Company name: Organically Raw (produces Shanti Bar line of products)
Business: Organically Raw is aiming to disrupt the functional food bar category by introducing superfoods to the masses, and to be the leader in the high-performance, high-protein, nutrient-dense, raw superfood space. “We want to create a revolution whereby sports and active performance nutrition is fueled by natural sources and superfoods,” CEO Lauren Feingold said. The company’s first product line is Shanti Bar. To the co-founders, Shanti Bar celebrates the raw power of female excellence and beauty and supports sexual equality.
Story: Feingold and Ashanty Williams, who both studied culinary arts and have a passion for health and wellness, met at a local gym in Miami in 2012 and became friends. Williams asked Feingold to try a Shanti Bar she developed. “Once I did, I was hooked and the two of us formed a partnership based on a mutual dynamic skill set of the culinary arts, business management and ambition to see the endeavor through.”
Most all products in the market contained loads of unnecessary ingredients and lacked nutritional and functional health benefits, Feingold said. “We believe the consumer deserves more and should have a product they can rely on whether it is at the gym, work, traveling, or on the go.”
Shanti Bar is manufactured, produced and distributed from its facilities in Miami, and this summer, Organically Raw is set to launch Shanti Bar into mainstream retailers. While the market is crowded with competitors, this 100 percent raw, vegan and organic product has a secret weapon: Olympic champion Hope Solo.
Solo said “the brand represents the idea of what a powerful and purposeful woman is” and last month endorsed the Shanti Bar as her “performance bar of choice.”
“Female entrepreneurs are a very strong and vibrant community, and they want to help each other,” said Solo, who was already a fan and regular customer of Shanti Bar. “I’m excited to work with Lauren and Ashanty — they’re incredible women who want to chart their own path and have found something they love and believe in.”
The energy and protein bars are sold in nearly 150 locations in South Florida, including Tunies Natural Market, Beehive, One Hotel, The Standard, Soho House, Native Sun Grocers, Juice n Java and
Miami Cafe, and are now distributed nationally in New York, Colorado,
Oregon and Nevada.
Company launched: March 2015
Management team: Lauren Feingold, CEO; Ashanty Williams, COO; Zussy Williams, facility manager.
Financing: Mainly self-financed. Obtained a few equipment loans.
Milestones: Partnership with Hope Solo, a two-time Olympic Gold Medalist and FIFA World Cup Champion goalie, was announced in May. Also this year, the company further automated its production in order to manufacture mass quantities and launched a new flavor, Acai Lush, in its Shanti Bar Mini line.
Biggest startup challenge: “There isn’t anything easy about it,” Feingold said. “But probably the biggest challenge has been penetrating the natural channel’s mainstream retailers and mass market key accounts.”
Next steps: The company is working with a broker to help take Shanti Bar nationwide. It also plans to participate in various trade shows outside of its natural channel — for example, Shanti Bar could be marketed for hiking, biking, camping, skiing, etc.
“Ashanty and I are dedicated and determined to make a positive impact in the world of health and wellness nutrition and sports and active performance nutrition,” Feingold said.
Nancy Dahlberg @ndahlberg