Kekoa Foods
Organic baby food
Website design
Paid Media
Brand positioning
Investor Relations
Social Media Community Building/Mgmt.
Influencer Outreach/Mgmt.
Paid/Organic Search
ECommerce
Content Development
CRM
Conference Booth Design
Project Management
West Orange, NJ
2022
Seasons is the AOR for Kekoa Foods, an organic baby food start-up based in West Orange, NJ. Founded by a two-dad family, Kekoa Foods produces 100%-certified organic baby food purées.
Summary
We’ve had the privilege of partnering with Kekoa Foods, a trailblazing brand in the baby and toddler food category, renowned for their fresh, organic, and nutrient-rich offerings. Our work with Kekoa Foods has focused on elevating their unique brand positioning, especially around their proprietary Taste Training™ methodology, which sets them apart in a deeply competitive market.
Challenge
Kekoa Foods had a great product—fresh, organic, and nutrient-rich baby and toddler foods developed with high-pressure processing (HPP) technology to preserve taste and nutrition. However, the brand lacked a clearly defined business strategy to differentiate itself in a market crowded with well-funded competitors.
While Kekoa Foods stood out for its quality and commitment to sustainability, it needed a compelling framework to articulate its value proposition to consumers and investors alike. Without a strong, unifying narrative, Kekoa risked being overshadowed in a competitive landscape. The challenge was to craft a strategy that not only elevated the brand’s unique qualities but also positioned it as a leader in the category
Solutions
Seasons Communications stepped in to develop a transformative business strategy for Kekoa Foods, centered around a proprietary concept we created: Taste Training™. Recognizing the brand’s potential to go beyond offering nutritious products, we devised this framework to position Kekoa Foods as a pioneer in fostering adventurous eating habits from infancy.
Our solution was multi-faceted:
Strategic Differentiation: Taste Training became a strategic pillar of Kekoa Foods’ brand identity, showcasing their commitment to helping parents cultivate adventurous eaters. This concept not only differentiated the brand but also provided a meaningful narrative to educate consumers about the benefits of early exposure to diverse flavors.
Leveraged Experts: Working closely with the Kekoa Foods team, we leveraged generative AI to outline the contours of the Taste Training program, then we identified pediatric nutritionists with whom to partner to bring research-backed science and wellness expertise to the program for added credibility.
Messaging Development: We crafted clear and engaging messaging to explain Taste Training in a way that resonated with health-conscious parents, emphasizing how Kekoa Foods’ products support flavor exploration and long-term healthy eating habits.
Competitive Positioning: By leveraging Taste Training, we reframed Kekoa Foods’ value in the marketplace, emphasizing their leadership in a previously untapped space within the baby food category.
Investor Materials: We integrated Taste Training into investor presentations, illustrating how the concept aligned with broader trends in child nutrition and sustainability. This provided a compelling narrative for growth and innovation that stood out in funding discussions.
Through Taste Training, Kekoa Foods evolved from a producer of high-quality baby food into a thought leader and educator, building a strong emotional connection with parents seeking healthier, more adventurous futures for their children. This strategy has become the foundation for their differentiation and market growth.
