First-Ever Newtopia Now Reinvents the Natural Products Trade Show Experience Through Connection and Community

DENVER (Sept. 5, 2024) — Newtopia Now, the inaugural health and wellness event for the consumer-packaged goods (CPG) industry, organized by New Hope Network and held at the Colorado Convention Center, received over 7,000 registered attendees, 4,000 of whom were registered buyers, creating a vibrant environment where connection and community were at the heart of the experience. With 560 exhibiting companies, including 180 companies exhibiting at a trade show for the first time, Newtopia Now successfully reimagined the traditional trade show by focusing on authentic interactions and purposeful discovery.

Newtopia Now is the immersive experience designed to foster deep connections and provide a platform for emerging brands and product innovation within the conscious products industry through four intentionally curated neighborhoods: Thrive, exploring the future of human health; Represent, celebrating diverse founders and multicultural products; Regenerate, championing sustainability and environmental impact; and Glow, featuring conscious beauty and holistic wellness.

Attendees were introduced to a range of innovative activations, including the Thrive Café, Tasting Bar, Represent Kitchen and Glow Salon, all opportunities crafted to help buyers experience products in real-life applications and encourage engagement with sponsors and exhibitors. Beacon’s product discovery platform and the Newtopia Now show mobile app further informed connections before, during and after the show with product information and buyer criteria being incorporated throughout the event. A standout feature of the show format was also The Market, a unique experience where attendees could explore products through self-discovery in a natural, grocery store-like environment. Instead of traditional price tags, QR codes linked to Beacon Discovery profiles, enabling a seamless and educational experience.

Receptions throughout the Thrive and Regenerate neighborhoods offered attendees an occasion to mingle and sample functional beverages, zero-proof mocktails and tasty bites as consumer demand grows for mindful alternatives for snacks and refreshments.

The event also hosted speed networking sessions and curated one-on-one meetings through the event’s matchmaking program, Conscious Connections, designed to pair investors and retailers with emerging brands and products, offering a rapid and effective way to build valuable relationships. Additionally, to cultivate organic connections and further deepen the sense of community, attendees participated in offsite experiences such as yoga at Red Rocks Amphitheater, neighborhood-themed dine-arounds throughout Denver and a brunch for women in CPG at Ophelia’s.

“Conscious Connections made it easier to meet with the buyers that wanted to meet with us, which made our meetings that much more intentional,” noted Jessica Harvey, sales operations manager, Dr. Bronner's.

“Newtopia Now was everything we hoped for and more. The opportunity to sample our pizza with this audience and the connections we made were invaluable. The show was a game changer for our brand,” remarked Kristin Caman, founder and chief executive officer, Etalia.

Newtopia Now’s four stages, found throughout each of the neighborhoods, hosted an impressive lineup of content focused on inspiring and educating buyers, brands and other members of the CPG ecosystem looking to differentiate their businesses. Keynote speakers included culinary icon Carla Hall, Blue Zones founder Dan Buettner and Vitamin Shoppe Chief Executive Officer Lee Wright. Additionally, the content lineup brought to the stage leaders from top retailers including Whole Foods Market, Target, Bristol Farms, Ulta Beauty, PCC and Thrive Market, sharing insights that would help brands not only get into those retail stores but also more effectively move their products off shelves.

“It has been an eye-opening experience to meet so many diverse and innovative brands that I had never seen before here at Newtopia Now. Although this is still a large conference, it felt more intimate, and I have been able to connect deeper with brands as a result,” shared Rick Burian, senior manager of supplier diversity, Ulta Beauty.

“Newtopia Now feels different, this feels like the conscious connections we are looking for with brands,” added Le’Spencer Walker, director of merchandising vendor development, Target. Casey Gaston, executive leader of local and emerging brands for Whole Foods Market, noted on LinkedIn, “The energy at the show was incredible and I hope to see this kind of format, focused on new and emerging conscious brands and trends, continue. It was approachable, with excellent programming, and offered a lot of quality time and conversations for me and my team.”

Broadcast celebrity chef and entrepreneur Carla Hall expressed, “I am looking for products to move forward in the well-being space and this is a very captive audience to come and check out some of these things as I am looking for future partners.” Veena Krishnan, co-founder and chief operating officer of Daybird, winner of the first-ever Conscious Beauty Pitch Event Presented by Giannuzzi Lewendon, exclaimed, “Newtopia Now is electric and interactive. A lot of the people who are passing through the neighborhood are going through with intention; they are the buyers we want to talk to, and they are looking for brands like us.”

“Newtopia Now has proven the demand for authenticity and purpose in the natural products industry. From curating the space so likeminded brands and attendees would organically encounter each other, to the on- and off-site mindful moments that brought us closer together, our community needs these intimate and intentional touchpoints. We are more than a place to do business, we are a platform for learning, growing, expanding and uniting, as we strive to create a positive market that supports more health for our environment and our people,” explains Danica Cullins, Executive Vice President of Health and Nutrition, Informa Markets North America.

True to New Hope Network’s ethos, Newtopia Now demonstrated its commitment to sustainability throughout the event, from replanting all trees featured on the show floor across the Denver area in partnership with The Park People Association, to donating unused samples and merchandise featured at the show via the program We Don’t Waste, allowing brands to give back to the local communities. The implementation of reusable serve ware system r.Cup provided reusable plastic cups for large networking sessions, reducing trash and single-use plastic waste.

Newtopia Now is setting a new standard for industry events by blending innovation with intention. The event underscored the importance of creating conscious connections and building an experience that left a lasting impact on attendees. Buyers, retailers, brands and attendees can look forward to an even more impactful experience with all new community experiences packed into one day. As Newtopia Now continues to evolve, the event returns to Denver next year, Aug. 20-22, 2025.

Stay informed for the chance to be part of the health and nutrition industry’s most purposeful gathering. For more information, visit newtopianow.com.

About New Hope Network
New Hope Network is a leading authority in the healthy lifestyle products industry, offering solutions for the complete supply chain from manufacturers, retailers/distributors, service providers and ingredient suppliers. Through its comprehensive portfolio of content, events, data, research and consultative services, New Hope Network is dedicated to fostering a prosperous, high-integrity CPG and retail ecosystem that promotes health, joy and justice for all people while regenerating the planet. For more information, visit newhope.com.

About Informa Markets
Informa Markets, a subsidiary of Informa plc (LON:INF), creates platforms for industries and specialist markets to trade, innovate and grow. With a global reach and diverse portfolio of verticals, including Pharmaceuticals, Food, Medical Technology and Infrastructure, Informa Markets connects buyers and sellers worldwide through face-to-face exhibitions, targeted digital services and actionable data solutions. For more information, visit informamarkets.com.

Media Contact
New Hope Network Public Relations pr@newhope.com

Newtopia Now, August Launch Event from New Hope Network, Unveils First Reveal of Neighborhood Concept

Focus on curated brand-to-buyer experience and enhanced matchmaking offers opportunities for deep relationship building, connecting brands to key retailers, press and investors.

DENVER (April 25, 2024) – Newtopia Now, an entirely reimagined event from New Hope Network, centered around conscious consumer packaged goods (CPG), is launching August 25-28, 2024, at the Colorado Convention Center in Denver. Colorado is widely recognized as the burgeoning hub for health and wellness and sets the stage for the latest leading influence in conscious CPG discovery and connection. Newtopia Now focuses on curated product discovery, insightful content and deepened connections that evolve the buying experience from transactional to relational. Its "neighborhood" concept creates a new format for exploration of products, brand activations and content, offering greater access to the emerging brands and ideas defining the future of CPG.

