Roaring Fork Mill Wins Sustainability-First Shelfie Award from Startup CPG
Mill Also Secures USDA Grant to Grow Regional Grain Supply Chains
CARBONDALE, Colo. (Sept. 16, 2025) — Roaring Fork Mill, a family-owned Regenerative Organic Certified® (ROC) stone mill in Colorado’s Roaring Fork Valley, is celebrating two major milestones: recognition as the winner of the Sustainability-First Award at the Shelfies, Startup CPG’s annual awards program, and the receipt of a USDA Business Builder Grant supporting its mission to strengthen regional grain supply chains. ROC is the highest standard in agriculture, requiring rigorous practices that prioritize soil health, animal welfare, and social fairness — values at the core of Roaring Fork Mill’s work.
At the Shelfies, Roaring Fork Mill was honored with the inaugural Sustainability-First Award, sponsored by Green Spoon. The award recognizes brands that prioritize people and planet above profit. Roaring Fork Mill stood out for its exclusive use of non-GMO grains grown by Colorado farmers using regenerative organic practices, with a focus on ancient and heritage wheats that require less water and fewer inputs and protect vital topsoil nutrients.
“We’re honored to be recognized by Startup CPG and Green Spoon for the values that guide our work every day,” said Jacob Trumbull, Founder of Roaring Fork Mill. “From our farmers to our stone mill, we are committed to proving that local grains, grown with care for soil health, can be both good for people and good for the planet.”
Startup CPG launched the Shelfies to celebrate emerging brands making a difference in food and beverage. This year’s awards included the first-ever Sustainability-First category, a reflection of the growing emphasis on climate-friendly innovation.
“A big congratulations to Roaring Fork Mill on winning our first ever Sustainability Shelfie Award, presented by our friends at Green Spoon Sales,” said Daniel Scharff, CEO of Startup CPG. “We're really proud of Jacob and his team putting sustainability into practice and we're so excited to recognize their efforts with this award."
Roaring Fork Mill is also a participant in Green Spoon’s Take Root accelerator, which provides early-stage, disruptive brands with retail sales and promotional support to help them scale.
“It’s inspiring to see Roaring Fork Mill recognized with the first-ever Sustainability Shelfie award,” said Green Spoon CEO and Co-Founder Kari Pedriana. “Their commitment to regenerative organic grains and regional farmer partnerships is exactly the kind of bold, planet-forward approach our industry needs to lift up and support.”
USDA Business Builder Grant
In addition to its Shelfies recognition, Roaring Fork Mill was awarded a USDA Business Builder Grant through the USDA’s Regional Food Business Centers (RFBCs). The grant program provides direct financial assistance to small and mid-sized farm and food businesses to expand local and regional supply chains. With this support, Roaring Fork Mill will continue investing in farmer partnerships, infrastructure, and consumer education around the benefits of regenerative organic grains.
“These two honors — one from our peers in the natural products community, and one from the USDA — give us significant momentum to keep building a resilient grain economy rooted in the Rocky Mountain West,” Trumbull added.
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. Roaring Fork Mill is also the only flour company in the U.S. with Upcycled Certified® baked goods. Products are available online and for wholesale. Visit the website and follow Roaring Fork Mill on Instagram, LinkedIn, and Facebook. “A big congratulations to Roaring Fork Mill on winning our first ever Sustainability Shelfie Award, presented by our friends at Green Spoon Sales,” said Daniel Scharff, CEO of Startup CPG. “We're really proud of Jacob and his team putting sustainability into practice and we're so excited to recognize their efforts with this award."
Media Contact
Steven Hoffman, Compass Natural, steve@compassnatural.com, tel: 303.807.1042
Host Defense® Receives INFRA’s Vendor Impact Award and Additional Awards from Taste for Life Magazine
Mushroom supplement category leader honored by Independent Natural Food Retailers Association as well as by leading health publication Taste for Life
OLYMPIA, Wash. (Sept. 9, 2025) — Host Defense®, the #1 best-selling mushroom supplement brand in the U.S. based on SPINS data, has just been honored with three major industry accolades.
