How Patagonia Provisions is Building Out Its Product Portfolio with Its First-Ever Acquisition

This week, Patagonia’s food and beverage division announced the acquisition of cracker brand Moonshot. This acquisition is Patagonia’s first in two decades, and helps expand Patagonia Provisions’ growing CPG line – which includes tinned fish and seafood.

In an interview with Modern Retail, Paul Lightfood, Patagonia Provisions’ general manager described the acquisition as a way to further Patagonia’s efforts to work with farmers to produce food sustainably. “You could get to zero emissions when making apparel, but it’s a lot of hard work,” Lightfood said. “But food could be better than zero, because its production can be regenerative with the right farming practices.”

Patagonia’s provisions division was created in 2012, and began selling its first product, wild salmon jerky, at retailers in 2013. The overarching thesis behind Patagonia Provisions, according to Lightfood, is the idea that, “if we’re going to save our planet, food could be and should be the most important lever that we can pull toward that mission.” Today, its assortment has expanded to include over 30 SKUs, ranging from $6 seasoning blends, to $8 canned mussels, to $10 smoked venison links.