BXP - April 2018 - 38

38

ingredients and learning about the companies that make the
products and their [social responsibility] commitments."
Brands now have tools such as the Internet to help these
consumers learn brand and product stories; the most-forward thinking brands realized that they could start communicating differently on pack. "Now, brands can have a very
good aesthetic on shelf and still communicate the natural
benefits of their products," Siler explains. "The natural consumer now expect brands to be innovating and expect them
to have a modern approach. Shoppers who have never seen
Califia before can immediately tell from our package design
and its elegant thoughtfulness that we are a company that
takes both an innovative and artisanal approach.
"Our almond milk is very much made the artisanal way," Siler
says. "We take whole blanched almonds and then we grind
them and soak them in water. The result is a taste profile and
texture that is most closely related to almond milk at home
versus some of the commodity carton varieties of almond
milk made from a reconstituted paste that's been processed
at ultra-high temperatures.
"This extends to other categories such as our coffee products," she adds. "We're direct trade sourcing our own coffee
beans so we can deliver the best taste profile. We have a GM
for coffee, who is focused on sourcing the best coffee beans.
As part of that commitment to coffee, we're even opening
our own roasting plant in downtown L.A. in July. So we're not
only sourcing our own coffee beans, we're roasting our own
coffee beans and controlling that roasting process. We also
own our own beverage plant, so we're able to execute the
whole cold brewing process ourselves in-house and manage
the quality of the coffee at every step of the way.
"It's the same for our probiotic yogurt," Siler says. "You see
the claim 'probiotic' on lots of different things, including
snack foods like corn chips. Quite often, those products are
using a probiotic powder that's added at the end of the production process. But we wanted to create products with the
highest efficacy for gut health, immunity and overall digestive benefit, so we batch ferment the culture so it's actually
breeding the live bacteria in our yogurt. It takes a lot more
expertise and work to create products this way but we view
it as absolutely critical."
ENGAGEMENT BEYOND THE SHELF
Packaging along with Califia's Web presence helps tell the
story of authenticity, but the company is also taking a purer

APRIL 2018

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BRAND EXPERIENCE



Table of Contents for the Digital Edition of BXP - April 2018

Bxp - April 2018
Contents
Editor’s Letter
The Scene
Innovative Wine Accessory
Chief Experience Officer: Thirst for Improvement
Drinking in the Luxe Life
The Debate
The Toolbox: Eco-Conscious Materials & Socially Responsible Services
Ad Index
The List: India
BXP - April 2018 - Intro
BXP - April 2018 - BB1
BXP - April 2018 - BB2
BXP - April 2018 - CT1
BXP - April 2018 - CT2
BXP - April 2018 - Bxp - April 2018
BXP - April 2018 - Cover2
BXP - April 2018 - 1
BXP - April 2018 - Contents
BXP - April 2018 - 3
BXP - April 2018 - 4
BXP - April 2018 - 5
BXP - April 2018 - Editor’s Letter
BXP - April 2018 - 7
BXP - April 2018 - The Scene
BXP - April 2018 - 9
BXP - April 2018 - 10
BXP - April 2018 - 11
BXP - April 2018 - 12
BXP - April 2018 - 13
BXP - April 2018 - 14
BXP - April 2018 - 15
BXP - April 2018 - 16
BXP - April 2018 - 17
BXP - April 2018 - 18
BXP - April 2018 - 19
BXP - April 2018 - 20
BXP - April 2018 - 21
BXP - April 2018 - Innovative Wine Accessory
BXP - April 2018 - 23
BXP - April 2018 - 24
BXP - April 2018 - 25
BXP - April 2018 - 26
BXP - April 2018 - 27
BXP - April 2018 - Chief Experience Officer: Thirst for Improvement
BXP - April 2018 - 29
BXP - April 2018 - 30
BXP - April 2018 - 31
BXP - April 2018 - 32
BXP - April 2018 - 33
BXP - April 2018 - 34
BXP - April 2018 - 35
BXP - April 2018 - 36
BXP - April 2018 - 37
BXP - April 2018 - 38
BXP - April 2018 - 39
BXP - April 2018 - Drinking in the Luxe Life
BXP - April 2018 - 41
BXP - April 2018 - 42
BXP - April 2018 - 43
BXP - April 2018 - 44
BXP - April 2018 - 45
BXP - April 2018 - 46
BXP - April 2018 - 47
BXP - April 2018 - 48
BXP - April 2018 - 49
BXP - April 2018 - The Debate
BXP - April 2018 - 51
BXP - April 2018 - 52
BXP - April 2018 - 53
BXP - April 2018 - 54
BXP - April 2018 - 55
BXP - April 2018 - 56
BXP - April 2018 - 57
BXP - April 2018 - The Toolbox: Eco-Conscious Materials & Socially Responsible Services
BXP - April 2018 - 59
BXP - April 2018 - 60
BXP - April 2018 - 61
BXP - April 2018 - 62
BXP - April 2018 - Ad Index
BXP - April 2018 - The List: India
BXP - April 2018 - Cover3
BXP - April 2018 - Cover4
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