Steve Hoffman 11/4/24 Steve Hoffman 11/4/24

State of Natural: Industry on Track to Reach $318.6B in Sales in 2024 and $386.4B by 2028

This article first appeared in the November 2024 issue of Presence Marketing’s newsletter.

By Steven Hoffman

The natural and organic products industry is on a solid growth curve, supported by rising consumer demand for better for you products, according to the editors of Nutrition Business Journal (NBJ).

Surpassing $300 billion in sales on 4.8% growth in 2023, NBJ projects sales of natural, organic, regenerative and sustainable products in the natural channel will continue to grow at about 5% per year to reach $318.6 billion in 2024, and $386.42 billion by 2028, with the market “showing no signs of slowing down.”

Dominated by the natural and organic food and beverage sector, which commands three times the market share of supplements and seven times that of the natural living category, “the natural products industry has infiltrated every part of brick-and-mortar and online retail and is outpacing conventional products’ growth. Slow and steady is winning this race,” reported the NBJ editorial team in its State of Natural Report: Four-Year Forecast, 2024 - 2028, published in September 2024.

Sales of natural, organic and functional food and beverages account for 69.3% of the overall natural products market. According to NBJ, this category will continue to dominate the market, predicting that sales will grow to $220.78 billion in 2024, and will reach $265.2 billion in sales in 2028. Strong growth in this sector is driven by improved product quality and taste, global flavors, and plant-based, paleo and carnivore diet trends, among others.

According to NBJ, the majority, or 63.7% of natural and organic food and beverage sales are occurring in mass market retail stores, a trend that will continue as natural products become more accessible across the country. Traditional natural food retail stores command 28% of the natural and organic food and beverage market.

Supplements: The Roller Coaster Ride Is Over

For the dietary supplements category, “the roller coaster ride is over,” NBJ reported. “After a sobering deflationary period following stratospheric growth during the Covid-19 pandemic, the supplements industry is settling into steady, stable growth in every category. With the combined Sports Nutrition and Meal Replacements category and Herbs and Botanicals leading the way, supplements are projected to grow at around 5% each year through 2028, from $67.43 billion in 2024 to $82.81 billion. Many consumers who discovered supplements in their panicked searches for immunity hacks during the pandemic appear to be sticking with the vitamins and herbs they started taking, and the industry is mainstreaming as a result,” said NBJ.

While sports nutrition and meal replacements are projected to grow between 5% and 7% over the next four years, sales of vitamins and minerals, which took a post-pandemic hit (NBJ predicts growth of only 2.1% in this category in 2024), are projected to grow 3.7% in 2028. However, vitamins and minerals control the largest market share (30%) among the dietary supplement categories.

Herbs and botanicals are projected to be the fastest growing supplement sector, and annual growth will reach 7% by 2028. Market share for sports nutrition and meal replacements is expected to remain steady over the next four years, ranging between 26% and 28%. Herbs and botanicals, too, are predicted to maintain a steady market share of about 20% over the next four years.

NBJ also noted that in the dietary supplements category, in particular, direct to consumer channels are driving significant growth. “With annual growth between 6% and 7% — nearly triple that of Natural and Specialty—the Direct-to- Consumer channel is driving growth during the forecast period, while Natural and Specialty continues to lose market share, falling from 26% in 2024 to 23.2% in 2028,” NBJ predicted.

Natural Living: Small but Growing Fast
As consumers learn more about the dangers of environmental toxins, microplastics and ingredients used in conventional beauty care products from mainstream media, social media influencers and others, they are becoming increasingly aware of the fact that it’s not just what you put in your body, but also what you put on your body. While the Natural Living sector takes up the smallest slice of the natural products industry pie at a 9.5% market share, it is expected outpace overall industry growth, growing at 6% per year from $30.38 billion to an estimated $38.41 billion in sales in 2028.

According to NBJ, the natural and specialty channel is projected to lose market share of natural living products between 2024 and 2028, but it will remain the second largest channel behind mass market. By 2028, sales of natural living products in mass market will be more than double those of natural and specialty. Also, while mass market and e-commerce are driving much of the natural living market, practitioners and multi-level/network marketing “are the only channels projected to see increased growth throughout the forecast period,” said NBJ.

The principal analysts, authors and editors of the Nutrition Business Journal State of Natural Report: Four-Year Forecast, 2024 – 2028 were market research analyst Erika Craft, industry analyst Christian Irwin, senior editor Robyn Lawrence, managing editor Hannah Esper and content & insights director Bill Giebler. Sources for the data include SPINS, IRI Group, Natural Foods Merchandiser Magazine, New Hope Network and others. The report is available for $125.

Learn More

Nutrition Business Journal State of Natural Report: Four-Year Forecast, 2024 - 2028

https://store.newhope.com/collections/state-of-natural/products/the-state-of-natural-report-four-year-forecast

Presence News: Natural Products Industry Reaches $303.3 Billion in Sales in 2023 on 4.8% Growth

https://www.pmidpi.com/blog/newsletter/natural-products-industry-reaches-303-3-billion-in-sales-in-2023-on-4-8-growth/

Steve Hoffman 9/6/24 Steve Hoffman 9/6/24

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

Steve Hoffman 8/23/24 Steve Hoffman 8/23/24

Conscious CPG Voices, Part II

These articles were originally published on the New Hope Network website

All articles by Steven Hoffman

How are “Conscious CPG” companies positioning themselves in today’s fast-changing consumer market—and how are they turning to the Newtopia Now as a vital new resource to advance their brand among key buyers and decision makers?

We asked the founders and leaders of 10 emerging brands who are exhibiting their innovations—many of them for the very first time at Newtopia Now—what factors drive their decisions today. Coming from diverse backgrounds, these entrepreneurs share at least one thing in common: The belief that gathering with peers, contemporaries, buyers, influencers, mentors, business leaders and others in an intimate setting is critical to learning about the marketplace, building relationships and growing your business and brand.

Better Sour brings global flavors to the candy aisle

Iranian Americans Bella Hughes and Semira Nikou grew up in Hawaii and have been best friends for 37 years. They met at a Nowruz party, celebrating the Iranian New Year in their hometown of Honolulu, Hawaii. Now, they are business partners, having launched Better Sour in 2023. Since then, the Austin, Texas-based, women-owned gummy candy brand featuring globally inspired sour flavors from the Middle East to the Asia-Pacific has been a darling of the natural and specialty foods industry and media, growing from 100 doors to over 1,500 retail accounts within 12 months of launching. The products are 100% plant based, with 3g of sugar per bag. Better Sour was a 2024 Natural Products Expo West NEXTY Award finalist for Best Sweet Snack or Dessert. Read the brand’s story in Bella Hughes’ own words here.

Nopalera reimagines clean beauty from the ground up

After 14 years in music—her Mexican folk music band, Pistolera, was once featured on NPR’s Tiny Desk Concert—and working in sales for several years with CPG brands, Sandra Lilia Velasquez saw an opportunity to create a modern Mexican beauty brand. Inspired by her heritage and the desire to activate a new generation to explore beauty through a different lens, she set out to create a brand “that embodies boldness, scent transportation, and fresh takes on common beauty rituals,” she says. In 2019, she founded Nopalera. Today, the luxury skincare brand is sold in department stores including Nordstrom, Credo Beauty, Free People and elsewhere. Read the brand’s story in Sandra Lilia Velasquez’s own words here.

