In almost every grocery store across the USA from Whole Foods to smaller shops you’ll find a flower section loaded with cut flowers, plants, and orchids. I’ve always wondered why flowers have such a large presence in this type of retail environment but it’s a planned and strategic move on the part of supermarkets.
According to Paco Underhill, founder and CEO of behavioral research and consulting firm Envirosell, “If you can get someone’s nose and saliva gland working, they become a much less disciplined shopper.” So, flowers actually get shoppers to spend more! Shoppers also reason that flowers are fresh and natural just like food and if flowers are fresh in the store, probably other items like fruits and veggies are too. Not to mention an average gross margin of 47% on cut flowers sold in store according to a report by the International Fresh Produce Association!
Funding Continues for Food Ventures Especially if They Are Creative
Creative start-ups in the food arena are still receiving funding despite a pull-back by many venture capitalists in today’s economic environment. Here are a few examples:
Magic Spoon: This cereal company, previously only a direct-to consumer company, recently received $85 million in a series B venture capital investment to take their product into retail stores nationwide, mainly Target. Launched in 2019, Magic Spoon’s cereals are low in carbs, high in protein, keto-friendly and have no added grains, sugars or soy. They have fiercely loyal followers who swear by their products. Their tag line reads: “Perfect for Kids and Grownups of All Ages. Healthy Cereal That Tastes Too Good to Be True.”Look for Magic Spoon products in Target soon.
Simple Food Ventures: This is a venture capital fund focused on healthy food and beverages that has closed $6 million of its $15 million fundraise. Note it’s a female-founded fund that invests in seed to Series B consumer products companies “with a natural and organic ethos and a mass market appeal.” Some of the brands it has invested in since it started in 2020 are Aura Bora, Bears Fruit, Cure Hydration, Simulate and Tomorrow Farms.
Teens are Successful Entrepreneurs Too
No one is happier these days than Jay Jay Brown, the 19-year-old founder of Madison Brown Ice Cream who partnered with Jen Francis (a retail industry veteran from Nordstrom) to launch yet another ice cream line. Flavors include vanilla, chocolate, mint chocolate, cookies and cream, chocolate-chip cookie dough and red velvet sold in pint-sized containers.
If you’ve been shopping for ice cream lately, you might be saying to yourself…not another ice cream brand – how can they all survive? Madison Brown founders believe that “Madison Brown Ice Cream brings authentic family traditions around ice cream to life” – hopefully this will be enough. They also donate a portion of their sales to charities that benefit globally underserved communities. They are a minority-owned and mission driven brand that already has a celebrity following (Kris Jenner and DJ Khaled). You’ll be able to try Madison Brown at Ralphs, BevMo, H-E-B, later this year. If you can’t wait until then, buy online at www.walmart.com.
Sources:
Why Supermarkets Sell Flowers by Loren Feldman, 21 Hats, 21hats.substack.com
Cereal Startup Receives $85 Million Investment by Keith Nunes, Food Business News, www.foodbusinessnews.net
Magic Spoon：シリアルの会社で、以前は消費者直販のみを手がけていました。最近、シリーズBの資金調達でベンチャーキャピタルから8,500万ドルを調達し、全米の小売店流通にも乗り出しました。主にTargetで販売されています。2019年に設立された同社は、低炭水化物、高タンパク質で、ケトジェニックダイエットにも配慮していて、穀物、大豆、砂糖を添加していません。このシリアルを絶賛する熱烈なフォロワーがいます。キャッチコピーは、「Perfect for Kids and Grownups of All Ages. Healthy Cereal That Tastes Too Good to Be True.」（お子様とあらゆる年齢の大人に理想的。ヘルシーで信じられないほどおいしいシリアル）です。Targetで近くMagic Spoonの製品を見つけてみてください。
Madison Brown Ice Creamを設立した19歳の起業家、Jay Jay Brown氏ほど幸せな人は、昨今見当たらないかもしれません。Jen Francis氏（Nordstromに勤めた小売業界のベテラン）と手を組んで、新しいアイスクリームのブランドを立ち上げました。フレーバーは、バニラ、チョコレート、ミントチョコレート、クッキー＆クリーム、チョコチップクッキー、レッドベルベットで、1パイント（473ml）の容器で販売されています。
