Organic Valley

How do you take a cult brand mainstream without alienating your core?

emotional insight deep dive


In 2012, Organic Valley was a successful $600M organic foods company with a loyal following in the alternative health food channels, but almost no presence in the mainstream food channels. They asked Brandgarten to help strategically bridge this gap while reinforcing their core story among health food fans. Our research showed that moms weren’t buying these products just for the functional benefits of organic. Their choice was strongly linked to their desire to be a good mom and do the right thing for their family and the world. Organic Valley’s core story was one of innocence and purity. They weren’t just marketing organic products, they were “cultivating goodness.”


Organic Valley created their first ever mainstream marketing campaign. Since this launch, company sales have grown to over $1B.

“The work that Brandgarten team did for Organic Valley was groundbreaking in preparing us for continued strong growth. They immediately recognized what we needed and how to convince a skeptical group of common sense entrepreneurs how this first ever strategy work would be invaluable to setting the foundation for the future. Their work fueled the launch of a complete package redesign that is driving sales and the first TV and media campaigns for the brand. Highly recommend would be an understatement.”


—Lewis Goldstein, VP Marketing