The Fix The Fix Report

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STORYTELLING

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The Fix

Presented by

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Blind Spots Checklist

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Brand

PastureMap helps ranchers make profits while building healthy grasslands. If all grasslands globally were managed to their full potential, we could reverse atmospheric carbon to pre-industrial levels within 20 years. We are building the future of regenerative agriculture and helping farmers and ranchers reverse climate change.

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What We Stand For

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This sort of collaborative thinking [at The Fix] has really helped me to approach the [supply] problem from a bunch of different angles instead of just continuing to peck at the same one spot I thought was right. Recently, we received our first large shipment of organic chilis from a farm in Mexico we are partnering with [as a result of conversations sparked at The Fix]. They have the capacity to produce over 100 tons of organic chilis per year and we are beyond thrilled to finally start that kind of relationship.

George Milton, CEO, Yellowbird Foods Fix Participant 2017

Esca Bona means “good food” in Latin, and we created theEsca Bona platform to engage and serve companies workingto create a good food system that is regenerative, nourishingand accessible to all. We believe good food is grown, raised,caught and harvested under humane, fair, sustainable andeven restorative practices. Good food is gently or minimallyprocessed, supports the health of the people who consume itand contributes to the environmental, economic and socialwellbeing of the communities in which it is produced.

Challenges

unlimited partnership

moonshot ideas

300+

leaders

The Fix Through the Years

15%

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4,500

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1 milion

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Background

Solution

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Background

The Fix began as a vision - a gathering of leaders from different backgrounds to give space to real challenges in real companies across the industry. For the first time ever, we brought this programming to Natural Products Expo East and asked four incredible growing brands what was really keeping them up at night. Here's what happened.

INTEGRITY

CONSCIOUS CAPITAL

SOURCING

stronger

together

STORYTELLING

PASTURE MAP / KINSHIP MEATS

Christine Su, PastureMap/Kinship Meats

Mentor

Nick McCoy, Whipstitch Capital

How do we tell a clear, compelling, and concise story about how we went from developing ranching software in support of farmers to launching a regenerative meat brand that sources from and supports these same farmers?

Challenge

Presenter

• What are the scaling / supply challenges for farmers? • How does USDA / Food Safety impact your storytelling? • Think bigger! Is the DTC / online opportunity too small? • Are you starting with too many SKUs? • Where can you include / support other Asian dumpling producers? • Who is your extended team / network of partners? • Can you implement supply chain tracking on package? • How do you educate your consumer? • Do you see the product AS the education? • Do you have a solid financial long-term strategy?

Blind Spots: What are we not seeing?

White Space: What are our opportunities?

White Space

• Embrace competition! Are there other co-ops of regenerative brands? • Storytelling! Start simple, go deeper for those who want to learn more • Map the interconnected ecosystem visually (6-8 co-packers regionally) • Know and stand with the non-negotiables as you scale • Show regenerative as a map / visual on the website • Marketing to drive sales vs story – people will come to the story, but focus on growth - longevity / bigger mission •Taste will drive brand loyalty – ensure this is nailed • Communicate the essence of your brand on package • Educate with “did you know?”… to help drive awareness • Consider QR codes on package

The Fix

Presented by

Blind Spots: What are we not seeing?

Blind Spots Checklist

• Are you telling the story of the bioremediatory properties of hemp / why supply is important? • Have you considered lowering your prices as new hemp farms come online? Stay competitive with increased competition! • How do you ensure your product consistency, given changing plant characteristics? • Are you actively educating consumers on how/why your product is better / different? • Are you able to expand sales to traditional retailers without changing your packaging? • Have you considered organic certification / practices? • Is federal prohibition still a concern? • Have you considered a process of creating communicable standards?

White Space: What are our opportunities?

White Space

• Find an organic farmer who can supply for you, so you can put a face to your supply chain • Make the investment now in organic supply and strong supply chain story • Talk to companies that own organic hemp acreage & connect with others doing the work! • Create a “coalition” of CBD brands to establish standard labeling protocols so consumers can begin to understand an identity system • Develop consumer education strategy about Weller integrity • Learn about advanced testing for toxins • Connect with associations like Organic Trade Association for resources

Mentor

Jim Slama, FamilyFarmed

John Simmons, Weller

Presenters

Weller is a Boulder, Colorado wellness company that’s out to change the way you think about snacking and wellness. We believe that snacks should be delicious and functional - you shouldn’t have to choose between one or the other. We also believe in the pursuit of individual wellness and encourage our fans, friends, and families to pursue wellness journeys that bridge the gap between body and mind.

