Transparency: the not-so-secret ingredient for a bold broth brand
"Transparency has exceeded even our wildest expectations. It has taken all the hard work out of protecting our brand."
Niccoló Gloazzo
Director of Ecommerce
Born from brotherly love
Like all good siblings, Justin Mares has always been there for his brother Nick. So, when Nick suffered a knee injury in his senior year of high school, Justin immediately started to think of ways he could help. As a CrossFit aficionado, Justin was well aware of the restorative benefits of bone broth, but when he shopped around to send some to his brother, his search came up short. What he did find, however, was an incredible business opportunity.
“There were companies that would only do shorter cook times, they did not use quality ingredients, or they would ship it frozen, which costs a lot of money,” explains Niccoló Gloazzo, the Director for Ecommerce for Kettle & Fire.
Soon after, the brothers founded Kettle & Fire, releasing the first-ever shelf-stable, 100% grass-fed and finished bone broth on the market, made from all-organic ingredients and a healthy dose of brotherly love.
“There were companies that would only do shorter cook times, they did not use quality ingredients, or they would ship it frozen, which costs a lot of money,” explains Niccoló Gloazzo, the Director for Ecommerce for Kettle & Fire.
Soon after, the brothers founded Kettle & Fire, releasing the first-ever shelf-stable, 100% grass-fed and finished bone broth on the market, made from all-organic ingredients and a healthy dose of brotherly love.
A business on the rise
The business began life with a direct-to-customer offering in 2014 and the timing could not have proved better.
The brothers were perfectly placed to catch the wave of increasing consumer demand for high-quality, organic and health-focused foods, as well as growing interest in new diets such as keto.
Soon, the business had built enough momentum and brand awareness to expand into traditional retail, as well as Amazon’s online marketplace.
“We started to sell on Amazon a few years ago; it is one of our best channels right now. In addition to the ample opportunities on Amazon.com, selling on Amazon also opens access to other channels such as Whole Foods and Amazon Fresh.”
The brothers were perfectly placed to catch the wave of increasing consumer demand for high-quality, organic and health-focused foods, as well as growing interest in new diets such as keto.
Soon, the business had built enough momentum and brand awareness to expand into traditional retail, as well as Amazon’s online marketplace.
“We started to sell on Amazon a few years ago; it is one of our best channels right now. In addition to the ample opportunities on Amazon.com, selling on Amazon also opens access to other channels such as Whole Foods and Amazon Fresh.”
Adding a dash of brand building
Looking back on the early days on Amazon, the Kettle & Fire team knew that to grow, they needed to make the most of their presence on the site. When they heard about Brand Registry, Amazon’s foundational brand protection programme that unlocks access to a number of brand building programmes, they quickly made the decision to enrol.
“We signed up for Brand Registry to ensure our brand is protected and represented as best as possible. It was really important to us to make sure our product was correctly positioned on our listings. It was the best decision to make.”
Besides increasing the accuracy of their listings, enrolment in Brand Registry also allowed them to be eligible for a number of premium brand-building and brand protection programmes, such as:
“We signed up for Brand Registry to ensure our brand is protected and represented as best as possible. It was really important to us to make sure our product was correctly positioned on our listings. It was the best decision to make.”
Besides increasing the accuracy of their listings, enrolment in Brand Registry also allowed them to be eligible for a number of premium brand-building and brand protection programmes, such as:
- A+ Content, which offers businesses the ability to showcase their brand story and product features on their Amazon detail page
- Amazon Stores, which helps promote brands and products with a free multi-page store on Amazon
- Sponsored Brands, which helps brands grow awareness with ads that feature a logo, a custom headline and up to three of their products
- Transparency, a product serialisation service that helps identify individual units and proactively prevent counterfeits from reaching customers
LOCATION
Austin, Texas
INDUSTRY
Food
AMAZON LAUNCH
2018
BRAND PROTECTION TOOLS
Amazon Brand Registry
Transparency
Transparency
When we started boosting our presence on Amazon, things started to pick up. Month after month, we would see great improvements in our revenue.Niccoló GloazzoDirector of Ecommerce
And a sprinkle of Transparency
Kettle & Fire’s customers are well-informed, health-conscious and potentially even reliant on the brand’s products to help manage various health issues. Unfortunately, they had some reports of customers receiving counterfeits or the wrong version of their products.
Dedicated to quality and committed to their customers, they turned to Transparency, a proactive counterfeit prevention programme. An additional benefit of Transparency is that it ensures customers only receive the exact products they ordered. This is accomplished by attaching unique, scannable codes to each of their products’ packaging. Amazon uses these codes to ensure that only correct and authentic products are shipped. By scanning the code, Kettle & Fire customers can also verify product authenticity.
This has been a huge boon for the business, saving the brand time and energy and ensuring good experiences with their customer base.
Dedicated to quality and committed to their customers, they turned to Transparency, a proactive counterfeit prevention programme. An additional benefit of Transparency is that it ensures customers only receive the exact products they ordered. This is accomplished by attaching unique, scannable codes to each of their products’ packaging. Amazon uses these codes to ensure that only correct and authentic products are shipped. By scanning the code, Kettle & Fire customers can also verify product authenticity.
This has been a huge boon for the business, saving the brand time and energy and ensuring good experiences with their customer base.
“For us, getting people the authentic and right product is extremely important because we are talking about products that actually go into someone’s body. So, it is extremely important to make sure that we can keep our word when we promise our customers great products with clean ingredients.”
Success worth savouring
This ever-improving commitment to their customers has paid real dividends for Kettle & Fire. In fact, Transparency has been instrumental in creating a genuine relationship between the Kettle & Fire and its customers.
Even better, this improvement in customer sentiment has translated into real profits and they plan on enrolling more and more products in Transparency.
Even better, this improvement in customer sentiment has translated into real profits and they plan on enrolling more and more products in Transparency.
“With Transparency we get peace of mind. We know the quality of the product that our customers receive. They can scan the product and know it is an authentic Kettle & Fire product. It empowers our customers and helps them build trust with our brand. I can easily say enrolling in Transparency has provided at least a 10-fold return on investment.”
Enrol today in Transparency
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