Many founders launch CPG companies with ambitions of creating category-defining and disrupting brands, but for sisters Stephanie and Hayley Painter, the launch of organic skyr yogurt brand Painterland Sisters had one goal in mind - save the family farm.
Founded in 2020, Painterland Sisters offers a range of lactose-free, high-protein, clean label and functional yogurts, available in Plain, Blueberry Lemon, Meadow Berry, Strawberry Fields, Vanilla Bean, Savannah’s Peach and Passion Fruit.
Painterland Sisters is distributed nationwide in 5,000 stores, including Albertsons, Whole Foods and Sprouts locations, and is producing “300,000 yogurts a week,” Stephanie Painter said.
The brand is not only saving their family farm but is sourcing dairy from 25 Pennsylvania dairy farms with plans to reach 45 by the end of the year, Stephanie Painter added.
Like many CPG startups, Stephanie and Hayley Painter learned about the CPG industry by asking people who started brands before and tapping into farmers’ entrepreneurial spirit because “farmers are entrepreneurs,” Stephanie Painter emphasized.
“We are just trying to utilize the yogurt to make a difference. And really, that is how we got from point A to where we are at now,” Stephanie Painter added.
‘The trends that we hit on are by serendipity’
Painterland Sisters is tapping into a trifecta of trends - clean label, protein and functionality - but this came as a natural part of building a brand, Hayley Painter explained.
Painterland Sisters’ yogurts contain up to 21 grams of protein per 5.3 -ounce serving, compared to 20 grams of protein per 6.7-ounce serving from Chobani’s high protein Greek yogurts.
“The trends that we hit on are by serendipity. We do not go and adjust our product based on trends. It is what we believe in, what we need to see in the market, and what we would hope to have if we were shopping ourselves,” Hayley Painter said.
Most consumers (71%) are actively trying to consume more protein, according to the International Food Information Council’s Food and Health Survey. People are recommended to consume 50-175 grams of protein, according to the Mayo Clinic.
“Healthy fats actually provide more energy than carbohydrates and more sustaining energy. You also need those healthy fats to digest protein. Our product is also one of the highest in protein naturally – no protein powders added – and then we made it lactose-free because we did not want to give people another reason not to be able to enjoy real dairy," Hayley Painter elaborated.
Startup Spotlight: More advice from founders to founders
Catch-up on recent episodes of Startup Spotlight that include must-have tips and strategies for building a CPG food and beverage business:
- From self-reflection to investor ready: The tough questions to ask before fundraising - Eat Happy Kitchen founder overcame her fear of asking for money to develop a thriving sauce, spice and snack brand
- Global flavors help candy stand out in 'static' crowd - Bold, cross-cultural flavors can set apart emerging candy brands - especially when paired with thoughtful retail strategy and a focus beyond social media hype
- 'A love letter to Chicago,' Local Style Potato Chips celebrate Windy City Flavors - One potato chip startup hits the block with unique Chicago flavors - creating a sense of belonging one retailer at a time
- Local loyalty: The secret ingredient to faster profitablity and successful expansion - To become a profitable business quickly in an industry known for razor thin margins, kid-friendly flavored milk startup Jubilee's is focusing on its local fanbase first before expanding
