Business

These entrepreneurs just competed for shelf space at Broadway Albertsons. Here’s who won

By Kate Talerico

Updated October 19, 2018 11:30 PM

Local food startups need one marketing tool more than anything: to get into shoppers’ mouths. Albertsons hosted a pitch competition this week to give them a chance to do just that.

Entrepreneurs making products from organic fruit teas to chocolate-dipped energy bars went head-to-head to demonstrate why Albertsons should stock the shelves of its Broadway Avenue store with their products.

That’s a coveted spot for many of the startups. They typically find their customers online, at farmers markets or at small retailers. And Albertsons, the Boise grocery chain, hinted that the winner might secure an 83-store regional deal, too.

Beyond shelf space, at stake was a $10,000 cash prize and ongoing mentorship from Albertsons leaders on how to refine and scale the winning product.

While consumers tend to focus on taste, the Albertsons employees tasked with judging the event — alongside a few non-Albertsons foodies — made a point of asking how the entrepreneurs would get their products to Albertsons stores and keep them there. “What is the shelf life?” “How do you plan on scaling this?” “What is your marketing plan?”

Judy Goodman is a fish scientist-turned-chocolatier who creates energy bars hand-dipped in artisan chocolate. Provided by Judy Goodman

“They were looking for not just a product, but the story behind it” said Kathy Holland, a spokeswoman for Albertsons.

Hosted at Trailhead, the Downtown co-working space, the pitch competition was named Trailmix. It was part of Boise Startup Week, which brought together investors, company founders and techies from across several industries to network and showcase their ideas to one another.

“Albertsons sponsored and donated money to Trailhead when we first started,” said Tiam Rastegar, the new executive director of Trailhead.

Forty-two companies applied to compete in Trailmix. The finalists were chosen based on the product itself and the companies’ preparedness for the market, including ingredient lists that met Food and Drug Administration requirements and the ability to fill large-scale orders for Albertsons.

Many of the companies featured short ingredient lists and regular mentions of organic. Holland said that’s consistent with the products Albertsons sees growing in popularity at stores.

“Consumers are looking for more clean products and clean ingredients,” she said.

The winner of the competition fit that bill: Snacktivist Foods, an allergen-free baked goods company.

Joni Kindwell Moore began Snacktivist Foods with gluten-free, allergen-free baking mixes. Now, as the winner of the Trailmix pitch competition during Boise Startup Week, she’ll be selling prebaked, grab-and-go foods at the new Albertsons store on Broadway Avenue in Boise. Provided by Snacktivist Foods

Founder Joni Kindwall Moore started the company in Coeur d’Alene after she found herself making large batches of gluten-free, vegan dry mixes on the weekends for her family, which suffers from various food allergies and intolerances.

“We’re a brand that stands for what we call conscientious indulgence,” she told judges.

Beyond making baked mixes, she has also started a line of prepared treats, including cookies and brownies.

Joni Kindwall Moore, third from left, winner of the Trailmix competition at Boise Startup Week, met with Boise Mayor David Bieter, fourth from left; new Trailhead Boise Executive Director Tiam Rastegar, far left; and several members of Albertsons leadership on Friday. Provided by Joni Kindwall Moore

“We’re going to be able to put the earnings from winning to use,” Kindwall Moore said. “They’ll go right back into building the business and getting the product line launched.”