- THE MAGAZINE
- FOOD MASTER
WhiteWave Foods is planning an expansion of Earthbound Farms months after acquiring the organic produce processor for $600 million. Kevin Yost, who was appointed president of Earthbound farm in January 2014, says the company will target growth not only with new items like kale salads, organic bowl salad kits and single-serve, ready-to-eat salad kits but also snacks and juices.
Speaking at the Consumer Analyst Group of New York’s conference, Yost claimed Earthbound holds a 45 percent market share in the organic packaged salad market and a 55 percent market share in the branded organic salad market.
“We don’t just want to pursue superfluous new product development,” says Yost. “We want to be a focused, disciplined product developer and launcher.
“And now with a WhiteWave lens and broader capabilities, we also see the opportunity and potential for brand extensions like juices and healthy snacks, as well as other adjacent categories. And we will be pursuing those in the future.”
Yost says WhiteWave’s current facility in San Juan Batista, CA will be sufficient to support increased production.