In our world, a world of processed foods and fluorescently lit factories, of artificial colors and ingredients they can’t pronounce, how do we know if what we're buying is good for the earth, and good for us? Based on key learnings from researching our 18-24 year old target market, we know they won’t support brands that appear too corporate, or clean, or picture-perfect. So when we thought about how to reach these skeptical consumers with a corporate-feeling brand, we knew we needed to make a bit of a mess. 

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Our team realized that when it comes to food, dirt isn’t a bad thing. Both our target consumers and Ocean Spray growers know that the closer things are to the dirt, the better they are for you. They want the good kind of dirt sprinkled throughout their daily lives. And that’s why they want to do more than just eat dirty. They want to Live Dirty.