Non-UPF Verified Sets a New Standard for Ultra-Processed Foods
This article first appeared in the December 2025 issue of Presence Marketing’s newsletter.
By Steven Hoffman
In mid-November, an international team of 43 scientists released a landmark series of papers in The Lancet concluding that ultra-processed foods (UPFs) now pose a “clear global threat” to public health. Drawing on more than 100 long-term studies, Reuters reported that the series links higher UPF intake to increased risk of obesity, Type 2 diabetes, cardiovascular disease, cancer, depression, and all-cause mortality.
Coverage in outlets from The Guardian and ABC News to NPR underscores the gravity of the findings. One analysis noted that UPFs are associated with harm to every major organ system in the body, and that these products are rapidly displacing fresh and minimally processed foods worldwide. University of North Carolina nutrition researcher and Lancet series coauthor Barry Popkin told NPR, “We can say now that truly ultra-processed food represents a clear global threat to our health—not only our physical health but also mental health in terms of its impacts on depression.”
At the same time, a growing body of consumer and market research points to a widening trust gap. Many shoppers want to avoid UPFs but say they can’t easily tell what qualifies. A recent New York Times Well column explored why ultra-processed products are so hard to resist and so ubiquitous in modern diets, and highlighted the way industrial formulations can override normal satiety signals and blur the line between “food” and “edible product.”
Against this backdrop, the Non-GMO Project’s new Non-UPF Verified Standard lands at a pivotal moment for CPG brands, retailers, and the entire natural and organic products ecosystem.
From GMOs to UPFs: The Non-GMO Project widens its lens
On Nov. 12, the Non-GMO Project formally announced Version 1.0 of its Non-UPF Verified Standard, described as “the nation’s first comprehensive framework” for defining and verifying foods that are not ultra-processed, and called it the “first Non-UPF Verified standard to address the ultra-processed foods crisis.”
The new certification builds on the Non-GMO Project’s 18-year record of third-party verification and its iconic butterfly seal, now found on more than 63,000 products that represent an estimated $50 billion in annual sales.
“Around the world, more people are waking up to the realization that much of what fills our grocery carts is no longer truly food,” said Megan Westgate, founder and CEO of the Non-GMO Project and Non-UPF Verified, at a recent webinar unveiling the new standard. “Doctors and researchers increasingly describe these products as ‘processed edible substances’—industrial formulations engineered for palatability and shelf life rather than nutrition.”
Westgate is careful to say this is not an attack on processing per se. As she told Food Business News: “Processing itself isn’t the enemy. It’s how and why it’s done that matters. The Non-UPF Standard defines a middle ground where convenience and nourishment can genuinely coexist.”
In practice, that “middle ground” is defined by a rigorous ingredient and processing criteria, which are detailed in the Non-UPF Verified Standard v1.0.
Why ultra-processed foods are under fire
The Lancet series and surrounding news coverage sharpen a distinction many in the natural channel have understood for decades: It’s not just what’s in food, but also how it’s made.
The Guardian’s coverage of the Lancet research noted that more than half of the average diet in the U.S. and U.K. now consists of UPFs, with some low-income and younger populations getting up to 80% of their calories from these products. Citing CDC data, ABC News reported that Americans on average consume over half of their daily calories from UPFs.
The Lancet authors point to several mechanisms by which UPFs drive harm:
Disrupted food structure and “hyper-palatability” that encourage overeating and rapid absorption of refined starches and sugars.
High levels of added sugar, sodium, and unhealthy fats.
Widespread use of cosmetic additives and ultra-refined ingredients, some of which may alter gut microbiota or expose consumers to contaminants such as phthalates.
Aggressive marketing and product design that exploit biological reward pathways, particularly in children (MAHA Commission).
In the NPR report, Lancet series coauthor Marion Nestle, professor emerita of nutrition and food studies at NYU and author of “Food Politics,” drew a direct line between the science and the need for policy and marketplace action. She noted that some countries, including Chile, have already shown that warning labels, marketing restrictions, and school food reforms can curb UPF intake. “It’s time to take on the industry,” Nestle said. “They’ve got to stop.”
The Lancet series and recent media reporting all make the point: Ultra-processed foods are not just one more dietary risk factor. They are a structural driver of global chronic disease—and the food system will not change without clear definitions, strong incentives, and credible labels.
‘Disconnected’: What consumers are telling us
In October, the Non-GMO Project released a consumer research report titled “Disconnected,” which summarized the attitudes of U.S. shoppers toward UPFs and the modern food system. Some of the topline numbers from “Disconnected” and related research are striking:
A 2024 Non-GMO Project survey found that 85% of Americans want to avoid ultra-processed foods, but most say they feel overwhelmed and unsupported in trying to do so.
Internal research from the Non-GMO Project’s Food Integrity Collective showed that 68% of shoppers actively try to avoid UPFs, and 70% say they need clearer labeling or third-party verification.
New Hope Network reported that 72% of Americans say they are trying to avoid ultra-processed foods, signaling a powerful demand across mainstream and natural retail.
“Disconnected” emphasized that consumers feel the food system is “out of their hands” — dominated by large corporations using engineered ingredients that are disconnected from natural food sources.
In other words, shoppers are ahead of policy. They are already looking for ways to opt out of UPFs, but they lack tools they can trust. That, more than anything, is the market gap the Non-UPF Verified Standard aims to fill.
The architecture of the Non-UPF Verified Standard
The Non-UPF Verified Standard approaches ultra-processing through two essential frameworks: ingredient integrity and formulation, and processing limits.
1. Ingredient integrity and formulation
The standard targets ingredients that are either emblematic of ultra-processed formulations or under scientific scrutiny for metabolic, neurological, or gut impacts. Collectively, these criteria are designed to protect what the standard calls structural integrity, nourishment, and transparency, steering innovation away from “cosmetic” ingredients and toward minimally processed building blocks:
Non-nutritive and bio-transformed sweeteners (such as aspartame, sucralose, stevia extracts, erythritol, and other sugar alcohols) are prohibited as sugar substitutes. Minimally processed stevia leaf preparations may be allowed only at flavor-level use, not as a core sweetener.
Added sugars are capped by category, typically ranging from low single-digit percentages (by dry weight) for soups, sauces, snack foods, and proteins, to stricter limits for beverages and breakfast foods, and up to roughly 20% for desserts and 40% for some confectionery categories.
