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Once Upon a Farm Goes Public in $724 Million Deal

  //food-wine.news-articles.net/content/2026/02/06 .. upon-a-farm-goes-public-in-724-million-deal.html
  Published in Food and Wine on Friday, February 6th 2026 at 13:46 GMT by Forbes
      Locales: California, Utah, Texas, UNITED STATES

Friday, February 6th, 2026 - In a landmark moment for the organic baby food industry, Jennifer Garner's Once Upon a Farm officially became a publicly traded company today, following its merger with Public Media Group (PMG). The deal, valuing Once Upon a Farm at a substantial $724 million, signals a strong vote of confidence in the brand's potential and a potential shift in how consumers access healthy, convenient food for their youngest family members.

Founded in 2018 by actress Jennifer Garner, alongside Luke Story and Howard Katz, Once Upon a Farm quickly disrupted the baby food market. Garner, a mother of three, identified a gap in the market for truly fresh, organic, and convenient options for parents. Unlike traditional jarred baby food, Once Upon a Farm utilizes a unique cold-press and pouch technology, preserving nutrients and flavor without the need for artificial preservatives. This commitment to quality and convenience resonated strongly with parents, fueling rapid growth over the past several years.

The move to go public via a Special Purpose Acquisition Company (SPAC) - PMG - has been the subject of some industry discussion. SPACs, while offering a faster route to public markets than traditional IPOs, have recently faced increased regulatory scrutiny. However, Once Upon a Farm's strong brand reputation and demonstrated financial performance seem to have allayed investor concerns. PMG, which raised $266 million in its own IPO in 2024, provides not only capital but also a public platform and expertise in navigating the complexities of the stock market.

PMG, led by CEO Andrea Newman, is known for its investment in family-focused media and consumer brands. The synergy between the two companies appears promising. PMG's existing reach and marketing capabilities can significantly amplify Once Upon a Farm's message, while Once Upon a Farm contributes a beloved brand with a loyal customer base. This isn't simply a financial transaction; it's a strategic alignment of companies with shared values and target demographics.

Beyond Baby Food: Expansion Plans and Industry Impact

The infusion of capital from the PMG merger isn't simply about maintaining the status quo. Once Upon a Farm has ambitious plans for expansion. These include:

• New Product Lines: While currently focused on organic baby food and toddler snacks, the company is reportedly exploring expanding into related categories such as organic kids' meals and potentially even adult-focused healthy snack options. This could position Once Upon a Farm as a holistic healthy food brand for families.
• Geographic Expansion: Currently, Once Upon a Farm products are available in a significant number of grocery stores across the United States. The company intends to use the funds to expand its distribution network, aiming for nationwide availability and potentially even international markets.
• Innovation in Packaging and Ingredients: Further investment in research and development will focus on sustainable packaging solutions and exploring innovative organic ingredients to enhance the nutritional value of its products.
• Direct-to-Consumer (DTC) Channel Growth: The company plans to strengthen its DTC presence, offering subscription services and personalized nutrition plans to cater to individual customer needs.

The impact of Once Upon a Farm's success extends beyond its own financial performance. It reinforces a growing consumer trend towards organic, healthy, and convenient food options. The company's emphasis on transparency and quality resonates with a generation of parents who are increasingly discerning about what they feed their children.

The Organic Baby Food Market: A Competitive Landscape

The organic baby food market is increasingly competitive, with established players like Gerber Organic and Plum Organics facing challenges from newer, innovative brands like Once Upon a Farm. However, the market is also experiencing significant growth, driven by rising disposable incomes and increased awareness of the benefits of organic food. Experts predict continued growth in the sector, fueled by demand for convenient, nutritious options that align with modern parenting lifestyles.

Analysts suggest that Once Upon a Farm's premium pricing strategy, coupled with its strong brand recognition, allows it to command a higher market share and maintain profitability. However, the company will need to continue innovating and adapting to changing consumer preferences to remain competitive in the long term.

Looking Ahead The public debut of Once Upon a Farm marks a pivotal moment for the company and the organic baby food industry. With a solid financial foundation, a strong brand identity, and ambitious growth plans, Once Upon a Farm appears well-positioned to capitalize on the increasing demand for healthy, convenient food options for families. The coming years will reveal whether this company can truly deliver on its promise to revolutionize the way we feed our children.