Once Upon a Farm has become a popular name in the organic baby food market, but many wonder who’s behind this growing brand. Founded in 2015 by Cassandra Curtis and Ari Raz, the company later expanded when actress Jennifer Garner and former Annie’s CEO John Foraker joined as co-founders. Once Upon a Farm is now co-owned by these four individuals who share a vision of creating healthier food options for children while supporting sustainable farming practices.
The brand has a personal connection to Garner, who grew up with family farming roots. In fact, some of the organic produce used in their products comes from Jennifer Garner’s century-old family farm in Locust Grove, Oklahoma.
This farm-to-fridge approach underscores the company’s commitment to fresh, nutritious ingredients in their cold-pressed baby foods, smoothies, and snacks.
Key Takeaways
- Once Upon a Farm is co-owned by Jennifer Garner, John Foraker, Cassandra Curtis, and Ari Raz who joined forces in 2017.
- The company produces organic, cold-pressed foods for children using ingredients partly grown on Garner’s family farm.
- Since its founding in 2015, the brand has expanded from baby food to include products for children and families of all ages.
Company Overview
Once Upon a Farm is a rapidly growing organic baby food company with strong celebrity backing and a focus on nutrition and sustainability. The brand has transformed from a small startup into a major player in the children’s nutrition space.
Founding and Mission
Once Upon a Farm was founded in 2015 by entrepreneurs Cassandra Curtis and Ari Raz, who created the first cold-pressed, organic pouched baby food in the market. They set out with a clear mission to provide healthier food options for children while using sustainable practices.
The company got a major boost when actress Jennifer Garner joined as co-founder in 2017. Garner’s involvement wasn’t just for celebrity endorsement – her family’s century-old farm in Oklahoma became part of the company’s supply chain, growing some of the organic fruits and vegetables used in their products.
The brand’s mission centers on creating nutritious, convenient, and delicious food options for children of all ages. They emphasize the importance of fresh ingredients and cold-pressing techniques to preserve nutrients.
Growth and Market Presence
Once Upon a Farm has seen remarkable growth since its founding, evolving into a successful $100 million company. Their product line has expanded beyond baby food to include options for toddlers and children of various ages.
The company’s reach has grown significantly with their products now available in major retailers across the United States. This expansion has helped bring organic, nutrient-rich food options to more families.
Their distinctive cold-pressed technology and focus on organic ingredients have helped them stand out in the competitive baby food market. The brand emphasizes transparency in their supply chain and ingredient sourcing.
Jennifer Garner’s involvement has also boosted the company’s visibility through her promotion of the products on social media and in interviews.
Public Benefit Corporation Status
Once Upon a Farm operates as a Public Benefit Corporation, balancing profit goals with positive social impact. This legal structure holds them accountable to consider the effects of their business decisions on their workers, customers, community, and environment.
The company demonstrates their commitment to social good through various initiatives. They source ingredients from family farms including Garner’s family farm, supporting local agriculture.
Their charitable efforts include special product blends that benefit Save the Children. These products use ingredients grown on Jennifer Garner’s family farm, creating a direct connection between the company’s operations and its charitable work.
The brand continues to prioritize environmental sustainability through their farming practices and packaging choices, staying true to their mission of creating a healthier planet alongside healthier children.
Key Figures
Once Upon a Farm is led by a team of passionate individuals who bring diverse expertise to the organic baby food company. These leaders have helped grow the brand into a major player in the nutritious children’s food market.
Jennifer Garner’s Role
Jennifer Garner joined Once Upon a Farm in 2017 as a co-founder, bringing her star power and genuine passion for healthy children’s nutrition to the brand. The actress and mother of three has been instrumental in the company’s growth and visibility.
She actively promotes the brand’s mission of providing nutritious food options for children. Her involvement goes beyond being a celebrity face – she participates in business decisions and product development.
Garner has leveraged her platform to raise awareness about childhood nutrition issues. She has also connected her work with Once Upon a Farm to charitable efforts, including partnerships with Save the Children, an organization she has long supported.
John Foraker’s Leadership
John Foraker serves as CEO of Once Upon a Farm, bringing over three decades of experience in the natural and organic food industry. Before joining the company, he led Annie’s for nearly 15 years, establishing himself as a pioneer in organic foods.
As a father of four, Foraker brings both professional expertise and personal passion to the company’s mission. He is responsible for leading overall growth and championing the brand’s core values and mission.
