Edward & Sons Unveils a Fresh Look, Honoring Nearly 50 Years of Organic Leadership
Visit Edward & Sons at the 45th Annual Natural Products Expo West at Booth #829, North Hall, Level 100, March 4-6, 2026, at the Anaheim Convention Center in Anaheim, CA
CARPINTERIA, Calif. (Feb. 17, 2026) – Edward & Sons Trading Company Inc. today announced the unveiling of a refreshed brand identity, set to debut at Natural Products Expo West. The update reflects the company’s evolution as a women-owned leader in organic, natural and plant-based convenience foods, modernizing its look while staying true to the values that have guided the company for nearly five decades.
Founded in 1978, Edward & Sons has played a defining role in shaping natural and organic pantry staples in American kitchens, with a focus on organic, vegan, vegetarian, gluten-free, and globally inspired foods. The refreshed brand represents a thoughtful evolution designed to resonate with today’s health-conscious consumers while preserving the trust, integrity, and values that have guided Edward & Sons for nearly five decades.
At the heart of the update is a refreshed presentation and a clearly defined family of brands, highlighting the connection between Edward & Sons®, Native Forest®, and Let’s Do Organic®. The thoughtful evolution honors the company’s longstanding commitment to Convenience Without Compromise® while introducing design enhancements that make its trusted products more accessible and discoverable for today’s shoppers.
“For nearly five decades, Edward & Sons has earned the trust of consumers and retail partners alike,” said Liz Dee, CEO of Edward & Sons. “This refreshed identity is not about changing who we are – it reflects our commitment to showing up with greater clarity and renewed visual vibrancy while strengthening the foundation that supports our next chapter of growth. As a family business, we think in generations, not quarters, and this work ensures Edward & Sons remains an enduring partner for decades to come.”
Category-Defining Innovation, Recognized by the Industry
Edward & Sons’ commitment to innovation continues to earn industry recognition. The brand’s Pad See Ew organic whole grain, gluten free brown rice noodles was named as a NEXTY Award finalist, one of the natural products industry’s most respected honors. The NEXTY Awards recognize the most progressive, innovative, inspiring, and trustworthy products— spotlighting brands that are shaping the future of natural and organic food. The finalist distinction underscores Edward & Sons’ ability to deliver globally inspired flavors while meeting today’s standards for clean ingredients, transparency, and convenience.
Throughout its history, Edward & Sons has been a category leader, introducing products that helped define modern American pantry staples—including Miso Cup, the first instant miso soup, and the first organic coconut milk. The refreshed brand builds on that legacy of innovation, reinforcing Edward & Sons’ leadership in plant-based and organic convenience foods that prioritize quality, taste, ethical sourcing, and accessibility.
Expo West Big Reveal
Edward & Sons will officially debut its refreshed brand identity at the 45th Annual Natural Products Expo West, Booth N829, North Hall Level 100, March 4-6, 2026, at the Anaheim Convention Center in Anaheim, Calif., continuing its long-standing presence there since the inaugural show.
Media are invited to schedule booth visits or meetings in advance by emailing steve@compassnatural.com
About Edward & Sons®
Edward & Sons Trading Company, Inc. is an independently owned, second generation family food business based in Carpinteria, California. Since 1978, Edward & Sons has offered a distinctive portfolio of plant-based, natural, organic, and sustainably sourced grocery brands—including Native Forest®, Let’s Do Organic®, and more. Committed to ethical sourcing and environmental stewardship, Edward & Sons provides nourishing foods that support both local communities and the planet. The company proudly partners with retailers across North America to deliver Convenience Without Compromise®. Edward & Sons products can be found wherever natural foods are sold. To learn more, visit EdwardandSons.com and search the Store Locator or Online Retailers list to find products near you. Follow on Instagram, TikTok and Facebook.
Media Contact: Steven Hoffman, Compass Natural, steve@compassnatural.com, tel 303.807.1042
ArniPatch™ Announces Partnership With Major League Soccer's Los Angeles Football Club
Natural, drug-free, homeopathic hydrogel patch brings science-forward recovery support to professional athletes and active Angelenos
LOS ANGELES (Feb. 12, 2026) — ArniPatch™, a natural, homeopathic hydrogel patch designed to support muscle recovery, today announced a new partnership with Los Angeles Football Club (LAFC). As a Proud Partner of LAFC, the collaboration brings ArniPatch’s science-forward recovery technology to one of Major League Soccer’s most dynamic teams, reinforcing a shared commitment to performance, innovation, and community.
“Today’s athletes are increasingly focused on recovery as a critical part of performance,” said Tack Soo Nam, Founder of LaboFlex, Inc., the U.S. subsidiary of Wooshin Labottach, and the company behind ArniPatch. “Our partnership with LAFC reflects a shared belief that recovery should be effective, safe, and accessible not only for professional athletes, but for anyone leading an active lifestyle.”
Bringing Recovery to the Heart of the LAFC Community
The partnership will officially kick off at LAFC x Inter Miami Fan Fest, a season-opening celebration bringing together players, supporters, and partners for an afternoon centered on sport, culture, and community.
The Fan Fest will take place on Saturday, February 21, 2026, from 2:00–6:00 p.m. at Christmas Tree Lane Park in Los Angeles. Designed as a high-energy pre-match experience, the event offers fans an opportunity to engage with the LAFC community ahead of the upcoming season.
As part of the event, ArniPatch will host an on-site booth featuring interactive fan experiences, including:
Traditional Korean games
Prizes and giveaways
Free ArniPatch samples for attendees
Additional event details and updates will be shared via ArniPatch’s social channels. Fans are encouraged to follow @arnipatch_us for the latest information as the event approaches.
Building on the momentum of the season-opening Fan Fest, ArniPatch will continue to engage fans through select LAFC Fan Fest activations and match-day touchpoints throughout the 2026 season—bringing professional-grade recovery tools closer to the broader LAFC community, including:
LAFC vs. San Jose — April 19 at BMO Stadium-Christmas Tree Lane Park
LAFC vs. San Diego — August 15 at BMO Stadium-Christmas Tree Lane Park
LAFC vs. Galaxy — October 25 at BMO Stadium-Christmas Tree Lane Park
Performance Recovery, Reinvented
ArniPatch represents a modern evolution of traditional Arnica Montana, delivering homeopathic arnica through a hydrogel patch designed for prolonged comfort and consistent support. Unlike creams or gels that can wear off quickly or irritate the skin, ArniPatch uses a controlled-release hydrogel system that provides relief for up to 8-12 hours.
Developed by LaboFlex’s specialized R&D team, ArniPatch combines:
Arnica Montana 1X HPUS (1%), a natural ingredient traditionally used to support recovery from bruising, swelling, and muscle soreness
Hydrogel patch technology for cooling and soothing effects
Elastic fabric construction for comfort and ease of application
A drug-free, scent-free, low-risk option suitable for athletes and individuals experiencing “pill fatigue”
Designed to support recovery and not just mask pain, ArniPatch helps address the body’s inflammatory response while offering a cleaner, safer topical alternative.
Trusted by Athletes, Designed for Real-World Recovery
ArniPatch is commonly used in scenarios such as post-match recovery, travel stiffness, post-manual therapy care, and ongoing management of high-load areas during training cycles. Its gentle adhesion is intentionally engineered to prioritize skin comfort, making it well-suited for extended wear, though adhesion may vary in high-movement areas.
“ArniPatch’s innovative approach to performance makes them a perfect partner for LAFC. We’re always looking to collaborate with brands that share our ambition to elevate the fan and player experience, and ArniPatch embodies that mindset,” said Terry Tsouratakis, Vice President of Corporate Partnerships for the Los Angeles Football Club.
Recovery for the Community
Beyond the pitch, the partnership underscores LAFC’s role as a cultural force in Los Angeles and ArniPatch’s mission to make pro-level recovery tools accessible to everyday athletes, from weekend soccer players and runners to cyclists and gym-goers.
“LAFC brings together sport, culture, and community, and we’re excited to be part of that energy,” said Nam. “ArniPatch is here to support recovery not just for players, but for the fans and active Angelenos who live life in motion.”
About ArniPatch™
ArniPatch™ is a natural, homeopathic hydrogel patch designed to support recovery from muscle pain and stiffness, bruising, sprains, and inflammation. Formulated with Arnica Montana 1X HPUS (1%), ArniPatch delivers targeted, long-lasting comfort for up to 12 hours through advanced hydrogel patch technology that provides cooling and soothing effects. Developed by LaboFlex, Inc., the U.S. subsidiary of Wooshin Labottach—the first company to develop an arnica hydrogel-type patch—ArniPatch represents a modern evolution of traditional topical arnica formulations. With a focus on proven safety, efficacy, and innovation, LaboFlex’s R&D team develops recovery solutions that combine natural ingredients with advanced delivery systems.
ArniPatch is FSA/HSA eligible, offering a convenient option for consumers managing recovery and wellness expenses. More information can be found on the ArniPatch website and purchased at Walmart and on Amazon.com. Follow ArniPatch on Instagram, Facebook, and LinkedIn.
About Los Angeles Football Club
The 2022 MLS Cup Champion Los Angeles Football Club (LAFC) has represented the greater Los Angeles area in Major League Soccer since 2018. The two-time Supporters' Shield Champions (2019, 2022) and 2024 U.S. Open Cup Champions, LAFC is dedicated to building a world-class soccer club that represents the diversity of Los Angeles and is committed to delivering an unrivaled experience for fans. LAFC’s ownership group is comprised of local leaders and innovators of industry with intellectual capital, financial prowess, operations expertise, and success in the fields of entertainment, sports, technology, and media. LAFC is invested in the world’s game and Los Angeles, constructing and developing the 22,000-seat BMO Stadium and a top-flight training center on the campus of Cal State Los Angeles.
Media Contact: Steven Hoffman, Compass Natural, steve@compassnatural.com, tel: 303.807.1042
Colo. Natural Products Legacy Julie & Barney Feinblum Herb Garden to Take Root at CSU
Inspired by decades of values-driven leadership in the natural foods movement, the garden will celebrate the power of plants and serve as a living classroom for students and the community.
FORT COLLINS, Colo. (Feb. 11, 2026) — Colorado State University is proud to announce the creation of the Julie and Barney Feinblum Herb Garden, a new, endowed, living classroom that will celebrate Colorado’s influential role in the natural, organic and herbal products movement while educating future generations of students through hands-on plant science.
