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In Session

How Cali’flour Foods won online—and it wasn't all Amazon

In this heartfelt Natural Products Expo West 2019 session, Betsy McGinn of McGinn eComm Consulting sits down with her good friend Amy Lacey, founder and CEO of Cali’flour Foods, who used her devastating lupus diagnosis as the impetus to create a line of tasty and BFY products. Learn how Lacey was able to launch a thriving online brand less than two years ago, then leverage that growth into brick-and-mortar success.

“It was important for me to really connect with my consumers and figure out, ‘Who is my Instagram consumer?’, 'Who is my Facebook consumer?’, 'Who is my retail consumer?’ … I can really know who those people are and understand them and understand what they want, and provide them different strategies on different channels.”

—Amy Lacey, Founder and CEO, Cali’flour Foods


  • In 2016 there weren’t really any other cauliflower products on the market; we shared our product and story online and it went viral in January 2017.
  • Started in farmers markets then direct-to-consumer then Amazon and a few other sites, then retail with a restaurant thrown in there in between.
  • The “why” is the key: Adapt your marketing to those people, don’t try to hit everybody. 
  • Lacey: I put a lot of my early resources into customer care (via our CS team); I spent most of my budget here.
  • Be selective about the retailers you go into: Don’t just think about the money, think about the consumer and making sure you’re in the right place.

This session—Fueling Sales in an Omnichannel World: Leveraging eCommerce Entry into Successful Retail Strategy—was recorded at Natural Products Expo West 2019. Click "download" below to access the presentation slides.

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