GoMacro
GoMacro is a privately held, family-owned organic plant-based protein bar manufacturer founded in 2004 in Viola, Wisconsin. It sells USDA Organic, vegan, and gluten-free MacroBars (10–12g protein) and related formats direct-to-consumer and through national retailers including Whole Foods, Trader Joe's, Walmart, and Target.
- Company typePrivate
- Founded2004
- HeadquartersViola, United States
- Headcount51–100
- GTM typeB2C
- OfferingHardware or Manufacturing
What GoMacro does
GoMacro is a privately held, certified-organic plant-based protein bar manufacturer founded in 2004 in Viola, Wisconsin by the mother-daughter duo Amelia Kirchoff and Jola (originally operating as MacroTreats, rebranded to GoMacro in 2006). The company's core product is the MacroBar — a USDA Organic, Non-GMO Project Verified, Certified Vegan, Certified Gluten-Free, and Kosher snack bar delivering 10–12 grams of protein per serving from a proprietary blend of organic sprouted brown rice protein and pea protein, combined with organic nut butters, organic brown rice syrup, and real fruit or cocoa. The portfolio extends across MacroBar Minis (7–8g protein), Kids MacroBars, Whole Foods-exclusive MacroSquares, FODMAP Friendly bars, soy-free and nut-free collections, and Multipack and Variety Pack formats.
The business operates a vertically integrated production model out of a 58,042 sq ft facility in Viola, WI, powered entirely by 100% renewable energy via an 844-panel solar array installed in 2018 that also powers the surrounding town. In-house peanut butter chip manufacturing (since 2020) and 100% recyclable/compostable multipack packaging (rolled out in 2024) extend the integration story. GoMacro makes money through two principal channels: wholesale distribution to national retailers — Whole Foods (since 2014), Trader Joe's (since 2016), Walmart, Target, Publix, and Amazon — and direct-to-consumer e-commerce via gomacro.com with subscription auto-renewal options, a tiered rewards program, and free shipping over $50. Pricing is unit-based, with 12-count trays listed at $34.07–$38.49 and 4-count multipacks at $12.99. Target retail price points sit at ~$9.29 per pack.
The company is family-owned, has never raised institutional capital, employs 233 people as of 2024, and competes in a US snack bar market where it is regularly benchmarked against Quest Nutrition, Clif Bar, RXBAR, and KIND Snacks. Its differentiators center on certification depth (eight-plus active certifications), sustainability positioning, ingredient transparency, and a founder-led brand narrative rooted in plant-based nutrition.
GoMacro firmographics
Firmographics- Name
- GoMacro
- Legal name
- GoMacro, LLC
- Website
- https://gomacro.com
- Company type
- Private
- Founded year
- 2004
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- GoMacro is a privately held, family-owned organic plant-based protein bar manufacturer founded in 2004 in Viola, Wisconsin. It sells USDA Organic, vegan, and gluten-free MacroBars (10–12g protein) and related formats direct-to-consumer and through national retailers including Whole Foods, Trader Joe's, Walmart, and Target.
- Ownership category
- akta.pro rank
GoMacro industry classification
Industry- Product category
- Organic Plant-Based Protein Bars
- NAICS
- All Other Specialty Food Retailers (445298)
- SIC
- Food And Kindred Products (2000)
- akta.pro primary industry
- Specialty & Functional Packaged Foods (Gluten-Free, Keto, Organic, Medical/Allergen-Friendly) (CRADAAAI)
Keywords
Where GoMacro is headquartered
LocationHeadquarters
- HQ city
- Viola
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
GoMacro business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Personnel, Operations, Infrastructure, Marketing or Sales, Technology or R&D
Revenue model
- Direct-to-Consumer E-commerce: Online sales through gomacro.com with subscription auto-renewal options. Products sold as 12-count trays, multipacks, variety packs, and gift cards with free shipping over $50.
- Retail Distribution: Wholesale distribution to major retail chains including Whole Foods, Trader Joe's, Walmart, Target, Publix, Amazon, and other grocery/natural food stores. Revenue generated through wholesale purchase orders and distributor relationships.
- Wholesale Program: Dedicated wholesale program for retailers and distributors to carry GoMacro products, with separate brand portal and wholesale contact information.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Target retail price |
| Unit Pricing | Monthly | 12-count tray standard pricing |
| Unit Pricing | Pay-as-you-go | MacroBar Multipacks (4-count) |
| Unit Pricing | Pay-as-you-go | Kids MacroBars (7-count) |
| Subscription | Monthly | Gift Cards |
Go-to-market motion2 records
Distribution channels8 records
Marketing channels9 records
GoMacro product offering
Product offeringCore offering
GoMacro manufactures and sells organic, plant-based protein bars (MacroBars) under its own brands, delivering 10-12g of protein per bar from a proprietary blend of organic sprouted brown rice protein and pea protein. The product portfolio spans full-size MacroBars, MacroBar Minis, Kids MacroBars, Whole Foods-exclusive MacroSquares, and specialty collections (Low FODMAP, Soy-Free, Nut-Free), all USDA Organic, Non-GMO Project Verified, Certified Vegan, Certified Gluten-Free, and Kosher certified. Products are sold direct-to-consumer through gomacro.com and through national retail distribution at Whole Foods, Trader Joe's, Walmart, Target, Publix, and Amazon.
