Executive Briefing

How Pineapple Collaborative uses big-brand sponsorships to fund indie content and commerce

When every brand is a media brand, more should consider media businesses.

Pineapple Collaborative founders Atara Bernstein and Ariel Pasternak
Atara Bernstein and Ariel Pasternak / Courtesy Pineapple Collaborative

Many modern brands aspire to operate at the intersection of commerce, content, and community — selling products and telling stories to a group of like-minded people.

But few do so as literally as Pineapple Collaborative, a New York-based startup that produces events and media — “on a mission to connect and celebrate people who love food” — and sells its own line of gourmet pantry staples, consisting so far of extra-virgin olive oil and apple cider vinegar.

Pineapple Collaborative olive oil and apple cider vinegar

So it’s fitting that Pineapple Collaborative’s founders, Ariel Pasternak and Atara Bernstein, have built a multi-faceted business, including e-commerce and wholesale product sales, revenue from events, and brand sponsorships. That last part is what caught my eye when I saw a “presented by Chase Sapphire” graphic in the middle of their email newsletter.

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Dan Frommer

Hi, I’m Dan Frommer and this is The New Consumer, a publication about how and why people spend their time and money.

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