Endowed in perpetuity through a gift from longtime natural products industry leader Barney Feinblum and his wife, Julie, the herb garden will honor Colorado’s natural products industry by featuring medicinal, culinary, and tea herbs and serve as a tangible bridge between education, research, history and industry.
“I really believe you can change the world with a few simple plants,” Feinblum said. “Celestial Seasonings did just that.”
Feinblum would know. In fact, he helped shape the natural and organic food movement long before it entered the mainstream. After training as an industrial engineer at Cornell University, he moved to Colorado in the early 1970s, where he earned an MBA in finance and met his future wife, Julie. A dedicated natural products enthusiast, Julie encouraged Barney to take a job at Celestial Seasonings, which at the time was still a small herbal tea startup business. His role grew over the next several years from managing the factory floor to serving as CEO, where he helped build Celestial Seasonings into a national brand.
“What Celestial Seasonings taught me was that you don’t have to compromise your values to be successful,” Feinblum said. “You can make sales and make a profit and still lead with truth, beauty and goodness.”
Those values continued to guide Feinblum’s career when he later became CEO of Horizon Organic, where he helped introduce the first national brand of organic milk in the United States—transforming the dairy industry by proving that consumers would invest in their values.
Building on the Land Grant University Ethos
That same belief—where science, education, business, and values reinforce one another—eventually brought the Feinblums to Colorado State University. There, at the main campus in Fort Collins and the new Denver Spur Campus, they were struck by the university’s world-class facilities, research, and innovation in agriculture and food systems—and by one notable absence.
“I remember thinking, this is the perfect place for an herb garden,” Barney said. “As a land-grant university so deeply connected to agriculture and the environment, it felt like a natural next step.”
This became the seed for the Julie and Barney Feinblum Herb Garden, which will be built adjacent to CSU’s existing “Trial Garden.” Spanning nearly three acres on the university’s main campus in Fort Collins, the Trial Garden evaluates more than 1,000 plant varieties on an annual basis, and is one of Northern Colorado’s top visited destinations.
Recognizing Colorado’s Natural and Herbal Products Legacy
As Colorado’s land-grant university, and a national leader in agriculture, veterinary medicine, and food science, CSU is uniquely positioned to house an herb garden that honors the state’s outsized role in shaping how America eats. The garden will recognize Colorado’s natural products community while giving students the opportunity to see, touch, and study the plants that launched entire industries—from tea and herbal medicine to functional foods.
“You don’t change the world when you’re my age,” Barney Feinblum said. “You do it when you’re young and when you have energy, enthusiasm and a desire to make the world better. That’s why this garden matters. It’s a living classroom.”
For Feinblum, the garden also represents gratitude and giving back. “Colorado changed my life,” he said. “We built a good life here, and we want to give back to the state that gave us so much.”
Looking ahead, Feinblum hopes the garden will grow into one of the nation’s leading herb collections, supported not only by his family but by the broader natural products community. “In the end, values, science, and entrepreneurship can coexist. You can have values and character in business and still change the world. All you need are a few plants.”
Groundbreaking ceremonies for the new herb garden at the CSU main campus in Fort Collins are planned for April 2026.
Help This Garden Grow
The Julie and Barney Feinblum Herb Garden will be designed to evolve by expanding its plant collections, educational programming, and student impact over time. While endowed in perpetuity, its long-term vision depends on a broader community of supporters who believe in the power of plants, science, and values-driven leadership.
There are many ways to be part of this living legacy:
Support student learning through experiential education and research
Honor Colorado’s natural products community and its pioneering role in shaping how we eat and live
Help expand one of the nation’s leading university-based herb collections
Whether you are an alumnus, industry leader, grower, researcher, or simply someone who believes that small plants can spark big change, your support helps ensure this garden continues to inspire future generations. Click here to learn more about how to contribute.
About Julie & Barney Feinblum
For Barney and Julie Feinblum, the Herb Garden at CSU is both deeply personal and forward-looking. Throughout their lives, plants—and the values they represent—have shaped their family, work and connection to Colorado. Herbs, in particular, played a defining role in Barney’s career in the natural products industry, where, as former CEO of Celestial Seasonings (and also as former CEO of Horizon Organic), he helped lead organizations that changed how Americans think about food, wellness, and the relationship between business and values. By creating a living herb garden for students, the Feinblums hope to pass forward what plants have given them: curiosity, purpose and the confidence to build something meaningful. Their gift reflects a belief that education should be tangible, values-driven, and rooted in the natural world.
About Colorado State University
Colorado State University is Colorado’s land-grant public research university, recognized nationally for excellence in teaching, research, and community engagement. Based in Fort Collins with statewide and urban reach through initiatives such as CSU Spur in Denver and CSU Extension offices across Colorado, the university advances solutions in agriculture, food systems, environmental stewardship, and sustainability. CSU is also known for its award- winning educational landscapes, including the internationally recognized Annual Flower Trial Gardens and the CSU Campus Arboretum and Botanical Garden, which together serve as living laboratories supporting horticultural research, hands-on learning, and public engagement. Through nearly 300 academic programs and a deep commitment to access, innovation, and impact, CSU prepares students to lead with science, values, and purpose in Colorado and beyond. Visit the CSU Flower Trial Gardens' website for more information and follow on Instagram and Facebook.
Media Contact: Steven Hoffman, Compass Natural, steve@compassnatural.com, tel 303.807.1042
Natural Grocers Wins GMO Labeling Appeal; Supplement Industry Under Pressure
This article first appeared in the February 2026 issue of Presence Marketing’s newsletter.
By Steven Hoffman
In January 2026, the regulatory framework governing the natural products industry encountered significant developments affecting how food and dietary supplements are labeled and regulated. Through a combination of judicial rulings, agency guidance, and legislative proposals, the requirements for transparency and product disclosure are shifting, presenting new compliance considerations for manufacturers and retailers alike.
For CPG brands, ingredient suppliers, and compliance officers, these updates signal a continued move toward explicit, on-package disclosure. Recent events indicate that both the courts and legislators are increasingly prioritizing clear, accessible information for consumers, challenging previous standards that allowed for digital or abbreviated disclosures.
This report outlines two primary developments from the start of the year: the U.S. Court of Appeals ruling in favor of Natural Grocers regarding Bioengineered (BE) disclosures, and a dual-front regulatory discussion involving the FDA and Senator Dick Durbin (D-IL) regarding the dietary supplement sector.
Federal Appeals Court Sides with Natural Grocers in GMO Ruling
In a decision delivered on Jan. 6, 2026, the U.S. Court of Appeals for the Ninth Circuit ruled in favor of a coalition of plaintiffs led by the Lakewood, CO-based retailer Natural Grocers by Vitamin Cottage (NYSE: NGVC) and the Center for Food Safety (CFS). The court’s decision effectively strikes down key portions of the USDA’s Bioengineered Food Disclosure Standard, addressing industry arguments that the previous rules contained exemptions that limited consumer access to information.
The "National Bioengineered Food Disclosure Standard" (NBFDS) has been a subject of debate since its inception. Critics, including the plaintiffs, argued that the USDA’s implementation allowed manufacturers to obscure the presence of genetically modified organisms (GMOs) through the use of digital links and unfamiliar terminology.
According to a Natural Grocers press release, the court’s ruling necessitates a significant revision of USDA rules. The outcome aligns with a long-standing position of Natural Grocers, the nation’s largest family-operated organic and natural grocery retailer, which has prohibited most GMO ingredients in its stores since 2012 and advocated for clearer labeling standards.
The court’s decision focused on three specific areas where the USDA’s previous rules were found to be insufficient or unlawful. Food and beverage manufacturers must now prepare for a regulatory environment that will likely require strategic adjustments in the next rulemaking cycle.
The "Bioengineered" Terminology Battle
First among the court's findings was the rejection of the USDA’s mandate that strictly required the use of the term "bioengineered." Plaintiffs successfully argued that this term is unfamiliar to the average shopper and infringed on free speech rights by prohibiting the use of terms consumers actually understand.
Under the overturned rules, a manufacturer was forced to use "bioengineered" even if their customer base was far more familiar with "GMO" or "Genetically Engineered." According to the Non-GMO Project, recent market research indicates that while 63% of consumers recognize the term "GMO," only 36% are familiar with "bioengineering." By mandating the lesser-known term, the USDA was seen as complicating disclosure. The ruling now paves the way for retailers and brands to use terms that resonate more clearly with their customers, potentially returning the familiar "GMO" acronym to federal disclosures.
Closing the Digital Divide: The End of QR Code Exclusivity
Operationally, a significant aspect of the ruling is the rejection of standalone QR codes as a sufficient means of disclosure. The USDA had previously allowed companies to forgo on-package text disclosures entirely in favor of a scannable code. Natural Grocers and the Center for Food Safety argued that this practice excluded consumers without smartphones, reliable internet access, or technical literacy—demographics that often include the elderly and rural populations.
The court agreed, ruling that companies cannot rely solely on digital disclosures. This decision impacts the "scan to learn more" approach that some large CPG companies had adopted. Brands that utilized digital links to manage label space must now redesign packaging to include clear, on-pack text or symbols accessible to the naked eye.
Highly Processed Ingredients: No More Hiding
Finally, the court found the USDA was incorrect in exempting highly processed foods—such as sugar from sugar beets or oil from canola—simply because the genetic material might not be detectable in the final refined product.
This "highly refined" exemption had been a major point of contention. Natural Grocers argued that even if the DNA is denatured or removed during processing, the ingredient still originates from a bioengineered crop system. The environmental and agricultural impacts remain, regardless of the final chemical structure of the sugar or oil.
"The court’s rejection of the ‘highly refined’ exemption reinforces an important principle: how food is made matters," noted Charlene Guzman, Communications Director of the Non-GMO Project, in a statement to Nosh. Brands that have relied on this exemption should expect closer scrutiny as the USDA revises its rules, particularly for ubiquitous ingredients like oils, sugars, and starches derived from GMO crops.
Heather Isely, Executive Vice President of Natural Grocers, stated that the decision reflects congressional intent. "Congress never intended to require the use of specific terms, the sole use of QR codes, or the exclusion of ingredients made from highly processed GMO crops," she said. "We are pleased the court recognized the shortcomings of the final rule and mandated corrections. Natural Grocers will remain actively engaged in the GMO regulatory process."
