Whether they are looking for catch-all multivitamin formulas, supplements that target specific conditions, or natural/organic snacks for their kids, consumers have access to so many options in today’s market. Given the sheer number of products, however, finding a unique selling point can be a challenge for some companies.
Many consumers, particularly younger people, are looking for brands that align with their health needs as well as their personal values. Companies with roots in those same principles that have demonstrated a mission-driven approach to business, offer customers more than just a product.
Purpose-driven companies can and need to affect change in the world, according to John Foraker, who has spent more than 30 years in the natural and organic food industry, including as CEO of Annie’s. Mr. Foraker is co-founder and CEO of Once Upon A Farm, which was founded with the goal of providing nutritious “farm-to-family” foods to kids of all ages. The company’s mission is “to nurture our children, each other, and the earth in order to pass along a healthier and happier world for the next generation.”
Soon after the company’s launch, award-winning actress, social advocate, and mother of three, Jennifer Garner, came on as co-founder with Mr. Foraker alongside Cassandra Curtis and Ari Raz. Ms. Garner’s passion is abundant, as demonstrated over the past decade through her work as an ambassador and trustee for Save the Children. Growing up in rural West Virginia, she witnessed deep poverty in her community. Kids from families that couldn’t afford basic necessities like shoes often got left behind, and eventually disappeared altogether, she said.
Lobbying for poor kids in America, Ms. Garner has testified before Congress, advocating for early childhood education and other public policies. Not a lot gets done in D.C. though, she said at ExpoWest. “What does affect change is the consumer. Consumers and businesses can change the world. To be part of that—from the ground up, from the baby up—gets me motivated.”
For businesses, having a clear mission on day one helps guide every other decision you need to make, according to Mr. Foraker. When you hit curves in the road in the future, it will help guide you on the right path, he added.
Does your company have a mission statement? If so, do all your employees know what it is, and how it should affect their decision-making?