Steve Hoffman 11/5/26 Steve Hoffman 11/5/26

JAMBAR Signs Olympic Medalist Alpine Skier Jacqueline Wiles

4X Olympian Calls JAMBAR ‘Perfect Match’ for Her Worldwide Racing Schedule

SAN RAFAEL, Calif. (Nov. 5, 2026) — Organic energy bar maker JAMBAR today announced a sponsorship deal with downhill and super-G ski racer Jacqueline Wiles, becoming her official energy bar. Wiles has represented Team USA at four Olympics, most recently taking home a bronze medal at the 2026 Winter Olympic Games in Milan Cortina. She has been on four World Championship teams, podiumed at four World Cups, and holds two National Downhill titles.

As this year’s FIS Alpine Ski World Cup Tour kicks off, Wiles will enter her 15th year of competing internationally as a member of the US Ski Team. Her goal for the season? To build on last year’s success and strive for the podium in every race. Wiles’ racing schedule means that she spends more than half of each year living out of a suitcase. “I try to eat whole foods that are as close to nature as possible. It’s important to me to always have quality food nearby and JAMBAR helps fill that gap!” said Wiles. “I always have JAMBARS on the hill in my ski bag while training, my backpack while traveling, and in my suitcase or car anytime I hit the road.”

While the partnership is new, Wiles and JAMBAR’s sports heritage crossed paths when she was a child in Portland, where she began racing at Mt. Hood at the age of five. Wiles said that her mother always packed PowerBars® in her ski backpack. Jennifer Maxwell, the founder of JAMBAR, was a co-creator of the original energy bar, PowerBar. “I love having these full circle moments when athletes who relied on PowerBar when they were young are now fans of JAMBAR,” said Maxwell. “Jackie is an incredible skier, and widely admired for her resilience and down-to-earth attitude. She’s a great addition to Team JAMBAR and we couldn’t be happier to help fuel her journey.”

JAMBAR certified organic energy bars include vegan and gluten-free options and come in five flavors: Peanut Butter Malt Melody (which is Wiles’ favorite), Chocolate Cha Cha, Musical Mango, Tropical Trio and Jammin’ Jazzleberry. The bars are crafted in small batches in Marin County, California, using whole-food ingredients including gluten-free grains, berries, nuts and fair-trade chocolate. JAMBAR does not use artificial sweeteners, starch-derived sugar syrups or sugar alcohols. Full-sized 60-gram bars provide 10 grams of protein, while 28-gram JAMBAR Minis deliver five grams of protein in a snack-sized, 120-calorie bar.

JAMBAR Athletes and Partners
As the newest member of Team JAMBAR, Wiles joins athletes including Olympic Gold Medalist Jonny Moseley, pro running power couple Joe Klecker and Sage Hurta-Klecker, pro cyclist and Gravel Hall of Famer Ali Tetrick, pro freestyle skier Ryan McElmon and former Stroller Mile World Record Holder Neely Spence Gracey.

In addition to sponsoring hundreds of races and events across the country, JAMBAR is the official energy bar partner of Aspen Snowmass, and supplies organic energy bars across its resort complex. JAMBAR also was the official energy bar for the 2026 Subaru Winterfest tour, which brought music and community to five iconic POWDR resorts.

About JAMBAR
In 2021, Jennifer Maxwell founded JAMBAR with the goal of helping people feel good about the ingredients they put in their bodies, and the positive impact they can have on their local communities. JAMBAR organic energy bars are made in the U.S. and crafted in small batches in the company's state-of-the-art manufacturing facility in California. A woman-owned, mission-based business, JAMBAR donates 50% of after-tax profits to organizations that support active living and music. JAMBARs are available in natural foods and grocery stores, sports specialty stores and online at Amazon.com and Walmart.com. Learn more at www.jambar.com and follow JAMBAR on Facebook and Instagram.

Media Contact
Steven Hoffman, Compass Natural, steve@compassnatural.com, tel: 303.807.1042

Steve Hoffman 11/3/26 Steve Hoffman 11/3/26

From Trust to Taste: Why Flavor Is the Next Frontier for Organic to Capture Gen Z and Millennials

This article first appeared in the November 2026 issue of Presence Marketing’s newsletter.

By Steven Hoffman

For decades, the natural and organic products industry has built its foundation on a bedrock of trust, health, and environmental stewardship. Brands have painstakingly educated consumers on the benefits of avoiding synthetic pesticides, artificial flavors, and genetically modified organisms. That investment has paid off: today’s younger shoppers view organic as a non-negotiable standard for health and safety.

Yet, as the organic market matures and looks toward its next phase of growth, relying solely on a “free-from” health narrative may no longer be enough to capture the full potential of the Gen Z and Millennial consumer base.

According to new consumer perception research unveiled by the Organic Trade Association (OTA), the organic sector already definitively owns “health” & “trust” in the minds of younger shoppers. However, a significant white space remains in an area that dictates nearly every food purchase decision: taste and enjoyment.

In a webinar hosted on Oct. 21, 2026, OTA Co-CEO Tom Chapman, alongside organic marketing specialists Sandy Pfaff and Amanda Kauffmann of the creative agency Guru, presented the findings of a comprehensive study encompassing 1,025 Gen Z and Millennial consumers who already purchase organic products. The research aimed to decode which specific messaging territories—Taste & Enjoyment, Health & Wellness, or Climate & Sustainability—most effectively cut through the noise, resonate emotionally, and ultimately drive action at the retail shelf.

The findings presented in OTA’s 2026 Consumer Perception Research offer a roadmap for brand marketers, retailers, and executives in the natural products channel looking to optimize their merchandising, packaging, and communication strategies in a highly competitive grocery landscape.

A Strong Foundation and a Willingness to Pay
Before delving into the nuances of the messaging territories, the OTA research established a highly encouraging baseline regarding the current health of the organic sector. An impressive 90% of Gen Z and Millennial respondents are familiar with the USDA Organic seal, proving that industry-wide education campaigns, such as The Organic Center’s Seal Makes It Simple initiative, have successfully penetrated the market consciousness.

“We have an amazing asset,” said Pfaff during the presentation. “It’s got great equity, consumers trust it, it’s something that we can use, and it’s also something that we absolutely need to protect in terms of protecting the integrity and certainly maintaining that trust for consumers.”

When asked what they associate with organic, the respondents overwhelmingly pointed to the absence of undesirable inputs: no synthetic pesticides and fertilizers, no artificial flavors, and no artificial colors.

Crucially, this deep-seated trust translates into a remarkable resilience against price sensitivity—a vital metric in today’s inflationary grocery environment. The study revealed that 91% of respondents are willing to pay up to 10% more for organic products. Even more striking, 43% of these younger shoppers expressed a willingness to pay a premium of 20% or more.

“What was a huge thing for us is that consumers are recognizing the benefits, and they’re prioritizing the value of organic,” Pfaff noted. Kauffmann echoed this sentiment, emphasizing that while price is often perceived as the ultimate barrier to entry, strong messaging and clear value propositions can effectively overcome premium pricing hurdles for these demographics.

The Big Aha: The Taste Disconnect
To understand how to best communicate this value, the OTA research segmented the respondents and tested specific messaging narratives across three distinct territories. The results were decisive: Taste & Enjoyment emerged as the clear winner, preferred by 49% of the total audience—a preference that held identical across both Gen Z and Millennial demographics. Health & Wellness secured a 30% preference, while Climate & Sustainability trailed at roughly 20%.

While the preference for taste may seem intuitive for food products, the data revealed a critical disconnect in current organic marketing. When evaluating overall purchase drivers, price ranked first at 74%, immediately followed by taste at 73%. Nutritional information trailed significantly at 63%.

However, when consumers were asked to select their associations with organic food, less than half selected “great taste.”

“To me, this was the single biggest aha of the research,” Kauffmann explained. “Consumers associate the seal with the '‘free-from’ claims. ... Yet, less than 50% of them said taste was an organic association. There is a real opportunity for communication at the brand level to start associating taste with organic. It tastes better because it was made better.”

The research tested a “Taste & Enjoyment” narrative that framed organic not as a clinical health choice, but as a sensory upgrade: “Good food is one of life’s simplest pleasures, so why should any meal taste like a compromise? Organic starts with better soil and better farming, which is really just a long way of saying it tastes better, too.”

This messaging approach yielded exceptional results. Not only did it achieve the highest overall preference, but it also drove the highest purchase intent, with 89% of respondents stating they would be likely to purchase organic after reading the message.

Fascinatingly, the Taste & Enjoyment narrative actually outperformed the dedicated Health & Wellness messaging in making consumers feel “healthy.”

“They raised their hand and said, ‘Yes, I feel healthy after reading this taste and enjoyment message,’” Kauffmann noted, highlighting that the sensory message successfully validated the consumer’s desire to make a healthy choice without feeling clinical.

Pfaff summarized the opportunity: “Organic creates credibility ... but taste creates craveability. We want to create that sensory experience for consumers.”

Health & Wellness: Removing the ‘Homework’ of Eating Well
While taste presents the largest growth frontier, Health & Wellness remains the bedrock of the organic proposition. The research tested a health narrative focused on simplicity and stress reduction: “Somewhere along the way, eating well turned into homework. ... Organic takes all of that off of your plate and leaves you with just the good stuff. Made simple.”

This territory performed very strongly, driving an 86% purchase intent and a highly favorable 80% likelihood for consumers to swap conventional products for organic alternatives. The emotional drivers behind this messaging were overwhelmingly positive, eliciting feelings of confidence, health, reassurance, and hopefulness.

“The avoidance of [chemicals] made them feel very reassured. The simplicity of it as well,” Pfaff observed. “One of the things I took away from this is I think people felt they could relax.”

However, the testing also provided a masterclass in the nuances of brand tone. The researchers noted that when health messaging was pushed too far into “cheeky” or overly clever territory, it risked alienating the audience. For example, lines like “no PhD required” occasionally tipped the scale toward making organic feel exclusive or condescending. Similarly, messaging that implied parents were “tricking” their children with healthy food fell flat, as modern parents prefer to actively include their children in wellness education.

“Organic is not an exclusive club,” Pfaff emphasized. “Gen Z consumers and Millennials are telling us they want to be an everyday organic consumer. Making organic feel that much more relaxed, attainable, and normalizing it is a huge takeaway.”

