You have to have 1 of 3 things
Smoothies are everywhere, take the loan you don’t need, bovine chocolate bars are a thing, and why you can’t find local asparagus
3-min read
I caught up with frozen fruit brand Seal the Seasons on their new smoothie kits. Co-founder and COO Alex Piasecki is living out what it takes to make it in CPG with new innovation.
I like to say in CPG you have to have one of these things:
1. Have a super unique offering
2. Command a super premium
3. Control something in the supply chain
Let’s see how Seal the Seasons is doing it.
Smoothies are everywhere
If you haven’t noticed, smoothies are everywhere. Seal the Seasons is not unique here. Their antioxidant puck feature is cool and different, but at Costco you can get a Clovis Farms (never heard of) organic fruit smoothie kit for $2.63/serving.
Does the brand command a super-premium?
Nope. Daily Harvest takes this spot. Daily Harvest smoothie cups can be found at Target for $8.59 – yikes – for one serving.
Does the band control something in the supply chain ✅
I talk a lot about vertical integration and direct-from-farm ingredients. Here’s where STS has built a moat and it’s not because they farm. STS has spent years cultivating relationships with farmers and IQF facilities, because their brand identity is all about locally sourced, in-season only, locally sold items. Every SKU is regionalized from farm to freezer. Logistical nightmare? Maybe. But it’s their unfair advantage. Good planning and forward contracts build loyalty with their suppliers, and they are rewarded with great pricing for organic. A 5-serving smoothie kit will go for $2.99/serving at Whole Foods.
Take the loan
STS now sells local organic fruit at Whole Foods in five regions. The relationship building started with their local forager, and then local team, and even though the buying structure is out of Austin, their local region is still their champion. As part of that relationship building, STS took a loan with Whole Foods even though they didn’t need it. Leaning into this opportunity affords access to launch in keeping with their local-only promise.
If you want to know more about Seal the Seasons, listen to my first interview with Alex on The Future of Agriculture podcast
All my best,
Jennifer
I must conclude that bovine protein chocolate bars are now a thing.
I love the folks at KiZE. They have hearts of gold, make a mean bar, and are a vendor partner of mine at Positively Good Snacks, my chemo medical center snacks non-profit. They’ve come out with this new co-branded bar innovation with “Steak Shake” and I really had to stare at it for a while. The back panel explains “Steak Shake” is an animal derived multi-protein complex of whey, beef collagen, and a desiccated beef organ blend. Don’t make it sound so delicious.
We will no longer have California grown asparagus soon - LA Times
Imports from Mexico are glutting the market, CA’s high wages can’t compete, and quality asparagus grown in CA is barely profitable to grow.
