The marketplace channel management agency has advised the plant-based superfood brand in the creation of policies to protect authorised resellers
Sunwarrior Lean Meal product shot
Image as seen on Sunwarrior Facebook page

Sunwarrior, the plant-based protein and superfood supplements manufacturer based in the US, has established the Minimum Advertised Price policy (UMAP) and Channel Compliance Strategy in a move to protect its brand and resellers worldwide.

Founded in 2008 by Nick Stern and Denley Folke, Sunwarrior produces a range of supplements, protein powder and bars. The brand believes plants “provide the cleanest and most powerful foods, rich in antioxidants, vitamins, minerals, enzymes, and phytonutrients”.

Sunwarrior consulted with Howell & Associates in the creation and adoption of the new policies to prevent wholesalers, retailers, agents, and distributors from advertising discounts on products.

Howell & Associates is a full-service agency proficient in online brand protection and marketplace channel management. The company is based in Idaho.

“Advertising our products at prices discounted below retail prices undermines the integrity of our brand and our reputation of quality in the minds of consumers,” said Sunwarrior chief executive Russ Crosby.

Crosby explained that the company created the UMAP policy to ensure that its channel partners benefit from the strength of the Sunwarrior brand, and customers have the highest level of product quality and customer service in accordance with the new policies.

Sunwarrior has seen revenues reach $21 million and has a loyal follower base of more than 700,000 users across Facebook, Twitter and Instagram.

The brand also has a long list of ambassadors across the wellness and fitness space, including Kristina Carrillo-Bucaram, a raw vegan health advocate and founder of cooperative Rawfully Organic, and personal trainer, dietician and fitness model Tim McComsey, owner of TRYM Fitness.

Date published: 22 June 2020

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