George Kimbrell, Legal Director of the Center for Food Safety, added that the ruling ensures consumers will eventually see "clear and accurate GMO label information."
The legal victory is consistent with Natural Grocers' long history of rigorous product standards. Founded in 1955 and with 168 stores across 21 states, the company has utilized a dynamic list—"Things We Won't Carry and Why"—to screen products. As stated in WholeFoods Magazine, if a company cannot verify non-GMO status, Natural Grocers will not stock the item.
The Supplement Industry’s Regulatory Tug-of-War
While the food industry assesses the implications of the GMO ruling, the dietary supplement sector is navigating a complex regulatory landscape. On one hand, the FDA is signaling potential flexibility regarding labeling requirements. On the other, Senator Dick Durbin has reintroduced legislation that could impose new registration requirements.
In a letter to the industry issued on Dec. 11, 2025, the FDA announced it is considering amendments to 21 C.F.R. § 101.93(d). This regulation currently governs the placement of the disclaimer required for structure/function claims under the Dietary Supplement Health and Education Act of 1994 (DSHEA).
Under current rules, supplements making claims such as "Supports heart health" must carry the standard disclaimer: "This statement has not been evaluated by the FDA. This product is not intended to diagnose, treat, cure, or prevent any disease." Regulations have historically required this disclaimer to appear on every single panel where a claim is made. For small bottles, this often leads to "label clutter," where the same disclaimer is repeated multiple times.
According to the National Law Review, the FDA is looking to remove the "each panel" requirement. Kyle Diamantas, FDA Deputy Commissioner for Human Foods, noted in the letter that revising this regulation would "reduce label clutter and unnecessary costs," aligning with the agency's historical enforcement posture.
Effective immediately, the FDA is exercising "enforcement discretion." The agency will not prioritize penalizing companies that do not repeat the disclaimer on every panel, provided the disclaimer appears at least once and is properly linked to the claims. However, companies should proceed with caution; this is a relaxation of placement frequency, not a removal of the disclaimer itself.
Not all experts view this relaxation as positive. Pieter Cohen, M.D., Associate Professor of Medicine at Harvard Medical School expressed concern to Nutraceutical Business Review, warning that reducing disclaimer visibility could mislead consumers. "Then you start saying things such as, ‘We only need it on the actual bottle.’ Then you let the print get smaller," Cohen noted, highlighting the tension between industry simplification and consumer protection.
Durbin Reintroduces the Dietary Supplement Listing Act
While the FDA offers potential labeling flexibility, Congress is considering increased oversight. On Jan. 17, 2026, Senator Dick Durbin reintroduced the Dietary Supplement Listing Act, aimed at modernizing FDA oversight through Mandatory Product Listing (MPL).
The core of the bill would require manufacturers to register products with the FDA, providing product names, ingredient lists, electronic copies of labels, allergen statements, and structure/function claims. This data would populate a public database accessible to consumers.
Senator Durbin’s argument is rooted in the growth of the sector. When DSHEA passed in 1994, there were approximately 4,000 supplements on the market. Today, the FDA estimates there are over 100,000. Durbin argues that the FDA cannot effectively regulate a market it cannot track. "FDA—and consumers—should know what dietary supplements are on the market and what ingredients are included in them. This is FDA’s most basic function," Durbin stated.
As reported by RiverBender, the bill has garnered endorsements from the American Medical Association, US Pharmacopeia, and Consumer Reports. However, the industry itself remains divided, illustrating a strategic difference between its two major trade associations.
A House Divided: CRN vs. NPA
The reintroduction of the Listing Act has reignited a debate between the Council for Responsible Nutrition (CRN) and the Natural Products Association (NPA).
The CRN supports the legislation, viewing transparency as a path to legitimacy and consumer trust. Steve Mister, President and CEO of CRN, stated, "In an era when the Administration has rightly called for more transparency about what we eat and how food is made, it makes sense to apply that same transparency to dietary supplements." The CRN views the registry as a tool to distinguish legitimate, responsible brands from "fly-by-night" actors selling tainted products, arguing that a federal registry is "a transparency tool—not a barrier to innovation."
Conversely, the NPA opposes the bill. Daniel Fabricant, Ph.D., President and CEO of NPA, characterizes it as unnecessary bureaucracy that burdens lawful companies while failing to stop bad actors. Fabricant argues that DSHEA already gives the FDA ample authority; the agency simply fails to use it.
As detailed in Nutrition Insight, NPA fears that the FDA could use the list to arbitrarily challenge ingredients, citing the recent (and reversed) attempt to ban NMN (nicotinamide mononucleotide) as an example of regulatory overreach. "This proposal will hand bureaucrats new leverage over lawful products, cool innovation, and punish companies investing in new science," Fabricant warned.
Conclusion: The Transparency Mandate
As the year progresses, the common thread connecting the Natural Grocers victory and the Durbin bill is transparency. In the food aisle, the courts have ruled that accessibility is key—labels must be readable without a smartphone and use terms the public understands. In the supplement aisle, the debate continues over whether transparency requires a federal database of every product on the market.
For business leaders, the takeaway is operational agility. Packaging workflows must be adaptable, supply chain documentation must be robust, and regulatory monitoring must be constant. The "clean label" trend is extending beyond ingredients to include the regulatory integrity of the package itself.
Natural Grocers has signaled it will remain active, with executive Heather Isely stating, "Natural Grocers will remain actively engaged in the GMO regulatory process." Brands wishing to remain on the shelves of such high-standard retailers must ensure their transparency efforts meet these rising expectations.
Steven Hoffman is Managing Director of Compass Natural Marketing, a strategic communications and brand development agency serving the natural and organic products industry. Learn more at www.compassnatural.com.
Kombucha Culture Brings Costa Rica’s Tropical Heritage to the West Coast
The leading kombucha brand in Central America deepens its U.S. presence, rooted in organic farming, cultural tradition, and bold flavor innovation. Visit Kombucha Culture at Natural Products Expo West Fresh Ideas Marketplace on Tuesday March 3, 2026, in Anaheim, California.
LOS ANGELES (Jan. 26, 2026) — Rooted in the traditions of Costa Rica’s tropical culture and brewed with a deep respect for land and community, USDA certified organic Kombucha Culture is bringing its vibrant pura vida (“pure life”) spirit to more shelves across the West Coast. As the #1 kombucha brand in Central America, Kombucha Culture continues to expand its U.S. presence while staying true to the heritage, sustainability, and craftsmanship that define every can.
The idea for Kombucha Culture was born in 2014 in Southern California. Those initial dreams of creating an elevated kombucha experience flourished into something extraordinary when company co-founders David Comfort and Noel Brady moved to Costa Rica. Surrounded by lush rainforest, inspired by tropical ingredients, and guided by the "Pura Vida" lifestyle, Kombucha Culture evolved into something far bigger than a beverage. The result is a vibrant kombucha collection that captures the essence of Costa Rica’s land, “sabor,” and culture.
“Kombucha Culture started as a dream to create something meaningful and something that honored flavor, function and culture,” said David Comfort, co-founder of Kombucha Culture. “Costa Rica gave us the environment, the inspiration, and the community to turn that dream into reality.”
Kombucha Culture is still proudly brewed and packaged on the farm in Costa Rica using all certified organic ingredients, with fermentation and production carefully monitored by the team to ensure peak freshness. By infusing each brew with local fruits, roots, and plants, the company not only elevates the quality of its kombucha but also supports local farmers and helps preserve time honored agricultural practices.
Over the years, Kombucha Culture has pushed boundaries in the region, launching Central America’s first CBD-infused kombucha, the first hard kombucha in Latin America, and becoming the first USDA Organic-certified beverage produced in Costa Rica. Today, the brand is the leading kombucha in Costa Rica, found coast to coast, from the bustling streets of San José to laid-back beach towns like Malpaís on the Pacific and Puerto Limón on the Caribbean.
“Our connection to Costa Rica isn’t just where we brew, it’s also who we are; it’s like family,” said Mike Schall, U.S. General Manager. “Everything we do is rooted in respect for the land, the people, and the culture that embraced Kombucha Culture from the beginning.”
With consumer interest in fermented and functional beverages continuing to rise, Kombucha Culture offers a rare combination of category leadership, organic farming, and cultural authenticity. As the brand expands its presence in the U.S., Kombucha Culture is currently available in Southern California at premium natural and specialty retailers including Erewhon, Bristol Farms, Jimbo’s Naturally, and Lassens via UNFI, as well as select Pacific Northwest retailers such as Town & Country Markets via Crown Pacific Fine Foods.
Kombucha Culture’s lineup is Certified Organic, vegan, gluten free, and made with real, all-natural ingredients.
Boho: A bright, tropical fusion with tangy notes of fresh ginger, pineapple and hibiscus
Island Roots: Earthy, grounding flavors of turmeric, ginger, lemon and black pepper
Purple Rain: A bold, antioxidant-rich blend with chamomile, lavender and butterfly pea flowers
Golden Hour: A ginger-passion fruit uplift inspired by sun-soaked evenings on the coast
Dragon Rose: A new flavor with a smooth blend of dragon fruit and rose water
Each can delivers probiotic benefits to support digestion, antioxidant-rich ingredients to help fight inflammation, and provides a clean, natural energy along with all the fizzy refreshment of modern soda, but with fewer than 70 calories per can.
Brewed with passion, shared with purpose, and canned with character, Kombucha Culture continues to build a movement—inviting consumers to taste the culture and feel the pura vida spirit in every smooth sip.
Visit Kombucha Culture at Expo West 2026
At Expo West 2026, Kombucha Culture will bring its tropical lineup to life in the Fresh Ideas Organic Marketplace, Tuesday March 3rd, at Table #F29. Attendees can experience its signature flavors and discover how the brand bridges Costa Rica’s vitality with California’s surf-and-sport lifestyle.
About Kombucha Culture
Drink Smart. Live PURA VIDA.
