for your everyday, but when you buy those things from GoodSAM, you are doing so much more,” states Heather on the GoodSAM website (www.goodsamfoods.com). “You are enjoying a high quality product with health benefits, you are paying farmers and families a living wage, you are contributing to reversing climate change because of our and our partners’ sustainability practices. It’s all circular and it is the reason I love getting up in the morning to do my job.” 

“Certain individuals make a big difference, and they influence and inspire others with not only good business sense, but also a strong sense of mission, leadership and service. Heather Terry is one of those people. Tune in to learn more about Heather and how her story can apply to the success of your business,” said Steven Hoffman, managing director of Compass Natural and co-host and producer of Compass Coffee Talk.

Register here for Compass Coffee Talk with Heather Terry
Register here to participate in the upcoming Compass Coffee Talk, Wednesday, Oct. 19, 2022, 11:30 am – noon ET

About Heather Terry
Heather Terry is the founder and CEO of GoodSAM Foods, a public benefit corporation (PBC). She has been a CPG mentor and an angel investor and is the author of From Broadway to Wall Street. In addition, she is a partner and the former chief strategy officer of BeyondBrands, a leading consulting agency focused on natural products. For more than a decade, Heather has been immersed in the consumer-packaged goods vertical, first as the co-founder of NibMor Chocolate. She also has worked to expand popular clean beauty and wellness brands, including S.W. Basics, Pulp Pantry and Organic Bath Company. She has secured for her wellness clients coveted spots on the shelves of national retailers such as Whole Foods Market and Target. She has also been featured at WELL Insiders, WELL Summit, The Wild Rose Collective, the Rising Women Conference, Loyola University, Good Housekeeping’s Raise the Green Bar Summit and the Regenerative Rising Summit.

Heather is a graduate of the International Culinary Center in New York and received an MFA from Rutgers University. She is pursuing a degree in permaculture and is passionate about direct trade and regenerative agriculture.

About Compass Coffee Talk™
Take a 30-minute virtual coffee break with Compass Coffee Talk™. Hosted by natural industry veterans Bill Capsalis and Steve Hoffman, Coffee Talk features lively interactive conversations with industry leaders and experts designed to help guide entrepreneurs and businesses of any size succeed in the market for natural, organic, regenerative, hemp-derived and other eco-friendly products.

Compass Coffee Talk™ is produced by Compass Natural Marketing, a leading PR, branding and business development agency serving the natural and organic products industry. Learn more.

VIEW OUR PAST COMPASS COFFEE TALK EPISODES ON YOUTUBE.

Get Your JAM On! Introducing JAMBAR, the Organic Energy Bar on a Mission

FOR IMMEDIATE RELEASE

Jennifer Maxwell, Founder of PowerBar® and Inventor of the Energy Bar Category, Is Back with the Launch of JAMBAR®, Organic Artisan Energy Bars with 50% of Profits Benefitting Music, Communities and Active Living.

SAN RAFAEL, Calif. (September 6, 2022) — When Jennifer Maxwell and her late husband Brian created the original PowerBar® in their kitchen in 1985, they had no idea they were launching the entire energy bar category. Today, that category, valued at nearly $5 billion globally, is one of the most vibrant product sections in any retail food store.

Now, inspired by her family and the continuation of her and Brian’s lasting mission of innovation, quality and nutrition — combined with a love of music and organic food and farming — Jennifer is back with a product for a new generation of healthy lifestyle consumers: JAMBAR, an artisan energy bar made with all organic ingredients, high quality protein and fiber. 

Using only certified organic, whole food ingredients, JAMBARs are crafted in small batches in the company’s own facility by a team of dedicated employees who share the company’s mission. Using organic ancient grains, berries, nuts, premium chocolate, proteins from sunflowers and organic dairy, and real syrup, juices and honey as sweeteners, JAMBAR delivers a convenient, incredibly tasty bar you can take anywhere.

“That’s the beauty of real food,” said Maxwell. “JAMBAR is pure, natural and organic from the get-go. Every ingredient in our energy bar you could eat right off a spoon. But if you’re too busy to carry a spoon, that’s where JAMBAR comes in,” she said.

