"Your true passion should feel like breathing; it's that natural." —Oprah Winfrey

Meet the Founder

Steven Hoffman, President

Steven Hoffman brings more than 20 years of experience in marketing, branding, communications, sales, business development, publishing, event planning, public relations and market research in the $230-billion "Lifestyles of Health and Sustainability" or LOHAS market, comprising natural, organic, sustainable and socially responsible products and services. He is the President of Compass Natural Marketing, a marketing and communications agency providing turnkey services to small, medium and large-scale businesses dedicated to serving Cultural Creative consumers. Cultural Creatives, first identified by noted sociologist Paul H. Ray, Ph.D., are a health- and environmentally conscious, values-based group comprising more than 63 million U.S. adults that is driving double-digit growth in the burgeoning natural, organic, sustainable and socially responsible products market.

Hoffman is the cofounder and former Managing Partner of Natural Business Communications, established in 1996 and now a division of Conscious Media Inc. As cofounder of Natural Business, he served as Publisher of LOHAS Journal and Natural Business, leading business publications serving executives in the LOHAS market with strategic business and financial news, resources and information, and as Conference Director for the annual LOHAS Market Trends Conference, now in its 10th year.

Hoffman also served as National Marketing Director and Rocky Mountain Regional Sales Manager for Arrowhead Mills Inc., a leading provider of organic consumer products and now a division of the Hain-Celestial Group. Prior to that, Hoffman was employed by New Hope Natural Media from 1985 to 1993 as the Editorial Director of Natural Foods Merchandiser, the natural products industry’s leading trade magazine, Program Director for Natural Products Expo East and West, the world's largest natural and organic products trade shows, and as International Development Director, laying the groundwork for the company's international trade shows and publications serving the world market for natural and organic products.

Hoffman is a former Agricultural Extension Agent, working as a director of the Urban Gardening Program in Philadelphia to establish vegetable gardens and farmers markets in low-income areas of the city. He is a former Peace Corps Volunteer, serving in Honduras, Central America, from 1978 to 1980, and he served as an International Red Cross Field Agent during the Cuban refugee relief operation in 1980.

Additionally, Hoffman serves on the Board of Naturally Boulder, an economic development initiative established by the City of Boulder Economic Vitality Advisory Board, with a mission to support the growth of natural products business in the Boulder area, and also to promote the region as the "Silicon Valley" of the natural and organic products market. Hoffman also is the former President and Vice President of People Planet Profit: P3 Colorado, (P3 Colorado), Colorado's leading sustainable business association (now known as CORE).

Hoffman holds a M.S. degree in Agriculture and a B.A. degree in Arts and Sciences from the Pennsylvania State University, and he also studied economics at the Wharton School of the University of Pennsylvania. He is fluent in written and spoken Spanish, and is well traveled throughout Europe and Latin America, and is considered a pioneer of the LOHAS market in Japan. A musician and songwriter, he leads his own acoustic rock band. Hoffman lives in Boulder, CO.

© June 2003–August, 2006 Compass Natural Marketing.

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