Kombucha Culture is a craft kombucha brand brewed in Costa Rica and inspired by the country's pure vida lifestyle which is a celebration of health, happiness, and connection. Made with Certified Organic, vegan, and gluten-free ingredients, Kombucha Culture features zero artificial flavors, all-natural tropical ingredients, and 70 calories or less per can. Each probiotic-rich, antioxidant-packed blend is designed to refresh, energize, and restore balance naturally. Kombucha Culture is available at premium natural and specialty retailers including Erewhon, Bristol Farms, Jimbo's Naturally, Jensen’s Market, and Lassen's in Southern California, as well as select Pacific Northwest retailers such as Town & Country Markets and through leading distributors including UNFI (Moreno Valley). Learn more at kombuchaculture.com and follow on Instagram and Facebook.
For wholesale inquiries, contact puravida@kombuchaculture.com
Media Contact: Steven Hoffman, Compass Natural, steve@compassnatural.com, tel 303.807.1042
Redefining Better-for-You Snacking: DEFI Snacks Combines Superfood Innovation & Time-Released Fuel
After a breakout year, the award-winning, woman-owned brand accelerates growth with bold new flavors and formats. Visit DEFI Snacks at Natural Products Expo West at Booth #8913.
CHATHAM, N.J. (Jan. 13, 2025) — DEFI Snacks is redefining modern snacking by combining indulgence, performance, and purpose into superfood-infused chocolate bites. Female-founded and rooted in global tradition, DEFI delivers high-protein snacks designed for fitness-minded, clean-eating consumers who refuse to choose between nourishment and indulgence.
Each DEFI Snack recipe is built on sprouted organic buckwheat, a fiber-rich superfood. Combined with fast-absorbing whey protein crisps that offer immediate energy and slow-digesting European-grade casein protein that digests slowly to promote longer-lasting satiety, DEFI delivers time-lapsed nutrition that satisfies immediately and fuels the body over time.
Founded by Tatyana Jones, DEFI Snacks was inspired by her Ukrainian upbringing, where buckwheat is a daily staple, much like rice or potatoes in the U.S. Across Ukraine and neighboring Slovak countries, buckwheat has long been valued for its resilience, nourishment, and versatility. When Tatyana moved to the United States, she was surprised to find that buckwheat was largely unknown and widely misunderstood.
“Most people assume buckwheat is a wheat or some type of a grain,” says Tatyana. “In reality, it’s neither. Buckwheat is a naturally gluten-free flower seed, and nutritionally outperforms many of today’s trendy ingredients. It’s great for your gut, is loaded with fiber, protein, vitamins and antioxidants … and the list goes on.”
Motivated by the untapped potential of buckwheat, Tatyana partnered with a trusted scientist to explore white-space opportunities for a buckwheat-based product. After much experimentation and category analysis, she identified a clear gap in the market: snacks that are truly indulgent, yet go beyond empty calories with nutrient density and function.
Shortly after, Tatyana partnered with Chef Jean-François Bonnet, known for helping formulate many of the original Hu Chocolate flavors before the brand was sold to snacking giant Mondelez.
A New Definition of Indulgence
DEFI stands for "Delicious Energizing Fitness Indulgence," a philosophy reflected in its lineup of high-protein, superfood-infused chocolate bites:
Dark Chocolate Himalayan Salt Crispy Superfood Bite
Dark Chocolate Crispy Superfood Bite
Milk Chocolate Crispy Superfood Bite
Milk Chocolate Peanut Butter Crunch Crispy Superfood Bite (new)
Each crunchy bite is crafted to deliver sustained, time-lapsed nutrition which satisfies immediately and fuels the body over time, keeping you satisfied for hours.
Ingredient Integrity, by Design
DEFI Snacks' formulations connect nutrient-dense recipes with modern consumer values of sustainability, women’s empowerment, and flavors with universal appeal. Each flavor starts with premium-quality chocolate, infused with better-for-you ingredients that control sugar intake and satiety, while delivering other health and functional benefits.
Key Ingredients Include:
Real premium non-GMO chocolate, featuring 70% cacao dark chocolate sourced from the Dominican Republic and Ecuador or velvety 38% cacao milk chocolate from Peru. Both chocolates are sourced through a leading B Corp-certified chocolate producer committed to sustainable and fair practices, with full traceability of cacao beans down to the village level.
Sprouted Organic Buckwheat, a naturally gluten-free and grain-free superfood superfood rich in protein, fiber, B vitamins, magnesium, and antioxidants. Buckwheat contains prebiotic fiber that helps slow sugar absorption and support gut health and is also one of the most sustainable ingredients that exists. True to the DEFI brand’s ethos, buckwheat enriches everything it touches. Farmers adore it because it requires low to no maintenance, yet it makes the earth it grows in incredibly fertile.
European-grade non-GMO Whey Protein Crisps, a fast-absorbing milk protein crisp delivering immediate energy and a crunchy texture
European-grade non-GMO pure casein protein powder, a slow-digesting milk protein that promotes longer-lasting satiety and keeps you fuller over time
Together, this combination delivers a multi-sensory texture by combining smooth chocolate with crispy crunch and sustained satisfaction that resonates strongly with Gen Z and millennial consumers. Furthermore, DEFI avoids the calorie-cutting shortcuts common in the category, choosing real ingredients and balanced nutrition without compromising taste or long-term integrity.
A Female-Led Brand That Lifts Others
DEFI Snacks is built on defiance, not just of traditional snacking norms, but of how business is done. As a female-founded company, DEFI donates 1% of its profitable sales to women-owned startups that defy the odds, reinforcing its commitment to entrepreneurship, equity, and community. As the brand grows, it hopes to lift itself by lifting others, growing its influence in the community.
The brand’s mission sits at the intersection of health, fitness, entrepreneurship, and female empowerment, creating indulgence with intention for busy professionals, clean-eating foodies, and performance-driven lifestyles.
Retail Momentum and Industry Recognition
DEFI Snacks' rapid growth in the past year has earned both buyer attention and award-winning industry acclaim, including:
RangeMe’s #3 Most Popular Snacking Brand in only 10 months
DEFI is currently available direct as well as through UNFI, following acceptance into the highly competitive UNFI Up Next Program, enabling regional and national distribution for game changer brands.
Looking Ahead: 2026 Innovation and Growth
DEFI Snacks is entering its next phase of growth with plans for new flavors, new formats, and innovative vegan options launching in 2026. Upcoming formats are designed to meet consumers across more occasions and channels, while leaning into delivering high protein and high fiber — claims both retailers and consumers are searching for.
To support national retail expansion, DEFI has also kicked off a 2026 seed raise, targeting $1.5 million to fuel distribution, innovation, and brand growth at shelf.
Visit DEFI Snacks at Natural Products Expo West, March 3-5, 2026, at Booth #8913 (ACC Level 3), Anaheim Convention Center, Anaheim, CA.
About DEFI Snacks
DEFI Snacks is a female-founded, purpose-driven snack brand redefining indulgence through protein-infused real premium chocolate bites, made with sprouted organic buckwheat, a superfood like no other! Rooted in Ukrainian tradition and built for modern lifestyles, DEFI connects satisfaction, nutrition, empowerment, and flavor — while donating 1% of profits to women-owned startups that dare to defy the odds. Products can be purchased on their website, via Amazon and at Raley’s (Northern California), Wakefern / ShopRite (East Coast), and over 150 independent retailers nationwide. Follow DEFI Snacks on Facebook, Instagram, TikTok, and LinkedIn.
For Wholesale Inquiries email sales@defi-snacks.com
Qualified Investor Inquiries email tatyana.jones@defi-snacks.com
Media Contact Steven Hoffman, Compass Natural, steve@compassnatural.com, tel 303.807.1042
Industry Leaders Respond to USDA’s Funding Announcement for Regenerative Agriculture
This article first appeared in the January 2026 issue of Presence Marketing’s newsletter.
By Steven Hoffman
U.S. Secretary of Agriculture Brooke Rollins, alongside U.S. Health and Human Services (HHS) Secretary Robert F. Kennedy, Jr., and Centers for Medicare & Medicaid Services Administrator Mehmet Oz, M.D., on December 10 announced a $700 million Regenerative Pilot Program to help American farmers adopt practices that improve soil health, enhance water quality, and boost long-term productivity, all while building a healthier, more resilient food system, said USDA. According to the release, HHS also is investing in research on the connection between regenerative agriculture and public health, as well as developing messaging to explain this connection.
“Protecting and improving the health of our soil is critical not only for the future viability of farmland, but to the future success of American farmers. In order to continue to be the most productive and efficient growers in the world, we must protect our topsoil from unnecessary erosion and improve soil health and land stewardship. Today’s announcement encourages these priorities while supporting farmers who choose to transition to regenerative agriculture. The Regenerative Pilot Program also puts farmers first and reduces barriers to entry for conservation programs,” said Secretary Rollins.
Administered by USDA’s Natural Resources Conservation Service (NRCS), the new Regenerative Pilot Program is designed to deliver a streamlined, outcome-based conservation model—empowering producers to plan and implement whole-farm regenerative practices through a single application. In FY2026, the Regenerative Pilot Program will focus on whole-farm planning that addresses every major resource concern—soil, water, and natural vitality—under a single conservation framework. USDA said it is dedicating $400 million through the Environmental Quality Incentives Program (EQIP) and $300 million through the Conservation Stewardship Program (CSP) to fund this first year of regenerative agriculture projects. The program is said to be designed for both beginning and advanced producers, ensuring availability for all farmers ready to take the next step in regenerative agriculture.
To support the program, NRCS is establishing a Chief’s Regenerative Agriculture Advisory Council “to keep the Regenerative Pilot Program grounded in practical, producer-led solutions,” USDA said. The Council will meet quarterly, with rotating participants, to advise the Chief of NRCS, review implementation progress, and help guide data and reporting improvements. Its recommendations will shape future USDA conservation delivery and strengthen coordination between the public and private sectors.
USDA also said it is permitting public-private partnerships as part of the Regenerative Agriculture Initiative (RAI), claiming that such partnerships will allow USDA to match private funding, thus stretching taxpayer dollars further, and bringing new capacity to producers interested in adopting regenerative practices.
We asked leaders in regenerative agriculture to weigh in on USDA’s announcement. Here’s what they had to say:
Hannah Tremblay, Policy and Advocacy Manager, Farm Aid
As a strong supporter of regenerative agriculture, Farm Aid welcomes USDA’s funding announcement for regenerative agriculture, but the lack of details about the program's specifics means we're unable to give a full response or analysis. From the few details that have been provided to date, this looks like a streamlining of processes and possible restructuring of existing funding, but does not appear to represent new funding for these programs.
