INVEST
min $100
A Future Equity Agreement (SAFE) gives you the right to future shares in the company. If you invest, you're betting the company will be worth more than $10M eventually.
$1M+ Revenue
Earned over the last 12 months
At Heather's Choice, we're on a mission to provide people good food when and where they need it, whether you're racing out the front door or summiting the tallest peaks in the world.
Today, we're inviting you to join us on the journey of creating the next big food brand; a brand that stands for quality, adventure, and tenacity!
What does the future of Heather's Choice look like?
What started as a line of dehydrated meals and snacks for backcountry enthusiasts has grown into so much more! Today, we're revolutionizing the way that people eat on the move, from peaks to pavement.
Today, we are focused on three fundamentals:
Why are we opening up this investment opportunity?
Since our humble beginnings in the summer of 2014, Heather's Choice has been built by you, our community! From the very first wave of orders to the successful Kickstarter in 2015 to the people who work in the business every day, Heather's Choice has been going ten years strong thanks to people like you who believe in the power of real food nutrition. We wouldn't be here without you today, and we want you to join us for the next decade!
Why should I invest?
As a shareholder in Heather's Choice, you get to be a part of an unbelievable story, and reap the financial benefits as well!
Hi! My name is Heather and I'm the founder and CEO here at Heather's Choice. In the summer of 2014, I found myself dehydrating meals and the very first Packaroons to fuel my extended backcountry trips. What was available at my local sporting goods store resembled something akin to astronaut food or cheesy cardboard gruel...I was NOT into it! In contrast, the meals I made with a small tabletop dehydrator tasted like the home-cooked food I was accustomed to. Turns out, the friends that I gave samples to loved it just as much as I did!
One fateful afternoon, a good friend "triple dog dared" me to turn this little idea into a business. That was ten years ago, and since then, we've sold nearly $6 million worth of these delicious meals and snacks across the US. I'm just as surprised as you are! I never thought my passion for food and the wilderness would turn into a full-fledged business and brand that is on the precipice of redefining eating on the move. It's wild!
Packrafting in Denali National Park with the first version of Heather's Choice in tow!
Field testing Packaroons on a full-day expedition in Red Rocks, Nevada.
From our very humble beginnings, the Heather’s Choice adventure menu now includes three distinct product lines; just add water breakfasts, our world-famous coconut cookies called Packaroons, and just add hot water meals.
Our best-sellers include Morning Glory Oatmeal, Blueberry Almond Packaroons, and Grass-Fed Beef Shepherd’s Pie. These mouthwatering flavors are now sold in nearly 500 retail doors across the country, so I’d say we’ve hit the mark in offering elevated comfort food to the outdoor community.
Since our launch, we’ve generated over $5.7 million in lifetime sales with $1.4 million in the trailing twelve months. We’re growing 70% YOY and the truth is…there is currently more customer demand that we can keep up with.
Our products can be found in the most prominent sporting goods stores in the country, including REI, Sportsman’s Warehouse, Scheels, and hundreds of independents. We will also be launching into Bass Pro and Cabela's nationwide in the next 18 months!
Unlike other ready-to-eat food brands, Heather's Choice offers nutritionally balanced meals and snacks that leave you wanting for nothing more. Made with premium ingredients like grass-fed bison and wild-caught Alaskan sockeye salmon, our products leave you feeling healthy, satisfied, and ready for what’s next when you’re away from the comfort of your home kitchen.
Don’t take our word for it! Our customers consistently rave about our food tasting like a home-cooked meal! They love the packaging and serving size, and how these products leave them feeling ready to get out there and tackle some miles.
If you saw our Shark Tank debut, you know it was nothing short of epic! While we didn't walk away with a deal, we did leave the tank with unbelievable feedback from all five sharks. There was no question that all of them loved the food!
While we thought we were simply starting a company to feed our friends, it’s become abundantly clear that Heather’s Choice appeals to a much wider audience. In a recent survey, we asked our customers, “Where do you eat Heather’s Choice?” The answers might surprise you as much as they did us…
While the bulk of customers use our products for backpacking and hunting, we found they also use our products…
At Home
At the Office
Traveling
Airports
Hotels
Gym
Anytime, Anywhere!
What started as provisions for backpackers has proven to be a convenient, healthy option to fuel our consumer's busy, everyday adventures.
The market opportunity is HUGE! We currently play in the $9.3B dried and dehydrated food market, but we’re not stopping there. As a provisions company, Heather’s Choice is intentionally positioned to be the brand you know, trust, and reach for when you need something ready to eat. No mess, no prep, no clean up!
Our growth strategy is broken up into three distinct phases.
Do you want to know the best part about all of this? We make money on everything we sell! We have a strong 49% gross margin across our 22 SKUs and multiple sales channels. Our direct-to-consumer business is ROCKIN’ with a $92 AOV (which is 41% higher than the industry average) plus, we have a 45% repeat customer rate.
Today, our team includes our founder Heather Kelly as CEO, Brad Hurd as COO who's been with the company since 2017, and our jack-of-all-trades woman Brooke Barker-Pottle as our sales and marketing manager.
Our team of advisors has built and sold well-known brands such as Hydroflask, Nuun, and Stanley.
In short, we need to make more food! Current customer demand, whether that's direct to consumer or via our wholesale partners, we cannot make enough to keep up! Every year for the past decade, we've run out of inventory before we could satisfy our growing customer base. The people have spoken, they want better food to eat that's quick, convenient, healthy, and tastes homemade!
We're committed to growing this brand to become an undeniable force in the outdoor industry and to expand beyond our core consumer to meet the needs of the everyday adventure seeker. With your help, we get to make more good food, feed more people, build a profitable business, and curate a world-class brand experience that we can all be proud of.
We hope you join us in building a world-class brand, with world-class products, serving a global market of adventure seekers just like you!
Invest today and let's make history!