Gums, thickeners, hydrocolloids, and texturizers produced via industrial degradation or fermentation—such as carrageenan, microcrystalline cellulose, polysorbates, polydextrose, xanthan gum, and maltodextrin— are largely prohibited.
Artificial colors and certain processed oils are excluded.
Natural flavors are confined to use cases where the corresponding “real” ingredient is present and may not be used to mask the absence of whole foods.
2. Processing limits and food structure
Not all processing is equal. The Non-UPF Verified Standard distinguishes among permissible, conditional, and prohibited methods and requires that:
At least 70% of a product’s weight (or dry weight, for certain categories) must be minimally or moderately processed using permissible methods that preserve the food matrix.
Up to 30% may be “conditionally processed”—for example, certain protein isolates or powders—if they meet specific criteria.
High-impact chemical, structural, thermal, or biological modifications are not allowed, including synthetic biology and 3D-printed ingredients.
The intent is to address the very features UPF critics highlight: extensive fractionation and recombination of ingredients, aggressive “engineering” of texture and flavor, and techniques that break down food structure to the point where the body no longer recognizes the substance as food.
As the standard notes, UPF is as much about the degree and purpose of processing as about individual ingredients. The Non-UPF framework is one of the first to operationalize that insight in a way that is auditable at the product level.
The full standard is publicly posted at NonUltraProcessed.org. The Project has signaled that it will update its prohibited ingredient list annually based on emerging science and pilot feedback.
Pilot brands, early adopters and the reformulation challenge
If Non-UPF Verified is to matter, it has to show up on shelves. The early signs are promising.
A pilot cohort of 16 brands—including both mission-driven emerging companies and established names—has been working with the Non-GMO Project and independent technical administrators to test the Non-UPF verification model across nearly every aisle. In addition, New Hope Network reported that 200 brands are already on the wait list, and that the Non-UPF Verified seal is expected to begin appearing on packages in 2026.
In Douglas Brown’s New Hope Network feature, “Non-UPF Verified: Must-Knows for Natural Brands,” Westgate characterized the program as “a movement, not just a mark,” and noted that reformulation will be essential in categories dependent on gums, stabilizers, and added sugars. “We have some cleaning up to do in this industry,” she said. “Reformulations are needed. We need less sugars and gums. It’s going to be a process. But it does seem like brands are really paying attention.”
For many natural and organic manufacturers, the reformulation challenge may feel familiar. Non-GMO and organic standards forced reevaluation of supply chains and ingredient decks; Non-UPF now pushes deeper into how those ingredients are combined and processed.
For mission-driven brands backed by retailers that cater to ingredient-savvy shoppers, the upside could be substantial:
Differentiation in crowded categories such as ready-to-eat meals, plant-based meats, beverages, and snacks, where formulations can drift toward UPF territory even in “natural” sets.
Alignment with policy trends, as HHS, USDA, and FDA explore definitions and potential regulatory approaches to UPFs.
Deeper consumer trust, particularly among shoppers who already use Non-GMO Project and organic seals as navigational tools in the aisle.
For contract manufacturers and ingredient suppliers, however, this is more than a marketing play—it’s a roadmap for where formulation business is likely headed.
Industry response: Caution, criticism, and opportunity
The Non-UPF standard does not exist in a vacuum. Trade groups and conventional food manufacturers are watching closely and some are pushing back.
Food Business News noted that while states such as California have begun to legislate around certain additives and ultra-processed foods, groups like the Grain Foods Foundation argue that some UPFs can fit into healthy dietary patterns, especially when fortified or reformulated.
More broadly, many industry stakeholders have urged federal agencies to avoid definitions that hinge on processing intensity, arguing that frameworks like the NOVA classification system paint with too broad a brush and risk demonizing shelf-stable, affordable foods.
Westgate and her team acknowledge these debates. In FoodNavigator-USA’s report on the standard, she described the NOVA system as foundational but “not built to solve at the product level,” and emphasized that Non-UPF Verified is designed to be auditable, enforceable, and feasible within current food system realities.
At the same time, the Lancet series and global media coverage are shifting the terms of the debate. ABC News quoted experts who warn that global UPF proliferation is a major public health threat and that voluntary, incremental steps are unlikely to be enough.
In that context, voluntary third-party standards such as Non-UPF Verified may serve a dual role as a pre-regulatory signal to policymakers that industry is capable of responding to the science, and as a competitive differentiator for brands and retailers.
What it means for natural & organic CPG leadership
For marketers in the natural and organic products community, the Non-UPF Verified Standard is not just another badge on the front of the pack. It is a concrete response to three converging forces:
Escalating science: The Lancet series, joined by years of epidemiology, clinical research, and meta-analyses, makes a compelling case that UPFs are a unique risk category and that their impact is global.
Consumer anxiety and demand for coherence: Shoppers are hungry for standards that make sense of conflicting information and give them real agency.
Regulatory and reputational risk: As HHS and USDA gather input on UPF definitions, and as advocacy groups press for action, companies that stay tethered to hyper-processed formulations may find themselves on the wrong side of both policy and public opinion.
For natural and organic brands—many of which built their identity on getting ahead of GMO, pesticide, and synthetic additive concerns—Non-UPF Verified is an invitation to lead again. That leadership could take several forms:
Portfolio mapping: Assess where current SKUs fall on the processing spectrum, and identify quick wins for reformulation versus long-term R&D projects.
Supplier engagement: Challenge ingredient partners to develop minimally processed alternatives to emulsifiers, texturizers, and refined oils that violate the Non-UPF criteria.
Retailer collaboration: Work with retailers to pilot Non-UPF assortments, shelf tags, and consumer education in key categories.
Storytelling and transparency: Use packaging, digital channels, PR, and in-store activations to explain how Non-UPF Verified complements existing organic, non-GMO, regenerative and other claims.
A call to action
The publication of the Non-UPF Verified Standard is not the final word on ultra-processed foods; however, it is the opening of a new chapter. Science will continue to evolve. Policymakers will debate definitions and regulatory levers. Industry groups will push back, negotiate, and in some cases innovate.
But the direction is clear. When The Lancet, The New York Times, The Guardian, NPR, ABC News, and the natural products trade press all make the same point—that ultra-processed foods are undermining global health and consumer trust—the question for our industry is not whether to respond, but how quickly.