JAMBAR donates 50% of all after-tax profits to support music, active living and community connections. Using a donor-advised fund managed by the Marin Community Foundation, these proceeds will be provided directly to qualified nonprofits doing amazing work in these fields, Maxwell noted.

“Partnering with the Marin Community Foundation in this venture allows JAMBAR to focus on delivering the best products, knowing that the administrative and financial aspects of our nonprofit support are being handled by an expert team,” said Maxwell. 

The causes JAMBAR supports include the California Jazz Conservatory, Bread and Roses, Positive Coaching Alliance, Marin County Bicycle Coalition and other organizations. Visit here to learn more about JAMBAR’s philanthropic mission and the organizations the company supports.

A Legacy of Athletics, Entrepreneurship, Music … and the Grateful Dead
A long-distance runner since the age of 13, Jennifer studied food science, nutrition and exercise physiology at U.C. Berkeley, where she met her husband Brian. After developing the original PowerBar® energy bar recipe in 1985, together Jennifer and Brian began building the business from a small apartment they shared, growing the company to more than $150 million in annual sales before they decided to sell the company in 2000 to Nestle. When Brian passed away unexpectedly in 2004 at age 51, Jennifer focused on raising her six children. She discovered the healing power of music and learned to play the drums. Today, in her free time, she performs regularly in two bands in the San Francisco Bay Area.

“Music was transformative for me. Brian passed away in 2004, and I was raising the kids — my youngest was seven months old in 2004, and my other children were four, seven, nine, 12 and 14. In the beginning, it was a struggle. I had always had athletics, but after Brian died, that part of me died. I still ran, but not like I did before. Music came into my life. It just appeared, particularly the drums. Drums are all about rhythm and timing. It was a continuation of the cadence, of the pulse of running,” Maxwell told Marin Magazine.

But the food scientist and entrepreneurial drive never really left her, and in 2016, Jennifer set about crafting the next generation of energy bars with the cleanest label possible. 

“When JAMBAR started, I was talking about energy bars with my daughter, and how I didn’t like anything out there. The bars on the market weren’t bad, but there weren’t any that I felt good about eating. I wanted more natural sweeteners — no brown rice syrup or tapioca syrup. And dates are too sweet. I wanted more whole foods, not just dried fruit, and I wanted to eat organic,” Maxwell shared.

And that is exactly the product line she created with JAMBAR. 

“Our slogan is ‘Get Your JAM On,’ as music is a huge emphasis for us,” Maxwell said.

And the Grateful Dead connection? “We completely gutted and rebuilt a building in San Rafael that once served as a recording studio for the Grateful Dead. However, we found and preserved a small mural that was painted on a wall by none other than Jerry Garcia! Another, larger mural we saved was painted by Rick Griffin, who illustrated concert posters and album covers for the Grateful Dead and many other well-known bands. You can still see their artwork when you visit us today,” Maxwell added.

JAMBAR Is Available in These Certified Organic Flavors:

• Chocolate Cha Cha — Find your rhythm with a luscious blend of premium Guittard chocolate, real food ingredients and organic ancient grains. Dancing on the edge of decadence, it’s a bar to make brownies jealous! Fair Trade Certified, non-GMO and gluten free, Chocolate Cha Cha delivers 10g of protein per serving.

• Malt Nut Melody — Peanut and maple malted magic mixed with a touch of sesame and vanilla for an amazing medley of flavors, Malt Nut Medley is non-GMO, with 10g of protein per serving.

• Jammin’ Jazzleberry — A jazzy combo of strawberries, blueberries, raspberries and blackberries, it’s “berry” delicious and vegan, gluten free and contains 10g of plant-based protein per serving.

• Musical Mango — Energy goes exotic with delicious mango and a blend of ancient whole grains. The Musical Mango bar is vegan, gluten free and contains 10g of plant-based protein per serving.

JAMBARs are available online at JAMBAR.com, on Amazon.com, and also at leading natural food and specialty stores including Good Earth Natural Foods, United Market, Scotty’s Market and more. Follow us on Facebook and Instagram.

For wholesale inquiries, contact jammin@jambar.com, tel 877-JAMBARZ.

