(Oxnard, Calif. ~ March 8, 2011) New York’s leading financial publication, Bloomberg, recently covered the rise of the values-driven organic food brand, Nutiva, in the article, “Nutiva Challenges DEA, Embraces Hemp” at Bloomberg.com. An excerpt from the article: “In August 1999, the U.S. Customs Service… seized a Canadian hemp-food exporter’s truck with 20 tons of hemp seeds entering Detroit from Ontario. Confident the seizure was bogus, Roulac, a buoyant serial entrepreneur and bestselling author of ‘Backyard Composting,’ refused to capitulate. Instead of handing his hemp to the DEA, he helped launch a public relations campaign with all 200 members of the trade group Hemp Industries Assn. to turn popular opinion against the DEA’s move.”
The Oxnard, California-based firm has been on a growth spurt, with sales set to triple in three years. Last month Nutiva hired five people in one week, and with sales on track to break $24M in 2011 (double the company’s sales for 2010), the firm is rapidly evolving into one of the top-tier organic brands. As healthy eating becomes a national priority, Nutiva is becoming a household name for organic superfoods of hemp, coconut, and chia.
Amid its success, Nutiva is working to maintain the core values that helped guide the company in its early years. As a strong advocate of organic foods, Nutiva has introduced a new initiative, “How Organic is Your Hemp Brand?” Nutiva founder and CEO, John W. Roulac, commented, “Nutiva celebrates the goodness of organics, and we want this message spread far and wide.”
Natural food retailers have welcomed the campaign. Maria Arcara of the Sacramento, CA Natural Foods Co-op said, “Nutiva’s ’How organic is your hemp brand?’ campaign really drives home the benefits to our planet when we buy organic hemp. It’s important to support companies that are conscientious about their impact on the earth.”
The plan consists of direct mail targeted to natural food buyers, print media in trade and consumer publications, and promoting it on the social media platforms Facebook, Twitter, and YouTube. Nutiva will be taking the campaign directly to thousands of food buyers at Booth #2223, at the upcoming Natural Products Expo West 2011, to be held in Anaheim, California.
The goal of the campaign is threefold: to educate people on the benefits of choosing organic foods vs. non-organic, to explain the differences between organic and non-organic fertilizers; and to highlight Nutiva’s ranking in organic sales. Today many shoppers at natural-food stores choose non-organic hemp foods—perhaps because they are not aware of the upsides to organic farming and foods. As the organic brand leader, Nutiva is out to change this.
How Organic Is Your Brand?
Based on SPINS industry data ending 9-4-2010, Nutiva is ranked as the number-one organic hemp food brand, with the sector’s highest percent of certified-organic sales at 98 percent. Nutiva offers certified-organic hemp protein, hemp seed, hemp oil, and flavored hemp protein powders called HempShakes®.
Organic Farmers Rely on the Sun, Nature, and Green Plants
Organic hemp farmers rotate their fields with green, nitrogen-fixing crops. This sound land-management protects soil and water from the chemical runoff that occurs when non-organic hemp farmers use harsh chemical fertilizers. As Peter Melchett of the Soil Association (the UK’s leading organic certifier) has stated, “Using artificial nitrogen fertilizer to turn oil or gas into food is fundamentally unsustainable.” “The ‘How organic is your hemp brand?’ campaign is great! I want to be informed about hemp farming practices and educate my customers,” added Jenny, a buyer at the Bellingham, WA Food Co-op.
Transforming the Natural Foods Industry
John Roulac adds, “Let’s create an organic world. Nutiva is committed to increasing the percentage of organic-food sales. Our vision is that one day people will no longer refer to the natural-products industry, but to an organic-products industry.” This aim goes hand-in-hand with Nutiva’s core mission: “Nourishing people and planet.” Choosing organic is a powerful measure for personal health with the added benefit of protecting our environment.