As an RD2B, this article makes me hopeful that consumer attitudes are shifting. Now it’s our responsibility to make sure that the information they’re taking in is the right information!
Fortune writer Beth Kowitt reports on the packaged-food industry’s response to an existential crisis: Shoppers are seeking alternatives they deem healthier and more authentic than legacy brands.
In addition to selling fruit and veggie drinks, Bolthouse grows and packages fresh carrots—an old-fashioned, weather-sensitive farming business that Morrison suspected would be a turnoff for any packaged-goods company, including her own. True enough, Morrison’s board was skeptical at first. “Carrots, Denise? Really?” asked one director. But in the end, the numbers sold themselves. The so-called packaged-fresh sector, where Bolthouse was a standout, was already an $18.6 billion business—and one with promising growth.
Campbell paid $1.56 billion for the company in 2012. Today it has roughly half that amount (more than $800 million) in sales. The following year Morrison bought baby-food maker Plum Organics for $249 million. (It has over $90 million in sales.) Both of these new businesses are small in…
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