Are You Expo Experienced? Insiders Share Tips for the Best Expo West
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.
Kiss the Ground: A Decade of Empowering the Regenerative Movement to Welcome Wave II
In the heart of the regenerative movement, Kiss the Ground has been a guiding force, shaping narratives and educating both brands and consumers since 2013. As the organization marks its remarkable decade, it stands at a historical juncture, ushering in Wave II of the Regenerative Movement.
The growth of regenerative agriculture has been nothing short of phenomenal. In fact, according to How Good, an independent research company, there has been a staggering 130% increase in companies adopting regenerative agriculture practices from 2019 to 2022. With the advent of Wave II, further growth in understanding the impact of regeneration is anticipated among both brands and consumers.
Steven Hoffman, principal of Compass Natural – a leading media and marketing firm in the natural product arena – shares his excitement about the next wave: "Kiss the Ground has united regenerative pioneers, business and thought leaders, celebrities, media, and influencers to deliver this crucial message to the public. We, in the regenerative agriculture products space, are thrilled to be part of Wave II – to see the impacts made."
As an audience-supported nonprofit, Kiss the Ground has played a pivotal role in elevating awareness about the social, commercial, and environmental benefits of regenerative food and agriculture. Regenerative agriculture, offering a viable solution to wellness, water, and climate crises, is now poised to become a top leader in the next phase of consumer awareness.
"Together, we've created a meaningful groundswell for the Regenerative Movement. To get to the tipping point, we will expand awareness, deepen engagement, and look to brands to help amplify the message with consumers. Kiss The Ground is here to help, no matter where you are on your regenerative journey," comments Evan Harrison, CEO of Kiss the Ground
Connect with Kiss the Ground: Reach out to create a customized plan aligned with your team's goals and values. Discover how they can meaningfully guide your company on the path to regeneration.
Immerse your team: Curate a learning experience tailored to your needs. Ranging from film screenings and customized engaging workshops to speaking sessions.
Bite-sized and in-depth learning: Empower your team by bringing them into this movement through on-demand access to acclaimed courses and resources.
Amplify your voice: Share your commitment to regeneration through storytelling partnerships. Sponsor media or campaigns that align with shared values.
Become a supporter: Gain high-impact exposure through Supporter Partner Spotlights across Kiss the Ground's platforms.
Engage consumers: Partner with Kiss the Ground as your featured nonprofit and empower customers to support regenerative initiatives through their purchases.
“Discovering the profound message of Kiss the Ground ignited a passion within me, prompting me to enroll in their education program – an immensely rewarding decision. Whenever I share my knowledge and train others on soil health, inquiries about further learning opportunities inevitably arise. I consistently recommend starting with the “Kiss the Ground” documentary and encouraging action through becoming a soil advocate, fostering hope, and igniting passion in others along the way.”
- Brian Hall, CEO of True Grace Health
Get Involved with Kiss the Ground at Expo West
Don't miss the screening of "Common Ground," the highly anticipated follow-up film to “Kiss the Ground,” at Natural Products Expo West on Friday, March 15. The film explores the shared connection Americans have with the soil beneath their feet.
Join the post-screening panel discussion with award-winning filmmakers Josh and Rebecca Tickell, producer John Roulac, farmer and cast member Gabe Brown, and additional guests who will delve into the film and the regenerative agriculture movement. Details here.
Connect with Kiss the Ground at Expo West 2024: Evan Harrison (CEO), Nathan Rice (Storytelling), Jackie Peller (Partnerships). Email partnerships@kisstheground.com.
Top Natural Foods Industry Podcast Features D.C. Food Accelerator Union Kitchen and Its Model for Revitalizing Inner-City Food Entrepreneurship
Compass Natural’s Coffee Talk Highlights Cullen Gilchrist, CEO of Union Kitchen, Who Shares About His Revolutionary Ecosystem for CPG Entrepreneurs
BOULDER, Colo. (Feb. 14, 2024) – Compass Natural’s Coffee Talk kicks off 2024 with Episode 35 of its popular podcast series by exploring the impact an innovative food accelerator is having on revitalizing food entrepreneurship in Washington, D.C., with special guest Cullen Gilchrist, CEO of Union Kitchen.
Union Kitchen is a Washington, D.C.-based food business accelerator that strives to empower local food founders by offering expertise and support from launch to scale. Since 2012, Union Kitchen has supported more than 300 brands through its four-phase accelerator and, overall, launches products seven times faster than the national average. In addition to its accelerator, Union Kitchen has six store locations throughout the Washington metro area, with products made locally and throughout the nation.
Union Kitchen connects entrepreneurs with the resources, capital, distribution and networks they need to establish sustainable success with their food businesses. Recently recognized as the "Best Startup Accelerator of 2023" by Startup Savant, Union Kitchen goes beyond being a typical culinary incubator and partners with food businesses of all sizes to grow and accelerate the success of their emerging food and beverage brands. Remarkably, their goal is to take a company from product to being on shelf within only 90 days.
“We started Union Kitchen as a solution to a problem,” says Gilchrist. “Historically, entrepreneurship has been reserved for people with capital and this has created barriers to entry for people who don’t have access to funding. Our model is based on removing this barrier for people who are passionate about food, passionate about business and about feeding their community. We take the financial risk away so as an Accelerator Member they just pay a monthly fee which allows businesses to get started in a way they couldn’t before.”
