# Heather's Choice Good Food When + Where You Need It - Canonical URL: https://wefunder.com/heatherschoice - Entity ID: wefunder:company:145079 - Last updated: 2026-06-17T23:55:20Z - Generated at: 2026-06-18T03:10:27Z ## Quick facts - 🦈 As Seen on Shark Tank | Season 15 Episode 10 + Update Segment Season 16 Episode 7 - $6.3M Lifetime Sales & More Demand Than We Can Keep Up With! - Nationally Distributed with Key Outdoor Retailers including REI + Sportsman's Warehouse + Scheels - Gluten-Free + Organic + Made with Sustainably Sourced Ingredients - 42% Organic DTC with 40% Repeat Customer Rate - SKU Accelerator Pitch Showcase Fan Favorite - Recently Launched on Backcountry.com and Coming to Bass Pro/Cabela's Fall 2026! - 10 Years in Business + Ready to Feed the World! ## Active fundraises - wefunder:fundraise:100242: 4(a)(6) successful (USD) ## Story 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:ProfitabilityMeeting Consumer DemandUpholding Our Quality Standards as We Scale!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!Heather's Choice is an underdog story...what started out of the back of Heather's pickup truck in 2014 has grown to become a national, premium brand in key retailers such as REI, Sportsman's Warehouse, and Scheels. It's been an epic saga, but thanks to our tenacity and persistence, we are still here and ready to grow beyond the outdoors to the natural foods arena...which is a BIG opportunity! Who would have thought this all would have been born out of a desire to feed our friends in the Alaska wilderness?Strong brands are worth a lot of money! Take a look at companies like Clif Bar, RxBar, Kevin's, and Factor. These consumer packaged goods brands command sizable exit values, and Heather's Choice is poised to be the next big name in CPG! 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 over $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.Our Product SuiteFrom 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.Brand TractionSince our launch, we’ve generated over $6.3 million in lifetime sales with $1.2 million in trailing twelve months. We’re growing 27% 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 6 months!CompetitionUnlike 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.Customer TestimonialsDon’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.What Did the Sharks Say?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!Broader Market AppealWhile 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 HomeAt the OfficeTravelingAirportsHotelsGymAnytime, Anywhere!What started as provisions for backpackers has proven to be a convenient, healthy option to fuel our consumer's busy, everyday adventures.Market OpportunityThe 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!Growth StrategyOur growth strategy is broken up into three distinct phases. First, we want to saturate the outdoor market and FINALLY satisfy the customers who have been beating down our door to carry our products nationwide. From here, we’ve positioned the brand to scale into the natural foods channel, mass grocery, and club.Then, maybe the one we're most excited about…travel! Think Hudson News, truck stops, RV parks, and anywhere people find themselves without a microwave, a stovetop, or a fridge.Financial HighlightsDo 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 14 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.Our TeamToday, our team includes our founder Heather Kelly as CEO, Brad Hurd as COO who's been with the company since 2017, and Abigail Hackett who is a tough as nails and sweet as pie wholesale manager. Our team of advisors has built and sold well-known brands such as Hydroflask, Nuun, and Stanley.What will my investment be used for?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! ## FAQ 1. **Am I reading correctly that Dan D already has all the SAFE contributions for this round by donating 75k?** - Hi Alex! Thanks for your question. Dan Didier's investment was invested offline, so the $50k in early bird bonus is still available. Once we hit $50k in funding through this campaign, the SAFE with be on a $10M valuation cap. Thanks again and please holler if any you have any additional questions. 2. **A couple of questions. 1) Many of the online outlets are out of your product (Amazon, your own web shop, etc.). What are you plans to address production forecasting and supply chain? You mention in the video that this happens every year. That speaks to broad scalability proble...** - Hi Lance! First off, I deeply apologize your question became buried in my inbox. My mistake! Let me do my best to answer your questions, I'm also happy to book a call with you if you'd like to dive further into any of the details. 