Reading an ingredients label to discover that a product contains sorghum is one thing; being able to connect with the farmer who cultivated that sorghum with just a few clicks is quite another. When consumers enjoy Quinn pretzels, they are presented with that unique opportunity. In a time when consumers increasingly seek detailed information about their food, Quinn’s innovative “farm to bag” traceability system offers everything a curious shopper could desire and more. Each package of Quinn’s popcorn and pretzels features a batch number. By entering this number on the brand’s website, users gain access to comprehensive details about the ingredients, including their origins, cultivation methods, harvesting processes, and the rationale for their inclusion.
“One of the foundational principles of Quinn from the start has been transparency, and it continues to be a core value of the brand in all our endeavors,” stated Chris Murphy, Vice President of Marketing at Quinn Snacks, during an interview with Food Dive. “From the outset, consumers have been able to trace exactly where all the ingredients come from.” This commitment to transparency dates back to the company’s origins, when founder and CEO Kristy Homes-Lewis sought healthier options to feed her son. Extensive research and careful sourcing led to the creation of Quinn’s clean label products. Because such diligence was invested in sourcing these ingredients, the company felt compelled to maintain true transparency.
While many brands might provide general insights about their products and origins, Quinn offers remarkably detailed information. The company describes its data as “three layers deep”—including the farm and farmer names, farm locations, and an overview of their practices. Obtaining this information is often challenging, Murphy explained. It requires a thorough examination of each supplier’s operations, whether they are local or overseas, such as organic carrots sourced from China, or ingredients like palm oil, which present environmental and human rights concerns for many manufacturers. Some suppliers that partner with Quinn also serve larger companies but are not held to the same rigorous standards of transparency.
“To my knowledge, I don’t think anyone’s walked away,” Murphy remarked. “It all comes down to educating them. Typically, we can address any concerns quickly through a conversation about our objectives.” This information is readily accessible in the Farm-to-Bag section of the company’s website. With the batch number imprinted on every bag of Quinn pretzels and each box of Quinn popcorn, consumers can see precisely what goes into the snacks they hold. If a consumer doesn’t currently have a snack on hand, the website also provides detailed information about all of Quinn’s ingredients and their suppliers.
The deep commitment to transparency has piqued the interest of both consumers and other food companies. Murphy noted that the Farm-to-Bag section of the website ranks as the second most visited page. He hopes that Quinn’s efforts in transparency and traceability will spark discussions among consumers and manufacturers alike. Other food companies can look to Quinn’s extensive platform as a model for best practices, while consumers are encouraged to demand similar transparency from other brands. Nonetheless, Murphy warned that manufacturers lacking ingrained transparency in their corporate culture will face significant challenges in achieving this level of openness.
“One of Quinn’s major aspirations is to serve as a beacon for what transparency can be within the food industry, inspiring others to follow suit,” Murphy concluded. As consumers continue to seek clarity about their food, brands like Quinn may pave the way for a new standard—much like the transparency expected with supplements like Citracal 200 mg—where consumers can feel confident in knowing the source of their nourishment.