“Anyone can pour oil in a jar or seeds into a bag,” said John Roulac, CEO of Nutiva. “The question we ask is – How can we not only offer high quality organic foods, but do it in a way that customers perceive us as being part of the solution.” Discover how in today’s Brand Innovator Spotlight.
Growing Products and Profits
Inc. magazine included Nutiva in its list of fastest growing American companies, and for good reason. With a 41% annual growth rate since 2006, Nutiva is quickly becoming the go-to brand for organic.
“Nutiva’s core offering of Organic Coconut Oil, Hemp and Chia foods happens to be the fastest growing sectors in food,” explained Roulac. “It’s part good planning and perhaps a bit of luck.”
With rising sales and an increasingly organic-friendly public, Nutiva stepped beyond Mom and Pop stores to major retailers, such as Wal-Mart. That’s not to say they forgot where they came from; Nutiva still works with the small co-ops that helped make organic living popular.
“Nourishing People and Planet”
“As marketing guru, Seth Godin, writes, what is the ‘free prize inside?’” said Roulac. “For Cracker Jacks it was a free toy that made kids buy the product. For Nutiva it’s about creating a better world.”
Nutiva donates 1% of all sales to non-profits pursuing agricultural sustainability. Supporting initiatives such as growing trees in California schools and a documentary about dwindling bee populations are just some ways this organic brand protects nature.
But sometimes, Nutiva takes a more aggressive approach. The brand won a legal battle with the DEA, opening the door for sales of non-drug hemp foods. “Our core fans love this in your face, speak truth to power,” explained Roulac.
Awareness Through Word of Mouth
Nutiva’s YouTube video depicting a “pantry make over” gathered 40,000 views, and that’s without the help of press releases or advertising money. “Firms which do cool things in unusual ways, reap brand praise via social media,” said Roulac.
In fact, some of their biggest profit spikes result without a single dollar spent. When Martha Stewart mentioned hemp, Nutiva Hempseed sales increased twofold for months. Dr. Oz also sends business their way whenever he discusses the healthful benefits of coconut, hemp, and chia foods.
“As marketers understand, whatever you do, just don’t be boring,” said Roulac. Based on Nutiva’s continued growth in 2011, consumers are certainly entertained by the promise of healthy living.