The dynamic event will highlight influential industry trends key to retail buying decisions, including innovations in food, nutrition, agriculture, sustainability, multicultural products, and conscious beauty. The programming will feature sessions such as Buyerside Chats — which provide an opportunity for exhibiting brands and leading retailers to discuss product innovations and trends for the year — Retail Insights Workshops, inspiring Newtopia Now Ambassador Talks and a keynote from The Blue Zones' Dan Buettner Plus. In addition, offsite events at top restaurants, Red Rocks, Meow Wolf and more, provide truly one-of-a-kind networking opportunities.

The Market at Newtopia Now is a next-generation trade show product showcase and will be merchandised as a consumer-style marketplace featuring future bestsellers and vital consumer insights where attendees can browse as if shopping in a retail store. Newtopia Now will also offer the most advanced matchmaking platform ever available at any New Hope Network event. Conscious Connections, the matchmaking experience at Newtopia Now, will ensure productive, fruitful and authentic connections through a data-driven process fueled by detailed metrics and product attributes from Beacon Discovery™, the only discovery and engagement platform for natural products brands and retailers.

“In launching Newtopia Now, we are building the exclusive platform where relationships will flourish, time is honored and the experience is designed with purpose,” shares Carlotta Mast, Senior Vice President of New Hope Network. “By leveraging rich technology in discovery platforms that is not accessible anywhere else, partnered with award-winning proprietary consumer insights driving the content, this brand-new event will offer unparalleled perspective and connection to the leaders and key voices in the industry that everyone is trying to reach to expand, grow, and create business. Newtopia Now champions conscious health and the future of CPG in a way that has never been done before, forging pathways that unite passion, purpose and progress.”

“Newtopia Now offers a unique experience for our team of buyers to become even more connected and interactive with leading brands. We are excited to go to an event that helps us maximize our productivity with our customers and allows us to get new and exciting first-to-market products for our stores,” says Darren Viscount, Senior Category Manager at Bristol Farms.

The brand-new "Neighborhood" format will host natural, organic and purpose-driven products in four unique mission-driven locations: Thrive, Represent, Regenerate and Glow.

Thrive serves as the ultimate destination for the latest in conscious CPG health and vitality in food, beverage and nutrition. From the next generation of supplements to a wide assortment of plant-based, organic and better-for-you foods, Thrive embodies the future of human health and nutrition.

Represent spotlights diversity through a vibrant array of multicultural products, founders and ideas worthy of celebration. Represent will feature vibrant multicultural offerings and CPG brands across all categories from underrepresented communities, supporting development of meaningful relationships with mission-driven brand leaders from women-, LGBTQ- and minority-owned companies.

Regenerate presents a plethora of sustainable and regenerative products and business models making a positive environmental impact, enabling exploration of the best new thinking in environmentally friendly CPG. Brands committed to regenerative agriculture, sustainability and social impact will be featured in Newtopia Now's Regenerate Neighborhood.

Glow captures the future of conscious beauty, women's health and holistic wellness, highlighting a range of companies that support the evolving generation of conscious shoppers. Brands in Glow will feature the latest cosmetics, skin care, hair care, nutricosmetics and wellness products.

Brands confirmed to participate include Trace Minerals Research, Food For Life Baking Company, Liquid I.V., Harmless Harvest, Dr. Bronner's, Lily of the Desert, Ancient Nutrition and Flax4Life among many others. Visit www.newtopianow.com to view additional exhibitors.

Registration is open for Newtopia Now, August 25-28 at the Denver Convention Center. Space is limited. For more information and to register, visit www.newtopianow.com.

About New Hope Network 
New Hope Network is at the forefront of the healthy lifestyle products industry. With solutions for the complete supply chain from manufacturers, retailers/distributors, service providers and ingredient suppliers, the network offers a robust portfolio of content, events, data, research and consultative services. Through all its actions, New Hope Network aims to cultivate a prosperous high-integrity CPG and retail ecosystem that creates health, joy and justice for all people while regenerating the planet. For more information visit www.newhope.com.

About Informa Markets 
Informa Markets creates platforms for industries and specialist markets to trade, innovate and grow. We provide marketplace participants around the globe with opportunities to engage, experience and do business through face-to-face exhibitions, targeted digital services and actionable data solutions. We connect buyers and sellers across more than a dozen global verticals, including Pharmaceuticals, Food, Medical Technology and Infrastructure. As the world's leading market-making company, we bring a diverse range of specialist markets to life, unlocking opportunities and helping them to thrive 365 days of the year. For more information, please visit www.informamarkets.com.

Media Contact
pr@newhope.com

Is 2024 the Year Regenerative Agriculture Takes Root?

This article first appeared in Presence Marketing’s January 2024 newsletter.

By Steven Hoffman

In 1942, J.I. Rodale first popularized the term organic in the U.S. with the launch of Organic Farming and Gardening Magazine. Some 45 years later, in the 1970s, J.I.’s son Robert Rodale introduced the phrase “regenerative organic.” Robert’s goal was to describe an approach to farming that combined organic practices with a more holistic approach to land management and a focus on rebuilding soil health. Yet it’s only been in the past few years that the term has gained more widespread traction.

With the release in 2023 of two full-length feature documentary films, Common Ground and Organic Rising, along with increased adoption among farmers and producers, awareness of regenerative agriculture is set to gain ground in the coming year among large-scale food manufacturers, policymakers, researchers, the general public and more. Today, advocates of regenerative agriculture say it is the best way to produce healthier food and promote local and rural economies. And, by sequestering carbon back into soils, it can also play a significant role in mitigating climate change.

“2024 indeed will be marked as the year of regenerative agriculture. Why? We are closing in on a tipping point of awareness and collective action is being realized on a huge scale. Not only is soil and regenerative agriculture finally making its way as a leading climate, water and health solution, but we are also showing up as one of the biggest economic solutions for rural economies and businesses across the world,” said Finian Makepeace, Co-founder and Chief Strategy Officer of the nonprofit organization Kiss the Ground and Producer of the films Kiss the Ground and its sequel Common Ground.

“With the recent film Common Ground, and many other feature films and shows in this space sharing the story along with the incredible build of awareness brought on by Save Soil and others, we are seeing a dramatic increase in people comprehending the soil solution. With brands and businesses, there are huge commitments around regenerative agriculture for 2030. I believe 2024 will be a year of turning on those actions and increasing the integrity of their proposed programs. Regarding regenerative agriculture, I feel that 2024 will be the year that the world’s regen leaders find common ground and agree upon a definition that will allow for many more to work and support this space functionally,” Makepeace added.

“I do think that 2024 could be the best year yet for regenerative agriculture. While there is still disagreement over the definition, there is significant consensus that it includes a keen focus on building soil health, enhancing biodiversity, humanely integrating livestock and including worker fairness. New certification and verification programs like Regenerative Organic Certified, Certified Regenified, and Soil & Climate Health provide a lot of support and tools for farmers who want to incorporate more regenerative practices,” said Elizabeth Candelario, Director of Strategic Partnerships for MAD Agriculture, an organization that works with farmers and industry to advance regenerative practices.

