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 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 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