Mesa de Vida gets saucy with nutrition, quality and global flavors

A former performance and recovery chef to professional athletes, Chef Kirsten Sandoval turned her health around when, as a young mother, she set out to end the cycle of heart disease in her family. Sandoval is also a living kidney donor and mom to two kids with a rare genetic condition. To help care for her family, she originally developed the idea for Mesa de Vida cooking sauces by focusing on nutrition, quality ingredients, convenience and globally inspired flavors. The company, launched in late 2019, will exhibit for the first time at Newtopia Now. Read the brand’s story in Kirsten Sandoval’s own words here.

Levelle Nutrition 'fuels women to run the world'

Sports nutrition isn’t one-size-fits-all, according to Levelle Nutrition co-founder and CEO Linda Alvarez, M.D. There are also sex-specific considerations to take into account, she asserts. A physician, Linda learned that almost half of U.S. marathoners are women, but only 30% of sports nutrition and sports medicine study participants are women, and less than 3% of all sports nutrition products are made for women. Seeing an opportunity, in 2021 Linda and her business partner, Stephanie Schrauth, launched Levelle Nutrition to provide female athletes with products formulated specifically with their physiology in mind. “We fuel women to run the world,” they say. Read the brand’s story in Linda Alvarez’s own words here.

Function, mission and design meet in MUD/WTR

MUD/WTR founder Shane Heath, an artist and entrepreneur, was working in the tech industry and finding that to cope with the “startup hustle culture,” he was developing a dependency on coffee and caffeine that he felt was contributing to burnout and affecting his physical and mental health. He started mixing organic cacao, masala chai, adaptogenic mushrooms and spices and found it gave him the energy he needed without the downsides of coffee. When colleagues asked what he was drinking, he told them “mud.” Realizing he could help support the creation of healthier habits for others, Heath launched MUD/WTR in 2018. COO Emma Nelson joined the Santa Monica, California-based business in 2019. Read the brand’s story in Emma Nelson’s own words here.

Steve Hoffman 8/22/24 Steve Hoffman 8/22/24

What Natural and Organic Buyers Want at Newtopia Now

Retailers look to New Hope Network's new natural products program and trade show to guide conscious CPG innovation and growth. Find out more.

This article originally appeared on the New Hope Network website on June 26, 2024

By Steven Hoffman

As the natural, organic, regenerative and “conscious CPG” industry prepares to gather in Denver, Colorado, on August 25-28 for the inaugural Newtopia Now, a number of retailers attending and participating in the event shared their thoughts on what drives their purchasing and foraging decisions today.

They also shared perspectives on how they best like to work with partner brands to achieve their goals and serve their customers—and how Newtopia Now can provide value in helping match them with companies and brands in a more intimate, innovative and curated trade show and conference setting.

Numerous retail buyers, foragers and business owners across the country participated in this story, ranging from large chains such as Whole Foods Market and Sprouts Farmers Market; smaller chains such as Earth Fare and Bristol Farms; online retailer Thrive Market; and independent grocers St. Vrain Market and Mustard Seed Market & Café.

Here’s what these retailers shared about today’s marketplace, what drives their purchasing decisions and how they are turning to the upcoming Newtopia Now as a key new resource to help them in their work.

Casey Gaston, Executive Leader, Local and Emerging Brands, Center Store, Whole Foods Market

Founded in 1980 and based in Austin, Texas, Whole Foods Market operates more than 530 stores in the U.S., Canada and the U.K. Casey Gaston is a featured presenter at Newtopia Now as part of a panel discussion, How to Get Your Product into Whole Foods Market, at 10:15 a.m. Tuesday, August 27.

Things are always changing in business and we have to remain nimble. Today, Whole Foods Market is connecting with suppliers in a lot more ways than ever before. Getting the attention of our merchants and foragers hasn’t changed as much, however. Start by doing your homework: utilize the Whole Foods Market Supplier Portal and review our quality and product standards. New and emerging brands can connect through our keystone incubation program, LEAP (Local and Emerging Accelerator Program). The LEAP Early Growth cohort, which works with early growth brands, is now in its third year and applications have tripled. While a limited number of brands are selected for a given cohort, others still get on to our radar as a result of the application process. Our Local Producer Loan Program also remains a strong pillar for Whole Foods Market.

As a forager team, we’re excited that the format of Newtopia Now is different. While large brands can get much of the visibility at a show like Expo West, Newtopia Now allows emerging brands to be the stars. We can’t wait to experience a show dedicated to new and emerging brands. We are looking for innovation and trends, and are excited to see brands that have something to show us. We like the concept of matchmaking, and we’ll be hosting some of our own meetings at the event. We’re going to lean in on all the tools and programs New Hope is providing at Newtopia Now.

Darren Viscount, Senior Natural Living Category Manager, Bristol Farms

Founded in 1982, Bristol Farms operates 13 stores in Southern California. With 27 years’ experience in retail, Darren Viscount is a featured presenter as part of a panel discussion, Leading Natural Living Buyers Tell All: Thrive, PCC and Bristol Farms, at 1:30 p.m. Monday, August 26.

Shopping for natural foods is less of a destination now than when I first started in the industry. Today, natural products can also be found online, in mass market, in conventional— there is a lot more opportunity for people to purchase these products. In addition, when there is disruption in the economy like we’ve seen over the past few years, people want value.

That said, while ingredients and quality are certainly a factor, our customers are looking for value. So, when I work with brands, I make sure we have promotions, including long-term promotional agreements and/or quarterly promotions. We also put an emphasis on staff training, whether it’s in-store, online or team training sessions. We want to help our customers so that when they get home, they know they’ve made the right decision on product selection.

Today, social media drives a lot of our purchasing decisions. We monitor TikTok and Instagram to see what’s trending. Right now, for example, trends in supplements include magnesium, creatine, high protein products, electrolytes, gut biome and health, probiotics and more. There are a lot of influencers on social media that drive people to our stores, too.

Our goal at Newtopia Now is to foster closer relationships with brands we meet at the event. I like to attend events such as Newtopia Now because I get to talk directly with founders, CEOs, product developers and other brand leaders and speak with them about how they will support our stores, our teams and our customers. It is valuable to me in building community on a business and personal level. With Newtopia Now structured as a more intimate event, we hope to get more one-on-one time with the vendors and find brands to cultivate and nourish from the ground up.

Phillip Nabors, Co-Founder, Mustard Seed Market & Café

With two full service stores and a restaurant serving the Akron, Ohio, market, Mustard Seed Market & Café, established in 1981, is one of Ohio’s largest independently owned retailers of natural and organic products. Cofounded by Margaret and Phillip Nabors, their sons Gabe and Abraham now lead operations for the stores. Phillip served as president of the Retailer Division of the NPA (formerly NNFA) in 1993 and served for 10 years on the Natural Foods Committee of FMI—the Food Marketing Institute.

From the early days, we were unique from the more “pill-driven” health food stores of the time. We made a conscious effort to bring in locally sourced food, whatever we could get from producers and distributors. By having as much food as possible, we enjoyed a large trade area—a 50-mile-plus radius.

Now, the trade area is much smaller and we have to compete with everyone. We have to really sharpen our pencil on price to be competitive. The early days were about education; the customers went on a learning journey with us. Now that you can find natural foods just about everywhere, it’s “What’s the price?”

However, there remains the mission, along with the opportunity to educate, and we’ve always been the trustworthy source of information. We’re actually sincere about the mission of propagating wellness. Some people get that and are willing to drive or pay a bit more to support us. For Newtopia Now, I’m the test pilot for our company. I’m intrigued about the Matchmaking program and have signed up for it.

If I look back at all the best times I’ve had at shows, it’s the deeper conversations. Not just about the attributes of the product, but also alignment on values. I’ve always learned a lot from interacting with suppliers and brands, and I enjoy meeting new people and running into peers and colleagues I’ve known for decades. Plus, I learn a lot from other retailers. I’m looking forward to interacting with all these constituents on a deeper level at Newtopia Now.

