From Trail to Table:

Overview

A globally respected outdoor brand, long synonymous with environmental activism and performance gear, was weighing a bold move: entering the regenerative-organic food space. Leadership knew the opportunity was compelling—but so were the risks.

Challenge

Internal metrics and brand trackers were built around jackets, not jerky.

While the brand’s values aligned with regenerative agriculture, they had no data on whether consumers would see it the same way—or worry about greenwashing or overextension.

The team needed answers to key questions: Would they have food credibility? Would it erode their performance halo? And what would it take to make this leap stick?

Solutions & Insights

Starlight tapped digital intelligence, search data, campaign audits, and qualitative research to assess how sustainability-minded consumers perceived the potential brand extension.

Our “Food-Viability Index” combined these insights to show not just whether the move made sense, but how to maximize credibility while avoiding equity dilution.

The brand launched with clarity—securing 150 Whole Foods placements within three months. Post-launch tracking showed core brand associations remained stable, shifting less than 2%. A 20% lift in willingness to pay supported a 25% premium price point.

Early sales outpaced projections, confirming not just viability, but real growth potential in the new category.

“Chris and his team gave us clarity on how far our brand could stretch—and how to do it without losing what made us iconic in the first place.”
— Head of Strategy, Global Outdoor Brand