I’ve seen a lot of skeptical or downright hostile comments about the Acquisition of Primal Kitchen by Kraft Heinz and my involvement with the business on ads, Instagram posts, and comment sections.
Listen, I understand the skepticism, but I want you to know that the decision to partner with Kraft Heinz was not taken lightly. I wanted to grow Primal Kitchen, but only by working with a company that would fully support Primal Kitchen’s mission. Although there are no guarantees as to how things will turn out, nearly five years later, I can confidently say that partnering with Kraft Heinz for growth has been extremely positive. Our partners believe in our mission and have given us the tools to bring Primal Kitchen to millions of homes.
You can now find us at retailers such as Costco, Walmart, Publix, Sprouts Farmers Market and Target nationwide, in addition to Whole Foods Market and natural health stores. We’re reaching more people in more places, which is actually how I think we can succeed in changing the food landscape.
Despite all this, Primal Kitchen remains autonomous. We decide what we do, what we produce, how we market and what we sell. We have just the support and scale to adhere to Primal Kitchen’s nutritional philosophy.
In fact, we’ve had almost the exact same team for the 4½ years since we sold Primal Kitchen, only we’ve added even more talent. The core team remains, including myself and Morgan, my co-founder. As the founder, I’m still involved in product creation, research and development, and monitoring ingredients and quality. Our commitment to using high-quality, Primal-approved ingredients hasn’t changed one iota and never will change as long as I’m involved.
For these reasons, Primal Kitchen is probably the biggest success story of recent food and beverage acquisitions. We continue to grow each year, we maintain the same team that brought us here, and with your help, we continue to improve the quality of foods and ingredients on grocery store shelves across America.
The best part for me is that instead of worrying about hiring and day-to-day running a business, I can focus on the fun parts, the things that first got me interested in starting a business. food: developing new recipes and testing new ingredients. In fact, that’s also the best part for all of you, because that’s where I shine – coming up with new additions to the lineup.
I was also able to expand into other areas and focus on growing as a person. The hardest part of a startup is getting started and making it viable. Just like once you get past the newborn years parenthood opens up a bit and starts to become a bit more free and clear, once you know your business is going to be successful you can really start to grow. .
I have my new footwear company, Peluva I founded with my son, Kyle. I am a grandfather twice now. I can spend more time with my wife and my family. My marriage has never been stronger. And in turn, I am more committed than ever to fulfilling Primal Kitchen’s ultimate mission. All of these things are possible from each other. They all feed off each other.
Generally speaking, I would caution against letting skepticism turn into cynicism. This is when pessimism wins out and the world turns against you. That’s when your luck turns. I don’t have an actual explanation for why this is happening, but I just know it is happening. Seen a hundred times in my life in dozens of people I’ve known over the years.
Now that I have you here, I would like to know what you want to see from Primal Kitchen. Anything, lay it on me. What works for you, what doesn’t? What new products do you think we should offer?
As always, thank you for helping us change the way the world eats.