Once Upon a Farm (OFRM) Barclays 19th Annual Global Consumer Conference summary

Company overview and strategy

• Focuses on building a modern childhood nutrition brand, serving children from infancy to age 12, with a vision to become a billion-dollar brand.

• Operates as a certified organic public benefit corporation, emphasizing high product standards and values.

• Uses high-pressure processing for fresh pouches, ensuring quality and shelf life, and expands from baby to kid products.

• Expands into new store categories every 12-18 months to increase consumer lifetime value and category incrementality.

• Recognized as the top growth-driving brand in its retail categories.

Growth drivers and market opportunity

• Targets a long-term annual growth rate of 20%, expecting higher rates in the next three years.

• Plans to triple household penetration from the current 6.2% by adding new households and expanding distribution.

• Distribution growth includes increasing SKUs per door and expanding cooler placements, aiming for 5,000 coolers by year-end and a potential of 15,000+.

• Innovation and category expansion are key to broadening the brand's reach and driving total addressable market growth.

Consumer engagement and brand loyalty

• Maintains high repeat rates, especially among households with kids and new families, with over 50% repeat.

• Cross-category purchasing increases consumer basket size and engagement.

• Unaided brand awareness has doubled year-over-year, supporting further household penetration.

• Sees opportunity to maintain or grow buy rates as cross-category awareness increases.