Aly Baker

Research Report
Industry Analysis
Organic food in general is becoming more accessible to consumers. Twenty-nine

percent of United States respondents said that organic claims are important. That number

raised to 40 percent when the topic shifted to organic baby food (“Organic Products Showing Up

More”).

Organic baby food is a quickly growing industry. Competitors include Plum Organics,

Beech Nut, Earth’s Best, and Ella’s Kitchen, among others. Another category of competitors

include organic baby food companies that deliver. These competitors include Nuture Life,

Raised Real, Pure Spoon, Little Spoon, and Thistle Baby (“Organic Baby Food War Heats Up”).

According to Plum Organics website, they are an organic and non-GMO stage based

baby food company who also uses BPA-free packaging with a clear window. These products

are not cold-pressed and not refrigerated. They also do not offer a subscription program.

According to Yummy Spoonfuls website, they are an organic and non-GMO stage based

baby food company who also uses BPA-free packaging with a clear window. These products

are cooked at low temperatures then frozen. Yummy Spoonfuls offers few vegan products. They

also do not offer a subscription program.

According to Nurture Life’s website, they are a wholesome stage based baby food

company. They use organic products when they are available and in-season. Their meals

contain no artificial flavors/colors, high fructose corn syrup, or common allergens like peanuts,

tree nuts, and shellfish. They do offer a subscription program.

Client Analysis
Once Upon a Farm is a baby food company that was founded in 2015 and specializes in

cold-pressed, organic baby foods and applesauces. According to their website, the company’s
mission is “to nurture our children, each other, and the earth in order to pass along a healthier

and happier world for the next generation.”

Once Upon a Farm creates organic baby food using sustainable methods and fruits

sourced from local farms. The baby food is then delivered straight to your door in eco-friendly

packaging, or you can find it in most grocery stores. Delivery can be at-will or from a range of

subscription packages.

Once Upon a Time has a qualified staff, a board of four co-founders. Jennifer Garner,

the chief brand officer, is a mother of three and a social advocate for children. John Foraker,

CEO, is a father of four and the former CEO of organic company Annie’s Homegrown.

Cassandra Curtis, chief innovation officer, is a mother of three and develops all new products.

Ari Raz is in charge of all business operations. The company also keeps Dr. Laura Jana,

pediatrician; Dr. Randy Worobo, food microbiologist; and Dr. Jill Castle, registered dietician and

child nutrition expert, on staff.

Along with the food, Once Upon a Farm’s website and social media sites are family-

friendly. The company utilizes Facebook, Instagram, Twitter, and Pinterest. The website and all

social media account posts are written in a relatable, conversational-yet-informative way.

Product Analysis
Once Upon a Farm uses a cold-pressing process to make their baby foods and

applesauces. Products are organic, kosher, vegan, gluten-free, and non-GMO. Ingredients are

sourced from local farms, which are listed on Once Upon a Farm’s website by fruit. Once Upon

a Time’s baby food and applesauces are refrigerated from start to finish and are found in

coolers in the grocery store or delivered to your house with ice packs.
 Once Upon a Farm’s baby foods come in four stages; 5+ months, 7+ months, 9+

months, and 18+ months. Each stage is blended specifically for the age range listed and above.

Each stage contains flavors that are sold individually or in a variety pack.

Stage One is for babies 5+ months and is made with single fruits or vegetables. Flavors

include Fairest of Pears, Magic Velvet Mango, So Sweet Potato, and Baby Bear Butternut.

Stage Two is for babies 7+ months and is made with simple blends of fruits and

vegetables and healthy fats. Flavors include Green Kale & Apples, Wild Rumpus Avocado,

OhMyMega Veggie, and Mama Bear Blueberry.

Stage Three is for babies 9+ months and is made from heartier ingredients, leading to a

textured blend of fruits, vegetables, and healthy fats. Flavors include Sun-Shiny Strawberry,

Just Right Oats, Gold-y Mango & the 3 Coconuts, Carrot-y Coconut-y Quinoa, and Caroberry

Mousse.

Stage Four is for children 18+ months and is a healthy dessert-style food called Banana-

Berry Cacao Fairy.

Once Upon a Farm’s applesauces are for children of all ages. The applesauces are sold

individually or in a variety pack. Flavors include Spiced Apple, Straight From the Apple Tree,

Apple Blueberry, and Sweet as Apple Pie.

Once Upon a Farm’s packaging is eco-friendly and is listed as BPA, phthalates, and

PVC free. The packages include a clear window so parents can see what they’re feeding their

children. The packaging is recyclable and Once Upon a Farm even has their own recycling

program. They send you an envelope, you fill it with empty packaging and send it back, then

they recycle it. When Once Upon a Farm food is being delivered to houses, it travels on shared

trucks to reduce the company’s carbon footprint.

Target Audience Analysis

 Target’s Psychographic Summary

o Millennial parents
o Health-oriented
o Want to be good parents
o Environmentally friendly/”green”

 Target’s Demographic Summary

o Gender: Male and Female
o Marital Status: Single or Married
o Age Range: 22-39
o HH Income: $35,000+
The target demographic for Once Upon a Farm’s campaign will be millennial parents.

Millennials are those born between 1980 and 1996 (Millennials, Marriage and Family). They

make up 31 percent of the United States population and there are currently 16.2 million

millennial moms (“More Than a Million Millennials”). Twenty-five percent of millennials are

parents and a projected 80 percent will be parents in the coming 10 to 15 years (“Today’s

Millennial”).

Fifty-two percent of millennials rated being a good parent as a top priority life goal (“More

Than a Million Millennials”). Millennials are the largest consumer group in the United States and

coincidentally, the highest consumers of organic products. Millennials are ranking organic baby

food as being more important that organic fruits or vegetables. Millennial organic buyers also

believe that buying organic makes them a better parent (“Today’s Millennial”).

Millennials are more likely to support a company that is sustainable. They are also most

willing to spend more money on a company that is sustainable, as shown by three out of four

respondents (“Green Generation”).

Resources
Gallup, Inc. “Gallup Analysis: Millennials, Marriage and Family.” Gallup.com, 19 May 2016,
news.gallup.com/poll/191462/gallup-analysis-millennials-marriage-family.aspx.
“Green Generation: Millennials Say Sustainability Is a Shopping Priority.” What People Watch,
Listen To and Buy, www.nielsen.com/us/en/insights/news/2015/green-generation-
millennials-say-sustainability-is-a-shopping-priority.html.
Livingston, Gretchen. “More than a Million Millennials Are Becoming Moms Each Year.” Pew
Research Center, 3 Jan. 2017, www.pewresearch.org/fact-tank/2017/01/03/more-than-a-
million-millennials-are-becoming-moms-each-year/.
Loizos, and Connie Loizos. “The Organic Baby Food Wars Heat Up.” TechCrunch, TechCrunch,
14 Sept. 2017, techcrunch.com/2017/09/12/the-organic-baby-food-wars-heat-up/.
“Nuture Life.” Nuture Life, www.nuturelife.com.
“Once Upon A Farm.” Once Upon a Farm, www.onceuponafarmorganics.com/.
“Plum Organics.” Plum Organics, www.plumorganics.com
“Today's Millennial: Tomorrow's Organic Parent.” Today's Millennial: Tomorrow's Organic
Parent | OTA, 14 Sept. 2017, www.ota.com/news/press-releases/19828.
“Yummy Spoonfuls.” Yummy Spoonfuls, www.yummyspoonfuls.com.