I’d like to add that I appreciate all that New Hope Network has done over the decades and what a critical role it has played in growing the natural products industry. Their trade shows in large part enabled the industry’s growth. They have delivered an amazing product over the years. The fact that the company is trying something new makes me want to support them all the more.

Scott Romano, Vice President, Forager, Sprouts Farmers Market

Based in Phoenix, Arizona, Sprouts Farmers Market operates more than 400 stores in 23 states. Scott Romano is a featured presenter as part of the panel discussion, How to Get Noticed by the Sprouts Forager Team, at 12:30 p.m. Monday, August 26.

Sprouts Farmers Market operates more than 400 stores in 23 states, and is looking to grow the store base at 10% per year going forward. Innovation is our key, and differentiation is what Sprouts is seeking.

When you think of today’s retail landscape, anyone can carry these products. So, for us in making buying decisions, differentiation and innovation lead the first round, and then we look for taste, number one. We scorecard every brand we bring in—we look at attributes such as diversity/minority owned, sustainability, is the product on trend, for example, regenerative agriculture, mushroom adaptogens, probiotics, etc. Then, based on a point system, we will place products in one of three buckets: yes, we want to pursue further; hold and let’s keep it in the pipeline; or decline and thank you, we’ll pass.

While we are being a little more selective, we do have a foraging program for new brands that can help take some of the costs out of the system. The foraging program is a 90-day test period where select brands can receive sales data and general engagement insight. We’re also able to learn from that to prepare the brand for next steps, be it regional or national, and also continue to evolve the program to have a higher success rate with brands we launch. Currently, we are finding success with brands that have built some kind of online B2C presence before expanding into brick and mortar.

Sprouts is looking forward to going to Newtopia Now. There will be a team of folks foraging on the floor, and I will be participating in a Buyer Side Chat to help vendors learn how to get in front of the buyers at Sprouts. The first year is more exploratory for us, however, we’re excited to see the different neighborhoods Newtopia Now has planned, and experience a show in a different way. As a more intimate and focused event, it is a welcome bookend to Natural Products Expo West.

Mitch Orland, Senior Vice President of Merchandising and Marketing, Earth Fare

Earth Fare, founded in 1975 and based in Asheville, North Carolina, is a leading chain of natural and organic food supermarkets with 18 locations in seven states throughout the southeastern U.S. A new ownership group, comprising some of Earth Fare’s original founders, purchased Earth Fare out of bankruptcy in 2020 and has been re-establishing the company as a natural foods retail leader across the Southeast.

We opened four years ago during the COVID pandemic when new owners bought Earth Fare out bankruptcy. The group comprises some of the original founders. Since then, we learned we have to reinvent ourselves. We have to be first to market, customer service is key, our people are important, and value perception is super important. Our industry is known for prices higher than conventional, but Earth Fare has combatted this price perception by offering discounts, promotions, every day deals and a Healthy Rewards in-store loyalty program.

Also, we like to stay on top of the trends and are getting out in front on regenerative food and farming. We are closely aligned with the Plant Based Foods Association, the regenerative Land to Market program, Regenified and others. We continue to cultivate these relationships and often they’ll tell us about brands that we can explore.

In addition, one of the top trends we’re working on is ‘craft vegan.’ It’s a trend that was reported on in 2023 by New Hope Network, and in fact, I coined the term to describe the next generation of artisan-made vegan foods, including plant-based aged cheeses, dairy-free butters, deli meats made from mycelium-based Koji, and more. We are getting a handle on food waste, and our program Save & Stop Waste has diverted over half a million pounds of food from landfills over four years.

Personally, I like to forage at local farmers markets within driving distance of our stores. It’s a great way to find local producers and supports the communities. We can bring product to market faster than anyone else—from farmers market to shelf in as little as three weeks. I’m also a chef, so what lights me up about my job is supporting small emerging brands and see what they’re going to do next.

Earth Fare is bringing a full team to Newtopia Now, and we are planning to do something fun—however, it’s a secret for now! For us, it’s about connection, learning, team building and what’s on the horizon. I’m glad New Hope is doing more to directly link the buyers and brands with this first-time event.

Neil Sullivan, Co-Owner, St. Vrain Market

Located in Lyons, Colorado, the gateway to Rocky Mountain National Park, in a historic building that once served as a creamery in the 1800s, family owned and operated St. Vrain Market is well known in the area for its selection of natural, organic and specialty products, premium meats and fresh baked goods. Co-owner Neil Sullivan’s experience includes working at the former upscale Sutton Place Gourmet in Washington, DC.

My wife and I have owned St. Vrain Market for 16 years. It had been a grocery store for many years and has a 100-plus year history. The store was run down when we bought it, so we traveled around to visit independently owned, single-store retailers in northern California. We modeled a lot of what we do today on some of the things we saw coming out of these stores, including local sourcing. We also modeled the store as a European style market—you can shop here for the day’s or a few days’ needs.

We created a tagline when we launched St. Vrain Market: ‘Local and Fresh.’ We asked ourselves, how do you meet the needs of a local community by also supporting that local community? We source many products from fresh and local producers. We give the town something they can be proud of and the community has responded.

People know us best for our bakery—it comprises 20% of our revenue and we employ five full-time bakers—plus an all-natural deli and a very nice meat case. The produce we offer is almost all organic; we have a great dairy selection and we feature local and national brands.

We are far from a commodity player. When we look for supplier partners, we have a specific set of criteria. We’re looking for brands that share both beliefs and practices and can be a great partner for us. Clean ingredients, sustainable-focused packaging, conscious, mission-based businesses—we and other independent retailers are prioritizing these attributes over commodity pricing.

But, we also need entities such as New Hope Network to help us find those partners and sift through all that is out there in the broader industry. For us, Newtopia Now is helping to find the best ways to bring meaningful partnerships together and identify the brands that best align with our criteria. It will help cut through a lot of time and noise and not spin our wheels.

One of the trends we’re moving with is sustainable packaging in our foodservice and food preparation. We use compostable supplies almost exclusively. That’s the criteria I’m including in my Newtopia Now ‘dating profile.’ With Newtopia Now in the matchmaking business, it’s going to help me find suppliers that meet my dating profile.

Also, the event offers me an opportunity to get away from my business long enough as an owner-operator to get information outside of my store walls that I may not get otherwise. I’m also excited to engage at Newtopia Now with suppliers and partners that support minority owned businesses. Our mission statement at St. Vrain Market has nothing about food in it—it’s simply to build community. Our mission is to do well by doing good.

Kirstin Ratcliffe, Senior Category Manager, Beauty and Personal Care, Thrive Market

Thrive Market, based in Los Angeles, California, and founded in 2014, is the leading member-based online retailer offering natural, organic and regenerative products to healthy lifestyle consumers. Kirstin Ratcliffe is a featured presenter at Newtopia Now as part of a panel discussion, Leading Natural Living Buyers Tell All: Thrive, PCC and Bristol Farms, at 1:30 p.m. Monday, August 26.

Our mission at Thrive Market is to make healthy and sustainable living easy and affordable and for everyone. We work with the biggest companies in the natural space to up and coming independent brands. Providing our members value is true to the core of our mission—we want to give people access everywhere. So, when we are looking for brand partners, value and price are a part of it; it’s one of the first conversations we have.

Being a fully online business, a huge focus for us is to meet our members where they are and to provide convenience. Convenience is a big factor, and we keep that in mind when we are curating. We have a tight pulse on what our members are looking for, and always strive to bring the products they know and love directly to them via Thrive Market. We take the guesswork out of finding healthy products for their entire home, and aim to be that healthy and sustainable destination where they can buy their groceries, as well as their shampoo, body wash, vitamins, toothpaste, cleaning products, etc.