Climate & Sustainability: The Danger of the Abstract
Perhaps the most surprising—and cautionary—findings emerged from the Climate & Sustainability territory. Despite Gen Z and Millennials being widely recognized as highly environmentally conscious generations, this messaging track performed the worst, securing only a 21% overall preference and driving the lowest willingness to pay a premium (63%).

The research revealed that when communicating environmental benefits, broad, abstract declarations about the global climate crisis fail to resonate at the point of purchase. In fact, messaging that referenced macro-level global warming (e.g., “it's hot enough already”was actively rejected by consumers, who found it overwhelming, lofty, or even condescending.

Instead, consumers demonstrated a strong preference for highly tangible, hyper-local environmental impacts. Words and concepts that scored exceptionally well in the green highlighted areas of the study included “healthy soil,” “birds,” and “bees.”

“I like really specific environmental positive impacts that are associated with organic because they feel tangible,” Kauffmann noted. “I can look out my window and see the soil, I can see the birds and the bees. That positive association with close-in impact was really resonant.”

Chapman provided further context on this dynamic, noting the inherent psychology of the grocery shopper. “Americans are selfish. We do care about the ‘me’ before the ‘we,’ and as we’re asked to spend more money, there is a desire for it to benefit ourselves,” he explained. “That’s why the taste and the health always rise so highly. ... If you’re going to unlock that climate messaging, making it as personal as possible is key.”

Kauffmann added a strategic tip for marketers: Climate and sustainability messaging should not be the primary entry point on the front of the package. Instead, it should be utilized further down the consumer funnel—such as on a brand's website or on Instagram—once the initial purchase drivers of taste and personal health have been satisfied.

Stop Saying ‘Zillennials’: Recognizing Generational Nuances
A key directive from the OTA presentation was a warning against treating Gen Z and Millennials as a monolithic bloc. While both groups strongly preferred the Taste & Enjoyment messaging, their underlying motivations differed significantly based on their current life stages.

When discussing the appeal of the “simplicity” message, Gen Z respondents (who are generally navigating early adulthood and independence) indicated they valued the ease of decoding labels to eat healthy for themselves. Millennials, who are more likely to be managing households and raising children, valued simplicity because it alleviated the stress of trying to understand how to eat healthy for their families.

“That’s two ways of saying the same thing, but it comes from a different emotional state,” Kauffmann pointed out. Recognizing these different life stages allows brands to deploy more segmented, resonant messaging rather than relying on a generalized “younger consumer” approach.

Strategic Takeaways for the Natural Channel
As the organic sector looks toward 2027 and beyond, the insights from OTA’s consumer perception research offer a clear, actionable mandate for brands, distributors, and retailers. Organic has successfully won the battle for trust and clean ingredients. The next era of growth requires integrating that trust into a joyful, sensory-rich culinary experience.

Brand marketers should internalize the following core strategies based on the data:

Lead With Taste and Craveability: Do not assume consumers know your organic product tastes great. Explicitly connect your high-quality, organic ingredients to a superior flavor profile. Make the food look and sound irresistible.
Keep It Attainable and Inclusive: Avoid marketing that makes organic feel like an elite, exclusive club. Use clear, simple language that normalizes organic food as a realistic everyday choice.
Ground Your Environmental Claims: Move away from abstract climate anxiety messaging on your packaging. Focus on tangible, understandable agricultural impacts like healthy soil, pollinator protection, and clean water.
Protect the Seal: The USDA Organic seal is an incredibly powerful, widely recognized asset that communicates health and safety instantaneously. Utilize it prominently, but pair it with engaging, consumer-centric copy.

Ultimately, capitalizing on this research requires a commitment to product excellence. As OTA’s Tom Chapman summarized, the organic seal provides unmatched brand equity, but the responsibility of delivering on the promise of taste lies squarely with the manufacturers.

“It is incumbent upon all of us to continue to put out delicious-tasting products with that organic seal, so that we don’t undermine this opportunity for our sector,” Chapman concluded.

By marrying the rigorous standards of organic agriculture with the universal joy of great-tasting food, the natural products industry is perfectly positioned to capture the hearts, minds, and wallets of the next generation of shoppers.

Steven Hoffman is Founder and Managing Director of Compass Natural Marketing, a communications and brand marketing agency serving the natural, organic, and regenerative products industries. He has written extensively on food policy, agricultural sustainability, and market trends for Presence News for over a decade.

The Organic Trade Association’s 2026 Consumer Perception Research report is available free to OTA members. Non-members can purchase the report. Visit here.

Steve Hoffman 10/23/26 Steve Hoffman 10/23/26

9 Musical Acts Unite at the Boulder Theater for ‘Save The Merc’ Benefit Concert on Nov. 18

Grassroots campaign to save the 134-year-old Jamestown Mercantile calls on Colo. music fans to help raise $1.5M to secure the town's historic living room.

JAMESTOWN, Colo. (Oct. 21, 2026) — On Wednesday, Nov. 18, the Boulder Theater will temporarily become Jamestown’s “community living room.” A powerhouse lineup of nine musical acts will take the stage for a one-night benefit concert to help save the historic Jamestown Mercantile Cafe, affectionately known as “The Merc.”

The event aims to raise critical funds toward a $1.5 million goal to purchase and preserve the 1892 building, ensuring it remains the vital economic, cultural, and social heart of the Jamestown mountain community for generations to come. All proceeds will benefit the nonprofit SAVE THE MERC initiative, and contributions are tax-deductible.

The Merc has brought neighbors together through music and food for more than a century. It is the place where so many artists get their first stage, and where residents gather to show up for one another in times of celebration and crisis alike. Now, nine acts and a full Boulder Theater are helping the community own it, protect it, and put it to work for the next generation.

The Nov. 18 lineup features an all-star roster of roots, bluegrass, and Americana favorites: Daniel Rodriguez, Emma Rose, Charlie Rose, Lindsay Lou, David Satori of Dirtwire, Foggy Mountain Spaceship with Andy Thorn, The River Arkansas, Dave Watts Trio, and The Dirty Turkeys.

An Unforgettable Night of Mountain Music and Community
“Saving the building is just the first step; the mission is what this building makes possible,” campaign organizers said. “The Merc helped generate Boulder County’s vibrant quality of life, and keeping it community-owned is the seed for our mutual aid, resilience, and dynamic future. It’s going to take every pirate on the ship to save the ‘home of the somewhat feral,’ and we are incredibly grateful to the talented artists donating their time and energy to make this unforgettable night happen.”

The Save the Merc grassroots effort has already generated widespread momentum and earned regional media attention from CBS Colorado, 9News, Boulder Reporting Lab, and more, proving that The Merc’s impact reaches far beyond the foothills.

Event Details & Tickets

What: Save the Merc Benefit Concert
When: Wednesday, Nov. 18, 2026 | Doors: 6:00 p.m. | Show: 7:00 p.m.
Where: Boulder Theater, Boulder, Colorado
Lineup: Daniel Rodriguez, Emma Rose, Charlie Rose, Lindsay Lou, David Satori of Dirtwire, Foggy Mountain Spaceship with Andy Thorn, The River Arkansas, Dave Watts Trio, and The Dirty Turkeys.

Tickets are available now at the Boulder Theater box office or online at Z2ent.com. All proceeds from ticket sales, live giving, and pledges during the event will go directly toward the $1.5 million purchase goal to benefit the nonprofit SAVE THE MERC initiative. Contributions are tax-deductible.

How to Help
For those who cannot attend but wish to support the campaign, tax-deductible donations can be made securely online at savethemerc.org/donate. Supporters can also volunteer, host fundraising events, or inquire about major gifts and naming opportunities through the website, savethemerc.org.

About SAVE THE MERC
SAVE THE MERC is a Colorado nonprofit dedicated to preserving the historic Jamestown Mercantile Cafe building as a permanently accessible community space rooted in art, hospitality, culture, and connection. Learn more at savethemerc.org and follow us on Instagram.

Media Contact
Steven Hoffman, Compass Natural, steve@compassnatural.com, tel: 303.807.1042

Steve Hoffman 10/20/26 Steve Hoffman 10/20/26

JAMBAR Adds 1,200+ Retail Doors Following Launch of Organic Minis

New placements at Giant/Martin’s and Earth Fare expand the organic energy bar brand’s national retail footprint, alongside availability on Walmart.com

SAN RAFAEL, Calif. (Oct. 20, 2026) — JAMBAR, the Certified Organic energy bar company founded by PowerBar® co-creator Jennifer Maxwell, has added more than 1,200 retail doors since launching its 28g JAMBAR Minis in spring 2026, marking a significant expansion across grocery, natural and specialty retail channels.

The growth reflects increased retailer interest in JAMBAR’s smaller-format Minis, which offer the brand’s Certified Organic, real-food nutrition in a 120-calorie, grab-and-go size.

Recent retail and digital expansions include:

Giant/Martin’s: JAMBAR is expanding its East Coast presence with JAMBAR Minis placements in more than 100 locations across Pennsylvania. Stores will carry Chocolate Cha Cha, Peanut Butter Malt Melody and Jammin’ Jazzleberry. The expansion builds on JAMBAR’s growing visibility in the region, including its sponsorship of the Penn Relays.
Earth Fare: All five JAMBAR Mini flavors will launch across the natural food retailer’s entire store network this fall.
Walmart.com: JAMBAR’s full product lineup is now available through Walmart.com, expanding national access to the brand online.

“The response to JAMBAR Minis since launching this spring has been incredibly encouraging,” said Peter Pelanek, Vice President of Sales at JAMBAR. “Retailers are recognizing the appeal of a smaller, more accessible format that delivers the same great taste and Certified Organic ingredients as our full-sized bars. These new partnerships are helping us introduce JAMBAR to more consumers across the country, and we're excited about the opportunities ahead as we continue building our retail presence.”

JAMBARs are crafted in small batches in Marin County, California, using Certified Organic whole-food ingredients including gluten-free grains, berries, nuts and fair-trade chocolate. JAMBAR does not use artificial sweeteners or starch-derived sugar syrups such as brown rice or tapioca syrup. Full-sized 60-gram bars provide 10 grams of protein, while 28-gram Mini JAMs deliver 5 grams of protein in a 120-calorie format.

Ordering & Wholesale Information
Retailers and food service providers looking to stock JAMBAR can place orders directly or through national distribution partners, including KeHE, UNFI, and Chex Finer Foods. For wholesale inquiries, contact sales@jambar.com.