The chronic underfunding and oversubscription of the EQIP and CSP programs – two crucial conservation programs – are ongoing problems that this administration and Congress have not addressed. The recent budget bill passed by Congress makes it easier for large operations to disproportionately use EQIP and CSP dollars by removing payment limits and Adjusted Gross Income (AGI) requirements. Policies like these make these programs less accessible to small and diversified farming operations and do a disservice to family farmers who are trying to enact conservation practices.
This sudden embrace of regenerative agriculture flies in the face of the other policies we've seen from this administration, including canceling the Climate Smart Commodities Program, EPA's fast tracking of pesticides and cuts to USDA's NRCS staff, who are crucial to helping farmers implement soil health practices.
Matthew Dillon, Co-CEO, Organic Trade Association
There are still many details to come in the implementation of the NRCS regenerative program, but the Organic Trade Association (OTA) is always supportive of programs that help farmers transition to improved management of their natural resources. It would appear that it will give farmers an à la carte menu of practices that they can select and create a less burdensome bundled approach with NRCS. If we can make it easier for farmers to better care for natural resources, that’s a good outcome.
The optimal outcome would be for farmers to have integrated and holistic conservation plans, like those that organic farmers do in their annual Organic System Plan. And ideally, that would include pesticide mitigation plans for those farmers who are conventional. Hopefully for some of these farmers it will be an on-ramp to exploring opportunities in organic markets.
At the end of the day, policy incentives will only go so far in rewarding farmers for ecosystem services – markets and consumers are essential. Organic is the only third party, verified, backed-by-law marketplace that does that. We will work to make sure organic farmers have adequate access and get recognition in these programs.
Ken Cook, Executive Director, Environmental Working Group
Basically, I’m pretty skeptical of the Regenerative Pilot Program. If you look at all of Robert F. Kennedy, Jr.’s big talk during the Trump campaign and then during the transition regarding subsidies, $700 million rebranded from existing programs (with multi-billion-dollar budget baselines that a lot of us built and defended) is hardly the bold action he promised. The emphasis on efficiency and red tape is interesting—whole farm plans that originated in the 1930s and 1940s in the old Soil Conservation Service (SCS) are all about paperwork and red tape, and going back, a lot of us in the conservation world (and reformist elements within NRCS) pushed the agency to focus on practices aimed at priority lands/problems. Reformers in NRCS in the 1980s and after always felt whole-farm plans were make-work that resulted in career advancements (and documents on farmers’ shelves) but not necessarily conservation on the ground.
There was no emphasis at the press conference announcing the program on reducing pesticides. Nor was there any emphasis on aiming some of the money at organic, the only system out there that does fulfill the MAHA rhetoric from farm to grocery shelf.
And of course, during the Biden administration there was so much emphasis in regenerative circles on climate progress via carbon farming, carbon sequestration, farmers selling carbon credits, and so on, but those words and objectives have been forbidden by USDA. (We always thought the carbon stuff was way oversold—and not needed to justify lots of benefits from mixed crop-livestock farms, longer more diverse rotations, cover crops and other sensible practices that…have also been around and under-deployed by farmers since the 1930s despite BILLIONS spent by taxpayers on free technical assistance and cost-sharing).
Then of course there are the ‘antithesis-of-MAHA’ cuts to vital programs earlier this year to get local food to schools and food banks, the reductions in NRCS staff to do those whole-farm plans, and the massive, multi-billion-dollar subsidies that have been paid in tariff reparations to big commodity operations—whose payment limits have been generously increased to make sure the biggest operations get the most money.
Christopher Gergen, CEO, Regenerative Organic Alliance
The Regenerative Organic Alliance (ROA) welcomes the USDA’s announcement of a new Regenerative Pilot Program as an important signal of federal commitment to advancing healthier soils, more resilient farms, and stronger rural economies. We applaud this growing recognition that agriculture must go beyond extraction toward restoration, a core belief that has guided our work since the creation of the Regenerative Organic Certified® (ROC™) standard.
As USDA begins shaping the program’s criteria and implementation, ROA encourages alignment with the rigorous, holistic principles that define regenerative organic agriculture: improving soil health, ensuring dignified and fair conditions for farm workers, and supporting the humane treatment of animals. These three pillars are foundational to the ROC framework and have proven essential to achieving long-term ecological, economic and community benefits.
We are encouraged that the USDA acknowledges the role of organic systems in regenerative agriculture. ROC builds on USDA Organic as a necessary baseline for eliminating toxic synthetic pesticides, fertilizers, and GMOs — inputs that undermine soil biology, water quality, pollinator health, and farmworker safety. ROC then goes further by requiring additional soil health practices, pasture-based animal welfare, and fair labor conditions.
As decades of peer-reviewed research and field evidence show, regenerative practices alone cannot fully deliver intended environmental outcomes if they allow routine use of synthetic chemicals. The scientific record also shows that organic systems, including those that strategically use tillage for weed control in lieu of herbicides — consistently build soil carbon, increase water retention, reduce erosion, and improve microbial diversity. We encourage USDA to ensure that any regenerative agriculture program reflects this evidence by prioritizing systems that avoid toxic inputs and protect both ecological and human health.
The rapid expansion of regenerative claims creates both opportunity and risk. Without clear definitions, rigorous standards, and third-party verification, the regenerative category is vulnerable to greenwashing and consumer confusion. Independent analysis has shown that some non-organic regenerative labels allow herbicides, GMOs, synthetic fertilizers, and minimal verification, which could undermine public trust and the credibility of the entire regenerative movement.
With the right structure, USDA’s initiative can accelerate the transition to a food and fiber system that heals the land, strengthens rural communities, and ensures a healthier future for all; a vision that drives our mission every day. ROA looks forward to engaging with USDA as this pilot advances and to contributing our expertise, data, and proven frameworks to help shape a regenerative future rooted in integrity, transparency, and meaningful impact.
Jeff Tkach, Executive Director, Rodale Institute
Rodale Institute welcomes the USDA’s announcement of the new Regenerative Pilot Program and views it as an important signal that soil health, farm resilience, and long-term productivity are increasingly central priorities within American agriculture. This moment reflects a growing federal recognition that healthy soil is foundational to a secure food system, climate resilience, and human health.
For more than 78 years, Rodale Institute has led the science and practice of regenerative organic agriculture, long before “regenerative” entered the policy lexicon. Through the longest-running side-by-side comparison of organic and conventional farming systems in North America, Rodale Institute has demonstrated that regenerative organic agricultural practices can improve soil health, enhance water quality, increase resilience to extreme weather, and support farm profitability.
With a national network of research hubs, education initiatives and farmer training programs, Rodale Institute has helped producers across regions and production systems transition to regenerative organic practices rooted in measurable outcomes and continuous improvement. This experience, coupled with our leadership as a founding member of the Regenerative Organic Alliance, positions Rodale Institute as a critical partner in ensuring that regenerative initiatives are clearly defined, science-based, and deliver real, lasting benefits for farmers, communities, and the environment.
As the USDA advances this pilot program, Rodale Institute stands ready to contribute its decades of research, farmer-centered expertise, and leadership to help guide its success. By keeping soil health at the center of agricultural policy and practice, we can continue building a food system that supports productive farms, nourishing food, and healthy people, now and for future generations.
Paige Mitchum, Executive Director, Regen Circle
This Regenerative Agriculture Pilot Program is not new. It is a carve-out from the existing Farm Bill’s conservation funds using the same forms, rankings and field offices. The key difference is that they were processing proposals differently. Under the Climate Smart Commodities Program the process went USDA ↔ big project ↔ farmer. This pilot now routes money through individual NCRS contracts so the process flows as NRCS ↔ farmer. This sounds cleaner unless the agency in the middle just lost 20% of its staff, as is the case with the NRCS.
By doing away with the big projects intermediaries you lose the support provided by states, tribes and NGOs whose role was to recruit farmers, do measurement verification and reporting, provide technical assistance and handle smaller payments. Without this the NRCS will need significantly more bandwidth to handle a direct to farmer approach. But they aren’t staffing up; the FY2026 plan indicated further personnel reductions, leaving me to draw only one conclusion: The regenerative pilot program will be woefully under resourced, forcing them to accept applications from large well-resourced operations leaving small and vitally important producers on their own.
In a nine‑day window in December, the administration: backed pesticide maker Bayer in court, poured billions into the most glyphosate‑dependent crop systems, and then unveiled a sub‑billion-dollar regenerative agriculture pilot program as its health‑and‑soil solution. Once again this administration has brilliantly cut social infrastructure and meaningful programs that were supporting small farmers in regenerative transition, shielded a flagship herbicide company from liability, bailed out large monocultures, and in exchange handed us a small carve-out of existing programs with zero new infrastructure or any credible way of executing said program. As such, this reads more as a marketing scheme than it does meaningful policy work, and I hope that the private sector can step up and support the small holder farmers at the heart of the regenerative movement.
They took away the mountain we were slowly, imperfectly but intentionally building, they took a shovel and put a small mound of dirt aside and said, take this and enjoy the view.
Read Page’s full article here.
André Leu, D.Sc., BA Com., Grad Dip Ed., International Director, Regeneration International
In theory, this is a great initiative. Improving soil health through regenerative practices has been long overdue. Most farmers, including many organic farmers, need to adopt these methods. In reality, it will depend on who is selected to sit on the Chief’s Regenerative Agriculture Advisory Council. If it is composed of regenerative and organic farmers, it will be credible. If they repeat the NOSB (National Organic Standards Board) model, it will be hijacked by academics, NGOs and agribusiness. It will be an exercise in greenwashing, promoting no-till Roundup-ready GMOs and other degenerative practices. I don't have confidence that, given the USDA's history with the organic sector, they will choose the credible option.
Alexis Baden-Mayer, Political Director, Organic Consumers Association
I've been looking into where the money's coming from for the Regenerative Agriculture Pilot Program and how much has been allocated versus taken away. This is money Congress appropriated for two regenerative agriculture programs (the Environmental Quality Incentives Program and the Conservation Stewardship Program) with a total annual budget of $4.515 billion. So, if $700 million is going to regenerative, that means $3.815 billion (84%) of EQIP and CSP funds will be going to factory farms and pesticide-drenched genetically modified field crops. Admittedly, Trump's USDA isn't the first to misappropriate these funds this way, but it is the first to celebrate it.