In addition, Candelario said, “While their motivations may vary — from mission alignment to strengthening supply chains to mandatory ESG reporting — food companies are (finally) paying attention to the agriculture that is producing their ingredients. And food was finally on the table at the recent COP28 climate summit. The conference opened with a declaration on sustainable agriculture, signed by more than 130 countries, and ended with a final agreement that acknowledges for the first time that sustainable agriculture needs to be included in climate change solutions.”

Regenerative Products Sales Take Off
Now, the marketplace is responding. According to the Regenerative Organic Alliance Impact Report 2022 – 2023, sales of Regenerative Organic Certified (ROC®) products grew an average of 22% from EOY 2022 to EOY 2023, with sales totaling nearly $40 million in 2023. Companies including Dr. Bronner’s, Patagonia, Lundberg Family Farms, Manitoba Harvest, Bonterra and others are leading the certification efforts and serving as role models for other brands.

According to the Impact Report and based on SPINS data, revenue from sales of ROC® products in natural and multi-outlet grocers increased by one-third compared to the same period in the previous year. In addition, the number of ROC® SKUs in the market increased nearly forty-fold in 2023, “indicative of continued growth potential,” the report said. “By offering Regenerative Organic Certified products, brands are responding to the consumer desire to have their purchase make a positive impact at every level: environmentally, ethically, and socially,” the report concluded.

Globally, the market size for regenerative agriculture reached US$975.2 million in 2022, and is projected to be worth US$4.3 billion by 2032, poised to grow at a CAGR of 15.97% from 2023 to 2032, according to a June 2023 report from Precedence Research. North America generated more than 37% of the revenue share in 2022, Precedence Research reported.

While regenerative agriculture practices aren’t yet familiar to most Americans (just one in five consumers surveyed by Food Insight in 2022 said they’d heard of regenerative agriculture), 73% of consumers agreed they would be more likely to trust retailers and brands that implement regenerative agriculture programs, and 72% agreed that they would be more like to purchase from them, Supermarket Perimeter reported in October 2023.

Major retailers are taking notice. In December 2023, Whole Foods Market announced that it had implemented new standards to protect pollinator health. As such, the retailer will now require all fresh produce and floral suppliers to implement supply chain practices that help protect honeybees and other native pollinators.

Speaking to executives at Progressive Grocer’s Grocery Impact conference in November 2023, Whole Foods CEO Jason Buechle said, “Whole Foods Market invites you to help us start a ripple effect of change that will fix our broken food system. The decisions we make as a business — even the smallest ones — in how food is raised and grown today can have a profound and lasting impact on nourishing people and the planet for future generations to come. One of the biggest challenges our food system is facing now and will continue [to face] in the future is the climate crisis. If we continue farming in the large-scale, mechanized way that much of the industry currently does, our topsoil is not going to have the nutrient density it needs to grow the foods we know and love today,” Buechle said.

To address this challenge, Buechle reported that the retailer is working with farmers, ranchers, suppliers, scientists and other experts, as well as leading organizations, to leverage regenerative agriculture to evolve the practices used to grow, raise and produce the products that it sells. A focus on regenerative agriculture and responsible sourcing is an essential part of the retailer’s value proposition, which remains strong despite the mainstreaming of natural foods and the effects of inflation on consumer spending, according to Buechle.

Regenerative Food and Agriculture in 2024
In October 2023, Forbes reported that water stewardship will one of the biggest food trends in 2024. “As the tides of environmental consciousness continue to shape consumer choices, it is no wonder that water stewardship is set to become one of the top food trends for 2024,” wrote Senior Contributor Daphne Ewing-Chow.

“The global agri-food industry— valued at $6 trillion— is one of the most highly exposed to water risks, with water stress impacting many of the world’s largest food-exporting countries. Paradoxically, despite mounting perils to both food and water security stemming from water depletion, pollution, and climate-induced droughts, the food and agri-business sector is a chief contributor to the problem, accounting for a substantial 70% of all freshwater withdrawals,” she continued.

According to Ewing-Chow, “Regenerative agriculture plays a pivotal role in enhancing soil health, facilitating nutrient retention, bolstering natural resilience to environmental challenges, and mitigating erosion. This contributes to the conservation of water resources and the enhancement of ecosystem water quality, reducing the volume of water required for farming activities and decreasing harmful water and nutrient runoff from agricultural lands.”

Forbes also reported that in September 2023, SAI Platform, a network comprising 170 major food companies dedicated to sustainability, unveiled a global framework outlining the transition to regenerative agriculture for food businesses. A number of mainstream food brands such as Unilever, Nestlé, McDonald’s, Danone, and General Mills have already committed their support for regenerative agriculture, Forbes reported.

Greater technical innovation and research into regenerative agriculture will continue over the coming year, the Global Ag Tech Initiative predicted in its December 2023 report, 5 AgTech Trends to Watch in 2024. “Essentially mimicking natural process and biodiversity on agricultural land, the ultimate aim of regenerative agriculture is to improve soil health in order to boost yield. To address the challenges of climate change and feed a global population of over 8 billion, regenerative agriculture is vital. Digital tools use accurate, up-to-date data to create tailored regenerative agriculture solutions. These consider soil conditions, weather conditions, microclimates, and current crop growth or land use, as well as individual budgets and local regulations. Platforms offering site specific data will likely reign supreme in 2024. A view of sustainability that extends beyond simple carbon metrics and one-size-fits-all solutions is necessary and will enable the establishment of realistic, actionable objectives for growers, promoting sustainability and formulating strategies tailored to local environments,” the report said.

Beyond Food – Regenerative Fashion Threads the Needle
On the textile and fiber front, companies including fashion leader Mango will begin incorporating regeneratively grown cotton into its 2024 fashion collections, the Fashion Network reported in December 2023. The company has partnered with Materra, a British-Indian company specializing in regenerative cotton cultivation, and said it will be able to ensure complete traceability across the value chain of its cotton, from seed to final garment.

“As a global fashion company, our intent is clear: to contribute to creating a fairer society and reduce the fashion industry’s impact on the environment. This is why we ally ourselves with key partners like Materra, which will help us accelerate our path to ensuring that 100% of the fibers we use are sustainable by 2030,” said Andrés Fernández, Mango’s director of sustainability and sourcing.

Other fashion brands driving regenerative agriculture initiatives include J.Crew, Prana, Terra Thread and other textile and fiber companies that are members of the Regenerative Organic Alliance. “Big fashion brands and independent labels are embracing regenerative agriculture as a win-win solution that could allow them to source climate-positive materials. The challenge is that the concept doesn’t have a singular definition, and without clear standards it risks becoming a tool for greenwashing,” Business of Fashion reported in August 2023.

California Could Define Regenerative
Speaking of a definition, beginning in January 2024, the California Department of Food and Agriculture (CDFA), in collaboration with the State Board of Food and Agriculture, will host a series of public listening sessions to receive comments to help define “regenerative agriculture.”

“As interest in ‘regenerative agriculture’ continues to grow, we are seeing the introduction and evolution of the term in California policies and programs,” CDFA said. “Incorporating a definition of regenerative agriculture for state policies and programs provides a science-based criterion for the designation or recognition of the term ‘regenerative’ in agriculture-related policies of the state. By defining ‘regenerative agriculture’ and its associated practices, we are working to formalize holistic methods of farming that are designed to protect, sustain and enhance natural resources on our farms and farming communities throughout California,” the agency said.