Brand

As the hemp CBD category explodes, gaining traction with consumers, how does Weller take the ’high road’ in a space crowded with new and unknown suppliers, supply networks, and brands making unproven claims?

Challenge

Weller

INTEGRITY

Matt Oscamou, Weller

Blind Spots: What are we not seeing?

Blind Spots Checklist

• Can you implement long term contracts for farmers? • How can the price of your product / trade spend be lowered over time while continuing to pay premium to the farmers? • 2-3 years from now, you will need to purchase supply to scale which will drive costs up, how will you maintain or lower prices? • How can you find ways to use the whole animal across the supply chain? • Have you considered where there are opportunities to pay premiums compared to commodity prices for dairy / looked to other brands who have done this?

White Space: What are our opportunities?

White Space

• Direct-To-Consumer customers say “I would buy this at WFM” – you have the buy in, run with this! • Customer awareness / loyalty is built in stores, get into more doors there, then build out DTC model • Develop a wholesale platform • Consider regional warehouses • INFRA, Mom’s, NCG, Publix – start here, all high ROI retailers

Mentor

Esther Park, Cienega Capital

Ryan Lindsay, REP Provisions

Eric Perner, REP Provisions

Presenters

REP Provisions, a leader in regenerative agriculture, creates Paleo & Keto foods for the modern active lifestyle. We believe that healthy lands lead to healthy lives, and that taste, nutrition, and convenience shouldn't be a compromise. Feel Good. Eat Rep.

Brand

How do we collectively become more effective with spending capital downstream in the marketplace, so brands who are having tangible regenerative impact on the land can thrive, while funneling more of the food dollar up to the producer to positively impact more lands and more communities?

Challenge: 30 by 2030

REP Provisions

CONSCIOUS CAPITAL

Blind Spots: What are we not seeing?

Blind Spots Checklist

• Consider that the "clean" list of ingredients will continue to change as consumer attitudes change and you scale • Are you forecasting for best case scenario (you may end up with short inventory)? • Listen to how other small brands are doing this, is there anything that be learned?

White Space: What are our opportunities?

White Space

• Keep thinking small (in a good way) • Look at international suppliers, don't be limited by domestic • Branch out more in terms of uniqueness of flavors - get even more exotic • Partner with potential suppliers who are also small and use their scrap (crumbles, ugly pieces, etc.) • Build a coalition of like minded companies that need similar products and use your buying power together

Mentor

Daniel Karsevar, PlantBased Solutions

Mollie Cha, Hakuna Banana

Hannah Hong, Hakuna Banana

Presenters

Hakuna Brands is a Los Angeles-based “nice cream” company founded by UC Berkeley graduates and second-generation Korean Americans, Hannah Hong and Mollie Cha. Hakuna Brands began as a passion project between two best friends that prioritized healthy lifestyles but weren’t willing to compromise on the flavor of their favorite dessert. Today, we have more than 9 flavors of vegan, non-GMO, plant-based ice cream in a variety of formats, including pints, novelty bars and soft serve. We also have a soft serve shop located in Hawaii!

Brand

While scaling, one of the biggest roadblocks we've come across is sourcing inclusions. Because of our super clean ingredient list requirements, conventional, established suppliers tend to immediately say "no" or are unable to customize something for us unless we order massive quantities that just aren't feasible for a startup.

Challenge

Hakuna Brands

SOURCING

Esca Bona on the road in 2019 In the spirit of collaboration and partnership that is essential to the acceleration of the good food movement, Esca Bona programming has been on the road in 2019 at Natural Products Expo West & East in addition to Slow Money of Northern California’s Food Funded conference, Grow North's Food | Ag | Ideas Week, At The Epicenter’s Regenerative Earth Summit and FamilyFarmed’s Good Food Financing and Innovation Conference. Don't miss our upcoming events!

What We Stand For

Thank you to our partners

SOURCING

CONSCIOUS CAPITAL

You can find updates at escabona.com