US: Patagonia Provisions acquires Moonshot – How many of its customers favor eco-conscious brands?

Patagonia’s food and beverage arm, Patagonia Provisions, has acquired a "climate-friendly" snack brand - Moonshot. The company launched two years ago as a snack manufacturer with a lower carbon footprint. According to Patagonia, the acquisition is an “effort to invest in businesses and products that support the company's mission to save our home planet.”

Patagonia Provisions adds that it is sourcing environmentally friendly ingredients in response to “rising consumer demands for climate-friendly foods” and its own awareness of the role the food systems play in the climate crisis. How many of its consumers prefer brands that are environmentally and socially responsible?

According to YouGov Profiles - which covers demographic, psychographic, attitudinal and behavioral consumer metrics - at 74%, Patagonia’s customers are far more likely than the general US population (41%) to agree with the statement that they “try to buy only from companies who are socially and environmentally responsible.”

Moonshot was launched with the idea of “tackling the climate crisis through the power of responsible food supply chains.” Their snack uses wheat grown with regenerative and organic practices, sourced via a micro supply chain and resulting in a lower carbon footprint - a model Patagonia Provisions looks to emulate.

Do Patagonia’s customers think environmentally friendly practices make a difference?

As per Profiles data, 37% of Patagonia’s customers think ‘sustainable’ retail and production practices make ‘a lot of difference’ to the environment and 42% of this group believes it makes ‘some difference.’ Patagonia’s customers are more likely than the general US population to have this opinion.

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Methodology: YouGov Profiles is based on continuously collected data and rolling surveys, rather than from a single limited questionnaire. Profiles data for the US is nationally and weighted by age, gender, education, region, and race. Learn more about Profiles.

Photo by Markus Spiske on Unsplash