Under his leadership, Once Upon a Farm secured $52 million in funding to support its rapid expansion. His industry connections and business acumen have been crucial in positioning the company as a leader in the fresh baby food category.
Foraker works closely with the other co-founders to ensure the company maintains its commitment to organic, nutritious products for children.
Product Information
Once Upon a Farm offers baby food and children’s snacks made with high-quality ingredients and innovative processing methods. Their products stand out in the market for their fresh approach to nutrition.
Cold-Pressed Process
Once Upon a Farm uses a unique cold-pressed method to create their baby food and kid snacks. Unlike traditional baby foods that use high heat, cold-pressed baby food maintains more nutrients and natural flavors.
The cold-pressing technique helps preserve vitamins, enzymes, and minerals that might be lost with heat processing. This method works alongside High-Pressure Processing (HPP), which keeps foods fresh without preservatives.
Their pouches stay refrigerated rather than shelf-stable, ensuring freshness and nutritional integrity. The cold-pressed process also helps maintain the vibrant colors and tastes of the fruits and vegetables used in their recipes.
Organic and Non-GMO Commitment
Once Upon a Farm uses only organic ingredients in their products, ensuring children consume food free from synthetic pesticides and fertilizers. Every product carries USDA Organic certification, meeting strict standards.
Their commitment extends to being completely non-GMO, providing parents peace of mind about ingredient quality. Some ingredients even come from Jennifer Garner’s family farm in Oklahoma.
The brand is transparent about sourcing, partnering with trusted farmers who share their values of sustainability and quality. Their packaging reflects this commitment, using materials that minimize environmental impact where possible.
They avoid artificial additives, preservatives, and fillers commonly found in conventional baby foods.
Nutritional Profile
Once Upon a Farm products feature a robust nutritional profile with no added sugar or artificial ingredients. Each recipe is crafted to provide essential nutrients for growing children.
Their pouches and cups contain whole food ingredients like fruits, vegetables, and in some products, healthy fats from avocados or chia seeds. These foods deliver natural protein, fiber, vitamins, and minerals crucial for child development.
The company offers options for various developmental stages:
- Baby blends for first foods
- Toddler meals with more texture
- Kid snacks that balance nutrition with appealing flavors
Nutritionists often appreciate that their products contain significantly lower sugar levels than many competitors. Instead of sweeteners, they rely on naturally sweet fruits and vegetables.
Products are also designed to introduce diverse flavors early, potentially helping expand children’s palates toward healthy foods.
Business Strategy
Once Upon a Farm’s growth from a startup to a $100 million business has been driven by clear strategic choices in product development, distribution, and partnerships.
Innovation and Production
The company built its foundation on creating cold-pressed, organic baby food pouches. This innovative approach to baby food made Once Upon a Farm stand out in the market. They were the first to offer cold-pressed, organic pouched baby food, setting them apart from traditional shelf-stable options.
Their focus on nutrition and quality ingredients appeals to health-conscious parents looking for better options for their children. The company maintains strict standards for their products, using organic fruits and vegetables.
Production methods preserve more nutrients compared to heat-processed alternatives. This commitment to quality has helped them build trust with parents and caregivers who prioritize healthy eating for their families.
Distribution Channels
Once Upon a Farm started small but quickly expanded its retail presence. The company secured shelf space at Whole Foods, which was a significant milestone for the brand’s growth.
Beyond specialty stores, they’ve expanded to conventional grocery chains, making their products more accessible to everyday families. Their refrigerated products can now be found in thousands of stores nationwide.
The company also embraces direct-to-consumer sales through their website. They offer subscription options for regular deliveries. This multi-channel approach allows them to reach different customer segments and build brand loyalty.
Online sales have become increasingly important, especially during the pandemic when shopping habits shifted dramatically.
Strategic Partnerships and Investments
Jennifer Garner joined the company in 2017, bringing star power and genuine passion for childhood nutrition. Her involvement has been more than ceremonial—she actively participates in the company’s mission and growth.
The company has attracted significant investment from firms including S2G Ventures and CAVU Venture Partners. These investors specialize in supporting food and beverage companies with strong growth potential.
Once Upon a Farm’s status as a certified B Corp and Public Benefit Company has helped them attract partners who value social and environmental responsibility.
The leadership team has leveraged industry connections to accelerate growth and explore new product categories beyond baby food.
