Company: Annie's Homegrown
Location: Napa, California
Industry: Consumer packaged goods (B2C)
Annual revenue: Confidential
Number of employees: 65

Quick Read:

This case study outlines how Annie's Homegrown used grassroots marketing to propel itself from a home-based startup selling a commodity food item—packaged macaroni-and-cheese—in small mom-and-pop natural food stores to a business with products that are sold by supermarkets in all 50 states.

The keys to the success of Annie's Homegrown?

• Grassroots marketing to build consumer demand
• Great Web site marketing
• A commitment to natural and organic foods and green packaging;
• Promotion of social causes valued by its target demographic.

Challenge:

To stand out in a commodity business and achieve market penetration without compromising social values—and without the benefit of a fat marketing budget.

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