For Daniel Sullivan, the evolution of his brand from Tumeric: Elixir of Life to Temple Turmeric, represents a deeper connection to its established positioning, that of “an awareness of the body as a temple.” Unveiled at the 2015 Natural Products Expo West, the rebrand was several months in the making, and in this video filmed within the company’s booth at the show, Sullivan sits down with BevNET CEO John Craven to offer more about the underlying principles behind the move.
While there had been some discussion about maintaining turmeric in the new name, Sullivan noted the pragmatic importance of maintaining the ingredient in the branding as a way “own the segment even further,” particularly as it relates to the Internet-based queries about the ingredient. Just as important, however, is the company access to a proprietary varietal of Hawaiian organic turmeric, which it recently trademarked with the name “Oana.” For Temple Turmeric, it’s a critical point of difference from other brands that use and promote turmeric in their products.
“The special thing about this variety is that it’s so rich in curcumin, which is the active phytochemical in turmeric,” he said. “And if you look at the world’s predominant supply chain of turmeric, it’s mostly coming out of Southeast Asia. It’s a yellow Indira varietal. Our Hawaiian Oana varietal has four times the curcumin, 20 times the beta carotene and then multiple times all the other vitamins and minerals. And on the palatability side, it’s really delicious.”
Sullivan noted that “we’ve been with same farmers since day one,” and that his company has gone from sourcing 300 pounds of turmeric at its launch to 100,000 pounds annually.
Watch this video in full to hear much more from Sullivan, including how Temple Turmeric plans to incorporate more about the story of its turmeric variety in marketing initiatives as well as its work and relationship with Boulder Brands Investment Group, which took an equity position in the company last year.