Episode Five: Meghan Rowe • White Leaf Provisions

In episode five, Accountfully's Managing Partner, Brad Ebenhoeh sits down with White Leaf Provisions co-founder, Meghan Rowe.  White Leaf Provisions is a family run business founded by husband and wife team; Keith and Meghan Rowe.  They are bringing the first 100% regeneratively farmed, biodynamic​, organic, and GMO-Free baby food line to retail in the US.

"We believe babies and kids should have access to the purest foods that taste amazing and are farmed in a manner that heals the Earth."

Husband, Keith is a classically French trained chef, and Meghan comes from a family of serial entrepreneurs; a great combo for food biz success.  Hear the unique challenges and considerations Meghan needs to manage, as not just an organic food company, but one that is also biodynamic and regeneratively farmed.

White Leaf's Website:  www.whiteleafprovision.com

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Get 10% off your first order when you subscribe to the White Leaf email list.  You can also try a sample here: https://www.whiteleafprovision.com/pr...​

For more small business and CPG- focused resources, visit Accountfully's resources page, where you will find helpful articles, guides, eBooks and more.
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Chapters

• 1:02 White Leaf Provisions overview
• 1:43 How the lack of Biodynamic options in the US drove Meghan and her husband closer to creating WLP
• 2:39 The explanation of Biodynamic
• 3:09 What WLP sells
• 3:40 A deep dive into the sourcing and operations aspect of Biodynamic product
• 5:22 The unique reason WLP can source ingredients from farmers in the US that provide Biodynamic apples
• 5:52 Why WLP started overseas, even with the availability of Biodynamic farms in the US
• 6:14 Meghan explains the details of working with overseas vendors
• 7:36 The benefits of working with vendors overseas
• 8:04 There are Biodynamic farmers, but what about the manufacturers/co-manufacturers?
• 9:15 How is the market for such a unique product?
• 9:51 Who WLP partnered with early on to ensure success entering the specialized market
• 10:11 How WLP nailed down the correct pricing and focused on COGS to prepare for success
• 10:50 How WLP educates their consumer (the forum they focus on) and how they planned a roll out of their product
• 11:43 Where WLP sells their products (the various sales channels)
• 12:04 The favorite sales channel of WLP and their strategy within each
• 13:09 The sales channel that comes easily to WLP and how they manage that
• 13:55 Why WLP is now shifting focus to D2C
• 14:17 Meghan touches on the challenges of fundraising for a Biodynamic product
• 14:48 Is Biodynamic becoming more popular, compared to when WLP started?
• 16:19 How WLP manages cash flow
• 18:24 KPIs and metrics WLP focuses on overall and within each sales channel
• 20:40 The newest marketing spend WLP has engaged in and why it has influenced Meghan to be more open to spending in that area
• 21:23 Brad offers a tip on what biz owners should be looking at and factoring in to those growing a brand
• 22:03 Meghan's CPG Do + Don't list