Media Contact
Steven Hoffman, Compass Natural, steve@compassnatural.com, tel: 303.807.1042

Steve Hoffman 10/5/26 Steve Hoffman 10/5/26

Navigating Rising Food Prices: Market Dynamics, Retailer Strategies & the Resilient Demand for Better-for-You Food

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

By Steven Hoffman

Grocery prices in U.S. cities have surged by approximately 33% since 2019, according to federal government data analyzed and reported by AP News. This dramatic jump represents the largest seven-year escalation in food-at-home costs in nearly 50 years. By comparison, grocery costs rose by just 6.4% in the seven and a half years leading up to 2019.

This historic rise in household food expenditures has placed immense pressure on consumer budgets nationwide. While the initial price shocks were triggered by the COVID-19 pandemic, the upward trajectory has been sustained and exacerbated by compounding macroeconomic pressures across the supply chain. Extreme weather events linked to climate change, lingering labor shortages, escalating fuel costs as a result of the war with Iran—particularly for diesel transport, as detailed by Axios—and shifting tariff policies have all contributed to rising input and distribution costs. Furthermore, heightened food safety concerns and supply chain disruptions, also reported by Axios, have added layers of compliance, testing, and shrinkage expenses that ultimately ripple down to the retail shelf.

The natural, organic, and specialty food channels have by no means been immune to these inflationary pressures. Core staples—from organic produce and dairy to packaged specialty goods—have seen notable retail price increases. Yet, as conventional grocers struggle with declining unit volumes and resort to aggressive pricing countermeasures, the natural products sector is demonstrating remarkable structural resilience. While shoppers are adjusting their habits by leaning into store brands, hunting for promotional sales, and eliminating household food waste, they are not abandoning their core health and environmental values.

To understand how both the conventional and natural channels are navigating this high-cost landscape, Presence News examined current market research, evaluated industry data, and spoke with leading executives, analysts, distributors, and independent grocers across the country.

Channel Performance: Total Food vs. Better-for-You Resilience
While broader consumer sentiment remains anxious regarding cost-of-living pressures—with grocery prices remaining a top concern for Americans, according to coverage by ABC News—spending patterns reveal a sharp divergence between conventional packaged goods and health-focused categories.

According to retail measurement data from market research firm NIQ, total food and beverage sales grew 2.8% in dollar volume over the 52 weeks ending Aug. 8, 2026. However, total unit volume contracted by 0.4%, demonstrating that conventional market growth was driven almost entirely by price inflation rather than by increased consumer demand.

In contrast, the "Better-for-You" sector delivered robust outperformance. Dollar sales for Better-for-You products jumped 8.9%, accompanied by a 5% increase in unit volume. This unit growth occurred despite Better-for-You items carrying a significantly higher average unit price ($5.14) compared to the broader market average ($3.92), as well as a slightly faster price appreciation (3.7% vs. 3.2%).

"The combination of higher prices and growing unit demand suggests consumers view the benefits offered by Better-for-You products as worth the investment," Chris Costagli, Vice President of Thought Leadership, Food & Non-Alcoholic Beverage Insights at NIQ, told Presence News. “Rather than simply chasing the lowest price, consumers are becoming more selective in how they spend, reserving budget for products that deliver clear value through health benefits, ingredient quality, functionality, or trust.”

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MARKET PERFORMANCE COMPARISON (L52 WEEKS ENDING AUG 2026)
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Category Dollar Growth Unit Growth Avg. Unit Price

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Total Food & Beverage +2.8% -0.4% $3.92
Better-for-You +8.9% +5.0% $5.14
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Source: NIQ RMS, Powered by Label Insights

Data from industry research firm SPINS reflects a similar pattern across retail channels. Over the 52 weeks ending Aug. 9, 2026, natural products grew 6.9% in dollar sales in the Natural Expanded channel and 7.8% in Regional and Independent Grocery (RIG) stores. Specialty and wellness products posted 6.3% growth in Natural Expanded and 4.2% in RIG stores. Meanwhile, conventional products in Multi-Outlet (MULO) channels declined 2.4% in unit terms, even as average retail prices rose 6.2%.

This ongoing commitment to natural and organic food amid elevated living costs is further supported by an industry report released in July 2026 by strategic firm Socha, titled The End of Cheap Food. The report notes that while U.S. household spending on food declined from roughly 18% of income in the 1960s to 10–11% today, healthcare spending has skyrocketed from $100 billion in 1970 to nearly $5 trillion. With diet-related chronic disease accounting for an estimated 85% of healthcare expenditures, consumers increasingly view high-quality, minimally processed food not as a discretionary luxury, but as a primary health investment.

"The market no longer rewards cheap, convenient calories alone," stated Kristine Root, Chief Strategist and CEO of Socha, in the report. "Health has become a co-shopper with consumers. ... When quality is visible and trusted, price sensitivity declines."

As reported by Marketplace, many consumers view buying organic as an essential safeguard for family wellness, choosing to trim expenditures on dining out or apparel before cutting back on organic produce and clean-label staples.

The Selective Shopper: 'Trading Up and Trading Down'
While health-conscious shoppers continue to prioritize wellness, the 33% cumulative price increase has fundamentally altered daily shopping mechanics. Consumers are planning meals more carefully, utilizing digital coupons, comparing store prices, and actively cutting back on food waste.

A study highlighted by The Packer reveals that rising food prices have driven a measurable reduction in household food waste, with consumers buying more mindfully, making better use of leftovers, and freezing perishables to stretch their grocery dollars. Furthermore, as noted by NPR and CNBC, shoppers are increasingly splitting their baskets across multiple retail banners—purchasing core pantry staples at value or discount outlets while visiting independent natural stores or specialty markets for fresh organic produce, pasture-raised meats, and functional supplements.

According to consumer sentiment analysis published by McKinsey & Company, shoppers across all demographics are heavily engaged in trade-offs, prioritizing value and actively changing their purchasing habits. As Yahoo Finance reported, U.S. shoppers are reacting to elevated prices simply by buying fewer items per trip, putting immense pressure on conventional retail volume.

As Inkl reported and Money Talks News highlighted, discount grocers such as Aldi and WinCo have gained serious traction among former high-end supermarket shoppers by aggressively competing on price. Meanwhile, analyses from The Sacramento Bee and FinanceBuzz emphasize the growing price disparity that is making traditional regional grocery chains "not worth it" for many shoppers, accelerating the flight to value. However, when discount grocers fail to deliver clean ingredients, ethical sourcing, or specific dietary attributes, shoppers readily return to the natural channel.

This behavioral shift is changing how analysts evaluate brand loyalty. Rather than observing a linear "trade-down" to cheaper goods, market researchers see a nuanced approach to basket management. “The story is less about a wholesale trade-down and more about consumers becoming increasingly selective about where they choose to spend. Shoppers are often trading up and trading down within the same basket, moving fluidly between premium and value-seeking behaviors depending on the category, occasion, and perceived benefit,” Chris Costagli of NIQ told Presence News.

As Dawn Thilmany, an economics professor at Colorado State University, noted in an analysis published by Forbes, consumers are evaluating value through a broader lens that balances sticker price against nutritional density, meal versatility, and personal wellness goals.

Yet, polarization is evident across demographics. Lower-income households are facing acute financial strain, as detailed in reports by the St. Louis American regarding access to healthy food in marginalized communities, and by the CapRadio Grocery Report on low-income family budgets. At the same time, middle- and higher-income households are reallocating funds to maintain their dietary preferences while seeking smart value wherever possible.

Mainstream Grocery Pivots: Rollbacks, Rewards, and Regulatory Heat
While independent natural retailers rely on margin flexibility and local sourcing, the nation's largest conventional grocers are deploying aggressive, large-scale counterstrategies to defend their market share. Chains like Publix and Kroger are facing acute pricing scrutiny, with The Street reporting significant consumer pushback against premium regional pricing, a dynamic actively changing shopping habits in states like Florida.

To recapture these value-seeking households, retail giants are rolling out widespread price cuts and enhanced loyalty perks. In its second quarter of fiscal 2027, Walmart announced it had implemented temporary price cuts, or "rollbacks," on more than 11,000 items, as reported by Grocery Dive and Fast Company. This massive rollback strategy is designed specifically to drive high-income market share gains at the expense of regional grocers.

Other conventional players are targeting specific consumer pain points: fuel and prepared meals. Albertsons recently expanded a high-profile partnership with Chevron, as detailed by Grocery Dive, allowing shoppers to combine their grocery loyalty points with Chevron's rewards program to save up to $1.50 per gallon at the pump. Meanwhile, East Coast supermarket chain The Giant Company recently slashed the price of its in-store hot bar by 10% in a direct bid to provide more affordable prepared food alternatives to budget-conscious families.

However, the massive scale of conventional grocers has also attracted intense federal scrutiny. As reported by 29News, the Department of Justice’s antitrust division has officially added major retailers—including Walmart, Publix, Kroger, and Amazon—to an ongoing federal investigation regarding potential collusion and pricing practices in the beef sector. While independent natural food retailers like Simple Foods Market in Del Norte, Colorado, have insulated themselves from national meat volatility by sourcing directly from local ranchers, the conventional meat supply chain remains in the regulatory crosshairs.

The Evolution of Private Label: From Value Option to Premium Driver
One of the most structural impacts of the current inflationary environment is the rapid evolution and acceptance of private label, or store-brand, products. Once viewed as a bland, budget-driven substitute, private label has transformed into a primary driver of innovation, quality, and consumer loyalty across the grocery landscape.

According to SPINS panel research, the private label market reached $201 billion across MULO and Natural channels for the 52 weeks ending June 14, 2026, holding a 22% dollar share of the total store and posting a 3.1% two-year Compound Annual Growth Rate (CAGR) compared to 1.7% for national brands.

Crucially, private label adoption is no longer restricted to traditional value-seeking households. SPINS consumer survey data indicates that 43% of households earning over $150,000 annually increased their private label purchases in 2026, alongside 37% of households earning $75,000–$150,000. Younger demographics are spearheading this shift: Gen Z and Millennial shoppers contributed 81% of total year-over-year private label dollar growth, despite accounting for just 17% of total store shoppers.

