Case Study: Happy Family Organics achieves personalized, evolving subscription billing to scale D2C loyalty with Billforward

Happy Family Organics - Customer Case Study

Happy Family Organics is the US market leader in organic baby food (valued at $240m in 2020 with an 85% sales increase that year) and has focused on D2C as a core channel. The company needed a subscription that could “evolve” as babies grew—delivering the right product at the right price from birth through 8+ months—and turned to Billforward (which has supported them since 2015) to solve this complex, non-standard requirement.

Billforward built a bespoke "evolving subscription" using its "Contracts" module and an API-first integration with Happy Family Organics' existing CMS, eCommerce, payments, BI and fulfilment stack, allowing pre-programmed lifecycle changes without a costly rebuild. The solution delivered a scalable, automated subscription lifecycle, streamlined billing architecture, and strong partnership support—Billforward’s flexibility and service were credited by the client as critical to implementing the product they wanted.

Happy Family Organics

Russell Lincoln

Global Head of Direct to Consumer