11 inspiring natural product entrepreneur stories
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When asked what the critical factors have been on his company's road to success, Justin Gold of popular natural nut butter brand Justin's broke it down: "Curiosity, packaging innovation, high quality products, timing in the market and a talented team to execute our vision." Read on.
"The natural products industry has been vital for Bhakti Chai," says founder Brook Eddy. "From networking events and workshops on managing A/R, to funding and industry leader introductions, I couldn’t have built Bhakti without the hundreds of colleagues and mentors helping to shape our company and help provide a road map to success." Read on.
What does Mary Schulman wish she'd known early on while she was launching natural snack brand Snikiddy? "[That] you can’t simply put a product on a shelf and expect the consumer to pick it up and buy it because the packaging is interesting," she says. "The consumer has to first be aware of the product, educated about the product, enticed to buy the product, taste the product, like the product and then want to buy it again." Read on.
Nutrition-focused pet food brand "I and love and you" has built a loyal following by meeting two important needs for both consumers and retailers: "Making it easier for natural consumers to proactively care for their dogs and cats, and making it easier for retailers to provide a complete multi-category natural pet solution," says founder Steve Ball. Read on.
"I started Purely Elizabeth when I was a holistic nutrition counselor," Stein says. "At the time, I was learning about all these incredible superfood ingredients, and realized they weren’t being incorporated into products on the grocery shelf. I wanted to create the most nutrient-rich, delicious recipes for clients so they could live a healthier, happier lifestyle. Purely Elizabeth was simply an extension of that on a much grander scale." Read on.
Dang Toasted Coconut Chips have taken the snack category by storm. Founder Vincent Kitirattragarn shares the origin story: "My mother, whose name is Dang, inspired me to start the business by handing me a recipe for Miang Kum Lettuce Wraps. One of the ingredients was toasted coconut, and I was so taken by it I thought it should be a snack on its own." Read on.
Before hitting it big, the folks behind Noosa had to learn from a few bumps in the road, says co-founder Koel Thomae. "Noosa had an opportunity to expand to the New York market in our first 18 months, and it turned out to be too far too soon for our young brand. We ultimately pulled back and re-focused our efforts to key regions closer to home, where we could dedicate the appropriate resources to build retail relationships and brand awareness." Read on.
"In the very beginning, I went to Farmer’s Markets around Madison, Wisconsin—four per week—and had the opportunity share the Yumbutter story and samples," says Adrian. "After that, in-store demos became our greatest asset. We’ve spent hundreds of hours in the chilly aisles of grocery stores handing out samples, sharing our mission, and just connecting with people." Read on.
What most helped Rhythm Superfoods market their products in the beginning? "The kale craze," says CEO Scott G. Jensen. "We didn’t really know it was going to be such a phenomenon in the beginning. We just knew it was healthy and delicious. When everyone started making everything with kale, it kind of took on a life of its own. Our PR agency, Konnect PR, did a huge lift in the beginning by getting us in front of every media outlet that would taste a chip." Read on.
TurmericALIVE co-founder Daniel Sullivan's advice for entrepreneurs speaks to the heart of the natural industry: "Do it for the people. Unlock ancient ingredients and bring authentic products to market with the intention that they will truly bring change, benefit consumers, and improve lives." Read on.
FlapJacked's high-quality, high-protein pancake mixes have gained traction by meeting a specific category need, but also in another way: "We make retailers a priority," founders Jennifer and David Bacon explain. "We attend as many trade events as we can to show that we are in it for the long haul. Aside from a quality product, storytelling is key to brand relationships." Read on.
FlapJacked's high-quality, high-protein pancake mixes have gained traction by meeting a specific category need, but also in another way: "We make retailers a priority," founders Jennifer and David Bacon explain. "We attend as many trade events as we can to show that we are in it for the long haul. Aside from a quality product, storytelling is key to brand relationships." Read on.
If you plan to make it as an entrepreneur, especially in an industry as competitive as natural products, one of the best things you can do is carefully listen to the stories of those who came before you.
These profiles, collected by the NEXT Accelerator, highlight the success stories of several standout brands in the industry, showcasing the daily decision-making processes and breakthrough moments that have helped each company rise to the top.
Check them out, and celebrate some of the many people who are changing the status quo in our industry.
Note: You'll need to register at NEXTAccelerator.com in order to view the full profiles. Don't let that stop you—it's free!
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