The organic baby food market is about to explode even further.
While the global market is expected to account for $5.6 billion by 2020, representing an annual growth rate of more than 10%, the market in the so-called BRIC countries (Brazil, Russia, India and China) is projected to reach $3.5 billion, a growth rate of a staggering 19.5% between now and 2020.
And that is because of a number of factors, including: Rapid urbanisation; rising parental concern to feed their child with healthy and chemical free products; health awareness programmes by regional governments; and a real emphasis on natural nourishment.
In the BRIC countries, the market is being fuelled by an increase in working mothers, a boost in organic commodities being produced, and government subsidies helping to support what still constitutes a fairly immature segment of the food market.
For centuries, a band of parents have poured over the labels of supermarket products, obsessively looking to give their kids the very best. And why not.
Right here, right now, that band of parents is now a giant flock of more informed, conscious, ethically-minded Mums, Dads and carers who not only want great tasty products for their kids, but are looking for help, support and inspiration to make healthy eat the norm a world saturated by high-sugar, high-salt and high fat kids foods.
Ella’s Kitchen is one of an incredibly strong growing market of organic, ethically-sourced and healthy kids food taking the supermarket shelves by storm.
Founded by Paul Lindley back in 2006, and named after his first born, the business has not only worked hard to create good food that parents will keep reaching to put into their trolleys every week, but it has done so with a passionate belief in promoting healthy eating and giving Mums and Dads the tools to make the best choices for their children.
I caught up with Paul – who, having sold the business three years ago, is now chairman and “guardian of the mission” – to find out all about Ella’s Kitchen and how he has taken his business from tiny start-up and turned it into a global phenomenon.