Eating Responsibly. Acting Responsibly.
Annie’s, Inc. Overview
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
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
• 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
Annie’s 20 Year History
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
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
organic snack mix in
Launched Bunny Fruit spring 2009
Launched Certified Organic snacks in
Deluxe Mac & Cheddar Bunnies summer 2008
How has Annie’s grown successfully?
Keys to Our Success
2. Eat Responsibly
3. Act Responsibly
4. Share our Story
5. Continuous Improvement – Journey
#1: Strong Principles - Mission & Values
To be the trusted and preferred natural and organic brand for
conscientious moms and kids
• 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
• 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
• 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.
…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
#2: Eat Responsibly – Brand Promise
Real and Premium, great
authentic tasting products
Socially Simple, natural
responsible and organic
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
• We source from small family
farms and choose high-
Largest purchaser of organic durum
wheat in the US
Organic pasta meals and snacks use
real cheddar from Organic Valley
#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.
Making green choices throughout our supply chain.
• Packaging: Post-consumer recycled materials
Cartons made from 100% recycled paper fiber and a
minimum of 35% post-consumer content.
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
Tracking water, energy, waste to better understand
our environmental footprint.
Connecting kids with real food and encouraging organic farming.
• Grants for Gardens
Funds for propagating school & community
30+ schools supported in 2009
• Sustainable Agriculture Scholarships
Helping the next generation of organic
farmers meet their dreams.
• Corporate Donations
Funding organizations making a difference
in the industry
#4: Sharing our Story – Be Transparent
Building trust by connecting in an honest, transparent way.
Direct Consumer Feedback