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.
Adventure CPG Opens Investment to the Public on Wefunder
LOS ANGELES (May 22, 2025) — Adventure CPG, the mission-driven national distributor committed to making natural and organic products more accessible, has launched its community investment campaign on Wefunder, offering the public a chance to invest in the next evolution of food distribution—one built on care, transparency, and shared success.
Founded by Torah Torres, a seasoned leader in the natural products space, Adventure CPG was created to honor what this industry has always stood for: delivering better food to more people. Rather than “disrupting,” the company is modernizing and rebuilding with intention—preserving what matters while improving how it all works.
“We’re not just here to fix what’s broken—we’re here to build something better, together,” said Torres, CEO and Founder. “Adventure CPG was built to care—for brands, for retailers, for the communities they serve. We believe that’s what real progress looks like.”
A New Model Rooted in Shared Values
Adventure CPG is structured as the first zero-margin, membership-based national distributor, designed to deliver cost-effective, scalable logistics without compromising values. From blockchain-backed transparency to a streamlined national supply chain launching this summer, the company is applying modern tools to age-old principles: fairness, clarity, and trust.
The company is already partnered with over 40+ mission-aligned brands, with warehousing and logistics capabilities ready to support dry, refrigerated, and frozen goods nationwide.
This Wefunder campaign allows everyday people—not just institutions—to invest in the future of food. The offering reflects the company’s belief that ownership and opportunity should be as distributed as the products it moves.
“Partnering with Adventure CPG is a game-changer,” said Chris Reed, Founder of Reed’s Ginger Beer. “This is the first time I’ve felt like a distributor actually aligns with the values we built our brand on—support, clarity, and a real commitment to mutual growth.”
Investing in What Comes Next
This soft-launch campaign is now welcoming early investments from friends, family, and those who share the mission of building a smarter, more equitable food system.
“I invested in Adventure CPG because this isn’t just logistics—it’s leadership,” said Cara Nordin, an early supporter and natural products advocate. “They’re creating something that reflects the best of what this industry can be.”
To learn more or invest in Adventure CPG, visit: Wefunder
For more information, visit AdventureCPG.com and follow on LinkedIn.
About Adventure CPG
Adventure CPG is a mission-led, zero-margin national distributor designed to serve the next generation of natural, organic, and specialty food brands. Built around a membership model and powered by blockchain-backed logistics, ACPG delivers transparent, affordable, and scalable distribution rooted in care—for the past, present, and future of the food system.
About Wefunder
Wefunder is a leading investment crowdfunding platform that allows anyone to invest in startups they believe in. By democratizing early-stage capital, Wefunder enables companies like Adventure CPG to raise money from the communities they serve—while offering investors a stake in the future they want to help build.
Media Contact
Steven Hoffman, Compass Natural, steve@compassnatural.com, tel: 303.807.1042
The Irony of MAHA
Robert F. Kennedy Jr.’s promises to promote health don’t align with staff cuts & Trump administration actions
By Steven Hoffman
I met Robert F. Kennedy, Jr. once, in 2001, when he was speaking at a sustainability conference. At the time, I was publisher of the LOHAS Journal, covering the Lifestyles of Health and Sustainability market. At the event, I gave Kennedy a copy of our magazine and expressed my admiration for his work as a leading environmentalist with Riverkeeper, a group that helped clean up the Hudson River, and for being an outspoken advocate for removing toxic chemicals from our food.
Today, Kennedy has built a large following based on these views, with the acronym Make America Healthy Again, or MAHA, as the rallying cry for his base, many of whom are leaders in the natural health movement.
Since my interaction with him in 2001, however, Kennedy has also become synonymous with the anti-vaccine movement. This single voter issue, based in large part on misinformation and mistrust, drove a significant number of natural health advocates to back Kennedy when he declared in 2023 as an independent third-party candidate for president. When he ended his candidacy and endorsed Donald Trump in August, many of these natural health voters went with him in hopes that he could change the food and healthcare system for the better as Secretary of Health and Human Services (HHS) under the new administration.
Unfortunately, Kennedy’s rhetoric is often profoundly at odds with his actions, and with the actions of the wider Trump administration. To cite just one example, while Kennedy says he seeks to improve Americans’ health by bettering their diet, the administration he serves is gutting programs that provide local and organic produce to schools and low-income residents. Likewise, promises to make Americans “healthy again” is at odds with the administration’s roll-back of regulations designed to limit pollution.
Then there are Kennedy’s ideas about vaccines.
Vaccines and vitamins
About the time I met Kennedy, it was reported that the U.S. had eliminated measles due to widespread vaccination efforts. Since then, the anti-vax movement has picked up steam, encouraged in part by Kennedy’s anti-vaccine comments over the years. Now, in 2025, under his watch as head of HHS, the disease has reappeared in the U.S., spreading from a community in Texas to more than 700 cases throughout the U.S. and two reported deaths. Moreover, Kennedy was an anti-vax advocate during a deadly measles outbreak in Samoa in 2019, which killed 83 people in a population of 200,000.
