On Getting into 2000 Walmart Stores Nationwide: How LiveKuna is Changing the Superfoods Marketplace
We got a chance to speak to Santiago Stacey, the co-founder of LiveKuna this week and got a peak into what it takes to get accepted into 2000 Walmart stores nationwide within just 3 years of launching the company.
Since launching, LiveKuna has experienced exponential growth. “We started in Ecuador in 2014,” says Stacey. “Today we sell our products in Chile, Dominican Republic, Panama, Canada, and recently entered into 2000 US Walmart stores nationwide.”
Like most products, misconceptions require that you put everything right whenever you launch in that marketplace. Stacey and team see that as an important part of the process as they continue to expand.
Speaking about that common mistaken belief, he says “They don’t know how to use it and claim it’s expensive.” To counter that and overcome the whole delusion “We create products that you can simply add to your daily diet without going out of your way. Also, we partner directly with farmers so we get best quality and best prices so we can pass those savings to the customer.”
Every company wants to create a long-standing impact. With LiveKuna, the vision is simple. “We want to keep creating innovative and affordable superfood products that you can eat on a daily basis, while giving back to the community of farmers who makes it all happen,” says Stacey. The goal is not just to be a superfood company but to continue innovating in this space while effecting change in the superfoods niche.
Market research being a huge component of understanding your product is of course integral for all young companies. One of the most important aspects is segmenting and knowing who your product primarily caters for. “Our product is primarily for millennials and seniors,” he says.
The ways of marketing without breaking the bank and killing your company’s resources inform the choice of this target market. “Because we currently only promote through social media, millennials normally interact with our products. However, we would love to target seniors who would ultimately need to eat healthy products that can add more nutrients to their diet. Also with our new gluten and wheat free flour we are offering celiacs a new way of baking.”
SOURCING TO PRODUCTION
It is one thing selling superfoods, however, LiveKuna’s products go through a rigorous process from sourcing to market. “We work directly with farmers in Ecuador who cultivate both quinoa and bananas in an organic and sustainable manner. We then bring to our processing plant audited and approved by Walmart for packing and selling in their stores. Here’s a video more detail about the process for both items: Quinoa Flour and Banana Flour,” Stacey remarks.
WHY WE CREATED LIVEKUNA
“We started this company out of frustration knowing that 99% of these superfoods grown in our own country where being exported, and our own people who produced and cultivated, were not taking advantage of their nutritional value. LiveKuna was then created to promote and bring back superfoods consumption to the roots of its existence,” Stacey continues.
“Our vision is to keep expanding the superfood offerings and creating products that you currently consume but are 100% made from superfoods which provide high content of fibre, plant based protein, omega-3, gluten and wheat free options. And above all, taste great!”
Stacey is calm and clear when it comes to the next goals. It all has to do with their new entrance into the 2000 Walmart stores nationwide. The intention is to thrive in this space and keep innovating for the customer who gets LiveKuna products from the retail stores. “We want to keep expanding the basket of products to Walmart customers,” he says with surety.
FROM IDEA TO WALMART: ON SCALING
Getting into 2000 stores nationwide must have been fete for such a young company which only launched in 2014. Santiago Stacey remarks that it took so much but nothing anyone who is committed can’t do. “Walmart and other retailers offering our products are looking for clean labels, quality product, farm to table, and affordable. We’ve been transparent from the start, that’s the key,” he concludes.
From going to Ecuador, discovering a market gap in America, creating a concept and eventually convincing Walmart to have their products, it has been a fine 3 years for LiveKuna. The journey began and strides have been made. With such a meticulous process of sourcing and creating their products, more startups can learn how to scale by understanding that it takes patience, consistency, quality products and amazing commitment.
Originally published at press.farm on October 11, 2017.