Valerie Jennings, affectionately known as the 'Hippie Chick' joined the Go To Market Show to talk about her hand made, all natural granola product and her company's Hippie Chow brand.  

Jennings is a client of the Ennovation Center in Independence, using the incubators state-of-the-art commercial kitchen faciliites.  The journey to the Center began with Hippie Chow outgrew the facility used to launch the brand. The cost of building a licensed commercial kitchen facility was a bit overwhelming.  When the Ennovation Center opened in the Fall of 2010, it was the perfect fit for Jennings' growing company.  

Hippie Chow is gaining traction in the marketplace.  You can find the products in about 25 natural and health food stores in the Kansas City area.  It is also available nationally in Dean & Deluca stores.  The Dean & Deluca relationship was a lightening in a bottle deal that went from a conversation to an order for products in about 48 hours.  Jennings quickly figured out how to ramp up production and make it happen.

As a start up with limited funds, Jennings has used social media to start building an audience.  Hippie Chow's Facebook following is growing with about 1,000 friends, with Twitter gaining traction as well.  Jennings believes social media matches the community feel she wants for her brand, and also provides a channel for interaction.  Customers can request new flavors through Facebook, for example.  Feedback led to the development of Hippie Chow's current seasonal flavor, called 'Berry Blend' - a mix that includes dried blackberries, blueberries, and raspberries.  Jennings is also working to expand the product line beyond base flavors of original, peanut butter and chocolate.  These are fairly traditional, so Jennings wants to differentiate the brand with new flavors. Chai Spice has been added to the mix. There is also a granola bar is in the works.

One of the lessons, Jennings has learned is the importance of testing products, that have been produced on a large scale to iron out quality issues.  For a small company, this can be difficult, so Jennings developed an innovative strategy to brand test products under the 'Granola Lab' label. Test varieties sold or sampled at farmers' markets to gather feedback.  

Jennings speaks highly of the experience at the Ennovation Center.  The facilities, relationship, support and focus on Hippie Chow's success has allowed the company to move forward in a positive way.

As for the future, Jennings daydreams about what facilities might look like once she outgrows the Ennovation Center. She is focused on growth the right way.  Gaining broader geographic distribution is part of the equation, but that is only possible by focusing everyday on getting better at what Hippie Chow does.  It's a passion that's embodied in the Hippie Chow slogan, "Peace. Love. Granola." A thought that might just change the world - one handful at a time.

To become part of the Hippie Chow story, visit online at hippiechowgranola.com.