A rebranding Whole Foods couldn’t resist
Kassumay offers unique hibiscus flower-based fruit spreads with simple, natural ingredients honoring the founder's West African roots.
Aperture CPG was brought in to rebrand packaging and develop the right selling materials – while keeping Whole Foods placement in mind as a primary goal.
In 2020, Aperture CPG’s vetted partners created updated packaging leveraging the existing name and logo identity elements. With packaging in place, an update to sales materials as well as providing the foundation for branding assets toolkit that the internal team could leverage in the future.
“Hiring Aperture at the very beginning of my business was so rewarding.”
-Bacary Diatta, Founder, Kassumay
Securing placement in both local independent retailers and national chains.
As part of the first engagement, Jamie managed business development, opening doors to local contacts and setting product placement opportunities in motion. He also acted as the primary sales contact for the business, supporting deals within local and New England regional accounts, as well as advising on a direct-to-consumer plan with Amazon.
Aperture CPG found the company’s first investors and source of fundraising capital to drive growth in the business. Three years after the initial collaboration, Kassumay has re-engaged Aperture CPG in order to help grow its business from a sales standpoint.
“Thanks to Aperture, their excellent work allowed me to expand into many Whole Foods locations.”
-Bacary Diatta, Founder, Kassumay
Results
Elevated the entire brand in order to set it up for national expansion readiness
Secured the first local retail account partners
Secured initial Whole Foods placement in 3-4 locations
Supported Whole Foods placement expansion to 41 locations
Developed innovative ways to integrate products as an ingredient within retailer food menu offerings at Green Grocer and Le Bec Sucré
