{"id":4111,"date":"2023-07-06T23:57:19","date_gmt":"2023-07-06T23:57:19","guid":{"rendered":"https:\/\/mysourcefunding.com\/leadership\/why-malk-organics-is-really-into-labels\/"},"modified":"2023-07-06T23:57:20","modified_gmt":"2023-07-06T23:57:20","slug":"why-malk-organics-is-really-into-labels","status":"publish","type":"post","link":"https:\/\/mysourcefunding.com\/?p=4111","title":{"rendered":"Why MALK Organics Is Really Into Labels"},"content":{"rendered":"
\n

Longtime specialty brand manager Jason Bronstad\u2019s daughter was around seven when he first joined Austin Texas-based clean, premium plant-based milk company, MALK Organics as interim CEO in 2020. At the time, Bronstad has been leading a family conversation about labels.<\/p>\n

\u201cSo, one day, my daughter turns around a bottle of ketchup and says, \u2018Hey, Dad, what\u2019s high fru\u2014 \u2026 What is this word?\u2019 Fructose<\/em>. \u2018Oh, yeah,\u2019 I said. \u2018We should get that out of the house, my Dear.\u2019\u201d<\/p>\n

\u201cThat\u2019s the beauty of transparency,\u201d says Bronstad. Consumers can make informed decisions. MALK worked with the Austin-based agency, Door No. 3, which specializes in challenger brands like MALK. The campaign they came up with, #turnitaround, has defined the brand\u2019s philosophy ever since.<\/p>\n

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Transparent almond & oat milk<\/em><\/strong><\/p>\n

\u201cWe want to simply show you what we are. At MALK,\u201d says Bronstad, CEO since 2021, \u201cWe love our logo, but the back of the bottle is where the real action is. Our ingredient information isn\u2019t a legal disclaimer, it\u2019s a full-on brag. When you\u2019ve got nothing to hide, it\u2019s easy to show \u2019em what you\u2019re made of. Not sure other plant-milks will be bragging much about gellan gum and dipotassium phosphate.\u201d<\/p>\n

If you test this theory at home, turning the average container of dairy alternative milk around, you might encounter more than the few simple, familiar, pronounceable ingredients contained in MALK.<\/p>\n

Take rapeseed oil as an instructive example, says Bronstad. The ingredient is common in many oat milk brands. \u201cThe studies that we\u2019ve seen suggest that those oils are genetically modified. So, you have a GMO presence, you\u2019ve got pesticides, you\u2019ve got Roundup likely, that can truly upset your digestive system. Think about all the food that we\u2019re slowly poisoning ourselves with for decades.<\/p>\n

\u201cHow do we know those [potentially toxic ingredients] are actually influencing you?\u201d Bronstad asks. \u201cWell, you\u2019ve got to start an elimination diet. You have to start to remove those dynamics from it. And I can say that in my household over the last three years, we have turned into a much healthier family. We feel better, we\u2019ve been sick less, because we\u2019ve chosen to bring in a very focused mission on organic foods as well as simple clean ingredients.\u201d<\/p>\n

With its radically transparent policies, MALK products make that elimination process easier. With a slogan of \u201cSimply Made. Nothing To Hide<\/em>,\u201d the high-quality, certified organic ingredients \u2013 such as organic coconut sugar as sweetener \u2013 are plainly stated, easy to understand, \u201cand with ingredients you can always count on one hand,\u201d Bronstad says.<\/p>\n

Paying more to get \u201cless\u201d\u2014the market responds<\/em><\/strong><\/p>\n

According to sales register data, MALK\u2019s revenue has crossed $40mm in the most recent 52 weeks. Especially for a challenger brand, it\u2019s enjoying a strong market share in its industry.<\/p>\n

Revenue growth, too, is more steady than the industry average, Bronstad reports.<\/p>\n

Since its founding, the company has grown faster than the industry average, and Bronstad credits the company\u2019s mission \u201cto establish that premium tier of plant-based products with our clean and organic products. To be able to lift people up and show them, no matter if you\u2019re shopping at a Harris Teeter in North Carolina or you\u2019re shopping at a Ralph\u2019s in South Carolina or a Publix in Florida, there should be that top option for consumers to buy. That\u2019s what the team [approaching 30 employees] is focused on today.\u201d<\/p>\n

The company recently transitioned from self-manufacturing to co-manufacturing, Bronstad reports, to give it the ability to scale. \u201cAnd with that, we took that opportunity to be more pronounced about who we are, especially within that premium organic [sector]. There are very few organic players in the space because it\u2019s expensive. It\u2019s hard to make margin on an organic raw material because all the way up the value chain from how farmers are making the choice about how they treat their almond orchard or oat crop, there\u2019s higher expenses at each step in the ladder as you ratchet up.<\/p>\n

\u201cHowever, at the same time, consumers sit back and go, \u2018There\u2019s no pesticides, there\u2019s no fertilizers. This is as clean a product as Mother Earth can give us.\u201d<\/p>\n

That choice was made, says Bronstad, \u201cbecause it\u2019s what the original founder wanted to provide her son\u2014the absolute cleanest product possible.\u201d Malk launched in 2015 by cleantech pioneer August Vega in response to her then one-year-old son\u2019s dairy allergy.<\/p>\n

\u201cThat\u2019s become the DNA of who we are as a company,\u201d says Bronstad. \u201cAnd in all the choices we make, we want to make it easier for consumers to make that healthy choice and know that they can trust the name of MALK, and that we are going to give them clean, simple-ingredient products.\u201d<\/p>\n

\u201cYou could<\/em> go make your own almond milk at home, you could make your own oat milk at home,\u201d Bronstad says. \u201cPeople do it all the time. It is a very tedious process, and we\u2019re trying to make it easier for you to consume healthier products.\u201d<\/p>\n

That simple philosophy, say investors, is what\u2019s given the brand its competitive edge. So, #turnitaround, says Bronstad. \u201cIt doesn’t matter if it\u2019s MALK or any other product in your house. Turn it around and look at those ingredients. Because it\u2019s truly the ingredients that matter\u2014that\u2019s the stuff you\u2019re putting into your body.\u201d<\/p>\n

If you\u2019d like to dive deeper with more purpose-led companies like MALK Organics, check out the Lead with We podcast <\/em>here<\/em>, so that you too can build a company that transforms consumer behavior and our future.<\/em><\/p>\n<\/div>\n

Read the full article here<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"

Longtime specialty brand manager Jason Bronstad\u2019s daughter was around seven when he first joined Austin Texas-based clean, premium plant-based milk company, MALK Organics as interim CEO in 2020. At the time, Bronstad has been leading a family conversation about labels. \u201cSo, one day, my daughter turns around a bottle of ketchup and says, \u2018Hey, Dad, […]<\/p>\n","protected":false},"author":1,"featured_media":4112,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"content-type":"","footnotes":""},"categories":[76],"tags":[],"class_list":{"0":"post-4111","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-leadership"},"yoast_head":"\nWhy MALK Organics Is Really Into Labels | Brandiary<\/title>\n<meta name=\"description\" content=\"Longtime specialty brand manager Jason Bronstad\u2019s daughter was around seven when he first joined Austin Texas-based clean, premium plant-based milk\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" 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