Case Study: Food Huggers achieves Kickstarter-to-ecommerce success with Shopify

Food Huggers - Customer Case Study

Food Huggers, founded by Michelle Ivankovic and Adrienne McNicholas, makes reusable silicone covers that "hug" produce to reduce food waste. After a wildly successful Kickstarter—5,400 backers and $183,497 raised in 30 days—the key challenge was turning crowdfunding momentum into a sustainable e‑commerce business and preparing for their first holiday retail season while scaling traffic, fulfillment, and store functionality.

They launched a Shopify store in December 2013 and used an app-driven stack and partnerships to scale quickly: Yotpo collected 200+ reviews in 90 days, a Facebook shop reached 7,400 fans, media/blog coverage drove traffic, and a freelance developer handled Liquid tweaks. The result was a smooth transition from Kickstarter to retail, strong sales growth fueled by enthusiastic customers and press, and an efficient back end that supports ongoing expansion.

Food Huggers

Adrienne McNicholas

Food Huggers