Category Challenge

Organic/natural foods were rising in cultural conversation, but consumers were not yet sold on higher price points.

Solution

Selling conventional grocers on organic/natural dairy & eggs, initially landing distribution in regional, high-end locations. Consistent marketing and merchandising efforts educated consumers on brand value through in-store communications and sampling while simultaneously working to create a direct-store-delivery strategy to shave costs.

Result

Vital Farms and Organic Valley created national demand for organic/natural dairy & eggs. Organic Valley pioneered the natural/organic space for milk while Vital Farms pioneered the space for eggs. Both companies have thrived in grocery with sustained sales growth and combines revenues exceeding $1B.