MOVING 3rd GENERATION FARMERS FROM COMMODITY TO VALUE-ADDED CPG
Leon Etchepare and Kevin Amator hail from families that have farmed walnuts for 3 generations. But they weren’t satisfied selling the same commodity nuts their forefathers had. They knew about the health benefits of walnuts, and believed that consumers would be open to a walnut version of a favorite food. But they didn’t know anything about getting a retail product to market.
Mattson worked with Wellnut Farms to do what they were told was impossible: create a delicious walnut butter that wasn’t bitter, tannic, or susceptible to rancidity. Our work resulted in a delicious, decadent “wholesome indulgence,” a tagline we created for their brand, which we brought to life with a memorable brand character icon and package design.
After launching the line of 3 walnut butters at the Fancy Food Show in San Francisco in 2018, Wellnut Farms was off to a great start, with orders from Gelson’s and other retailers.
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