By Sheldon Baker05.26.23
Rikki Bhatti is co-founder of California-based Unbound. Born and raised in the Yuba City, California Area, he started working on his family’s farms when he was 7 years old, holding various jobs, from driving machinery to working in the fields. Bhatti’s love for farming and passion for the outdoors was instilled at a young age when he would spend time with his grandfather learning the art of farming. After graduation, he decided to join the family business. Since the 1950s, the company has grown and harvested California walnuts on its family farms in Sacramento. As third-generation stewards, they carefully tend their walnut groves to provide the freshest, highest quality California walnuts, and unlock its deliciousness with inspired flavors. A third generation of family and lifelong friends is at the helm with new ideas to see the entire process through from harvesting, hulling, and drying to shelling and packing, as well as final Unbound roasting and seasoning. Together, Unbound is on a mission to reimagine snacking and live life unbound.
Health E-Insights (HEI): The company moved from a California walnut grower to retail product development and distribution. What brought on this change?
Bhatti: As we looked at the retail space we noticed an abundance of almonds, pistachios, and other nuts, but where were the walnuts? Walnuts are usually mixed in with the other nut products but no walnut-only options. We decided to change that by bringing Unbound Snacks to the retail world. It is important for us to have a product with personality that fits in with bold and inclusive lifestyles so we can give walnuts the spotlight they rightfully deserve. We’re on a mission to make walnuts an out-of-shell snacking experience. Packed with omega-3 ALA, antioxidants, and vitamins, Unbound Snacks are nutritious and can become craveable.
HEI: California was in a drought and now has an abundance of wetness. How, if anything, has the weather played a role in your walnut growing?
Bhatti: The wet weather negatively impacted certain areas of agriculture, but the rain has been welcome to California. The walnuts were in dormancy through the rainy season and just started to wake up. The rain saturated the farm ground, which is a great thing because the walnut trees are now able to tap into that wet soil as they awaken.
HEI: Your product packaging is quite unique. How was the Albert Einstein image brought into the Unbound design mix?
Bhatti: The Genius, as we call him, came about because we wanted to have unique packaging that stands out, and considering walnuts support brain health, we felt including The Genius on the packaging was a brilliant way to capture that.
HEI: What do you feel your competitive advantage will be?
Bhatti: Regarding other snacking nuts, our competitive advantage is the walnut itself. Walnuts are packed with antioxidants and have a better omega-3 fatty acid ratio than most, which supports energy, brain function, and heart health. And as the actual farmers of walnuts, we’re able to ensure that only the highest quality walnuts make the cut. Additionally, our roasting process binds the flavor to the walnut. Setting us apart from the other nut competitors who coat their products in powder. This allows for a more balanced taste and doesn’t leave a customer with a bag full of crumbs at the end of their snacking.
HEI: What two words come to mind when describing/talking about your brand?
Bhatti: The two words that come to mind are “uniquely unbound.” We dress up our five flavors with spicy chili, real lime, harvested sea salt, fresh ground imported pepper, Indonesian cinnamon, creamed butter, and brown sugar.
HEI: In addition to sales, how will you evaluate company success?
Bhatti: Another way we evaluate our company’s success is by creating raving fans. We want to create a loyal following that not only embraces and engages with our brand but embodies it by living their lives unbound. That is why incorporating Unbound Snacks into every lifestyle is so important to us. We want to ensure we can reach and interact with people in all walks of life.
HEI: On a personal note, share one thing about yourself that most people don't know.
Bhatti: One thing most people don’t know about me is I’ve been working on the family farms since I was 7 years old. I’ve always enjoyed being outdoors and working with my hands.
HEI: In the early going, where will your product line be sold, and at what price point?
Bhatti: We can be found on our website, www.unboundsnacks.com, Faire, and we’re excited to be launching it on Amazon very soon. The retail price point is $6.99.
About the Author: Sheldon Baker is CEO of Baker Dillon Group LLC and has created numerous nutraceutical brand marketing communications and public relations campaigns for well-known supplement and food industry companies. For Health E-Insights interview consideration or brand marketing consulting, contact him at SBaker@BakerDillon.com.
Health E-Insights (HEI): The company moved from a California walnut grower to retail product development and distribution. What brought on this change?
Bhatti: As we looked at the retail space we noticed an abundance of almonds, pistachios, and other nuts, but where were the walnuts? Walnuts are usually mixed in with the other nut products but no walnut-only options. We decided to change that by bringing Unbound Snacks to the retail world. It is important for us to have a product with personality that fits in with bold and inclusive lifestyles so we can give walnuts the spotlight they rightfully deserve. We’re on a mission to make walnuts an out-of-shell snacking experience. Packed with omega-3 ALA, antioxidants, and vitamins, Unbound Snacks are nutritious and can become craveable.
HEI: California was in a drought and now has an abundance of wetness. How, if anything, has the weather played a role in your walnut growing?
Bhatti: The wet weather negatively impacted certain areas of agriculture, but the rain has been welcome to California. The walnuts were in dormancy through the rainy season and just started to wake up. The rain saturated the farm ground, which is a great thing because the walnut trees are now able to tap into that wet soil as they awaken.
HEI: Your product packaging is quite unique. How was the Albert Einstein image brought into the Unbound design mix?
Bhatti: The Genius, as we call him, came about because we wanted to have unique packaging that stands out, and considering walnuts support brain health, we felt including The Genius on the packaging was a brilliant way to capture that.
HEI: What do you feel your competitive advantage will be?
Bhatti: Regarding other snacking nuts, our competitive advantage is the walnut itself. Walnuts are packed with antioxidants and have a better omega-3 fatty acid ratio than most, which supports energy, brain function, and heart health. And as the actual farmers of walnuts, we’re able to ensure that only the highest quality walnuts make the cut. Additionally, our roasting process binds the flavor to the walnut. Setting us apart from the other nut competitors who coat their products in powder. This allows for a more balanced taste and doesn’t leave a customer with a bag full of crumbs at the end of their snacking.
HEI: What two words come to mind when describing/talking about your brand?
Bhatti: The two words that come to mind are “uniquely unbound.” We dress up our five flavors with spicy chili, real lime, harvested sea salt, fresh ground imported pepper, Indonesian cinnamon, creamed butter, and brown sugar.
HEI: In addition to sales, how will you evaluate company success?
Bhatti: Another way we evaluate our company’s success is by creating raving fans. We want to create a loyal following that not only embraces and engages with our brand but embodies it by living their lives unbound. That is why incorporating Unbound Snacks into every lifestyle is so important to us. We want to ensure we can reach and interact with people in all walks of life.
HEI: On a personal note, share one thing about yourself that most people don't know.
Bhatti: One thing most people don’t know about me is I’ve been working on the family farms since I was 7 years old. I’ve always enjoyed being outdoors and working with my hands.
HEI: In the early going, where will your product line be sold, and at what price point?
Bhatti: We can be found on our website, www.unboundsnacks.com, Faire, and we’re excited to be launching it on Amazon very soon. The retail price point is $6.99.
About the Author: Sheldon Baker is CEO of Baker Dillon Group LLC and has created numerous nutraceutical brand marketing communications and public relations campaigns for well-known supplement and food industry companies. For Health E-Insights interview consideration or brand marketing consulting, contact him at SBaker@BakerDillon.com.
