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.

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.

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.

The rest of this post is for paid members of The New Consumer.

Join for $200 / year or $20 / month.

Already a member? Sign in here.

Hi, I’m Dan Frommer and this is The New Consumer, where consumer operators, founders, and investors get the real read on what’s happening — original reporting, proprietary data, and sharp analysis you can take into your next meeting.

You’ll get my newsletter, read by leaders at Sweetgreen, David Protein, Forerunner, and L Catterton. Plus Consumer Trends, our research series cited by the Wall Street Journal, Axios, and WWD.

Join: $200 / year Join: $20 / month

Not ready to join? Start with a free account.

• Ariel Pasternak
• Atara Bernstein
• Caviar
• Chase
• Content and Commerce
• Covid-19
• Craig Mod
• E-Commerce
• Food
• Marketing
• Pineapple Collaborative