1. We are making MASSIVE (literal) moves to solve our out of stock issues and to scale our operations. Our team is in the middle of making the transition from self-manufacturing to onboarding co-manufacturers in the PNW to help us scale. It's a large undertaking, bu... 3. **Hello and welcome! I'm excited to be a part of your journey as an investor. I'm eager to learn more about your vision and progress, but please keep in mind that my schedule is quite busy. If you'd like to share updates or discuss anything, please feel free to reach out to me v...** - Hey Mike! Please see my response above. Looking forward to connecting with you! 4. **Can you share your thoughts on how often you will update us on how things are progressing with your goals and business plan? Secondly, do you intend to file the annual report with the SEC? Thanks for your feedback.** - Hi Eric! First off, I apologize for the very tardy response time, clearly I'm not doing a great job managing my inbox ;) Our current investors receive quarterly updates at a minimum. If you are an investor who has an interest in being more involved with the business, there is room on our advisory board to play a bigger role. Let me know the best way for us to connect, I'd be happy to share more details. Per your question regarding the annual filing with the SEC, yes, we will be filing an annu... 5. **My son and I have been avid customers for the past year. So we put $500 into your funding round, what the heck. No big deal. But the thing is Heather, since we've become "investors" we receive too much PR/funding related communications, at the same time, we've both been waitin...** - Good morning Gina! Thanks for your feedback on the communications to current investors about the WeFunder campaign! While we would love your support in helping us spread the word about the campaign (we still have a lot of ground to cover in order to hit our fundraising target) we also understand your inbox is precious. Note taken! Thank you for the orders you placed in August! It may have not been obvious, but we currently have a 6 to 8 week lead time on all orders. It sounds wild, but it’s b... ## Team - Heather Kelly (Founder & CEO) - Brad Hurd (COO) - Abigail Hackett (Wholesale Sales Manager) ## Recent posts - Important Update on Heather's Choice (2026-01-23T17:14:24Z) - Good Food When + Where You Really Need It (2025-11-11T00:24:52Z) - Limited Edition Packaroon Flavors Now Available! (2025-09-26T22:48:36Z) - So Many Updates...So Little Time! (2025-07-01T01:42:16Z) - Introducing Dark Chocolate Packaroons! (2025-04-11T18:44:58Z) - Is this a joke? (2025-03-31T19:29:41Z) - Coming to a store near you! (2025-02-22T02:13:24Z) - Our Recipe Book is LIVE! (2025-02-15T02:52:20Z) - We're in Production! (2025-02-08T02:53:55Z) - #StatusUpdate (2025-01-17T22:45:42Z) - Reflecting on a Memorable Year ✨ (2025-01-07T01:26:31Z) - We're Back on Shark Tank! (2024-12-04T07:00:11Z) - We're Moving! (2024-11-12T00:30:51Z) - We Crossed $1M YTD! (2024-09-18T21:09:44Z) - Welcome to Our New Investors! (2024-08-30T20:24:32Z) ## Q&A - Q: A couple of questions. 1) Many of the online outlets are out of your product (Amazon, your own web shop, etc.). What are you plans to address production forecasting and supply chain? You mention in the video that this happens every year. That speaks to broad scalability problems. 2) Can you speak to your strategy to address the underlying financials? If I read your reports correctly, YOY revenues are declining ('22-'23), losses are increasing and increasing debt load/serviceability issues (deferrals until Jan. 2025). Yet 70% YOY topline growth since last year's financials. What is your strategy to course correct? 3) What's Quinn's favorite? 4) Are you using any kind of entrepreneurship coaching or mentorship programs to help transform the business? 5) For investors, what is the exit strategy? 6) When is your intention to close the round/target date? You've got a cool story. I went to REI today and was going to pick up some of your product to give it a taste test, but they didn't have any. - A: Hi Lance! First off, I deeply apologize your question became buried in my inbox. My mistake! Let me do my best to answer your questions, I'm also happy to book a call with you if you'd like to dive further into any of the details. 1. We are making MASSIVE (literal) moves to solve our out of stock issues and to scale our operations. Our team is in the middle of making the transition from self-manufacturing to onboarding co-manufacturers in the PNW to help us scale. It's a large undertaking, but a critical one to allow us to scale and meet current consumer demand as you mentioned. 