Once Upon a Farm
Once Upon a Farm is a publicly traded organic baby and children's food company that uses HPP cold-pressure technology to deliver refrigerated pouches, frozen meals, and snacks to health-conscious parents through DTC subscriptions, 22,000+ retail doors with proprietary coolers, and WIC programs across 20 states.
- Company typePublic
- Founded2015
- HeadquartersBerkeley, United States
- Headcount51–100
- GTM typeB2C
- OfferingHardware or Manufacturing
What Once Upon a Farm does
Once Upon a Farm is a publicly traded (NYSE: OFRM) organic baby and children's food company headquartered in Berkeley, California, founded in 2015 by Cassandra Curtis and Ari Raz and joined in 2017 by co-founders Jennifer Garner (brand figurehead "Farmer Jen") and former Annie's CEO John Foraker. The company produces refrigerated pouches and oat bars, frozen meal starters, pantry snacks, and a new line of protein-focused products including refrigerated meat pouches, bone broth, legume blends, probiotic smoothies, and Power Wheels snack bars — all USDA organic, Clean Label Project Purity Award-certified, and preserved using High-Pressure Processing (HPP) cold-pressure technology that eliminates harmful bacteria without heat, retaining nutrients and fresh flavor without synthetic preservatives.
The company operates a dual distribution model combining direct-to-consumer e-commerce subscriptions (30% off first order, recurring monthly cadence, pause/skip/cancel) with extensive retail placement via proprietary refrigerated coolers installed in 3,400+ stores (expanding to 5,000) across 22,000+ retail locations including grocery, mass, and warehouse clubs such as Costco. A differentiated revenue stream comes from WIC program authorization in 20 states — Baby Food Bowls is the first and only organic refrigerated baby food eligible under WIC, expanding access to low-income families. The company sells at unit price points ranging from $2.36 per pouch to $5.33 per frozen meal, with subscription discounts of up to 26-29% on ongoing orders.
In February 2026, Once Upon a Farm completed its IPO on the NYSE, raising approximately $198 million at $18 per share (opening at $21, market cap ~$845 million), following a venture capital history of over $98 million raised from CAVU Consumer Partners, S2G Ventures, and Cambridge Companies SPG. FY2025 revenue reached $240.7 million (53.5% YoY growth) with FY2026 guidance of $313-323 million (30-34% growth); the company operates as a Public Benefit Corporation and Certified B Corp, with partnerships including Save the Children (1.2M+ meals donated), Recyclops pouch recycling (120,000 pouches collected in 2024), and Equitable Food Initiative for farmworker-certified supply.
Once Upon a Farm firmographics
Firmographics- Name
- Once Upon a Farm
- Legal name
- Once Upon A Farm, PBC
- Website
- https://onceuponafarmorganics.com
- Company type
- Public
- Founded year
- 2015
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- Once Upon a Farm is a publicly traded organic baby and children's food company that uses HPP cold-pressure technology to deliver refrigerated pouches, frozen meals, and snacks to health-conscious parents through DTC subscriptions, 22,000+ retail doors with proprietary coolers, and WIC programs across 20 states.
- Ownership category
- akta.pro rank
Once Upon a Farm industry classification
Industry- Product category
- Organic Baby Food
- NAICS
- Frozen Food Manufacturing (31141), Packaged Frozen Food Merchant Wholesalers (42442)
- SIC
- Canned, Frozen & Preservd Fruit, Veg & Food Specialties (2030), Miscellaneous Food Preparations & Kindred Products (2090)
- akta.pro primary industry
- Baby Meals & Ready-to-Eat Foods (Pouches, Bowls, Refrigerated/Frozen) (CRADAEAG)
- akta.pro secondary industries
- Baby Purees & Jarred Foods (Fruits, Vegetables, Mixed Meals) (CRADAEAE), Baby Snacks (Puffs, Biscuits, Teething Snacks) (CRADAEAF), Organic & Clean-Label Baby Nutrition (CRADAEAK), Kids’ & baby/toddler prepared meals manufacturing (AFAKAHAL), Baby Food & Infant Fruit/Vegetable Products (Purees, Pouches) (AFAKAFAJ), DTC Baby & Kids Food Delivery (AFAIANAL)
Keywords
Where Once Upon a Farm is headquartered
LocationHeadquarters
- HQ city
- Berkeley
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Once Upon a Farm business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Personnel, Marketing or Sales, Technology or R&D
Revenue model
- Direct-to-Consumer Product Sales: E-commerce sales through company website with subscription model offering 30% off first order and recurring delivery of pouches, bars, meals, and pantry snacks. Subscription allows customization and home delivery with pause/skip/cancel flexibility.
- Retail Distribution: Products sold through major retail chains including grocery stores and mass merchandisers via proprietary refrigerated coolers. Revenue generated through wholesale distribution with products positioned in refrigerated aisles and dedicated brand displays across 22,000+ retail locations.
