---
title: Pop Popcorn — Amazon Launch Strategy
type: article
created: '2026-04-05'
updated: '2026-04-05'
source_docs:
- raw/2026-03-16-doudlah-farms-marketing-amazon-ecommerce-inventory-call-130223685.md
tags:
- doudlah-farms
- amazon
- product-launch
- pop-popcorn
- vapg-grant
- ts-foods
- ecommerce
layer: 2
client_source: null
industry_context: null
transferable: true
---

# Pop Popcorn — Amazon Launch Strategy

## Overview

"Pop Popcorn" is Doudlah Farms' new ready-to-eat popped popcorn product line. The decision to launch on Amazon (rather than website-only) was finalized in the [[raw/2026-03-16-doudlah-farms-marketing-amazon-ecommerce-inventory-call-130223685|March 2026 marketing call]], driven primarily by the [[wiki/knowledge/amazon-strategy/vapg-grant-popcorn-margin-impact|VAPG grant]], which can only reimburse Amazon-channel fees — not website sales. A website-only launch would forfeit all grant reimbursement on marketing and production costs.

## Why Amazon

- The $250k VAPG grant reimburses 100% of Amazon fees (ads, storage, shipping, pick fees) for popcorn products
- Launching exclusively on the website provides no reimbursement pathway under the grant terms
- Amazon's existing traffic and Doudlah Farms' proven popcorn velocity (white popcorn is a top seller) reduce market risk
- Old World Popcorn's rapid sell-through on Amazon demonstrated strong demand for the category

> *"The reason we probably are forced to do Amazon is due to cash flow and reimbursement. If we just stay within our website, then we don't have any reimbursement ability."* — Lucy Doudlah

## Production: TS Foods

TS Foods will handle all popping and bagging operations.

**Bag Specifications:**
- Minimum order: 25,000 bags at $0.40/bag (~$10,000 total)
- 30,000 bags: $0.32/bag
- 45,000 bags: $0.28/bag
- 8 printing plates required at $400/plate = **$3,600 upfront plate cost**
- Plates are a one-time investment; minor design changes require replacing only affected plates

**Oil:**
- Mark prefers **Wildly Organics coconut oil** over TS Foods' default Nutiva option
- The distinction is refined vs. non-refined (blue label vs. orange label) — TS Foods has equipment constraints around this
- Final oil sourcing decision pending

**Certifications required before production:**
- Demeter certification approval
- ROC (Regenerative Organic Certified) approval
- Ingredient documentation (percentage breakdown of each ingredient for certification compliance)

## Bag Design & Approval

- Bag design features 8 colors, requiring 8 printing plates
- Design approval from **Moza** is pending — Lucy will follow up if no response received soon
- Karly's team to resend the Moza approval email to Lucy
- Once approved, estimated **15 business days** for bag production and delivery (direct to TS Foods)

## Timeline

Estimated **~1 month** from decision to launch, contingent on:

| Milestone | Owner | Status |
|---|---|---|
| Moza bag design approval | Lucy / Moza | Pending |
| Demeter & ROC certification sign-off | Mark / Lucy | Pending |
| Oil sourcing finalized (Wildly Organics) | Mark | Pending |
| Bag order placed (25k minimum) | Lucy | Pending |
| Bag delivery to TS Foods (~15 biz days) | Bag supplier | Not started |
| TS Foods production scheduling | TS Foods | Not started |
| Amazon listing creation & case pack setup | Asymmetric (Mark) | Not started |

## Launch Planning: Open Questions

Before placing the bag order, Asymmetric (Mark) is tasked with drafting a launch plan covering:

- **Sales velocity projection** — benchmarked against comparable popped popcorn products on Amazon
- **Case pack configuration** — units per case, box dimensions (novel challenge: popped popcorn is extremely light)
- **Initial send-in volume** — how many units to ship to FBA on first run, balancing shelf life (~6 months) against stockout risk
- **Production cadence** — likely quarterly batches coordinated with TS Foods' schedule

Lucy's concern: committing to 25,000+ bags before knowing sell-through velocity. The velocity research is intended to inform this decision before the order is placed.

## Distribution Channels

Primary: **Amazon FBA** (required for VAPG reimbursement)

Secondary (post-launch, once kinks resolved):
- Doudlah Farms website
- B2B site
- Local/regional retail (stores Doudlah Farms already delivers to)

Deferred: Vending machines — tabled for 1–2 months until Amazon launch is stable. Bag fit and drop mechanics need testing before committing to that channel.

## Financial Context

| Cost Item | Amount |
|---|---|
| Printing plates (8 × $400) | $3,600 |
| 25,000 bags @ $0.40 | $10,000 |
| Total upfront bag/plate cost | ~$13,600 |

VAPG grant eligibility covers Amazon fees (ads, storage, shipping) on popcorn — potentially offsetting the ongoing cost of selling through Amazon. Production and bag costs may also qualify; Asymmetric to confirm with Stewards Unlimited (Daniella & Stephen).

## Related

- [[wiki/knowledge/amazon-strategy/vapg-grant-popcorn-margin-impact|VAPG Grant — Popcorn Margin Impact]]
- [[wiki/clients/doudlah-farms/index|Doudlah Farms Client Index]]
- [[wiki/knowledge/amazon-strategy/inventory-buffer-strategy|Inventory Buffer Strategy (3→5 Month Shift)]]