2. There's no question that 2023 was a horrific year for me and the business financially. While I had a clear plan to grow topline revenue, the fact that I kept working to execute that plan in the absence of cash was a HUGE mistake. 2023 will forever be the year that I learned 1,000,000 hard earned lessons, specifically that you cannot grow in the absence of cash. Our 2024 financials will show significant year over year revenue growth paired with a substantial decrease in our net losses. By trimming our operating budget significantly with this change in business model, we are continuing to strive for profitability in the coming year. 3. This is my favorite question ;) Quinn's favorite is definitely the Grass-Fed Beef Spaghetti with Marinara Sauce. It's my mom's recipe! 4. We participated in the SKU Accelerator Program this spring, which dramatically influenced our decision to outsource manufacturing and fulfillment so we can focus on product development, marketing, sales and brand building. We have an incredible advisory board that has seen us through thick and thin, and will continue to support us as we iron out the kinks in our supply chain. 5. For investors, the exit strategy is hinged on our success to build a brand that reaches beyond the outdoor arena. While I'm confident we can build a robust and profitable business focusing on our core outdoor consumers, the real scalability metrics that would attract a strategic buyer will come from our ability to grow into being an everyday item for people's pantries. This is definitely on the horizon for us, but there's still a lot of foundational work to be done to rebuild our supply chain, satisfy current customer demand, and have the capital resources to market our brand beyond the outdoor arena. 6. Thanks for looking for us at REI! We are expanding into 80+ doors with our meals this spring, so hopefully we will be in all doors by spring 2026! Our current plan is to close the round in February, but we have the option to extend to April 2025 if needed. Thank you so so much for your support and interest. Please let me know if you'd like to hop on a Zoom meeting or phone call in the coming weeks to chat more. - Q: Hi! Big fan of the product and just coming across this page now for the first time. Is this raise still live? Has the strategy / use of proceeds changed at all given that only $350K has been raised of the $1.44MM target? Congrats on building a great business around a fantastic product with a great cause! - A: Hi David! Thanks so much for your question and for the words of encouragement! Yes, our campaign is still live. We've extended our raise to April 2026, we still have a lot of ground to cover to reach our fundraising target. At this time, the strategy remains that same. Over the last year, we successfully moved our operations from Alaska to Southern Oregon (that as a lift!) and are now in production with a co-manufacturing partner. Today, all funds raised are going directly to fund inventory, as we are still not meeting our current customer demand. As we scale up and build inventory, there's no shortage of new sales opportunities for us to pursue! Most importantly, we've been able to maintain (or even improve) our product quality since our move to a co-manufacturing model. That's a huge win! Folks are loving the new Packaroon formulation and still can't get enough Grass-Fed Bison Chili ;) Thanks again for your time, please reach out if you have any additional questions or want to connect over Zoom! - Q: Hi Heather & Team, I was awake at 5am so decided to scroll through Wefunder and discovered the business! A couple of questions!: 1) Have you considered the Military market where convenience, storage and nourishment are vital? 2) Have you considered also supplying environmentally friendly eating utensils? 3) Sodium - I noticed that a lot of the main meals have c50% of the '% Daily Value' for Sodium. It sounds quite high to me but understand the need for Sodium to hydrate properly for activity. Perhaps consider using Microsalt in your products - they have formulated a way of making Sodium crystals smaller there less is required given the larger surface area taste buds are exposed to. Website: https://microsaltinc.com/ 4) Would you be open to a Wefunder webinar for potential investors so we can 'hear' the story? Nice to see your logo and link here: https://sku.is/alumni/ Best wishes. - A: Hi Dion! So glad you found us! 1. We have definitely talked about government contracting and working with special forces...what an awesome opportunity that would be! Once we have the production capacity, which we're building every day, we'll be all over that! 2. We have only talked about Heather's Choice long handled sporks, but I like where your head is at! I could get excited about some reusable eating utensils to include in customer orders! This would be a great perk for a subscription service! 