Nature's Earthly Choice

What Nature's Earthly Choice does

Nature's Earthly Choice is a privately held packaged food company founded in 2005 and headquartered in Eagle, Idaho. The company sources ingredients globally and distributes a portfolio of nutritious grain, seed, and superfood products sold under the Nature's Earthly Choice® brand and the APPLE FLOUR™ sub-brand. The catalog spans ancient grains (quinoa in white, red, tri-color, and value-size variants; farro; wheat berries; black rice), seeds (chia, flax, hemp), specialty flours and powders (acai, goji berry, maca, beet, apple flour, nut flour blend, goji cacao), gluten-free multi-grain pasta, and a line of microwavable 90-second pouches covering lentils, beans, farro, quinoa-barley, red-white quinoa, barley-lentils, and seven-grain blends.

The company's technical capabilities are concentrated in processing and convenience rather than in proprietary technology platforms. Documented processing differentiators include pre-washed quinoa (bitter saponin coating removed), pearled farro (no overnight soaking, 25-minute cook time), and shelf-stable microwavable pouches (90-second ready). The firm maintains an allergen-disclosure program covering eleven primary allergens — peanuts, tree nuts, milk, eggs, wheat, soy, fish, crustacean shellfish, gluten, sesame, and mustard — through a snacksafely.com affiliation that exceeds FDA disclosure requirements. Distribution is structured around a dedicated Amazon Storefront for online sales and a nationwide U.S. retail grocery network spanning approximately 16,499 store locations accessed via a public store locator; named retail partners include Compare Foods, IGA, and Super H Mart, with regional concentration in the Southeast, Midwest, and Mid-Atlantic. Marketing assets are content-led rather than performance-led, including a recipe database of over 100 entries organized by product category and a minimal Instagram presence.

The company operates with a small team of 1–10 employees and generates revenue through one-time consumer packaged goods sales to retail and e-commerce channels, with pricing determined by individual retailers rather than published directly. There is no evidence of external institutional or private-equity investment, no parent company, no disclosed management team, no M&A activity, no leadership changes, and no financial reporting; the firm appears to be a founder-operated brand relying on outsourced manufacturing and distribution, with a lean cost base that enables broad shelf reach but limits visibility into scale.

Name

Nature's Earthly Choice

Legal name

Nature's Earthly Choice

Website

https://earthlychoice.com

Company type

Private

Founded year

2005

Operating status

Operating

Headcount range

1–10 employees

Short description

Nature's Earthly Choice is a private, Eagle, Idaho-based packaged food company that sources, processes, and distributes ancient grains, seeds, superfood powders, and 90-second microwavable grain pouches through Amazon and approximately 16,499 U.S. retail grocery locations, serving health-conscious consumers and busy families.

Ownership category

akta.pro rank

Product category

Packaged Whole Grains & Seeds

NAICS

Other Specialty Food Retailers (44529), All Other Specialty Food Retailers (445298)

SIC

Grain Mill Products (2040), Food And Kindred Products (2000)

akta.pro primary industry

Natural Specialty Food Stores (Gluten-Free, Vegan, Keto, Allergy-Friendly) (CRAHAEAE)

akta.pro secondary industries

Online Specialty Grocery (Organic/Health/Ethnic/Gourmet) (CRAHAIAE), Natural/Organic Bulk & Supplement Grocers (CRAHAMAF)

Keywords

• Whole grain foods
• Ancient grain products
• Superfood seed products
• Microwavable grain pouches
• Gluten-free packaged foods

Headquarters

HQ city

Eagle

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Marketing or Sales, Personnel, Others

Revenue model

1. Consumer Packaged Goods Sales: Nature's Earthly Choice generates revenue through the sale of packaged grain, seed, and superfood products. Products are sold through Amazon Marketplace and retail grocery stores nationwide. The company sells directly to consumers via their website redirects to Amazon, and through traditional retail distribution channels.

Go-to-market motion2 records

Distribution channels2 records

Marketing channels3 records

Core offering

Nature's Earthly Choice sources and packages nutritious whole grains, seeds, superfood powders, specialty flours, gluten-free pasta, and microwavable grain and bean pouches. The company sells these packaged food products to consumers through a dedicated Amazon Storefront and through approximately 16,499 retail grocery locations across the United States.

