Portfolio Company

Once Upon A Farm

Once Upon A Farm
status: active

Once Upon a Farm is the industry pioneer of “farm-to-highchair” meals for infants and toddlers. Each meal pouch offers delicious, specially-designed blends of organic whole fruits, vegetables and superfoods in a convenient portable package. The company, co-founded by actress Jennifer Garner, John Foraker (former CEO of Annie’s Homegrown), Cassandra Curtis and Ari Raz, uses a cutting-edge cold-pressure process that maintains food quality, nutritional content and superior flavor.  Once Upon a Farm can be found in supermarkets nationwide, such as Whole Foods, Wegmans, ShopRite and many others.

Once Upon A Farm
Company News
  • Project Nosh - March 5, 2020
    With New Launches, Once Upon a Farm Hopes to ‘Help Out the Lunch Box’

    The fresh-focused kids CPG brand Once Upon a Farm is launching a new line of non-dairy yogurt and bottled protein smoothies, both moves aimed at helping the brand expand its appeal beyond babies to families. The yogurt, which will hit retailers in May, will launch in Strawberry, Blueberry and Raspberry flavors in 3.2 oz pouches that will retail for $2.79 each. The 6 oz smoothies, which launched last month, retail for $2.99 in four varieties: Banana Berry, So Strawberry, Red Raspberry and Perfectly Pineapple. Both products are nut free and school safe, and utilize pumpkin seed protein.

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  • San Diego Magazine - January 13, 2020
    8 San Diego Brands Explain How They Made It to the Top

    Once Upon a Farm co-founders Cassandra Curtis and Ari Raz discuss how they founded the brand, brought industry expert John Foraker (former CEO of Annie's) onboard, and added Jennifer Garner as the fourth co-founder. In the two years since, Once Upon a Farm has expanded from 300 to 9,000 retailers across North America.

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  • Forbes - June 18, 2019
    What ROI Means To Jennifer Garner

    In 2017, Garner cofounded Once Upon a Farm, which makes organic, cold-pressed baby food, as well as smoothies and applesauce for kids. Last year, the company raised a $20 million Series B round, and the product is now available in over 10,000 grocery stores nationwide, including Walmart and Publix. But the product isn’t just about making money: There is a bigger mission, says Garner. Earlier this year, the products became the first refrigerated baby food to be available through the Women, Infant and Children program, which provides food and other resources to low-income women and children.

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  • US Weekly - March 7, 2019
    Once Upon a Farm Joins the WIC Low-Income Family Program

    Once Upon a Farm, the organic baby food company, will be the first organic, refrigerated baby food to be made available to WIC-eligible families. WIC is the USDA’s Women, Infants, Children program that aims “to safeguard the health of low-income women, infants and children up to age 5 who are at nutrition risk by providing nutritious foods to supplement diets, information on healthy eating and referrals to health care.”

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  • Fast Company - February 11, 2019
    Jennifer Garner is Leading the Fight Against Terrible Baby Food

    Once Upon A Farm, founded by Jennifer Garner and John Foraker, is tackling the problem of low-quality baby food.

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  • Food Navigator USA - October 10, 2018
    Once Upon a Farm closes $20m Series B Round

    Once Upon a Farm - a fresh baby, toddler, and kids food brand on a mission to transform the category - has closed a $20m Series B financing round. "We want to build out a trusted brand moms and dads can follow," say CEO John Foraker.

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  • MSNBC - September 16, 2018
    Jennifer Garner: Baby food business star

    Actress Jennifer Garner is on the big screen, red carpets, and even in grocery stores. She’s one of the four co-founders of organic baby food company Once Upon A Farm. We spoke with this business star and one of her co-founders about why this entrepreneurial opportunity caught her eye.

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  • CircleUp - August 10, 2018
    Announcing the CircleUp25 2018 Winners

    From the farm to the fridge, not the shelf, Once Upon a Farm delivers cold-pressed and nutritious baby food. Each ingredient used is sustainably grown, certified USDA Organic, Non-GMO Project Verified, and can be traced right back to the source. Helio tagged that all of Once Upon a Farm’s ingredients are organic, compared to just over half for the baby food category as a whole

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  • June 21, 2018
    Life after Annie's: Once Upon a Farm CEO sees great potential for chilled baby food and beyond

    It’s easy to look at the Annie’s brand now – which achieved double-digit household penetration during former president and CEO John Foraker’s tenure – and think the company never took a wrong turn on its path to center-store ubiquity.

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  • Entrepreneur - June 4, 2018
    What Motivated Jennifer Garner to Become an Entrepreneur in the Food Space

    The actress and Save the Children ambassador is the co-founder of Once Upon a Farm, an organic baby food company.

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  • The Ellen Show - May 10, 2018
    Once Upon a Farm featured on the Ellen Show 2018 Mother's Day Sepcial

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  • Wholefoodsmagazine.com - December 18 - 2017
    John Foraker Shares 2018 Plan for Once Upon a Farm

    Baby food maker's new product line will launch with independents.

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  • PR Newswire - September 11, 2017
    Jennifer Garner and Once Upon a Farm on a Mission to Create Healthier Children and Planet

    SAN DIEGO, Sept. 11, 2017 /PRNewswire/ -- Today, co-founders Jennifer Garner, John Foraker, Cassandra Curtis and Ari Raz announce the expansion of Once Upon a Farm, an organic family food company that currently offers a line of cold-pressed organic baby foods and applesauces. Garner, who will serve as Once Upon a Farm's Chief Brand Officer, joins John Foraker, organic industry pioneer and former longtime President and CEO of Annie's, to lead the company's strategy and vision.

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  • Forbes.com - May 14, 2017
    A Millennial's Fresh Recipe For Baby Food Is Winning Over Moms And Investors

    Becoming a mother changes a lot of things and for Cassandra Curtis, it also led her to become an entrepreneur.

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  • Project NOSH - April 11, 2017
    VIDEO: Once Upon A Farm Talks Challenges Facing HPP Baby Food

    Baby food may be meant for those who crawl, but the category’s pioneers are looking to take their first steps to success by embracing advancements in processing technology. Refrigerated baby food brands like Once Upon A Farm are looking to push the category into a “chillier” direction by using High-Pressure-Processing (HPP) to create extended shelf-life, refrigerated purees with increased nutritional value for consumers’ children.

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  • Food+Tech Connect - March 24, 2017
    How Once Upon A Farm Is Redefining Baby Food And Expanding Distribution.

    Meet Cassandra Curtis, founder and COO of Once Upon a Farm, a new baby food company that is breaking the prevailing paradigm in the U.S. that baby food should be cheap and shelf stable.

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  • Press Release, Project NOSH - February 8, 2017
    Once Upon A Farm Launches New Organic Baby Food Subscription Box Program | Project NOSH.

    SAN DIEGO, CALIF.– Once Upon a Farm, pioneer of cold-pressed, organic baby foods for all stages of infant development, unveiled its new Subscription Box Program enabling parents nationwide to access the company’s farm-fresh fruit, veggie and superfood blends from the comfort of their homes in a few simple clicks.

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  • Foodnavigator-USA.Com - November 12, 2015
    Once Upon A Farm: In 3-5 Years, Every Baby Food Section In The Country Will Have A Refrigerator

    High-pressure-processing (HPP) – which gave birth to the super-premium juice category – will also play a disruptive role in the baby food market in the next five years, predict the founders of Once Upon a Farm, a new baby food brand in a pouch that will be merchandised in the chiller.

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