Los Angeles CA
1-15-2024 8:35pm

30yrs After Mrs Gooch's Sale: A Look at Natural Food Standards

Some of the oldest names in organic, health food, natural products maintain their logo's and symbols but they actually are owned by traditional food conglomerates & private equity firms.

Announcements that Danone had sold Horizon Organic to Platinum Equity, a private equity firm, were tethered with descriptions of the company as "one of the first national organic dairy brands in the United States" and also the "largest organic dairy brand".  

 While Horizon's website has no mention of Danone, in the lower corner it mentions "WhiteWave Services".  WhiteWave was established in 1977 with a focus on soy products. They were acquired in 2002 by DeanFoods, who was established in 1925, and then in 2012  WhiteWave went public. By 2016 WhiteWave was acquired by Danone ( renamed "Danone North America in2018) but by May 2013 it was established as a standalone company.   Some of the giants in the natural food industry acquired under the name of WhiteWave include:

  • 2007 Horizon - (dairy products) originated in Boulder, Colorado
  • 2014 Earthbound Farms - (organic produce) originated in Carmel, CA 
    • Earthbound Farm was sold in 2019 to Taylor Farms, a family-owned third-generation fresh produce company based in Salinas, California – the Salad Bowl of the World.
  • 2014 So Delicious (vegan products) - originated in Eugene, OR

The claim by Horizon of being" one of the first national organic dairy brands in the United States" is much broader in scope; they helped established organic standards, much like once locally based Mrs. Gooch's health food stores:

  • 1991 Horizon Organic established
    • "We’ve been all-in organic believers since we started in 1991—as the very first organic dairy brand sold across the country. In fact, our founders played a crucial role in creating the USDA organic standards still followed today. True to our roots, our products are always organic, and we keep on pushing our practices forward, for the good of the horizon we all share."
  • 1993 Mrs. Gooch's had seven stores with 830 employees. Sold to Whole Foods. A product which passed the criteria to be sold in Mrs. Gooch's California stores was "Goochable" and by virtue of this would automatically be picked up by other stores throughout the country. This nomenclature & criteria has since been converted into the various natural emblems on natural products.

So, while the reach of the health food industry is as far as "99 cent" & "dollar" stores, every big box grocery store, the temptation aisle at even the craft store, and the gas station it should be noted the fact investment companies and major companies maintain the original names speaks volumes of the intent and integrity of their founders 20-40 years ago.  

Follow us as we talk about the new products and companies upcoming at the largest natural food exposition: ExpoWest

Past articles:  & social media

Natural Products Expo West Returns: Anaheim Convention Center March 8-12, 2022 | San Fernando Valley News Portal (town.news)

So You Wanna Be A Millionaire by Producing or Selling Your Idea? | San Fernando Valley News Portal (town.news)

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