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Social Nature operates a product sampling platform connecting consumers with natural and better-for-you products. The company facilitates a community where individuals discover new brands, receive free products, and provide authentic reviews. This core offering provides brands a targeted mechanism to reach health-conscious consumers, driving adoption and market presence.
Annalea Krebs founded Social Nature in 2010, driven by the insight that consumers increasingly seek healthier and more sustainable options. Krebs recognized a gap in how emerging brands connected with their target audience, envisioning a platform empowering individuals to try natural products directly. Her background in promoting quality goods informed this model, bridging a crucial discovery gap.
Social Nature serves brands within the natural and better-for-you product sectors, alongside a large community of health-conscious consumers. The company’s long-term vision is to accelerate beneficial product adoption through a trusted ecosystem for discovery and feedback. It aims to make healthier choices accessible for consumers while helping purpose-driven brands thrive.
Social Nature has raised $1.0M across 1 funding round.
Social Nature has raised $1.0M in total across 1 funding round.
Social Nature is a Vancouver-based technology platform specializing in shopper marketing for consumer packaged goods (CPG) brands focused on natural, healthy, and sustainable food, health, and wellness products[1][2][3][4][5]. It connects brands with a community of over 1 million high-intent shoppers, enabling digital sampling, targeted trials at retail, consumer reviews, and data insights to drive purchases and loyalty[2][3][5]. Serving CPG companies in North America, it solves the challenge of getting eco-conscious products into shoppers' baskets by matching brands to interested consumers based on profiles, preferences, and location, turning trials into measurable growth[1][3][4].
The platform offers free or discounted samples, cash back incentives, and an insights dashboard for real-time feedback, with reported revenue around $8 million and 34-38 employees as of recent data[1][2]. Growth includes at least one funding round totaling under $5 million, reflecting steady momentum in the natural products marketing space[1].
Founded in 2010 (with some sources noting 2015, likely reflecting a pivot or rebranding), Social Nature started in Vancouver, Canada, as a socially conscious marketing company targeting natural and eco-related products[1][2]. Its core idea emerged from recognizing that consumer change begins "in the shopping basket," aiming to help people #maketheswitch to better-for-you options through targeted sampling and word-of-mouth[1][2][3]. Early traction built around connecting businesses with LOHAS (Lifestyles of Health and Sustainability) consumers via digital platforms, evolving into a full omni-channel shopper marketing solution with a 1M+ community and retail-focused campaigns[2][3].
Key figures include Rei Colina as Vice President of Engineering, underscoring a tech-driven approach amid its growth to 38 employees and $8M revenue by 2024[2]. Pivotal moments include expanding to insights dashboards and retailer integrations, solidifying its role in CPG trial generation[3].
Social Nature rides the wave of rising demand for sustainable, better-for-you CPG products amid consumer shifts toward health-conscious and eco-friendly shopping post-pandemic[1][3]. Timing aligns with e-commerce growth in grocery and wellness, where digital tools bridge online intent to retail execution, capitalizing on market forces like LOHAS consumer expansion and CPG brands' need for targeted trials over broad advertising[2][3]. It influences the ecosystem by empowering natural brands with data-driven shopper marketing, fostering innovation in omni-channel strategies and helping smaller sustainable players compete at retail[3][4].
Social Nature is poised to expand its platform amid surging interest in personalized, sustainable CPG marketing, potentially scaling its shopper community and AI-enhanced matching for deeper insights[3]. Trends like retail media networks, zero-waste packaging, and hyper-local targeting will shape its path, amplifying influence as brands prioritize trial conversion in a crowded wellness market. As digital sampling evolves, it could redefine CPG growth, turning shopping baskets into engines of change just as its mission envisioned.
Social Nature has raised $1.0M in total across 1 funding round.
Social Nature's investors include Illuminate Ventures, iNovia Capital, Panache Ventures, Version One Ventures, Kevin Swan.
Social Nature has raised $1.0M across 1 funding round. Most recently, it raised $1.0M Seed in June 2016.
| Date | Round | Lead Investors | Other Investors |
|---|---|---|---|
| Jun 1, 2016 | $1.0M Seed | Illuminate Ventures, iNovia Capital, Panache Ventures, Version One Ventures, Kevin Swan |