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 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 6/12/23 Steve Hoffman 6/12/23

Compass Coffee Talk Podcast to Feature Ibraheem Basir, Founder & CEO of A Dozen Cousins

Compass Coffee Talk™, a popular live webinar series featuring conversations with business leaders in the natural, organic and sustainable products industry, welcomes Ibraheem Basir, founder & CEO of A Dozen Cousins, a top Black-owned natural food brand.

What: Compass Coffee Talk™
When: Wednesday, July 19, 2023, 8:30 am PT; 9:30 am MT; 10:30 am CT; 11:30 am ET
Presented by: Compass Natural, Connecting Media and Markets in Natural and Organic Products
Sponsored by: Presence Marketing, Naturally Boulder, Naturally New York and Naturally San Diego
Register: Register for Free Here

BOULDER, CO (June 15, 2023) —Ibraheem Basir, founder and CEO of A Dozen Cousins, a natural food brand making beans, rice, sauces and more, will appear on July 19, 2023, on the popular Compass Coffee Talk™ podcast, which features lively conversations with natural products industry leaders, innovators and experts designed to help guide entrepreneurs and businesses to succeed in the market.

A Dozen Cousins, whose offerings hark back to the traditional Creole, Caribbean and Latin American dishes that Basir enjoyed in his childhood in the culinary melting pot of Brooklyn, N.Y., is named after Basir’s daughter and her 11 cousins.

Basir grew up in a large family where food was at the center of all celebrations and gatherings. After observing a gap in the market for authentic, nutritious cultural foods, Basir launched A Dozen Cousins to provide the comforting, flavorful recipes he grew up eating with his family. The brand’s flagship beans have become the No. 1 item in their category on Amazon and are sold nationwide at retailers including Whole Foods, Sprouts and Target, among others.

Hosted by natural and organic products industry veterans Bill Capsalis and Steven Hoffman, Compass Coffee Talk is produced by Compass Natural Marketing, a leading public relations, branding and business development agency serving the natural, organic, eco-friendly and hemp products industries. Capsalis and Hoffman will interview Basir to learn more about his and his company’s story.

Helping the Natural Foods Industry Evolve
Basir is a passionate advocate for Diversity, Equity and Inclusion in the consumer packaged goods industry and seeks to help the natural foods space evolve and grow to reflect the diversity of the United States. He is a founding board member of Project Potluck, a nonprofit that provides a range of mentorship and education programming in support of its mission to help people of color build successful companies and careers in the CPG industry.

Basir holds a BA from the University of Pennsylvania and an MBA from the university’s Wharton School of Business. He lives in Los Angeles with his wife and daughter.

Project Potluck
While breaking into the natural and organic products industry isn't easy for anyone, Black, Indigenous and other people from diverse racial and ethnic backgrounds can find it especially challenging to attract investors, find the right co-packers, refine recipes and garner placement on retail shelves. Enter Project Potluck, established by Ibraheem Basir, CPG veteran and founder and CEO of A Dozen Cousins, a leading Black-owned natural food brand, to provide the support that minority entrepreneurs in the natural products space need to succeed. In March 2022, Project Potluck won New Hope Network’s inaugural Justice Award for its efforts to promote justice, equity, diversity and inclusion in the natural and organic products industry. Read about the organization in Forbes magazine.

Register for Compass Coffee Talk with Ibraheem Basir
Register here for free to participate in the upcoming Compass Coffee Talk, Wednesday, July 19, 2023, 11:30 am – Noon ET.

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.

Previous Episodes of Compass Coffee Talk
View the entire library of Compass Coffee Talk episodes on YouTube. Co-hosted by natural products industry veterans Steven Hoffman and Bill Capsalis, Compass Coffee Talk has featured notable professionals such as Jared Polis, governor of Colorado; Steve Hughes, co-founder of Sunrise Strategic Partners; John Mackey, CEO and co-founder, Whole Foods Market; Miyoko Schinner, CEO and founder, Miyoko’s Kitchen; John Foraker, CEO of Once Upon a Farm; Emerald-Jane Hunter, founder of the MyWhy Agency; Heather Terry, CEO of GoodSAM; Milton Zimmerman, executive vice president, Presence Marketing; Jennifer Maxwell, founder and CEO of JAMBAR®, and more.

