Plaid Penguin partner Kara Hollinger has left the company to launch a new one, called Made Outside. Hollinger, a former partner in food and beverage consulting company Plaid Penguin with Joe Haubenhofer, found she was most interested in working with sustainable, natural, and earth-conscious brands. Her new company, called Made Outside, will focus on brands that share those priorities.

“In the last 10 years, I’ve watched the consumer landscape shift; natural products and conscious-choice restaurants are not only mainstream but trend predictions are still on the rise,” Hollinger says. “During the past three years, I’ve been immersed in the industry, studying the space and traveling the world to become both educated and inspired. Personally, I have been an early adopter of the lifestyle and leaning into a more natural way of eating, healing, living and thinking is something I’m really passionate about. That said, I couldn’t be more excited about the new direction I’m heading.”

To give back to the community herself, Hollinger plans to donate a share of the company’s revenue each year to help those struggling with food access.

Plaid Penguin quickly grew to become a force in the Charlotte (and beyond) food and beverage scene, guiding clients through branding, marketing, and strategy. Though their portfolio includes international brands such as Le Creuset, it’s easy to spot which restaurants they have worked around town with by their crisp branding and tight messaging. Suffolk Punch, Chef Alyssa’s Kitchen, and Undercurrent Coffee are among their local clients.

Hollinger started the new year working for her new company, which you can follow online here. Both Hollinger and Haubenhofer say Hollinger’s departure was amicable. —Kristen Wile

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