Kashi Company
History
Kashi’s founders, Philip and Gayle Tauber, entered the natural foods business in the early 1980s, well before the widespread popularity of preservative-free, nutrient-rich foods.
The Taubers’ initial idea was to market a whole-grain cereal. They had developed a special blend of seven whole grains that they named Kashi Pilaf. After failing to get a loan to finance their start-up venture, they risked everything and invested their life savings of US$25,000 to get the business up and running. They convinced a manufacturer located in nearby San Diego to give them 90 days’ credit to produce their recipe. Later, they negotiated a deal with a factoring company which agreed to buy their invoices for US$0.92 on the dollar, thus helping them resolve some of their cash flow problems.
After the first phase of setting up their company, the Taubers were able to introduce their cereal in October 1983. The initial response was disappointing as Kashi Pilaf needed to be cooked for at least 25 minutes. They had hoped for a more positive response, but, having gambled everything on their entrepreneurial creation, they had no choice but to press ahead.
Several months after the Taubers first introduced Kashi Pilaf, they began selling the whole grain mixture to health spas. In the summer of 1984, they distributed samples of Kashi Pilaf at the Olympic Games in Los Angeles, becoming among the first food sellers to engage in product sampling at sporting events. A small group of Kashi Pilaf enthusiasts developed, marking the beginning of a loyal following attached to the Kashi brand, providing the Taubers with enough business to keep financially afloat.
Kellogg Company, the largest cereal maker in the world, saw the tremendous growth in the natural-foods category and realized it needed to take a position in the growing market. In November 1999, Kellogg acquired Worthington Foods, the producer of Morningstar Farms and Harvest Burger vegetarian patties, and made the company part of its natural and functional foods division. In June 2000, Kellogg strengthened the division by paying US$32 million for Kashi. For the Taubers, the acquisition marked the beginning of a new era for their 16-year-old company. “Distribution is what we have worked on the hardest,” Philip Tauber said in a July 24, 2000, interview with Supermarket News. “We are totally direct in the West, East, Chicago, and pockets of Florida. When Kashi has gained that shelf space, it’s been at the expense of the big cereal companies. We have had to buy our way onto those shelves. Now, with Kellogg, we will be on the center of the aisle, a better position.”
Products
Kashi’s product line includes hot and cold cereals, snack bars, crackers, entres, pizza, cookies, and waffles, all of these being all natural[dubious discuss] and some organic, such as Kashi Whole Wheat Biscuits cereal.
Kashi talked about their products on their Facebook page, saying “We make all natural, minimally processed foods free of refined sugars[dubious discuss], additives and preservatives[dubious discuss], but full of the positive nutrition that comes from our unique blend of seven whole grains. But, we also know that healthy foods don’t do anybody any good if nobody wants to eat it, so we use natural goodies like toasty whole grains, fruits and nuts to make our foods taste great. We believe that the closer to nature, the better the food, the better the food, the better you feel. When you feel good, you can live your best life.”
Every month, Kashi issues a newsletter which includes recipes and “healthy challenges” for its readers.
Environmental efforts
All of the paperboard Kashi uses is made from 100% recycled sources, with a minimum of 35% post-consumer content, and is recyclable. One of the company’s cereals, Kashi U, is packaged in a carton that is printed with soy ink and contains 80% post-consumer content. Recently, Kashi entered a partnership with TerraCycle, an eco-friendly innovative[peacock term] company that specializes in “upcycling” repurposed packaging into unique[peacock term] products such as tote bags and notebooks.
In 2009, Kashi Company partnered with RecycleBank, a recycling rewards company based in New York City. As a member of the RecycleBank community, Kashi customers gain RecycleBank Points based on how much they recycle. Points are redeemable for valuable Kashi rewards that are exclusive to RecycleBank members. So far, Kashi’s partnership with RecycleBank has helped keep 251 tons of material out of U.S. landfills.
References
^ Kashi: Meet Us. Kashi Company. Retrieved December 26, 2009.
^ a b c Kashi: Meet Us: History. Kashi Company. Retrieved December 23, 2009.
^ a b c Kashi Company: Answers.com. Answers Corporation. Retrieved December 29, 2009.
^ Kashi | Facebook. Retrieved December 30, 2009.
^ Kashi.com Newsletter: December 2009. Kashi Company. Retrieved December 30, 2009.
^ a b c Kashi: Meet Us: Sustainability. Kashi Company. Retrieved December 28, 2009.
External links
Kashi website
Organic Trade Association
Bear Naked website
Stretch Island Fruit website
FruitaBu website
v d e
Kellogg Company
Cereals
All-Bran Apple Jacks Bran Buds Cocoa Krispies Corn Flakes Complete Wheat Bran Flakes Corn Pops Country Store Crispix Cruncheroos Crunchy Nut Cornflakes Disney Hunny B’s Honey-Graham, Disney Mickey’s Magix Eggo Froot Loops Frosted Flakes Frosted Mini-Wheats Fruit ‘n Fibre Honey Loops Honey Smacks Just Right Mini Swirlz Mueslix Nutri-Grain Cracklin’ Oat Bran Product 19 Raisin Bran Raisin Wheats Rice Krispies Ricicles Smorz Special K Start Vector
Other
Bear Naked Carr’s Cheez-It Chips Deluxe Eggo Hydrox Kashi Keebler Famous Amos Gardenburger Morningstar Farms Mother’s Cookies Nutri-Grain Pop-Tarts Special K2O Protein Water Sunshine Biscuits Yogos Yogos Rollers
Discontinued
BiGG MiXX C-3PO’s Cinnamon Crunch Crispix Cinnamon Mini-Buns Krumbles Pep
Categories: Kellogg Company | Companies based in San Diego, California | Companies established in 1984 | Food production companies of the United States | Privately held companies of the United StatesHidden categories: Articles with a promotional tone from February 2010 | All articles with a promotional tone | All accuracy disputes | Articles with disputed statements from February 2010 | All articles with peacock terms | Articles with peacock terms from February 2010
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