The Independent Natural Food Retailers Association (INFRA) presented Host Defense with its Vendor Impact Award, recognizing the company’s leadership in sustainability, innovation, and retailer education. In addition, MycoBenefits™ Focus*, one of Host Defense’s newest product innovations, was named a winner in Taste for Life’s Back-to-School Essentials Awards for its formula designed to support attention, clarity, and concentration. Most recently, MycoBenefits™ Mood* was also honored by Taste for Life in its September Remedies Happiness (Avoid SAD) Essentials Awards, celebrating it as a standout solution to support a peaceful emotional state and balanced mood.*
"These awards affirm our mission to advance the science, sustainability, efficacy, and accessibility of beneficial mushroom mycelium and fruiting bodies," said Betsy Bullman, Host Defense Vice President of Sales and Marketing. "We’re proud to partner with independent retailers, innovate in ways that matter, and deliver products that help people thrive naturally. We appreciate the recognition from these distinguished organizations."*
INFRA Vendor Impact Award
With over 350 member retailers and 600 store locations across the country, INFRA is a cooperative of independently owned natural food stores working together to strengthen the success of their businesses.
The Vendor Impact Award celebrates brands that embody INFRA’s values:
Innovative Leadership: Pushing the boundaries of sustainability, retail innovation, and business excellence.
Nourishing Communities: Supporting independent retailers and strengthening local economies.
Forward Momentum: Demonstrating strong sales growth and purposeful expansion.
Regenerative Impact: Leading in sustainability, ethical sourcing, and climate-conscious initiatives.
Advocacy & Access: Championing diversity, equity, and inclusion while making sustainable, healthy food accessible to all.
Host Defense was chosen for its unmatched sustainability efforts. Climate Positive, the company offsets its carbon footprint by 110%—that’s 10% more emissions offset than the organization produces itself. Host Defense also sources energy from renewables like wind and hydroelectric, utilizes recycled plastics in packaging wherever possible, and commits to deforestation-free practices. The company invests in Life Cycle Analyses to further improve packaging efficiency and is developing a green transportation plan to reduce shipping impacts.
Beyond environmental business practices, Host Defense sets the bar for retailer education—hosting nearly 20 live webinars monthly, offering free products to attendees, and providing extensive training for retail staff. The brand’s research-backed formulations and category-defining product innovation continue to shape trends in the mushroom supplement space.
Taste for Life Awards
Reaching nearly 1 million readers, Taste for Life is a leading natural health and wellness magazine and online platform with over 25 years of editorial history.
The Taste for Life Back-to-School Essentials Award for MycoBenefits™ Focus* spotlights the formula’s unique blend of organic mushroom mycelium—including Lion’s Mane, Cordyceps, and Reishi—with targeted botanicals and nutrients to promote mental clarity, attention, and calm energy for students, professionals, and anyone seeking daily cognitive support. This recognition underscores Host Defense’s expertise in creating functional, multi-benefit wellness solutions.*
And the Taste for Life September Remedies Happiness (Avoid SAD) Essentials Awards recognizing MycoBenefits™ Mood* is a reflection of Host Defense’s ongoing commitment to formulating high-quality products. The formula uses Reishi and Lion’s Mane mushroom mycelium alongside other supportive adaptogens like Ashwagandha and L-Theanine to aid mental energy, mood, and calm thinking. It's a multi-ingredient formula that fits seamlessly into a self-care wellness routine and promotes a balanced mood, calm body, and clear mind.*
About Fungi Perfecti, LLC—Maker 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 and functional beverage mixes 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
Food Inflation in the U.S.: A Strategic Reckoning for Food Sector Leaders
This article first appeared in the September 2025 issue of Presence Marketing’s newsletter.
By Steven Hoffman
In 2025, food inflation in the United States has transformed from a passing concern into a defining business challenge—and opportunity—for leaders across the food ecosystem. A 3% year-over‑year increase in overall food prices, including 2.4% for groceries and 3.8% for restaurant meals, may seem modest. Yet beneath those figures lie sharper, more disruptive trends: surging prices in staples such as coffee, ground beef, and eggs; strategic responses from consumers and retailers; and structural pressures that demand both resilience and reimagining. Business strategists in the food sector must now lead with insight, not just facts.
A Collision of Climate, Cost, and Policy
Climate volatility continues to drag on food supply and costs. Extreme drought in U.S. cattle belts, heat waves in crop regions, and pest outbreaks such as avian flu have propelled food inflation beyond headline figures. Coffee is up 13.4%, ground beef 10.3%, while eggs have spiked 27.3%, putting extraordinary strain on manufacturers and squeezing household budgets (Axios).
