Insider Ep. 33: Whether It’s Food or Apparel, Patagonia Starts With a Problem

Getting into the food business was a “no-brainer” for Patagonia.

That’s according to Birgit Cameron, the managing director of Patagonia Provisions, the food and beverage arm of the environmentally-focused apparel company. Launched in 2013, the brand markets a variety of responsibly sourced products, including bison jerky, tinned mussels, seeds and even beer.

In an interview included in this episode, Cameron explained that “if you think of Patagonia as this overarching environmental company that’s been dealing with agriculture for many, many years... food was such a natural progression for us.”

“Because agriculture as it relates to food is one of the biggest contributors to climate change,” she said. “It felt like a natural segue to say, ‘we know what we know on the apparel side, what are the other things we can do to really shift the supply chain, shift the thinking around climate issues and agriculture?’”

Listen to our full interview with Cameron, who spoke about the origins and development of the brand, opportunities and challenges derived from the brand’s alignment with its parent company and why an uncommon innovation strategy is critical to its overarching mission.

Show notes:

1:23: San Diego Shandy -- Back at BevNET HQ after a few days on the West Coast, Ray spoke about his visit to San Diego, where he recorded interviews with Mamma Chia founder and CEO Janie Hoffman and Boochcraft co-founder/CMO Adam Hiner (to be featured in Taste Radio Ep. 162). Meanwhile, John, Mike and Jon munched away at some savory snacks sent to the office in recent days and chatted about La Colombe’s new Cherry Shandy coffee.

8:35: Interview: Birgit Cameron, Managing Director, Patagonia Provisions -- Cameron met up with BevNET editor in chief Jeff Klineman and NOSH editor Carol Ortenberg at Expo West 2019 where she discussed Patagonia founder Yvon Chouinard’s initial concept for a food brand and how it was developed. She also spoke about how Patagonia has incubated the Provisions brand and why the company takes a multi-prong approach to its retail strategy. Later Cameron explained why “everything [the brand] makes has a deep reason for being,” how Patagonia is attempting to position its food products for broad appeal, and how its work with documentary filmmakers is helping to connect consumers to their food sources.

Brands in this episode: Patagonia Provisions, Nick’s Sticks, Smart Alex Foods, Mamma Chia, Boochcraft, JuneShine, Babe Kombucha, Seven Cold Brew, La Colombe