2024 was Plant People’s best year yet—our strongest performance in company history! ??
I want to take a moment to celebrate our incredible team for making it happen.
2023 was a major milestone for us—it was the year we wrapped up our 18-month COVID recovery plan, putting the financial impacts of that period behind us. With no external capital, we got back on track for growth. And in 2024, growth is exactly what we did.
2024 Highlights
- ?? Total Sales: 115% YOY growth profitably, exceeding our projections by 25%. We hit our best quarterly sales performance 9 quarters in a row.
- ?? Wholesale: 193% YOY growth (Whole Foods Market, Sprouts Farmers Market, The Vitamin Shoppe, Erewhon, Grove Collaborative, SunLife Organics, REI and our lovely boutique retailers).
- ?? DTC: 30% YOY growth, outperforming projections by 10%. We drove a 121% increase in new customer orders while reducing CAC by 7% and increasing ROAS by 6%.
- ?? Amazon: 430% YOY growth.
- ?? Shipped Volume: We’re now shipping 80,000+ units monthly—a number that still blows my mind!
- ?? Product Launches: WonderGreens KIDS, WonderBurn, WonderBeauty, and WonderBee.
- ?? Team: Maintained our team size with one full-time hire—plus plenty of fun gatherings. We might be slowly transitioning from a company to a book club. ??
- ?? Customer Experience: 39% YOY decrease in first response time, alongside a 7% increase in customer satisfaction.
Key Learnings from 2024 ??
- ?? Be proactive: Drive the train, don’t just ride it.
- ?? Cash flow is king: Even with profitability, managing cash flow wisely is everything. We're still say NO to so much —but it’s also time to take a few more strategic risks.
- ?? Persistence wins: As Visa’s founder once said: “Until someone has repeatedly said ‘no!’ and adamantly refuses another word on the subject, they are in the process of saying ‘yes’—they just don’t know it yet.”
- ?? Staying focused: While we loved our capsules and powder products, we had to say goodbye to them to double down on our clean gummy portfolio. Letting go of products isn’t easy especially when they were so effective, but avoiding the fear of the unknown and staying confident in what our customers are telling us has been our true compass.
We may be a small team, but we are mighty—and I couldn’t be prouder of what we’ve accomplished together. We’re setting our sights on an even bigger 2025, and while there’s still much to learn and improve, it truly feels like we’re just getting started.
Onward! ??