Contact
Steven Hoffman, Compass Natural, steve@compassnaturalmarketing.com

Steve Hoffman 3/4/23 Steve Hoffman 3/4/23

Creating the Silicon Valley of Natural Food: Q&A With Entrepreneur Steve Hughes

In 1997, Steve Hughes was named CEO of Boulder, Colo.-based Celestial Seasonings tea company. Although he came from a conventional food background, Hughes quickly saw the potential of the natural foods movement—and he realized that Boulder was one of its epicenters. Along with local first-generation natural products company founders like Steve Demos and Mark Retzloff, Hughes was instrumental in turning Boulder into what he calls “the Silicon Valley of natural and organic food.”

For more than 25 years, Hughes has helped build some of the natural products industry’s iconic brands. After leaving Celestial Seasonings, Hughes moved on to serve as CEO of Frontier Natural Products. He then built Boulder Brands, which launched EVOL Foods, Udi’s, Smart Balance, Earth Balance and other brands. Seven years ago, Hughes founded Sunrise Strategic Partners, which is now one of the leading investment firms in the natural channel.

*Steve Hughes, CEO & co-founder of Sunrise Strategic Partners.*

At Sunrise, Hughes identifies and invests in brands in trending categories that are transforming the healthy, active and sustainable-living space. Sunrise recently merged two companies in its portfolio—Teton Waters Ranch and Sun Fed Ranch—to create the industry’s leading grass-fed/finished-beef platform dedicated to regenerative agriculture. Other Sunrise investments include Maple Hill Creamery, which produces 100% grass-fed, organic dairy products, and Kodiak Cakes, which produces whole-grain, high-protein pancake and waffle mixes.

Hughes recently reminisced about his experience in the natural products industry and shared his predictions about the future on the podcast Compass Coffee Talk, co-hosted by industry veterans Bill Capsalis and Steven Hoffman and sponsored by PRESENCE Marketing, Naturally Boulder, Naturally San Diego and Naturally New York.

Read on to learn more about Hughes’ perspectives on brand building, hot investments in the natural products space, regenerative agriculture, the top components of a good business model and more.

Q: Over the years, you’ve really kept your eye on how to build brands, how to consolidate and scale, and how investments and economics affect the natural products marketplace. How is all of that going so far in 2023?
For 25 years, there was nothing but capital, increasing almost every year. If you had a good idea, you could probably get some funding to get started. But what happened last spring was that the pendulum kind of swung back the other way. People were less prepared to invest in companies that maybe had a great idea but not a great business model.

There are a couple of reasons why this happened. First of all, the Fed started making money more expensive. And then there was a lineup of natural brands that went public, like Beyond Meat, Oatly, Tattooed Chef. They came out of the box trading well above their IPO price, but they were businesses that had great top lines without very good business models. They were losing money, and they’re now trading 95%, 90% below their IPO price. That has really cooled off investors looking to take the big swing at high-growth, not-great-business-model kind of companies.

Before, this capital was pretty patient. They’d invest in a company, and if that company was losing money but the business was growing, they’d keep funding the business. But that changed pretty dramatically pretty quickly. I think there’s a little bit of retrenchment now, and I think it’s going to be with us for a while because interest rates are not going down anytime soon. They’re probably going up.

Q: What does that mean for natural products companies looking for investors currently or in the near future?
I think when you look at the lineup of companies that went public in 2020 and 2021 and how they’ve performed in the public space, it’s given investors a real pause about, OK, what are the rules? What has to happen for a company to be successful today? I think the answer is a bit different than it was a year or two or three years ago.

If you’re a company that’s got some scale and making money, I would just be really prudent now and be patient and grow and protect your bottom line. But if you’re a smaller company that isn’t cash-flow positive, you’ve got to get cash-flow positive. You’re not going to get funded, or if you do get funded, you’re not going to like the terms of that funding.

I think what we did with Teton and SunFed Ranch is a good example. These are two pretty good-sized companies, at about $60 million each. They had just turned profitable, but we figured if we put the two of them together and created Grass Fed Foods, we’d end up with a $120 million business growing 30% plus, making good money.

That’s one model. The other model I call “safety in numbers.” If you're a smaller company that’s underfunded, is losing money and can’t get funding, think about other brands in your category that are complementary and are facing the exact same issue. Could they or should they be trying to merge? I think that’s going to be the theme over the next 18 months—call it the mini-merger, where you get two or three small companies in the same category that together are profitable.

