Annies, Inc. Overview

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A quick overview of Annie's history and key factors behing our success

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Annies, Inc. Overview

  1. 1. Eating Responsibly. Acting Responsibly. Annie’s, Inc. Overview
  2. 2. Annie Withey – our founder “My three roles as mom, organic grower, and “Annie” are very much intertwined. All have taught me the importance of sharing real, wholesome meals as a family and of supporting family farmers. At Annie’s, we make our products with real ingredients, all found in nature—no artificial anything—and are honored that our loyal friends and customers continue to invite us to share in their family meal time.” –Annie Withey
  3. 3. Annie’s Early Days Annie’s Homegrown founded in 1989 • Began with the desire to give families everywhere healthy alternatives to traditional comfort foods. • Goal was to do everything differently from the mainstream – to show by example that a successful business can also be socially responsible • socially responsible • green • white cheese vs artificially colored orange cheese • purple box vs. blue box • grassroots evangelism vs. advertising • ingredients you’d find in a kitchen vs. those made in a lab
  4. 4. Annie’s 20 Year History Annie’s introduces Cheddar Introduced Bunnies Launched cereal in Introduce Classic Annie’s Naturals First to develop Bunny organic Spring 2007. Crackers in launched organic macaroni Grahams in crackers and extensions summer 2008 AN packaging Goddess dressing and cheese Spring 2005 in summer Re-designed 2008 and launched in October 2009 1989 1993 1998 2002 2004 2005 2006 2007 2008 2009 Annie’s Homegrown Solera Capital founded. Introduced purchases Purple Box, the first Annie’s all-natural macaroni Homegrown in and cheese August 2002 Acquired Annie’s Naturals in November 2005 Launched Launched organic snack mix in Launched Bunny Fruit spring 2009 Launched Certified Organic snacks in Deluxe Mac & Cheddar Bunnies summer 2008 Cheese and extensions in spring 2009
  5. 5. How has Annie’s grown successfully? Keys to Our Success 1. Mission/principles 2. Eat Responsibly 3. Act Responsibly 4. Share our Story 5. Continuous Improvement – Journey
  6. 6. #1: Strong Principles - Mission & Values Mission To be the trusted and preferred natural and organic brand for conscientious moms and kids Values • Annie’s is real, authentic, and trusted by consumers. As a company we strive to build upon this legacy with every decision we make. • Annie’s only makes products that taste great; they delight our consumers. Annie’s uses only simple natural and organic ingredients, no icky additives or pesky preservatives. • Annie’s sources only from places and people we trust, with high emphasis on quality, as well as agricultural and environmental sustainability. We believe in transparency. • Annie’s is a socially responsible company, and through our actions and programs we spread awareness and act as a positive role model for consumers and other business to do the same. • Annie’s and its valued employees treat consumers, customers, suppliers, shareholders, and each other, with the same high degree of respect, fairness, & honesty that we expect of others.
  7. 7. State them over, and over, and over…..
  8. 8. …And Stay True To Them Every Day Every decision rooted in our mission and values. Annie’s core values are a key underpinning of all the company does/every choice that’s made. Delivering great tasting, healthy products and being socially responsible are imbedded in brand’s DNA/Soul.
  9. 9. #2: Eat Responsibly – Brand Promise Real and Premium, great authentic tasting products TRUSTED BRAND Socially Simple, natural responsible and organic brand ingredients
  10. 10. Delicious and High Quality Kids love it. And moms feel good about serving Annie’s. • Annie’s uses only straight- from nature ingredients – no icky additives or pesky preservatives! • We source from small family farms and choose high- quality partners.  Largest purchaser of organic durum wheat in the US  Organic pasta meals and snacks use real cheddar from Organic Valley
  11. 11. #3: Act Responsibly – Consider Impact on Society We see the word as an interconnected system. We nourish communities by providing healthy food, promoting sustainability and supporting organizations motivated by our same intrinsic purpose.
  12. 12. Promoting Sustainability Making green choices throughout our supply chain. • Packaging: Post-consumer recycled materials whenever possible.  Cartons made from 100% recycled paper fiber and a minimum of 35% post-consumer content.  Vegetable based-inks.  Feature creative suggestions to re-use boxes. • Energy: Making green power choices.  Partner with NativeEnergy to offset carbon dioxide emissions from corporate headquarters, manufacturing facilities and distribution warehouse.  Mobile Tour runs on biodiesel • Measurement: Surveying our production partners.  Tracking water, energy, waste to better understand our environmental footprint.
  13. 13. Supporting Communities Connecting kids with real food and encouraging organic farming. • Grants for Gardens  Funds for propagating school & community gardens nationwide.  30+ schools supported in 2009 • Sustainable Agriculture Scholarships  Helping the next generation of organic farmers meet their dreams.  $50K annually • Corporate Donations  Funding organizations making a difference in the industry
  14. 14. #4: Sharing our Story – Be Transparent Building trust by connecting in an honest, transparent way.
  15. 15. Direct Consumer Feedback • http://www.annies.com/guestbook
  16. 16. Thank You

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