5 companies innovating in the 'storytelling' trend

NEXT Trends 2020 Expo West series—a look at "storytelling," one of the New Hope Network NEXT Data and Insights team's modern pantry trends.

4 Min Read
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NEXT Trends 2020 series: In an effort to help support retailers and brands, we will be publishing regular brand features for the next few weeks. Brands are selected from those that registered to exhibit at Natural Products Expo West 2020 and were curated as great examples of one of 50 trends New Hope Network is monitoring in the marketplace.

These trends are part of New Hope Network's NEXT Expo Guidebook and trend hierarchy.

Today, we look at five companies that are innovating in the "Storytelling" trend within the Modern Pantry macro force. Modern brands are communicating through greater depth and value. How does a brand evolve with the modern pantry by incorporating new and innovative ways of targeting and connecting with consumers? It’s a well-rounded process to demonstrate a brand fully understands and meets a consumer’s needs by telling the stories behind the brand and products.


1. Simit + Smith

What is it? This bakery sells Turkish and other internationally inspired baked goods like breads, biscotti and cookies.

Innovation: The Simit + Smith bakery was founded by a well-known Turkish businessman and philanthropist who had a burning desire to bring the most iconic street food in Turkey to the United States. The baked goods are handmade in small batches, from French croissants and British scones to German pretzels and Italian biscotti.

2. Bea’s Squeeze

What is it? Bottled lemonade made without artificial colors, preservatives or artificial ingredients.  

Innovation: This is the story of Bea’s Squeeze: “We’re husband and wife team, Eli and Beatrice Wolnerman. We came across the opportunity to make our childhood lemonade dreams come true when we discovered the smallest parcel of land for sale on Detroit’s urban pedestrian path, the Dequindre Cut. Positioned above a five-foot retaining wall and measuring a mere 600 square feet, it should come as no surprise that this land sat on the market for months without interest. [On the land] we created our version of the perfect lemonade stand, a stand that has the feel of childhood nostalgia with some modern updates. By using a delivery method involving buckets and a pulley system to send the lemonade down to customers, we created a fun and interactive experience, a destination for the whole community. With an overwhelming positive response, what was intended as a summer pop-up grew to be much, much more.”

3. Bona Furtuna

What is it? This company sells organic olive oil, pasta, marinara sauce and seasonings.

Innovation: This is the story of Bona Furtuna: “Nestled on La Furtuna Estate mere kilometers outside Corleone, Sicily, Bona Furtuna is a harmonious 350-hectare organic farm that celebrates premium, organic fare to enrich biodiversity, promote sustainable farming and preserve heritage food. Under the watchful eye of Master Botanist and Agronomist, Pasquale “Mimmo” Marino, an extensive knowledge of the Sicilian ecosystem is blended with advanced technology to help preserve heirloom fare and create a flavor that is truly representative of the land.”


4. Good Molly’s

What is it? Good Molly’s sells baked goods like cookies and brownie bites that are free from gluten and allergens, and light on sugar.

Innovation: Here is Good Molly’s story: “As a child, I loved baking in the kitchen with my mom. I wanted to share those same memories with my four kids, making something they would love, with ingredients that would love them back—a treat I could feel good about giving them, not guilty—and one that was safe for my kids with food allergies. We use ingredients as nature created them—free of genetic modifications, almost always organic, and nothing artificial.”

5. Sabor Mexicano

What is it? Homemade tortilla chips, homemade Mexican street-style kettle papitas and homemade salsas, made by hand using authentic processes.  

Innovation: This is the story of Sabor Mexicano: “Jorge’s radical commitment to serving food that not only nourishes your body, but feeds your soul, starts at his Guerneville farm, Sabor Mexicano Farmhouse. An agricultural paradise located in the heart of a protected expanse in Sonoma County, safely ensconced from any pesticides used or other harmful chemicals that can be spread from surrounding farms, his 130 acre farm basks in the California sun across the ridge and rests in its tree-lined shade along its valley. Fully operational, the farm itself grows produce for all of Sabor Mexicano restaurants as well as the brand’s food products such as their fresh salsas and homemade corn chips. Rows of all different varieties of rich tomatoes and crisp peppers are organically grown to perfection, as well as cucumbers, squashes, watermelon, cilantro, purslane, broccoli, spinach, corn, apples, cabbage and much more, all carefully cultivated with no GMOs, pesticides or harmful chemicals.”

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