ARI RAZ & CASSANDRA CURTIS, co-founders, Once Upon a Farm: We’re reinventing babyfood
By Elaine Watson
- Last updated on
The brainchild of San Diego-based entrepreneurs Cassandra Curtis and Ari Raz, Once Upon a Farm is an organic babyfood brand in a HPP-treated pouch that is merchandised in the dairy case or in standalone fridges in the babyfood aisle. Launched in 2015, the brand could be in 1,000 stores by the year end, predicts Raz.
But what’s so special about HPP-treated babyfood? The taste, the texture, the color, the aroma, and the nutrition, claims Curtis, who says parents aren’t happy with the “watery, sugary, mushy products in jars and pouches that have in many cases been heated twice [first the purees, then the final product].”
As for formulations, Once Upon a Farm is free of concentrates, preservatives and processed purees, but is also unusual in that most options include a source of fat (chia seeds, hemp seeds, avocado, extra virgin unrefined coconut oil), says Curtis.