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How a Healthy Meal On-The-Go Raised $17k on Kickstarter

Published by Salvador Briggman. Find him on Twitter.

Greenbelly is a healthy meal on the go that provides 1/3 of your daily nutrition. It serves as a great supplementary or replacement meal for travelers, athletes, cyclists, adventurers, and executives. The team behind this product raised over $17,000 on Kickstarter from 250+ backers. We conducted an interview with Chris Gage, the creator of the project, below to learn more about Greenbelly and it’s success on Kickstarter.

green belly

greenbelly media

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Show Notes

This podcast episode is sponsored by Fulfillrite: Kickstarter and crowdfunding reward fulfillment services.

– Chris sought out a food scientist from NYC who is also a trained chef to help improve the quality of the product’s nutritional profile and to enhance the flavoring.

– There was a lot of planning that went into the Greenbelly food campaign and the strategy was to get as much energy going in the first few days to build up some buzz.

– Kickstarter made sense because it didn’t require the company to acquire debt, sacrifice ownership, or bring on investors. It was similar to launching a product online in a marketplace where there is a great opportunity to get PR and get eyeballs on the new initiative.

– The PR outreach came down to contacting bloggers and publications through cold emailing and developing relevant media lists.

– There is a growing trend in consumer awareness about the products they are purchasing and it’s important to have a fundamentally good product and not one that just looks good.

– The video and the story stood out so well because it had an element of personality and was something that other people could resonate with (also check out the Esington Glass podcast for a great personal video).

– It’s important to heavily research shipping/reward fulfillment to make sure that your backers will get the items they pledged for.

– Chris has been using Shopify thus far to manage orders and set up the online shop for GreenBelly. He also recommends the Shippo app.

– Looking back, it’s a good idea to think about the middle of the campaign ahead of time with regards to stretch goals and post-launch marketing.

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  • Karen

    Really liked the podcast Sal. I’m about to launch a Kickstarter campaign for our New Wallet product so your site, blog and forum has been really helpful! I’m really appreciate the focus on a fast 30 day ramp, which is what we’re dealing with right now!.

    • CrowdCrux

      That’s exciting! I’m sure you have been investing a lot of hours leading up to the campaign. Don’t forget that sleep is necessary haha. I think you might find this article on wallets helpful (not mine): https://www.kickstarter.com/stories/wallets

    • Christopher Cage

      Good luck with the New Wallet!

  • Megan Patiry

    I truly appreciated how this Kickstarter process was broken down – from the cold calling and writing to using Shopify as a resource after the project had finished. Very insightful!

    • CrowdCrux

      Awesome! :). All props to Chris – he was super transparent and great about giving us a look under the hood of the car!

    • Christopher Cage

      Glad you found it helpful Megan! Yea – we are super thankful that our “cold outreach” strategy worked.

  • David

    Everybody wants to be healthy and if somebody provides an easy way that will always be appreciated by the community. We can see so many “magical, fast solutions” that we learned to ignore, but when somebody does it on Kickstarter they have the chance to sow us that they really want to help.
    Very helpful article!

    • CrowdCrux

      I really don’t like those “silver bullet” diet plans or meal bars with artificial flavoring. I think a healthy diet is comprised of occasional supplements and healthy food and exercise the rest of the time! Yeah, I also like how Chris is getting in touch with the outdoor community to learn more about what they actually want.

    • Christopher Cage

      Thanks so much David. I agree 🙂

  • The ingredients look great – can’t wait to see the finished thing. Whenever I go to a health food shop I’m always disappointed by how unhealthy half the products are and it’ll be great to see a really healthy product instead!

    • CrowdCrux

      Yeah, also with protein bars – all that chocolate may taste good, but is it really the healthiest option? Always makes my stomach upset.

    • Christopher Cage

      Right on Martin. A healthy meal is definitely our goal. Thanks for checking us out.

  • macteezy

    Really interesting and very productive. Great informative article.

    • CrowdCrux

      Glad it’s helpful! Hope the podcast was also interesting 🙂