Q: Grass Fed Foods just recently launched. Can you tell us more about how it came about?
We invested in Teton Waters Ranch, which was grass-fed hot dogs and dinner sausages, six years ago. They were sourcing most of their raw material out of Tasmania, which is the ideal place in the world to get grass-fed meat. We built that business, got it to $60 million. But there was nobody to scale in the grass-fed space.

One of the challenges for regenerative agriculture companies like Teton is for the company to get the scale, so the retailers and food-service operators can really have confidence they can lean into it and get the product supplied properly and professionally. My partner, Vince, kept knocking on doors, saying, “If we could get two of these companies together, we could clear the field and be the largest.”

Then, I met Chris and Matt from SunFed five years ago at Expo. They’re sixth-generation ranchers in Northern California that do fresh grass-fed meat—what goes in the butcher case, what goes on the table at the restaurant. They had gotten SunFed to $60, $70 million at that time.

So, we had these two beautifully complementary companies—one doing prepared meat with an international source, one doing fresh meat with a domestic source. The big challenge was this was going to require somebody who really knew what they were doing to put these two together. We brought in Jeff Tripician, who had spent 15 years in premium protein with Niman Ranch and Coleman Natural Foods and had successful exits on both. So now we’ve got a scaled business with a guy who’s been there, done that—a guy with a playbook.

We invested in Teton when it was a $3 million business and today, it’s part of a $120 million platform. This is the largest grass-fed beef platform in the space, and I think it’s going to ramp and grow very quickly. This is really going to be a rocket ship. This could be the biggest outcome in Sunrise history.

Q: Can you talk a little bit more about the regenerative agriculture you’re promoting with Grass Fed Foods and other companies?
At Sunrise, we really felt six years ago that regen agriculture is going to be perhaps the biggest fundamental mega trend of the next 20 years—because, basically, it’s back to the future. It’s how we did it 100 years ago before we industrialized our meat supply and dairy industry. It’s better for the earth. So, we’ve put about probably 40% of our capital into this space.

One of the companies we invested in is Maple Hill Creamery, which is America’s first and only 100% grass-fed organic dairy milkshed, with over 150 farms. There are so many great positives to their regen agriculture business model.

First of all, they rotate the cows around the milkshed every three days. This makes the grass look like you haven’t cut it in three years—like how it used to be on dairy farms. The cows are also productive until they’re 14 years old, whereas an organic cow might be productive only until age 4.

A calf never gets an ounce of the mother’s milk on an organic farm. They get their own formula. But we incentivize Maple Hill farmers to wean, to have the calves on the mom for eight months. That makes the chemistry of the milk different, and better for the consumer. Cows are naturally wired to eat grass—they have four stomachs for that reason—and their grass-fed milk is a different chemistry than the milk from cows fed grain.

We launched Maple Hill Milk into Whole Foods. Our best item at Boulder Brands, Earth Balance margarine, sold $85 a week per store at Whole Foods. But after just 90 days, half gallons of whole milk from Maple Hill were going $600 a week per store. So, the consumer gets it. A challenge for us is to get the products there in an economical way that they can afford.

We were smaller, later-term investors in Vital Farms, which produces eggs, butter and ghee in the regen agriculture space, and it’s really exciting to see what’s happened with that business. It’s one of those that came out in the class of 2020 IPOs that traded way up, but is now normalized back to a pretty good place. It’s $15-a-share stock, and I think they've got nothing but white space in front of them.

Q: Speaking about brand development, we have a question from a listener: “What are the basic three to five general components of a great business model?”
Well, the first ideal is a highly differentiated, meaningful point of difference, ideally attaching an untapped consumer need. You’re looking for something the consumer’s ready for but isn’t on the market yet, like Maple Hill milk.

The second thing is margin. If you're a 50% gross-margin business, your ability to get the cash flow to break even quickly is there. But if you’re a 20% gross-margin business, you’ve got a long road to go and a lot of wood to chop.

The third is talent. To get to a business of $10, $15 million, you’ve got to almost be manic, right? You’re spending your own money. You’re spending nickels like manhole covers. You make every decision, because you’re on the line. But when your business starts to scale, you need to have the ability to bring in the “been-there, done-that” talent and be able to manage that talent. And that’s a challenge, because people that have been successful, that have been with bigger businesses and then come to smaller businesses, have a different business-management model.