Earlier this year, the USDA refused to disburse $6.062 billion appropriated by Congress for family famers adopting regenerative agriculture practices and serving local markets. Now we're now supposed to be happy because the USDA is earmarking $700 million for regenerative agriculture? I feel like they're trying to convince us two pennies is more than a dollar bill because two is more than one.
Max Goldberg, Founder, Editor and Publisher of Organic Insider
The USDA's announcement of about $700 million dedicated to regenerative agriculture puts the spotlight on the importance of soil health at a critical time and is extremely welcome. Yet, whether this program can actually deliver tangible results to America's farmland remains a serious uncertainty, and there are two questions that must be answered.
First, does the USDA have adequate on-the-ground technical staff to assist farmers in executing regenerative practices while also measuring soil health improvements? Second, will this program actually lead to a reduction in pesticide use? Only time will tell, but the level of skepticism is very high that the funds will be spent in an efficient manner and this will result in meaningful progress.
Dan Kane, Lead Scientist, MAD Agriculture
The Regenerative Agriculture Initiative (RAI), also called the Regenerative Pilot Program (RPP), is a program announced by Secretary Rollins on Dec. 10, 2025. The press release from USDA describes it as a $700 million pilot program for FY2026 focused on helping farmers transition to regenerative practices.
The RAI is not a new program but instead a repackaging of existing USDA Natural Resources Conservation Service (NRCS) conservation programs, including the Environmental Quality Incentives Program (EQIP) and the Conservation Stewardship Program (CSP). Nor does the RAI designate new funding towards either of these programs and the practices they target. It will likely function as a priority national funding pool producers can apply to with some minor modifications to requirements and the application process. Efforts by the prior administration to increase funding to key regenerative practices and the regenerative agriculture community more broadly through the Inflation Reduction Act (IRA) would have provided greater funding overall in FY2026 and beyond.
The IRA added approximately $19.5 billion into USDA conservation programs above and beyond 2018 Farm Bill funding levels over a period of four fiscal years (FY2023-FY2028). EQIP would’ve been expanded by $8.45 billion over that period, with about $3.45 billion of that coming in FY 2026 for a combined total of $5.5 billion in FY2026. CSP would’ve received $3.25 billion over that period with $1.5 billion coming in FY2026 for a combined total of $2.5 billion in FY2026.
Given all the shifts in funding, and the reallocation of IRA funds to CSP and EQIP baseline spending enacted through the One Big Beautiful Bill Act (OBBB), RAI is effectively funded through the reallocation of IRA funds. But, considering the reduction in total funding, it’s still not net new spending compared to what would’ve happened had IRA stayed in place. Although the OBBB increased baseline EQIP and CSP funding over a longer time period, the Congressional Budget Office still estimates that the rescission and reallocation of IRA funds will result in a net decrease of approximately $2 billion in actual conservation spending through FY2034.
While some of the changes included in this program (bundling applications, whole farm planning, soil testing) are good ideas, they’re ideas that NRCS has already applied through other programs. Major reductions in NRCS staff and proposed changes to how the NRCS is structured are likely to limit total capacity and reduce agency efficiency and function. Last, the elimination of income eligibility caps and the potential integration of public/private partnerships into the program raise concerns that this program and USDA conservation programs writ large will end up primarily serving very large farmers and agribusiness interests.
Any USDA programming focused on regenerative agriculture is a welcome addition to the financial stack for producers. No doubt we at Mad Agriculture will keep this program in mind as a potential option for the producers with whom we work. But this is a small win in comparison to the huge loss that came through the rescission/reallocation of IRA funds.
Read MAD Agriculture’s full analysis of USDA’s Regenerative Agriculture Initiative here.
Charles "Chuck" Benbrook, Ph.D., Founder, Benbrook Consulting Services
Chuck Benbrook is the former Chief Science Officer of The Organic Center; former Research Professor, Center for Sustaining Agriculture and Natural Resources, Washington State University; and former Director, National Academy of Sciences Board on Agriculture
As someone who has been deeply involved in soil conservation policy, I was excited to see this announcement from the USDA Natural Resources Conservation Service (NRCS). With $700 million committed in the next fiscal year, it's a pretty substantial investment in regenerative agriculture. The hope is that it will go on with continued, and hopefully increased, funding.
As I read the announcement for the Regenerative Pilot Program, it seems to be a clear recognition by the USDA that soil health and what is needed to enhance the biological integrity and health of the soil has to be a very high priority. In fact, on par with controlling physical erosion. And I think that's the right direction. That's how we're going to lower the cost of production. That's how we're going to clean up water and start dealing with all these rural areas with ridiculously high levels of nitrate in everybody's drinking water. It's how we're going to deal with resistant weeds. Dealing with soil biology at this point is the most important and lowest hanging fruit for healing what ails us.
I think there are two aspects to the significance of USDA's announcement. One, it recognizes farmers anywhere along the continuum, from conventional, chemical-dependent farmers to regenerative organic producers. Wherever you are along the continuum, if you want to move toward a more diversified, resilient, less chemical-dependent system, you have to make multiple changes simultaneously and timed correctly to succeed.
I also think the NRCS approach of entering into customized contracts with growers that start from where they're at and finance the next round of changes in their farming systems, which could include changes in rotations, tillage, cover crop management and water management, is a good one.
It's also a positive that it's a streamlined administrative process where the farmer basically comes in with a proposal and works with the local NRCS and farm services agency staff to come up with how much the cashier payment will be next year and presumably for subsequent years for the practices that are adopted. Of course, one of the big concerns that people have is how progress is going to be monitored and quantified in a convincing way. Also, like everyone, I'm curious to see the details of how NRCS is going to structure the contracts.
My wish with this program is that smaller producers will have as much access as larger operators, however the fact is, those big commodity farmers tend to get favored when it comes to grants. Yet, I didn't see anything in the announcement to suggest that the NRCS is going to take into account the size of the farm in allocating the available funds. But let's face it, the larger, more sophisticated, often multi-owner, farms are going to be in the door first with well thought out proposals.
Regarding the appointment of an Advisory Council to help oversee the Regenerative Pilot Program, I think (USDA) Secretary Rollins has had a constructive series of conversations with people that come out of the organic and regenerative community. I also think she'll insist that a few folks from that world are on this advisory committee. But, you know, if past is prologue, the soybean growers will have a rep, the cotton council will have a rep and the pesticide industry will have a couple of reps. And it might not be somebody that's working actively for a pesticide manufacturer today, but it could be someone who has deep roots in that community. They may be an academic now. They may work for a consulting firm, but you know, the politics inside these federal agencies is really brutal.
The NRCS regenerative program has great potential to be the fulcrum to start the transition towards more diversified, sustainable regenerative systems, but for it to work in a meaningful way at scale, it has to be combined with a similar negotiated change in how commodity program subsidies and crop insurance subsidies are currently supporting agriculture. And that's the core idea behind what we're working on now called the Farm Economic Viability and Renewal Act, or FEVER Act, to help spark discussion among agriculture community leaders and policymakers of the systemic reforms in policy needed to avoid ever-larger bailouts in the not-too-distant future.
The large sums of taxpayer money at play — over $40 billion in farm support in 2025, and likely even more in 2026 — heighten the urgency of reaching agreement on substantive policy changes. The pressing challenge is to not invest taxpayer dollars during 2026 and beyond in bigger and better band aids, but instead in support of the deeper, systemic changes in farming systems that most farmers, advocates for healthier rural communities, scientists, and policy wonks know are needed.
Companies interested in partnering with USDA NRCS in the Regenerative Pilot Program can email regenerative@usda.gov for more information. Farmers and ranchers interested in regenerative agriculture are encouraged to apply through their local NRCS Service Center by their state’s ranking dates for consideration in FY2026 funding. Applications for both EQIP and CSP can now be submitted under the new single regenerative application process.
Steven Hoffman is Managing Director of Compass Natural Marketing, a strategic communications and brand development agency serving the natural and organic products industry. Learn more at www.compassnatural.com.
Non-UPF Verified Sets a New Standard for Ultra-Processed Foods
This article first appeared in the December 2025 issue of Presence Marketing’s newsletter.
By Steven Hoffman
In mid-November, an international team of 43 scientists released a landmark series of papers in The Lancet concluding that ultra-processed foods (UPFs) now pose a “clear global threat” to public health. Drawing on more than 100 long-term studies, Reuters reported that the series links higher UPF intake to increased risk of obesity, Type 2 diabetes, cardiovascular disease, cancer, depression, and all-cause mortality.
Coverage in outlets from The Guardian and ABC News to NPR underscores the gravity of the findings. One analysis noted that UPFs are associated with harm to every major organ system in the body, and that these products are rapidly displacing fresh and minimally processed foods worldwide. University of North Carolina nutrition researcher and Lancet series coauthor Barry Popkin told NPR, “We can say now that truly ultra-processed food represents a clear global threat to our health—not only our physical health but also mental health in terms of its impacts on depression.”
At the same time, a growing body of consumer and market research points to a widening trust gap. Many shoppers want to avoid UPFs but say they can’t easily tell what qualifies. A recent New York Times Well column explored why ultra-processed products are so hard to resist and so ubiquitous in modern diets, and highlighted the way industrial formulations can override normal satiety signals and blur the line between “food” and “edible product.”
Against this backdrop, the Non-GMO Project’s new Non-UPF Verified Standard lands at a pivotal moment for CPG brands, retailers, and the entire natural and organic products ecosystem.
From GMOs to UPFs: The Non-GMO Project widens its lens
On Nov. 12, the Non-GMO Project formally announced Version 1.0 of its Non-UPF Verified Standard, described as “the nation’s first comprehensive framework” for defining and verifying foods that are not ultra-processed, and called it the “first Non-UPF Verified standard to address the ultra-processed foods crisis.”
The new certification builds on the Non-GMO Project’s 18-year record of third-party verification and its iconic butterfly seal, now found on more than 63,000 products that represent an estimated $50 billion in annual sales.
“Around the world, more people are waking up to the realization that much of what fills our grocery carts is no longer truly food,” said Megan Westgate, founder and CEO of the Non-GMO Project and Non-UPF Verified, at a recent webinar unveiling the new standard. “Doctors and researchers increasingly describe these products as ‘processed edible substances’—industrial formulations engineered for palatability and shelf life rather than nutrition.”
