I was listening to Irwin D. Simon the CEO of Hain Celestial on a webcast yesterday and he mentioned a consumer insight that was both true and funny. Mr. Simon’s company is the largest natural organic food producer in the U.S. Not too long ago, said Simon, people would prefer to eat the bag over the food. Add that to the fact that natural organic products typically cost 15-20% more and you have some serious roadblocks.
Hain Celestial is doing so well these days because it is focusing on taste. For many people, when you say “nature bars” or “grain and oat cookies” the mental response is cotton-mouth. The reason obesity is pandemic in the U.S. is because sugar, salt and fat taste good. Changing the taste profile of natural food is why Hain Celestial is growing a 3 times the pace of traditional foods.
Hain Celestial’s product portfolio is growing. Their products are 99% GMO free (Genetically Modified Organisms.) And though I wouldn’t exactly put them in the craft economy category, they are getting there. BluePrint, their cold pressed juice brand, is definitely a craft product.
Keep an eye on Hain Celstial. The CEO gets consumers, product, and marketing. And that’s a tasty recipe.