For brands that built their business on “better for you,” Non-UPF Verified offers a unique opportunity to help redefine what “better” means at the level of processing itself, and to align product portfolios with a future in which real food—and the integrity of how it’s made—once again takes center stage.
For more information on the standard, please refer to the full Non-UPF Verified Standard v1.0, the Non-GMO Project’s launch announcement, and the Disconnected research report, available via the Non-UPF team’s Google Drive link.
Steven Hoffman is Managing Director of Compass Natural Marketing, a strategic communications and brand development agency serving the natural and organic products industry. Learn more at www.compassnatural.com.
Paul Stamets Speaks at UN on the Power of Mushroom Mycelium
OLYMPIA, Wash. (Nov. 12, 2025) — Internationally renowned mycologist Paul Stamets recently addressed a distinguished audience at the United Nations Headquarters in New York City as part of a global gathering highlighting transformative leaders advancing human and planetary health.*
Stamets' talk explored the powerful immune-supporting properties of Turkey Tail and Agarikon—two mushroom species with extensive research demonstrating their ability to bolster immune function. Drawing on decades of study and discovery, Stamets emphasized how the mycelium of these mushrooms holds profound potential for supporting both personal wellness and the health of our planet.*
"Speaking at the United Nations was truly an honor," Stamets said. "The immense potential of Agarikon and Turkey Tail mushroom mycelium to support immune function cannot be understated. The opportunity to share such remarkable findings in front of a global audience is a true testament to fungi's inextricable role as stalwart allies in the health of both people and planet."*
For 50 years, Stamets has devoted much of his work as a mycologist to researching and advocating for the essential function that fungi have as cultivators of life on this planet. As Founder, Member, and Owner of Fungi Perfecti, LLC, Makers of Host Defense® Mushrooms™, Stamets directs his company to reinvest $1 million annually into mycological research and discovery.*
Stamets' efforts include organizing clinical trials on the efficacy of mushroom mycelium to support human health and contributing to numerous peer-reviewed scientific journal articles in the field of mycology. As owner of Fungi Perfecti and Host Defense, he and his team have cultivated the world's largest Agarikon culture library in a pursuit to preserve the at-risk species.*
"No other company in the mushroom supplement space has contributed more to the field of mycology or fungi for ecological preservation than Fungi Perfecti," Stamets said. "I've ensured that our work has always been in service to science, sustainability, and discovery—this moment at the United Nations stands as a milestone of this lifelong mission."
About Fungi Perfecti, LLC—Makers of Host Defense® Mushrooms™
Fungi Perfecti, LLC is a family-owned company founded by internationally renowned mycologist Paul Stamets, who launched Host Defense Mushrooms under Fungi Perfecti with the goal of building a bridge between people and fungi. Host Defense is now a leading mushroom supplement brand in the U.S., specializing in mushroom mycelium-based supplements designed to support human health. Its product line reflects the company's commitment to sustainability, scientific integrity, research, and education.*
Fungi Perfecti has become synonymous with cutting-edge mycological research and solutions—from water filtration (mycofiltration) and ecological rehabilitation (mycoremediation) to combating Colony Collapse Disorder in bees. A Certified B Corporation, Fungi Perfecti is third-party designated as Climate Positive, offsetting 110% of its carbon emissions, and is a certified Leading Living Wage Employer. Follow Host Defense and Fungi Perfecti on TikTok, Instagram, Facebook, and LinkedIn.
*These statements have not been evaluated by the Food and Drug Administration. These products are not intended to diagnose, treat, cure or prevent any disease.
Media Contact
Steven Hoffman, Compass Natural, steve@compassnatural.com, tel 303.807.1042
Can Trump’s Support Move the Needle on CBD?
Could President Donald Trump's recent endorsement of hemp-derived CBD products provide new momentum for an industry that has struggled in recent years under a patchwork of inconsistent state and federal regulations?
This article first appeared in the November 2025 issue of Presence Marketing’s newsletter.
By Steven Hoffman
In what industry observers have called a surprise move, on Sept. 28, President Donald Trump posted a video on his Truth Social platform promoting the health benefits of cannabinoids, suggesting that covering hemp-derived CBD under Medicare would be a “game changer” and “the most important senior health initiative of the century.” At a time when some members of Congress are pushing for policy changes that could upend the CBD market, Trump’s implied endorsement of CBD is remarkable.
Trump’s post supporting Medicare coverage for CBD products sparked a 36% rise in publicly traded cannabis stocks in the weeks that followed, Yahoo Finance reported. The post also raised hopes that the White House might take a more permissive approach to marijuana regulation following Trump’s statement in August that his administration was exploring a potential reclassification of marijuana — an effort originally proposed under the Biden administration. Removing cannabis from its Schedule I status would mean the federal government acknowledges the plant’s medicinal value.
“I’ve heard great things having to do with medical, and I’ve [heard] bad things having to do with just about everything else,” Trump said during an Aug. 11 White House press conference. “But medical and for pain and various things, I’ve heard some pretty good things.”
The video Trump shared was produced by The Commonwealth Project, an organization dedicated to improving health and longevity for older Americans. It was founded by Howard Kessler, a billionaire and philanthropist with ties to the CBD industry and a longtime friend of Trump’s. According to Independent Voter News, Kessler believes “that medical cannabis could be harnessed to not only provide older Americans with an alternative to traditional prescription painkillers but to reduce soaring health care costs saddling millions of seniors.”
In the video promoted on Truth Social, CBD was described as a way to "revolutionize senior healthcare" by helping reduce disease progression. The narration claimed CBD could help “restore” the body’s endocannabinoid system and ease pain, improve sleep and reduce stress in older adults. It also cited a Fox News segment referencing a Price Waterhouse Coopers report that estimated potential cost savings of “$64 billion a year if cannabis is fully integrated into the healthcare system.”
A Boston- and Palm Beach, Florida-based entrepreneur and philanthropist, Kessler founded Kessler Financial Services, which helped pioneer affinity credit cards. He later obtained one of Massachusetts’ first medical marijuana licenses in 2014, and became the state’s first recreational seller before his company was acquired by a Georgia cannabis firm in 2019. In June 2024, Kessler appeared on Fox News to discuss his efforts to integrate medical cannabis into traditional health care for seniors.