Max Goldberg, Editor and Publisher of Organic Insider, commented, “If California codifies or legally defines ‘regenerative agriculture’ … it will certainly raise the profile of this term among consumers and farmers may end up paying more attention to the way they manage their soil, which is a real positive. However, both the opportunity for greenwashing and the consequences for organic could be severe,” he cautioned.

“At its core, the regenerative agriculture controversy stems from the question of whether a farming practice can be truly ‘regenerative’ if super-toxic chemicals, such as glyphosate or dicamba, are applied to the crops. There is no question that the regenerative movement has brought incredible attention to soil health … and that it has led to very important steps forward in farming practices around the world. But with all of the positive developments, ‘regenerative’ is ripe for abuse and greenwashing, and the multinational chemical companies, who have no intention of minimizing the importance of GMO seeds and synthetic pesticides, are eagerly embracing the term,” Goldberg added.

Elizabeth Whitlow, Executive Director of the Regenerative Organic Alliance, which manages the Regenerative Organic Certified program, told Organic Insider that she believes that California needs to act with real caution. “There are many groups and farmers advocating for ‘regenerative agriculture’ that are doing some excellent and extremely vital work. My concern, however, is that if the state defines ‘regenerative agriculture’ and it excludes organic, it could have the unintended effect of actually doing a lot more harm than good. Bad actors greenwashing the term is a real threat, and all stakeholders in California’s organic industry need to be fully engaged and on board with how the state is going to define ‘regenerative agriculture.’ The stakes are very high, for both California and our entire country, and this process cannot be rushed,” she said.

Woody Harrelson’s Regenerative Reason for Hope
Three-time Oscar nominated actor and environmental activist Woody Harrelson, in a December 2023 Op-Ed in The Wrap, expressed that, after serving as a co-narrator on the film Common Ground, he is “no longer hopeless for the future.”

Harrelson writes:

We stand at a crossroads, facing two paths. One leads to climate chaos, food shortages, deserts expanding and a biodiversity crash. The other involves rethinking our relationship with nature by choosing regenerative agriculture. The regenerative path can give us abundant, nutritious food, thriving ecosystems and a future for generations to come.

I had a surreal moment when I met King Charles and he said he loved “Kiss the Ground” so much he personally sent it to 1,000 people. I hope the same is true of “Common Ground” – I hope thousands of people send the new documentary to thousands of their friends.

I’ve never been a big believer in the political process in this country, but I believe in people. Congress is currently debating something called the Farm Bill. There are a lot of good people in America, who deserve to eat clean food, and it would be refreshing to see Washington prioritize communities over commodities.

I’m no longer hopeless. I’m actually inspired. In fact, I’m committed to using my voice and activism to make the regenerative agriculture movement spread far and wide.

We don’t just need to support soil in the Farm Bill — we need to make the effort in every way we can, from turning our lawns into food gardens and our food waste into compost, to buying food from local regenerative farmers and ranchers. We all eat and we can all support the people who are doing the hard work to feed the world with healthy regenerative food. We can vote with our dollars.

One thing is for certain, it’s time for a change. Soil is our common ground. 

Let’s make regenerative agriculture our priority. 

Learn More
Growing Life: Regenerating Farming and Ranching, by André Leu, December 2021

Food Climate and Nature FAQs, The Nature Conservancy, Sept. 1, 2023

Regeneration International, a global nonprofit organization and educational resource

44th Annual EcoFarm Conference, Pacific Grove, California, Jan. 17-20, 2024

Regenerative Business Live, United Nations, New York, NY, May 7, 2024

Steven Hoffman is Managing Director of Compass Natural, providing public relations, brand marketing, social media, and strategic business development services to natural, organic, sustainable and hemp/CBD products businesses. Compass Natural serves in PR and programming for NoCo Hemp Expo and Southern Hemp Expo, and Hoffman serves as Editor of the weekly Let’s Talk Hemp Newsletter, published by We are for Better Alternatives. Contact steve@compassnaturalmarketing.com.

Compass Coffee Talk Episode 24 - David Bronner Leads Conversation on Sustainable Supply Chains, Psychedelics, and Hemp

David Bronner Leads Conversation on Sustainable Supply Chains, Psychedelics, and Hemp

Popular podcast Compass Coffee Talk focuses on Dr. Bronner’s “All-One” legacy, the company’s commitment to regenerative organic agriculture, and the potential of psychedelics.

Wednesday, May 18, 12:00pm – 12:30pm EST
Zoom, Admission is Free

David Bronner, Cosmic Engagement Officer (CEO), Dr. Bronner's

David Bronner, the Cosmic Engagement Officer (CEO) of Dr. Bronner's, North America’s top-selling natural brand of soaps and creators of organic body care and food products, joins Compass Coffee Talk on May 18 for a conversation about legacy, sustainability, and successfully pushing the boundaries in business.

Under David’s guidance, the company is driven by six cosmic principles inspired by founder Emanuel’s “All-One” philosophy: “Work hard and grow; do right by customers; treat employees like family; be fair to suppliers; treat the earth like home; and fund & fight for what’s right!”

David led sustainability in the natural products industry by making Dr. Bronner’s one of the first body-care brands to formulate with hemp seed oil in 1999. Dr. Bronner’s continues to push the hemp industry forward as a purchaser of hemp seed oil grown in North America.

Today, David is a champion of the Regenerative Organic Certified™ standard that addresses soil health, animal welfare and fair labor practices to advance sustainable and ecological alternatives to industrial agriculture. Dr. Bronner’s donates at least ⅓ of profits annually in support of charitable and activist projects around the world with a focus on their core causes: Regenerative Organic Agriculture, Animal Advocacy, Community Betterment, Criminal Justice Reform, Drug Policy Reform, and Fair Pay & Fair Trade. 

About David Bronner
David Bronner is Cosmic Engagement Officer (CEO) of Dr. Bronner’s, the top-selling natural brand of soap in North America and producer of a range of organic body care and food products. Under David’s leadership, Dr. Bronner’s holds the status of second highest scoring B Corp in the world among companies dedicated to positive social and environmental impact over the profit motive. David was born in Los Angeles, California in 1973 and earned an undergraduate degree in biology from Harvard University. He is a dedicated vegan and enjoys surfing and dancing late into the night. He currently lives in Encinitas, California.

About Compass Coffee Talk™
Take a 30-minute virtual coffee break with Compass Coffee Talk™. Hosted by natural industry veterans Bill Capsalis and Steve Hoffman, Coffee Talk features lively interactive conversations with industry leaders and experts designed to help guide entrepreneurs and businesses of any size succeed in the market for natural, organic, regenerative, hemp-derived and other eco-friendly products.

Compass Coffee Talk™ is produced by Compass Natural Marketing, a leading PR, branding and business development agency serving the natural and organic products industry. Learn more.

VIEW OUR PAST COMPASS COFFEE TALK EPISODES ON YOUTUBE.

Sugar Free Is Top Sales Trend in Chocolate

Photo: Pexels

This article originally appeared in Presence Marketing’s October 2021 Industry Newsletter

By Steve Hoffman

“People are really thinking about self-care,” Joanna Lepore, Global Foresight Lead at Mars Wrigley, told the Food Institute. In that pursuit, consumers are seeking moments of indulgence from candy and chocolate, but they are increasingly opting for healthier alternatives. According to IRI data analyzed by the Food Institute, in the 52-week period ending August 8, 2021, chocolate candy dollar sales in the U.S. were up 5.8%, reaching nearly $12.8 billion. However, sales of sugar-free chocolate fared especially well over that 12-month span, increasing 27.4% to roughly $225.64 million. Lepore told the Food Institute that Mars Wrigley is aiming to create snacks to help consumers interested in portion control and consuming a “responsible level of calories and sugar.” She added, “We’re thinking about chocolate as to what role it plays in activating brand values, or giving back to sort of bigger planetary causes, but also thinking about it as being primarily this emotional, social connector.” 