Another key area we hone in on is our standards. We restrict 1,000+ ingredients, including phthalates, parabens, petroleum-derived ingredients and others, which you can learn more about on our website. Certified organic is a first choice when we can; non-GMO is nonnegotiable. We are always seeking more sustainable alternatives, including packaging. With beauty and personal care products, we closely follow standards put forward by the Environmental Working Group (EWG), and we require testing (i.e. for heavy metals) for certain ingredients of concern. We will require certain testing, if needed. We also carry cruelty free brands and prioritize Fair Trade Certified, as well as those brands that support regenerative sourcing and farming.

We’ve always had a strong relationship with New Hope Network. We view its shows as a great way to connect with existing partners, discover new brands, create relationships with private label and third-party partners, and learn about what’s new and trending. We’re excited about the new experience that Newtopia Now offers, coming on the back of participant surveys to understand what they wanted from a show. The marketplaces, or neighborhoods, they’ve teased out is interesting and will provide an opportunity to see how products stand out against each other on the shelf. It’s also particularly important for us that a brand can stand out in an online environment. That’s what we’ll be looking for, as well as partners whose mission(s) aligns with our own.

Newtopia Now, New Hope Network's new trade show, is set for Aug. 25-28 at the Colorado Convention Center in Denver, Colorado. For more information and to register, click here.

Steve Hoffman 5/21/24 Steve Hoffman 5/21/24

Newtopia Now Unveils Programming Lineup for August

Featuring Dan Buettner, Carla Hall and Top Execs from Ulta, Sprouts, The Vitamin Shoppe & More

DENVER (May 21, 2024) – Newtopia Now, presented by New Hope Network, is proud to announce a sneak peek of its programming for the highly anticipated launch event, Aug. 25-28, 2024, at the Colorado Convention Center in Denver. Newtopia Now will revolutionize the landscape of conscious consumer packaged goods (CPG), offering attendees a curated experience focused on product discovery, insightful programming and intentional connections.

On-site programming will offer a wide range of sessions covering topics such as sustainability, diversity, retail practices and holistic wellness. Newtopia Now's content aims to educate and empower CPG professionals to navigate the evolving marketplace, drive positive change, and source the connections and resources needed to accelerate business needs.

This unique event introduces a "neighborhood" concept and distinctive marketplace, redefining the traditional trade show format and providing brands with innovative formats in which to showcase the latest initiatives and product offerings. Education will be organized across dedicated stages in each respective neighborhood.

Thrive, the ultimate destination for conscious health and vitality, will welcome keynote speaker Dan Buettner, American National Geographic Fellow and New York Times-bestselling author, to discuss Blue Zones insights and what it means for the CPG industry. Additional panels include nutrition and retail predictions with The Vitamin Shoppe CEO Lee Wright, a Buyerside Chat featuring leaders from across Whole Foods Market divisions and CPG Unwrapped with 10 innovative brands.

Represent, celebrating diversity and multiculturalism in CPG, will host Insights for Retailers Why Supporting Diverse-Owned brands Is Critical to Retail Success. Plus, during Your Roadmap to Success with Target, emerging and diverse-owned brands will learn what it takes to make it in the retail giant, which is increasingly focused on bringing direct-to-consumer brands into retail. From Legacy to Leadership: Black Culinary History and the Future of CPG will engage Adrian Miller, the James Beard winning cookbook author known as the "Soul Food Scholar," about how the CPG industry can preserve and advance the plant-based traditions rooted in Black food culture.

Regenerate, which will champion sustainability and environmental impact, hosts Cultivating Change: Retail Practices for Supporting Sustainable Brands and Agriculture, engaging the industry to learn best practices for partnering with environmentally friendly brands all the way down to the agriculture component, and How to Get Noticed by the Sprouts Forager Team, a conversation with one of the most innovation-forward accelerator groups in retail. Plus, the neighborhood will celebrate the culinary visionaries leveraging regenerative agriculture as a source of flavor and nutrition.

Glow, embracing the future of conscious beauty and holistic wellness, will invite chef and television personality Carla Hall to the stage to discuss the intersection of healthy aging, wellness and culinary excellence. One of the neighborhood's Buyerside Chats, Achieving Retail Success as a Conscious Beauty Brand: A Conversation With Ulta Beauty, brings Rick Burian, senior manager of supplier diversity from Ulta Beauty, to retailers. Additional sessions include Conscious Beauty's Glow Up: Merchandising for Values & Results-Driven Shoppers and the Glow Conscious Beauty Pitch Event, highlighting the top beauty and wellness innovators who will pitch their products and initiatives to a panel of CPG experts for a chance to win a brand-building prize package.

Additional leading retail establishments that will be featured in Newtopia Now programming include Fresh Thyme, Bristol Farms, PCC Community Markets, Thrive Market, Pop Up Grocer and more.
Registration for Newtopia Now, Aug. 25-28, is now open, but space is limited. To secure your spot and to learn more about the event, please visit www.newtopianow.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 a 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 www.informamarkets.com.

Media Contact
pr@newhope.com

Steve Hoffman 4/25/24 Steve Hoffman 4/25/24

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

Steve Hoffman 3/11/24 Steve Hoffman 3/11/24

Are You Expo Experienced? Insiders Share Tips for the Best Expo West

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

By Steven Hoffman

Natural Products Expo West, first launched in 1981 and held every year since, at the Anaheim Convention Center in Anaheim, California, is the world’s largest natural and organic products trade show. Spread across five days, this year’s event, held March 12th to 16th, is expected to attract more than 65,000 trade visitors and over 3,000 exhibiting companies.

For business leaders, founders, entrepreneurs, retailers and others in the natural channel, attending Expo West is considered essential. However, as it can be costly, time consuming and a bit overwhelming, we asked industry insiders and colleagues their favorite tips to make the most of the show. Read on for some helpful hacks to maximize your Expo experience.

Karen Farrell, VP of Brand Services, PRESENCE
First, be sure to visit PRESENCE’s Hospitality Room at Expo West, Room 210A, at the Anaheim Convention Center. Trade members are welcome to visit during show hours for snacks, beverages, a place to meet or take a break, and to catch up with Presence Marketing team members.

On a self-care level, realize that all the restaurants and coffee shops are going to be crowded, for breakfast, in particular. Consider putting together a Whole Foods Market (or other) order with some basics for your hotel room to be delivered the night you get there. That way, you can get some nourishment and avoid long lines. Also, throw a healthy snack in your bag for nourishment during the day. This helps avoid ‘trade show stomach.’ I only sample things I haven’t tried before — samples are meant to be samples, not lunch! Also, make restaurant reservations well in advance of the show, preferably within walking distance, if possible. And if you can, consider making hotel reservations for next year’s (2025) event as soon as possible, as hotel space near the convention center fills up fast and is always in demand.

Leanne Thorsson, Director of Health and Natural Foods, Traditional Medicinals
Set appointments in advance; everyone’s time is tight at Expo West, so if you’re not on the calendar, you may not get the meeting. There’s always excitement and an extra level of engagement at the show. Plan in advance what you wish to accomplish — if it’s to visit booths, make a plan of what you want to see. We schedule meetings with account executives, regional managers, and major retail, distributor, and other key partners. This year, we are meeting with two new export partners for the first time; the event gives us an opportunity to meet with them in person and say hello. The show is a great way to get that human interaction, make the connections, talk about some of the larger items, and then set the stage for future conversations. Also, be sure to make unplanned time to walk the show and let some magic happen.