During the Coffee Talk conversation, Gilchrist shares his recipe for helping businesses launch successful brands. Union Kitchen empowers brands on their journey through four phases: from Launch to National Scale. At each phase brands are given tools and resources they need to seize opportunities, overcome challenges and reach new heights whether a brand is launching locally or ready to saturate nationally.
Phase 1: LAUNCH is about building a cohesive concept, executing the technical elements of a market-ready product and launching into the market.
Phase 2: PRODUCT MARKET FIT is focused on learning what consumers want and how to deliver that consistently through scalable systems, team building and leveraging Union Kitchen’s ecosystem.
Phase 3: GROWTH is expanding a product that has achieved regional product market fit and building the operations to support that.
Phase 4: SCALE is achieving national market penetration by outselling the leading competitors.
Brands that have emerged on the national scene due to Union Kitchen’s support include Compass Coffee, Snacklins, Myles's Comfort Food, Swapples, Aji Tea and many more.
Watch the recorded podcast and learn more about Union Kitchen’s roots, from a small commercial kitchen to their current 50k-square-foot manufacturing facility and how it enables entrepreneurs from all backgrounds to build their businesses.
If you’d like to nominate a business leader for a future Coffee Talk episode, click here.
About Compass Natural Marketing
Compass Natural is a leading PR, branding and business development agency serving the natural and organic products industry. Compass Natural’s Coffee Talk podcast is co-hosted by industry veterans Steven Hoffman and Bill Capsalis and features lively interactive conversations with leaders and experts in the natural products space. The podcast is designed to help entrepreneurs and businesses of any size succeed in the natural, organic, regenerative, hemp-derived and other eco-friendly products market. Watch all Coffee Talk episodes on Compass Natural’s YouTube Channel.
Media Contact
Steven Hoffman, Compass Natural, steve@compassnatural.com, tel: 303.807.1042
Is 2024 the Year Regenerative Agriculture Takes Root?
This article first appeared in Presence Marketing’s January 2024 newsletter.
By Steven Hoffman
In 1942, J.I. Rodale first popularized the term organic in the U.S. with the launch of Organic Farming and Gardening Magazine. Some 45 years later, in the 1970s, J.I.’s son Robert Rodale introduced the phrase “regenerative organic.” Robert’s goal was to describe an approach to farming that combined organic practices with a more holistic approach to land management and a focus on rebuilding soil health. Yet it’s only been in the past few years that the term has gained more widespread traction.
With the release in 2023 of two full-length feature documentary films, Common Ground and Organic Rising, along with increased adoption among farmers and producers, awareness of regenerative agriculture is set to gain ground in the coming year among large-scale food manufacturers, policymakers, researchers, the general public and more. Today, advocates of regenerative agriculture say it is the best way to produce healthier food and promote local and rural economies. And, by sequestering carbon back into soils, it can also play a significant role in mitigating climate change.
“2024 indeed will be marked as the year of regenerative agriculture. Why? We are closing in on a tipping point of awareness and collective action is being realized on a huge scale. Not only is soil and regenerative agriculture finally making its way as a leading climate, water and health solution, but we are also showing up as one of the biggest economic solutions for rural economies and businesses across the world,” said Finian Makepeace, Co-founder and Chief Strategy Officer of the nonprofit organization Kiss the Ground and Producer of the films Kiss the Ground and its sequel Common Ground.
“With the recent film Common Ground, and many other feature films and shows in this space sharing the story along with the incredible build of awareness brought on by Save Soil and others, we are seeing a dramatic increase in people comprehending the soil solution. With brands and businesses, there are huge commitments around regenerative agriculture for 2030. I believe 2024 will be a year of turning on those actions and increasing the integrity of their proposed programs. Regarding regenerative agriculture, I feel that 2024 will be the year that the world’s regen leaders find common ground and agree upon a definition that will allow for many more to work and support this space functionally,” Makepeace added.
“I do think that 2024 could be the best year yet for regenerative agriculture. While there is still disagreement over the definition, there is significant consensus that it includes a keen focus on building soil health, enhancing biodiversity, humanely integrating livestock and including worker fairness. New certification and verification programs like Regenerative Organic Certified, Certified Regenified, and Soil & Climate Health provide a lot of support and tools for farmers who want to incorporate more regenerative practices,” said Elizabeth Candelario, Director of Strategic Partnerships for MAD Agriculture, an organization that works with farmers and industry to advance regenerative practices.
In addition, Candelario said, “While their motivations may vary — from mission alignment to strengthening supply chains to mandatory ESG reporting — food companies are (finally) paying attention to the agriculture that is producing their ingredients. And food was finally on the table at the recent COP28 climate summit. The conference opened with a declaration on sustainable agriculture, signed by more than 130 countries, and ended with a final agreement that acknowledges for the first time that sustainable agriculture needs to be included in climate change solutions.”
Regenerative Products Sales Take Off
Now, the marketplace is responding. According to the Regenerative Organic Alliance Impact Report 2022 – 2023, sales of Regenerative Organic Certified (ROC®) products grew an average of 22% from EOY 2022 to EOY 2023, with sales totaling nearly $40 million in 2023. Companies including Dr. Bronner’s, Patagonia, Lundberg Family Farms, Manitoba Harvest, Bonterra and others are leading the certification efforts and serving as role models for other brands.
According to the Impact Report and based on SPINS data, revenue from sales of ROC® products in natural and multi-outlet grocers increased by one-third compared to the same period in the previous year. In addition, the number of ROC® SKUs in the market increased nearly forty-fold in 2023, “indicative of continued growth potential,” the report said. “By offering Regenerative Organic Certified products, brands are responding to the consumer desire to have their purchase make a positive impact at every level: environmentally, ethically, and socially,” the report concluded.