Product overview
GoMacro offers a portfolio of organic, plant-based protein bars and snack products centered on its flagship MacroBars line. The core MacroBars provide 10-12 grams of plant protein from organic brown rice protein and nut butters, with smaller MacroBar Minis (7-8g protein) for lighter snacking and dedicated Kids MacroBars for younger consumers. The portfolio includes specialty collections for dietary needs (Low FODMAP, Soy-Free, Nut-Free), Whole Foods-exclusive MacroSquares, and various Multipacks and Variety Packs for flexible purchasing. All products maintain USDA Organic, Certified Vegan, Certified Gluten-Free, Non-GMO Project Verified, and Kosher certifications.
Differentiator
Problem solved
Functional benefit
Brands
- MacroBars: Flagship organic plant-based protein bars, certified Vegan, Gluten-Free, and Non-GMO, with 10-12g of plant protein per bar
- MacroBar Minis
- Kids MacroBars
- MacroSquares
- MacroBar Multipacks
Products and services
- MacroBars Flagship organic plant-based protein bars delivering 10-12 grams of protein per bar from a proprietary blend of organic sprouted brown rice protein and pea protein, plus organic nut butters. USDA Organic, Certified Vegan, Certified Gluten-Free, Non-GMO Project Verified, and Kosher certified. Available in over a dozen flavors including Peanut Butter Chocolate Chip, Oatmeal Chocolate Chip, Double Chocolate + Peanut Butter Chips, Coconut + Almond Butter + Chocolate Chips, Blueberry + Cashew Butter, Dark Chocolate + Almonds, Mocha Chocolate Chip, Maple Sea Salt, Lemon + Lemon, Salted Caramel + Chocolate Chips, Mint Chocolate Chip, and White Chocolate + Macadamia Nuts. Sold as 12-count trays, 4-count multipacks, and individually.
- MacroBar Minis Smaller-format snack-sized version of MacroBars built on the same clean organic standards, with 7-8 grams of plant protein per bar. Sized for lighter snacking in lunchboxes, work bags, and on-the-go consumption.
- Kids MacroBars Organic snack bars sized and flavored for children, certified Vegan and Gluten-Free. Flavors include Chocolate Chip Cookie Dough, Cinnamon Roll, Double Chocolate Brownie, Oatmeal Chocolate Chip Cookie, and Peanut Butter Cup. Sold as a 7-count carton for $7.49.
- MacroSquares Whole Foods exclusive protein bar squares with 7-8 grams of plant protein per bar. Flavors include Dark Chocolate Nuts + Sea Salt, Caramel Almond + Sea Salt, Berry White Chocolate + Sea Salt, and Peanut Butter Chocolate + Sea Salt.
- Variety Packs Bundled multi-flavor packs of MacroBars including Protein Bar Variety Pack, FODMAP Friendly Variety Pack, Breakfast Bar Variety Pack, Chocolate Lover Variety Pack, and MacroBar Mini Variety Pack. Allows consumers to sample multiple flavors in one purchase.
- MacroBar Multipacks 4-count carton packs of individual MacroBar flavors for convenient single-flavor purchasing. Available in all major MacroBar flavors at $12.99 per multipack.
- GoMacro eGift Card Digital gift cards available in denominations of $25, $50, $100, and $250, delivered directly to a recipient's inbox. Includes an auto-renewal subscription option with a 5% discount.
- Low FODMAP Protein Bars Curated collection of GoMacro bars certified FODMAP Friendly for individuals with digestive sensitivities. All bars in this collection are also USDA Organic, Certified Vegan, and Certified Gluten-Free.
- Protein Bars Made Without Nuts Curated collection of GoMacro bars formulated without tree nuts and peanuts, using seeds and seed butters as alternatives. Meets the same USDA Organic, Certified Vegan, and Certified Gluten-Free standards as the rest of the lineup.
- Soy-Free Protein Bars Complete lineup of soy-free protein bars. GoMacro has never used soy protein isolate, soy lecithin, or any soy-derived ingredients; bars use organic brown rice protein and nut butters instead.
Companies that use GoMacro
Customer profileNamed customers7 records
Segments4 records
Ideal customer profiles5 records
GoMacro technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
GoMacro partnerships and signals
Strategic signalPartnerships
Four partnerships are on record, tiered minor and core.
- Keep A Breast FoundationminorGoMacro supports the Keep A Breast Foundation through the Cherries + Berries MacroBars, with a portion of proceeds donated to organizations making positive impact on people and the planet.
- Ancient Brands Milling and Doguet's Rice Milling CompanycoreSupplier spotlight partnership for rice protein and ingredients, highlighting GoMacro's commitment to responsible sourcing and long-term supplier relationships in the organic farming community.
- TerraCycleminorGoMacro partnered with TerraCycle to implement a recycling program for bar wrappers, enabling consumers to recycle previously non-recyclable packaging through TerraCycle's collection program.