Stacy Gangestad, Director of Sales Management, Gimme Seaweed
Working as an exhibitor on the brand side, none of us in sales ever want to leave the booth, so that makes for long days. Taking a walk each day and getting some fresh air beforehand helps set the stage for the rest of the day. Wear comfortable shoes and get the extra padding under the carpet for your booth. We’ve learned over the years that a lot of initial conversations happen, but not a lot of business decisions are made at the show. It’s all about the follow up from there.

Also, consider after hours networking opportunities at Expo West: Go out to dinner with brokers and retail partners; attend events where there may be opportunities to connect with key buyers and other decision makers. Sometimes, you might run into a key contact just by going to the Hilton and Marriott lobbies, where many gather after each day of the show. We exhibit in Hall E — it’s a great location and the days go by fast because of all the positive energy and great vibes down there.

Jonathan Lawrence, VP of Center Store, Fresh Thyme Market
I’m a huge fan of Expo West. It’s very impressive, but can be very intimidating, not only to retailers and new buyers but also to brands (especially new brands). Tip number one is to capture the retailer’s attention. First thing you want to do is share the highlights around your brand strategy, specifically, why did you create this product and what makes it different from other products currently on shelf.

Have a positive and open-minded attitude. Be open to having conversations with people at all levels. When you’re talking about your brand, your product, talk to everyone that will listen, because everyone’s a consumer. Your product could be the next new product they tell people about. They might be able to give you great feedback, they might be able to make a great connection for you. Talk to the other brands when you’re at your booth. Some of those best connections are the people right next to you. The natural foods community is all connected.

Be efficient with your time. There are thousands of brands out there, so you don’t get a lot of time. Make sure you’re prepared. Have your elevator pitch ready, have maybe a sell sheet and product samples ready. Make sure you’re engaging. Don’t be sitting back behind your booth. Don’t be on your phone, looking down. Act like you want to be there, enjoy it, enjoy the fact that you’re in front of all these people at the biggest trade show.

I would focus on new retailers or new people that you don’t have current relationships with. And then keep conversations going. Not everything happens on the trade floor – great connections can be made in hallways, in passing on the show floor, off the show floor and at dinner. Utilize all the time that you have. While you’re there, you’ll have plenty of time to rest when you get home.

As a retailer, once we get home, we’re exhausted. But then Monday comes around and it’s back to work. Take a little time, but then make sure you’re following up. I would say a personalized note, don’t just send a canned email, that’s not very personal, it doesn’t show that you took the time to connect after. Send samples, I would say between a week to two weeks after. If it goes further than that, it might not be top of mind anymore. So, make sure you act fast.

Benji Fitts, Director of Growth Strategy, SPINS
So, you’re at your booth, spent a lot of money to get to Expo West, you’re meeting people, shaking hands, all that sort of fun stuff. And you’re going to need this little piece of paper, your sell sheet, to talk about your product.

There are just some simple things that you can do to make sure that your sell sheet looks good. First of all, it’s usually a piece of paper, 8½” by 11”, usually double-sided. You don’t have a lot of visual real estate so really, this has to be an amalgamation of the best things that you could possibly say about your product. Be brief, be succinct, and get the message across. Second, if you have the sell sheet in front of you, squint your eyes at it and if the biggest, most unique thing about your product, or whatever message you’re trying to convey, isn’t immediately apparent, then it needs to be fixed.

These shows are really all about discovery, finding out what’s new, what’s next. If this is what’s driving your product, is what is differentiated, innovative, what’s new and fresh about whatever you’re making, make sure that’s the primary message that a user is going to receive whenever they pick up one of these pieces of paper.

The storytelling element is really what drives a lot of the passion behind things. It’s a very passionate group of buyers, it’s a passionate industry, so lean into that a little bit, right? Make sure you’re highlighting sustainability and the key differences between you and the competition. It’s also smart to sometimes talk about your distribution partners or other people who you are already partnered with … and don’t forget to put your contact info and a call to action. Don’t just put a name and a phone number on there, but say, ‘Give me a call and let’s do business together.’

Allison Salvati, VP, Compass Natural; Former Marketing Lead for Bhakti Chai and noosa yoghurt
If you’re an exhibitor, you’ll want to collect contact information from as many people as you can who visit your booth. It’s up to you to collect that data; New Hope won’t share attendee or exhibitor contact lists. As such, it is recommended to purchase one or more seats on Expo West’s lead retrieval app. With it, you can scan badges using your smartphone camera, and at the end of the show, download contact info for every individual you and/or your team scanned. Also, consider cost-effective opportunities to amplify your brand at the show, including applying for a NEXTY Award for your new products, displaying in the New Products Showcase, and considering some of the more budget-minded sponsor opportunities for brands at Expo West, such as the Retailer’s Early Access Box. Check in to your Expo West Exhibitor Hub dashboard often so you don’t miss important deadlines, such as shipping to the show. Take advantage of Expo West social media tools, too, to promote your exhibit at the show.

Jim Slama, Managing Director, Naturally Chicago
Expo West is the big kahuna of trade shows in the natural products industry. Last year 65,000 attendees came to visit the booths of 3,000 vendors showing their wares. For brands, there is no better place to connect with retail buyers.

Michael Movitz, Co-Founder, Brandjectory; Managing Partner, The Movitz Group
My advice would be to attend as many social events as possible to network, network, network! I also suggest using a digital business card like Blinq or Flowpage. They’re easy to use, environmentally friendly and, in addition to contact information, can include links to your website, social media profiles and other online resources. Also, don’t forget to fully charge your devices and bring a portable phone charger – trade shows can be draining on your device’s battery, and having a backup charger can be a lifesaver.

Kelly Miano, Brand Strategy, Innovation and Launch Leader
Follow up. All of those connections you made are great but all that is forgotten if you don’t follow up in the weeks/months following Expo. Be selective in your sampling — try not to go back and forth between savory and sweet, your stomach will thank you. Drink more water than you think you need. It will help with headaches and you won’t be so tempted to try every sample. It’s easy to get sensory overload; it’s OK to take a break when you need it. Expo can be stressful — we’re on little sleep, excited, nervous, under pressure to land a sale. Everyone is trying to pack in as much as possible into a few short days. Assume positive intent, be gracious and kind. This is our industry, we are what we make it.

This article is based on personal interviews with industry leaders; a seminar hosted on Feb. 7, 2024, by New Hope Network and Naturally Boulder entitled “Beyond the Booth: A Blueprint for Creating Unforgettable Tradeshow Experiences”; and a Feb. 15, 2024, webinar hosted by Naturally Chicago, “Master Your Retailer Sell Story for Expo West.” You can access the Naturally Chicago webinar recording here.

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.

Steve Hoffman 2/5/24 Steve Hoffman 2/5/24

From Dry January to Sober October, Non-Alcoholic Beverage Trend Extends Throughout the Year

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

By Steven Hoffman

From Dry January to Sober October, sales of adult-oriented, non-alcoholic beverages are taking off throughout the year, as Gen Z consumers, older health-minded individuals and others increasingly prioritize wellness and moderation in their drinking habits.

With New Year’s resolutions in mind, sales of non-alcoholic (NA) beverages consistently surge at the beginning of the year, when many adults take a break from drinking during what has become known as “Dry January.” However, according to Nielsen IQ, non-alcoholic drinks “are now a staple during all major drinking holidays, especially the 4th of July and year-end celebrations,” Fox Business News reported in September 2023.