Globally, the market size for regenerative agriculture reached US$975.2 million in 2022, and is projected to be worth US$4.3 billion by 2032, poised to grow at a CAGR of 15.97% from 2023 to 2032, according to a June 2023 report from Precedence Research. North America generated more than 37% of the revenue share in 2022, Precedence Research reported.
While regenerative agriculture practices aren’t yet familiar to most Americans (just one in five consumers surveyed by Food Insight in 2022 said they’d heard of regenerative agriculture), 73% of consumers agreed they would be more likely to trust retailers and brands that implement regenerative agriculture programs, and 72% agreed that they would be more like to purchase from them, Supermarket Perimeter reported in October 2023.
Major retailers are taking notice. In December 2023, Whole Foods Market announced that it had implemented new standards to protect pollinator health. As such, the retailer will now require all fresh produce and floral suppliers to implement supply chain practices that help protect honeybees and other native pollinators.
Speaking to executives at Progressive Grocer’s Grocery Impact conference in November 2023, Whole Foods CEO Jason Buechle said, “Whole Foods Market invites you to help us start a ripple effect of change that will fix our broken food system. The decisions we make as a business — even the smallest ones — in how food is raised and grown today can have a profound and lasting impact on nourishing people and the planet for future generations to come. One of the biggest challenges our food system is facing now and will continue [to face] in the future is the climate crisis. If we continue farming in the large-scale, mechanized way that much of the industry currently does, our topsoil is not going to have the nutrient density it needs to grow the foods we know and love today,” Buechle said.
To address this challenge, Buechle reported that the retailer is working with farmers, ranchers, suppliers, scientists and other experts, as well as leading organizations, to leverage regenerative agriculture to evolve the practices used to grow, raise and produce the products that it sells. A focus on regenerative agriculture and responsible sourcing is an essential part of the retailer’s value proposition, which remains strong despite the mainstreaming of natural foods and the effects of inflation on consumer spending, according to Buechle.
Regenerative Food and Agriculture in 2024
In October 2023, Forbes reported that water stewardship will one of the biggest food trends in 2024. “As the tides of environmental consciousness continue to shape consumer choices, it is no wonder that water stewardship is set to become one of the top food trends for 2024,” wrote Senior Contributor Daphne Ewing-Chow.
“The global agri-food industry— valued at $6 trillion— is one of the most highly exposed to water risks, with water stress impacting many of the world’s largest food-exporting countries. Paradoxically, despite mounting perils to both food and water security stemming from water depletion, pollution, and climate-induced droughts, the food and agri-business sector is a chief contributor to the problem, accounting for a substantial 70% of all freshwater withdrawals,” she continued.
According to Ewing-Chow, “Regenerative agriculture plays a pivotal role in enhancing soil health, facilitating nutrient retention, bolstering natural resilience to environmental challenges, and mitigating erosion. This contributes to the conservation of water resources and the enhancement of ecosystem water quality, reducing the volume of water required for farming activities and decreasing harmful water and nutrient runoff from agricultural lands.”
Forbes also reported that in September 2023, SAI Platform, a network comprising 170 major food companies dedicated to sustainability, unveiled a global framework outlining the transition to regenerative agriculture for food businesses. A number of mainstream food brands such as Unilever, Nestlé, McDonald’s, Danone, and General Mills have already committed their support for regenerative agriculture, Forbes reported.
Greater technical innovation and research into regenerative agriculture will continue over the coming year, the Global Ag Tech Initiative predicted in its December 2023 report, 5 AgTech Trends to Watch in 2024. “Essentially mimicking natural process and biodiversity on agricultural land, the ultimate aim of regenerative agriculture is to improve soil health in order to boost yield. To address the challenges of climate change and feed a global population of over 8 billion, regenerative agriculture is vital. Digital tools use accurate, up-to-date data to create tailored regenerative agriculture solutions. These consider soil conditions, weather conditions, microclimates, and current crop growth or land use, as well as individual budgets and local regulations. Platforms offering site specific data will likely reign supreme in 2024. A view of sustainability that extends beyond simple carbon metrics and one-size-fits-all solutions is necessary and will enable the establishment of realistic, actionable objectives for growers, promoting sustainability and formulating strategies tailored to local environments,” the report said.
Beyond Food – Regenerative Fashion Threads the Needle
On the textile and fiber front, companies including fashion leader Mango will begin incorporating regeneratively grown cotton into its 2024 fashion collections, the Fashion Network reported in December 2023. The company has partnered with Materra, a British-Indian company specializing in regenerative cotton cultivation, and said it will be able to ensure complete traceability across the value chain of its cotton, from seed to final garment.
“As a global fashion company, our intent is clear: to contribute to creating a fairer society and reduce the fashion industry’s impact on the environment. This is why we ally ourselves with key partners like Materra, which will help us accelerate our path to ensuring that 100% of the fibers we use are sustainable by 2030,” said Andrés Fernández, Mango’s director of sustainability and sourcing.
Other fashion brands driving regenerative agriculture initiatives include J.Crew, Prana, Terra Thread and other textile and fiber companies that are members of the Regenerative Organic Alliance. “Big fashion brands and independent labels are embracing regenerative agriculture as a win-win solution that could allow them to source climate-positive materials. The challenge is that the concept doesn’t have a singular definition, and without clear standards it risks becoming a tool for greenwashing,” Business of Fashion reported in August 2023.
