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.”