Adding to the upward pressure are sweeping tariffs introduced by the Trump administration, with tariffs on imports from Brazil and India reaching 50%. The tariffs are already working their way into the cost of everything from meat and produce to metals used in cans and packaging (The Washington Post). According to the Yale Budget Lab’s estimates as of August 7, 2025, consumers face an overall average effective tariff rate of 18.6% – the highest since 1933 – and the impact is projected to cost U.S. households an extra $2,400 per year.
Meanwhile, immigration enforcement over the past several months has destabilized farm labor. In California’s Oxnard region, intensified ICE activity has slashed agricultural labor by 20-40%, leading to $3-7 billion in crop losses and driving produce prices up 5% to 12%, according to research published in August 2025 from Cornell University. Simultaneously, cuts in SNAP and other supports have strained both consumer access and farm revenue—especially for smaller producers—plus, grocers in rural communities and elsewhere that depend on SNAP programs feel that impact much harder (Climate and Capital Media).
Beyond cost drivers, the retail margin picture is fraught. Analysis from the White House Council of Economic Advisers showed grocers’ profit margins rising 2 percentage points since before the pandemic—reaching two-decade highs—while “shrinkflation” and package downsizing quietly preserve profitability (Grocery Dive).
FMI—The Food Industry Association’s study released in July 2025, “The Food Retailing Industry Speaks 2025,” reveals an industry struggling to navigate challenging economic conditions, largely due to policies implemented during the Trump administration. According to FMI, about 80% of both retailers and suppliers anticipate that trade policies and tariffs will continue to affect pricing and disrupt supply chains. Most grocers expect operating costs to remain high (Supermarket News).
Consumers Are Stressed About Rising Prices
Recent polling reveals that nearly 90% of U.S. adults are stressed about grocery prices—with half calling it a major stressor. As a result, Americans are responding to these pressures with pragmatic and inventive shifts. Consumers across income levels are tightening the belt, leveraging buy-now-pay-later options, getting creative with savings, and turning to food banks when they must (AInvest).
Shopping behavior reflects this anxiety—and innovation. RDSolutions reports that 86% of consumers now buy private-label products, with price cited as the primary decision factor; 42% opt for cheaper alternatives; while 20% skip items altogether. Data from The Feedback Group shows 61% of supermarket shoppers use sale-driven habits—buying on promotion, eating more at home, and choosing store brands over national names (Progressive Grocer). Meanwhile, many households lean on grocery hacks such as careful list-making, midweek shopping, loyalty programs, and bulk purchases to maximize savings (Times of India).
Even amid tightening budgets, shoppers haven’t completely abandoned pleasure, however. KCI’s “stress index” reveals that consumers crave “affordable luxuries” and product discovery—seeking balance between taste and value. In fact, 68% of consumers surveyed prioritize taste over price, while one-third still prioritize lowest-priced options (Food Dive).
In a fresh produce market reeling from the effects of inflation and immigration enforcement, one consumer trend remains strong: Health continues to drive purchases of fresh fruits and vegetables. According to The Packer Fresh Trends 2025 report, published in August 2025, 72% of shoppers say their primary reason for buying produce is to support a healthy lifestyle. However, price pressures loom larger than ever, with 44% of consumers now saying that cost is the top factor in deciding what to buy, up from 39% last year. As households juggle tighter budgets, they’re opting for familiar staples over experimenting with newer or higher-priced options (Farm Journal).
For lower income individuals and families, higher food prices are resulting in less consumption of healthier food options, with the result that Americans are not eating enough fruits, vegetables, and other nutrient-dense foods. Instead, they are choosing sugary and ultra-processed foods, which tend to be cheaper and last longer.
"There's evidence that inflation continues to shape food choices, particularly for low-income Americans who prioritize price over healthfulness," Constance Brown-Riggs, a registered nurse and nutritionist specializing in diabetes care, told Northwell Health. "These results highlight the disparity in how income influences food priorities," she continued, adding that higher food prices often increase food insecurity. "These shifts increase the risk of chronic diseases such as diabetes, heart disease and obesity."
Even so, there is some opportunity on the horizon. The Packer Fresh Trends 2025 report shared some bright spots, including the fact that Millennials and Gen Z are leading the way on trying new products, exploring organic options, and prioritizing convenience, including prepped veggies and grab-and-go fruit packs. In addition, interest in organic remains strong, with 22% of consumers purchasing organic always or most of the time, particularly among younger and higher-income households.
