Once Upon a Farm co-founder Ari Raz joins The Coconut Cult as CEO: ‘Its core following is really unmatched for a company of this size’ 01-Sep-2021 By Elaine Watson Ari Raz - who helped introduce Americans to fresh baby food via the Once Upon a Farm brand – has taken the helm at The Coconut Cult, another California-based startup attempting to carve out a new category in grocery.