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PRIVATE LABEL ADOPTION BY DEMOGRAPHIC (SPINS 2026)
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Demographic Group % Increasing Private Label Purchases
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Younger Millennials 46%
Gen X 39%
Older Millennials 35%
Gen Z 33%
Boomers 21%
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Income > $150,000 43%
Income $75,000 - $150,000 37%
Income < $75,000 25%
==================================================================
Source: SPINS Trilens Panel & Consumer Survey Data

"We have recent data showing that 95% of consumers are purchasing private label products," said Ben Friedland, Executive Director of Exclusive Brands at KeHE Distributors, in an interview with Presence News. "And 94% of those consumers say that even when prices eventually moderate, they intend to stay with private label. Shoppers have realized they don't have to sacrifice taste or quality when making the trade. It’s a win-win scenario that helps them meet their budgets while enjoying great-tasting, clean-label food."

For independent natural products retailers, private label strategy has become a crucial tool for store survival and basket building, says Friedland. KeHE’s CADIA brand—a private label program offered exclusively to independent retailers—serves as a primary example.

“The mission of CADIA is to provide a private label solution exclusively for independent retailers so they can be competitive in an increasingly price-sensitive market. Independent grocers don't have the volume to produce their own private label lines. By aggregating volume across our independent network, we can partner with co-manufacturers to bring a high-quality, competitively priced product to market. This empowers neighborhood stores so their customers don't have to leave to shop at a big-box chain,” Friedland said.

Friedland noted that CADIA comprises roughly 300 SKUs across 40 center-store categories—including organic beans, canned tomatoes, pasta sauces, olive oils, and frozen fruits—with approximately 95% of the portfolio holding USDA Organic certification. To further address consumer demand for premium, sustainable attributes, KeHE launched a revitalized Wild Oats brand in spring 2026, focusing on Regenerative Organic Certified (ROC) products. The line includes the category's first ROC-certified juices packaged in glass bottles, as well as ROC pasture-raised eggs sourced in partnership with New Barn Organics.

"Wild Oats speaks to consumers who care about the highest level of attribution," Friedland explained. "While CADIA provides everyday core staple value, Wild Oats brings accessible regenerative organic products to the shelf, proving that food can serve as a force for good even in challenging economic times."

Independent Retailer Strategies: Margin Discipline, EDLP, and Local Sourcing
On the front lines of grocery retail, independent store owners are employing creative strategies to cushion their customers against rising costs while maintaining operational viability. Rather than passing every wholesale price increase directly to the consumer, many independent grocers are shaving retail margins on price-sensitive staples, leveraging promotional calendars, and strengthening local farm relationships.

Case Study 1: Simple Foods Market, Del Norte, Colorado
At Simple Foods Market, a 2,000-square-foot independent natural food store in Colorado's San Luis Valley, owner Ian Walker has seen consumer shopping habits shift markedly toward value-driven choices. "Customers are becoming much less brand-oriented and far more sales- and value-oriented," he said.

Walker attributes much of his store's price competitiveness to his membership in the Independent Natural Food Retailers Association (INFRA) and its partnership with KeHE’s Everyday Low Price (EDLP) program. "Having organic beans on the shelf for $1.79 allows us to compete directly with Safeway or Walmart," Walker noted. "It changes the community perception from being an expensive specialty store to an accessible, health-focused market."

Walker also uses strategic margin absorption to protect his customer base from severe wholesale volatility. "A few weeks ago, wholesale tomato prices spiked to a level that would have required a $7 or $8 per pound retail price under our standard margin," Walker explained. "We chose to eat part of our margin to keep prices reasonable because extreme sticker shock frightens shoppers away. Simultaneously, we reached out to local growers in our valley and sourced beautiful regional tomatoes at a much lower cost. It supported local agriculture, kept our prices down, and our customers loved the quality."

Sourcing locally has also provided an inflation hedge. "The eggs on our shelves come exclusively from local San Luis Valley farms," Walker added. "While national egg prices swung wildly over the past two years, our local farm prices stayed completely stable. Local supply chains help insulate us from national freight and diesel spikes."

Case Study 2: Rising Tide Natural Market, Glen Cove, New York
On Long Island in New York, Jerry Farrell, owner of Rising Tide Natural Market, is celebrating 50 years of independent retail operation. Farrell, who was among the founding members of INFRA, calculated his store’s internal food inflation rate at approximately 3% over the past year—matching broader national baseline averages.

"INFRA membership has been vital to our cost of goods," Farrell told Presence News. "Through the CADIA program, we voluntarily cap our retail markup at 27%—well below our standard 38% store margin—on essential staples like organic pasta, beans, broths, and paper goods. Being able to offer organic pasta for $1.99 gives our shoppers everyday value they can count on."

To reward core shoppers and encourage larger basket sizes, Rising Tide implemented an automated, tiered loyalty program using ECRS Catapult point-of-sale software. Dubbed the "Grateful Card," the system tracks customer spending over two-month windows. Shoppers who spend $200 receive a 10% storewide coupon; spending $600 earns a 15% coupon; and spending $1,000 or more generates a 20% discount.

"We have about 12,000 members in the program, and when shoppers receive that 20% coupon, their average basket size triples," Farrell reported. "Customers save up their shopping trips to buy high-ticket items, supplements, pasture-raised meats, and specialty goods. They might spend $800 or $1,000 in a single visit and walk out saving $200. It creates immense goodwill, drives inventory velocity, and keeps our store top of mind."

Farrell also manages pricing competitiveness by auditing top-selling national SKUs against local conventional grocers and online outlets. "Retailers must stay sharp on highly visible benchmark items—eggs, milk, bread, butter, bananas, and avocados," Farrell emphasized. "If your prices on benchmark items are fair, consumers trust that the rest of your store is priced fairly, too. For secondary categories like cereal or snacks, we focus on unique, up-and-coming brands discovered through SPINS data that adhere strictly to non-GMO and organic standards, where direct price comparisons don't exist."

Industry Outlook: Building Resilience in a High-Cost Era
Looking ahead through late 2026 and into 2027, industry analysts predict that grocery prices will remain elevated rather than undergo deflation. According to forecasts summarized by Yahoo Finance and economic reports from the Pacific Research Institute, structural input costs—including labor, agricultural inputs, freight, and energy—will keep baseline food prices firm.

Furthermore, large wholesale distributors are actively recalibrating their operational models. In its Q4 2026 earnings report, covered by Grocery Dive, United Natural Foods Inc. (UNFI) outlined ongoing efforts to streamline distribution networks, optimize inventory efficiency, and adjust wholesale pricing structures to maintain profitability amid shifting retail demand.

At the same time, specific commodity markets continue to face supply-side volatility. A survey published by Food & Beverage Outlook highlights that rising beef prices and cattle herd contractions are reshaping protein purchasing across both conventional and natural channels, pushing consumers toward alternative animal proteins, canned seafood, and high-protein legumes.

To thrive in this higher-priced environment, manufacturers, distributors, and retailers are adopting three core strategies:

Differentiating Through Radical Transparency: As conventional manufacturers attempt to pass along price increases without improving product quality, natural brands can win by clearly communicating ingredient integrity, nutrient density, and ethical sourcing. As Socha's The End of Cheap Food report emphasizes, when a product's health and environmental benefits are tangible and verified, price elasticity decreases.
Elevating Private Label Portfolios: Store brands are no longer just defensive margin plays; they are strategic assets. Retailers and distributors are expanding organic and regenerative private label options to capture cost-conscious Gen Z and Millennial shoppers who demand clean labels at accessible price points.
Strengthening Independent Supply Chains: Independent grocers are leveraging buying groups like INFRA and partnering with regional and local distributors to bypass centralized logistics bottlenecks and reduce exposure to freight volatility.

While the 33% cumulative increase in grocery costs has undeniably strained household budgets and forced new shopping behaviors, it has also highlighted the enduring value of the natural products channel. Consumers are not surrendering their desire for clean, healthy, and sustainably produced food. Instead, they are shopping smarter, demanding real quality for their money, and aligning with brands and retailers that deliver genuine value.

As KeHE’s Ben Friedland summarized: "During challenging economic times, it is more important than ever for brands and retailers to double down on who they are and what they stand for. Our industry exists to make food a force for good. By sticking to our core mission, supporting independent grocers, and delivering authentic quality, we ensure that clean, healthy food remains accessible to our communities for the long haul."

Steve Hoffman 9/1/26 Steve Hoffman 9/1/26

Federal Actions Focus on Greater Transparency for GMOs & Ultra-Processed Foods

This article first appeared in the September 2026 issue of Presence Marketing’s newsletter.

By Steven Hoffman

For years, leaders in the natural and organic products industry have advocated for a simple, fundamental consumer right: the right to know exactly what is in the food we eat. Despite the steady growth of the natural channel and the soaring consumer demand for clean labels, federal regulations have historically provided conventional food manufacturers with ample regulatory shelter. Through confusing digital disclosures, vague ingredient definitions, and self-certified safety standards, the conventional food sector has often avoided the level of transparency that natural and organic brands readily provide to their customers.

However, a confluence of landmark judicial and federal regulatory actions in August 2026 has signaled a significant paradigm shift. Within a single month, a federal court struck down the regulatory loophole allowing genetically modified organisms (GMOs) to be hidden behind QR codes, while the U.S. Department of Health and Human Services (HHS) and the U.S. Department of Agriculture (USDA) advanced efforts to formally define ultra-processed foods (UPFs) and tighten the oversight of self-certified food additives.

For business owners, executives, and professionals in the natural, organic, and regenerative agriculture markets, these actions validate decades of persistent advocacy. More importantly, they stand to reshape the competitive grocery landscape, potentially forcing conventional brands to reformulate their products or face a new era of mandatory, unavoidable on-package transparency.

The Demise of the QR Code Loophole
The movement toward transparent GMO labeling achieved a decisive victory when a federal district court issued a final remedy decision regarding the USDA's bioengineered food labeling rules. According to the Center for Food Safety, the court ruled that the USDA must rewrite its National Bioengineered Food Disclosure Standard by Jan. 1, 2028, effectively voiding the provisions that previously allowed companies to obfuscate GMO disclosures.

The litigation, which was championed by a coalition of natural food retailers and consumer advocacy groups—including Natural Grocers and PCC Natural Markets—targeted two specific, controversial loopholes in the original 2018 regulation. First, the USDA had allowed food manufacturers to use a digital QR code, text message, or web address as the sole method of disclosing bioengineered ingredients. Critics argued this was fundamentally discriminatory, as it placed an undue burden on consumers who either lacked smartphones, experienced poor internet connectivity in grocery aisles, or simply did not know that a digital scan was required to view ingredient information.