In related news, Hershey’s – one of America’s biggest names in chocolate – is responding to the plant-based trend by launching “Oat Made” vegan chocolate bars in select retail markets. “We're working with partners to keep a limited number of stores supplied with a limited quantity of inventory… We'll use the results of our in-market testing to determine whether we take the products to a national launch in the future," said Dan Mohnshine, Hershey’s team lead of strategic growth platforms, in a statement. “After finding that the ingredient formulas of existing products could be improved upon, our masterful R&D team at Hershey developed formulas using oats that we believe deliver better on consumers' expectations than what is in the marketplace today,” he said. Hershey’s launched organic Reese’s Peanut Butter Cups earlier this year, and vegan, plant-based Reese’s could be on the horizon, Food & Wine reported.

Iconic natural products company Dr. Bronner’s, however, is already there when it comes to standing behind values, giving back to planetary causes – and innovating plant-based, vegan products. Known worldwide for its natural and organic soaps and for its support of natural health and environmental causes, the company has set its sights on changing the cocoa industry for the better by launching Magic All-One Chocolate, its new line of vegan, fair trade, regenerative organic chocolates. Produced in direct partnership with small-scale cacao farmers, Dr. Bronner’s is using a model it established in 2009 to create its certified organic and fair trade palm oil project, reported Honeysuckle Magazine. “Born from the company’s industry-leading socially and environmentally responsible supply chain and developed with the expertise of world-class Swiss chocolatiers and industry experts—this is a chocolate experience like no other—from the brand that is best known for making soap like no other. Dr. Bronner’s Magic All-One Chocolate is the ultimate expression of ethical business, activist compassion, and deep love for the planet,” the company said in a statement.

Diversity, Inclusion and the Natural Products Industry

Photo: Pixabay

This article originally appeared in Presence Marketing’s May 2021 Industry Newsletter and New Hope Network’s IdeaXchange

By Steven Hoffman

This month’s news items focus on recent efforts in the natural and specialty foods industry to advance and integrate diversity and inclusion in America’s food system. You can learn more and explore how to get involved in these efforts by visiting the J.E.D.I. Collaborative, www.jedicollaborative.com.

J.E.D.I. Collaborative Seeks to Expand Diversity in the Natural Products Industry
In a Compass Coffee Talk conversation in April, Carlotta Mast, Co-founder of the J.E.D.I. Collaborative, announced that the organization – dedicated to expanding Justice, Equity, Diversity and Inclusion in the natural and organic products industry, will soon be appointing a new Executive Director. The organization recently engaged Ryan Pintado-Vertner, Founder of Smoketown, a Chicago-based agency dedicated to expanding diversity and social impact in the CPG industry, to help further J.E.D.I.’s reach, focus and influence in the natural products market. “We’re standing on the shoulders of a lot of effort and work, and with the Black Lives Matter movement, we’ve hit an inflection point. The 15% pledge is the reason companies like Target and Fresh Market have taken these initiatives,” said Pintado-Vertner, referring to an initiative launched in 2020 calling on major retailers to commit to a minimum of 15% of their shelf space to Black-owned businesses. The J.E.D.I. Collaborative was founded by One Step Closer (OSC), an industry organization dedicated to zero waste packaging, reversing climate change, conscious leadership and a just and regenerative society. Compass Coffee Talk is produced by Compass Natural Marketing and sponsored by Presence Marketing / Dynamic Presence.

How Natural Companies Can Turn Societal Upheaval Into Better Branding
In the recent issue of Nutrition Business Journal, featuring guest editor Emerald-Jane Hunter of the myWHY Agency, writer Rick Polito outlined lessons marketers and brand executives learned in the past year that they are taking into the future. One is to commit to Justice, Equity, Diversity and Inclusion (J.E.D.I.) (see above). “If you don’t have a diversity strategy, you don’t have a growth strategy,” one industry veteran said. For the natural products industry, that means “figuring out how to move beyond a primarily white and affluent audience, how to support Black-owned businesses and how to embrace diversity within its own corporate teams,” he wrote. According to a Natural and Organic Industry Benchmarking Survey, in the boardrooms of natural products brands, only 2% of leadership positions are occupied by Black professionals. Samantha Flynn, who works with the myWHY Agency, emphasized that authenticity means more than posting supportive messages, especially to Gen Z. “They believe in the power of their dollar and no purchase is too small for them to be examining what the company stands for,” she said. 

Natural Products Industry Fund to Provide Scholarships, Networking for HBCU Students
The Organic & Natural Health Association (ONHA) recently announced a partnership with the Williams-Franklin Foundation to raise a minimum of $50,000 over the next five years to provide scholarship funds for students attending historically black colleges or universities (HBCU). The Organic & Natural Health Scholarship Fund will support students in financial need, and ONHA also committed to support networking opportunities for HBCU students, graduates and natural health executives with the purposes of creating internships and career opportunities, while helping to create a more diverse and inclusive industry. “This is an Organic & Natural Health initiative, but it’s not ours to own,” said Karen Howard, executive director of ONHA. “We want to make this an industry-wide initiative for diversity and inclusion, and we want it to be as big and as noteworthy as what Vitamin Angels has achieved for dietary supplement distribution to countries in need. Exposure to our industry is the biggest barrier to lack of diversification in our organizations. Together, as an industry, we can proactively work to change this dynamic.” The Williams-Franklin Foundation is a 501(c) 3 incorporated nonprofit that provides academic scholarships, business/career networking, and mentoring opportunities to HBCU students with extreme financial need. Led by husband and wife team, Dwight and LaShelle (Williams) Franklin, both HBCU graduates used their own seed money to launch the foundation in 2014. Leaders and companies within the natural products industry who want to donate a tax-deductible gift directly to the Williams-Franklin Foundation’s Organic & Natural Health Scholarship Fund select “Organic & Natural Health Fund” in the dropbox when donating at: https://www.wmsfranklinfoundation.org/donate/.

The Fresh Market Appoints New Head of Diversity
Specialty grocer The Fresh Market has named one of its senior leaders, Gerald Walden, to a newly created position within the retail chain as Vice President, Deputy General Counsel and Head of Diversity. As Head of Diversity, Walden will oversee The Fresh Market’s efforts to advance and integrate diversity, equity and inclusion values and practices across the company and with business partners and customers, the company said in a statement. Walden previously served as VP, Head of Legal for The Fresh Market, which operates 159 stores in 22 states. Walden currently serves on The Fresh Market’s Diversity Action Board and, for a decade has overseen the retailer’s legal internship program, which provides exclusive opportunities to minority law students. Walden also has an extensive background in inclusive leadership, having served as the Chair of the North Carolina Bar Association’s Minorities in the Profession Committee, the President of the Guilford County Association of Black Lawyers, and currently Walden serves as a Board Member of the National Employment Law Council and two historically Black universities, the company said.

