How an early-stage consumer goods organization increased revenue by 34 times

The context

After a decade of growing organic herbs and vegetables and raising farm animals, a family-run New England farm decided to pivot and produce high-end functional CBD products. This pivot required the organization to change its business model from wholesale agricultural commodities to the production and retail of consumer goods. The concept was clear, but the necessary infrastructure to scale the business was lacking. The organization had strong core values and a revitalized product but its retail strategy and brand were underdeveloped. Furthermore, key operating mechanisms, such as cash flow, roles and responsibilities, market strategy, financing, and inventory management were not yet in place.

Our approach

• Worked with leadership team to identify and align on strategic goals that included bolstering management capabilities, acquiring talent, and developing leadership at the business' early stage. We also identified tactical priorities that included raising capital, establishing a brand, and navigating compliance.
• Walked the organization's leadership through the Senior Team Alignment Process (STAP) with the purpose of ensuring sustainable growth fo rthe accelerating business and facilitated the process through which the leadership team worked together to create a strategic business framework.
• Used the GRPI (Goals, Roles, Processes, and Interpersonal Relationships) process with the organization to frame strategic planning. ZRG also used assessment processes and provided ongoing coaching to the co-founders of the organization.
• A senior ZRG consultant was installed as the interim CEO to help establish and oversee the business' fundamental operating mechanics, including communications, product development, finance, investor relations, and standards and operating procedures.

Results

• During the engagement, the organization increased revenue by 34 times.
• Created a cohesive wellness-focused brand image that informed retail strategy and reflected the purpose and values of the company.
• The interim CEO facilitated the setup of essential operations that enabled the company to scale as it continued to grow.

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