Bluebird Provisions
About the Company
Bluebird Provisions specializes in bone broth, a nutrient-rich product made by simmering animal bones. The brand emerged as one of North America’s fastest-growing bone broth companies, selling in both retail and online spaces. The business primarily targets customers aged 30-60 looking to improve joint health, skin, and digestion through natural methods. By leveraging platforms like Whole Foods, Amazon, and its own website, Bluebird Provisions has expanded its reach to a broad customer base, growing consistently since its launch.
The company's approach to business focuses on product quality and customer education. With a dedication to high nutritional standards, Bluebird Provisions has differentiated itself in a competitive market, especially in the wellness sector. Despite the challenges posed by the pandemic and market competition, the business continues to thrive with its focus on organic growth.
Idea Behind Company
Connor’s journey began with a personal health challenge. After being sidelined by a severe foot injury, doctors told him he might never run again. He tried various alternative healing methods, including herbs, spices, and natural dietary adjustments, but none were as effective as bone broth. After consuming homemade bone broth consistently, Connor experienced significant improvements and eventually returned to running ultra marathons.
Realizing the potential benefits for others, Connor decided to turn his personal health discovery into a business. At the time, bone broth wasn’t widely available in Canada, so he saw an opportunity to enter a growing market with little competition. His background in tech startups helped him understand market dynamics, leading him to move quickly in establishing Bluebird Provisions in 2017.
Creating the Company
After recognizing the benefits of bone broth, Connor immersed himself in product development. He spent extensive time learning about the process of making the broth, meticulously tracking recipes, ingredients, and cooking techniques to create the most nutritious and flavorful product. Connor’s early focus on quality paid off as he developed a product that stood out in the market.
Initial product packaging and branding efforts faced challenges, including legal issues over labeling and a trademark dispute that required rebranding within 60 days. Despite these setbacks, Connor persisted, learning about regulatory compliance and navigating the complexities of launching a food product in Canada. The startup phase involved working out of a rented commercial kitchen with a limited budget, but Connor’s hands-on approach ensured the business survived and began gaining traction.
Launching the Business
Bluebird Provisions was launched with $20,000 of Connor’s personal savings, and the first major marketing push came from a profile in a local newspaper. This exposure resulted in $10,000 in initial sales, giving the company its first financial boost. From there, Connor worked tirelessly to build the brand, cold-calling retailers, delivering products from his car, and personally managing packaging and production.
To survive in the early days, Connor juggled multiple roles. His dedication was evident as he spent long hours both producing and distributing bone broth while simultaneously learning about eCommerce through podcasts and online communities. The food industry’s focus on relationships made it difficult for a young company to break into retail stores, but Connor’s persistence led to small wins that allowed Bluebird Provisions to slowly build its brand.
Earnings
Bluebird Provisions is now a profitable business, generating $52,900 in monthly revenue, with a 75% gross margin on its online sales. During the COVID-19 pandemic, the business faced near bankruptcy, with only $500 in the bank. However, a pivot to direct-to-consumer sales, focusing on SEO, email marketing, and referrals, helped the company recover and grow. Email marketing now accounts for 60% of revenue, and the company generates significant traffic through organic search.
Currently, Bluebird Provisions splits its revenue across Amazon, Shopify, and retail sales. The company’s focus is on sustainable growth, with Connor as the sole full-time employee and a team of part-time contractors. Bluebird Provisions aims to grow 70% year-over-year through 2024, maintaining profitability while expanding its market presence.