Dr. Bronner’s Issues Statement Against Hate Crimes Toward Asian Americans
Asian-American and Pacific Islander employees at Dr. Bronner’s, together with the company’s BIPOC (Black, Indigenous and People of Color) taskforce, have issued a statement against hate toward Asian-Americans and Pacific Islanders amid reports that anti-Asian hate crimes rose nearly 150% in America’s largest cities last year. “We have unfortunately seen this over and over again in human history: when a nation struggles with problems, its citizens look for a group to blame, a group they can scapegoat or attack—and often that group is one that is already considered to be outsiders, illegitimate, or somehow less deserving. We recognize that many in the U.S. are truly hurting—devastated by the multiple health and economic crises brought on by the Covid-19 pandemic. But the healing of this pain will never be found in the oppression of other people. It is incumbent on all of us to speak up and intervene if we witness this kind of harassment or racism. It is also imperative that we speak up against the use of phrases like ‘China virus’ or ‘Wuhan virus’ to describe the Covid-19 pandemic, as that sort of language unfairly casts Asians as responsible for the pandemic and creates the conditions for the kind of racist abuse that has been on the rise. This kind of scapegoating of a particular racial group runs directly counter to our grandfather’s All-One vision and is against everything we practice and promote as a company. Dr. Bronner’s speaks out categorically against all harassment or victimization of members of our Asian-American and Pacific Islander (AAPI) community,” the statement said. Dr. Bronner’s customers can opt in to donate 10% of sales proceeds – at no additional cost – to Asian Americans Advancing Justice through June 30.

Natural Industry Survey: Smaller Companies Are More Diverse than Larger Ones
Leadership teams and boards of directors in the natural products industry lack diversity and are predominately comprised of white men, according to a survey of 220 industry leaders conducted by the J.E.D.I. Collaborative and New Hope Network. According to the benchmark survey, Black and Latinx membership on natural products industry boards is only 2%, while Black and Latinx representation on leadership teams is 2% and 6%, respectively, according to New Hope Network. Smaller companies are more diverse than larger ones: companies with fewer than 10 employees have more women and people of color in management positions, the survey found. According to New Hope Network, today’s natural and organic consumer is primarily white (73%), yet the U.S. population is headed toward a white minority population by 2043. “The U.S. is becoming increasingly diverse and it is imperative that manufacturers and retailers serve the changing population,” the editors of New Hope said. “Becoming a more diverse community will allow us to be able to serve the people who could benefit most from health-promoting food and products and contributes to the long-term costs that all of society pays when we support an unjust food and agricultural system.” Companies can make the J.E.D.I. commitment toward inclusion and diversity here.

Target to Spend More than $2 Billion with Black-owned Businesses by 2025
Target Corporation in April announced it has committed to spending more than $2 billion with Black-owned businesses by the end of 2025. In a statement, Target said it is pledging to add products across multiple categories from more than 500 Black-owned companies, and is introducing resources to help its Black-owned vendors grow and successfully scale their businesses in mass retail. Building off of the retailer’s Target Accelerators, a program that supports entrepreneurs to drive innovation, the company is introducing a new program called Forward Founders. This program will engage Black entrepreneurs earlier in their startup journey to help them navigate the critical stages of ideation, product development and scaling for mass retail, Target said. With increased access to subject matter experts and educational workshops earlier in the startup process, Forward Founders is designed to help Black-owned businesses increase their potential for long-term success in retail, said the company. For more information, visit Target’s Supplier Diversity page.

Molson Coors Invests in TRU Colors, Founded by Rival Gang Members
Molson Coors, which has been expanding its portfolio beyond beer to include hard seltzer, spirits, energy drinks and non-alcoholic functional beverages, in April announced it has made an equity investment in TRU Colors Brewery, a Wilmington, NC-based company founded by a tech entrepreneur and rival gang leaders from the Bloods, Crips and GD. TRU stands for Truth, Responsibility and Unity, according to company founders, and the brand has a mission to provide employment and to unify rival gangs, Molson Coors said in a statement. In addition to an equity investment, Molson Coors will serve as a strategic partner to assist the company with distribution strategy, brand positioning, supplier relationships, marketing and advertising consultation, and product formulation. Molson Coors said the move is not only a strategic investment, but also marks the latest in a series of actions designed to foster a more inclusive and diverse culture. The company announced a goal of increasing representation of people of color in its U.S. operations by 25% by the end of 2023 and committed to donating a cumulative $3 million to 26 local and national organizations dedicated to equality, empowerment, justice and community building from 2020-2021.

Campbell Soup Company Flipping the Script on Diversity and Inclusion
By taking a stand on social issues and social justice, companies can attract and maintain talent and investors, said Campbell Soup Company CEO Mark Clouse in a recent webinar. “Our employees want to know where we stand on these things, and it’s also great to see investors starting to ask me those questions,” Clouse said, according to Food Navigator. “The idea of inclusion coming first is really about wiring comprehensively a broad scope plan and strategy that will change culture that make it conducive to attracting and retaining diversity,” he said. According to Clouse, Campbell in October 2020 appointed Camille Pierce as Senior VP and Chief Culture Officer to help ensure its diversity and inclusion efforts become embedded in the company’s leadership and culture. Campbell has developed strategies around three pillars, said Clouse: capabilities & education, advocacy, and accountability. These pillars serve as a framework for metrics – not quotas – he said, and outcomes that “are placed on a time continuum.“ Then Campbell “measures the heck out of them. We may not get it right every time, but we try to be thoughtful” and learn from experiences to create a more inclusive and diverse workplace, he said. For more information, visit here.

Organic & Regenerative Agriculture Has Roots in Black, Native American Farming
Dr. George Washington Carver was one of the founders of the organic and regenerative agriculture movements. A researcher, inventor, scientist and professor at Tuskegee University, Carver was among the first to spread the word about caring for soil and community, inspiring a generation of organic farmers in the late 1800s and early 1900s, writes Leah Penniman in Civil Eats. Penniman is Co-director and Program Manager at Soul Fire Farm in Petersburg, NY, a community organization that serves more than 10,000 people each year with food justice initiatives, farm training for BIPOC growers and more. Through “Afro-Indigenous” farming and forestry practices, Soul Fire has been regenerating 80 acres of land, while providing training, workshops and mentorship to underserved communities. “My ancestral grandmothers in West Africa braided seeds of okra, molokhia, and levant cotton into their hair before being forced to board Transatlantic slave ships. They hid sesame, black-eyed peas, rice, and melon seeds in their locks,” writes Penniman. “With the seed, our grandmothers also braided their eco-systemic and cultural knowledge. They braided the wisdom of sharing land, labor, and wealth.” However, Penniman notes, Black farmers once owned 16 million acres of land in the U.S. after emancipation, yet “almost all of that land is now gone,” she said. “In 2010, Soul Fire Farm was born with a mission to reclaim our ancestral belonging to land and to end racism and exploitation in the food system. What began as a small family farm is now a community organization committed to this systemic and ancestral change. And we pray that the words from our mouths, the meditations in our hearts, and the work of our hands are all acceptable to our grandmothers who passed us these seeds.”