Second, the original rule exempted "highly refined" ingredients from being labeled as bioengineered if the modified genetic material was no longer detectable through standard DNA testing. This exemption allowed a vast swath of ultra-processed ingredients—such as highly refined corn syrup, canola oil and soy oil—to avoid GMO labeling entirely, even though they were derived from genetically modified crops.

As reported by Food Dive, the federal court has now mandated that the USDA close these loopholes. The court’s official vacatur order requires the agency to implement clear, on-package text or symbols and to comprehensively address the disclosure of highly refined, ultra-processed GMO ingredients.

The reaction from the natural products community has been swift and celebratory. Max Goldberg, editor and publisher of Organic Insider, noted in a recent LinkedIn post: “The headline that Big Food has been dreading. Why? Because the QR code loophole is dead. A federal court just ordered the USDA to rewrite its GMO labeling rules by January 1, 2028 — and this time, there's nowhere to hide. For years, up to 80% of GMO products dodged real disclosure. Sodas, cooking oils, ultra-processed staples — all slipped through. And when brands did 'disclose'? A QR code you needed a smartphone to scan. Not anymore. Clear on-package labels. Actual transparency. The right to know what's in your cart. Big shift coming for food brands. Bigger win for consumers.”

As noted by DTN Progressive Farmer, the ruling places the timeline squarely in the hands of the USDA, rejecting the agency's initial request to delay the implementation of new rules until 2029. According to Feedstuffs, the mandated January 2028 deadline means food manufacturers must begin auditing their supply chains immediately to prepare for the transition to mandatory on-package disclosures.

George Kimbrell, legal director for the Center for Food Safety, underscored the historical importance of the ruling. Speaking to Food Navigator, Kimbrell stated: “Yesterday's decision was the final nail in the coffin of the 2021 unlawful GMO labeling regulations. We are gratified that the district court, like the court of appeals before it, has agreed with our legal arguments and struck them down.”

Closing the GRAS Loophole and Modernizing Food Oversight
While the courts tackled GMO transparency, the executive branch moved to address the proliferation of chemical additives in the American food supply.

As announced on Aug. 10, 2026, HHS Secretary Robert F. Kennedy Jr. introduced two landmark food policy reforms designed to modernize federal oversight of ingredients. The most immediate regulatory shift involves a proposed rule to tighten the "Generally Recognized as Safe" (GRAS) designation.

For decades, the GRAS framework has served as a primary regulatory pathway for food manufacturers to introduce new ingredients into the market. Originally intended by Congress for common, historically well-understood ingredients like vinegar or baking soda, the GRAS provision has increasingly been utilized by companies to self-certify novel synthetic chemicals, preservatives, and artificial additives as safe. In many cases, companies could convene their own industry-funded expert panels to determine safety, effectively bypassing the U.S. Food and Drug Administration (FDA) review process altogether.

According to Food Business News, the proposed HHS rule will fundamentally alter this dynamic by requiring food and animal feed manufacturers to formally notify the FDA whenever they conclude that a new substance added to food meets the GRAS criteria. By ending the era of secret, self-certified additives, the administration aims to ensure that the FDA can properly review the safety data of novel ingredients before they ever enter the food supply.

This move has drawn widespread support from medical professionals and health experts who have long criticized the FDA's lack of authority over food additives. Former FDA Commissioner Scott Gottlieb voiced his support, stating that the reform is important because the FDA has generally lacked sufficient authority to meaningfully regulate these substances. This shift aligns closely with the long-standing demands of natural health advocates, who have consistently warned about the cumulative health impacts of unchecked synthetic chemicals.

The Drive to Define Ultra-Processed Foods
Alongside the GRAS rule proposal, the federal government took an unprecedented step toward formally defining a category of food that has dominated recent nutritional research and public health discussions: ultra-processed foods (UPFs).

As reported by Food Safety Magazine, the FDA and the USDA jointly submitted a white paper to the Office of Management and Budget (OMB) for final review, proposing the first-ever federal definition of ultra-processed foods. While there are international frameworks—such as the NOVA classification system developed by researchers in Brazil—the United States has historically lacked a uniform, statutory definition for UPFs.

Establishing a formal definition is far more than a semantic exercise. As highlighted by Food Industry Executive, the submission of the definition as a white paper signals a foundational step toward widespread regulatory changes. Once a federal definition is established and finalized, it can be utilized across multiple government agencies to shape public policy. This could eventually impact everything from the composition of the Dietary Guidelines for Americans and the National School Lunch Program to the eligibility of certain products within the Supplemental Nutrition Assistance Program (SNAP).

HHS Secretary Robert F. Kennedy Jr. emphasized the urgency of the initiative. “Nearly 60% of the American diet is made up of ultra-processed foods, and childhood obesity now affects more than one in five American children,” Kennedy noted in a statement. “We cannot reverse America’s chronic disease epidemic without transforming our food system.”

Writing for The Atlantic, journalist Nicholas Florko noted that Kennedy’s push to define ultra-processed foods is a central pillar of the administration's "Make America Healthy Again" (MAHA) agenda. By creating a standardized metric for what constitutes an ultra-processed food, the administration is laying the groundwork for a broader public health campaign aimed at reducing the consumption of heavily refined, additive-laden products that have been linked to rising rates of diet-related chronic diseases. As health advocates have pointed out, reining in UPFs is fundamental to tackling chronic disease in America, and establishing a federal definition is the required first step.

Industry Pushback and the Economic Argument
Unsurprisingly, these swift regulatory changes have encountered vocal resistance from conventional food industry groups and free-market advocates. The prospect of reformulating products, updating packaging to remove QR codes in favor of explicit text, and submitting GRAS ingredients for rigorous federal review represents a significant operational cost for legacy food manufacturers.

According to a statement from Americans for Tax Reform (ATR), the new food proposals advanced by HHS threaten to disrupt supply chains and increase consumer costs. ATR argued that by growing the regulatory state and enforcing stricter definitions on processed foods, the administration will invariably drive up the cost of manufacturing. “HHS’s new food proposals would raise grocery prices and grow the regulatory state,” the group warned, suggesting that the financial burden of compliance will ultimately be passed down to consumers at the checkout counter.

Conventional industry trade associations have echoed similar concerns regarding the GMO labeling mandate. They argue that replacing digital QR codes with on-package text could clutter labels and confuse consumers who are already overwhelmed by existing nutritional information. They further contend that highly refined oils and sugars derived from bioengineered crops are chemically identical to their non-GMO counterparts, arguing that forcing a bioengineered label on these ultra-processed ingredients is scientifically unnecessary and economically punitive.

A Competitive Advantage for the Natural Channel
Despite the pushback from the conventional food sector, the recent federal actions represent a profound validation for the natural, organic, and regenerative agriculture industries. For decades, independent retailers and natural product brands have voluntarily adhered to higher standards of transparency, often bearing the financial cost of non-GMO verification, organic certification, and clean-label formulation without any federal mandate requiring their competitors to do the same.

The death of the QR code loophole effectively levels the playing field. When conventional brands are forced to explicitly disclose the presence of bioengineered ingredients on their packaging by January 2028, consumers will be able to make direct, side-by-side comparisons in the grocery aisle. This increased visibility is expected to drive even greater consumer migration toward certified organic and Non-GMO Project Verified products, categories that already serve as the bedrock of the natural products industry.

Furthermore, the federal drive to define ultra-processed foods aligns perfectly with the core philosophy of the natural channel. Independent natural and organic food stores have long prioritized whole foods, minimally processed ingredients, and regenerative agricultural practices over synthetic formulations. If federal nutrition programs eventually integrate the new UPF definition to disincentivize the purchase of highly processed items, the market demand for nutrient-dense, clean-label alternatives will likely accelerate.

The closure of the GRAS loophole further reinforces consumer trust in the natural sector. As the FDA gains greater visibility into the synthetic additives utilized by conventional manufacturers, consumers will become increasingly aware of the chemical complexities inherent in highly processed diets. Brands that are committed to simple, recognizable, and transparent ingredient panels will find themselves perfectly positioned to capture the market share of health-conscious shoppers seeking refuge from synthetic additives.

Looking Ahead: The Path to 2028
While the regulatory wheels have been set in motion, the transition will not occur overnight. The USDA now faces a mandated deadline of Jan. 1, 2028, to finalize and implement the new bioengineered food disclosure rules. Concurrently, the proposed UPF definition and the GRAS notification rule must navigate the federal review process, including periods for public comment and potential revisions by the Office of Management and Budget.

For business owners and leaders in the natural products sector, the immediate path forward requires sustained vigilance and proactive consumer education. Retailers and manufacturers should begin preparing marketing and merchandising strategies that highlight their existing commitments to transparency, non-GMO sourcing, and minimal processing.

As the federal government finally moves to mandate the transparency that the natural channel has championed for decades, the industry is entering a new era. The days of hiding ingredients behind digital links and self-certified safety designations are drawing to a close. For the natural, organic, and regenerative food market, this is not just a regulatory victory; it is an affirmation of a business model built on integrity, health, and the consumer's fundamental right to know.

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.

Steve Hoffman 8/22/26 Steve Hoffman 8/22/26

Trump Signs EO on Regenerative Agriculture While EPA Approves More Toxic Forever Chemicals

This article first appeared in the August 2026 issue of Presence Marketing’s newsletter.

By Steven Hoffman

The summer of 2026 has delivered a dizzying regulatory whiplash for the natural, organic, and regenerative agriculture industry. On one hand, the phrase "regenerative agriculture" has officially reached the highest echelons of federal policy, recently enshrined in a presidential executive order and championed loudly under the populist "Make America Healthy Again" (MAHA) banner.

On the other hand, a quiet but aggressive rollout of toxic synthetic "forever chemicals," deep cuts to public health and agricultural inspection funding, and sweeping executive and legal victories for the agrochemical lobby tell a starkly different story.

For business owners, executives, and retailers in the natural and organic products sector, this legislative and regulatory environment presents a highly volatile mixed bag. We are witnessing a fundamental tension between the administration's public health rhetoric and its actual regulatory execution. As consumers increasingly look to the natural channel for transparency and safety, understanding these seismic shifts is critical.

Here is a comprehensive look at how recent federal actions, courtroom reversals, and public health fallouts are redefining the business of food and agriculture from the soil to the shelf.