Media Contacts
Steven Hoffman, Compass Natural, steve@compassnatural.com, tel 303.807.1042

Debbie Pfeifer, JAMBAR, pfeiferworks@gmail.com

How to Build Your Brand with Social Media Influencers

How to Build Your Brand with Social Media Influencers

By Steven Hoffman

Editor’s Note: This article was originally published in the September 2022 edition of Presence Marketing News

With the explosive growth of social media, working with influencers is no longer an option for consumer products marketers, but rather an essential component of any modern-day marketing strategy.

Building word of mouth by collaborating with influencers on such social media sites as Instagram, TikTok and Facebook is particularly important for sellers of natural, organic, nutritional, eco-friendly and wellness brands where storytelling, education and product recommendations from a trusted source helps build trial, sales and loyalty among consumers.

Working with Presence Marketing, we interviewed a few brand leaders about their social media strategies. Here, in their own words, they share some helpful tips and insights for small and large brands alike on how to build your brand with social media influencers.

Rebecca Morgan, Marketing Director, Fresh Hemp Foods Ltd. / Tilray Wellness / Manitoba Harvest:
Influencers and content creators are an integral part of our community at Manitoba Harvest. They embody our commitment to hemp education through their recipe creation, engaging content and nutritional awareness. The most meaningful partner relationships are built over time, and Manitoba Harvest is proud to have a thriving ambassador program with 100+ creators, most of whom we’ve worked with for years.

As a Manitoba Harvest ambassador, creators receive bi-annual gifts of our everyday favorites and new products, and can count on our support content shares and paid investments. Whether they’re blending, baking or imagining innovative new uses for nutritious hemp, we’re inspired every day by the creativity of our ambassador community and value the engagement of the creators behind it.

In addition to our ambassador program, we partner with select influencers for larger content partners. Recently, we partnered with food blogger, @foodbymaria, for a five part “Can You Hemp It?” series, designed to show the incredible versatility of Hemp.

In the series, Maria celebrates the use of Hemp outside of traditional breakfast occasions by blending it into a Pina Colada smoothie, mixing it into a vegan Caesar Salad dressing, baking it into a strawberry shortcake, and more. These entertaining, engaging recipe videos are perfect for our organic social media, and allow us to run targeted digital ads to drive traffic to our retail partners.

Rosa Compean, VP of Marketing, Gimme Seaweed:
Developing an influencer strategy was new for us but now we feel we’ve gotten to a place where we’ve fine-tuned the consumer through our social media. We show up where our audience is, and for now, that is TikTok and Instagram. Even though we have more followers on Facebook, it’s not a channel where we are seeing the most engagement these days, so we shifted our content strategy to focus on Instagram and TikTok, including videos and Reels. It’s an age-related thing – we have what we refer to as the “OG” parents who may still be on Facebook, but the core target for us is on the newer channels. We’ve also started looking at other channels such as Discord (a gamer community), Twitch and others. We want to be where our audience is.

Our consumer is very health minded, gender neutral, 30-39 years old, diverse, and open to trying new things, with some disposable income where they can afford to buy organic snacks for themselves and their families. As such, we have to create content every month. As an organic, non-GMO brand, we create content about food, recipes, lifestyles, sustainability practices and to educate about our seaweed farms and commitment to the environment. For content creation, we use a combination of in-house creative and a kind of agency partner who helps us create fun, relevant content that we apply to a variety of platforms.

Gimme Seaweed just marked its 10-year anniversary as a company. We have a lot happening and we’ll have an active influencer campaign to accompany the launch of new  products this fall, including new flavors including Spicy Chili Lime and Vegan White Cheddar, and “slim packs” that fit in pockets, backpacks or more.

For big campaigns and when we want to work with influencers with 100,000 to 1 million or more followers, we often use the GRIN tool (www.grin.co) – it’s an all-in-one influencer platform that allows you to find the right influencers and affiliate marketers. It’s turnkey; all the legal paperwork is there and the best part is that all your data is stored on GRIN – at the end of each campaign, I can see all the metrics. It’s a very nice tool to have. The influencer world is an imperfect marketplace, and we are always testing, learning and optimizing. 

