The Pursuit
Every parent dreams of raising their children to be “strong and healthy,” a sentiment echoed from previous generations. However, defining what this entails can often be perplexing.
The National Institutes of Health articulates that “The first 1,000 days of life, spanning from conception to age two, are vital for physical, cognitive, metabolic, and immune system development.” This critical window establishes the groundwork for long-term health, where nutrition plays a pivotal role.
As such, it’s essential to focus on the nutritional choices made for infants and toddlers, not only for immediate growth and development benefits but also for fostering healthy eating habits that may last a lifetime, as highlighted in the USDA’s 2020-2025 Dietary Guidelines.
The fundamentals are clear: every child’s diet should incorporate fresh fruits, vegetables, lean proteins, and whole grains. However, sourcing these necessities in a convenient and trusted form can be challenging. This is where Once Upon A Farm steps in.
“When my first child was born, as a working mother, I was preparing all of my baby’s food myself. I found it ironic that better options existed for pets than for children!” shares Cassandra Curtis, co-founder of Once Upon A Farm. Recognizing that other parents faced similar dilemmas, she joined forces with Jennifer Garner and John Foraker to establish a novel category of baby food and children’s snacks, aimed at ensuring “kids receive the necessary nutrition in delightful recipes.” This is indeed a commendable aspiration.
Foraker viewed it as a challenge. “Fresh baby food was virtually nonexistent. In the United States, children’s food is mostly laden with sugar. It’s quite unacceptable.” Garner’s motivation revolves around aiding families by ensuring even the youngest children experience the pure flavors of fresh produce while reducing their exposure to sugar.
The Adventure
Their mission began with the intent to create food options that children would choose themselves while also delivering optimal nutrition and positively impacting the planet.
All products and snacks are organic, non-GMO, and certified—it was crucial from the start. They employ high-pressure cold-processing (HPP) techniques, which eliminate harmful bacteria while also preserving flavor, color, and nutritional value. According to Curtis, the top three essentials in their recipes are “safety, nutrition, and taste.”
Once Upon A Farm also takes an extra step. Their collaborations with family farms, both large and small, are closely monitored for transparency “right down to the soil,” ensuring consideration for sustainability and ingredient quality. “We conduct tests for everything. We adhere to European standards, ensuring our food is ‘clean’ in a way that’s rare in the U.S. It must come from uncontaminated soil, free of lead, plastic, and chemicals,” states Garner. “We want parents to have confidence in us.”
And regarding their own children? “Each of them gets to taste all of our products,” Curtis confirms. Garner adds with a chuckle, “My kids see the samples in the fridge and keep asking, ‘When can we try this?’ They even compete for it!”
Yet, as the adage advises, a great start is just part of the journey. The entire family must exemplify healthy eating habits. At every life stage, the USDA encourages families to “maintain a balanced dietary pattern,” “embrace nutrient-dense food and drink choices,” and “stay within caloric limits.”
The Mission
The objective is straightforward: “We aspire to be a supportive partner for Moms,” explains Garner. “We aim to simplify their lives and make quality nutrition accessible and affordable.”
However, their commitment extends beyond business. Driven by their passion, the team at Once Upon A Farm seeks to address the pressing needs of children and families in crisis across the nation. To this end, they have initiated programs that provide assistance and nourishment to those in need.
Building on Garner’s longstanding relationship with the non-profit Save The Children, Once Upon A Farm has collaborated with them to introduce “A Million Meals,” an initiative aimed at delivering one million meals to children in food-insecure areas throughout the United States. Additionally, under the auspices of the Special Supplemental Nutrition Program for Women, Infants, and Children (WIC), they are distributing “baby coolers” filled with their products to low-income families in five states, with plans for further expansion.
Their work means a great deal to Curtis, Garner, and Foraker. Garner states, “When we hear how appreciative mothers are, that’s all the motivation we need.” Foraker adds, “What drives me is ensuring every mother understands that their child deserves the best, no matter their circumstances.”
In Curtis’s view, “The passion is profound yet simple: to enhance the planet for future generations.”