USDA Secretary: Creating Equitable Opportunities for Black Farmers Lifts All Boats
Provisions of the recently enacted American Rescue Plan that seek to acknowledge and address systemic racism perpetuated against generations of Black farmers will benefit the entire agriculture sector, U.S. Secretary of Agriculture Tom Vilsack told stakeholders at a House Agriculture Committee hearing held in late March. President Biden’s $1.9 trillion Covid-19 relief plan earmarked nearly $5 billion for black farmers impacted by decades of discrimination made worse by the pandemic, NBC Washington reported. “Creating more equitable opportunities for Black farmers is a rising tide that can lift all boats,” Vilsack said at the hearing, Food Navigator-USA reported. “As one study found closing racial gaps in wages, housing credit, lending opportunities, and access to higher education would amount to an additional $5 trillion in gross domestic product and six million jobs to the American economy over the next five years,” Vilsack said in defense of “socially disadvantaged farmer provisions in the American Rescue Plan,” that have come under fire by some legislators and critics of the plan. “While Black farmers receive about $60 million in annual commodity subsidies, white farmers annually receive about $10 billion in commodity subsidies,” Vilsack said. He also noted that 97% of coronavirus food assistance payments went to white farmers, Food Navigator-USA reported. “More need to be done to drive our efforts deeper,” Vilsack told the House Agriculture Committee. He emphasized the necessity to “make clear that prosperous farmers of color means a prosperous agriculture sector and a prosperous America.”

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Natural Products Industry on Front Lines of Coronavirus Crisis

Photo: Empty produce shelves at Whole Foods Market, Longmont, CO, March 13, 2020; Compass Natural

By Steven Hoffman

Editor’s Note: Since this article was prepared for publication, it was reported this week that employees at Amazon, Instacart and Whole Foods Market were planning to stage walkouts or “sick-outs” due to worker safety concerns. A handful of workers at Whole Foods Market locations in Huntingdon Beach, Fort Lauderdale, Chicago and New York have tested positive for coronavirus, raising employee concerns. Many grocers are installing plexiglass sneeze guards to protect cashiers from coronavirus. This article originally appeared in New Hope Network’s IdeaXchange and will appear in Presence Marketing’s April 2020 newsletter edition.

From the moment in early March when New Hope Network first announced the postponement of Natural Products Expo West – what Forbes Magazine referred to as the “Super Bowl of natural CPG” – to later in the month when UNFI CEO Steve Spinner joined a group of food, retail and distribution leaders at the White House to help ensure that America’s grocery shelves stay stocked – no small feat during the panic buying rush of the past few weeks – the COVID-19 pandemic has put the natural products industry on the front lines of the coronavirus crisis.

There have been many challenges – and a few opportunities – associated with this position. Stores find themselves short staffed and have had to cut hours to deep clean and restock empty shelves. Staffs are stretched thin. Restaurants and food service operations have had to shut down, putting many out of work. Long lines and controlled entry have been reported in some stores. Many retailers are dedicating Senior Hours before the stores open to the general public to give elderly people a chance to have access to product before the rush.

On the other hand, retailers are hiring, often providing jobs for laid-off restaurant and food service workers. Natural products grocers including Whole Foods Market and Natural
Grocers are offering interim incentives on top of current hourly rates to keep and recruit labor. Whole Foods is partnering with Amazon to expand resources and capacity for door drop and home delivery. Kroger CEO Rodney McMullen told CNBC in late March that the Cincinnati-based grocer, which operates 2,800 stores in 35 states, hired 2,000 people in March to keep up with increased demand from the coronavirus outbreak, and still has 10,000 openings to fill. Walmart announced it wants to hire 150,000 temporary workers through May, and Amazon is hiring an additional 100,000 workers to deal with coronavirus demand.

Sales, too, are through the roof for natural products retailers and CPG stores across the country as people stock up on a month's worth of groceries and staple goods instead of a typical week’s worth. Food Dive reported that sales of staples soared in March, indicating that consumers were preparing for the long haul. Add to that the fact that, with the closing of restaurants and cafes in many states, and with the call for social distancing, people are now eating at home, putting further strain on conventional and natural foods retail markets.

“You Need to Get Out on the Floor and Stock Shelves!”
For Gabe Nabors, CEO of the Mustard Seed Market & Cafe, with two full-service natural foods supermarkets and a bakery in Ohio and also renowned for its restaurants and catering, the stores have pivoted to offer in-store take-out meal solutions for its customers as the state of Ohio in March called for the closing of bars and restaurants. Mustard Seed has been promoting this expanded service on social media, and recently posted the steps it is taking to sanitize its stores, ensure product availability, and protect workers and customers.

“We are packaging our most popular soups from our restaurant in ‘fresh or freeze’ containers and are ramping up in-store prepared foods,” Nabors said. “We’re pivoting from banquets and catering to contacting assisted living homes, local nonprofits, hospices and elsewhere to let them know we have healthy prepared foods available for takeout. We’re also in talks with Instacart to expedite the launch of a delivery service. A large percentage of food sales in America is through restaurants and food service; with that closed, it puts added pressure on the grocery stores. As such, our entire team has been stocking shelves - if you have an office job and it’s not mission critical - you need to get out on the floor and stock shelves!” Nabors added about managing the current crisis situation. 

“We and our distributors have trucks running nonstop throughout our 20 state system, but it’s still a limited number of pallets per load,” said Alan Lewis, Director of Public Policy for Natural Grocers. “To better serve demand, we've curtailed the delivery of water, which is generally available locally, to focus instead on providing staple goods, produce and perishables. Our stores have been the calmest, most organized places to shop and our customers have been exemplary in not hoarding, and helping create a sense of calm and the feeling that we are all in this together,” Lewis observed. "People have been so cordial and kind to each other and thanking everyone in the stores for making the food available,” he said.

“Currently, there is plenty of food ready to be delivered in the supply chain. The outages are not shortages,” said Lewis. To ensure steady supply, he feels that food workers, from agriculture to manufacturing and retail, should be termed ‘essential workers.’ “We’ve been in conversation with the Colorado Department of Agriculture and others asking them not to stop essential agricultural workers,” he said. “As a result, CDA has notified law enforcement officials, requesting that agriculture workers be able to travel to and from work,” he added.

“People working overtime in delivery, back of house, stocking shelves, cashiers, e-commerce fulfillment – they are now critical infrastructure to keeping this country running. We should be cognizant of the stress on store staff and provide more resources to help them, for example, living wages, free child care, paid sick leave, collective bargaining rights, proper protective equipment, etc.,” said Errol Schweizer, retail and brand veteran and former head of grocery purchasing for Whole Foods Market. “The cooks, clerks, packers, loaders – the folks that often are poorly paid, overworked and invisible – how often have we heard pundits refer to them as unskilled? Now that everyone sees how crucial – and skilled – they are, we need to assure they are treated with dignity and respect.”

Industry Responds to Heightened Demand
For distributors, which have received generally positive reviews in responding to the crisis, sales are up dramatically, too. Leading natural products distributor UNFI's stock more than doubled in late March as consumers stocked up. "It is important for all Americans to know that they can continue to count on companies like ours to keep stores well-stocked with a variety of food and wellness products during this critical period,” Spinner said in a statement. "In addition to having business continuity and safety plans in place to help keep America fed, UNFI is supplementing its coordination with federal, state, and local government agencies by now collaborating directly with the White House and industry peers. We firmly believe that increased levels of public-private collaboration can further enhance UNFI's around-the-clock efforts to meet our customers current and future needs.” 