As more Americans embrace alcohol-free options, sales of non-alcoholic beer, wine and spirits at off-premise locations such as grocery stores increased 31% to $510 million in the 12 months ended July 29, 2023, Nielsen IQ reported. While NA beer dominates the segment with 86% of the market share, followed by NA wine at 11%, alcohol-free spirits, which comprise only 3% of the category, saw sales grow by 94% over the previous year. Non-alcoholic adult beverage sales grew by double digits in terms of dollar amount spent, and five states —California, Colorado, Massachusetts, Michigan and Ohio — accounted for 30% of the total amount.

Retailers, manufacturers, restaurants, bars and others are capitalizing on this trend by offering more non-alcoholic options, including “mocktails” and mixers that can be enjoyed with or without alcohol. Products are proliferating, such as booze-free beer and wine, functional beverages made with adaptogens, nootropics and other botanical and nutritional ingredients, energy drinks and other adult-oriented drinks made to take the place of cocktails and spirits.

According to Beverage Daily, online seller Drizly reported that there were over 80% more non-alcoholic brands available on its platform in 2023 compared to the previous year. Today, consumers can opt for many innovative beverages beyond the timeworn choices of a few non-alcoholic beers, seltzer water, conventional soda or juice as the only alcohol-free options.

While still representing only 1% of the overall alcoholic beverage market, such robust growth in the popularity of NA beverages inspired the formation of a new trade association, dryly named the Adult Non-Alcoholic Beverage Association (ANBA), launched in 2021 and based in Washington, D.C. Together with New Hope Network, in September 2023 ANBA sponsored a pavilion at Natural Products Expo East devoted to brands specializing in NA adult beverages including sparkling wine, canned cocktails and IPAs.

Gen Z Drives Reduced Alcohol Consumption
America’s younger Gen Z demographic is leading the way in reducing alcohol consumption. The share of adults aged 18 to 34 who say they drink dropped 10%, from 72% in 2001-03 to 62% in 2021-23, according to a Gallup poll published in August 2023.

“Younger adults are drinking less alcohol — and it has been moving in that direction for two decades,” said Akhil Anand, M.D., of the Cleveland Clinic. There are a lot of theories as to why, including increased mental health awareness, healthier lifestyles, education and possibly increased cannabis use, though binge drinking is still a concern among younger adults, Anand noted. “When people give up drinking, even for a month, they often note that they feel better,” Dr. Anand said. “That’s not by coincidence.”

Yet, the majority of people who buy non-alcoholic beverages actually do drink, Marcos Salazar, CEO of the Adult Non-Alcoholic Beverage Association, shared with New Hope Network. According to Salazar, recent data revealed that 94% of non-alcoholic beverage consumers do drink alcohol. They purchase alcohol-free products because they embrace moderation, or they appreciate the products’ flavors or, when they entertain, some guests don’t drink, or all three, he said.

For Laura Taylor, founder of Mingle Mocktails, one of the fastest-growing brands in the NA sector, her challenge was how to feel included at social gatherings while choosing not to drink. Taylor quit drinking nearly 10 years ago after a battle with alcoholism, she shared with Forbes in November 2023. Experimenting with juices and mixers, Taylor in 2017 created a line of sparkling mocktails targeted toward women, available in ready-to-drink cans and bottles. “I wanted everyone to feel included and proud of their choice to give up alcohol instead of feeling like it was something to hide,” Taylor told Forbes. “Mingle Mocktails were created for anyone who chooses to give up alcohol for a night, a week or as a lifestyle choice but still wants to feel part of the party.”

“As consumers’ beverage preferences change, functional benefits and exceptional product quality are more important than ever,” said Alex French, co-founder and CEO at Bizzy Cold Brew. “At Bizzy, we’re strategically positioned to meet evolving beverage trends quickly while remaining true to our brand promise of caffeine strength.”

“We’re hearing it daily — ‘I quit drinking, and instead I reach for a Sati.’ It’s what we want to hear; we are a replacement for alcohol,” said David McLaughlin, founder of Sati Soda, maker of certified organic beverages containing functional ingredients such as ashwaganda and rhodiola, as well as a line of CBD-infused sparkling beverages. “We are seeing athletes, celebrities, musicians and other influencers opting for non-alcoholic alternatives. They’re saying, ‘I’m treating myself better and you don’t have to drink to be cool. Now I can drink something and feel good, and wake up feeling great.’ While functional beverages are still in their infancy (even though there are a lot of us in the space!), I don’t see this trend going back. Dry January is spilling into the rest of the year, is what’s happening,” McLaughlin observed.

Where to Merchandise NA Beverages?
For retailers, where to locate category-crossing NA beverages can present some challenges. Many merchandisers place NA beverages in the grocery section near sodas, waters and functional beverages, as well as in refrigerated cases, as opposed to the alcoholic beverages section, so shoppers who don’t drink alcohol will feel more comfortable. Grocers also worry that shoppers in the alcohol section might accidentally buy non-alcoholic products and be disappointed.

“There was some confusion about where we should place products in stores,” Beth Johnson told Douglas Brown at New Hope Network. Johnson is the senior category manager at PCC Community Markets in Seattle. As people were emerging from the pandemic, she decided to create a separate non-alcoholic set. “It’s working for us. At first, it was just one shelf, but now it’s like three,” she added.

For food service, restaurants, bars, hotels and event producers, “the profit potential of mocktails cannot be underestimated,” according to Shivani Vora, contributor to Forbes. “While the cost of ingredients for alcoholic cocktails can be high, mocktails are typically made with less expensive components, meaning higher profit margins for every mocktail sold. Only adding to that profit potential is the fact that patrons are generally willing to pay a similar price for mocktails as they would for alcoholic cocktails, making them a lucrative addition to menus. … By serving mocktails, bars and restaurants can expand their customer base and increase the likelihood of repeat business from a diverse range of patrons. This approach enhances customer loyalty and patronage among those who appreciate a venue that respects their choices.”

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.

Steve Hoffman 12/18/23 Steve Hoffman 12/18/23

In Memoriam: Dale Kamibayashi, May 4, 1951 – Nov. 4, 2023

This article first appeared in Presence Marketing’s November 2023 newsletter.

By Steven Hoffman

Longtime natural products industry veteran and former Presence Marketing team member Dale Kenji Kamibayashi passed away on Nov. 4, 2023, at age 72. A beloved husband, father and family man, Dale was a valued community member, a friend to all, and a highly respected and admired colleague to many in the natural and organic products industry. Dale was an important member of our community and will be deeply missed.

From his roots in the late 1970s as the co-owner with his wife, Lisa, of a small natural foods retail store in the mountain town of Nederland, just west of Boulder, to serving as manager and purchasing director for the iconic Alfalfa’s Market, plus leadership roles in Cascadian Farm, Ceres, Rapunzel Organics and other leading companies, Dale was a strong advocate for healthy lifestyles. In 2019, Naturally Boulder honored Dale with the “Industry Leader/Community Champion” award for his vast contributions to the natural products industry and Boulder community.

Steven Hoffman (left) and Dale Kamibayashi.

Read on, below, for some shared memories of Dale Kamibayashi from some industry members and colleagues who knew and loved him best. To read more tributes and to share your memories of Dale, visit Dale’s memorial web page here, and please consider donating to his family’s GoFundMe page.

Lani Kamibayashi (Dale’s daughter, on behalf of the Kamibayashi family)
Our father was the hardest worker I knew, and our family grew up and lived for my dad’s passion. My brother Kenji and I grew up in Alfalfa’s Market; we ran around that store like we owned it. I loved it — I have so many great childhood memories of that store and the people who worked with my parents. Dad instilled our love of food and healthier eating styles that remain with us today. I am so proud of what he did and accomplished within the industry and am so fortunate to be his daughter. My family is overwhelmed with the support and generosity from all. Dale (Dad) was a remarkable leader, husband, and father for us and it’s just not going to be the same without him. We would be forever grateful if you ever had the chance to meet or know our father to keep a memory in your heart, thank you.

