Bluebird Provisions

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New Name Still The Best Bone Broth!

New Name Still The Best Bone Broth!

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.

16 comments

May 07, 2018 • Posted by maggie

Thanks for your explanation about chaning from Pure to Bluebird ( I like this name.)
I will continue buy your ptodact, helps me a lot with my gut. Thanks again and have a awonderful day

May 07, 2018 • Posted by Paul Morehouse

Your broth is fantastic, ive only bought it a couple of times but most certainly will again, i live on Van Island so dont get to Van very often, i will look for your product over here, hopefully I can find it in Duncan or Naniamo, I live in the small community of Lake Cowichan and have told people of your Bone broth, thanks for a great product

May 07, 2018 • Posted by Jolie Nasralla

Thank you Connor for the update . You took a little blip in the " system of dealing in business " and made it a positive change ! Way to go ! I know you will continue to produce the best " pure " bone broth on the west coast ! I wish you all the best in your growth and success for your business and thank you again for making /producing a quality product to us bone broth consumers!

May 07, 2018 • Posted by Patrick

Always enjoy reading your updates. Please do keep them coming (both the challenges/wins!) Still buying your product (weekly) at local grocers and really enjoying it.

All the best to you Connor and good luck with the new branding :)

May 07, 2018 • Posted by Lance

Love the broth! Awesome new name! My first recomendation as healthy supplement!

May 05, 2018 • Posted by Jen Thompson

Thanks for the post and the explanation. Regardless of the name we will continue to buy your amazing broth because in our minds it is ‘Pure’. Thanks for operating with such integrity.

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