Regulatory Confusion Hinders CBD Market
Regulations around the commercial use of hemp and CBD were significantly eased across the U.S. when industrial hemp was legalized under the 2018 Farm Bill during Trump's first term. However, since its passage, a growing number of state-level battles and lawsuits have emerged regarding the definition of hemp, the “intoxicating hemp” loophole around hemp-derived Delta-8 THC, and the lack of consistent federal and state regulatory frameworks for the cultivation, manufacture, marketing and sale of hemp-derived cannabinoids such as CBD, according to national law firm Buchanan Ingersoll & Rooney.
Trump’s implied endorsement of CBD comes as a bipartisan group of lawmakers pushes back against attempts to ban hemp-derived THC products, arguing that such action would “deal a fatal blow” to the hemp industry and violate congressional rules. In a letter sent to House Speaker Mike Johnson (R-LA) on Sept. 26, House Oversight and Government Reform Committee Chairman James Comer (R-KY) and 26 other members warned that appropriations legislation containing hemp ban provisions would devastate the industry that emerged after hemp’s 2018 legalization.
A group of eight Democratic senators also sent a letter in September urging leadership to pursue regulation rather than prohibition, warning that banning products containing any amount of THC would trigger major upheaval in the hemp market. (Under the 2018 Farm Bill, hemp is legally defined as containing no more than 0.3% THC on a dry weight basis.) Meanwhile, dozens of hemp farmers from Kentucky have urged Senate Minority Leader Mitch McConnell (R-KY) to back away from efforts to re-criminalize certain hemp-derived products, Louisville Public Media reported.
Kentucky Sen. Rand Paul also warned that the cannabis policy movement has “swung hard on the prohibitionist side.” In June, he introduced the Hemp Economic Mobilization Plan (HEMP) Act to counter potential restrictions, proposing to triple the amount of THC allowed in hemp while addressing several other regulatory challenges facing the industry.
For its part, the U.S. Food and Drug Administration (FDA) reaffirmed in January 2020 that it is unlawful to introduce food containing added CBD into interstate commerce, or to market CBD as, or in, dietary supplements. Now, according to Marijuana Moment, while Trump was endorsing CBD on Truth Social, the FDA quietly updated its adverse drug event reporting forms to track incidents related to hemp-derived cannabinoids, including CBD — part of an effort to gather more data on potential health effects associated with such products.
Hemp Industry Responds to President’s Support
In an Oct. 7 letter to President Trump, Jonathan Miller, legal counsel for the U.S. Hemp Roundtable, praised the president’s acknowledgment of hemp’s potential and urged him to oppose the proposed hemp ban:
"The recent video you shared about the extraordinary value of hemp products was important, raising awareness on the positive impact our American-grown and manufactured products have. Here at the U.S. Hemp Roundtable, our members are focused on giving Americans choices in improving their overall health and wellness ... but now we need your help! Congress is close to passing a hemp ban, reversing the work you led in 2018 to make hemp blossom. A proposed definition change to hemp, being touted as protecting Americans, would wipe out 95% of this uniquely American industry that you are so proud of,” Miller stated.
He continued: “A more effective way to protect American consumers and jobs would be to support and demand robust hemp regulation — age restrictions along with uniform testing, labeling, and packaging requirements. Outright prohibition is not the answer, nor would it make anyone safer. Banning legal hemp products that are already regulated at the state level will not protect consumers; it would only shift hemp to the black market and destroy a rising American industry in the process. ... A ban would put American farmers, American businesses, American consumers, our veterans, seniors, and more than 328,000 American workers at risk."
Miller added that "American voters are on your side on this issue. In Texas, a state with a rapidly growing hemp market, 76% of your voters and 78% of seniors favor legal, regulated hemp sales. In fact, more than 62% of Texans say they are more likely to support candidates who back the regulated sale of hemp-derived products."
Bottom line: Trump’s apparent support for CBD could mark a turning point for a sector long constrained by legal uncertainty. Whether the endorsement leads to meaningful policy change remains to be seen — but it has already reignited momentum, investment, and public discourse around hemp-derived wellness products in America’s fast-evolving natural health market.
Steven Hoffman is Managing Director of Compass Natural Marketing, a strategic communications and brand development agency serving the natural and organic products industry. Learn more at www.compassnatural.com.
Roaring Fork Mill Unveils New Packaging for Regenerative Organic Certified® Flours
Colorado’s only Regenerative Organic Certified® mill inspires home bakers to elevate their holiday recipes with flavorful, heirloom grain flours.
CARBONDALE, Colo. (Oct. 28, 2025) — Roaring Fork Mill, Colorado’s only Regenerative Organic Certified® (ROC) stone mill, is rolling out a fresh new look for its line of heirloom grain flours — just in time for the holiday baking season. The family-owned Colorado mill is inviting home cooks to bake with purpose and flavor this holiday season.
Roaring Fork Mill’s flours are milled from 100% Colorado-grown, non-GMO grains cultivated by local farmers using regenerative organic practices that enrich the soil and protect biodiversity. Each flour, from White Sonora to Turkey Red and Purple Barley, tells a story of place and flavor, yielding breads, pies, pastries, and pastas that truly taste alive.
“Our heirloom flours have a depth of flavor that simply doesn’t exist in conventional flour,” said Jacob Trumbull, founder and head miller of Roaring Fork Mill. “Because these grains are grown in living soil and stone-milled fresh, they retain their natural oils and aromas, bringing a remarkable richness and texture to every bake. You can taste the difference.”
Chefs across Colorado agree. Chef Gabby Gawreluk of Tiny Pine Bistro uses Roaring Fork Mill flours in her celebrated kitchen.
“These flours are unlike anything else — they bring soul to a dish,” said Gawreluk. “When we bake with Roaring Fork Mill’s grains, the flavors are layered, earthy, and expressive. It’s Colorado terroir at its best.”
For holiday bakers, Roaring Fork Mill’s online shop makes it easier than ever to bring regenerative ingredients to the table. Whether it’s a rustic loaf, a flaky pie crust, or festive cookies, the mill’s freshly packaged flours make it simple to impress your family and guests with more flavorful, nourishing recipes.
For recipe inspiration, from dinner rolls to chocolate chip cookies, visit roaringforkmill.com. Roaring Fork Mill’s full line of Regenerative Organic Certified® flours is available for purchase online and through select retailers throughout Colorado.