Katrina Picon, Director of Communications, Califia Farms:
At Califia Farms we love working with authentic brand fans, individuals who have mentioned or tagged us on social media. We actively seek them out. We work with many different types of creators, including people who are what we call “plant curious” and enjoy experimenting with plant-based products. For example, they might add oat milk to their morning latte, make a dessert with coconut milk or blend almond milk in their daily smoothie. Authenticity both as a Califia fan and in the plant-based category is key.

Traditionally, we’ve seen a lot of success on Instagram with influencers who like to share their daily coffee or smoothie routine as well as those who love showing off high-production images of food recipes using our products. These types of partnerships on Instagram allow us to show delicious, mouthwatering visuals of dairy-free creations that are possible with our brand and help encourage plant-based experimentation. Our iconic, curvy bottle also lends itself well to the platform and has allowed us to build a visual presence there with both organic and paid social mentions. Influencers and Instagram users alike love showing off Califia’s gorgeous bottle!

With the incredible rise of TikTok, we’ve naturally looked to engage there with influencers. It’s an ideal way to forge relationships with younger millennials and GenZ, a demographic that has helped drive excitement around plant-based eating and is often the first to try a new fun food hack or zany drink. TikTok is a great vehicle for us to engage with this younger segment and test some fun, out-of-the-box ideas.

We do have internal staff and external partners who work together to develop our integrated social and influencer campaigns. We always have our eye on the cultural and social landscape, ensuring that we’re on top of trends and staying engaged with our existing and new followers. All of this is certainly a team effort and requires a lot of internal communication, planning, and creative brainstorming sessions. We look for ongoing, seasonal opportunities to tell our story, but we also stay nimble and pivot when needed and where it makes sense for the brand. Planning ahead while remaining flexible are absolutely critical to our integrated communications programs.

Our influencer marketing efforts must always ladder up to our overall marketing plan, and that begins with clear marketing objectives and advance planning. If it’s a fun idea but doesn’t link back to our marketing objectives, we don’t execute on it. Regular, weekly check-ins with our brand team as well as campaign recaps where we break down what did and didn’t work are essential to campaign success. There is always room for improvement.

Regarding Affiliate Marketing, it can work well when you’ve established a relationship with an influencer, and their followers truly see the authenticity of the partnership shine through. The reason: it often takes a handful of brand social mentions on the influencer’s page before some of those affiliate sales convert. New, exciting product launches and limited-edition items are great candidates for these campaigns as they naturally generate a lot of social interest and there’s a sense of urgency to scoop them up. An affiliate code is often just what a consumer needs to try a new, untested product.

It’s important to remember that every influencer is different and has different levels of experience when it comes to working with brands on paid collaborations. Some influencers appreciate explicit instructions while others prefer minimal guidelines that allow them the freedom to stretch their creative muscles. There’s not a one-size fits all. I’ve also learned that it’s absolutely critical to hold kick-off calls with your influencer partners to make sure everyone is on the same page and understands the objectives of the campaign. This helps cut down on misunderstandings or delays down the road.

Finally, don’t overlook the value of working with micro influencers, these are typically influencers with less than 100K followers. They might not have the higher follower counts, but their audiences are often more engaged and take a creator’s product recommendations quite seriously.

Learn More
Learn more about how to build your brand with social media influencers at a free virtual Zoom workshop on Sept. 8, 2022, presented by Compass Natural and featuring special guest Ari Adams, CEO of ShiftCon, the nation’s largest community of “Eco-Wellness” influencers. Register here. Also, learn more about how your brand can get involved in the ShiftCon Eco-Wellness Influencer community and its upcoming annual conference, Oct. 13-15, in Westlake Village, CA.

For turnkey resources to match the right influencers with your brand, visit www.grin.co or www.upfluence.com.

For market research statistics on the growing importance of influencer marketing, visit Key Influencer Marketing Statistics You Need to Know for 2022, and the 2022 Influencer Marketing Report. Also, MAVRCK published an informative, free downloadable guide, An Integrated Approach to Influencer Marketing for Food and Beverage Brands.

To learn more about Affiliate Marketing, visit Affiliate Marketing 101: What It Is and How to Get Started and The Ultimate Business Guide to Influencer Affiliate Marketing. Another helpful guide is Affiliate Marketing for Social Media – How Can Your Business Benefit? Also, check out the organic food brands that have been reported to have the most successful affiliate programs here. To see what other healthy lifestyle brands are doing, visit 52 Health Brands with Influencer Programs.