3. As someone who pays a premium for LMNT salt sticks to get more electrolytes every day, I personally don't pay a lot of attention to the recommended daily allowance for sodium. We season our recipes with salt to taste, we don't overly salt anything as a means of preservation. I think this deserves a bigger conversation for sure, as a nutrition forward brand. Here's a great article on sodium for reference from my nutrition guru: https://science.drinklmnt.com/electrolytes/the-whos-misguidance-on-sodium/ 4. YES! I am long overdue for a Wefunder webinar and live coffee chat! I will get something on the calendar for May and make sure to spread the message far and wide. Are you subscribed to our email list yet? You can find the link on our website to be in the know :) Thank you so much for your time and interest, I hope you choose to join us on the adventure! Heather - Q: Hello and welcome! I'm excited to be a part of your journey as an investor. I'm eager to learn more about your vision and progress, but please keep in mind that my schedule is quite busy. If you'd like to share updates or discuss anything, please feel free to reach out to me via email at [mikecaro336@gmail.com]. I'll do my best to respond promptly. Looking forward to hearing from you and watching your success unfold! - A: Hi Mike! Thanks so much for reaching out, I'll be sure to send you an email so we can find a time to connect. Thanks again for your support! - Q: My son and I have been avid customers for the past year. So we put $500 into your funding round, what the heck. No big deal. But the thing is Heather, since we've become "investors" we receive too much PR/funding related communications, at the same time, we've both been waiting for our Food shipments for over a month? Best of Luck - we love your product...just hope we get some soon. - A: Good morning Gina! Thanks for your feedback on the communications to current investors about the WeFunder campaign! While we would love your support in helping us spread the word about the campaign (we still have a lot of ground to cover in order to hit our fundraising target) we also understand your inbox is precious. Note taken! Thank you for the orders you placed in August! It may have not been obvious, but we currently have a 6 to 8 week lead time on all orders. It sounds wild, but it’s been this way since June when our most recent Shark Tank reair took place. We have a steady backlog of orders we’re working through, and we will absolutely ship your order as soon as possibly can. Our production team is working seven days a week to get inventory back on our shelves. If you have any questions about when exactly your order will ship, you can simply email us at wecare@heatherschoice.com and Abby will get you taken care of! Thank you again for your support! Wish us luck with hitting our fundraising goal and catching up on demand! 💫 - Q: Can you share your thoughts on how often you will update us on how things are progressing with your goals and business plan? Secondly, do you intend to file the annual report with the SEC? Thanks for your feedback. - A: Hi Eric! First off, I apologize for the very tardy response time, clearly I'm not doing a great job managing my inbox ;) Our current investors receive quarterly updates at a minimum. If you are an investor who has an interest in being more involved with the business, there is room on our advisory board to play a bigger role. Let me know the best way for us to connect, I'd be happy to share more details. Per your question regarding the annual filing with the SEC, yes, we will be filing an annual report as this is required for any company with a successful crowdfunding raise. Thank you again for your support and interest! - Q: Hello and welcome! I'm excited to be a part of your journey as an investor. I'm eager to learn more about your vision and progress, but please keep in mind that my schedule is quite busy. If you'd like to share updates or discuss anything, please feel free to reach out to me via email at [mikecaro336@gmail.com]. I'll do my best to respond promptly. Looking forward to hearing from you and watching your success unfold! - A: Hey Mike! Please see my response above. Looking forward to connecting with you! - Q: Am I reading correctly that Dan D already has all the SAFE contributions for this round by donating 75k? - A: Hi Alex! Thanks for your question. Dan Didier's investment was invested offline, so the $50k in early bird bonus is still available. Once we hit $50k in funding through this campaign, the SAFE with be on a $10M valuation cap. Thanks again and please holler if any you have any additional questions.