Olivia's Organics, the Chelsea, Mass.-based produce brand of State Garden, is marking its 20th anniversary this year. It got its start just as packaged salads began to take off, says State Garden CEO Mark DeMichaelis.
State Garden had recently acquired the assets of Northeast Fresh, and the company wanted to expand its business offerings, DeMichaelis says.
“We thought this would be a good entry point for our family and our company, as it was an emerging part of the business and an emerging part of the salad business,” he says. “What we did realize very quickly was these items lent themselves well to be grown organically.”
DeMichaelis says the price parity between conventional and organic was also narrow, which meant the company could offer organic packaged salads on the East Coast and keep the price close to its conventional counterparts. He says Olivia's Organic was the first company to devote a facility east of the Mississippi to organic lettuce production, which State Garden's customers sought out.
“We felt that we could provide a solution for them, where you order the product from us today and we can get it into your stores tomorrow, creating a fresher product and one in which you could really smooth out some of the bumps in the supply chain, and it really got caught on,” he says.
DeMichaelis says that one thing the company learned quickly was that organic customers wanted a brand to differentiate the organic products from those conventionally grown. After tossing around a few ideas without them landing, a State Garden employee suggested the brand be named after DeMichaelis' new daughter, Olivia — the only girl of eight grandchildren.
Olivia is now 22 and a college graduate, and DeMichaelis says it's been fun watching both Olivia's Organics and his daughter grow up. And as for what she thinks of her being the namesake for the brand, DeMichaelis says, “I think she never really got it until she started getting older, and people say, ‘Oh, you're the great little Olivia.' And so now it's very cute how she handles it.”
More Than Just Organics
DeMichaelis says a big part of the milestone celebration will be a focus on Olivia's Organics Children's Foundation, which supports children's charities operating in the communities where Olivia's Organics products are sold. He says it was important to his father to give back to the community.
DeMichaelis says this tie to the foundation resonates with Olivia's Organic consumers.
“I feel that it gave them a window into who we were as people, and it gave them a window into what we were trying to create with the brand, beyond what organic already was, which was an environmentally friendly brand, and one that is farming responsibly,” he says.
DeMichaelis says he's seen an evolution in what organics means to consumers, going beyond environmentally friendly farming practices to its health benefits.
“We feel like we are on a great path due to the fact that we certainly are marketing clean ingredients, and we're also marketing things that are farming cleanly as well,” he says. “The nexus of that has created, I think, some great tail winds for organic in general, and Olivia's Organics especially, and we remain the No. 1 organic salad brand in the Northeast.”
He says he doesn't see the demand for organics stopping as more shoppers pay closer attention to the foods they consume.
“We like to think that we were one of the first companies that really made organic, brought it mainstream, so more than just those folks that could afford it are purchasing it,” he says. “You see it in everyone's basket as we're going through, and it's crossing all demographics, from children to older folks. So, it is something widely acceptable now, and we're excited about where it's going.”
And the company has some exciting things planned for its future, DeMichaelis says. This includes adding new varieties to its offering mix and offering a locally grown version of Olivia's brand.
“We're finding that's what we see our customers looking for these days is products that go beyond just the nutritional value, like the spinach and the arugula and the kale that we've been providing, and different profiles that add a lot crunch to it, and we feel like we found some pretty cool varieties that will fit well into these, the Olivia's lineup and the brand, and that's really going to be our next evolution as the brand continues to grow over the next 20 years,” he says.
Year-Round Celebration
The company was set to hold a 20th Anniversary Sunset Soirée on Sept. 4, where customers, community members and more can gather for a celebration on the Boston waterfront.
“We wouldn't be here without the support the customers have given us and certainly our growers,” he says. “When we got our start, we were very early in the organic business, and I had some really great grower partners who committed to working with us as they transitioned their land from conventional to organic and remain partners today.”
Olivia's Organics plans to donate $20,000 to the Greater Boston Food Bank during its Sunset Soirée. The company has also committed to donating an additional $500,000 to deserving local nonprofits through the Olivia's Organics Children's Foundation over the next five years.
The brand also plans 20 weeks of programming in stores, community events and online with in-store promotions on Olivia's products, social media activations and more.
Olivia's Organics will take nominations from customers and fans for a chance to win surprise lunches and fresh greens for local nonprofits and community groups from the brand's team.
It also plans to amplify its program offering fresh produce and healthy eating curriculum to local schools in need.
And Olivia's Organics says it will double down on its commitment to a healthier planet by expanding sustainability initiatives. The brand will highlight measurable progress in waste reduction, regenerative acreage and resource efficiency.
“The brand was a success, and we want to make sure that people understand that we're still committed to our initial intent, which was giving back to the community and helping those that support our roots,” DeMichaelis says.