The Biofuel Pivot: Is It True Regenerative Agriculture?
On June 25, 2026, President Donald Trump signed Executive Order 14414, formally titled Advancing Regenerative Agriculture and Strengthening American Farm Resilience. The directive instructs the U.S. Department of Agriculture (USDA), the Environmental Protection Agency (EPA), and Health and Human Services (HHS) to expand precision farming, streamline agricultural innovation, and evaluate cumulative chemical exposures in the food supply.

Simultaneously, USDA Secretary Brooke Rollins introduced a final Regenerative Feedstock Rule. Rather than injecting expansive new government subsidies into direct federal conservation or organic transition programs, the administration’s approach is entirely market-driven. As detailed by the Western Ag Network, the new USDA framework ties directly into the 45Z Clean Fuel Production Tax Credit, utilizing an updated "Feedstock Carbon Intensity Calculator" to connect on-farm practices with biofuel supply chains.

In practice, this allows massive conventional corn, soybean, and sorghum producers to document specific farming practices—such as no-till or cover cropping—and market their harvests at a premium to ethanol and biofuel producers. The goal is to incentivize carbon reduction without imposing federal mandates.

While market-based incentives for carbon reduction sound promising, advocates and organic farmers are raising the alarm. Many view this framework as a blatant co-opting of the regenerative movement by Big Ag. True regenerative agriculture—as pioneered by the organic movement—focuses on eliminating toxic inputs, restoring biodiversity, and building soil health to grow nutrient-dense food. Critics argue that the administration is simply repackaging the term "regenerative" into a carbon-scoring mechanism to subsidize industrial biofuel production, all while continuing to allow the use of synthetic pesticides and fertilizers on those very same crops. For natural products retailers, this underscores the urgent need to differentiate true regenerative organic food from conventional crops participating in carbon tax credit programs.

Funding Volatility and a Courtroom Rebuke
This pivot toward corporate biofuel subsidies has been accompanied by aggressive cuts to programs meant to support small-scale and marginalized farmers.

The administration’s new executive order did not add net-new financial outlays; rather, it shifted approximately $700 million within existing agency budgets to fund its new pilot programs. To balance the books and fulfill a mandate to eliminate what it deemed wasteful spending and "diversity, equity, and inclusion (DEI)" initiatives, the USDA abruptly canceled the Increasing Land, Capital, and Market Access Program (ILCMA) earlier this year. Originally a $300 million initiative to help Black, Native American and historically underserved farmers secure land and financing, the program was canceled earlier this year over alleged administrative and DEI-related concerns.

However, the administration’s aggressive funding cuts recently hit a major legal wall. On June 30, U.S. District Judge Beryl Howell granted a preliminary injunction ordering the USDA to restore $127 million in canceled grants to 24 organizations while litigation continues. The plaintiffs successfully argued that the USDA unlawfully terminated the awards based on arbitrary keyword searches rather than on performance or merit. This courtroom rebuke is a massive victory for grassroots agricultural groups and reinforces the USDA's legal obligation to honor its contracts with the young and first-generation farmers who represent the future of the nation’s specialized food supply.

In another piece of rare, positive news for the natural products sector, the USDA recently announced that the organic certification cost-share funds have finally been released. These funds are a vital lifeline for small- to mid-sized organic operations, reimbursing them for a portion of the financial burden required to maintain their rigorously audited USDA Organic certifications. The release of these funds will help stabilize the organic supply chain as farmers finalize their operational budgets for the coming year.

#ChemGate and PFAS Proliferation
While the administration touts its commitment to farm resilience, its environmental regulatory arm is moving in a dangerously contradictory direction.

In early July 2026, the EPA quietly fast-tracked the approval of three new toxic pesticides containing PFAS (per- and polyfluoroalkyl substances)—commonly known as "forever chemicals." The hazardous new herbicides—trifludimoxazin, diflufenican, and epyrifenacil—can now be sprayed directly on major food crops, including wheat and citrus. According to the Environmental Working Group (EWG), EPA scientists themselves flagged one of these chemicals as having "suggestive evidence of carcinogenic potential."

This decision brings the total number of PFAS pesticides greenlit by the current EPA to five in under two years. These chemicals do not break down in the environment; they accumulate in the soil, the water table, and ultimately, the human bloodstream, where they are linked to immune system suppression and severe reproductive health issues.

The regulatory failure extends to the FDA, which recently refused a formal petition to set strict limits on forever chemicals in food, leaving consumers entirely unprotected from the downstream effects of the EPA's pesticide approvals.

Food industry visionary and financial analyst Robyn O’Brien has aptly dubbed this crisis "#ChemGate." O'Brien warns that when regulatory bodies become hopelessly captured by the chemical lobbying arms they are meant to oversee, the entire integrity of the American food supply collapses. For natural products retailers, the EPA's quiet unleashing of forever chemicals onto conventional produce serves as the ultimate marketing imperative for the organic seal. As conventional agriculture becomes increasingly saturated with indestructible synthetic toxins, the rigorously audited, “no toxic synthetic pesticides” promise of the organic aisle transforms from a premium lifestyle choice into a fundamental public health necessity.

The Glyphosate Betrayal: A Fracture in the MAHA Alliance
The tension between the populist MAHA movement and the administration’s actual policy execution reached a breaking point this year over the world’s most notorious herbicide: glyphosate.

The fracture began in February 2026 when President Trump issued an executive order invoking the Defense Production Act to mandate and protect the domestic production of glyphosate (the active ingredient in Roundup), citing national security and food supply chain resilience. The order granted broad liability immunities, infuriating MAHA advocates who had championed the administration on the promise of health reform. As Environmental Working Group President Ken Cook noted at the time, the move was viewed by many wellness advocates as a "direct assault" on the MAHA platform and a great gift to the chemical lobby.

This administrative protection was recently compounded by a landmark decision from the nation's highest court. This summer, the U.S. Supreme Court ruled in favor of agrochemical giant Bayer regarding its glyphosate-based weedkiller. The ruling effectively blocks thousands of state-level "failure-to-warn" lawsuits, determining that federal EPA label approvals preempt state laws that might otherwise require cancer-warning labels on toxic pesticides.

This decision essentially grants a liability shield to pesticide manufacturers, protecting them from plaintiffs alleging they were not properly informed about the severe health risks associated with chronic glyphosate or other chemical pesticide exposure.

For the MAHA movement, the executive protections and the Supreme Court ruling exposed a deep rift between the political rhetoric of "making America healthy" and a regulatory reality that actively insulates the chemical agriculture industry from legal consequence. As reported by Grist, attempts to appease MAHA's fury over the Roundup rulings have largely backfired, leaving health-freedom advocates feeling profoundly betrayed. Protests have taken place outside the Supreme Court, signaling that the coalition of health advocates that helped propel the administration into office is fracturing over its failure to regulate Big Chem.

The Public Health Fallout: The Cost of Cutbacks
The consequences of prioritizing corporate deregulation and cutting federal research and inspection budgets are not abstract; they are already playing out in real time across the nation's supply chains and emergency rooms.

The current administration has initiated historic cutbacks in public health funding, FDA food inspections, and USDA agricultural research. The result is a regulatory apparatus that is operating with severe blind spots, and the public is paying the price.

In recent weeks, an explosive food-borne Cyclospora outbreak has swept across the United States, causing severe, prolonged gastrointestinal illness. Cyclospora is a microscopic parasite transmitted through feces and typically linked to contaminated fresh produce. As of July 2026, the parasite has sickened thousands of Americans across at least 34 states, with the Midwest bearing the brunt of the crisis. In Ohio, the Cleveland Clinic reported a staggering jump in lab testing, skyrocketing from just one test per day to nearly 200 as symptomatic patients flooded local hospitals.

The federal response has been heavily hindered by recent agency rollbacks. Due to severe staffing shortages and budgetary cuts at the Centers for Disease Control and Prevention (CDC)—which recently made the tracking of certain foodborne illnesses optional—federal case data has drastically lagged behind real-time state-level reporting. Without a robust, centralized federal tracing apparatus, state health investigators have been left to piece together the puzzle on their own. While early interviews strongly point to lettuce and salad greens as the leading suspected source, a specific grower, brand, or supplier has yet to be definitively named by federal authorities.

As local health departments scramble to track the outbreak's expanding footprint across the country, this unresolved crisis raises grave questions about the ability of gutted federal agencies to adequately monitor the safety of the conventional food supply. When the government can no longer proactively track and trace a pathogen, the burden of food safety falls entirely on the retailer and the private supply chain.

Simultaneously, the agricultural sector is battling a devastating screwworm outbreak affecting livestock. For decades, the USDA successfully managed the threat of the New World screwworm—a parasite that feeds on the living tissue of warm-blooded animals—through robust research and sterile insect release programs. However, recent reductions in federal research funding and the mass exodus of USDA researchers who are refusing mandatory relocations have compromised the agency's ability to maintain these critical biological defense lines, resulting in a crisis for ranchers and a direct threat to the meat supply chain.

The Strategic Path Forward for the Natural Channel
As we survey the current landscape, the mandate for the natural, organic and regenerative products industry is unmistakably clear. We can no longer rely on federal tailwinds, government definitions, or public safety nets to protect our consumers or our food supply.

When the federal government co-opts the term "regenerative" to subsidize industrial biofuels, unleashes PFAS forever chemicals onto conventional crops, shields glyphosate manufacturers from liability, and defunds the agencies responsible for keeping parasites out of our produce, the conventional food system ceases to be a safe default for the American family.

In this environment of deep institutional failure, the natural products channel stands as the last line of defense.

Retailers, brands and investors must step into the regulatory void and double down on uncompromising transparency. We have an opportunity to educate customers on the profound difference between a federally subsidized "regenerative" biofuel crop and rigorously audited USDA Certified Organic and Regenerative Organic Certified (ROC) food systems.

Furthermore, private capital must continue to step forward. To truly scale clean agriculture, the private sector needs to prioritize funding the organic transitions, the local supply chain infrastructure, and the independent agricultural research that the federal government is actively abandoning.

The agricultural policies of 2026 are indeed a mixed bag—heavy on chemical appeasement and light on actual public health reform. But out of this chaos emerges a profound opportunity. As the conventional system compromises itself, the value proposition of the natural, organic, regenerative, and specialty food industry has never been more vital, more distinct or more essential to the future of human health and environmental resilience.

