Earthbound co-founder talks up ‘big organic’

02/27/2014 06:52:00 AM
Mike Hornick

Earthbound Farm co-founder Myra Goodman plans to speak “in praise of big organic” March 1 at a technology, entertainment and design event in New York City.

Goodman plans to debunk claims that large organic operations have become industrialized or less authentic, said Samantha Cabaluna, vice president of marketing and communications for San Juan Bautista, Calif.-based Earthbound. Goodman will clarify issues of organic versus local produce.

Dubbed “Changing the Way We Eat,” the TEDxManhattan event is scheduled for a 10:30 a.m. Eastern webcast start, with Goodman speaking at about 4:30 p.m. Other participants include David McInerney, co-founder of online grocer FreshDirect.

The nonprofit TED has its origins in annual conferences on technology, entertainment and design. TEDx events are independently and locally organized.

The grower-shipper’s own size is underscored, for one, by its 55% share of the branded organic packaged greens category. That’s nearly triple the nearest rival’s share, Earthbound Farm president Kevin Yost said Feb. 20 at the Consumer Analyst Group of New York conference in Boca Raton, Fla.

Earthbound, recently acquired for $600 million by Denver-based WhiteWave Foods, plans to move “aggressively” into the organic bowl salad kit and single-serve, ready-to-eat salad kit categories, Yost said at the conference. There is potential as well, leveraging WhiteWave resources, for expansion in juices and healthy snacks.

For the salad meal market, Earthbound took a step in that direction in October when it introduced three PowerMeal Bowl products.

“As Kevin indicated at the CAGNY meeting, we’re bullish on them,” Cabaluna said. “In a consumer test of the product, we got remarkably high purchase intent — with 83% indicating they were likely or very likely to purchase.”



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George    
Carmel, CA  |  February, 27, 2014 at 10:04 AM

Good story, but do we really have to continue with the "founding of Earthbound legend (myth)?"

Stan    
N California  |  February, 27, 2014 at 03:43 PM

George and Lupita--what are you talking about?

George    
Carmel Valley, CA  |  February, 27, 2014 at 05:34 PM

The legend of how Drew and Myra started the company at the farm stand, washing vegetables in the wash tub and how they made "their" farmers rich.

Homer Adams    
Sochi, Russian Federation  |  March, 09, 2014 at 10:41 PM

Organic produce is still only 1% of the overall market.

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