California Could Define Regenerative
Speaking of a definition, beginning in January 2024, the California Department of Food and Agriculture (CDFA), in collaboration with the State Board of Food and Agriculture, will host a series of public listening sessions to receive comments to help define “regenerative agriculture.”
“As interest in ‘regenerative agriculture’ continues to grow, we are seeing the introduction and evolution of the term in California policies and programs,” CDFA said. “Incorporating a definition of regenerative agriculture for state policies and programs provides a science-based criterion for the designation or recognition of the term ‘regenerative’ in agriculture-related policies of the state. By defining ‘regenerative agriculture’ and its associated practices, we are working to formalize holistic methods of farming that are designed to protect, sustain and enhance natural resources on our farms and farming communities throughout California,” the agency said.
Max Goldberg, Editor and Publisher of Organic Insider, commented, “If California codifies or legally defines ‘regenerative agriculture’ … it will certainly raise the profile of this term among consumers and farmers may end up paying more attention to the way they manage their soil, which is a real positive. However, both the opportunity for greenwashing and the consequences for organic could be severe,” he cautioned.
“At its core, the regenerative agriculture controversy stems from the question of whether a farming practice can be truly ‘regenerative’ if super-toxic chemicals, such as glyphosate or dicamba, are applied to the crops. There is no question that the regenerative movement has brought incredible attention to soil health … and that it has led to very important steps forward in farming practices around the world. But with all of the positive developments, ‘regenerative’ is ripe for abuse and greenwashing, and the multinational chemical companies, who have no intention of minimizing the importance of GMO seeds and synthetic pesticides, are eagerly embracing the term,” Goldberg added.
Elizabeth Whitlow, Executive Director of the Regenerative Organic Alliance, which manages the Regenerative Organic Certified program, told Organic Insider that she believes that California needs to act with real caution. “There are many groups and farmers advocating for ‘regenerative agriculture’ that are doing some excellent and extremely vital work. My concern, however, is that if the state defines ‘regenerative agriculture’ and it excludes organic, it could have the unintended effect of actually doing a lot more harm than good. Bad actors greenwashing the term is a real threat, and all stakeholders in California’s organic industry need to be fully engaged and on board with how the state is going to define ‘regenerative agriculture.’ The stakes are very high, for both California and our entire country, and this process cannot be rushed,” she said.
Woody Harrelson’s Regenerative Reason for Hope
Three-time Oscar nominated actor and environmental activist Woody Harrelson, in a December 2023 Op-Ed in The Wrap, expressed that, after serving as a co-narrator on the film Common Ground, he is “no longer hopeless for the future.”
Harrelson writes:
We stand at a crossroads, facing two paths. One leads to climate chaos, food shortages, deserts expanding and a biodiversity crash. The other involves rethinking our relationship with nature by choosing regenerative agriculture. The regenerative path can give us abundant, nutritious food, thriving ecosystems and a future for generations to come.
I had a surreal moment when I met King Charles and he said he loved “Kiss the Ground” so much he personally sent it to 1,000 people. I hope the same is true of “Common Ground” – I hope thousands of people send the new documentary to thousands of their friends.
I’ve never been a big believer in the political process in this country, but I believe in people. Congress is currently debating something called the Farm Bill. There are a lot of good people in America, who deserve to eat clean food, and it would be refreshing to see Washington prioritize communities over commodities.
I’m no longer hopeless. I’m actually inspired. In fact, I’m committed to using my voice and activism to make the regenerative agriculture movement spread far and wide.
We don’t just need to support soil in the Farm Bill — we need to make the effort in every way we can, from turning our lawns into food gardens and our food waste into compost, to buying food from local regenerative farmers and ranchers. We all eat and we can all support the people who are doing the hard work to feed the world with healthy regenerative food. We can vote with our dollars.
One thing is for certain, it’s time for a change. Soil is our common ground.
Let’s make regenerative agriculture our priority.
Learn More
Growing Life: Regenerating Farming and Ranching, by André Leu, December 2021
Food Climate and Nature FAQs, The Nature Conservancy, Sept. 1, 2023
Regeneration International, a global nonprofit organization and educational resource
44th Annual EcoFarm Conference, Pacific Grove, California, Jan. 17-20, 2024
Regenerative Business Live, United Nations, New York, NY, May 7, 2024
Steven Hoffman is Managing Director of Compass Natural, providing public relations, brand marketing, social media, and strategic business development services to natural, organic, sustainable and hemp/CBD products businesses. Compass Natural serves in PR and programming for NoCo Hemp Expo and Southern Hemp Expo, and Hoffman serves as Editor of the weekly Let’s Talk Hemp Newsletter, published by We are for Better Alternatives. Contact steve@compassnaturalmarketing.com.
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.
Support Herbal Education & Help Celebrate 40 Years of HerbalGram and the American Botanical Council
About HerbalGram and the American Botanical Council
The American Botanical Council (ABC), publisher of the HerbalGram journal, is a 501(c)3 nonprofit, science-based research and education organization founded by Mark Blumenthal along with renowned ethnobotanist James A. Duke, Ph.D., and acclaimed pharmacognosist Norman R. Farnsworth, Ph.D. ABC has been leveraging its educational HerbalGram platform for the past 40 years to promote peer-reviewed research and the responsible use of herbs, teas, phytomedicinals, essential oils and other beneficial botanicals and fungi to people around the world.