Westgate is careful to say this is not an attack on processing per se. As she told Food Business News: “Processing itself isn’t the enemy. It’s how and why it’s done that matters. The Non-UPF Standard defines a middle ground where convenience and nourishment can genuinely coexist.”
In practice, that “middle ground” is defined by a rigorous ingredient and processing criteria, which are detailed in the Non-UPF Verified Standard v1.0.
Why ultra-processed foods are under fire
The Lancet series and surrounding news coverage sharpen a distinction many in the natural channel have understood for decades: It’s not just what’s in food, but also how it’s made.
The Guardian’s coverage of the Lancet research noted that more than half of the average diet in the U.S. and U.K. now consists of UPFs, with some low-income and younger populations getting up to 80% of their calories from these products. Citing CDC data, ABC News reported that Americans on average consume over half of their daily calories from UPFs.
The Lancet authors point to several mechanisms by which UPFs drive harm:
Disrupted food structure and “hyper-palatability” that encourage overeating and rapid absorption of refined starches and sugars.
High levels of added sugar, sodium, and unhealthy fats.
Widespread use of cosmetic additives and ultra-refined ingredients, some of which may alter gut microbiota or expose consumers to contaminants such as phthalates.
Aggressive marketing and product design that exploit biological reward pathways, particularly in children (MAHA Commission).
In the NPR report, Lancet series coauthor Marion Nestle, professor emerita of nutrition and food studies at NYU and author of “Food Politics,” drew a direct line between the science and the need for policy and marketplace action. She noted that some countries, including Chile, have already shown that warning labels, marketing restrictions, and school food reforms can curb UPF intake. “It’s time to take on the industry,” Nestle said. “They’ve got to stop.”
The Lancet series and recent media reporting all make the point: Ultra-processed foods are not just one more dietary risk factor. They are a structural driver of global chronic disease—and the food system will not change without clear definitions, strong incentives, and credible labels.
‘Disconnected’: What consumers are telling us
In October, the Non-GMO Project released a consumer research report titled “Disconnected,” which summarized the attitudes of U.S. shoppers toward UPFs and the modern food system. Some of the topline numbers from “Disconnected” and related research are striking:
A 2024 Non-GMO Project survey found that 85% of Americans want to avoid ultra-processed foods, but most say they feel overwhelmed and unsupported in trying to do so.
Internal research from the Non-GMO Project’s Food Integrity Collective showed that 68% of shoppers actively try to avoid UPFs, and 70% say they need clearer labeling or third-party verification.
New Hope Network reported that 72% of Americans say they are trying to avoid ultra-processed foods, signaling a powerful demand across mainstream and natural retail.
“Disconnected” emphasized that consumers feel the food system is “out of their hands” — dominated by large corporations using engineered ingredients that are disconnected from natural food sources.
In other words, shoppers are ahead of policy. They are already looking for ways to opt out of UPFs, but they lack tools they can trust. That, more than anything, is the market gap the Non-UPF Verified Standard aims to fill.
The architecture of the Non-UPF Verified Standard
The Non-UPF Verified Standard approaches ultra-processing through two essential frameworks: ingredient integrity and formulation, and processing limits.
1. Ingredient integrity and formulation
The standard targets ingredients that are either emblematic of ultra-processed formulations or under scientific scrutiny for metabolic, neurological, or gut impacts. Collectively, these criteria are designed to protect what the standard calls structural integrity, nourishment, and transparency, steering innovation away from “cosmetic” ingredients and toward minimally processed building blocks:
Non-nutritive and bio-transformed sweeteners (such as aspartame, sucralose, stevia extracts, erythritol, and other sugar alcohols) are prohibited as sugar substitutes. Minimally processed stevia leaf preparations may be allowed only at flavor-level use, not as a core sweetener.
Added sugars are capped by category, typically ranging from low single-digit percentages (by dry weight) for soups, sauces, snack foods, and proteins, to stricter limits for beverages and breakfast foods, and up to roughly 20% for desserts and 40% for some confectionery categories.
Gums, thickeners, hydrocolloids, and texturizers produced via industrial degradation or fermentation—such as carrageenan, microcrystalline cellulose, polysorbates, polydextrose, xanthan gum, and maltodextrin— are largely prohibited.
Artificial colors and certain processed oils are excluded.
Natural flavors are confined to use cases where the corresponding “real” ingredient is present and may not be used to mask the absence of whole foods.
2. Processing limits and food structure
Not all processing is equal. The Non-UPF Verified Standard distinguishes among permissible, conditional, and prohibited methods and requires that:
At least 70% of a product’s weight (or dry weight, for certain categories) must be minimally or moderately processed using permissible methods that preserve the food matrix.
Up to 30% may be “conditionally processed”—for example, certain protein isolates or powders—if they meet specific criteria.
High-impact chemical, structural, thermal, or biological modifications are not allowed, including synthetic biology and 3D-printed ingredients.
The intent is to address the very features UPF critics highlight: extensive fractionation and recombination of ingredients, aggressive “engineering” of texture and flavor, and techniques that break down food structure to the point where the body no longer recognizes the substance as food.
As the standard notes, UPF is as much about the degree and purpose of processing as about individual ingredients. The Non-UPF framework is one of the first to operationalize that insight in a way that is auditable at the product level.
The full standard is publicly posted at NonUltraProcessed.org. The Project has signaled that it will update its prohibited ingredient list annually based on emerging science and pilot feedback.
Pilot brands, early adopters and the reformulation challenge
If Non-UPF Verified is to matter, it has to show up on shelves. The early signs are promising.
A pilot cohort of 16 brands—including both mission-driven emerging companies and established names—has been working with the Non-GMO Project and independent technical administrators to test the Non-UPF verification model across nearly every aisle. In addition, New Hope Network reported that 200 brands are already on the wait list, and that the Non-UPF Verified seal is expected to begin appearing on packages in 2026.
In Douglas Brown’s New Hope Network feature, “Non-UPF Verified: Must-Knows for Natural Brands,” Westgate characterized the program as “a movement, not just a mark,” and noted that reformulation will be essential in categories dependent on gums, stabilizers, and added sugars. “We have some cleaning up to do in this industry,” she said. “Reformulations are needed. We need less sugars and gums. It’s going to be a process. But it does seem like brands are really paying attention.”
For many natural and organic manufacturers, the reformulation challenge may feel familiar. Non-GMO and organic standards forced reevaluation of supply chains and ingredient decks; Non-UPF now pushes deeper into how those ingredients are combined and processed.
For mission-driven brands backed by retailers that cater to ingredient-savvy shoppers, the upside could be substantial:
Differentiation in crowded categories such as ready-to-eat meals, plant-based meats, beverages, and snacks, where formulations can drift toward UPF territory even in “natural” sets.
Alignment with policy trends, as HHS, USDA, and FDA explore definitions and potential regulatory approaches to UPFs.
Deeper consumer trust, particularly among shoppers who already use Non-GMO Project and organic seals as navigational tools in the aisle.
For contract manufacturers and ingredient suppliers, however, this is more than a marketing play—it’s a roadmap for where formulation business is likely headed.
Industry response: Caution, criticism, and opportunity
The Non-UPF standard does not exist in a vacuum. Trade groups and conventional food manufacturers are watching closely and some are pushing back.
Food Business News noted that while states such as California have begun to legislate around certain additives and ultra-processed foods, groups like the Grain Foods Foundation argue that some UPFs can fit into healthy dietary patterns, especially when fortified or reformulated.
More broadly, many industry stakeholders have urged federal agencies to avoid definitions that hinge on processing intensity, arguing that frameworks like the NOVA classification system paint with too broad a brush and risk demonizing shelf-stable, affordable foods.
Westgate and her team acknowledge these debates. In FoodNavigator-USA’s report on the standard, she described the NOVA system as foundational but “not built to solve at the product level,” and emphasized that Non-UPF Verified is designed to be auditable, enforceable, and feasible within current food system realities.
At the same time, the Lancet series and global media coverage are shifting the terms of the debate. ABC News quoted experts who warn that global UPF proliferation is a major public health threat and that voluntary, incremental steps are unlikely to be enough.
In that context, voluntary third-party standards such as Non-UPF Verified may serve a dual role as a pre-regulatory signal to policymakers that industry is capable of responding to the science, and as a competitive differentiator for brands and retailers.
What it means for natural & organic CPG leadership
For marketers in the natural and organic products community, the Non-UPF Verified Standard is not just another badge on the front of the pack. It is a concrete response to three converging forces:
Escalating science: The Lancet series, joined by years of epidemiology, clinical research, and meta-analyses, makes a compelling case that UPFs are a unique risk category and that their impact is global.
Consumer anxiety and demand for coherence: Shoppers are hungry for standards that make sense of conflicting information and give them real agency.
Regulatory and reputational risk: As HHS and USDA gather input on UPF definitions, and as advocacy groups press for action, companies that stay tethered to hyper-processed formulations may find themselves on the wrong side of both policy and public opinion.
For natural and organic brands—many of which built their identity on getting ahead of GMO, pesticide, and synthetic additive concerns—Non-UPF Verified is an invitation to lead again. That leadership could take several forms:
Portfolio mapping: Assess where current SKUs fall on the processing spectrum, and identify quick wins for reformulation versus long-term R&D projects.
Supplier engagement: Challenge ingredient partners to develop minimally processed alternatives to emulsifiers, texturizers, and refined oils that violate the Non-UPF criteria.
Retailer collaboration: Work with retailers to pilot Non-UPF assortments, shelf tags, and consumer education in key categories.
Storytelling and transparency: Use packaging, digital channels, PR, and in-store activations to explain how Non-UPF Verified complements existing organic, non-GMO, regenerative and other claims.
A call to action
The publication of the Non-UPF Verified Standard is not the final word on ultra-processed foods; however, it is the opening of a new chapter. Science will continue to evolve. Policymakers will debate definitions and regulatory levers. Industry groups will push back, negotiate, and in some cases innovate.
But the direction is clear. When The Lancet, The New York Times, The Guardian, NPR, ABC News, and the natural products trade press all make the same point—that ultra-processed foods are undermining global health and consumer trust—the question for our industry is not whether to respond, but how quickly.