About Roaring Fork Mill
Founded in 2022, Roaring Fork Mill is a family owned Regenerative Organic Certified® stone flour mill based in Carbondale, Colorado. Sourcing heirloom grains from local farmers using regenerative practices, the mill produces premium flours for home bakers, chefs, and food producers. Products are available online and for wholesale. Visit the website and follow Roaring Fork Mill on Instagram, LinkedIn, and Facebook.
Media Contact
Steven Hoffman, Compass Natural, steve@compassnatural.com, tel: 303.807.1042
JAMBAR Accelerates Nationwide Growth Through Strategic Retail and Distribution Expansion
JAMBAR, Created by PowerBar® Co-Founder Jennifer Maxwell, Grows Mission-Driven Brand’s Presence in Jewel-Osco, Shaw’s, and Natural Retailers Nationwide
SAN RAFAEL, Calif. (Oct. 22, 2025) - JAMBAR, the artisan-crafted organic energy bar company founded by Jennifer Maxwell, creator of the original PowerBar, is significantly expanding its retail footprint across the United States. Celebrating its fifth year in business, the company announced that its bars will be available in more than 200 new store locations this month. In addition, JAMBAR announced the growth of its distribution network.
The artisanal organic energy bars created by JAMBAR, which donates 50% of after-tax profits to active living and music education nonprofits, will now be available in major markets from the Midwest to New England and across the Mid-Atlantic.
New retail partners now stocking JAMBAR in their protein and energy bar sets include:
Jewel-Osco: 82 supermarket locations throughout the greater Chicago area, and
Shaw’s: 90 supermarkets across New England.
JAMBAR is also strengthening its presence in the specialty and natural products channel with new retail partners:
MOM’s Organic Market: Serving the Mid-Atlantic region with 27 stores focused on organic and climate-friendly foods, and
Buehler’s Fresh Foods: 15 employee-owned locations across Ohio.
“We’re thrilled to see JAMBAR reaching more communities across the country,” said Jennifer Maxwell, founder and CEO of JAMBAR. “From the California coast to New England, our mission has always been to make clean, convenient, organic nutrition accessible to people who care about what they eat, how they move, and how they give back. Each new retail partnership helps us share that mission and continue fueling active, vibrant lives.”
JAMBAR delivers great-tasting, nutrient-rich energy bars made with certified organic, whole-food ingredients. The bars are crafted with no seed oils or processed sugars and contain 10g of protein, serving as an easy-to-digest fuel source for athletes and active individuals. JAMBAR offers five distinct flavors, including gluten-free and plant-based options.
Distribution Expansion
The brand’s growth also extends to its wholesale distribution network. JAMBAR is now available through new key partners, including Palko (Indiana), Quality Foods Distributing (Montana and the Northern Rockies), and KeHE Distribution Centers in Aurora, Colorado, and Philadelphia, Pennsylvania. This broadens JAMBAR’s reach to independent and natural retailers nationwide.
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 sports specialty shops, natural foods and grocery stores, and online at Amazon.com. Learn more at www.jambar.com and follow JAMBAR on Facebook and Instagram.
For wholesale inquiries, contact sales@jambar.com
Media Contact
Steven Hoffman, Compass Natural, steve@compassnatural.com, tel: 303.807.1042
Fungi Perfecti LLC Earns Leading Living Wage Employer Certification
Host Defense® parent company ensures all employees receive a living wage
OLYMPIA, Wash. (Oct. 10, 2025) — Fungi Perfecti, LLC, makers of Host Defense® Mushrooms™, is proud to announce its official certification as a Leading Living Wage Employer by Living Wage For US. This prestigious designation affirms that every member of the company’s staff earns at or above the full family living wage for their location.
Last year, Fungi Perfecti partnered with Living Wage For US to undergo a comprehensive evaluation of its total compensation package—including base pay, company-sponsored medical benefits, 401(k) retirement plans and matching contributions, discretionary bonuses, and commission structures. The analysis confirmed that Fungi Perfecti’s compensation model meets and exceeds the living wage thresholds across all its positions.
“Paying a living wage is about dignity, equity, and integrity,” said Shanna Brown, VP of People at Fungi Perfecti. “We’re proud of this commitment.”
This recognition aligns with Fungi Perfecti’s longstanding ethos of supporting people, planet, and community through responsible business practices. In addition to offsetting 110% of its carbon footprint, operating as a Certified B Corporation, and reinvesting over $1 million annually into scientific research, Fungi Perfecti ensures its success is shared with the people who make it possible.
What Is a Living Wage?
According to the Global Living Wage Coalition, a living wage is qualified as “the remuneration received for a standard workweek by a worker in a particular place sufficient to afford a decent standard of living for the worker and their family.” This standard, which Living Wage For US adheres to in its certification process, requires a living wage to afford earners the means to meet the essential needs of themselves and their families.
By this criterion, Leading Living Wage Employers must provide compensation that ensures their employees have the ability to obtain adequate food, water, housing, health care, transportation, education, and clothing—among other essentials—while also providing a cushion for unexpected expenses. Unlike the legal minimum wage, which often falls short of real-world living costs, the living wage is independently calculated each year to reflect the actual cost of living required for a given community. Current rates are published at www.livingwageforus.org.
About Fungi Perfecti, LLC—Makers of Host Defense® Mushrooms™
Fungi Perfecti, LLC is a family-owned company founded by internationally renowned mycologist Paul Stamets, who launched Host Defense® under Fungi Perfecti with the goal of building a bridge between people and fungi. Host Defense is now the leading mushroom supplement brand in the U.S., specializing in mushroom mycelium-based supplements designed to support human health. Its product line reflects the company’s commitment to sustainability, scientific integrity, research, and education.*
Fungi Perfecti has become synonymous with cutting-edge mycological research and solutions—from water filtration (mycofiltration) and ecological rehabilitation (mycoremediation) to combating Colony Collapse Disorder in bees. A Certified B Corporation, Fungi Perfecti is third-party designated as Climate Positive, offsetting 110% of its carbon emissions. Follow Host Defense and Fungi Perfecti on TikTok, Instagram, Facebook, and LinkedIn.
*These statements have not been evaluated by the Food and Drug Administration. These products are not intended to diagnose, treat, cure or prevent any disease.