Chris Lobo, EVP, Presence Marketing
I worked at Alfalfa’s in the early ‘90s, mostly while I was completing grad school at the University of Colorado. During my time at Alfalfa’s, I worked in the Grocery Department and Dale K. was the Store Manager. For a time, I worked the opening shift, which meant assuring shelves were stocked and faced, and topping off the bulk bins – all before the doors opened.

That is also the period I met Michelle, my wife, who started as a cashier and also was on the opening shift. During the days Michelle and I dated, I would be in the back of the store trying to sweep up about a hundred different beans and grains that had spilled, before the “opening bell.” Michelle would often sneak back and we would quickly make out (I have no idea how dated that term is, but that is how we started a handful of mornings).

One particular morning the GM at that time, who was an uptight sort, caught us and threatened a write up. Well…that write up never came my way. I have no paper trail of who intervened, but it had to have been Dale, who was on site that day and who smilingly turned a blind eye many times to our very human practice.

I honored, respected, and cared a great deal for Dale K. as a colleague…but much more as a warm and wonderful human. RIP Dale.

Mark Retzloff, Co-Founder and Former CEO and Chair, Alfalfa’s Market and Horizon Organic Dairy, and Co-Founder of Greenmont Capital Partners
Like so many, I am shocked and grieving Dale’s passing. Dale was a brother, best friend, confidant, partner, and an example to me. I am heartbroken, as is my wife, Terry. However, I want to ensure we honor Dale appropriately. We must all remember and appreciate Dale’s legacy of treating everyone with respect, kindness, and always giving his full attention. His style of leadership should continue to be an inspiration to us all.

I have been fortunate to have known Dale for 43 years. I hired Dale in 1982 to manage our first Alfalfa’s Market store in Boulder. Dale was quickly beloved by all Alfalfa’s employees and hundreds in the community. A hallmark of Dale’s was how well-liked he was in the natural and organic movement and industry as well as on a local, state and national level.

In 2019 when Dale received Naturally Boulder’s “Industry Leader/Community Champion” award, Joan Boykin had this to say about her old friend and coworker: “Dale is a prince among men, a person of inestimable value to the community. He is known for his fair, diplomatic, understated, and generous leadership style and admired by all who know him.”

The last two times I saw Dale was at my 75th birthday in September and at our Naturally Boulder Legacy gathering. He was so Dale – that generous smile, that immediate warmth, and that always caring communication. Dale was a gem and his many life lessons will now shine through the hundreds he has touched.

I write this tribute from Kauai where I am grieving big time. I took a long walk on the beach to consider what is really important in life. Ultimately, we are all just grains of sand, and we each count ourselves tremendously grateful for friends like Dale in our lives. Too briefly, but beautifully gracing our lives.

While many of us will be absorbing this profound loss to our community, I implore each of us to send love and support to Dale’s wife, Lisa, and his children Lani and Kenji. Please consider supporting Dale’s family through their GoFundMe.

Joan Boykin, President, Boykin Consulting, Former Executive Director, The Organic Center, and Former Director of Marketing for Alfalfa’s Market, Celestial Seasonings, New Hope Network and Fresh Produce Sportswear
Dale was a consummate professional, an expert in retail operations and merchandising, and with a keen eye and mind for marketing, too. Yet, as I reflect on Dale’s contributions to the industry, it wasn’t so much about all he did, but about the manner in which he did it. He was calm and unruffled in every imaginable situation — always finding solutions to vexing problems — and I never heard a harsh word from him. I’ll remember him always for his kindness and warmth and will miss him dearly, as will countless others in our community.

Lyle Davis and Sylvia Tawse, Veterans of Alfalfa’s Market and Founders of the Fresh Ideas Group and Pastures of Plenty
When asked to describe Dale K. (everyone called him that!), Lyle Davis, who worked with Dale for nearly 18 years, said, “Sweet and steady – that was Dale I never once saw him angry or agitated.” Sylvia R. Tawse, who also worked with Dale at Alfalfa’s Markets and remained friends beyond the Alfalfa’s era, remembered working as a Marketing Manager at the Boulder store and being overwhelmed with local nonprofit requests for donations. She went to Dale to seek solutions to a tidal wave of requests. “I’ll always remember Dale’s calm and wise response. He said, ‘We just always find a way to say yes to our community.’ This lesson in generosity and inclusion has inspired and guided my decisions for three+ decades.”

Sylvia also remembers working on a ‘Healthy Choices’ newsletter story with Dale to share his family’s New Year’s recipes and traditions. Dale teared up respectfully when unveiling his grandparents’ story – a challenging time when they were interned up near Fort Collins. The recipe? A most generous New Year’s Eve soup with generous and warming ingredients. Just like Dale.

The last time Sylvia saw Dale K. was at a Naturally Boulder gathering in early October. She is forever thankful to have seen him with his iconic warm smile, and to have a big bear hug with him. All of the Alfalfa’s family and our natural and organic products industry benefitted from Dale K., and we still do. His legacy of managing through calm kindness lives on.

John Hay, Co-Founder, Celestial Seasonings
Having worked with Dale on and off over the past 40 years, I can truly say he was a very special human being. He knew all about the natural and organic food industry and had key relationships with most all of the folks in that world. Dale was a people person, and his positive and gracious personality was his greatest strength. He genuinely cared about your product, your business, but most of all about you, and that is why he was so successful throughout his long career.

Blair Kellison, Former CEO, Traditional Medicinals*
The natural foods industry’s culture of kindness and respect was set early in its inception by exceptional individuals like Dale. He embodies everything about the culture that makes our industry so special. He had a way of making each of us feel we were his favorite. I am lucky to be one of those people. The enduring nature of the HNF industry’s culture is the greatest testament to Dale’s memory. Godspeed Dale.

Bill Capsalis, Natural Products Industry Veteran and Former Executive Director, Naturally Boulder
Dale K. was a friend of mine … actually he was a friend to everyone he met. I had the pleasure of knowing him for more than 20 years as a member of the Naturally Boulder community. He would always make time for me or any of the new brands I was helping (including one I was running) to review the products and provide feedback and support. He never turned anyone away from his door while at Alfalfa’s and later at Presence Marketing. He was always kind and positive every time we saw each other. A few years back we recognized Dale with Naturally Boulder’s Community Hero Award, which was well deserved. He will be missed by so many people here and across the industry.

Debbie Wildrick, President, Frey Farms, Former Strategic Advisor, Beyond Brands, and Former CEO, BAZI Inc.*
To Dale’s family, I was deeply saddened to read today about Dale’s passing. My deepest condolences. Dale worked for me for several months when we were building a source water from Brazil. I was just speaking to my business partner the other day (just a couple of weeks ago). And, he said, “Do you remember when we all in Naples for a meeting and went to have sushi and Dale taught us how to properly eat with chopsticks?” I later moved to Denver and saw Dale often at events, especially Naturally Boulder. A very wonderful man.

JJ Rademaekers, Founder, Cocomels*
Dale was such an amazing introduction to this industry for me. When I started Cocomels at the Farmers Market, Dale was the first local buyer to express interest. Not only did he bring Cocomels into the store but he offered his time and insights so that I could understand what I was getting into and how to do it. After that, we’d meet occasionally and I’d ask a barrage of questions and he’d always give me his attention and time. He became a friend and ally in the industry and I always enjoyed bumping into him at events or shows. I’m so sorry to hear of his passing. He was a great guy who really showed interest and support for me and my journey. I will always be appreciative. Much love to his family and friends.

