Founder Profile: A Not So Boring Snack With A Twist

A Boring Life makes high quality chef-curated natural snack foods infused with hemp extract with CBD.  The company is the brainchild of Serafina Palandech and Jennifer Johnson, who previously founded Hip Chick Farms, an organic poultry frozen food company, started in 2013. 

Hip Chick products are distributed nationally and sold in grocery stores like Whole Foods, Safeway and Target. The duo is now focused on creating convenient, healthy snacks to support a more relaxed lifestyle by combining Omega-3 rich, high-protein nuts with the calming properties of hemp extract with CBD to meet consumer demand in the cannabis marketplace.

A Boring Life’s nuts are tasty snacks that provide an easy and convenient way to get a dose of protein and hemp extract with CBD. The current product line includes: Roasted Almonds with a Hint of Lavender, Dark Chocolate & Sea Salt Almonds, and Sweet and Spicy Walnuts. Almonds and walnuts are natural, feel good foods and the naturally occurring Omega-3’s may help ease depression. 

The company’s almonds and walnuts are grown in California on a family farm, and the company sources its other ingredients from multiple vendors in the U.S. to obtain the best quality and freshness. A Boring Life’s products are gluten-free, and vegetarian, keto, and paleo diet friendly. There is also a sugar free option. Each pack of nuts provides one serving and fits easily in a purse or gym bag. All of A Boring Life’s products are lab tested to help ensure the trust, reliability, and quality of its ingredients.

We believe our products are differentiated in the marketplace as one of the few CBD edible companies that offer an all natural food product without sugar – our Roasted Almonds with Lavender. Our products are high in protein and Omega 3.s, which studies suggest aid in CBD absorption. 

Additionally, our team has previously started and scaled two natural food brands. We emphasize an authentic and trustworthy voice in a new and emerging category which resonates with our consumer.

We have deep connections and relationships with brokers, buyers and distributors which helps to drive sales. Finally, our products are made by our own Chef Jen Johnson who previously cooked for Chez Paniess, the Getty Family and even President Obama.

A Boring Life’s products are currently sold into 75 grocery stores and online. Our fans report that they love the unique taste and calming influence of CBD. We use data extensively to track our consumers habits and market research to understand her perspective. 

Meet Jessica, our core customer.  

• Well Educated
• Families, Kids <12
• More Likely Working 
• High HH Income
• Shop Across Outlets: More Natural
• Food Budget: $217/Week
• Looking for Healthy AND Delicious Food 
• Purchases Across Natural  & Organic Brands 
• Shops for wellness
• Creates strong relationship with trusted brands
• Reads ingredient statements

We have multiple channels of distribution to reach our customer: natural and conventional grocery, convenience stores, and specialty stores; online via www.aboringlife.com and Amazon.

A Boring Life has created a distribution business model to help expansion efforts. The funds raised will be used to increase distribution throughout the U.S., drive sales and marketing, build brand identity, and introduce a new line of pet products.

If A Boring Life raises the minimum amount of $25,000, it plans to use the proceeds primarily for the following:

• Campaign marketing (10%)
• General marketing (10%)
• Manufacturing (60%)
• Future wages (20%)

If A Boring Life raises the maximum amount of $107,000, it plans to use the proceeds primarily for the following:

• Campaign marketing expenses (4.7%)
• General marketing (15.9%)
• Research and development (9.4%)
• Manufacturing (37.4%)
• Future wages (14%)
• General working capital (18.7%)

Product Roadmap

The company intends to focus on the following milestones:

• Achieving 50% gross margin on all products
• Launching into 500 stores
• Building brand awareness through social media, public relations, and marketing efforts
• Introduce new product offerings for pets such as Boring Bones Gummies for Dogs

We will be introducing two pet products with CBD by October. Our Chef will continue to innovate by creating new products.  

Studies have shown that hemp and CBD can help folks feel better in multiple ways from assisting with pain management, anxiety relief and depression.  Folks are looking for a way to feel better – in fact, 30% of Americans will be diagnosed with an anxiety disorder over the course of their lives. Hemp provides a natural solution.  

Hemp and CBD is projected to be a huge market in the coming years. We want to be established as a trusted and authentic voice and brand in the space to meet this consumer demand.  I hope that the industry moves to whole plant utilization and look forward to innovating the catogory with food and pet products.

We are very concerned about the FDA issuing regulations for food and CBD. In order to stay compliant, we follow good manufacturing processes, as well as work with an FDA consultant and attorney.  We look forward to meeting and exceeding those regulations once issued.

I anticipate revenues of $25M within 5 years, with an anticipated acquisition by a larger CPG company.