Our Ask
This message is an invitation to support the essential nonprofit work that the American Botanical Council is doing to be the clear, trustworthy voice for herbs, and also to help shape ABC’s next 40 years. Donate to ABC’s HerbalGram 40 Project and Fund this Giving Tuesday. Your tax deductible contribution will support ABC's ongoing mission of scientific research and education.
Click here and donate to HerbalGram 40
Other ways to support ABC:
Become a member
Share your thoughts and feedback with us
Learn more about the ABC HerbalGram 40 Project and Fund
Comments from ABC Members and the Herbal Products Community
In recognition of HerbalGram’s 40th anniversary, ABC has started receiving comments about HerbalGram and ABC from various herb community veterans and leaders. Some of the initial comments can be found below.
“It’s not often we can say, ‘We made a difference in the world.’ That is the truth about ABC and its publication HerbalGram — a true treasure of knowledge of the plant kingdom as well as a living history of the herbal renaissance in the United States and throughout the world! Here's to another 40!”
—Peggy Brevoort, a veteran of the U.S. herb industry who spent 20 years on the ABC board of trustees
“The American Botanical Council has been a beacon of educational excellence among health care professionals, researchers, industry and the general public. ABC has played a pivotal role in advancing herbal medicine, herbal education and botanical research in the United States and beyond. ABC’s many contributions over decades of service have been profound, helping to bridge the gap between traditional herbal wisdom and modern science, helping to ensure that herbs are used safely, effectively and responsibly. Further, ABC has been a strong advocate and source of education for enhanced quality control through its publication HerbalGram and the ABC-AHP-NCNPR Botanical Adulterants Prevention Program, which regularly highlights issues related to ingredient adulteration, helping industry and consumers maintain access to authentic herbal products.”
—Christopher Hobbs, Ph.D., a fourth-generation botanist, herbalist, author and acupuncturist
“A great big THANK YOU for 40 years of being the very best in class when it comes to herbal research, science, regulatory issues and conservation. I have an entire shelf filled with years of HerbalGram issues. They are a treasure trove of unbiased information that I can use as a physician and herbalist. But even more than that, they are a beautiful tribute to the powerful and enduring relationship we have with the plant world.”
—Tieraona Low Dog, MD, ABOIM, integrative physician, author and educator
“As a professional herbalist for 40-plus years, I consider ABC and its excellent publication, HerbalGram, to be highly useful sources of factual and reliable information on medicinal and health-promoting plants.”
—Ed Smith, herbalist, co-founder and former co-owner of Herb Pharm
“HerbalGram has had quite an impact on my life and career. Many years ago, my sister, [who] was a Master Gardener ... subscribed to HerbalGram. She gave me a ‘bootleg’ copy and, even though I was a food chemist at the time, it introduced me to the world and science of botanicals. And now here I am, decades later, the CEO of NOW, a dietary supplement company, interested and involved in all aspects of the botanical industry and still relying on HerbalGram to provide inspiration, trusted information and resources.”
—Jim Emme, CEO of NOW Foods
Click here and donate to HerbalGram 40
Media Contacts
Denise Meikel, American Botanical Council, denise@herbalgram.com, 512.926.4900 x120
Steven Hoffman, Compass Natural, steve@compassnatural.com, 303.807.1042
ABC’s Mark Blumenthal Named 'Person of the Year' by Whole Foods Magazine
ABC founder called ‘pioneer who helped the natural products industry reach the next level’
AUSTIN, Texas (Nov. 29, 2023) — The nonprofit American Botanical Council (ABC) is pleased to announce that Mark Blumenthal, ABC’s founder and executive director, has been named “Person of the Year” by Whole Foods Magazine, a leading natural products industry trade publication. Whole Foods announced the cover story in its December issue, available here.
The article and sidebars chronicle many of Blumenthal’s extensive activities in the herb and natural products community over the last 50 years, most of it as the co-founder and editor-in-chief of ABC’s journal HerbalGram and as founder and executive director of the international nonprofit American Botanical Council.
The story also mentions his being a co-founder and president of the Herb Trade Association in the late 1970s and a founding board member of the American Herbal Products Association (AHPA). Over the years, Blumenthal’s many activities at ABC have focused on education, research, ethnobotany, phytomedicine, quality issues, conservation and sustainability, and other aspects of the mission, publications and programs of ABC.
Blumenthal's many diverse activities also include acting as the senior editor of four science-based reference books, including the award-winning “The Complete German Commission E Monographs—Therapeutic Guide to Herbal Medicines” (1998), plus “Herbal Medicine: Expanded Commission E Monographs” (2000), “The ABC Clinical Guide to Herbs” (2000) and “Rational Phytotherapy” (2004). Blumenthal serves and has served on numerous editorial boards of magazines and journals in the botanical and natural medicine arena as well as on the advisory boards of many nonprofit organizations and educational programs. Blumenthal and ABC were also instrumental in producing the first herbal medicine continuing education courses for pharmacists in the 1990s, including ground-breaking CE-accredited “Pharmacy from the Rainforest” ethnobotany ecotours to the Peruvian Amazon.
"Mark Blumenthal has raised the bar in the natural products industry, and he helped us to be better and do better in the process," wrote Heather Wainer, publisher and VP of media at Whole Foods Magazine.
“ABC also has been instrumental in helping to keep this industry ethical and transparent,” Wainer said. “Most recently, ABC has taken a lead role in the fight against adulteration of herbs. BAPP [the ABC-AHP-NCNPR Botanical Adulterants Prevention Program] has been in the forefront and is slowly but surely helping to gain transparency in herbs and cleaning up our herbal products.
