How do you create a new category? In our second conversation with John Foraker, he explains how Once Upon A Farm is creating the fresh baby food category. Just 18 months into the journey, the brand has already tripled velocities and expanded distribution by 30X. What's the blueprint? Learn how this start-up built its sell-in story for retailers, uncovered critical consumer insights, and figured out how to explain its benefits to consumers. 

John is Co-Founder & CEO at Once Upon A Farm. Prior to that, he was the longtime leader of Annie’s, Inc., a leading natural & organic food brand in the U.S., from 1999 to 2017. As CEO of Annie’s, he took the company public in 2012 under the symbol BNNY before General Mills acquired the business in 2014 for $820 million.