Consumer Engagement
Once Upon a Farm connects with consumers through thoughtful marketing strategies and educational programs focused on childhood nutrition. The company builds relationships with families who care about organic food options for their children.
Marketing and Branding
Once Upon a Farm uses a friendly, family-oriented approach to marketing that resonates with health-conscious parents. Jennifer Garner, a co-founder and well-known actress, brings visibility to the brand through her public persona.
The company frequently showcases real families and children in their promotional materials, creating relatable content. Their packaging features bright colors and playful farm imagery that appeals to both parents and children.
On social media, Once Upon a Farm shares simple recipes, nutrition tips, and occasional glimpses of Garner’s family cooking sessions. These posts help build a community around the brand’s values of nutrition and transparency.
Educational Initiatives
Once Upon a Farm goes beyond selling products by educating consumers about childhood nutrition. The company partners with Save the Children to promote food security and proper nutrition for vulnerable children.
Their blog, “Upon a Blog,” provides parents with accessible information about:
- Age-appropriate nutrition guidelines
- The benefits of organic farming
- Tips for introducing fresh foods to children
- Family-friendly recipes using fresh ingredients
As a certified B Corp, Once Upon a Farm demonstrates its commitment to education through transparency about ingredients and farming practices. This approach helps parents make informed decisions about their children’s nutrition.
The company occasionally hosts virtual workshops where nutrition experts discuss healthy eating habits for children.
Quality and Safety Standards
Once Upon a Farm sets high standards for their baby and kids food products, focusing on safety and quality in every step of their process. They prioritize rigorous testing and follow strict regulations to ensure parents can trust what they’re feeding their children.
Heavy Metals Testing
Once Upon a Farm takes the issue of heavy metals in baby food very seriously. The company is committed to safety through Heavy Metal Standards across their entire product portfolio.
They implement thorough testing protocols that go beyond what many competitors do. Their baby foods are regularly tested for harmful substances like lead, arsenic, cadmium, and mercury.
This testing happens at multiple stages in the production process to ensure consistency and safety. Their standards aren’t just meeting the minimum requirements – they aim to have the lowest possible levels of these contaminants.
Parents concerned about organic baby food safety can feel confident knowing Once Upon a Farm maintains:
- Regular third-party testing
- Transparent reporting of results
- Continuous improvement of their testing methods
Compliance With Regulations
Once Upon a Farm doesn’t just follow U.S. regulations – they actually exceed many standard requirements. Their products comply fully with all U.S. food safety guidelines while also being guided by the stricter European Union (EU) standards.
The company proudly participates in the WIC program in some states, making their high-quality, organic products accessible to more families. This requires meeting additional government standards and inspections.
Their commitment to compliance includes:
- Organic certification for all products
- Regular facility inspections
- Transparency in ingredient sourcing
- Clear labeling practices
They maintain that food safety is their top priority, with standards that get higher each day. This dedication to quality and safety has helped build trust with parents looking for the best options for their children.
Future Plans
Once Upon a Farm is looking ahead with ambitious growth targets and deeper commitments to their core values. The company balances business growth with their mission as a Public Benefit Corporation.
Potential IPO and Expansion
Once Upon a Farm might be considering an Initial Public Offering (IPO) in their future, though no specific timeline has been announced. The company has been steadily growing since its founding in 2015 by Cassandra Curtis and Ari Raz.
Their product line is set to expand beyond their current offerings. According to recent information, they plan to expand their dairy formats and add new product functionality. Protein-focused products are specifically mentioned as an area of interest.
The brand has evolved from baby food to a broader kid nutrition company, suggesting they’re aiming to capture more market segments. Their leadership includes industry veterans like John Foraker, who previously led Annie’s for nearly 15 years, bringing valuable experience in scaling natural food brands.
Sustainability Goals
As a certified B Corp and Public Benefit Corporation (PBC), Once Upon a Farm has integrated sustainability into their core business model. Their future plans include specific environmental commitments that go beyond typical corporate responsibility programs.
The company is committed to keeping our planet green and creating a healthier world for future generations. This includes:
- Reducing packaging waste
- Supporting organic farming practices
- Lowering their carbon footprint
- Enhancing transparency in their supply chain
Their dual status as both a B Corp and PBC creates accountability for these goals. This structure legally requires them to consider their impact on workers, customers, community, and environment alongside financial decisions.
Future growth will likely continue to balance profitability with their mission of providing nutritious, organic food options while maintaining their environmental commitments.