Once we get the right CEO in place, the folks across our businesses see that, really, almost overnight, they start making the kind of progress and traction they need to get to scale the business.

Q: Can you give us an example, like how that applies to Kodiak Cakes? We know this is a story you’re really proud of personally, and there’s even a “How I Built This” podcast on NPR about Kodiak.
Kodiak is probably my favorite business experience. I got a call from my partner Jamie Manges at Trilantic Capital Partners, and he said he knew somebody who knew Kodiak co-founder Joel Clark, and Joel was getting ready to take in capital. So, I went on the internet, and they had the hokiest video of a trailer, which is their office, and a bear breaking into it, right? I thought, “This is something. OK, I’m just doing Jamie a favor. OK, I'm that kind of guy.”

Kodiak’s point of difference was a whole-wheat, high-protein alternative to white refined flour, which meant it could play in any category white refined flour is in. When Joel came to see me, Kodiak was at $15 million. It was at Costco and Target.

Joel showed me his deck, and when I got to the second page, I went, “Holy smokes, Joel, this is a billion-dollar brand.” He went, “What are you talking about?” I said, “Joel, you have got a 20 share of pancake-mix business at Target, and the category's up 20%. The category nationally is up 2%. You’re bringing millennial moms with money to Target to buy pancake mixes.”

So, we partnered up with Joel, and it was fascinating. It was just a great collaboration. Joel has got such great business and brand instincts. His business IQ is off the charts.

We came up with what we call the Kodiak Cabin. The foundation of the cabin is pancake mixes in 25,000 doors. The first floor is baking mixes in 25,000 doors. The second floor is all of that in a cup you can microwave in a minute. Then, the third floor is frozen waffles.

Kodiak went from $20 million to $200 million when we sold the majority of the control to Catterton 18 months ago. When I spoke to Joel recently, he was at $350 million.

Two years before he met us, Joel and Cam, his partner, were on “Shark Tank.” They were told all the reasons they weren’t going to be successful. I think they offered Joel $500,000 for half of the company. And, he said no, wisely.

I’m kind of a brand junkie and a trend junkie. I’ve been on some of the great rides in this industry. But working with Joel on this one was so special because it was so personal. All of his family had equity in the business, and he got to an extraordinary outcome. To have a small part in helping him do that is so great.

Q: Finally, what’s on the horizon for you personally? What kind of work is exciting for you right now?
I love looking for the next new thing. As I said earlier, I think products that revert us back to the basics are an untapped consumer need, whether it’s grass-fed meat and dairy or heirloom grains.

I’ve been talking with one company that’s doing stone-ground milling the old way. This company has just gotten started. They’re in the Northeast in Whole Foods, and they’re outselling Dave’s Killer Bagels by 50%, 75%. So, the consumer gets it, right? But one of the big challenges companies like this have is capital.

I also like resolving the disconnect between what a company founder says their unique point of difference is and what their product package says. One of the things we learned at Sunrise over the years is that you have your story, your concept statement. You want that to be 40%, 50% top-box resonating with your target consumer. But you want to make sure your package reflects that concept too. Because the reality is that for these small, emerging companies, 99.9% of their marketing budgets are package.

This industry is so dynamic, and while it’s going to go through different peaks and cycles, I think it’s just fascinating to see how many brilliant and caring people are in this industry. I think a young founder can reach out to anybody in this town and get a cup of coffee. I think that’s something we need to continue to nurture and build on, because there are tougher days ahead.

I've gotten a lot of great things out of this industry, a lot of great friends, a lot of great experiences. I’ve done well. It’s been great for my family, and I want to give back a little bit, and not necessarily with a price tag to it—just to help out where I can.

Steve Hoffman 2/17/23 Steve Hoffman 2/17/23

Jack & Annie’s Launches Even Tastier New Recipes for Their Delicious Meat Alternatives Made From Real Plants

FOR IMMEDIATE RELEASE

The next-generation plant-based meat brand introduces their “Best Recipe Yet” with even meatier flavor and texture, all with jackfruit as the primary ingredient.

