Coombs Family Farms Taps the LOHAS Market

Making maple syrup is sticky business – and no one knows the business better than 7th generation maple farmer Arnold Coombs. But sticking out in the competitive commodity marketplace requires more than deep industry knowledge.

Arnold came to Ethos seeking a more meaningful brand position and message strategy – and a bigger chunk of the market. Ethos research identified an opportunity to position Coombs Organic Maple Syrup to LOHAS (Lifestyle of Health and Sustainability) consumers based on authentic shared values. The brand was renamed Coombs Family Farms, and the brand message was shifted to leverage small farm authenticity, organic maple, as well as the brand’s commitment to environmental sustainability.

Coombs Family Farms is now the # 1 organic maple brand in natural and mainstream grocery stores.