Media Contact
Steven Hoffman, Compass Natural, steve@compassnatural.com, tel 303.807.1042
EWG Publishes ‘Clean 15’ to Reduce Dietary Pesticide Exposure; Study Shows Glyphosate Still Carcinogenic at Levels Deemed Safe
This article first appeared in the July 2025 issue of Presence Marketing’s newsletter.
By Steven Hoffman
As public awareness of the connection between food and health continues to grow, so too does concern over pesticide residues in the food we eat every day. This month, two major developments underscore just how crucial it is to pay attention not only to what’s on our plates — but how it got there.
On June 11, the Environmental Working Group (EWG) released its 2025 Shopper’s Guide to Pesticides in Produce, including the highly anticipated “Clean Fifteen” and “Dirty Dozen” lists. These guides rank popular fruits and vegetables based on pesticide contamination, using data compiled from the USDA and FDA. For nearly two decades, these rankings have helped consumers make more informed decisions about when buying organic matters most.
This year’s “Clean Fifteen” offers some good news: Nearly 60% of the tested samples of the 15 least-contaminated conventional produce items showed no detectable pesticide residues whatsoever. Topping the clean list were avocados, sweet corn, pineapple, onions, and papaya — all relatively safe bets for budget-conscious shoppers looking to reduce pesticide intake without going fully organic.
But the release of EWG’s guide was accompanied by sobering news on another front: The results of a two-year study published in Environmental Health adds to a growing body of evidence suggesting that glyphosate — the active ingredient in Bayer-Monsanto’s Roundup®, the world’s most widely used herbicide — may cause multiple types of cancer, and at doses considered safe by regulators.
“Our study provides solid and independent scientific evidence of the carcinogenicity of glyphosate and glyphosate-based herbicides,” said lead investigator Daniele Mandrioli of the Ramazzini Institute in Italy.
Glyphosate and the American Diet
Glyphosate has been a mainstay of industrial agriculture since the 1970s, praised for its broad-spectrum weed-killing power. With the rise of genetically modified crops engineered to resist glyphosate, its use exploded in the late 1990s and 2000s. Today, it’s sprayed on millions of acres of GMO corn, soybeans, cotton, and canola. But it doesn’t stop there.
In conventional grain production, glyphosate is also used as a desiccant — sprayed just before harvest to dry out crops like oats, wheat, lentils, and chickpeas. That means it doesn’t just show up in livestock feed. It ends up in our breakfast bowls and lunchboxes: in oatmeal, crackers, tortillas, hummus, and cereal — it can even end up in products marketed as “natural” or “healthy.”
Glyphosate is now so prevalent in our environment that it has been detected in everything from rainwater to breast milk. A 2022 CDC study found glyphosate in the urine of 80% of a representative sample of U.S. children and adults. Just last year, EWG reported that popular oat-based cereals and snack bars still contained detectable glyphosate residues, years after promising to reformulate.
So, how dangerous is it?
A Closer Look at the Science
The new Environmental Health study, published in June 2025, evaluated nearly 2,000 previously published studies to reassess glyphosate’s potential health risks. It concluded that even very low doses — far lower than currently allowed by regulatory agencies — can pose significant risks of cancer, hormone disruption, reproductive harm, and immune suppression. The researchers found that glyphosate can interfere with endocrine signaling pathways at parts-per-billion levels, meaning even tiny exposures could be biologically active.
This follows a 2015 determination by the World Health Organization’s International Agency for Research on Cancer (IARC), which classified glyphosate as a “probable human carcinogen.” Since then, thousands of lawsuits have been filed against Bayer-Monsanto, many resulting in high-profile jury verdicts linking glyphosate exposure to non-Hodgkin’s lymphoma. Although Bayer continues to deny glyphosate’s carcinogenicity and has spent billions to settle lawsuits, public confidence in the safety of this chemical is eroding.
And now, with researchers warning there may be no safe level of exposure, the need for regulatory reassessment — and consumer action — is more urgent than ever.
What the ‘Clean Fifteen’ Tells Us — and What It Doesn’t
In the midst of all this, EWG’s Shopper’s Guide to Pesticides in Produce offers a valuable, practical resource for consumers trying to navigate the complexity of the modern food system.
EWG analyzed over 47,000 samples of 46 popular fruits and vegetables. The “Clean Fifteen” list identifies produce items that typically have the lowest pesticide levels, even when grown conventionally. This year’s top 15 are:
Avocados
Sweet corn
Pineapple
Onions
Papaya
Frozen sweet peas
Asparagus
Honeydew melon
Kiwi
Cabbage
Watermelon
Mushrooms
Mangoes
Sweet potatoes
Carrots
It’s worth noting that some of these crops, such as papaya and sweet corn, are frequently genetically modified. That means they may be lower in pesticide residues, but still part of the chemical-dependent industrial agriculture model.
In contrast, the “Dirty Dozen” — which includes strawberries, spinach, and kale — are best purchased organic due to their high pesticide loads. For instance, 90% of strawberry samples tested had detectable pesticide residues, and spinach samples had, on average, 1.8 times more pesticide residues by weight than any other crop.
The takeaway: if you can’t afford to buy everything organic, prioritize organic options for items on the Dirty Dozen, and rest a bit easier when purchasing from the Clean Fifteen.
Resources & References
EWG Shopper’s Guide to Pesticides in Produce: https://www.ewg.org/foodnews/
Glyphosate cancer study summary: https://www.thenewlede.org/2025/06/new-study-adds-to-evidence-that-glyphosate-weed-killer-can-cause-cancer/
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.
Psychedelic Science 2025 Conference Focused on Research, Business ‘Integration’
By Steven Hoffman
In a state where it’s legal for people 21 and older to consume DMT, ibogaine, mescaline, psilocybin and psilocin recreationally – and where licensed therapists and treatment providers can practice psychedelic therapy – Colorado played host to the fifth annual Psychedelic Science Conference. Hosted by the nonprofit MAPS, the Multidisciplinary Association for Psychedelic Studies, founded in 1986 by Rick Doblin, Psychedelic Sciences 2025 (PS2025) was held June 16-20 at the Colorado Convention Center in Denver. The event is the world’s largest gathering focused on psychedelic research and industry developments.
Highlighting a theme of “The Integration,” this year’s conference drew 7,000 attendees and featured an exhibit hall and agenda replete with programming, education, art installations and events to highlight the emerging science and potential benefits of psychedelics.