Instagram's affiliate program lets creators share shoppable feed posts and stories, as well as host a "shop" on their account where influencers can earn a commission on any sales from their page. Instagram is planning to expand its affiliate tools to more video content in 2022; visit here for more information.

To help identify top wellness influencers, visit Top Inspirational Eco Influencers Brands Should Follow, 10 of the Best Health Instagram Accounts and Influencers, 25 Best Organic Food Blogs and Websites, Top 38 Vegan Influencers Making a Big Impact on Social Media, and Top 50+ Wellness Influencers (2022, Non-celebrity).

The Social Pact: How to Build Your Natural Brand with Eco-Wellness Influencers

FOR IMMEDIATE RELEASE

The Social Pact: How to Build Your Natural Brand with Eco-Wellness Influencers

A Special Workshop Presented by Ari Adams, CEO of ShiftCon Media, the Nation's Largest Community of Healthy Lifestyle Influencers, September 8, 2022, 11:30am EST, for Marketers and Manufacturers of Natural, Organic and Specialty Food, Beverage and Related Products

What: Virtual Workshop — How to Build Your Natural Brand with Influencers
Date and Time: Thursday, September 8, 2022, 11:30am EST
Where: Zoom
To Register: Registration is free:
https://us02web.zoom.us/webinar/register/WN_zrHS1eHfQAuzp4y9kiLmFA

LOS ANGELES (August 29, 2022) — For natural, organic and specialty food, beverage and related eco-products brands that want to make a lasting impact on social media and make the most of their budget, an integrated approach to influencer marketing is the recipe for success.

Social media influencers, too, who consistently put out quality content and have built a large following know the value of their work and want to build relationships with brands who value them. This is particularly true when it comes to healthy lifestyles, where brands and influencers alike are often passionate about their products and mission in building sales and brand awareness among the world’s nearly 4 billion social media users.

Enter the “Shifters,” also known as members of ShiftCon, the largest community of eco-wellness social media influencers in the U.S.

To learn more about working with eco-wellness influencers in the ShiftCon community, join Ari Adams, CEO of ShiftCon Media, on Thursday, Sept. 8, 2022, 11:30 am Eastern Time, for a special virtual workshop, How to Build Your Natural Brand with Influencers. At this event, attendees will learn key tips on how companies can build cohesive campaigns that touch both the online and offline consumer experience to drive sales and lasting brand loyalty. 

Registration for this Zoom event is free and open to manufacturers and marketers of natural products, social media influencers and members of the media. The workshop is presented by ShiftCon Media and produced by Compass Natural in advance of the upcoming ShiftCon Eco-Wellness Influencer Conference. Oct. 13-15, 2022, in Los Angeles, CA.

If you are a member of the media, social media influencer, or natural products industry brand looking to grow your media presence and work with influencers, join us for this virtual event to be immersed into the eco-wellness ShiftCon community. 

What You Will Learn at the Virtual Workshop, How to Build Your Natural Brand with Influencers, Thursday, Sept. 8, 2022, 11:30am EST

• How to identify and reach out to relevant influencers to work with your brand

• How to effectively reach influencers across the social media spectrum (Facebook, Instagram, Twitter, TikTok)

• How to increase brand awareness, broaden your reach and increase sales

• How to partner with influencers: affiliate marketing, creating cohesive social media campaigns, and much more

Save the Date: ShiftCon Eco-Wellness Influencer Conference, Oct. 13-15, 2022, Los Angeles, CA
Experience three days of learning about health and wellness, exploring ShiftCon's expo of sponsors and networking with other influencers.

The largest gathering of healthy lifestyle influencers in the U.S., ShiftCon is an event for influencers and brands of all sizes. Join us at the Hyatt Regency Westlake, just minutes from the scenic beaches of Malibu, CA, and join our community of “Shifters” that seek healthier and more sustainable lives, promote brands that mirror their values and help causes that speak to their soul. Exhibitor and sponsor opportunities are available now. Contact us to become an exhibitor at ShiftCon 2022 or to sponsor the event: www.ShiftConMedia.com/about/contact.

