You’ve seen the pouches. If you have a toddler, you probably have a dozen of them currently migrating to the back of your refrigerator. Most people look at those bright green caps and think "Jennifer Garner’s baby food company." And honestly? That’s exactly what the marketing wants you to think. But the real story of how Cassandra Curtis and Once Upon a Farm actually started has nothing to do with Hollywood.
It started with a blender and a lot of frustration in a San Diego kitchen.
It’s easy to credit a massive brand's success to celebrity star power. We see a famous face, we buy the product. Simple. But Garner didn't show up until years after the heavy lifting was done. Cassandra Curtis was the one driving a refrigerated van around Southern California, literally hand-delivering pouches to parents because the "fresh" baby food she wanted for her own daughter simply didn't exist on grocery shelves.
The Kitchen Table Origins of Once Upon a Farm
Cassandra Curtis wasn't looking to disrupt a multi-billion dollar industry in 2013. She was just a mom who was tired. As a holistic nutritionist with a background in psychology, she knew that the shelf-stable jars of mush sitting in the baby aisle were... well, they were dead. They'd been heated at such high temperatures to kill bacteria that most of the actual nutrition and flavor had been cooked right out of them.
She started making her own.
The first recipe? Green Kale and Apple. Funny enough, that same recipe is still a bestseller today. She was using High-Pressure Processing (HPP)—a cold-pressure technology used for high-end juices—to keep the food fresh without boiling it into oblivion.
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From Farmers Markets to the Big Leagues
By 2015, Curtis teamed up with Ari Raz. They weren't a corporate powerhouse yet; they were just two entrepreneurs trying to figure out how to scale a product that had to stay cold. That’s a logistical nightmare. You can't just throw these on a dry shelf and hope for the best.
The timeline looks something like this:
- 2013: Cassandra starts blending in her kitchen.
- 2015: Partners with Ari Raz to officially form Once Upon a Farm.
- 2017: The "Big Bang" moment. John Foraker (the guy who scaled Annie’s Homegrown) and Jennifer Garner join as co-founders.
The Garner Factor: Beyond the Face
When Jennifer Garner joined Cassandra Curtis at Once Upon a Farm, it changed the trajectory, but it didn't change the DNA. Garner wasn't just a "paid spokesperson." She’s the Chief Brand Officer. She brought in her family’s century-old farm in Oklahoma to source ingredients.
But if Cassandra hadn't perfected the HPP process and built the initial demand, there would have been no brand for Garner to join.
What the Numbers Say in 2026
If you’re looking at the business side, things are getting intense. As of late 2025 and moving into 2026, the company has been eyeing an IPO. They’ve reported revenues hitting over $150 million, though like many high-growth companies, they’ve also seen significant losses as they push into new categories like refrigerated oat bars and frozen meals.
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It’s a risky game.
They are currently in over 22,000 stores. Think about that. From a San Diego van to 22,000 retailers. That kind of growth is why Cassandra Curtis is still a major figure in the CPG (Consumer Packaged Goods) world. She currently serves as the Chief Innovation Officer. Basically, if there’s a new flavor or a new snack line coming out, it probably came from her "farm kitchen" mindset.
Why This Mattered for WIC
One of the coolest things this team did—and this was a huge push from both Curtis and Garner—was getting Once Upon a Farm approved for WIC (Women, Infants, and Children).
This was a big deal.
Usually, "premium" organic brands are only for people who can afford a $3 pouch. By 2018, they became the first refrigerated baby food available through WIC. It proved that fresh nutrition shouldn't be a luxury. It was a massive win for food justice, and it’s something Cassandra has been vocal about since the early days of selling at farmers markets.
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The "Clean Label" Obsession
Cassandra Curtis didn't just want organic; she wanted "clean." There’s a difference. Most parents don't realize that heavy metals in baby food are a recurring scandal. Once Upon a Farm was the first baby brand to receive the Clean Label Project Purity Award.
They test for:
- Heavy metals (Lead, Arsenic, etc.)
- Pesticides
- Plasticizers
They aren't just checking a box. They are literally setting the standard that the FDA has been slow to enforce.
Actionable Takeaways for Parents and Founders
If you’re looking at the success of Cassandra Curtis and Once Upon a Farm, there are a few real-world lessons you can actually use.
- Solve your own problem first. Cassandra didn't start with a business plan; she started with a blender and a hungry baby. If you can't find it, build it.
- Don't fear the "cold chain." Logistics are scary. Most people avoid refrigerated products because shipping is expensive. By leaning into it, they owned a category that others were too afraid to touch.
- Partnerships require shared values. Garner didn't join for a paycheck. She joined because she was already a "super-consumer" of the product.
- Check the labels. If you’re a parent, look for the "First 1,000 Day Promise" or Clean Label Project certifications. It’s more than just a marketing buzzword; it’s about what’s actually in the soil.
Cassandra Curtis is still at the heart of the company today. While the headlines might focus on the IPO or the celebrity sightings at Expo West, the actual product—the stuff your kid is currently squeezing onto their shirt—is still rooted in that original 2013 mission of fresh, cold-pressed nutrition.
Next Steps for You:
Check your local grocery store's refrigerated dairy or produce section (not the baby aisle!) to find the latest "O'Farm" snacks. If you are interested in the business side, keep an eye on their 2026 financial filings as they move closer to a public listing.