Grocers, Brands, and Manufacturers Corral Cost Pressures
The reaction from retailers and manufacturers has been tactical and dynamic. Major chains are reevaluating supplier cost increase requests, pushing back aggressively against inflation on branded items. Meanwhile, grocers are ramping up private-label assortments (Investopedia).
Businesses like Aldi are demonstrating how cost leadership can go viral: A summer discount campaign across 2,550 stores marked down 400 items by up to 33%, estimated to save shoppers $100 million. Fast-food chains are responding with value menu bundles—their way of catering to cash-strapped consumers without sacrificing frequency (The Wall Street Journal).
In the natural channel, retailers such as Natural Grocers are emphasizing value, loyalty programs and sales to draw shoppers. For its 70th anniversary in August, Natural Grocers leveraged deep discounts across its nearly 170 stores in 21 states—up to 60% off on more than 500 products—to tap into consumer demand for affordability and quality. According to AInvest, the campaign “sets a benchmark for value-driven retail” by blending “nostalgia, discounts and loyalty incentives to boost sales and customer retention.”
As demand for better-for-you foods remains strong among health-conscious consumers, Jay Jacobowitz, president and founder of Retail Insights, told Supermarket News that many retailers in the natural and independent space experienced a strengthened second half of 2024 and first quarter of 2025, as less price-sensitive consumers make personal health and wellness a priority. Smaller retailers “are going to have increased (economic) pressure, but it’s not pressure that they’re unfamiliar with dealing with,” he said.
Manufacturers are similarly pressured. They face rising raw material, labor, and energy costs, yet retailers limit how much of that inflation they pass through. Many are resorting to smaller or reformulated packaging, trimming promotions, and optimizing sourcing strategies to protect shelf placement (Columbus CEO).
Yet even in the last few weeks, food makers are succumbing to the need to raise prices as the longer-term effects of tariffs, economic policies, and supply chain disruption kick in. On Aug. 7, 2025, Forager Project co-founders Stephen Williamson and John-Charles Hanley announced the following on Instagram:
“Like many food makers, we’ve been feeling the effects of rising ingredient costs—especially for our beloved cashews (up 52%) and coconuts (up 113%). We’ve held off as long as we could, but to keep making food the right way, a price increase was necessary. What hasn’t changed? Organic ingredients, ethical sourcing, planet-healthy practices.”
At the agricultural level, the disconnect is acute. Farmers receive only about 16 cents back from every retail food dollar spent—and that fraction must cover skyrocketing seed, fertilizer, and machinery costs (Washington Post). Some farmers still support tariffs, believing they will yield long-term trade gains; others see them as a short‑term hit to margins (Investigate Midwest).
Strategy: Adaptation, Advocacy, and Resilience
Current forecasts from the USDA suggest moderate gains: food-at-home prices rising around 2.2% for 2025 and restaurant prices about 4%. But the structural challenges—climate, policy, labor, and pricing power—carry implications far richer and more urgent than those figures alone (Food & Wine).
For food-sector professionals, the directive is clear: Strategies must be multidimensional.
1. Reinvent Pricing & Perceived Value
Offer tiered, smaller, or private-label packaging; highlight affordable luxuries and discovery moments in-store and online. Aldi’s shelf reset, Sprouts Farmers Market’s value-based positioning, and Natural Grocers’ emphasis on savings and its frequent buyer program demonstrate ways to drive loyalty and savings.
2. Strengthen Supply Chain Flexibility
Diversify sourcing, invest in climate-resilient inputs, and forecast for volatility. Manufacturers need contingency plans for both weather and trade disruptions.
3. Align Expectations & Margins
Increase analytics around cost impacts and pass-through capabilities. Supplier–retailer partnerships should define fair margin boundaries and shared value strategies for inflation periods.
4. Advocate for Systemic Support
Engage policymakers to safeguard labor stability—through H-2A visa expansions or by regularizing undocumented workers—and to secure tariff relief for food essentials and farm inputs.
5. Build Resilient Retail Formats
Simplify offerings to reduce shopper anxiety and stock-outs. Grocery models like Aldi or Sprouts’ curated “innovation centers” help drive discovery while managing complexity.
A New Epoch for Food-Business Leadership
Food inflation in 2025 is less an anecdote than a wake-up call. When climate shocks strike, tariffs bite, and labor becomes unstable overnight, businesses that only react are left behind. But those that blend adaptive execution, strategic policymaking, and bold market positioning are building enduring advantage.
