SARAH WALLACE, CEO, THE GOOD BEAN: I do believe that ‘all-natural’ as a catch phrase may have run its course
First we approached Sarah Wallace, who cut her teeth with Clif Bar, Kashi, Bear Naked, Think Products, and PopChips, and is now CEO of The Good Bean, which is based in Berkley, California, and makes roasted chickpea snacks, bean chips and bars.
Do all natural claims still resonate with shoppers?
I do believe that ‘all-natural’ as a catch phrase may have run its course. Consumers don’t seem to see that claim anymore, rather, they look for *evidence* of all-natural, such as a clean ingredient label, 3rd party certifications, and sometimes, the visual of the package can go a long way in communicating wholesome attributes.
Do shoppers get the difference between ‘natural’ and organic?
I believe the awareness of organic practices is at an all-time high, and after the drop-off of 2008, consumers seem willing to pay a premium for organic foods again.