How Patagonia Provisions Built a Food Business Model

Episode notes

In Episode 91 of Business Models Explained, Lucas and Luna explore how Patagonia - best known for outdoor apparel - built a food business from scratch with Patagonia Provisions. Launched in 2012 with a single wild salmon product, the venture aimed to prove regenerative agriculture could scale. Lucas breaks down the unit economics: sourcing from small producers, pricing at a premium to conventional organic, and distributing through a mix of direct-to-consumer and Whole Foods. The hosts discuss why Patagonia treats food as a mission-driven loss leader, the challenge of converting hikers into repeat buyers, and what it means for a clothing company to compete with General Mills. Luna questions whether the model can ever be profitable without Yvon Chouinard's patience. A tight look at how a brand extends its ethos into a new category without diluting either.

Related episodes across the Index

Other episodes covering the same guests and topics, from across The B2B Podcast Index.

• Kids' Supplements That Actually Taste Good: The True Grace StoryNatural Products Marketer Podcast · on regenerative agriculture66 / 100
• The Role of Philanthropy with Kate Williams of 1% for the PlanetBrands for a Better World · on regenerative agriculture59 / 100
• Episode 075: Yvonne Renard, Anthesis GroupEconomics & Strategy Podcast · on regenerative agriculture52 / 100
• Scaling Impact: How Elvis & Kresse Turned Waste Into a Thriving Regenerative BrandeCommerce MasterPlan · on regenerative agriculture

• How Canva Disrupted the Design Industry With Freemium78 / 100
• How Zwift Built a Subscription Business on Virtual Cycling80 / 100
• How Glossier Built a Community-First Beauty Empire54 / 100
• How Le Creuset Turned Cookware Into a Generational Subscription60 / 100
• How Duolingo Gamified Language Learning Into a Subscription Business52 / 100