We’re rebranding from ‘Pure Bone Broth’ to BLUEBIRD PROVISIONS bone broth. You’ll notice the slight change in the logo of our packaging. Why? Here’s the short version of the story.
For two years, we’ve operated under the name Pure Bone Broth to sell our organic bone broths. The name immediately struck a chord with you, our customers and retailers. I routinely got compliments on its simplicity and intention. It felt awesome!
Our small food startup gained momentum in year one. But with growth in an emerging category comes challenge. If not then everyone would do it. Things are never as rosy as they seem.
How do we grow while maintaining our values around sustainability, taste and quality? This is the question I ask myself daily.
In January, we were notified by the Canadian Food Inspection Agency (CFIA) of complaint they received about us. It claimed that the name ‘Pure Bone Broth’ misleads consumers about the ingredients in our broth.
They argued that term ‘Pure’ is only accurate if our ingredients were bones and water. The complaint stated how we have an unfair advantage over competitors in the market by using this name.
The fact that they think we are misleading consumers is offensive. But the longer I am in this industry the more I learn about it's underbelly.
I’m sure you know, that we use other ingredients (outside of bones and water) to boost the taste and nutritional profile of our bone broth.
The CFIA asked us to remove ‘Pure’ from our packaging. And they made it clear that if we did not legally challenge the ruling then it must be done immediately.
The guidelines around using ‘Pure’ are subjective, however we are a small business without the time and resources to pursue litigation.
As such, we are thrilled to be moving forward under the BLUEBIRD PROVISIONS brand. Our duty to provide you with the highest quality, best tasting bone broth still remains. If anything this strengthens our conviction.
Please leave a comment with any questions you may have, or you can email me directly connor(at)purebonebroth.co
ps if you'd like to read more about our ongoing journey, let me know as well. I'm happy to write more about building this business from a small owner-do-everything bone broth startup to where we are going.