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Amys Kitchen

In: Business and Management

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CASE STUDIES

Amy’s Kitchen Case Study
From start-up to leading natural and organic frozen food brand
Reference Code: CSCM0256 Publication Date: August 2009

DATAMONITOR VIEW CATALYST
Amy’s Kitchen was established by Andy and Rachel Berliner in 1987, and concentrates on the production of natural and organic meals. The company has dramatically expanded its product range in the 22 years since its founding from its one initial vegetable pot pie and in the fiscal year 2008, recorded revenues of 240million USD. The global economic crisis has been problematic for Amy’s Kitchen, as consumers seeking to make savings to their household budgets have reduced their spending on organic and natural food. However, core customers remain and many will continue to both regularly purchase the brand and be unpaid ambassadors for it, which has been part of its marketing success since its inception.

SUMMARY
• The Amy’s Kitchen company began as a business in 1987 in California and is named after Amy Berliner, the daughter of the two founders Andy and Rachel Berliner. The company has grown into the leading natural frozen food brand in the US, benefiting from the rise of the organic foods market. • The two founders had previous experience of working in the food industry with the Magic Mountain Herbal Tea Company and in the case of Rachel Berliner’s family from organic farming. This placed them in good stead for the creation of their organics company. • The company is resolutely in favor of natural and organic farming and only uses the freezing process to preserve its finished products. These are highly recommended by its core customers, as it has found in the extensive customer contact the company encourages and uses as part of its non-mainstream marketing.

Amy’s Kitchen Case Study
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