Consumers may feel squeezed, but they’re still looking for experiences that feel smart, authentic, and human. Retailers, suppliers, processors, and farmers must each meet them there—delivering value, stability, and insight. Because in this new era, food-sector leadership is not just about pricing; it’s about crafting trust in uncertain times—and reshaping food systems to weather today’s storms and make the most of tomorrow’s opportunities.
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.
JAMBAR Embraces Sports Heritage With New Wrappers
Organic Energy Bars Created by PowerBar® Co-Founder Now Feature Runners, Cyclists, Skiers, Snowboarders, Soccer Players and Surfers
SAN RAFAEL, Calif. (Aug. 20, 2025) -- Organic energy bar maker JAMBAR today unveiled new packaging that celebrates the brand’s deep roots in performance nutrition and its growing community of sports partners. Wrappers and boxes for each of the brand’s five flavors now include images of athletes: Chocolate Cha Cha has runners; Peanut Butter Malt Medley features cyclists; Jammin’ Jazzleberry includes skiers and snowboarders; Musical Mango pictures soccer players; and Tropical Trio shows surfers. Launched in 2021, JAMBAR was founded by Jennifer Maxwell, returning her to the category that she and her late husband, Brian, pioneered in 1985 when they created the original energy bar, PowerBar®.
Maxwell, a former college athlete and lifelong runner, crafted JAMBAR with a nutritional profile and commitment to real food that appeals to many athletes, who also appreciate that the bars don’t melt, crumble or freeze. JAMBARs contain ancient gluten-free grains, authentic natural sweeteners, dried fruit or premium chocolate and high-quality protein.
“So many active people - ranging from weekend warriors to professional athletes - have told us that JAMBAR is their go-to energy bar to fuel their performances and daily adventures,” said nutritionist, food scientist and JAMBAR founder Jennifer Maxwell. “The new JAMBAR packaging leans into our love of sports and our commitment to providing clean ingredients for athletes and active people.”
As part of its giveback program, JAMBAR donates 50% of after-tax profits to organizations that promote active living and music. Since its launch, JAMBAR has supported athletes and sponsored races, events and sports organizations.
JAMBAR partners with professional athletes including:
Running power couple Joe and Sage Hurta-Klecker,
Skier and Olympic Gold Medalist Jonny Moseley,
Cyclist and Gravel Hall of Fame rider Ali Tetrick,
Freestyle skier and downhill mountain bike racer Ryan McElmon, and
Runner and 2023 Stroller Mile World Record holder Neely Spence Gracey.
The company also sponsored Jimmy Conrad’s Kwik Goal FC at The Soccer Tournament in 2023 and 2024, and worked with pro surfer Tia Blanco to launch its Tropical Trio flavor in 2024.
“Jennifer Maxwell is an absolute legend in the energy bar industry, and with JAMBAR, she’s done it again,” said Olympic Gold Medalist and skier Jonny Moseley. “I’ve tried a lot of energy bars, and JAMBAR is my favorite - I really appreciate the whole food, organic ingredients and the great taste.”
JAMBAR can be found at hundreds of events and races across the country, and is the official energy bar of teams and organizations including:
Aspen Snowmass;
The Bear National Cycling Team;
The Armory;
The Big Sky Conference;
Penn Athletics and Penn Relays; and
More than 20 collegiate athletic departments, including University of Texas, University of California - Berkeley and University of Richmond.
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.
Media Contact
Steven Hoffman, Compass Natural, steve@compassnatural.com, tel: 303.807.1042
Can Publicly Run Grocery Stores Solve Food Deserts — and Deliver on Nutrition Equity?
As New York and Chicago explore city-run supermarkets, new models — public, nonprofit and cooperative — are reshaping the business of feeding underserved communities.
This article first appeared in the August 2025 issue of Presence Marketing’s newsletter.
By Steven Hoffman
When New York Assembly member and mayoral candidate Zohran Mamdani proposed opening five city-run grocery stores—one in each borough—he reignited a debate that cuts to the heart of capitalism, food justice, and municipal responsibility. Critics labeled it a socialist fantasy. Proponents called it long overdue. But behind the political theater lies a legitimate question: Can publicly operated grocery stores succeed where the private market has failed?
