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 didn’t 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 couldn’t 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's one of our best channels right now. In addition to the ample opportunities on, 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 program that unlocks access to a number of brand building programs, they quickly made the decision to enrol.

“We signed up for Brand Registry to ensure that our brand is protected and represented as best as possible. It was really important to us to ensure that our product was correctly positioned on our listings. It was the best decision we made.”

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 programs, 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 customized headline and up to three of their products
  • Transparency, a product serialization service that helps identify individual units and proactively prevent counterfeits from reaching customers
Austin, Texas
Amazon Brand Registry

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 program. An additional benefit of Transparency is that it ensures that 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 for their customer base.

“For us, getting people the authentic and right product is extremely important because we’re talking about products that actually go into someone’s body. So, it's 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 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.

“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 that it’s 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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