Steve Ehli, Natural Products Industry Veteran and Former Team Member, Presence Marketing
I met Dale in the late ‘70s and we stayed in touch through the decades. I was so pleased we got to spend several years working for the same company at Presence Marketing until I retired at the end of 2021. A kind soul and a consummate professional who dedicated his life’s work in service to grow our industry. Dale will be missed by many. The world needs more like him! My thoughts and prayers are with his family.

Kelly Shea, CEO, Shea & Associates, Former SVP of Government & Corporate Affairs, Charlotte’s Web and White Wave Foods, and Former VP of Sustainability, Sales & Trade Relations for Danone
I often saw Dale outside of his day job. His passion for “giving back” was legendary. His decade-plus volunteering on the Organic Trade Association’s annual campaign, and his passion for Boulder’s Community Food share showed Dale’s big-hearted spirit of charity. What a man! The world was better for Dale Kamibayashi in it. I went to university in Japan and spoke a little Japanese. I shared with Dale that I thought his last name must mean “bridge of God.” I imagine him walking that now.

Steve Terre, Natural Industry Veteran and Former VP of Sales, Traditional Medicinals
Sayonara Dale-San
We mourn the premature departure of a beautiful human being
His countenance
Was calmness
His bearing beneficent
His mode passionate and considerate
His smile luminous
His greeting warm and generous of spirit
Godspeed my brother on your next journey
You will be sorely missed
Too soon gone!!!

* Source: Dignity Memorial. Read more shared memories of Dale Kamibayashi by his family, colleagues, friends and community at Dignity Memorial.

Steve Hoffman 10/9/23 Steve Hoffman 10/9/23

Cracking Down on Fraud: USDA Organic Enforcement Rules Take Full Effect in March 2024

This article first appeared in Presence Marketing’s September 2023 newsletter.

By Steven Hoffman

Organic food is big business in the U.S. – sales of organic products topped $61 billion in 2022 – and the certified organic label fetches a premium price for producers. So much so that fraud from both domestic and imported sources had become a major concern among organic industry business owners, investors and advocates.

That’s why such leading organizations as the Organic Trade Association (OTA) and others applauded the U.S. Department of Agriculture (USDA) when, earlier this year, the agency announced the Strengthening Organic Enforcement (SOE) final rule, which is set to be fully implemented and enforced in March 2024.

Representing the biggest change to organic regulations since the passage of the Organic Food Production Act in 1990, the SOE Rule was created to crack down on organic fraud. The new rule provides “a significant increase in oversight and enforcement authority to reinforce the trust of consumers, farmers, and those transitioning to organic production. This success is another demonstration that USDA fully stands behind the organic brand,” Jenny Lester Moffitt, USDA Under Secretary for Marketing and Regulatory Programs, said in a statement.

“The rule closes gaps in current organic regulations and builds consistent certification practices to prevent fraud and improve the transparency and traceability of organic products. Fraud in the organic system – wherever it occurs – harms the entire organic sector and shakes the trust of consumers in organic. This regulation will have significant and far-reaching impacts on the organic sector and will do much to deter and detect organic fraud and protect organic integrity throughout the supply chain,” OTA said in support of the new rule.

Liz Figueredo, quality and regulatory director at organic certifier Quality Assurance International (QAI), based in San Diego, California, told Nutritional Outlook in July 2023 that the new SOE Rule closes supply chain loopholes that existed in previous regulations. The new rule requires organic certification for all parts of the supply chain, including handlers and suppliers who were previously exempt, she said.

“This means that certifiers can no longer depend on documentation from uncertified handlers, which was often lacking, to verify the organic status of products. The rule also includes fraud-reduction techniques, such as requiring an Import Certificate for any organic ingredients or products imported into the U.S., which provides the total volume or weight of the imported products,” Figueredo said.

Who Is Affected by the New SOE Rule?
According to USDA, the SOE Rule may affect USDA-accredited certifying agencies; organic inspectors; certified organic operations; handlers of organic products; operations considering organic certification; businesses that import or trade organic products; retailers that sell organic products; and organic supply chain participants who are not currently certified organic.

Exemptions are limited to a few low-risk activities such as very small operations; certain retail establishments that do not process; storage and warehouse facilities that only handle products in sealed, tamper-proof containers or packages; distributors that only handle final retail-packaged products; and customs and logistics brokers that do not take ownership or physical possession of organic products.

However, exempt operations must still follow all other applicable portions of organic regulations, including co-mingling and contamination prevention, labeling requirements and record keeping. Transporters that only move organic products between certified operations, or transload between modes of transportation, do not need to be individually certified, but are the responsibility of the certified operation that loads or receives the product.

To see if your business is affected and for more information, visit the full text of USDA’s SOE Rule in the Federal Register. OTA, too, has a resource page with extensive information regarding preparing for full compliance with the SOE Rule, along with exclusive training materials for association members. OTA also offers a questionnaire for businesses that may not be sure if they need certification.

What Does the SOE Rule Do?
According to USDA, “SOE protects organic integrity and bolsters farmer and consumer confidence in the USDA organic seal by supporting strong organic control systems, improving farm to market traceability, increasing import oversight authority, and providing robust enforcement of the organic regulations.”

Key updates include:

Requiring certification of more of the businesses, like brokers and traders, at critical links in organic supply chains.
Requiring NOP Import Certificates for all organic imports.
Requiring organic identification on non-retail containers.
Increasing authority for more rigorous on-site inspections of certified operations.
Requiring uniform qualification and training standards for organic inspectors and certifying agent personnel.
Requires standardized certificates of organic operation.
Requires additional and more frequent reporting of data on certified operations.
Creates authority for more robust recordkeeping, traceability practices, and fraud prevention procedures.
Specify certification requirements for producer groups.

“SOE complements and supports the many actions that USDA takes to protect the organic label, including the registration of the USDA organic seal trademark with the USPTO. The registered trademark provides authority to deter uncertified entities from falsely using the seal, which together with this new rule provides additional layers of protection to the USDA organic seal,” USDA said.

For producers wanting to learn more about navigating and adhering to these new requirements, the Western Growers Association in partnership with the Organic Produce Network will host a session at its upcoming Organic Grower Summit, Nov. 29-30, 2023, in Monterey, California, entitled “The SOE Deadline Looms–Are You Ready?” The seminar is designed to help growers better understand the upcoming rule changes, which will affect producers, distributors, handlers and importers.

In addition, organic industry and policy veterans Gwendolyn Wyard and Kim Dietz recently founded Strengthening Organic Systems, an advisory firm focused on helping businesses with organic fraud prevention, supply chain investigations and compliance with USDA’s organic anti-fraud regulations.

USDA Launches Organic Integrity Database Module – Organic Insider

Tighter Rules Now in Effect for USDA Organic Seal of Approval – Cosmetics and Toiletries News

Strengthening Organic Enforcement USDA Rule – California Certified Organic Farmers

USDA Bolsters Consumer Confidence in Certified Organic Products with New Enforcement Rule – New Hope Network

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.

Casey Gaston, Executive Leader, Local and Emerging Brands, Center Store, Whole Foods Market

Darren Viscount, Senior Natural Living Category Manager, Bristol Farms

Phillip Nabors, Co-Founder, Mustard Seed Market & Café

Scott Romano, Vice President, Forager, Sprouts Farmers Market

Mitch Orland, Senior Vice President of Merchandising and Marketing, Earth Fare

Neil Sullivan, Co-Owner, St. Vrain Market

Kirstin Ratcliffe, Senior Category Manager, Beauty and Personal Care, Thrive Market

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