Natural and organic products manufacturers, too, are scrambling to satisfy increased demand. In a LinkedIn post, Wayne Wu, General Partner of VMG Partners, observed, "We're hearing many shelf stable food, beverage and supplement brands are generally doing well in brick and mortar stores as consumers stock up, but also seeing a 50%+ sales lift in the past couple of weeks in their e-commerce or grocery delivery channels, such as Amazon, Walmart.com, DTC or Instacart, as consumers are potentially pantry loading, but may lead to more permanent behavior change in how they purchase their more consumable-type products that they’ve traditionally purchased at a brick and mortar location to a more permanent lift online for these type of consumable items.”

Working from home is not stopping Steve Wangler, VP of Sales for The Good Crisp Company, maker of all natural canister chips. Working with Presence Marketing as its broker, Wangler said, “We’ve been in contact with every single field and accounting rep of Presence Marketing. Even sidelined, together we are engaging with retailers virtually, keeping them apprised of stock situations, asking what they need, etc. The entire Presence team has been very proactive, highly responsive, highly engaged, and looking for ways to support retailers and brands. Also, we are attracting consumers that are new to our brand through our online efforts, and we’re hoping we’ll keep those consumers once they experience our product." 

Noticing a trend accompanying consumers’ response to the coronavirus crisis, Eric Schnell, cofounder of the marketing collective BeyondBrands and mood33, a cannabis and CBD based beverage line, was informed by his Florida distributor that mood33’s top-selling CBD SKU, Energy, was replaced by its Calm formula in March. “It’s an indicator of how stressed people are feeling right now,” Schnell observed.

"As a service provider we are doing our best to support our natural products clients, and on the brand side, we are seeing an immediate uptick in sales,” he said. "Every manufacturer I’ve spoken with is still operating at full capacity, including supplements, beverages and food, to meet demand from both brick and mortar and e-commerce.”

“Unity in the Community is Key”
The BeyondBrands team, like other natural products brokers, distributors and service providers throughout the country, is rising to the challenge and doing its best to help partner brands deal with retail demand. “Rather than going into stores to sell items, we are recommending going into stores and offering to help stock shelves,” Schnell said. “Connection and collaboration are key right now. More than ever, it feels like people need unity in the natural foods community. Whether you are on the service, brand or retail side, we are all in this together and we have to see ourselves through this, together.” 

At Dr. Bronner’s, demand for soap and hand sanitizer has spiked, and the company is doing its best to fulfill the increase in orders, said David and Michael Bronner in a
statement published on March 16. “In spite of our best efforts, constraints prevent us from fully meeting orders: our hand sanitizer, for example, can only be produced at FDA-licensed drug manufacturing facilities, and is being produced at 600% our usual rate.”

In addition, the Bronner brothers wrote, “We are allocating a reserve of 2% of all hand sanitizer production to donate to at-risk communities and the organizations that serve them, so they have access to our hand sanitizer, as well. Please also buy only what you think you need, so that everyone who needs our products can obtain them. This is an important time to remember that we are all connected and need to look out for each other, now more than ever,” they wrote.

As for New Hope Network, after announcing that Expo West was not just postponed but cancelled for 2020, the company that leads communications efforts in the natural industry announced in a video update on March 20 that it would provide assistance to small businesses hurt by the cancellation. 

“Due to the decision to cancel voluntarily and without being asked to do so by local, state or federal edict or other force majeure circumstances, our insurance provisions were not triggered and significant costs and liabilities were incurred by New Hope,” said Carlotta Mast, New Hope’s Senior VP of Content. However, she continued, “To help support those most impacted by the Expo West cancellation, our parent company Informa has established a $5 million fund that will be disbursed under the guidance of an independent advisory council made up of 20 industry leaders. The advisory council is working on this task now and is aiming to have its guidance delivered to the New Hope Network leadership team by the week of April 6,” she reported.

The company announced it is focusing its energies on the upcoming Natural Products Expo East, slated for Sept. 23-26, 2020, in Philadelphia, and is issuing a full credit for any Expo West exhibitor or sponsorship fees, in which the credit can be applied to Expo East, Expo West 2021, or to its media and market research publications. Expo West badge registration and education fees also will be fully refunded in the coming weeks. New Hope also announced a free product directory listing for 2020 Expo West exhibitors along with upcoming webinars and education, and referred further questions to its Expo West FAQ page.

In closing, John Mackey, CEO of Whole Foods Market, summarized how our industry has risen to the occasion in serving community, workers and customers during the coronavirus crisis. In an email to constituents, he wrote, “If you’ve shopped our stores in recent weeks, you’ve experienced our team members’ dedication and diligence to serving your community during a time of uncertainty. None of this is lost on us… As a company, Whole Foods Market is adjusting to the current circumstances that all of us are facing during this unprecedented time. We believe that the service we provide as a grocer is an essential one, and we are committed to continuing to serve our customers in a safe and responsible manner, both in our stores and through delivery. Thank you for your kindness and patience as our team continues to work hard to serve our customers and communities. Please take care.”

David Bronner, Colorado Gov. Jared Polis and Other Leaders in Natural Products and Industrial Hemp to Speak at 6th Annual NoCo Hemp Expo, March 28-30, in Denver

For Presence Marketing Newsletter, March 2019
By Steven Hoffman

Photo: Dr. Bronner’s

Hemp industry and natural products pioneer David Bronner, Cosmic Engagement Officer (CEO) of the 5th generation soap company Dr. Bronner’s, will be a featured keynote speaker at the upcoming NoCo Hemp Expo (NoCo6), March 28-30, 2019, at the Crowne Plaza DIA Convention Center in Denver.

In addition, Colorado’s newly elected Governor Jared Polis, who in his first State of the State speech in January 2019 announced his plan to “make good on the promise of industrial hemp,” will be a featured speaker at NoCo6.

Now in its 6th year, NoCo Hemp Expo is the largest gathering of hemp industry professionals under one roof. Approximately 8,000-10,000 attendees, including investors, entrepreneurs, manufacturers, farmers, producers, retailers and other leaders in hemp are expected to attend the 2019 event to participate a newly added pre-conference Hemp Industry Daily Investor's Forum on March 28, plus a full-day Business Conference, Farm Symposium and expanded Exhibition Hall open to professionals on March 29-30. Additionally, tickets are available to the public to visit the Expo Hall on Saturday, March 30.

A tireless advocate for cannabis legalization and numerous other social justice and environmental causes, David Bronner will address the opportunities and challenges facing the hemp industry and how to navigate business growth in an exploding market, as industrial hemp is now legal under the 2018 Farm Bill. David’s talk, scheduled for Saturday, March 30, also will address hemp’s key role in regenerative organic agriculture to help rebuild soils, sequester carbon and mitigate climate change.

Photo: State of Colorado

Governor Polis, an Internet entrepreneur, educational leader, former U.S. Congressman and Colorado native, is a longtime supporter of the hemp and cannabis industries. He advocated for expungement of non-violent cannabis-related criminal records, expansion of Colorado’s medical marijuana program and non-cooperation with enforcement of federal prohibition during his campaign. Governor Polis even had the programs for his inauguration on January 8 printed on hemp paper.

“Hemp is an amazingly versatile crop, and I’m proud to see Colorado’s rural communities leading the way to unleash its untapped economic potential,” he said during the campaign. “As Governor, I’ll support our farmers and innovators who want to develop industrial hemp—and I’ll tell the federal government to stay out of their way.”

The hemp industry is poised for exponential growth now that this incredibly useful plant is legal to grow and sell in the U.S. for the first time in over 80 years, and is expected to reach $4 billion in sales by 2022. Visit www.nocohempexpo.com.