BOULDER, CO (February 16, 2023) — Jack & Annie’s, a leader in the alternative meat category, has raised the bar again with even tastier new recipes for their Crispy Jack Nuggets, Crispy Jack Patties, Gluten-Free Jack Tenders, Savory Jack Breakfast Sausage Patties, Maple Jack Breakfast Sausage Links, and Classic Jack Meatballs. Plant-based and meat eaters alike will love the crispier nuggets, wings, and patties, all with even more craveable flavor. The jack breakfast sausages and meatballs are well-seasoned with a juicy bite. The new “Best Recipe Yet” will be available in grocery store freezers nationwide starting this June. Check the store locator to find a retailer near you.

“Our team has continued to innovate and evolve our recipes to make sure we’re always giving our fans the very best plant-based foods possible,” said Annie Ryu, CEO and founder of Jack & Annie’s. “Jackfruit is our number one ingredient, and we’re able to make simpler and less processed foods compared to other meat alternatives. These new recipes give fans more of what they want with amazing flavor and texture.”

Industry analysts have noted consumer concern about plant-based foods being overly processed or having questionable health benefits. Jack & Annie’s boldly stands out among other meat alternatives, because its foods are made primarily from jackfruit, a naturally delicious, nutrient-dense, sustainable, and regenerative plant that is known for its meaty texture and satisfying taste. The result is crave-worthy foods with valued nutritional benefits and positive impact for the planet.

Jack & Annie’s new foods are available at grocers nationwide, including Sprouts, HEB, Wegmans, Publix, Giant, Harris Teeter, Target, Hannaford , Whole Foods, and Stop & Shop.

Jack & Annie’s will be exhibiting at Natural Products Expo West, March 9-11, 2023, in Anaheim, CA. Come try a sample at Booth #4972 in Hall E!

About Jack & Annie's
Jack & Annie's, founded by Annie Ryu, features products made by The Jackfruit Company. Jack & Annie's is on a mission to create real, delicious foods featuring jackfruit, an underutilized crop that is one of the world’s most sustainable and regenerative plants, as the primary ingredient. Jack & Annie’s plant-based offerings are more than just a delicious alternative to meat; they are also naturally nutrient-dense, high in fiber and protein, and lower in calories, and they have a simpler ingredient panel than other meatless products. From crispy jack nuggets to savory jack sausage patties, the Jack & Annie’s portfolio offers foods that are satisfying for meat eaters and plant-based eaters alike. Bite by bite, Jack & Annie’s and The Jackfruit Company are building a better planet, supporting farming communities in India by preventing jackfruit from going to waste, operating the largest global jackfruit supply chain, and providing over 1,700 farming families with 10-40% of their income.

For more information about Jack & Annie’s, please visit jackandannies.com or follow on Instagram @jackandannies, Twitter @jackandannies, and Facebook @jackandannies.

Media Contacts
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Steve Hoffman 4/20/21 Steve Hoffman 4/20/21

Diversity, Inclusion and the Natural Products Industry

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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Steve Hoffman 9/19/19 Steve Hoffman 9/19/19

Target, Kroger Enjoying Growing Sales of Organic and Natural Foods

Originally Appeared in Presence Marketing News, September 2019
By Steven Hoffman

Target Corporation (NYSE: TGT), based in Minneapolis, MN, on August 19 announced the launch of a new flagship private label brand, Good & Gather. The in-house brand will focus on four categories: organic; kids; seasonal; and premium products. More than 2,000 products including dairy, produce, ready-made pastas, meats, granola bars and sparkling water, are expected to roll out under the Good & Gather brand over the next 18 months. Good & Gather will become Target’s largest brand, replacing existing house brands Archer Farms and Simply Balanced and reducing the number of products under Target’s Market Pantry Brand, reports Sustainable Food News. In related news, Cincinnati, OH-based grocery giant Kroger (NYSE: KR) claims its Simple Truth brand now offers more Fair Trade Certified products than any other U.S. private label brand. The company reported on August 20 in its 2019 Sustainability Report that it sold $17.6 billion worth of natural and organic products in 2018. Kroger’s natural and organic private label brand, Simple Truth and Simple Truth Organic, achieved sales of $2.3 billion in 2018, making it the second largest brand sold in its stores, the company reported. Kroger said it purchased 17.2 million pounds of Fair Trade certified ingredients for its private label products, and also said it sold more than $1 billion worth of organic produce in 2018. Kroger operates 2,800 supermarkets and multi-department stores in 35 states. Each store carries on average 4,000 natural and organic items, reports Sustainable Food News.