Food Huggers runs its entire wholesale business through Overjoy, managing a 1,000+ customer base and a pipeline of 300+ active opportunities in one system, powered by automations, an active sampling program, and an outbound engine that has held a 5% reply rate for over a year.
At a Glance
- Wholesale Customers Managed: 1,000+
- Active Opportunities in Pipeline: 300+
- Sustained Reply Rate: 5% (held steady for 12+ months)
About Food Huggers
Food Huggers launched on Kickstarter in 2013 with more than 5,000 backers behind the idea from day one. The whole team is united around a simple mission: help people cut down on plastic waste at home with sustainable, reusable alternatives to single-use plastic.
The Challenge
A wholesale business built on repeat relationships needs every account followed up with, consistently, and a growing pipeline needs a steady, reliable source of new conversations to feed it. On top of the core wholesale motion, Food Huggers also runs PR and influencer outreach, another set of relationships that needed to be tracked well. As the brand grew, keeping all of that — wholesale accounts, prospective opportunities, and PR and influencer partners — organized in one place got harder to do by hand.
The Solution
Food Huggers brought its entire B2B world onto Overjoy: wholesale accounts, the opportunity pipeline, and PR and influencer partners all live in one CRM instead of being scattered across separate tools. Automations run quietly in the background across that whole base, making sure no account or conversation is missed, so the team can focus on the relationships themselves rather than the logistics of tracking them.
Behind the pipeline is an outbound engine built on quality lead sourcing and well-targeted campaigns, which has kept the reply rate at 5% for more than 12 consecutive months. Sampling adds another steady channel into that pipeline. Through Overjoy, the team has sent 138 sample orders to prospective wholesale accounts, a low-friction way to get product into new hands and keep new opportunities coming in.
Results
Today, Food Huggers manages a 3,000+ customer wholesale business and a pipeline of 300+ active opportunities entirely within Overjoy. A 5% reply rate sustained for over a year shows the outbound engine is a durable, compounding channel rather than a short-term spike, and having wholesale, pipeline, and PR/influencer relationships together in one CRM gives the team a single, complete view of every B2B partner.
Since our beginning in 2013, we have experimented with other tools that end up creating more work than they save. Overjoy is one of the few that's made our operation both simpler and more effective.
What's Next
Food Huggers plans to keep building on this foundation by growing the pipeline further, deepening the sampling program, and continuing to bring more of its PR and influencer outreach into the same Overjoy system that already runs its wholesale business, all while staying true to the sustainability mission that built the brand.