Justin’s has long been a trailblazer in the natural food industry, known for its commitment to high-quality, responsibly sourced ingredients and innovative nut butter products. As a company that is always on the lookout for new ways to indulge it’s customers while making a positive impact on the world, Justin’s has embraced sustainability, mindful sourcing, and strategic partnerships to build a brand that stands out.

In this interview, Penny Andino, VP of Marketing at Justin’s, shares insights on the company’s product innovation process, marketing strategies, and the role of OU Kosher certification in expanding its reach. Read on to learn how Justin’s pushes the boundaries of food innovation while staying true to its mission.

Product Development

OU Kosher: What is your process for developing new flavors or product variations?

Penny Andino: Our team is continuously imagining new possibilities, and we consistently deliver new, real food products that contribute to the world in a positive and meaningful way. We start by thinking about what products our consumers want and need in their lives and how our brand can authentically serve an open need.

We’re nuts about taking a simple joy and imagining a new possibility—whether that be offering the first USDA-certified organic chocolate candy piece, the first nut butter single-serve squeeze pack, the first certified organic peanut butter cups in nostalgic 2-cup packs, or finding ways to make less of an impact on the earth by using less plastic in our jars. We’re continuously looking to innovate uncommonly just-right foods.

At Justin’s, we are consumer-obsessed. We focus on developing products with sustainably sourced, clean ingredients and improved nutritional profiles that are delicious so that every bite tastes as good as it feels. We actively listen to consumers and launch products that both fit our brand standards and consumer desires.

OU Kosher: Are there any upcoming products or trends you’re thinking about?

Penny Andino: At Justin’s, we’ve never been the sit-back kind of company. We’re always imagining, doing, and exploring. We take this approach into every aspect of our business—from sourcing to packaging to product innovations (new flavors, new formats, etc.)—in categories where we already play and new ones to come, or those we can form partnerships with like-minded brands. Stay tuned for some exciting innovation from the brand this year, too.

Kosher Certification

OU Kosher: Why did you decide to pursue kosher certification for your products?

Penny Andino: At Justin’s, we are committed to sourcing the highest quality ingredients, and we believe that our consumers should be able to make informed choices about the foods they eat. That is why all of our products are certified kosher by OU Kosher.

OU Kosher: Has kosher certification helped with retailers, new markets, or customer audiences?

Penny Andino: Kosher, like all of our certifications, plays an important role in ensuring we are meeting consumer demands and delivering products that are mindfully sourced and that meet the everyday needs of our consumers.

Marketing and Brand Growth

OU Kosher: What strategies for building consumer awareness have worked best?

Penny Andino: At Justin’s, we tap into a variety of consumer awareness-building strategies, from traditional PR to influencer engagement to social media, shopper marketing, and more. What we have found works best across the board is tapping into authentic partnerships and relationships, of course by creating great-tasting products people want to share and talk about.

OU Kosher: What role does social media and influencer marketing play in your growth strategy?

Penny Andino: Social media and influencer marketing support showcasing different usage occasions and work to build brand awareness in general. We’ve seen lots of success in tapping into other like-minded audiences through influencer and brand partnerships when we’re launching a new product or are looking to heighten awareness of our current line during key drive times such as back-to-school.

OU Kosher: Do you do co-branding or partnerships with other companies? If so, can you share some examples?

Penny Andino: We love partnering with like-minded brands on both always-on activities, like a co-op giveaway, all the way up to having them part of our larger campaigns for the year.

For example, last year, to support the launch of our newest innovation—Chocolate Candy Pieces—we partnered with Fjallraven, Klean Kanteen, and Turtle Fur to support the outdoor play theme we were tapping into as part of this campaign. This collaboration resulted in our largest-ever giveaway, both prize-package and engagement-wise.

Our most recent co-branded partnership was with OU Kosher certified Orgain, as we launched a line of plant-based protein powders, including Peanut Butter, Vanilla Almond Butter, and Dark Chocolate Peanut Butter—bringing nutty fans a new way to enjoy the flavors they love in partnership with a like-minded brand.

Sustainability and Social Responsibility

OU Kosher: Can you talk about some of your sustainability initiatives?

Penny Andino: Justin’s is committed to corporate social responsibility, focusing on pollinator conservation, hunger relief, and sustainable packaging and ingredients, all with the aim of making the world a more resilient, well-fed place.

Justin’s collaborates with non-profit partners, industry partners, employees, and its community to protect and improve food systems that feed all of us. Because the best way to go further is together.

Partners include the National Honey Board, Project Apis m., Conscious Alliance, Growing Gardens, and more. Justin’s is a thought leader invested in making the world a better place through a long-standing commitment to sustainable, responsible sourcing. You can learn more about Justin’s corporate social responsibility efforts on the website: justins.com/our-mission.

OU Kosher: How do you source your ingredients to support sustainable farming and ethical supply chains?

Penny Andino: Justin’s continuously crafts high-quality, real food products that contribute to the world in a positive and meaningful way and is always working to drive the categories it plays in forward with innovation using mindfully sourced, recognizable ingredients.

We seek out certifications and validation of our ingredients, including OU Kosher certification, Non-GMO Project verification, Rainforest Alliance Certified cocoa, USDA organic certification, gluten-free certification, and more.

Other Brands and Future Growth

OU Kosher: Are there any plans to expand into new markets or categories in the near future?

Penny Andino: At Justin’s, we’ve never been the sit-back kind of company. We’re always imagining, doing, and exploring. We take this approach into every aspect of our business—from sourcing to packaging to product innovations (new flavors, new formats, etc.)—in categories where we already play and new ones to come.

https://www.justins.com/