When I analyze these two sets of predictions, along with several of the stories listed below, a few things come to mind as it relates to organic food companies.
1) This movement towards “smaller” is really starting to take hold – smaller bottles of juice, smaller bags of snacks, smaller pouches of superfoods. Most likely, this is driven by consumers’ desires for lower prices. However, as we are constantly moving from place to place, travel-sizes and portable nutrition are important factors as well.
I recently spoke with the founder of a pressed organic juice company who saw a 40% increase in velocity when he dropped his bottle size 20%.
Definitely consider “smaller” in your next round of product development.
2) The word “evolve” also comes to mind. Organic food companies must constantly be thinking about how they are going to evolve – because the world is changing every single day.
For example, Millennials, as pointed out below, want to experience food in a very different way than people in their 40s.
And evolving means going beyond making slight improvements to the core product. It is about evolving the relationship and communication with consumers, enhancing the brand messaging, and building a presence in the community.
A quote that I love is that “You can’t win this year’s Indy 500 with last year’s car.”
Before I sign off, I wanted to share with you the organic superfood latte from The End in Brooklyn that I had on Sunday. Just gorgeous.
Wishing you a great week!
Max Goldberg, Founder
One of the industry's most influential CEOs on what he thinks will happen this year. Very interesting read.
Jeremiah McElwee, VP of Purchasing and Merchandising at Thrive Market, talks about what he looks for when taking on a new product and also discusses the trends that he is seeing.
Here are some predictions on how Millennials will impact food in the coming year. Not surprisingly, technology is a big influence.
With Whole Foods moving to a centralized buying model, some are speculating that food start-ups may face serious problems getting on store shelves.
Arguably the most influential VC firm in Silicon Valley, Sequoia Capital, is close to taking a majority stake in Sresta Natural Bioproducts, India's leading organic food company.
Ever wondered how superfoods from South America get picked, washed, bagged and processed? If so, Bloomberg gives us a fascinating and inside look at maqui berries.
The material in this newsletter is copyrighted and may be reprinted by permission only. All requests must be in writing. Please use our contact form to request republication rights.