Across America, millions live in low income, low access (LILA) markets—communities without easy access to affordable, nutritious food, or what many in the media refer to as food deserts. In these neighborhoods, fast-food outlets and corner stores predominate, while supermarkets are few and far between. For decades, policy solutions have focused on tax incentives or subsidies to lure grocery chains into underserved areas. Often, those stores don’t last. Mamdani’s proposal dares to flip the script: If the private sector won’t meet the need, let the public sector step in.
Pixabay.com
It’s not an entirely new idea. In small towns and major cities alike, experiments in publicly owned, nonprofit, or cooperative grocery models have taken root. Some have succeeded. Others have shuttered. Together, they paint a nuanced picture of what it takes to make public grocery stores work—and where they can go wrong.
The Rural Proof-of-Concept
With corporate consolidation leading to fewer grocery store options as food prices soar, “people are clamoring for solutions, and that’s leading to creative thinking on what might work,” Ganesh Sitaraman, Director of the Vanderbilt Policy Accelerator, told the Food and Environment Reporting Network. Sitaraman recently published a report, Public Grocery Stores: A Guide for Policymakers.
In St. Paul in rural southeastern Kansas, a town with a population of 600, a municipal grocery store has been in operation since 2013. After the town’s last private grocer had closed, residents faced a 30-minute drive to the nearest supermarket. Rather than accept that future, the city council voted to open its own store. St. Paul’s model is humble, offering a basic selection of staples, fresh produce, and frozen goods. It doesn’t need to generate big profits—just enough to keep the doors open. In that way, it functions like any other public utility: not glamorous, but essential. More than a decade later, it remains in business.
Not every rural experiment has succeeded. In 2019, the town of Baldwin, Florida, opened a city-run grocery store, but by 2024, it had closed its doors. The reasons? Low foot traffic, challenges sourcing competitively priced goods, and the gravitational pull of the nearby Walmart. The lesson: Public stores face the same economic headwinds as private ones, and without a clear strategy and strong local buy-in, they may struggle.
A City of Contradictions
Chicago offers a case study in both the fragility of private grocery models and the resilience of community-driven alternatives. Between 2013 and 2021, the city lost at least 20 full-service grocery stores, many in predominantly Black and Latino neighborhoods on the South and West Sides. In 2022, Whole Foods Market closed its Englewood store just six years after opening with $10.7 million in city subsidies. For residents, the closure felt like a betrayal and a confirmation that public-private partnerships may not always prioritize community needs (Block Club Chicago).
But even as chains exit, grassroots solutions are emerging. The Go Green Community Fresh Market, launched in Englewood in 2022, is a nonprofit market developed in partnership with local organizations and institutions. It offers fresh produce, pantry staples, and prepared foods in a space designed to reflect community needs.
According to a report in Next City, the store is part of a broader movement toward community-led food infrastructure. Unlike traditional grocers, these models often blend retail with education, workforce development, and health services. They’re small but mighty—and in many cases, they’re succeeding where big box stores have failed.
Chicago’s city government has taken notice. In 2023, the city commissioned a study on the feasibility of municipal grocery stores. The findings, published in 2024, estimated that opening three stores would cost around $26.7 million (Chicago Sun-Times). Critics balked at the price tag. Advocates pointed out that the city has spent far more on failed economic development deals.
Mayor Brandon Johnson has voiced support for continued exploration. His administration sees food access as part of a broader public health and equity strategy—one that requires thinking beyond the boundaries of traditional retail.
New York’s Big Swing
In New York, Mamdani’s plan has drawn national attention. His proposal envisions five city-operated grocery stores with a focus on affordability, accessibility, and cultural relevance. The goal is not just to provide food, but to provide good food—including fresh produce, whole grains, and organic staples—at prices families can afford.
The backlash has been swift. Billionaire grocery executives and conservative commentators warn of government inefficiency, cost overruns, and mission creep. The Wall Street Journal editorial board argued that the plan would replicate “all the flaws of a Soviet commissary.” Mark Cuban quipped, “None of that s*** has a chance.”
But Mamdani remains undeterred. “We treat food like a luxury when it should be a public good,” he told Bloomberg. He sees the city-run grocery model as a form of infrastructure—akin to schools or libraries—that delivers long-term social ROI, not quarterly profits.
Public support appears strong, especially in districts hit hardest by inflation and store closures. In a city where the average grocery markup can exceed 25% in low-income neighborhoods, the idea of subsidized pricing resonates—and aligns with Mamdani’s broader political platform centered on economic justice (NBC New York).
Natural and Organic for Everyone?
