Eating Responsibly. Acting Responsibly. Annie’s, Inc. Overview
Annie Withey – our founder
“My three roles as mom, organic grower, and “Annie” are very much intertwined. All have taught me the importance of sharing real, wholesome meals as a family and of supporting family farmers.
At Annie’s, we make our products with real ingredients, all found in nature—no artificial anything—and are honored that our loyal friends and customers continue to invite us to share in their family meal time.” –Annie Withey
Annie’s Early Days
• Began with the desire to give families everywhere healthy alternatives to traditional comfort foods.
• Goal was to do everything differently from the mainstream – to show by example that a successful business can also be socially responsible
• socially responsible
• green
• white cheese vs artificially colored orange cheese
• purple box vs. blue box
• grassroots evangelism vs. advertising
• ingredients you’d find in a kitchen vs. those made in a lab
Annie’s Homegrown founded in 1989
Annie’s Homegrown founded. Introduced Purple Box, the first all-natural macaroni and cheese
First to develop organic macaroni and cheese
Solera Capital purchases Annie’s Homegrown in August 2002
Launched Bunny Grahams in Spring 2005
Introduced cereal in Spring 2007. and extensions in summer 2008
Annie’s introduces Cheddar Bunniesorganic crackers
Acquired Annie’s Naturals in November 2005
1989 1993 1998 2002 2004 2005 2006 2007
Annie’s Naturals launched Goddess dressing
2008
Launched organic Bunny Fruitsnacks in summer 2008 and extensions in spring 2009
Launched Certified Organic Cheddar Bunnies
Launched Deluxe Mac & Cheese
2009
Launched snack mix in spring 2009
Introduce Classic Crackers in summer 2008
Annie’s 20 Year History
AN packagingRe-designed and launched in October 2009
How has Annie’s grown successfully?
1. Mission/principles2. Eat Responsibly3. Act Responsibly 4. Share our Story 5. Continuous Improvement – Journey
Keys to Our Success
#1: Strong Principles - Mission & Values
Values• Annie’s is real, authentic, and trusted by consumers. As a company we strive to build upon this legacy with every decision we make.
• Annie’s only makes products that taste great; they delight our consumers.Annie’s uses only simple natural and organic ingredients, no icky additives or pesky preservatives.
• Annie’s sources only from places and people we trust, with high emphasis on quality, as well as agricultural and environmental sustainability. We believe in transparency.
• Annie’s is a socially responsible company, and through our actions and programs we spread awareness and act as a positive role model for consumers and other business to do the same.
• Annie’s and its valued employees treat consumers, customers, suppliers, shareholders, and each other, with the same high degree of respect, fairness, & honesty that we expect of others.
MissionTo be the trusted and preferred natural and organic brand for conscientious moms and kids
State them over, and over, and over…..
…And Stay True To Them Every Day
Annie’s core values are a key underpinning of all the company does/every choice that’s made.
Delivering great tasting, healthy products and being socially responsible are imbedded in brand’s DNA/Soul.
Every decision rooted in our mission and values.
#2: Eat Responsibly – Brand Promise
Real and authentic
Simple, natural and organic ingredients
Premium, great tasting products
Socially responsible
brand
TRUSTED BRAND
Delicious and High Quality
• Annie’s uses only straight-from nature ingredients – no icky additives or pesky preservatives!
• We source from small family farms and choose high-quality partners. Largest purchaser of organic durum
wheat in the US Organic pasta meals and snacks use
real cheddar from Organic Valley
Kids love it. And moms feel good about serving Annie’s.
#3: Act Responsibly – Consider Impact on Society
We see the word as an interconnected system. We nourish communities by providing healthy food,
promoting sustainability and supporting organizations motivated by our same intrinsic purpose.
Promoting Sustainability
• Packaging: Post-consumer recycled materials whenever possible. Cartons made from 100% recycled paper fiber and a
minimum of 35% post-consumer content. Vegetable based-inks. Feature creative suggestions to re-use boxes.
• Energy: Making green power choices. Partner with NativeEnergy to offset carbon dioxide
emissions from corporate headquarters, manufacturing facilities and distribution warehouse.
Mobile Tour runs on biodiesel
• Measurement: Surveying our production partners. Tracking water, energy, waste to better understand
our environmental footprint.
Making green choices throughout our supply chain.
Supporting Communities
• Grants for Gardens Funds for propagating school & community
gardens nationwide. 30+ schools supported in 2009
• Sustainable Agriculture Scholarships Helping the next generation of organic
farmers meet their dreams. $50K annually
• Corporate Donations Funding organizations making a difference
in the industry
Connecting kids with real food and encouraging organic farming.
#4: Sharing our Story – Be Transparent
Building trust by connecting in an honest, transparent way.
Direct Consumer Feedback
• http://www.annies.com/guestbook
Thank You
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