Anthem Oats

Transforming a Family Farm to a Consumer Brand

SHIFT

beyond commodity ag

Built a

LEGACY

to sustain

B2B to

CPG

Marketing, Strategy, Product Development, Coman Search, Supply Chain Management

USE CASES

Shelf-Stable

PRODUCT FORMAT

Brand Launch, Disruptive Innovation

BUSINESS GOAL

THE AMBITION

From B2B Oats to Consumer Packaged Goods

Anthem Oats, a venture started by the Sumption family, has roots in a long legacy of farming dating back to 1881. Focused on B2B oat production, the 5th generation was concerned about commodity ag burnout. They wanted to diversify and add significant value to their business portfolio by identifying and creating a CPG product using their oats.

THE CHALLENGE

Transforming the Business Model

The primary challenge was to transition from a B2B focus to a consumer market. Anthem Oats needed to identify viable consumer products, develop them, and establish a brand presence in a competitive market.

THE SOLUTION

Comprehensive End-to-End Support

JPG Resources partnered with Anthem Oats in an end-to-end series of projects from concept to launch. This collaboration involved identifying market opportunities, crafting optimal branding and positioning, leading product prototyping and development, establishing efficient manufacturing and supply chain processes, and developing a comprehensive sales strategy.

THE OUTCOME

Successful Nationwide Launch

Anthem Oats successfully transitioned to the consumer market, launching a range of oat-based products nationwide, and achieving placement in major retailers like Whole Foods, Target, and Kroger.

"I wanted something with a little more impact, a little more meaning. I wanted something that was good for our farm, a legacy you could hang your hat on —that I did something to make our farm better."

Taylor Sumption, Founder

THE IMPACT

Sustained Growth and Market Presence

The transition from B2B to consumer goods transformed Anthem Oats' business model, enabling them to expand their market reach and significantly enhance their portfolio. The strategic partnership with JPG Resources was crucial in navigating this transition and achieving remarkable growth.

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