What Happens at ShiftCon

• Professional workshops on social media growth, wellness topics & ways to increase your revenue without compromising your values

• Keynote messages from professionals who are pioneers in their field

• Exhibitor hall with over 50 brands and organizations who want to work with influencers

• Networking with hundreds of your peers

• Fitness events and non-GMO meals

About ShiftCon Eco-Wellness Influencer Conference
ShiftCon is an eco-wellness influencer conference focusing on food, wellness, health, sustainability and platform growth. “Shifters” are part of an online influencer community that seek healthier and more sustainable lives, promote brands that mirror their values, and help causes that speak to their soul. Our influencers span between newbies, light and deep green. ShiftCon was born out of the idea that together we can create a profound impact on the world around us. For More Information, visit www.ShiftConMedia.com, or contact: www.ShiftConMedia.com/about/contact/.

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Media Contacts
Ari Adams, ShiftCon Media, ari@shiftconmedia.com
Steven Hoffman, Compass Natural, steve@compassnaturalmarketing.com

A Lifelong Commitment to Organic — John Foraker Joins Compass Coffee Talk, September 14, 2022, 11:00 am ET

A Lifelong Commitment to Organic — John Foraker Joins Compass Coffee Talk, September 14, 2022,
11:00 am ET

Leading Podcast Compass Coffee Talk Welcomes John Foraker, Co-Founder and CEO of Once Upon a Farm, for a discussion on sustainability, regenerative agriculture and setting the standard for organic consumer products, September 14, 2022, 11:00 am ET.

Wednesday, September 14, 11:00 – 11:30 am ET
Zoom, Admission is Free

John Foraker, Co-Founder and CEO, Once Upon a Farm

Compass Coffee Talk™ continues its live webinar series of business leaders throughout the natural, organic and sustainable products industry by welcoming John Foraker, Co-Founder and CEO of Once Upon a Farm. A renowned supporter of regenerative agriculture with an unmatched dedication to organic consumer products, John continues leading the way in the specialty, natural and organic industry through his work at Once Upon a Farm.

Throughout his 30+ years of experience, John led the well known natural and organic food brand Annie’s, Inc. to an eventual sale to General Mills, where he was influential in their adoption of regenerative agriculture. From there, he co-founded Once Upon a Farm alongside Jennifer Garner, Ari Raz and Cassandra Curtis, where his leadership brought a sharp focus on sustainability and social responsibility to the company, which still continues today.

Throughout his tenure at Once Upon a Farm, the company has expanded its portfolio of products, developed a unique process to secure nutrients and flavors into its product recipes, and helped lead the way in an entirely new category in ‘Fresh Snacking.’ With a passion for developing mission driven brands, John inspires his organization to advocate and support efforts that drive positive social change and food justice for the benefit of families, children and parents.

About John Foraker
John is the Co-Founder and CEO of Once Upon A Farm, a company with the mission of providing yummy and nutritious “farm-to-family” foods to kids of all ages.

Prior to his new start-up, John spent more than 30 years in the natural and organic food industry running businesses with a sharp focus on sustainability and social responsibility. John was the longtime leader of Annie’s, Inc., a leading natural & organic food brand, in the US from 1999 to 2017. As CEO of Annie’s, he took the company public in 2012 under the symbol BNNY before General Mills acquired the business in 2014 for $820 million. For the following three years, John ran the Annie’s operating unit and also advised General Mills’ small business incubator 301, Inc. 

He was recognized as an Ernst & Young Entrepreneur of the Year® 2015 in Northern California. Foraker received a B.S. in agricultural economics from UC Davis and an MBA from UC Berkeley.

About Compass Coffee Talk™
Take a 30-minute virtual coffee break with Compass Coffee Talk™. Hosted by natural industry veterans Bill Capsalis and Steve Hoffman, Coffee Talk features lively interactive conversations with industry leaders and experts designed to help guide entrepreneurs and businesses of any size succeed in the market for natural, organic, regenerative, hemp-derived and other eco-friendly products.

Compass Coffee Talk™ is produced by Compass Natural Marketing, a leading PR, branding and business development agency serving the natural and organic products industry. Learn more.

VIEW OUR PAST COMPASS COFFEE TALK EPISODES ON YOUTUBE.