World-renowned mycologist and founder of Fungi Perfecti® Paul Stamets speaks at Psychedelic Science 2025, held June 16-20, 2025, in Denver.
“This year's theme, The Integration, reflects a critical turning point in psychedelics: where research meets regulation, healing meets culture and personal insights scale into collective change,” said Betty Aldworth, Interim Co-Executive Director of MAPS.
With billions of investment dollars flowing into psychedelic science, drug development and emerging therapeutic models, PS2025 offered tracks on research, therapeutics, policy and regulatory issues, plus a business track with speakers providing insights into the commercial landscape. “From cross-sector policy innovators to regulatory changemakers and emerging leaders in psychedelic infrastructure, PS2025’s business track spotlights the forces shaping how psychedelics move from research to real world impact,” conference organizers said.
Keynote speakers at PS2025 included Colorado Gov. Jared Polis, who announced at the event that he was issuing pardons for individuals who were convicted in the state of possessing “magic” mushrooms containing psilocybin and psilocin. Polis said he hopes Colorado can take a leading role when it comes to the legal framework and research around psychedelic mushrooms.
Colorado residents in 2022 voted to decriminalize psychedelic mushrooms for people 21 and older. The measure also legalized state-regulated "healing centers" where participants can experience the drug under supervision. "Colorado has been a national leader in breaking through outdated laws around cannabis, and now we are doing the same for natural medicine," Gov. Polis said in a prepared statement.
World-renowned mycologist Paul Stamets, founder of Fungi Perfecti® and Host Defense®, also was featured as a keynote speaker at PS2025. His opening talk, held on the Expo Stage, drew standing-room-only crowds as he shared information on identifying and growing psychedelic mushrooms from his new book, Psilocybin Mushrooms in Their Natural Habitats, released in early June. Stamets also spoke of the emerging research highlighting the potential of micro-dosing psilocybin in helping to increase overall neural connectivity, or “rewire” the brain in cases of depression, anxiety, dementia, PTSD and more.
Additional keynote speakers included U.S. Rep. Jack Bergman (R-Minn.); Shereef Elnahal, former Undersecretary for Health, U.S. Department of Veterans Affairs; former U.S. Congressman Tim Ryan, former Texas Gov. Rick Perry, former U.S. Sen. Kyrsten Sinema, and a number of researchers, scientists, medical practitioners, industry leaders and community advocates across 14 distinct educational tracks. PS2025 also featured movie screenings, creative installations and more than 200 exhibitors in the exhibition hall.
Psychedelic Sciences 2025, hosted by MAPS, was produced by Superfly, a production company known for such major events at Bonnaroo and Outside Lands.
Learn More
Multidisciplinary Association for Psychedelic Studies: https://maps.org
Psychedelic Science 2025: https://www.psychedelicscience.org
Steven Hoffman is Managing Director of Compass Natural, providing public relations, brand marketing, social media and strategic business development services to natural, organic, regenerative and sustainable products businesses. Contact steve@compassnaturalmarketing.com.
Host Defense® Founder Paul Stamets to Appear on Three Major Podcasts This Summer
Stamets Brings Mushroom Science to Millions Through Top-Ranked Podcasts and New Book Release
OLYMPIA, Wash. (June 3, 2025) — Fungi Perfecti, LLC, the pioneering company behind Host Defense® Mushrooms™ — the leading mushroom supplement brand in the U.S. — announces that its founder, world-renowned mycologist and entrepreneur Paul Stamets, will be featured on several major podcasts this summer in support of his newly released book, Psilocybin Mushrooms in Their Natural Habitats.
Stamets is set to appear on The Joe Rogan Experience June 24, where he’ll discuss his decades of scientific research, the future of fungi-based medicine, and the critical role mushrooms play in planetary health. Ahead of that, he will join Grammy-winning artist Kacey Musgraves on the Sing for Science podcast on June 22, exploring the intersection of music, mycology, and sustainability. On July 3, Stamets will also be featured on The Mayim Bialik’s Breakdown podcast, bringing his insights on mushrooms, mental health, and longevity to a wider audience.
A Pivotal Moment for Mushroom Science
These appearances follow Host Defense’s recent honor — the Taste for Life 2025 Longevity Essentials Award for Mycobenefits™ Focus* supplements — recognizing the company's commitment to advancing wellness through scientifically supported mushroom supplements.*
The recognition comes at an exciting time for Stamets and Host Defense, as interest in mushroom-based health solutions continues to grow. In response to increasing curiosity and conversation around the role of mycelium, Host Defense draws on decades of research and clinical data to spotlight its significant benefits for immune and neurological support. Stamets emphasizes the value of mycelium as a powerful and intentional part of the formulation and advocates for accurate, transparent labeling across the industry. By encouraging standardized testing for key compounds like beta-glucans and promoting a science-first approach, Stamets and Host Defense continue to lead with integrity, innovation, and a deep commitment to education and consumer empowerment in the mushroom wellness space.*
About Host Defense®
Host Defense® is the leading mushroom supplement brand in the U.S. Its parent company Fungi Perfect, LLC is a family-owned company founded by internationally renowned mycologist Paul Stamets. Host Defense specializes in mushroom mycelium-based supplements and functional beverage mixes designed to support human health, and its parent company Fungi Perfecti has become synonymous with cutting-edge mycological research and solutions, from water filtration (mycofiltration) and ecological rehabilitation (mycoremediation) to combating Colony Collapse Disorder in bees. Host Defense® products reflect the company’s commitment to sustainability, scientific integrity, research and education. Fungi Perfecti is a Certified B Corporation and is third-party designated as Climate Positive, offsetting 110% of their carbon emissions. Its mission is to build a bridge between people and fungi in service of people and the planet. Follow Host Defense and Fungi Perfecti on TikTok, Instagram, Facebook, and LinkedIn.
*These statements have not been evaluated by the Food and Drug Administration. These products are not intended to diagnose, treat, cure, or prevent any disease.
Media Contact
Steven Hoffman, Compass Natural, steve@compassnatural.com, tel 303.807.1042
Presence Marketing’s Bill Weiland Shares ‘Bankable Trends’ at MAHA Institute Launch in D.C.
