Back to Nature - Balancing Mission and Margin in CPG

As people who are passionate about purpose-driven CPG brands, we couldn’t wait to sit down with Jennifer Jorgensen, CEO of Back to Nature. 

She’s not just leading the charge at Back to Nature she’s revitalizing a legacy brand for today’s conscious consumer.  With a powerful blend of empathy, strategy, and bold decision-making, Jennifer demonstrates what it means to lead with both heart and business acumen.

In this episode, Rose Hamilton, Founder of Compass Rose Ventures, unpacks the transformation of Back to Nature as it reclaims its roots in plant-based simplicity and moves toward a cleaner, more intentional product line. 

From managing reformulation without alienating loyal customers to redefining what “better-for-you” actually means, Jennifer shares the challenges and breakthroughs of modernizing a beloved brand while staying true to its mission.

Here are a few highlights from our conversation:

* How Jennifer approached reformulating legacy products while maintaining consumer trust

 

* The strategy behind bringing purpose and profitability together in a crowded CPG landscape

 

* Lessons on leadership, team culture, and empowering people through change

 

* Why Back to Nature is leaning into its plant-based identity—and what that means for product innovation

 

* The importance of transparency, storytelling, and staying grounded in values during brand evolution

 

Join us in listening to the episode to learn how one leader is thoughtfully scaling a heritage brand with modern relevance and building a stronger future for the next generation of better-for-you foods.

For more on Back to Nature, visit: https://www.backtonaturefoods.com/

If you enjoyed this episode, please leave  The Story of a Brand Show a rating and review. 

Plus, don’t forget to follow us on Apple and Spotify. 

Your support helps us bring you more content like this!

*

Today’s Sponsors:

REViVE Amazon Marketing Partners: https://revivemp.com/

REViVE Amazon Marketing Partners helps better-for-you CPG brands win on Amazon with niche expertise, founder-led strategy, and a true partnership model. Built by a CPG founder with a successful exit, REViVE only works with brands they believe in. Curious if Amazon is right for you? Book a Free Deep Dive Strategy Session today.