Waterville's Maine Crisp inks deal with Whole Foods, readies for expansion
Courtesy / Maine Crisp
Waterville food producer Maine Crisp is poised for expansion after a 46-store distribution deal with Whole Foods.
A Waterville company that first connected with Whole Foods less than a year ago has landed a 46-store distribution deal with the Texas-based chain and as a result is ready for "significant expansion," the Maine company owners said.
Maine Crisp Co., founded by Karen and Steve Getz in 2014, this week announced the deal to supply Whole Foods stores in the Northeast. Maine Crisp began selling its buckwheat-based crisps at the Portland branch through the Whole Foods Local Forager progam, which identifies local producers for its stores on a small scale.
The 46-store deal came after customers in Massachusetts requested the product in their stores, Karen Getz said.
Getz manufactures the crisps, which can be eaten as a snack or used in recipes, in the 2,500-square-foot 10 Railroad Square space, next to Grand Central Cafe. The company has been in the space since 2017. The deal with Whole Foods poises the 14-employee company for significant expansion, details of which will be released soon
The deal with Whole Foods is for Maine Crisp's Cranberry Almond and Wild Blueberry Walnut crisps and is the company's largest distribution contract with a supermarket chain, and the first to reach outside of Maine. The crisps are also available in 17 Hannaford supermarkets in Maine, as well as some specialty stores.
"With the nationwide retailer’s convenience, geographic reach, and strong brand identity, Maine Crisp products will be more accessible to existing customers and more easily discovered by new consumers," a news release said.
“We are thrilled to partner with Whole Foods — they are the perfect partner for us, not only for their unparalleled ability to introduce new, cheese and charcuterie-loving customers to our crisps, but also because our values align,” Getz, who is vice president of product development, said. “Whole Foods, like Maine Crisp, is committed to providing their customer with the highest-quality specialty items, and they genuinely listen to their customers’ needs.
"We are so grateful that Whole Foods believed in and supported us in this new phase of growth," she said.
Whole Foods said the product was selected because it's unique, high-quality and locally made. Maine Crisp sources its buckwheat and gluten-free seed, which comprise the base of the crisp recipe, from Aroostook County.
“Distribution through Whole Foods not only represents a new frontier of sales growth but also positions Maine Crisp as a market leader in the gluten-free, specialty crisp category,” said Steve Getz, vice president of marketing. “Our crisps are loved by award-winning chefs and patrons of specialty shops, and this deal is a significant milestone in our mission to bring Maine-made, tasty crisps to a wider consumer market.”
The New England-wide market penetration is an important growth milestone for Maine’s buckwheat farmers and manufacturing industries as well, the release said.
The deal is also a win for local producers, said Garvan Donegan, director of planning, innovation, and economic development at Central Maine Growth Council. “Maine Crisp Company’s success contributes to driving demand for Maine-based premium products and the revitalization of Maine as New England’s bread basket,” he said. "As innovative value-add producers, they capitalize on Maine’s legacy agricultural industry and pristine brand identity, while propelling it into new markets.”
Whole Foods Local Foragers scout local producers who meet the retailer’s quality standards, follow ingredients criteria "and tell a meaningful story," the company said.
The product was set for an October in-store launch at Whole Foods stores throughout New England, but Maine Crisp found that stores were stocking the product in featured displays as early as Sept. 1, and they've already had reorders.
Most Recent
Most Recent
0 Comments