“In recognition of Mark’s efforts to deliver education for four decades through HerbalGram, as well as for his work with BAPP and his fight for clean unadulterated herbs, Mark stands out as our 2023 Person of the Year.”
A sidebar contains various comments from natural product industry leaders: Loren Israelsen, president of United Natural Products Alliance; Greg Ris of Indena USA; Elan Sudberg, CEO of Alkemist Labs; Howard Wainer, president of WFC Inc.; Ann Armbrecht, Ph.D., director of the ABC Sustainable Herbs Program; and Len Monheit of Industry Transparency Center. Another sidebar has comments from three ABC employees (Hannah Baumann, associate editor of HerbalGram; Cecelia Thompson, finance director; and Gayle Engels, special projects director) regarding their views on working at ABC.
“I am deeply grateful that Whole Foods Magazine has chosen to honor the unique and extensive nonprofit research and educational work of the American Botanical Council with this recognition,” said Blumenthal. “I also thank the amazingly dedicated, productive and dedicated staff of ABC who help ensure that ABC makes such positive contributions to the herbal community in the United States and internationally. And, I have profound gratitude to the loyal members, donors and supporters of ABC who make possible the nonprofit organization’s unique educational mission, publications and programs.”
Blumenthal acknowledged his gratitude for his long history with Whole Foods Magazine. “As Whole Foods publisher Heather Wainer notes in her column, I have known her since she started in the natural products industry in the 1990s, and I have known her father, Whole Foods President Howie Wainer, for about 45 years. My relationship with Whole Foods began shortly after he purchased the magazine in 1984, when he asked me to write a monthly article on herbs. In fact, as noted in a quote from Howie, he got me started as a writer early in my career in the herb and natural products community when he invited me to write a column for the former industry trade magazine for which he was previously working, Health Food Business, starting around 1978. I am grateful to Howie for starting me on the path of writing (and editing) — two things I continue to do in service to the natural products community.”
The timing of the release of the Whole Foods Magazine tribute to Blumenthal occurs when ABC has just completed its 35th anniversary as a leading nonprofit research and education organization and the 40th anniversary of ABC’s flagship publication, HerbalGram. ABC has set up a special page on its information-rich website for the HerbalGram 40 Project & Fund, available here.
About Whole Foods Magazine
Whole Foods Magazine is a trade publication that focuses on the natural products and dietary supplement industry. It will reach its 40th anniversary under the ownership of the Wainer family in 2024. Its monthly print circulation is over 13,000. Whole Foods Magazine is not affiliated with the Austin, Texas-based Whole Foods Markets chain of natural groceries.
Media Contacts
Denise Meikel, American Botanical Council, denise@herbalgram.com, 512.926.4900 x120
Steven Hoffman, Compass Natural, steve@compassnatural.com, 303.807.1042
FreshPure Waters Expands Its National Footprint With Acquisition of Arctic Mountain Premium Drinking Water
SANTA FE, New Mexico (Nov. 14, 2023) – FreshPure Waters (“FreshPure”) is reaffirming its position as a leading national brand with the strategic acquisition of Pure Water Technologies, operating as Arctic Mountain, a prominent water vending solutions provider based in Salt Lake City, Utah. This milestone marks a significant step in FreshPure’s journey toward sustained growth and establishes a strong presence in 42 states, with a growing network of dispensing systems in grocery stores.
Chris Donnelly, president of FreshPure, commented on the acquisition, saying: “The union with Arctic Mountain was a natural fit. Both companies share a deep-rooted commitment to family-oriented values, close-knit teamwork and unwavering dedication to our employees, customers and partners. This collaboration enables us to expand our national reach, adopt strategic innovations and elevate our service quality for our valued customers.”
Robert Zitting of Arctic Mountain, who will continue with the company as part of the integration, echoed Donnelly’s sentiment: ”Having worked side by side in this industry for over two decades, we are confident that FreshPure aligns with our values of sustainability, health and environmental responsibility. Together, we will leverage our strengths to enhance technology, production capabilities, service excellence and extend our presence nationwide.”
Both FreshPure and Arctic Mountain are at the forefront of providing the cleanest drinking water solutions while reducing environmental waste. By offering superior refillable bulk water options for natural grocers and cooperatives, these companies are eliminating the need for single-use plastic bottles.
About FreshPure Waters
FreshPure Waters was established in 1991 and is headquartered in New Mexico. It distinguishes itself by offering a comprehensive range of water types, including Reverse Osmosis, Deionized and Alkaline options. Learn more at www.freshpure.com and follow on social media at LinkedIn, Instagram, Facebook and YouTube.
About Pure Water Technologies
Pure Water Technologies (“Arctic Mountain”) was founded in 1992 in Salt Lake City, Utah. The company is known for pioneering remote monitoring of its water dispensing equipment. For more information, please visit www.arcticmountain.com.
Media Contacts
Diane Slopek-Weber / Key Communications diane@keycomms.ca 289-259-4737
Steve Hoffman / Founder, Compass Natural steve@compassnatural.com 303-807-1042
Two Films, One Message: The Solution to Human and Environmental Health Is Right Under Our Feet
This article first appeared in Presence Marketing’s October 2023 newsletter.
By Steven Hoffman
Two new feature-length documentary films, Organic Rising and Common Ground, released in October, demonstrate clearly that the time is now for industry, government and the public to fully embrace the potential of organic and regenerative agriculture.
