OFRM: How Refrigerated Coolers Drove 53% Sales Growth

Once Upon a Farm PBC (OFRM) posted 53% sales growth, a pace the company ties directly to its refrigerated cooler strategy. The approach places organic baby food in the fresh section rather than the shelf-stable aisle, competing on freshness and higher price points.

The cooler strategy changes the category dynamics. Shelf-stable baby food competes on price and brand loyalty; refrigerated products signal freshness and command repeat purchases. Once Upon a Farm has secured placement in major grocery chains, which management says drives velocity and basket size.

The 53% growth rate implies a trajectory that, if sustained, compounds at over 30% annually. Revenue is still small relative to the addressable market, leaving room for expansion into new retailers and product lines.

Refrigerated coolers require retailers to allocate space in a premium zone. Once Upon a Farm's products – organic fruit blends and meals for babies and toddlers – sit next to fresh produce and dairy. That positioning taps into the parent's preference for minimally processed food.

The strategy depends on cold-chain logistics and retailer willingness to dedicate cooler space. Competition from other premium brands could slow the placement rate. So far, the company has executed without major disruptions.

The next quarterly report, due in August, will provide an update on store count and same-store sales.