Episode #1236 Kaitlin Barton: Inside Califia Farms' Plant Based Food Revolution

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The interview video

Kaitlin and Jenna discuss how Califia Farms is changing the food system and their "unlimited runway to innovate." 


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Kaitlin Barton

Senior Marketing Director at Califia Farms View Full Profile

Learning Points

  • An inside look into Califia Farms culture and the team that powers the leading plant-based brand (Their product team is only four people!) 
  • Storytelling at Califia Farms and why the brand’s highest goal is to Be Human
  • The team’s social media strategy and why they rely on optimism, integrity, and true friendship to build authentic one-on-one connections; “The value of our relationship with our consumers is lifelong. It has nothing to do with winning a purchase. We want to win your friendship.”
  • How Califia Farms became the top selling cold-brew coffee in the natural foods category, second only to Starbucks in the entire sector 
  • Why the team prioritizes accessibility to reach and educate all consumers and an inside look into shaping the Nitro storyline: with its “Better Coffee for All” campaign, including wtfisnitro.com 
  • Kaitlin’s work tailoring the team’s marketing strategy across their 27,000 retail locations; “It’s not about spending a ton of money to beat our competitors. It’s finding ways to show up in unexpected places and partnerships.” 
  • Deliberate growth and making the right decisions about where to invest  - People and products; "Where you choose to put your money as a young company says a lot about your long-term potential."