Through interviews with thought leaders, farmers, scientists, celebrities and industry experts, plus animation to help convey complex concepts, both films convey a powerful message that the way we produce our food and treat our nation’s soil directly impacts climate change and our health.
Organic Rising, sponsored in part by Presence Marketing, documents the history of organic food and farming and the growth of the organic products market, from the early influences of J.I. Rodale, Sir Albert Howard and Rachel Carson to the back-to-the-land movement of the 1960s to today’s $60-billion organic food marketplace.
Ten years in the making and directed by Pulitzer Prize and Emmy Award-winning National Geographic photojournalist Anthony Suau, Organic Rising also contrasts the history or organic against a backdrop of the widespread usage of toxic pesticides over the past 80 years. Narrated by organic industry advocate Elizabeth Kucinich and actor Simon Harrison, the film also documents how glyphosate has become the most widely used pesticide in history, along with its adverse impacts on human, animal and environmental health.
According to former executive director of the Rodale Institute Mark Smallwood, interviewed in Organic Rising, organic crops can produce higher margins than conventional, so price outweighs any difference in yield, he asserts. In fact, organic can be more profitable than conventional, especially in seasons of drought and flood, where organic farming can actually outperform conventional agriculture. “Conventional uses chemistry; organic farmers build soil,” Smallwood said.
In addition to interviews showcasing pioneering organic farmers, entrepreneurs, chefs including Dan Barber, and indigenous leaders including Winona LaDuke, Organic Rising also features interviews with internationally renowned agro-ecology expert and author Vandana Shiva, and the late Ronnie Cummins, co-founder of the Organic Consumers Association, Regeneration International and Vía Organica.
The film Common Ground is the sequel to Kiss the Ground, which, when released in 2020, was the one of the first full-length documentaries to explore how regenerative organic agriculture can sequester enough carbon from the atmosphere to reverse climate change. Featuring an all-star cast of narrators including Woody Harrelson, Rosario Dawson, Donald Glover, Jason Momoa, Ian Somerhalder and Laura Dern, Common Ground was directed by husband and wife team Rebecca and Josh Tickell, who also directed the first Kiss the Ground film.
Common Ground chronicles the struggles and triumphs of a politically and culturally diverse group of farmers, ranchers, scientists, and advocates who all share one thing in common: they believe in a way of ecological farming that builds soil. By using a combination of traditional knowledge and wisdom and modern technology, the farmers and ranchers in the regenerative movement make more money and grow more nutrient-dense food than their “conventional” farming counterparts, assert the film’s directors. The “regenerative pioneers” featured in the film claim that to save humanity from future environmental catastrophes, we must first save our soil. “Common Ground shows that soil is quite possibly the most valuable substance on our planet, because if our soil dies, we also die,” they cautioned.
“Coming from a legacy farming family myself, I’ve witnessed and experienced in my family the very real health impacts of our current food system. In fact, the old farmer you see in the film buying grain and taking out a loan is my dad. Josh and I have a long history of making and distributing advocacy docs, but all of them have led us to Common Ground. We need to turn this movie into a movement,” said Rebecca Tickell.
Speaking to the potential of regenerative agriculture to heal the planet, former conventional and now regenerative farmer Gabe Brown shared the following: “I often get asked, ‘what makes you think this can occur in the world,’ and I answer, ‘because it’s nature.’ Nature is always self organizing, self healing, self regulating. If we can cover the earth in a biodiverse array of plants and animals and insects we wouldn’t hear about climate change anymore. We wouldn’t have this human health crisis. We would have food that is truly nutrient dense,” he said.
Woody Harrelson ends the film with a final thought, “So remember this, next time you look up at that night sky, think about where you are. You’re on the only planet we know of that’s filled with life. The one thing that’s keeping us all alive, is that soil you’re standing on.”
Watch the films here or see them in select theaters now:
Organic Rising — https://www.organicrisingfilm.com
Common Ground — https://commongroundfilm.org
Steven Hoffman is Managing Director of Compass Natural, providing public relations, brand marketing, social media and strategic business development services to natural, organic and sustainable products businesses. Contact steve@compassnaturalmarketing.com.
Is Cell Cultured Meat Safe for Humans and the Environment?
This article first appeared in Presence Marketing’s September 2023 newsletter.
By Steven Hoffman
Now that two California-based companies, Upside Foods and Good Meat, have received approval by the FDA and USDA to sell their lab-grown chicken products in restaurants before going full retail, the U.S. joins two other countries, Singapore and Israel, as the first to allow commercialization of cell cultured meat products.
What do natural channel industry members need to know about this new and controversial technology?
One thing seems certain: cell cultured meat, derived from and produced with biological materials sourced from animals, is not vegan. Few think it’s natural and many question whether it’s humane or safe for consumers to eat, at least in its present iteration. Despite being touted by such chefs as José Andrés, some experts question whether lab-grown chicken is even chicken. The ability to scale, along with potentially significant environmental impacts and production costs, are also top concerns for industry and consumers alike.
“We know that one company is using genetic engineering to create and immortalize chicken fibroblast and/or myoblast cell lines. They select for cells that they can bulk up in a suspension culture. However, growth factors used in the suspension culture may come from sera sourced from bovine, pig or other animal sources,” Michael Hansen, Ph.D., Senior Scientist with Consumer Reports, told Presence News.