Product overview

Nature's Earthly Choice is a food products company offering a diverse portfolio of healthy grains, seeds, flours, powders, microwavable meals, and pasta products. The product lineup includes: Grains category with Farro, Quinoa (in multiple sizes and varieties including Red Quinoa and Tri-Color Quinoa), and Black Rice; Seeds category with Chia Seeds, Flax Seeds, and Hemp Seeds; Flours & Powders category including Acai Powder, Apple Flour, Goji Berry Powder, Maca Powder, Nut Flour Blend, Goji Cacao Powder, and Beet Powder; Microwaveable ready-to-heat products including Lentils, Bean Medley, Black Beans, Garbanzo Beans, Organic Barley & Lentils, Organic Farro, Organic Quinoa & Barley, Organic Red & White Quinoa, and Organic Seven Grain; and Other products including Lentil Trio and Gluten-Free Pasta. Products are sold primarily through retail channels including Amazon and physical store locations across the United States.

Differentiator

Problem solved

Functional benefit

Brands

• APPLE FLOUR™: A specialty flour made from apple peel combined with wheat flour, marketed as a sustainable and nutritious baking ingredient.

Products and services

• Quinoa Ancient South American grain known as 'The Gold of the Incas.' Contains all 9 essential amino acids, 13% protein, gluten-free, and high in vitamins and minerals. Pre-washed to remove the bitter coating that naturally covers the seed.
• Quinoa Value Size

Quantifiable outcome

• Products available at 16,499 retail locations nationwide
• +2 more outcomes

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Scale indicators1 record

Recent moves6 records

Expansion highlights4 records

Direct peers

• Seeds of Change: Direct peer offering microwavable rice and grain pouches (Quinoa & Brown Rice, Brown & Red Rice, etc.) alongside dry grains. Closely overlaps with Nature's Earthly Choice's microwavable SKU portfolio and retail distribution strategy.
• TruRoots: Direct peer specializing in quinoa, sprouted grains, and ancient grains from sustainable sources. Competes on similar product attributes (organic, pre-washed quinoa, ancient grain blends) and shelf placement in natural food retailers.
• Terrasoul Superfoods: Direct peer in superfood powders (Acai, Maca, Goji, Beet) and chia/hemp/flax seeds with comparable ingredient sourcing and health-positioned DTC + retail playbook.
• Bob's Red Mill: Direct peer in natural/organic whole grains, seeds, and flours (oats, quinoa, farro, chia, flax). Competes head-to-head in the same SKUs, same health-conscious retail channels (Whole Foods, Sprouts, natural grocery), with a similar brand-positioning playbook around ancient grains and allergen transparency.
• Ancient Harvest: Direct peer in gluten-free and ancient grain category, with flagship Supergrain Pasta and quinoa blends. Targets the same health-conscious consumer and competes in overlapping natural/grocery retail accounts.
• Lotus Foods: Direct peer in specialty and heirloom rice varieties (Forbidden Black Rice, Red Rice, Jade Pearl) with similar health-and-sourcing positioning. Overlaps in rice category and natural grocery channel presence.

Broad incumbents

• Tasty Bite: Incumbent in microwavable/heat-and-eat grain-and-legume meals (lentils, rice, bean bowls). Competes in the same microwavable pouch format and convenience-meal consumer segment but with broader Indian/Asian cuisine focus.
• Success Rice: Incumbent in boil-in-bag rice and grain products with major retail distribution. Competes for convenience-grain share with a much larger marketing budget and broader mainstream grocery penetration.

Emerging players

• MadeGood: Emerging player in allergen-friendly and school-safe snacks/grab-and-go items. Competes for the same allergy-conscious household buyer and could expand into grains/seeds categories.

Others

• Enjoy Life Foods: Incumbent in allergen-friendly packaged foods owned by Mondelez. Targets the same allergen-aware consumer segment that Nature's Earthly Choice addresses with its 11-allergen disclosure commitment.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• Instagraminstagram.com/17841400842392825
• Xx.com/Earthly_Choice
• Facebookfacebook.com/NaturesEarthlyChoice

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Nature's Earthly Choice