My recurring Food Entrepreneurs column for Edible Nutmeg. In the Spring 2016 edition I tell the startup journey of Planet Fuel Beverage Company.

1. 10 Spring 2016 edible NUTMEG
FuelingTheWorld
A Fairfield Couple’s Startup Journey in Organic Juices
STORY TONY VENGROVE PHOTOS STEPHANIE STELLATO
FOOD ENTREPRENEURS
A
n entrepreneur will tell you that inspiration can strike
at any time and in any place. For Amy Barnouw, the
vision for Planet Fuel Beverage Company revealed it-
self while she was standing in line at Fairfield’s Village
Bagels. It was there, with her three children in tow,
that she spotted a gap in the beverage market: a lack of hip, healthier
juice brands for kids.
“The only choices were either juice boxes and foil-pouched juices
geared toward toddlers or high-sugar drinks targeted to adults,” Amy
says of her inspirational moment. “Why can’t there be a healthier juice
brand with a ‘cool factor’ that teens and tweens can call their own?”
A few days later, Amy and her husband, Tom Barnouw, sketched
out a business plan and decided to take a shot on goal. From there, it
took three long years to bring their concept to market. During this
period, Tom continued his full-time IT job, while Amy continued the
demanding job of raising their five-year-old and three-year-old twins.
All the launch planning, research, and product development took
place in the evening hours after the children were put to bed. “It was
my sanity,” Amy recalls. “Despite my exhaustion at the end of the day,
I looked forward to spending those late nights working on a dream.”
From its inception, Planet Fuel was thoughtfully positioned to be
more than just a healthier juice. Amy’s professional background is
rooted in the environmental nonprofit sector. “From day one, I wanted
Planet Fuel to be a brand that connects consumers to doing something
good,” she noted. “I believe in mission-driven companies and think
there needs to be more of them.”
Ever since college, Amy had a gut feeling she would eventually start
her own business. One might say her “aha” moment wasn’t quite so
accidental, given that she was on the lookout for the right opportunity.
Creating a food brand that is good for kids and good for the environ-
ment was simply a marriage of her two biggest passions.
The Barnouws picked the name, “Planet Fuel,” to establish the
brand’s association with the environmental movement. They joined
the global organization, 1% For The Planet, to demonstrate their
commitment to return a portion of company profits to environmental
causes. As the brand grows, they will increase their programming to
engage and educate children to make an impact with environmental
and sustainability issues.

2. ediblenutmeg.com Spring 2016 11
Thus far, the response from consumers and retail partners has been
very encouraging. “Wherever we go to sample our juices, the reaction
from young adults and parents is incredibly energizing,” Tom said.
“First, they love the taste of our products. Second, they value what we
are doing to educate and inspire our young consumers to choose prod-
ucts that are good for their bodies and good for the planet.”
The company celebrated a somewhat
serendipitous moment in January, when
the newly released national Dietary Guide-
lines for Americans urged consumers to
limit their intake of added sugars, specifi-
cally calling out high-sugar soft drinks as
problematic. “Already, one in seven calories
consumed by youth are from added sugars in products like soda and
sports drinks,” according to Dr. Jane L. Delgado, President and CEO
of the National Alliance for Hispanic Health.
The timing couldn’t be better to reinforce the brand’s mission.
The company is poised for growth, and like most growing startups, is
working hard to build strategic partnerships and raise working capi-
tal to fuel its expansion. The Barnouws are optimistic that they will
find the right investment partner. If the response from Connecticut’s
startup community is any indication, their confidence is warranted.
The company recently received recognition and prize money from the
likes of The Refinery, reSET’s Social Impact Challenge, and the Mor-
ris Media Group’s “Green Awards.”
The Barnouw’s passion for their business is infectious; it’s no won-
der they create brand advocates wherever they go. But they don’t run
on passion alone. They truly believe in the fundamentals and taking a
methodical approach to growing their business. Perhaps that’s a func-
tion of the advice they once received from a good friend and successful
food entrepreneur who warned, “Don’t get suckered into fast growth,
because you won’t be able to sustain it.”
A disciplined approach appears essential for these parent-entrepre-
neurs who must balance an array of responsibilities. Amy shifts roles
repeatedly throughout the day. A typical morning starts with any par-
ent’s familiar dash to get the kids on the school bus but then evolves
into a business operation, rushing to get all her Planet Fuel supplies
loaded into the minivan for a retail product demonstration an hour
away. The fact that they can make it work should serve as inspiration
for budding Connecticut entrepreneurs.
The couple seems to take the ups and downs associated with the
startup grind in stride and appears to have plenty of grit and determi-
nation left to build upon their momentum. “Planet Fuel is the sum of
everything we’ve been through,” reflects Amy. “It’s been an amazing
journey, and I’m excited about our future.”
For more information about where to find Planet Fuel bever-
ages or to help support their mission, visit Planet Fuel online at
planetfuel.com.
> Planet Fuel Beverage Company: 146 Harwich Rd., Fairfield;
203-767-4234; planetfuel.com
Tony Vengrove is Founder & CEO of Miles Finch Innovation in New Milford.
He’s passionate about fostering creativity and entrepreneurism in Connecti-
cut. Follow him on Twitter @Tony_Vengrove.
From day one, I wanted Planet Fuel to be
a brand that connects consumers to doing
something good.
Co-Founders Amy
and Tom Barnouw.