When Julie and I officially launched Ground Up in 2016, we started with a couple of small food processors in our home kitchen, making nut butters and drafting business plans in between our 9-5 jobs. Resources were limited, so we were as scrappy as could be: Julie hustled on the sales side of things, while I did all of our marketing and product development. (In fact, the current labels are a product of my limited design skills, and the ‘font’ on the front of the jar is actually just my handwriting...)

 

 

 

Since then, so much has changed. We’ve employed over 90 women through our job training program and have expanded into 1,300 retailers nationwide – but one thing never caught up: our labels.

We knew our packaging could do a better job reflecting who Ground Up is today: a space of joy, positivity and empowerment for our team and community—with the mission at the forefront. We also hoped that a refresh could help us stand out more on grocery shelves (It’s a competitive landscape out there!), and so we set out to create labels that not only reflect the joy, positivity, and empowerment of our team that define Ground Up, but also place our mission front and center. Because the heart of Ground Up has always been our goal to empower women overcoming adversity — and it’s time our jars told that story loud and clear.

 

Our rebrand is about more than just a new look—it’s about bringing this mission to the forefront and recommitting to the women behind each jar. Every jar you receive has been crafted and cared for by numerous women on our team who are building confidence and independence while participating in our job training program. As we continue to grow, we have big plans to employ more women and offer additional support and resources! From the words on the jar to the hands that made it, our commitment to spreading the good and creating opportunity shines through every part of our brand.

We’re not your average nut butter company, and it’s about time our packaging reflects that.

 

 

All that being said, we’re still a small business rooted in sustainability and purpose – and because of that, we’re not in the market to waste labels – so the transition from our current labels to the new ones might be a bit clunky. Please bear with us! We’ll be slowly transitioning over to the new labels over the next few months across our grocery stores, boutiques and online. In fact, you might spot some early if you head to a Sprouts store near you! (YEP, we just launched Sprouts NATIONWIDE!!)

 

We’ve been working on this project behind-the-scenes for the past 15 months, and we can’t wait to share the full rebrand with you in JUST A FEW WEEKS! We hope you love it as much as we do!

 

Xo,

Caro and Julie