- WIC Program Sales: Sales to WIC (Special Supplemental Nutrition Program for Women, Infants, and Children) beneficiaries in 20 states, with Baby Food Bowls being the first and only organic refrigerated baby food eligible under the WIC program, expanding access to low-income families.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Monthly | Subscription - First Order |
| Subscription | Monthly | Subscription - Recurring |
| Unit Pricing | Pay-as-you-go | Frozen Meals - Per Serving |
| Unit Pricing | Pay-as-you-go | Refrigerated Products |
Go-to-market motion2 records
Distribution channels4 records
Marketing channels8 records
Once Upon a Farm product offering
Product offeringCore offering
Once Upon a Farm manufactures and sells organic, cold-pressure-preserved baby food pouches, refrigerated oat bars, frozen meal starters, and pantry snacks for infants, toddlers, and older children. Products are distributed via direct-to-consumer e-commerce subscriptions, proprietary refrigerated cooler placements in major retail chains, and WIC-authorized retailers across 20 states.
Differentiator
Problem solved
Functional benefit
Products and services
- Refrigerated Pouches Organic, cold-pressure-protected baby food blends in refrigerated pouches featuring fruits, vegetables, and other nutritious ingredients for infants and toddlers. Priced at $2.36-$3.65 per pouch, available through D2C e-commerce subscriptions and 22,000+ retail locations.
- Refrigerated Oat Bars Refrigerated oat bars for kids and toddlers featuring organic ingredients and at least 4g of protein per serving. Priced at approximately $3.12 per bar, designed for on-the-go, lunchbox-friendly consumption.
- Frozen Meals Nutrition-packed, homemade-style frozen meal starters for babies and toddlers using cold-pressure processing. Priced at $4.55-$5.33 per meal depending on pack size (16-pack and 24-pack configurations available).
- Pantry Snacks Shelf-stable organic snack products for babies, toddlers, and kids designed for convenient home storage and on-the-go consumption.
- Baby Food Bowls Organic refrigerated baby food bowls specifically authorized under the WIC (Special Supplemental Nutrition Program for Women, Infants, and Children) program across 20 states. Provides low-income families access to fresh organic baby food through government nutrition assistance benefits.
- Variety Packs and Bundle Boxes Curated variety packs and bundle boxes including Refrigerated Pouches & Bars, Frozen Meals, and a combined Pouches, Bars & Meals bundle for gifting or household use. Available as subscription bundles with customization and ongoing savings.
- Refrigerated Meat Pouches for Babies First-ever refrigerated, cold-pressure protected meat pouches for babies, representing a new protein-focused product line providing organic meat-based nutrition for infants with at least 4g of protein per serving.
- Protein-Enriched Smoothies with Probiotics Protein-enriched smoothies containing probiotics for older children, providing digestive and nutritional support as part of the protein-focused product expansion. Features at least 4g of protein per serving.
- Power Wheels Protein Bars Kid-friendly protein snack bars designed for active children, providing at least 4g of protein per serving as part of the protein-focused product lineup.
- Bone Broth Organic bone broth product for babies and toddlers providing nutritional support as part of the protein-focused product expansion.
- Legume Blends Organic legume blend products for growing children, recognized as a NEXTY Awards finalist in the Natural Kids' Product category at Natural Products Expo West 2026.
Quantifiable outcome
- 53.5% year-over-year revenue growth in 2025
- +4 more outcomes
Companies that use Once Upon a Farm
Customer profileNamed customers2 records
Segments4 records
Ideal customer profiles3 records
Once Upon a Farm technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature2 records
Once Upon a Farm partnerships and signals
Strategic signalPartnerships
Six partnerships are on record, tiered core and minor.
- Public Benefit Corporation Advisory BoardcoreInaugural advisory board formed April 2026 bringing together cross-sector leaders from Organic Trade Association, REI Co-op, Original Strategies, ReFED, and Smoketown. Meets quarterly to review progress against public benefit commitments and provide strategic counsel on balancing stakeholder interests with business growth.
- Carter'sminorLimited-edition apparel collection collaboration featuring farm-fresh prints on 12 styles of sleepwear and apparel priced at $18-$20. Available online and in Carter's stores nationwide. Included joint $20,000 donation to Save the Children.
- RecyclopsminorFree pouch mail-back program partnership enabling customers to recycle flexible plastic pouches. Collected 120,000 pouches through the program in 2024. Recycles pouches into building materials through baling and processing with other hard-to-recycle plastics.
- Save the ChildrencoreMulti-year partnership to deliver nutritious meals to children in food-insecure communities. Company surpassed 1.2 million meals donated through this partnership, exceeding its goal to provide 1 million meals by end of 2024. Joint $20,000 donation with Carter's to support children across rural America.
- Equitable Food Initiative (EFI)minorFirst consumer goods brand to source and pay premiums on produce from EFI-certified suppliers. EFI partners with growers and retailers to create transparent food chains and healthier workplaces. Part of commitment to farmworker wellbeing.