- Ethos Green PowercoreGoMacro partnered with Ethos Green Power to begin solar panel construction, eventually installing 844 solar panels on the facility roof and powering the entire town of Viola, WI with 100% renewable energy.
Scale indicators6 records
Recent moves6 records
Expansion highlights5 records
GoMacro competitors and assessment
Company assessmentDirect peers
- Clif Bar: Clif Bar produces organic, plant-based energy and protein bars distributed nationally through similar grocery, natural, and mass channels. Directly comparable to GoMacro on clean-label positioning, retail footprint, and target consumer segments (active lifestyle, on-the-go snacking).
- RXBAR: RXBAR produces clean-ingredient protein bars with whole-food protein sources, distributed through the same mass and natural channels as GoMacro (Whole Foods, Target, Walmart). Highly comparable on the protein-bar category, clean-label ethos, and protein-per-bar positioning (12g+).
- PROBAR: PROBAR produces plant-based, organic nutrition bars and powders for active lifestyle consumers. Comparable to GoMacro on the organic, plant-forward bar format, retail placement in natural channels, and target consumer (athletes, on-the-go snackers).
- ONE Brands: ONE Brands (owned by Helen of Troy) makes high-protein, low-sugar bars distributed through mass and convenience channels. Comparable to GoMacro on protein-per-bar positioning and broad retail footprint, though ONE uses a sweeter flavor profile and dairy/whey protein base.
- KIND Snacks: KIND makes wholesome snack bars with nuts, whole grains, and fruit — overlapping with GoMacro's better-for-you snacking positioning. Comparable on premium retail placement, DTC channel, and target health-conscious consumers, though KIND leans nut-forward versus GoMacro's plant-protein emphasis.
- Aloha: Aloha makes USDA Organic, plant-based protein bars with no artificial ingredients, targeting health-conscious consumers in similar retail channels. Direct overlap with GoMacro on organic, vegan, and protein-bar positioning, particularly in the natural and premium grocery segments.
- Larabar: Larabar (owned by General Mills) makes minimal-ingredient fruit and nut bars sold across natural and conventional grocery. Comparable to GoMacro on the clean-label, whole-food bar format and retail placement, though Larabar is positioned at a lower protein count and different ingredient narrative.
- Quest Nutrition: Quest Nutrition is a leading protein bar brand competing in the same high-protein, functional-snack category as GoMacro MacroBars. Comparable on retail distribution scale, sports/active-lifestyle consumer targeting, and protein-per-bar claim, though Quest emphasizes whey protein versus GoMacro's plant-based formulation.
- Perfect Bar: Perfect Bar produces refrigerated protein bars with whole-food ingredients, distributed through natural food stores, grocery, and DTC. Comparable to GoMacro on clean-label positioning, premium pricing, and DTC + retail hybrid channel strategy.
Emerging players
- Bobo's: Bobo's makes organic oat-based snack bars and bites in similar natural and grocery channels as GoMacro. Comparable on the organic, clean-ingredient positioning and shelf presence in Whole Foods and other natural retailers, though Bobo's emphasizes baked oat formats versus GoMacro's protein-forward bars.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
GoMacro social profiles
Digital presenceGoMacro compliance and trust
Trust signalCompliance9 records
GoMacro financial estimates
Financial estimateRevenue estimate
Valuation estimate
GoMacro leadership team
Management profileNumber of profiles
Profiles4 records
GoMacro funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
GoMacro M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about GoMacro
What does GoMacro do?
GoMacro manufactures and sells organic, plant-based protein bars (MacroBars) under its own brands, delivering 10-12g of protein per bar from a proprietary blend of organic sprouted brown rice protein and pea protein. The product portfolio spans full-size MacroBars, MacroBar Minis, Kids MacroBars, Whole Foods-exclusive MacroSquares, and specialty collections (Low FODMAP, Soy-Free, Nut-Free), all USDA Organic, Non-GMO Project Verified, Certified Vegan, Certified Gluten-Free, and Kosher certified. Products are sold direct-to-consumer through gomacro.com and through national retail distribution at Whole Foods, Trader Joe's, Walmart, Target, Publix, and Amazon.
Is GoMacro a public or private company?
GoMacro is a private company. It is classified as family owned and is currently operating.
When was GoMacro founded?
GoMacro was founded in 2004. It employs 51 to 100 people.
Where is GoMacro based?
GoMacro is headquartered in Viola, United States, in the North America region.
How does GoMacro make money?
Three revenue lines are on record. Direct-to-Consumer E-commerce is the primary driver. The others are retail Distribution and wholesale Program.
Who are GoMacro's main competitors?
Direct peers on record are Clif Bar, RXBAR, PROBAR, ONE Brands, KIND Snacks, Aloha, Larabar, Quest Nutrition and Perfect Bar. Bobo's is listed as an emerging player.
Does GoMacro have an API?
No public API is recorded for GoMacro.
What industry is GoMacro in?
GoMacro's product category is Organic Plant-Based Protein Bars. Its primary akta.pro industry code is CRADAAAI, Specialty & Functional Packaged Foods (Gluten-Free, Keto, Organic, Medical/Allergen-Friendly). Its NAICS code is 445298 and its SIC code is 2000.