Once Upon a Farm (OFRM) 46th Annual William Blair Growth Stock Conference summary

Market opportunity and brand positioning

• Leading transformation in childhood nutrition with organic, fresh, refrigerated products and no added sugar or preservatives.

• Achieved over $300 million in annual retail sales, growing at strong double-digit rates.

• First brand to span both baby and kid categories, building trust and loyalty across age groups.

• Operates as a public benefit corporation with a mission-driven approach guiding all decisions.

• Targets a $57 billion kid market, currently participating in $11 billion of categories with significant white space for expansion.

Product innovation and consumer engagement

• Pioneered fresh refrigerated baby food using high-pressure processing for nutrient retention.

• Expanded portfolio to include snacks and bars, aiming for a 50/50 mix between baby and kid products.

• Strong innovation pipeline with plans to enter multiple new categories and expand across store aisles.

• High consumer trust, with 65% of parents valuing a single brand from baby through kid stages.

• Digitally savvy core consumers drive retailer interest and category incrementality.

Retail strategy and distribution

• Retailers are rolling out dedicated Coolers in baby aisles, lifting entire category sales by about 10%.

• Currently 3,700 Coolers in stores, targeting 5,000 by year-end and over 8,000 next year, with a long-term goal of 15,000.

• Three Cooler placement models: retailer-owned, company-owned, and slotting fee-based with exclusivity.

• Cooler productivity is rising, with an 11% quarter-over-quarter and 26-27% year-over-year increase.

• Broad distribution with all major national and regional retailers, supporting rapid expansion.