Entrepreneurship

Start-up entrepreneur on a mission to establish healthy eating habits for the next generation.

EVE Food Company
Founder

Year
2015 - 2018

Achievements

Created formulas, sourced packaging, and started in a commercial kitchen with 2 staff members. Sourced a contract manufacturer, ingredient suppliers, and developed a manufacturing SOP (standard operating procedures) to scale manufacturing.
Started in Southern California Farmer’s Market, then moved into retail at select grocery stores. Attended Natural Foods Expo and pitched to Whole Foods and Spouts.
Developed authentic brand identity and tone of voice. Designed and developed logo, characters, and retail packaging, website and creative content.
Gained experience pitching the concept in various meetings with buyers, investors, and other stakeholders.
The 1oz baby cubes were sensitive to losing their form, so a custom packaging tray was developed to accurately measure purees, and keep their shape during transport.

The mission

Parents strive to provide the best for their babies, but for some reason, we’ve come to accept the fact that baby food tastes terrible. How can we expect our kids to grow up liking the taste of real vegetables, when the baby food they become used to, tastes nothing like the real thing? At EVE, where EVE stands for "Eat Veggies Everyday," our mission is to make it easy for you to serve high quality baby food, so your kids grow up with an acquired taste for real vegetables, and develop life long healthy eating habits.

Product Development

EVE baby food cubes are 100% organic and made from just 1 ingredient each. I wanted parents to be able to choose what and how much they were giving their babies, and never doubt if there were any sneaky ingredients or fillers. The real taste of vegetables was key, and I found that flash freezing was the best way to lock in nutrition, pure flavor, and extend shelf life.

Brand Marketing

I created characters for each flavor to quickly signal to parents that this is a product for young children. The characters also played an integral role in the development of merchandise and branding assets to create long term brand recognition.
Meet the EVE Family: Bubba Squash, Ziggy Zucchini, Peri Pear, Caro Carrot, Sam Sweet Potato, Sweet Pea, Crispin Apple, and Brock Broccoli.

Packaging & Retail

The packaging was designed to neatly fit 16 cubes (1oz each) into each bag. I carefully selected the material so that it was food and freezer safe, and the zipper was easy to open and close. The biggest challenge was keeping the cubes from sticking together, and this packaging design optimized shipping and product quality.
I designed a case pack that could be converted into a shipper so that the products can easily be displayed in store.