Just two years ago, the startup offered only three retail products in less than 100 stores, but now has 15 products – including a new line of single-origin, ethically produced oils and Peruvian spice salt – in 3,000 stores nationwide.
The company’s meteoric growth is fueled by growing consumer interest in sustainably produced foods and beverages – and particularly those, like SIMPLi’s, that are Certified Regenerative Organic, which SPINS sites as one of the fastest growing sustainability claims with units up 39% to reach sales of $13 million in the 52 weeks ending Nov. 5.
“We have seen robust growth across the channels and retail, and what we are able to provide retailers is … multiple pantry staple categories that are regenerative organic certified,” which is the “gold standard in the marketplace,” Matt Cohen, co-founder of SIMPLi, said.
He added that while currently only one out of every three consumers is aware of regenerative organic agriculture, “we are just at the very beginning of this regenerative movement.”
He explained, “Consumers care about where their food come from, how it is grown, and the people behind it, their level of curiosity is growing and being aware and having transparency in their supply chains and asking the questions where it comes from. So, we really want to provide an option for consumers that allow them to have just amazing quality, flavorful ingredients from around the world, to cook amazing meals, [and] to connect around food.”
Education is essential to the long-term success of regenerative organic agriculture
To help consumers and retailers better understand the value of regenerative organic agriculture, SIMPLi recently launched a new website, which Co-founder Sarela Herrada describe as “a beautiful educational place, where you can find stories that are deeper about our farmers, the ingredients, how they are rotated, how to use them, how to cook them,” and to be inspired by SIMPLi’s collaborative partners.
She added SIMPLi also is investing heavily in telling the stories of its farmers and regenerative organic agriculture through its social media.
SIMPLi is also expanding consumer awareness about regenerative agriculture by making more products produced with these methods available in more aisles, including the recent launch of its Peruvian Spice Salt and single-origin oils.
SIMPLi launches single-origin oil, Peruvian salt blend to
To meet anticipated growing consumer demand for regenerative organic agriculturally produced products, SIMPLi is expanding its portfolio of pantry staples to include a new Peruvian spice salt blend and single-origin extra virgin olive oil from Sparta, Greece.
The spice salt blend includes a salt that is rich in minerals and which complements a set of herbs that represent traditional Peruvian flavors, Herrada said.
Cohen notes the olive oil is “at a very affordable price point” under $20 compared to similar offerings that typically sell for $20 to $40.
Both are available at Whole Foods Market nationwide.
SIMPLi’s Regenerative Pathway Program reinforces its supply chain
As SIMPLi expands its distribution and portfolio it also is expanding and reinforcing its supply chain by helping more farmers adopt regenerative agriculture practices through its Regenerative Pathway Program. By the end of the year, the company expects more than 1,000 new farmers will join the program on top of the 30% increase in farm partners it had in the first half of 2024.
The program offers a “solution to go from conventional farming to organic farming to regenerative organic certified farming, and within that system we provide various resources, whether it is education,” access to agronomists on the ground to support the farmers or other financial resources and tools to “really drive tangible social impact to farmers” and the environment,” Cohen said.
Cohen and Herrada stress the importance of working directly with farmers to adopt regenerative organic agriculture and the value of certification as protection against greenwashing.
They also say they hope SIMPLi’s rapid growth and success will encourage more CPG companies to embrace and encourage regenerative organic agriculture as a practice that is not only good for the planet, but also their business.
“Focusing on converting soil, on support your farmer, if you do not have that direct relationship, build one … because we can create beautiful brands and beautiful marketing, beautiful sales organizations, but without a product that truly stands for the claims that you have, we could convey that into greenwashing or we can fall under not having product to sell,” said Herrada. “So, focus on supply and focus on how you can really represent the farmers at the shelf, because that is the promise that we are creating.”