“If you’re buying chicken, you need to know if it was made with bovine or pork materials. How will consumers and those that follow special diets know if it’s not labeled?” Hansen asked. “Restaurants do not have to label.”
Countering cruelty free claims made by marketers of cell cultured meat, Hansen added, “The notion that this is cruelty free? They’re using fetal bovine serum derived from slaughtered cattle. They are, in fact, using a lot of material from animals. Let me be straight up clear: they are not cruelty free.”
In addition, Hansen raised concerns about the nutritional quality of the meat produced using cell culture technology. “Nutritionally, normal cholesterol levels in ground chicken average 45.4 mg/dL. However, cholesterol levels were reported five to 10 times higher in lab-grown, cell cultured chicken products,” he pointed out.
Safety, too, is a major point of concern for Hansen, who has been sharing his scientific expertise with Consumer Reports for more than 20 years. “People haven’t eaten these kinds of things before. We don’t know the downside and there have been no adequate health or safety studies conducted, to date.”
Josh Tetrick, CEO of Eat Just and Cofounder of Good Meat, feels differently about the safety of his cell cultured chicken product.
“So how do we do it?” Tetrick explained in an April 2022 interview with The Venture podcast. “We start with a cell. And we can get that cell from an egg, from a fresh piece of meat, or from a biopsy of an animal, so we don’t need billions of farmed animals anymore. Then we identify nutrients to feed the cell, since we need our own version of feed. And it’s not that different. It’s amino acids, vitamins, and minerals—stuff that enables our cell to grow. And then we scale up and manufacture it in a stainless-steel vessel called a bioreactor that looks like something you’d see in a microbrewery.
“And that’s how we make meat. That’s the process we used to make meat that’s served in Singapore today. That’s the process that we’ll be using as we build out larger facilities in North America, Singapore, and elsewhere. It’s cleaner, so there is little to no risk of salmonella, E. coli, fecal contamination, or other zoonotic diseases. Ultimately, we think it will be more efficient. The goal is to get below the cost of conventionally produced chicken,” Tetrick told The Venture.
“Because as proud as I am about launching with a handful of restaurants, that’s not the point. The point is to get to a world where the vast majority of meat consumed doesn’t require the need to slaughter an animal, cut down a tree, use antibiotics, or accelerate zoonotic disease. We’ve got to get to that world. And we’re only going to get to that world when we figure out a way to manufacture at scale. And we’re only going to get to scale when we figure out how to engineer this unprecedented bioreactor. And that’s why we’re putting so much energy into figuring it out,” Tetrick added.
“Yes, but what’s in the feed stock for the nutrient medium in which such products are grown?” natural products industry veteran and retail specialist Errol Schweizer asked.
“Billions of dollars of speculative investment have flowed into this space. The volumes of cell cultured meat needed to turn a profit for investors will necessitate millions of pounds or gallons of nutrient mix annually,” Schweizer said. “Will the feed stock be derived from cheap, plentiful but chemical-laden by-products of GMO agriculture, particularly soy and corn?
“And what are the environmental and health impacts of these feedstock raw materials? The industry will need to figure out how to dispose of the biological waste as a result of this process, as well. And because a lot of companies don’t want regulatory scrutiny beyond what already exists in the food industry, it’s going to take a lot of public pressure to get stronger labeling and federal oversight measures in place,” Schweizer told Presence News.
Max Goldberg, Founder of Organic Insider, questions the environmental benefits of cell cultured meat. “This is a very risky, unproven and highly processed food technology, and research published in May from the University of California at Davis shows that cultivated meat could emit up to 25 times more carbon dioxide equivalents than conventional beef. Yet, is anyone the least bit surprised? This is the classic playbook from the GMO industry – sell the public and investors on a great story but fail to deliver on the promises. Furthermore, no one has any idea of the possible unintended side effects of consuming this novel food product,” he told Presence News.
At the end of the day, will consumers accept such products? According to an international research group led by Ashkan Pakseresht from Novia University of Applied Sciences in Finland, consumer studies indicated at least seven factors affecting consumer acceptance of culture meat products: public awareness, risk-benefit perception, ethical and environmental concerns, emotions, personal factors, product properties, and availability of meat alternatives.
“Like any new food, the ultimate success of cultured meat depends on consumer acceptance,” the researchers said. “Environmental and ethical concerns stimulate a desire to preserve the environment and encourage consumers to accept more sustainable food production systems. However, it was surprising to learn that ethical and environmental concerns prompted consumers to be willing to pay a premium price for purchasing meat substitute (e.g., plant-based substitutes), but not necessarily cultured meat. The results indicated that the environmental advantages alone do not seem to be a strong motivation to compensate for perceived risks (or disgust impulse) of this novel technology,” Pakseresht told Food Navigator.
How will these products be presented to the public? According to Food Republic, a major hurdle has been determining how to label lab-grown meat in a way that would be transparent for consumers. “After a long process that has included debate and public feedback, the USDA has ruled that the lab-grown chicken will be labeled “cell-cultivated,” the magazine reported in June 2023.
“The USDA’s approval of our label marks a major step forward towards our goal of creating a more humane and sustainable food system,” said Dr. Uma Valeti, CEO and Founder of Upside Foods, in a press release about the decision.
At the end of the day, will grocers, distributors and others dedicated to the healthy lifestyles market and the natural retail channel be willing to sell cell cultured meat? As Bill Weiland, Co-founder of Presence Marketing, puts it, “We prefer to sell plant-based meat, not meat made in a plant.”
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.