- Jennifer GarnercoreActress Jennifer Garner joined as co-founder in 2017, serving as brand figurehead 'Farmer Jen.' Earned $1 million in 2025 with expected $2-3 million annual compensation through 2028. Joined board of directors upon IPO. Her family's century-old farm in Locust Grove, Oklahoma serves as brand inspiration.
Scale indicators9 records
Recent moves9 records
Expansion highlights6 records
Once Upon a Farm competitors and assessment
Company assessmentDirect peers
- Plum Organics: Plum Organics (owned by Campbell Soup) is a direct competitor in organic baby food pouches, smoothies, and snacks for babies and toddlers, sharing Once Upon a Farm's premium organic positioning and similar retail channels.
- Happy Family (Happy Baby): Happy Family Organics, owned by Danone, competes directly with Once Upon a Farm in organic baby food pouches, toddler snacks, and meals with overlapping retail distribution and similar WIC eligibility positioning.
- Beech-Nut Nutrition: Beech-Nut is a major baby food manufacturer with a comparable portfolio of purees, pouches, and toddler meals, competing in both conventional and organic segments through grocery and mass retail channels.
- Earth's Best Organic: Earth's Best (owned by Hain Celestial) is a direct competitor in organic baby food, offering purees, pouches, cereals, and toddler meals with overlapping retail presence and similar clean-label positioning.
- Sprout Organic Foods: Sprout Organic is a direct competitor offering organic baby food pouches, snacks, and meals with similar clean-label, no-added-sugar positioning targeting health-conscious parents in grocery and natural retail channels.
- Little Spoon: Little Spoon is a DTC-direct competitor in organic baby food with a subscription model, focusing on fresh, organic meals and pouches delivered directly to parents, overlapping Once Upon a Farm's subscription and DTC strategy.
- Peter Rabbit Organics: Peter Rabbit Organics offers organic baby food pouches and snacks in squeeze pouches, directly competing with Once Upon a Farm's refrigerated pouch category in grocery retail channels.
Broad incumbents
- Gerber (Nestle): Gerber is the dominant baby food incumbent owned by Nestle, with broad portfolio across infant formula, cereals, pouches, and snacks. Once Upon a Farm positions as the premium organic alternative to Gerber's mass-market offerings.
Emerging players
- Yumi (Yumi Nutrition): Yumi is an emerging DTC organic baby and toddler food brand using a subscription model with chef-crafted, organic meals. It competes in the same premium organic baby food segment with a digitally-native approach.
- Cerebelly: Cerebelly is an emerging organic baby food brand focused on brain-development nutrition with pouches and snacks, sharing the premium clean-label positioning and overlapping in the refrigerated pouch and snack bar categories.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
Once Upon a Farm social profiles
Digital presenceOnce Upon a Farm financial estimates
Financial estimateRevenue estimate
Valuation estimate
Once Upon a Farm leadership team
Management profileNumber of profiles
Profiles8 records
Once Upon a Farm funding detail
Funding detailFunding overview
Funding rounds5 records
Investors5 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Once Upon a Farm M&A and investment
M&A and investmentM&A1 record
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Once Upon a Farm
What does Once Upon a Farm do?
Once Upon a Farm manufactures and sells organic, cold-pressure-preserved baby food pouches, refrigerated oat bars, frozen meal starters, and pantry snacks for infants, toddlers, and older children. Products are distributed via direct-to-consumer e-commerce subscriptions, proprietary refrigerated cooler placements in major retail chains, and WIC-authorized retailers across 20 states.
Is Once Upon a Farm a public or private company?
Once Upon a Farm is a public company. It is classified as public and is currently operating.
When was Once Upon a Farm founded?
Once Upon a Farm was founded in 2015. It employs 51 to 100 people.
Where is Once Upon a Farm based?
Once Upon a Farm is headquartered in Berkeley, United States, in the North America region.
How does Once Upon a Farm make money?
Three revenue lines are on record. Direct-to-Consumer Product Sales are the primary driver. The others are retail Distribution and WIC Program Sales.
Who are Once Upon a Farm's main competitors?
Direct peers on record are Plum Organics, Happy Family (Happy Baby), Beech-Nut Nutrition, Earth's Best Organic, Sprout Organic Foods, Little Spoon and Peter Rabbit Organics. Gerber (Nestle) is listed as a broad incumbent. Emerging players are Yumi (Yumi Nutrition) and Cerebelly.
Does Once Upon a Farm have an API?
No public API is recorded for Once Upon a Farm.
What industry is Once Upon a Farm in?
Once Upon a Farm's product category is Organic Baby Food. Its primary akta.pro industry code is CRADAEAG, Baby Meals & Ready-to-Eat Foods (Pouches, Bowls, Refrigerated/Frozen), with a secondary code of CRADAEAE, Baby Purees & Jarred Foods (Fruits, Vegetables, Mixed Meals). Its NAICS code is 31141 and its SIC code is 2030.