One of the most compelling aspects of publicly operated groceries is their potential to democratize access to natural, organic, and specialty foods. In most food deserts, such items are virtually nonexistent. For households managing diabetes, allergies, or autoimmune conditions, the absence of unprocessed, nutrient-dense food isn’t just inconvenient—it could be dangerous.
Public stores, especially those not beholden to shareholder profits, could prioritize clean-label foods, support regional regenerative farms, and offer bulk bins, zero-waste options, and plant-based products typically confined to high-end co-ops. By participating in programs like Double Up Food Bucks or SNAP Match, these stores can extend purchasing power for low-income shoppers (Axios).
Imagine walking into a municipal grocery where you can use your EBT card to buy organic lentils, fresh kale, or local mushrooms—and receive a discount for doing so. That’s not just a policy victory; it’s potentially a public health breakthrough. Cities like Madison, Wisconsin, and Atlanta are already exploring similar models, indicating a growing appetite to align food equity with climate and nutrition goals.
Co-ops and Nonprofits: Lessons from the Field
In the space between private retail and public provision lies another model: the food cooperative. Owned and operated by members, co-ops have long served as alternatives to corporate grocery chains. But historically, they’ve skewed toward affluent, mostly white communities.
That’s changing. The Cooperative Development Institute (CDI) has worked to support co-ops in low-income and BIPOC communities across the Northeast. According to CDI, co-ops in food deserts thrive when they reflect local culture, offer accessible membership structures, and receive early technical and financial support.
In the majority Black-led community in Detroit’s North End, the Detroit People’s Food Co-op celebrated one year in business this past May, making fresh produce and products from locally sourced farms and producers more accessible to more than 4,000 co-op members. The term “food desert” doesn’t sit well with co-op general manager Akil Talley ― a desert, he said, is naturally occurring: “We like to call it 'food apartheid,' because a lot of it was intentional," he told the Detroit Free Press. The co-op was founded by the Detroit Black Community Food Sovereignty Network, a nonprofit organization dedicated to teaching residents about the importance of fresh food that is also behind a number of other food sovereignty initiatives.
In Chattanooga, Tennessee, the nonprofit Chattanooga Food Center strives to create a food system that offers affordable and convenient access to healthy food, bridging the gap between producers and consumers. The organization partners with farms located within 150 miles of the city to source fresh produce, meat, eggs and dairy products. Its retail store, Gaining Ground Grocery, located in the Highland Park neighborhood of the city, an area previously bereft of fresh food options, offers discounted groceries alongside nutrition education. All proceeds from the store support the continuing mission of the Chattanooga Food Center. Customers can pay for groceries via a SNAP Electronic Benefits Transfer card, and the store also participates in the Double Up Food Bucks program established by the Fair Food Network which doubles the value of SNAP dollars for fresh local produce.
In Dayton, Ohio, the Gem City Market—a Black-led co-op—was launched in 2021 after a successful community investment campaign with more than 3,200 members. Both serve as proof points that with the right support, co-ops can thrive in marginalized neighborhoods and for many communities, municipal or hybrid public/nonprofit models may offer a more sustainable path.
Yet co-ops and nonprofits face unique challenges: they often require significant volunteer labor, complex governance, and ongoing grant support. Stores in low income areas also rely on such government programs as the Supplemental Nutrition Assistance Program (SNAP), which serves 42 million Americans as a defense against hunger.
For example, Gem City Market is committed to making sure food is readily available to local residents of all income levels, with programs like their “WeGotchu” sale, where they match EBT/SNAP-eligible purchases at 50%. However, the SNAP program is facing the biggest funding cuts in its history with the passage of the 2025 reconciliation bill, aka the One Big Beautiful Bill Act, which could undermine the ability for low income families to access SNAP.
What Failure Teaches Us
Every closure is a lesson. Florida’s Baldwin Market closed because it couldn’t compete on price. Whole Foods Market left Englewood because it didn’t meet its margin targets. Even Rise Community Market in Cairo, Illinois, launched with fanfare, has struggled to maintain sales volume (New Republic).
These failures underscore the importance of three factors: management expertise, community trust, and economic patience. A grocery store is an operations-intensive business. Success depends on efficient procurement, cold chain management, labor stability, and pricing strategy.
Public or nonprofit ownership doesn’t remove those challenges. It only changes the priorities. Profit may not be the goal—but solvency is still essential. As one food policy analyst put it: “You can’t build equity on empty shelves.”
