Minneapolis, MN—As one of the hardest hit U.S. cities per the 2014 Winter Vortex, Minneapolis has had a tremendous succession of negative temperatures this year. The ice, snow and brutally bitter weather have spread into much of the Midwest and New England states (currently as far south as Atlanta, GA). But there is another system brewing in the Minneapolis/Saint Paul region, albeit, much more welcomed and pleasant, that seeks to extend well beyond the Midwest to have a full-on national presence—WholeMe. The modest food company is the creator of snack foods rich in nutrients and flavor. At the epicenter of WholeMe, Krista Steinbach and Mary Kosir, have formed a partnership culminating their business and culinary expertise into what they hope will fuel their passion towards a national enterprise.
The current WholeMe distribution is local; found in gyms, coops and grocers and with some availability online. The company’s three main product lines are WakeMe, DateMe, and EatMe and claims that “all [its] current products are gluten-free, grain-free, paleo-friendly, and delicious” per its Kickstarter crowdfunding page. Playing in the whole foods space, Krista and Mary are acutely aware of the importance food plays in people’s lives—it can be a source of energy, fulfillment, and life-sustaining nutrients or it can deplete your energy reserves, momentarily squelch appetite and deposit toxins into your body. WholeMe is dedicated to bringing real food with real nutrients to consumers without foregoing convenience.
I just recently attended a seminar on pet nutrition. This was a seven-hour seminar in a series of seminars on the nutritional needs of cats and dogs. It had a strong emphasis on natural, pronounceable ingredients sourced and manufactured in the countries where sold. In fact the natural category is the largest and fastest growing sub category within the Pet food industry. Likewise, human food continues to see similar trends. It is projected that the U.S. organic food market will grow 14% from 2013 to 2018. With such projected growth we will see more and more buzz word marketing such as natural, organic, locally grown, and grain-free. This up swell can be a great opportunity for WholeMe if they can come across as a sincere brand. Their target consumer is educated, mobile, and well-connected and at the end of the day if the consumer can read the back of the product label and recognize the ingredients then I think that WholeMe has an excellent chance to POP up in more regions throughout the U.S.