Luvo, Inc., Vancouver, BC Canada - CEO
Company: Luvo, Inc., Vancouver, BC Canada
Entry Submitted By:ICR, Inc
Company Description:Luvo is a revolutionary frozen food company that offers great tasting, nutritionally-dense fare made from the highest-quality ingredients.
Nomination Category:Individual Awards Categories
Nomination Sub Category: Female Executive of the Year in Canada
Nomination Title: Christine Day, CEO
Describe for the judges the activities and accomplishments of the nominated executive since the beginning of July last year (up to 525 words):
In 2014, former lululemon CEO Christine Day, started her new venture as CEO of Luvo, a forward-thinking company that is disrupting the frozen food industry. Day leads Luvo in their mission to spark a change in the way we eat and think about food; offering all consumers access to chef-created, nutritionist approved frozen meals made from high-quality ingredients.
As CEO, Day took the reins on setting the strategic direction for all facets of the Company, including marketing, operations and financial performance. She assembled a world-class management team, working together to identify Luvo’s target customer and the brand’s competitive advantage. Day streamlined operations and distribution, provided her vision for the Company’s growth, and helped to double sales since joining in 2014.
Luvo conducted a targeted ethnographic study with The Hartman Group and found that while consumers are reading labels and looking for healthy foods, either affordability or their on-the-go lifestyles have meant giving up either nutrition or taste. Day’s mission was to deliver a solution for this problem; bringing fresh meals to the freezer aisle and beyond.
“I saw the opportunity to develop over 200 items in the grocery store based on a brand strategy of reaching the consumer with what they want – nutrition focused meals, that taste great, are affordable, easy to find,” said Day.
Day recruited Luvo’s chef John Mitchell (from Whole Foods) and VP of Nutrition, Samantha Cassetty (from Good Housekeeping) to design nutrition focused meals that deliver on the top things shoppers are looking for in their food.
Today, Luvo uses the freshest ingredients to create a variety of meals – all of which have less than 500 calories and 500 mg of sodium, and are responsible with added sugars. Every meal has at least one serving of fruits and vegetables, and emphasize whole grains. And, all cost less than the average price of a fast-food meal.
“We’re up to changing the way the whole game is played, making it easy for consumer to enjoy optimal nutrition every day,” said Day. “In essence what we’re doing is creating a company that the future needs, and we’re just getting started.”
Partners / Impact
Luvo is teaching guiding principles about healthy eating and working with several industry organizations like “WhyHunger” and youth groups including Derek Jeter’s “Turn 2 Foundation” to get the word out.
Luvo also works with influential brand ambassadors including Seattle Sea¬hawks Super Bowl champion quarterback Russell Wilson, Olympic-Champion swimmer Natalie Coughlin and Brand Development Officer, Derek Jeter. All of whom have a unique and defining partnership as investors in the Company, because they believe in what Luvo is working to accomplish.
“As a purpose-led company, we have the ability to inspire the consumer on a more personal level,” said Day. “We’re teaching consumers the difference between ‘clean’ vs. ‘healthy’ foods and the importance of living an active, healthy lifestyle.”
Luvo’s meals can now be found in 5,000+ store locations, on select Delta Air Lines flights, in Yankee Stadium and online at Amazon.com. The Company recently launched 15 new globally-inspired entrees, and a #GetFresh national marketing campaign. Day is once again disrupting an industry, with no signs of
Provide a brief biography of the nominated executive (up to 125 words):
Prior to joining Luvo, Day served for 6 years as CEO of lululemon, where she was responsible for creating and executing the Company’s long-term business strategies and reinforcing its position as a global leader in yoga inspired, athletic apparel. During her tenure the company grew revenue from $290 million to $1.6 Billion and became the most profitable retail apparel company in the world.
Previously, Christine spent 20 years at Starbucks, most recently as President of its Asia Pacific group. When she joined Starbucks its sales were $400,000, and they amounted to over $7 billion when she left.
Christine has a BA degree from Central Washington University and graduated from Harvard Business School's Advanced Management Program. She serves as a director for the Rick Hansen Foundation.