The Case for Investment
Despite the risks, many argue the benefits of public grocery stores outweigh the costs. The returns may not show up in balance sheets, but in reduced health care spending, increased employment, better school performance, and stronger local economies.
Public stores can act as anchor tenants, revitalizing commercial corridors and attracting additional services like clinics, pharmacies, or credit unions. They can train and employ local residents at living wages. And they can reinvest revenue into community priorities.
As Mamdani frames it: “We’re not just opening stores. We’re opening a future where no New Yorker has to choose between dinner and dignity.”
A New Chapter in Food Access
The feasibility of publicly operated grocery stores isn’t a yes-or-no question. It’s a matter of design, context, and political will. Done poorly, they risk inefficiency and failure. Done well, they can transform food systems.
What’s clear is that the private market alone will not solve food apartheid. After decades of disinvestment and unmet promises, communities are demanding something different. Whether through municipal markets, nonprofits, or co-ops, the movement is growing. And it’s not just about access. It’s about what kind of food system we want—and who it serves.
If cities like New York and Chicago can make public groceries work, they may set a new precedent: that good food is not a luxury, but a right. And that sometimes, the best way to feed the people—is to own the store.
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.
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.
JAMBAR Organic Energy Bars Now Available Nationwide via Sysco Marketplace
Organic, Woman-Owned Brand Now Available for Foodservice Operators Across the U.S.
SAN RAFAEL, Calif. (June 4, 2025) – JAMBAR®, the organic energy bar company founded by Jennifer Maxwell, creator of the original PowerBar®, today announced that all five flavors of JAMBAR are now available through Sysco Marketplace, the digital commerce platform launched by Sysco in 2024. This expanded distribution enables JAMBAR to reach foodservice customers across the contiguous U.S.—from campus dining halls and hotel chains to corporate pantries and wellness programs.
“Now, every Sysco customer in the lower 48 can easily order JAMBARs,” said Peter Pelanek, vice president of sales at JAMBAR. “This partnership brings our certified organic, artisan-made bars to a wider audience—streamlining access and boosting brand visibility and sales.”
Sysco Marketplace connects buyers to more than 40,000 curated third-party products, complementing Sysco’s traditional broadline offerings. The platform is designed to enhance the customer experience by offering a one-stop-shop solution that supports emerging and diverse-owned brands like JAMBAR. By leveraging its scale, Sysco is able to elevate innovative suppliers and meet the evolving needs of its customers.
Born from Innovation, Fueled by Purpose
JAMBAR delivers great-tasting, nutrient-rich bars made with certified organic, whole-food ingredients—no seed oils or processed sugars. Each bar contains 10g of protein and is a good source of fiber. With five vibrant flavors—Chocolate Cha Cha, Malt Nut Melody, Jammin’ Jazzleberry, Musical Mango, and Tropical Trio—the bars include gluten-free and plant-based options, and provide easy-to-digest fuel for athletes and active individuals.
“JAMBAR was created for everyone—from kids to weekend warriors to elite athletes. Our partnership with Sysco Marketplace allows people access to healthy choices when they’re away from home,” said Maxwell, who is also a food scientist, athlete, and musician.
“By tapping into Sysco’s vast network of foodservice customers, we can now bring our clean, organic energy bars to schools, hospitals, hotels, offices, and beyond—making it easier than ever for people to access better nutrition on the go.”
Half of Profits to Music & Movement: Fueling Bodies and Communities
JAMBAR is more than just an energy bar—it’s a vehicle for positive change. As a mission-driven, woman-owned company, JAMBAR donates 50% of its after-tax profits to nonprofit organizations that support music education, performance programs, and active living initiatives across the country.
This unique business model is rooted in founder Jennifer Maxwell’s lifelong passions for both physical activity and music—two forces she believes are essential to personal and community well-being. Whether it’s funding youth music programs, sponsoring athletic events, or supporting wellness nonprofits, JAMBAR reinvests in efforts that get people moving and connecting.
About JAMBAR
In 2021, Jennifer Maxwell founded JAMBAR with the goal of helping people feel good about the ingredients they put in their bodies, as well as the positive impact they can have on their local communities. JAMBARs are made in the U.S. and crafted in small batches in the company's own state-of-the-art manufacturing facility in California. JAMBARs are now available in popular sports specialty shops, leading independent natural foods and mainstream grocery stores, online at Amazon.com, and now, through Sysco Marketplace. 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
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.