For brands that built their business on “better for you,” Non-UPF Verified offers a unique opportunity to help redefine what “better” means at the level of processing itself, and to align product portfolios with a future in which real food—and the integrity of how it’s made—once again takes center stage.
For more information on the standard, please refer to the full Non-UPF Verified Standard v1.0, the Non-GMO Project’s launch announcement, and the Disconnected research report, available via the Non-UPF team’s Google Drive link.
Steven Hoffman is Managing Director of Compass Natural Marketing, a strategic communications and brand development agency serving the natural and organic products industry. Learn more at www.compassnatural.com.
Paul Stamets Speaks at UN on the Power of Mushroom Mycelium
OLYMPIA, Wash. (Nov. 12, 2025) — Internationally renowned mycologist Paul Stamets recently addressed a distinguished audience at the United Nations Headquarters in New York City as part of a global gathering highlighting transformative leaders advancing human and planetary health.*
Stamets' talk explored the powerful immune-supporting properties of Turkey Tail and Agarikon—two mushroom species with extensive research demonstrating their ability to bolster immune function. Drawing on decades of study and discovery, Stamets emphasized how the mycelium of these mushrooms holds profound potential for supporting both personal wellness and the health of our planet.*
"Speaking at the United Nations was truly an honor," Stamets said. "The immense potential of Agarikon and Turkey Tail mushroom mycelium to support immune function cannot be understated. The opportunity to share such remarkable findings in front of a global audience is a true testament to fungi's inextricable role as stalwart allies in the health of both people and planet."*
For 50 years, Stamets has devoted much of his work as a mycologist to researching and advocating for the essential function that fungi have as cultivators of life on this planet. As Founder, Member, and Owner of Fungi Perfecti, LLC, Makers of Host Defense® Mushrooms™, Stamets directs his company to reinvest $1 million annually into mycological research and discovery.*
Stamets' efforts include organizing clinical trials on the efficacy of mushroom mycelium to support human health and contributing to numerous peer-reviewed scientific journal articles in the field of mycology. As owner of Fungi Perfecti and Host Defense, he and his team have cultivated the world's largest Agarikon culture library in a pursuit to preserve the at-risk species.*
"No other company in the mushroom supplement space has contributed more to the field of mycology or fungi for ecological preservation than Fungi Perfecti," Stamets said. "I've ensured that our work has always been in service to science, sustainability, and discovery—this moment at the United Nations stands as a milestone of this lifelong mission."
About Fungi Perfecti, LLC—Makers of Host Defense® Mushrooms™
Fungi Perfecti, LLC is a family-owned company founded by internationally renowned mycologist Paul Stamets, who launched Host Defense Mushrooms under Fungi Perfecti with the goal of building a bridge between people and fungi. Host Defense is now a leading mushroom supplement brand in the U.S., specializing in mushroom mycelium-based supplements designed to support human health. Its product line reflects the company's commitment to sustainability, scientific integrity, research, and education.*
Fungi Perfecti has become synonymous with cutting-edge mycological research and solutions—from water filtration (mycofiltration) and ecological rehabilitation (mycoremediation) to combating Colony Collapse Disorder in bees. A Certified B Corporation, Fungi Perfecti is third-party designated as Climate Positive, offsetting 110% of its carbon emissions, and is a certified Leading Living Wage Employer. Follow Host Defense and Fungi Perfecti on TikTok, Instagram, Facebook, and LinkedIn.
*These statements have not been evaluated by the Food and Drug Administration. These products are not intended to diagnose, treat, cure or prevent any disease.
Media Contact
Steven Hoffman, Compass Natural, steve@compassnatural.com, tel 303.807.1042
Can Trump’s Support Move the Needle on CBD?
Could President Donald Trump's recent endorsement of hemp-derived CBD products provide new momentum for an industry that has struggled in recent years under a patchwork of inconsistent state and federal regulations?
This article first appeared in the November 2025 issue of Presence Marketing’s newsletter.
By Steven Hoffman
In what industry observers have called a surprise move, on Sept. 28, President Donald Trump posted a video on his Truth Social platform promoting the health benefits of cannabinoids, suggesting that covering hemp-derived CBD under Medicare would be a “game changer” and “the most important senior health initiative of the century.” At a time when some members of Congress are pushing for policy changes that could upend the CBD market, Trump’s implied endorsement of CBD is remarkable.
Trump’s post supporting Medicare coverage for CBD products sparked a 36% rise in publicly traded cannabis stocks in the weeks that followed, Yahoo Finance reported. The post also raised hopes that the White House might take a more permissive approach to marijuana regulation following Trump’s statement in August that his administration was exploring a potential reclassification of marijuana — an effort originally proposed under the Biden administration. Removing cannabis from its Schedule I status would mean the federal government acknowledges the plant’s medicinal value.
“I’ve heard great things having to do with medical, and I’ve [heard] bad things having to do with just about everything else,” Trump said during an Aug. 11 White House press conference. “But medical and for pain and various things, I’ve heard some pretty good things.”
The video Trump shared was produced by The Commonwealth Project, an organization dedicated to improving health and longevity for older Americans. It was founded by Howard Kessler, a billionaire and philanthropist with ties to the CBD industry and a longtime friend of Trump’s. According to Independent Voter News, Kessler believes “that medical cannabis could be harnessed to not only provide older Americans with an alternative to traditional prescription painkillers but to reduce soaring health care costs saddling millions of seniors.”
In the video promoted on Truth Social, CBD was described as a way to "revolutionize senior healthcare" by helping reduce disease progression. The narration claimed CBD could help “restore” the body’s endocannabinoid system and ease pain, improve sleep and reduce stress in older adults. It also cited a Fox News segment referencing a Price Waterhouse Coopers report that estimated potential cost savings of “$64 billion a year if cannabis is fully integrated into the healthcare system.”
A Boston- and Palm Beach, Florida-based entrepreneur and philanthropist, Kessler founded Kessler Financial Services, which helped pioneer affinity credit cards. He later obtained one of Massachusetts’ first medical marijuana licenses in 2014, and became the state’s first recreational seller before his company was acquired by a Georgia cannabis firm in 2019. In June 2024, Kessler appeared on Fox News to discuss his efforts to integrate medical cannabis into traditional health care for seniors.
Regulatory Confusion Hinders CBD Market
Regulations around the commercial use of hemp and CBD were significantly eased across the U.S. when industrial hemp was legalized under the 2018 Farm Bill during Trump's first term. However, since its passage, a growing number of state-level battles and lawsuits have emerged regarding the definition of hemp, the “intoxicating hemp” loophole around hemp-derived Delta-8 THC, and the lack of consistent federal and state regulatory frameworks for the cultivation, manufacture, marketing and sale of hemp-derived cannabinoids such as CBD, according to national law firm Buchanan Ingersoll & Rooney.
Trump’s implied endorsement of CBD comes as a bipartisan group of lawmakers pushes back against attempts to ban hemp-derived THC products, arguing that such action would “deal a fatal blow” to the hemp industry and violate congressional rules. In a letter sent to House Speaker Mike Johnson (R-LA) on Sept. 26, House Oversight and Government Reform Committee Chairman James Comer (R-KY) and 26 other members warned that appropriations legislation containing hemp ban provisions would devastate the industry that emerged after hemp’s 2018 legalization.
A group of eight Democratic senators also sent a letter in September urging leadership to pursue regulation rather than prohibition, warning that banning products containing any amount of THC would trigger major upheaval in the hemp market. (Under the 2018 Farm Bill, hemp is legally defined as containing no more than 0.3% THC on a dry weight basis.) Meanwhile, dozens of hemp farmers from Kentucky have urged Senate Minority Leader Mitch McConnell (R-KY) to back away from efforts to re-criminalize certain hemp-derived products, Louisville Public Media reported.
Kentucky Sen. Rand Paul also warned that the cannabis policy movement has “swung hard on the prohibitionist side.” In June, he introduced the Hemp Economic Mobilization Plan (HEMP) Act to counter potential restrictions, proposing to triple the amount of THC allowed in hemp while addressing several other regulatory challenges facing the industry.
For its part, the U.S. Food and Drug Administration (FDA) reaffirmed in January 2020 that it is unlawful to introduce food containing added CBD into interstate commerce, or to market CBD as, or in, dietary supplements. Now, according to Marijuana Moment, while Trump was endorsing CBD on Truth Social, the FDA quietly updated its adverse drug event reporting forms to track incidents related to hemp-derived cannabinoids, including CBD — part of an effort to gather more data on potential health effects associated with such products.
Hemp Industry Responds to President’s Support
In an Oct. 7 letter to President Trump, Jonathan Miller, legal counsel for the U.S. Hemp Roundtable, praised the president’s acknowledgment of hemp’s potential and urged him to oppose the proposed hemp ban:
"The recent video you shared about the extraordinary value of hemp products was important, raising awareness on the positive impact our American-grown and manufactured products have. Here at the U.S. Hemp Roundtable, our members are focused on giving Americans choices in improving their overall health and wellness ... but now we need your help! Congress is close to passing a hemp ban, reversing the work you led in 2018 to make hemp blossom. A proposed definition change to hemp, being touted as protecting Americans, would wipe out 95% of this uniquely American industry that you are so proud of,” Miller stated.
He continued: “A more effective way to protect American consumers and jobs would be to support and demand robust hemp regulation — age restrictions along with uniform testing, labeling, and packaging requirements. Outright prohibition is not the answer, nor would it make anyone safer. Banning legal hemp products that are already regulated at the state level will not protect consumers; it would only shift hemp to the black market and destroy a rising American industry in the process. ... A ban would put American farmers, American businesses, American consumers, our veterans, seniors, and more than 328,000 American workers at risk."
Miller added that "American voters are on your side on this issue. In Texas, a state with a rapidly growing hemp market, 76% of your voters and 78% of seniors favor legal, regulated hemp sales. In fact, more than 62% of Texans say they are more likely to support candidates who back the regulated sale of hemp-derived products."
Bottom line: Trump’s apparent support for CBD could mark a turning point for a sector long constrained by legal uncertainty. Whether the endorsement leads to meaningful policy change remains to be seen — but it has already reignited momentum, investment, and public discourse around hemp-derived wellness products in America’s fast-evolving natural health market.
Steven Hoffman is Managing Director of Compass Natural Marketing, a strategic communications and brand development agency serving the natural and organic products industry. Learn more at www.compassnatural.com.