Good Inside and Out: Go Kaibae


Who is Kaibae?

Kaibae’s mission is to source “lost crops” whose potential for health and economic opportunity are undiscovered or under-utilized. The Baobab fruit harvest initiated by Kaibae provides new opportunities to improve access to education and healthcare for its partners in Northern Ghana. The Kaibae vision was inspired by the Baobab Tree. Its fruit has sustained African communities for centuries with its nutrient-packed, antioxident rich, superfood health benefits. GoKaibae.com

The Challenge

  • Introducing a unique business model and very unique product to consumers.
  • Create a big-picture, natural lifestyle brand that reflects the company’s mission, vision and plans for growth.
  • Develop and promote a branded consumer line and the branded ingredient line concurrently.
  • Manage and promote Q4 2014 rollout.

The Christie & Co Solution

  • Natural communications campaign: PR, events, advertising and more (trade and consumer).
  • Investor relations and growth support.
  • Targeted social media campaign.
  • Developed comprehensive Brand Journey and campaign strategy.
  • Advised comprehensive brand development: including packaging, brand, sell sheets, advertising, trade show booth, brand collateral.
  • Supply chain support.
  • Events and trade show support.
  • Innovative channel distribution.
  • Developed Ambassador Program.

Extraordinary Results

Successful launch with significantly increased recognition in trade and consumer channels.


Secured extraordinary press coverage for Kaibae as a top trending product and ingredient. www.gokaibae.com/blogs/in-the-news


Helped develop brand strategy and coordinate with design team the launch of 2 new product lines – superfood powders and skin care.


Created ‘Seven Seeds of Sustainability’ guidelines for the company.


Connected Kaibae to team members, advisors, key accounts in both retail and wholesale markets.

Kaibae Testimonial

“Working with the Christie & Co team has been so important for our company’s growth. I feel heard, I feel understood, and I feel confidence knowing I can trust them fully with our company’s growth.”

—Barbara Maes, Co-Founder, Kaibae


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