Nosh Live 2024 Replay: Lessons From A Celebrity Farmer

Add “category captain” to Jennifer Garner’s list of achievements. While building a fresh baby food brand might not be the flashiest feature on the actor’s resume, her role as co-founder and chief brand officer at Once Upon A Farm is a powerful example of how celebrity involvement at a consumer brand can contribute to disruptive growth.

Kicking off Nosh Live Winter 2024, Garner and John Foraker, co-founder and CEO of Once Upon A Farm, discussed the seven-year journey of growing the startup beyond its pouched product origins into a next-generation childhood nutrition company with more than $100 million in annual revenue.

In this video, Garner and Foraker explain how the team’s early idea to freshen the baby food aisle allowed it to not only differentiate itself within a stale and stagnant category, but also secure early buy-in from its retail partners.

“When you’re an emerging brand, and you hammer your core, and you build a loyal audience of millions of households, and then you launch some great innovation that they view as additive to building the brand. You can get that innovation to go really big, really fast,” Foraker said.