Steve Hoffman 7/14/26 Steve Hoffman 7/14/26

Community Launches $1.5M Campaign to Save Historic Jamestown Mercantile Cafe

JAMESTOWN, Colo. (July 14, 2026) — A newly formed Colorado nonprofit, SAVE THE MERC, has launched a community fundraising campaign to purchase and preserve the historic Jamestown Mercantile Cafe, one of Colorado’s oldest continuously operating businesses and Jamestown’s only public storefront. The campaign seeks to raise $1.5 million to secure the building at 108 Main Street and keep it in community hands for generations to come.

SAVE THE MERC is the public name of The Jamestown Home for Wayward Artists, Pirates and the Somewhat Feral, a 501(c)(3) nonprofit established in 2026 to steward the beloved Mercantile building as a permanent community asset. The organization’s goal is simple: buy the building, keep the cafe operating, preserve affordable community space, and expand arts and cultural programming.

A Historic Tradition Built Over 134 Years
Built in 1892, The Merc has served generations of residents, miners, travelers, artists, musicians and visitors. The 2.5-story, wood-frame building constructed in a classic western style was added to the National Register of Historic Places in 1989. Over the decades, it has evolved from a mercantile and post office into what locals affectionately call “the community living room.” It has hosted live music, poetry nights, community dinners, classes, celebrations, fundraisers, and countless everyday conversations that bind rural mountain communities together.

“The Merc isn’t just a restaurant,” said campaign organizers. “It’s where people gather in storms and natural disasters, celebrate milestones, meet neighbors, hear music, and feel welcome. Places like this are rare, and once they’re gone, they’re gone.”

The crowd-funding campaign comes at a pivotal moment, as the current owner has made the property available for sale and is very supportive of the nonprofit effort to preserve the building’s future as a public gathering place.

After purchasing the property, SAVE THE MERC plans to operate as landlord and steward of the property while existing tenants, including the cafe, continue operating. Rental income from the building’s eight units is expected to help cover maintenance and operating costs, while future grants and donations would support expanded programming.

Future plans include a recording studio for musicians, writer-in-residence opportunities, youth arts programming, community workshops, and preservation efforts documenting Jamestown’s history.

A Critical Community Resource
The Merc has already proven its resilience. It survived the devastating 2013 flood that affected a large part of Boulder County, serving as a FEMA meeting point and source of support during recovery efforts, and later adapted during COVID with outdoor dining and virtual concerts.

Campaign organizers emphasize that support is needed not only from Jamestown residents but from the broader community of people across Colorado and beyond who have found connection there over the years.

“It’s going to take every pirate on the ship to save the home of the somewhat feral," said Rainbow Shultz, owner of the Jamestown Mercantile and board member of SAVE THE MERC. Shultz notes that the all-volunteer board is comprised of a passionate, multidisciplinary group of community stewards dedicated to preserving The Merc as a vibrant, inclusive hub for food, music, community, and connection in Jamestown.

Honky Tonk Fundraiser, July 25
To support the SAVE THE MERC initiative, fellow mountain venue The Gold Hill Store in Gold Hill, the renowned mountain town west of Boulder, will host a Honky Tonk Fundraiser on Saturday, July 25, 3-7 pm. The event will feature a silent auction and three musical acts, and tickets include a BBQ dinner and wine tasting. Proceeds will benefit the SAVE THE MERC campaign. Visit here for more information and to purchase tickets.

How to Help
Donations can be made online at savethemerc.org/donate. Supporters can also volunteer, host fundraising events, or inquire about major gifts and naming opportunities through the website, savethemerc.org.

Media Contact
Steven Hoffman, Compass Natural, steve@compassnatural.com, tel: 303.807.1042

Steve Hoffman 7/1/26 Steve Hoffman 7/1/26

2026 Federal Hemp Ban: Understanding the Legislative Paradox Reshaping the Consumable Hemp Market

This article first appeared in the July 2026 issue of Presence Marketing’s newsletter.

By Steven Hoffman

For years, the natural products industry has served as the tip of the spear for plant-based wellness and agricultural innovation. Independent health food stores, natural grocery chains and co-ops were among the first to educate American consumers on the endocannabinoid system. They were the pioneers who brought hemp-derived CBD to the mainstream, championing a botanical remedy that offered millions relief from pain, anxiety and inflammation without the intoxicating effects of traditional marijuana.

Thanks to the 2018 Farm Bill, which legalized commercial hemp cultivation, a vibrant supply chain emerged. From the regenerative organic farmer cultivating the crop to the innovative manufacturer formulating tinctures and topicals, to the retailer curating wellness aisles, the hemp economy blossomed into a formidable market. According to Inc. Magazine, the hemp sector is now valued at a staggering $28.4 billion, supporting more than 300,000 jobs nationwide.

Yet, as we move through the summer of 2026, this thriving ecosystem faces an existential threat. A looming federal ban, passed quietly as a rider in a 2025 appropriations bill, threatens to decimate the consumable hemp market by the end of the year.

At the exact moment the federal government is taking historic steps to deregulate and reschedule marijuana, it is simultaneously moving to criminalize the non-intoxicating, therapeutic hemp products that natural products retailers have safely sold for years. For business owners, executives, and professionals in the natural and organic food market, understanding the mechanics of this ban, the paradox of federal cannabis policy, and the ongoing fight for agricultural seed sovereignty is critical to navigating the turbulent months ahead.

Section 781 and the November 12 Deadline
The crisis stems from the Appropriations Act for 2026, signed into law on Nov. 12, 2025, to end a government shutdown. Buried within the legislation was Section 781, a provision orchestrated largely by Representative Andy Harris (R-MD), who presides over the House Appropriations Subcommittee on Agriculture, and bolstered by the legislative weight of Senator Mitch McConnell (R-KY), that fundamentally redefines legal hemp in the United States.

Under the 2018 Farm Bill, hemp was defined as cannabis containing less than 0.3% delta-9 THC on a dry-weight basis. Beyond the promise of food and fiber products derived from hemp, this definition allowed for the proliferation of full-spectrum CBD products, which naturally contain trace amounts of THC. However, it also created a loophole that allowed chemists to synthesize intoxicating cannabinoids—like delta-8 THC and THCA—from legal hemp CBD, leading to a flood of unregulated, intoxicating products in convenience stores and gas stations across the country.

Rather than creating a robust regulatory framework to address synthetic intoxicants, Congress opted for a blunt instrument. As detailed by Vicente LLP, Section 781 shifts the definition of hemp to a "total THC standard" (0.3% total THC, inclusive of THCA and delta-8). More devastatingly, the law caps final-form hemp-derived cannabinoid products at a microscopic 0.4 milligrams of total THC per container.

Absent intervening legislation, this restrictive standard takes effect on Nov. 12, 2026. Because even non-intoxicating, full-spectrum CBD products naturally contain more than 0.4 milligrams of trace THC per container, the new law essentially throws the baby out with the bathwater. According to the U.S. Hemp Roundtable, the ban will render approximately 95% of existing hemp-derived cannabinoid products federally unlawful.

As Forbes recently noted, the new rules will knock out popular, non-intoxicating CBD products that consumers rely on daily. For natural products retailers, this means that the tinctures, gummies, and functional beverages currently driving significant foot traffic and revenue will likely become contraband overnight. According to Recovered.org, the law will stringently restrict the possession and sale of these products, particularly in states where marijuana remains illegal.

Retailers and Producers Raise the Alarm
The impending ban has sent shockwaves through the natural products supply chain. Retailers who meticulously vetted brands for organic certification, clean extraction methods and third-party testing are now facing the prospect of emptying their shelves of CBD products.

Local businesses and wellness practitioners are raising the alarm, arguing that federal policymakers have fundamentally misunderstood the products they are banning. "We have the backing of medical professionals in Lancaster, in Pennsylvania, and across the country that refer their patients to us for pain relief," Heather Kreider, owner of Hempfield Botanicals in Lancaster, PA, told Fox43. "I'm a registered nurse myself. I'm also a cannabis educator, so I take what we do here very seriously. We're doing the right things here; however, those bad players are not, and they're the ones that are causing the issues."

The collateral damage extends beyond the retail sector and into federal healthcare initiatives. As reported by The Guardian, the hemp ban will effectively derail a highly anticipated Medicare pilot program designed to reimburse seniors for hemp-derived products. The model program, which launched just months ago, covered up to $500 per year for eligible Medicare patients utilizing CBD products. The federal ban undermines this progress entirely, cutting off affordable access to natural wellness for vulnerable populations.

As the Alliance for Natural Health argues, the ban is "built on broken science." By targeting the trace, naturally occurring cannabinoids in full-spectrum hemp, the government is effectively outlawing a botanical medicine that millions of Americans rely upon daily.

The Marijuana Rescheduling Paradox
Perhaps the most bewildering aspect of the 2026 federal hemp ban is the stark policy contradiction it creates within the broader cannabis landscape.

While the federal government is lowering the hammer on non-intoxicating hemp products, it is simultaneously taking historic steps to deregulate traditional, high-THC marijuana. In recent months, federal agencies have moved to reschedule marijuana from Schedule I to Schedule III under the Controlled Substances Act, recognizing its medical utility and reducing tax burdens for state-licensed dispensaries.

This creates a jarring paradox for grocery retailers and natural food vendors: The federal government is facilitating the growth of the intoxicating, highly regulated dispensary market while actively criminalizing the non-intoxicating hemp market historically sold in mainstream grocery aisles.

Reason magazine recently highlighted this hypocrisy, noting that Mitch McConnell's push for the hemp ban betrays the very industry he helped create through the 2018 Farm Bill. The prohibition destroys a thriving industry to solve a regulatory issue that individual states were already handling effectively.

The backlash against this paradox has prompted unexpected political alliances. In April 2026, President Donald Trump took to Truth Social to push Congress to save the industry. Following his administration's historic moves to protect medical marijuana, Trump stated he was calling on Congress to update the law "to ensure that Americans can continue to access the full-spectrum CBD products they have come to rely on ... while preserving Congress’s intent to restrict the sale of products that pose health risks."

Seed Sovereignty: The Hidden Threat of Section 781
While the consumer impact of the hemp ban has dominated the headlines, Section 781 contains a more insidious threat to agriculturalists: the erosion of seed sovereignty.

