Once Upon a Farm is a U.S.-based organic children’s food company, and this weekly summary highlights a series of brand-building and governance initiatives. The company is recruiting a remote U.S. Senior Manager of Social Media to lead strategy and execution across Instagram, TikTok, YouTube, and emerging channels.
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The role targets candidates with experience in CPG, parenting, food, or lifestyle brands and strong editorial backgrounds from media or publication environments. Requirements include a visual portfolio, comfort with creative risk-taking, and the ability to manage creators and cross-functional partners, underscoring a media-first mindset.
These hiring efforts indicate Once Upon a Farm is intensifying its focus on organic and creator-driven channels for demand generation and brand equity. A more sophisticated social presence could improve customer acquisition efficiency, deepen engagement with digitally native parents, and enhance competitiveness against larger CPG players active on social platforms.
In parallel, Once Upon a Farm is establishing a Public Benefit Corporation Advisory Board made up of leaders from food systems, sustainability, public health, policy, and mission-driven business. Inaugural members bring experience from organizations including the Organic Trade Association, Clif Bar, REI Co-op, B Lab, ReFED, and U.S. government nutrition programs.
The advisory board is intended to guide the company’s mission, governance, and long-term impact as it pursues its vision for the future of food. This structure signals deeper integration of ESG considerations, with potential implications for sourcing, supply-chain sustainability, and engagement with public nutrition initiatives.
Advisors with backgrounds in WIC, SNAP, school meals, and food waste policy may help the company navigate regulatory environments and explore institutional channels. Over time, this could support revenue diversification and enhance access to mission-driven and impact-oriented capital.
Taken together, the push to strengthen digital brand strategy and formalize public-benefit governance suggests Once Upon a Farm is investing in both growth marketing and impact credibility. Overall, the week reflects a focus on scaling brand reach while solidifying the company’s positioning as a purpose-driven player in better-for-you children’s food.