These comments by Presence Marketing’s founder and CEO were transcribed by Steven Hoffman, of Compass Natural Marketing, for Presence’s June 2025 newsletter.
Bill Weiland, Founder and CEO of Presence Marketing, was called to Washington, D.C., on May 15 to speak as part of a full-day symposium presented by the MAHA Institute, a new organization dedicated to changing and championing federal policies and initiatives related to nutritious food, safe and sustainable agriculture, and health freedom, inspired by Robert F. Kennedy, Jr.’s MAHA movement. Bill spoke on a panel that also featured Bill Moses, founder of Kevita and Flying Embers; Daniel Fabricant, Ph.D., CEO of the Natural Products Association; and Steve Bullock, CEO of PerfectRx.
To view a recording of the full-day MAHA Institute event, visit here. Bill Weiland’s panel presentation begins at the 7:18:48 mark. Here, below, is a complete transcript of Bill’s remarks at the event.
Hello everybody, I’m Bill Weiland. I have been in the natural products industry for 46 years and a CEO for 35 years. My company is Presence Marketing. We represent natural and organic brands to conventional grocery stores and natural foods stores. But we’ve become ultra-influential in the food business, and I’ll give you some great examples.
First of all, to simplify our business, we’re building brands. We’ve built iconic brands for many years like Amy’s Kitchen, Clif Bar, Go Macro, Traditional Medicinals Teas. We work on services like innovation and product optimization. We’re also financiers — we write checks small and large, and we have all kinds of partners: angel investors, banks, venture capital groups, etc., so we raise serious capital for emerging and existing natural and organic brands.
Presence Marketing founder and CEO Bill Weiland at the MAHA Institute launch. (Photo courtesy of MAHA Institute)
I have been doing a report for 11 years I affectionately call “Bankable Trends” (with the Presence Marketing logo I consider the second most popular swoosh in America!). But I promised 11 years ago that I would never call one incorrectly and guess what, I’m batting a thousand. I can tell you what’s going to hit and what’s not. Let’s talk a little bit real quickly about what’s not. Crickets are not the next sushi; crickets are the next bug. Nobody’s eating ‘effin’ bugs, OK?
I’ll tell you what else people don’t want: lab food. Precision fermentation, no chance. Bio-identical dairy, no way. Cell-based meat? The cell ain’t gonna sell, and I promise you all of that is 100% accurate.
So, 11 years ago I called the collagen and bone broth trend. People are like, Bill, what the ‘H-E-double-hockey-sticks’ are you even talking about? What is this stuff? There was nothing in the channel except Grayslake Gelatin, right? And I said, well look, if you want to build muscle you eat steak, you eat chicken, you eat beans, you eat nuts — those amino acids will rebuild muscle tissue.
But if you want different benefits like bright taut skin, really high-level joint health as you age, great digestion, you need those amino acids around the joint of an animal. You can’t replicate those anywhere in nature. Glutamine, proline, glycine, alanine, arginine — very difficult to get. So, we went then and invested in and built brands like Bonafide Restorative Bone Broth, Vital Proteins, and Ancient Nutrition (we worked with Jordan Rubin and his team).
At the same time, 11 years ago we called ‘grain free.’ We always know the ‘why.’ Grain free — think about it. You capture the gluten free customer, you capture the customer who understands ‘anti-nutrients.’ You know, the phytic acid in grains, the lectins in beans, legumes and other vegetation, and how they bind with nutrients on a molecular level and make them inaccessible in the gut. So, grain free, the biggest percentage of sales is just people who say, ‘Hey, I don’t want a carbohydrate bomb. I want my cracker or tortilla to be calories of consequence.’
Let’s talk about seed oils and animal fats, now. So, we got after seed oils 15 years ago. We have a great partner in Boulder Canyon. We kept getting distribution, but their stuff kept getting discontinued when we got further and further away from Boulder. And I said guys, your canola, your safflower, your sunflower — I’ve got an idea. Let’s go with three platforms: coconut, olive, avocado — let’s build under those three higher value oils. Business has exploded and now they’re the number one chip in the country, many hundreds of millions of dollars, untold numbers of jobs and influence, and they’re retrofitting all products, now going completely seed oil free. Bobo’s came and saw me 10 years ago… I said use butter or coconut oil. They chose coconut oil. They were a small little business, cottage industry. Now, headed towards $200 million and killing it.
And let’s talk about how we’re building animal fat. This brand Masa is a proper tortilla chip cooked in beef fat. Incredible. You eat chips, you go to a Mexican restaurant, it’s kind of a gut bomb. I’m eating the plain flavor, scooping ceviche, scooping beef tartar — these are real food calories. You guys gotta try it!
I have another one here — we’re launching the first ancestral protein bar, Prima. This bar has grass fed collagen, grass fed whey, grass fed tallow, organic honey, simple ingredients. You eat one, you feel like Tarzan. We’ve got a brand called Somos, a Mexican food company that came to visit us recently at the affectionately named ‘Billagio,’ where we host meetings in Chicago. I told them if you want to build a big food company, launch refried beans cooked in tallow. Two SKUs are coming; they’ll be here for us to taste in 35 days; we’re going to launch them this calendar year. And then I’ve got a young couple of chefs — one of them is local here, Jesse & Ben’s — doing frozen french fries in either plant oils that are higher value or beef tallow.
Then just a quick primer on regenerative agriculture — my numbers, and I usually make my numbers — always, to be fair — I’m saying 18 years to 10% of all U.S. farmland will be farmed regeneratively.
That is the path that I see us on right now. Blocking and tackling with a little extra juice.
Also, I just want you to know that we’ve been acquired by a group called Platform. These guys are tremendous. It’s still business as usual for Presence Marketing except it feels like a little ‘Elonesque’ rocket fuel has been injected into us. But we’re gonna fight the good fight here long term, keep putting jobs on the board, keep influencing the quality of products — organic, natural — and I promise you we will have hundreds and hundreds of SKUs in the next three years launched that will be high quality beef and bison tallow based — no vegetable oils — duck fat (schmaltz!) or chicken fat and pork lard. So, we’ll continue doing our jobs. We are grateful to be here and continue to support the mission.
And here’s what I want to say to our friends across the aisle: This is such a layup. Don’t fight us on this one, Democrats. I’ll tell you this, this train is coming and you have two choices. Get on board or get out of the way. Let’s go MAHA.