In the regenerative agriculture and organic farming communities, seed sovereignty—the right of farmers to save, breed, and exchange seeds free from corporate or government overreach—is a sacred tenet. Yet, the new federal definitions deeply compromise this right. As detailed by Grow Weed Easy, the new federal hemp and cannabis seed law dictates that viable seeds from high-THC plants are explicitly excluded from the definition of legal hemp, even if the seeds themselves contain zero THC.

This linguistic shift in the federal code has profound implications. Green State reports that this little-known federal rule could effectively make vast swaths of cannabis seeds illegal, paralyzing the nation's seed banks, agricultural research institutions, and independent farmers. Local businesses are already feeling the chilling effect. In Maine, the Fairfield Hemp Seed Company warned that the federal bill could lead to their closure, stripping farmers of access to reliable, region-specific genetics

Leading the charge against this agricultural overreach is the American Seed Innovation & Genetics Association (ASIGA). In a comprehensive white paper regarding Section 781, ASIGA meticulously outlines how the government's conflation of mature plant cannabinoids with the genetic potential of a seed stifles agricultural innovation.

By criminalizing seeds based on their potential future THC expression rather than on their current chemical makeup, the federal government is erecting massive barriers to entry for independent breeders. ASIGA argues that seeds are the essential foundation of agricultural diversity. Without the legal protection to trade and cultivate diverse cannabis genetics, the industry risks consolidating into the hands of a few well-capitalized, multi-state operators, directly contradicting the anti-monopoly ethos of the natural products industry. For organizations championing seed sovereignty and legal clarity, repealing or amending Section 781 is not just about saving CBD gummies; it is about defending a farmer's fundamental right to the seed.

The Legislative Scramble: Will Congress Intervene?
With the November 12 deadline approaching, the hemp industry has launched a desperate legislative scramble to save itself.

Several lawmakers have attempted to introduce rescue measures. In the House, Rep. James Comer (R-KY) and Rep. Andy Barr (R-KY) introduced bills and amendments aimed at establishing a comprehensive regulatory framework or delaying the ban entirely. Three U.S. House Republicans recently attempted to thwart the intoxicating hemp product ban during Farm Bill negotiations, and another GOP lawmaker is currently circulating a bill to keep hemp THC drinks federally legal. Furthermore, the intoxicating hemp industry is actively seeking a rescue in Congress.

However, the political reality is grim. Despite bipartisan lobbying efforts, the U.S. Congress has repeatedly blocked the latest rescue attempts. According to Marijuana Moment, top marijuana reform groups concede that Congress is unlikely to prevent the new federal ban this year.

The broader cannabis industry finds itself fractured. Some stakeholders in the licensed marijuana dispensary space view the hemp ban as a victory, eliminating competition from unregulated hemp-derived products. As Hemp Today reports, bipartisan lobbyists have joined the cynical cause as intoxicating hemp faces its endgame, resulting in a situation where the federal axe is finally falling on intoxicating hemp.

Unfortunately, the collateral damage of this infighting is the natural and organic food retailer, the hemp farmer, and the consumer relying on full-spectrum CBD.

How Retailers and Brands Can Prepare
As we stare down the barrel of November 2026, business leaders in the natural products sector must be pragmatic. Hoping for a last-minute congressional miracle is not a viable business strategy.

While the question of which products will disappear under the national hemp ban remains unanswered pending potential enforcement guidance, retailers and manufacturers must audit their supply chains immediately. Brands should consult with legal counsel to understand their exposure to the 0.4-milligram total THC limit per container. Retailers must review their vendor agreements and prepare for significant SKU rationalization in their wellness aisles.

However, as MJBiz Daily astutely points out, hemp THC regulation is inevitable, but it’s not a ban—and operators must prepare. The natural products industry must pivot from reacting to prohibition to actively advocating for intelligent, science-based regulation. This means supporting organizations like ASIGA in the fight for seed sovereignty, and aligning with groups like the U.S. Hemp Roundtable and others to demand strict age restrictions on sales (age-gating), cGMP manufacturing standards, and truthful labeling over outright bans.

The natural products sector is no stranger to navigating complex regulatory shifts, and while retailers will ultimately adapt to the loss or transformation of a popular wellness category, the 2026 Federal Hemp Ban poses a genuine threat to the farmers, formulators, and producers who built the $28 billion consumable hemp products market. Moving forward, the survival of the consumable hemp sector depends not on a return to the unregulated gray market, but on a unified industry push for sensible, safety-focused legislation. By advocating for mandatory age verification, stringent manufacturing standards and seed sovereignty rather than blunt prohibition, the trade can chart a sustainable path forward—one that protects consumers, preserves retail revenue streams, and defends the agricultural innovators who supply them.

Steve Hoffman 6/25/26 Steve Hoffman 6/25/26

JAMBAR Named Founding Partner of Siesta Valley Bowl

Rooted in shared Bay Area history, the partnership connects Jennifer Maxwell’s legacy in sports nutrition, music, and active living with Siesta Valley Foundation’s vision for a renewed East Bay cultural landmark.

ORINDA, Calif. (June 25, 2026) — Siesta Valley Bowl today announced JAMBAR, the certified organic energy bar company founded by PowerBar® co-creator Jennifer Maxwell, as its first founding partner. JAMBAR will be the official energy bar of the intimate outdoor amphitheater (former home of Cal Shakes), located in the Berkeley Hills in Orinda.

This new partnership brings together two Bay Area businesses that share an appreciation for live music, active living, and community. JAMBARs will be sold at concessions and featured throughout the venue through signage including the newly named JAMBAR Athlete’s Gate, which marks the opening to the outdoor areas of the property and connects the amphitheater to surrounding open space, nearby trails, and the Skyline Trail. JAMBAR will be a big part of their first July music event with The Breaks on July 2.

As part of the relationship, JAMBAR is also partnering with Siesta Valley Foundation, aligning with JAMBAR’s giveback commitment to support organizations advancing music and active living. JAMBAR donates 50% of after-tax profits to these causes.

“Siesta Valley Bowl sits at the intersection of music, nature, and active living. Visitors can spend the afternoon on the trails, refuel with a JAMBAR, and then settle in for an unforgettable performance under the stars,” said Campbell Foster, Chairman and Founder of Siesta Valley Foundation. “That's exactly why JAMBAR is such a natural founding partner for us. There’s a meaningful alignment of shared values.”

Set in a redwood grove with views of the surrounding Berkeley-Orinda Hills, Siesta Valley Bowl offers artists and audiences an intimate live music experience in one of the region’s most scenic outdoor settings. The 1,000-person-capacity venue is located on a protected East Bay Municipal Water District (EBMUD) watershed, and is operated by Siesta Valley Bowl, Inc. through a public-private partnership with Siesta Valley Foundation and EBMUD, combining culture with environmental stewardship and community engagement.

For Maxwell, the partnership is a natural extension of JAMBAR’s roots and mission. A University of California, Berkeley graduate, Maxwell helped launch the sports nutrition category when she co-founded PowerBar in Berkeley in 1986. She later founded JAMBAR in 2021 around her lifelong passions for real-food nutrition, athletic performance, and music.

“The East Bay has shaped so much of my life, from going to Cal and starting PowerBar in Berkeley to running the East Bay trails and playing music in the community today,” said Jennifer Maxwell. “Siesta Valley Bowl brings together many of the things that matter to me and to JAMBAR. For organizations like Siesta Valley Bowl to thrive, they need businesses and individuals to financially support their mission. We value the creativity and joy that they bring, and are proud to be a sponsor.”

The site’s cultural roots date back to Cal Shakes, which helped define the amphitheater as a beloved East Bay arts destination for decades. Today, Siesta Valley Bowl is building on that history with a renewed focus on live music, arts programming, community gathering, and partnerships with local theater groups and cultural organizations.

With premium sound quality, exceptional food and beverage options, and a secluded watershed location, Siesta Valley Bowl is poised to become a defining outdoor music destination for the East Bay, while also supporting a broader vision for theater, family programming, outdoor recreation events, and conservation efforts.

The venue opened its doors on June 5 with a performance by proto-punk legend Jonathan Richman, launching its inaugural concert series featuring more than 20 national touring artists across a wide range of styles and genres. One of this season's signature performances arrives July 2, when Siesta Valley Bowl welcomes The Breaks, a powerhouse supergroup featuring Stanton Moore (Galactic), Eddie Roberts (The New Mastersounds), and Robert Walter (Greyboy Allstars). Together, they bring decades of funk, soul, jazz, and improvisational firepower to one stage. Opening the evening are jazz-funk pioneers The Headhunters, whose groundbreaking recordings helped shape modern funk and continue to influence generations of musicians. The double bill reflects Siesta Valley Bowl's commitment to presenting exceptional artists in an intimate outdoor setting designed for both music lovers and performers.

As Siesta Valley Bowl continues to build its inaugural season, the partnership with JAMBAR marks an important early milestone for the venue’s new chapter — one rooted in East Bay creativity, active living, live music, and community connection.

About Siesta Valley Bowl
Siesta Valley Bowl is a 1,000-person-capacity outdoor amphitheater located in the Berkeley Hills in Orinda, California, and the former home of the acclaimed California Shakespeare Theater. Operating under a 15-year lease signed in November 2025, the venue brings world-class live music, premium sound quality, and an exceptional culinary experience to the East Bay in an intimate, scenic watershed setting. Siesta Valley Bowl is committed to showcasing a diverse roster of national touring artists and supporting the local arts community through its affiliated nonprofit, the Siesta Valley Foundation.

About Siesta Valley Foundation
The Siesta Valley Foundation is a 501(c)(3) nonprofit organization dedicated to supporting arts education, cultural programming, environmental stewardship, and community engagement in the East Bay. Through its partnership with Siesta Valley Bowl, Inc. and EBMUD, the Foundation supports the long-term vision for the historic amphitheater as a place where arts, nature, and community come together.

About JAMBAR
In 2021, Jennifer Maxwell founded JAMBAR with the goal of helping people feel good about the ingredients they put in their bodies, and the positive impact they can have on their local communities. JAMBAR organic energy bars are made in the U.S. and crafted in small batches in the company's state-of-the-art manufacturing facility in California. A woman-owned, mission-driven business, JAMBAR donates 50% of after-tax profits to organizations that support active living and music. JAMBARs are available in natural foods and grocery stores, sports specialty stores, and online at Amazon.com. Learn more at www.jambar.com and follow JAMBAR on Facebook and Instagram.

Media Contact
Steven Hoffman, Compass Natural, steve@compassnatural.com, tel: 303.807.1042

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