Textile Insight

34 • Textile Insight ~ November/December 2017 textileinsight.com OUTSIDE THE BOX Birgit Cameron describes her business as an Incubator of Ideas paving the way for others to follow. Textile execs working on sustainability initiatives often point to what's being done within the food industry. Patagonia has taken this food/fiber connection to heart with the launch of its new business, Patagonia Provisions. Like the company's organic cotton supply chain, developed to help protect the planet and improve the health of individuals, the firm's latest endeavor also focuses on organic agriculture methods and eco-conscious living with the same quality and level of responsibility Patagonia is known for. The result: consumers can have their eco-friendly apparel and enjoy ethically sourced wild salmon, too. Birgit Cameron is the senior director of Patagonia Provisions, which she created in 2012 together with Patagonia founder Yvon Chouinard and CEO Rose Marcario. Cameron has a family history in the food business and it shows; Provisions has grown steadily to now include 26 SKUs including beer. The Long Root Ale is the first beer to be made with a perennial grain called Kernza, a climate-friendly alternative to industrialized wheat. The start-up has offices in Sausalito, CA. We caught up with Cameron recently to discuss the similarity of trends intersecting the food world and the world of performance textiles, such as the need for supply chain transparency; eco-certifications and creating products that resonate with today's consumers. In textiles, bio-mimicry has garnered attention in recent years, how does Patagonia Provisions look to nature for product solutions? "The difference for us is we pick products not for the trend, but for the solutions. We take a new way of looking at an old way of doing things to put food on the table. Our Wild Salmon and Long Root Ale are good examples. For instance we bring a whole new level of criteria to catch- ing salmon to ensure that the wild salmon will be available in the future. We have elevated the existing criteria and incorporate certifications from the Marine Stewardship Council (MSC) and the Monterey Sea Watch. In terms of land use products, we find alternatives that use crops that heal, rather than hinder, the soil. Similar to how we developed Yulex in textiles." Traceability and tracking are drivers in sustainability initiatives within many textile companies, how does Provisions promote transparency? "It's about creating deep relationships with the farmer, the fisher- man and the wheat breeders. Then we work with them on adding additional practices. We are committed to Regenerative Organic Certification. We know enough science that with additional practices we can use less water to feed the planet and save the pollinators and harm less soil and create more nutritional food. It is a hopeful solution." How does Provisions promote a "lifestyle" that is better for our planet? "We want to build food that is so delicious you serve it at home. The food is not slotted as food for outdoor. Our chili provides a healthy base that you can cook in 10 minutes to serve your family. Again what we offer are solutions – food that is transportable, convenient, tastes good, nutritious and the story behind it is compelling. Like other products, consumers more educated and more want to associate with brands that match their values. This is true whether it is apparel or food." In the case of Patagonia Provisions, can you explain how doing good for the planet is also good for business? "We are growing and expanding. We offer bars, soups, oatmeal, chili, and beer with line extensions and new product slated for Spring 2018. We have distribution within Patagonia stories in the U.S. and just launched distribution in Japan and Australia. We own an e-com site and also distribute product in some grocery stores. We sell into our core but flanked by exterior outdoor and external grocery. There is starting to be a real surge in organic and what is accessible in terms of price. More farms are going organic and as distribution grows price will become more accessible. There is a movement in telling stories on how we make our food. Patagonia Provisions is focused on playing a leading role in the regenerative organic food movement." O Kurt Gray's Out of Context column will return in January. Mr. Gray was last seen near the top of Green Mountain, where he was heard to say, "I think this shortcut will go to the..." His publisher is holding his checks on the off chance he won't be found. The Food/Fiber Connection Q&A with Birgit Cameron, Patagonia Provisions

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