Frankly, no amount of vitamin A—a nutrient Kennedy touted in a March 4 interview on Fox News as a treatment for measles—will stop its spread. Yet, a week after the interview, when he touted the “very good” results of treating measles with vitamin A-rich cod liver oil, demand for the product skyrocketed in Texas, Yahoo News reported. Now, a number of measles patients in Texas are showing signs of vitamin A toxicity, according to the New York Times, which noted that children being treated for measles at Covenant Children’s Hospital in Lubbock, Texas, included “a handful of unvaccinated children who were given so much vitamin A that they had signs of liver damage.”
Kennedy’s conflation of anti-vaccine messaging and unsubstantiated claims about using nutritional supplements as a cure for highly infectious diseases does a major disservice to the dietary supplement industry, the health care industry—and to consumers.
In fact, the Council for Responsible Nutrition (CRN) was so concerned about how the credibility of nutritional supplements might be affected that it issued a statement on March 26: “While vitamin A is an essential nutrient that plays a critical role in supporting vision, growth, reproduction and immune function, it is not a substitute for vaccination. While vitamin A plays an important role in supporting overall immune function, research hasn’t established its effectiveness in preventing measles infection.”
Andrea Wong, senior vice president, scientific and regulatory affairs for CRN, said, “Measles is a serious and highly contagious viral disease that can lead to severe health complications. Treatment and care for measles should always be conducted under the guidance of a qualified healthcare practitioner. Consumers must make informed decisions and consult qualified health professionals before giving supplements to children—especially in large doses.”
Citing that it was becoming difficult to work with the new HHS secretary, the FDA’s top vaccine official, Dr. Peter Marks, submitted his resignation on March 29, saying he was willing to address Kennedy’s concerns about the safety of vaccines but concluded that it was not possible. “It has become clear that truth and transparency are not desired by the secretary, but rather he wishes subservient confirmation of his misinformation and lies,” Marks wrote in his resignation letter. Marks oversaw the FDA’s rapid review and approval of COVID-19 vaccines during the pandemic and is credited with coining the name and concept for “Operation Warp Speed” under President Trump’s first administration.
Office exodus
The same day, Kennedy announced he was cutting an additional 10,000 jobs from the Department of Health and Human Services, which oversees several agencies, including the National Institutes of Health, the FDA and the Centers for Disease Control and Prevention. The latest cuts come after the departure of roughly 10,000 employees over the past few months as a result of the drive by the so-called Department of Government Efficiency (DOGE) to cut jobs throughout the federal government. In total, the cuts amounted to approximately 25% of HHS’s total workforce being eliminated.
The job cuts, allegedly designed to improve efficiency, may well end up costing the government money. “There’s this narrative being spun that somehow by eliminating jobs and functions that taxpayer dollars are going to be saved or that programs will be more efficient,” a staffer with the Centers for Medicare and Medicaid Services who asked for anonymity told Politico. “The reality is the exact opposite.”
Previous cuts to the FDA by DOGE, led by billionaire Elon Musk, resulted in the resignation in February of James Jones, FDA’s Deputy Commissioner in charge of food safety and nutrition, including dietary supplements, following what he called “indiscriminate” layoffs of dozens of food safety inspectors. Jones said the cuts would make it “fruitless” to continue in his role. “I was looking forward to working to pursue the department’s agenda of improving the health of Americans by reducing diet-related chronic disease and risks from chemicals in food,” Jones wrote.
Following news of DOGE’s February cuts at the FDA, which included a number of staff firings at the FDA’s office of Dietary Supplement Programs, CRN expressed concern about the federal agency’s ability to effectively oversee dietary supplements and food safety. “As the FDA deputy commissioner steps down, it’s critical that the agency maintains adequate staffing and expertise to uphold consumer confidence in the food supply,” CRN said in a statement.
“While staffing changes can occur during any presidential transition, it is critical that the FDA maintains the resources, expertise and staffing levels necessary to ensure effective dietary supplement oversight that undergirds consumer confidence in the supplement market,” said Jeff Ventura, CRN’s vice president of communications.
Growing problems
Meanwhile, at USDA, pauses and cuts to funding for school lunch programs, supplemental nutrition assistance programs and organic farming initiatives run counter to MAHA’s avowed efforts to improve public health. Pauses in funding for organic transition and soil conservation programs are leaving farmers on the hook for millions of dollars they invested on the promise of reimbursement, while “accidental” firings of bird flu researchers have raised concerns that the beginnings of a new pandemic may go undetected.
According to reporting by E&E News by Politico in February, federal officials have been withholding funding for two major organic agriculture programs that make payments directly to farmers, jeopardizing millions of dollars in funding ahead of the 2025 planting season. “The pause on the $85 million Organic Market Development Grant program and the $100 million Transition to the Organic Partnership Program has jolted farmers, nonprofits and businesses struggling to make planting and hiring decisions. Even if the pause on funding is lifted, it could put farmers out of business,” wrote reporter Marcia Brown, who noted that the USDA has yet to release funding for the programs, even though federal courts ordered an end to the across-the-board freeze.
USDA’s Supplemental Nutrition Assistance Program (SNAP), formerly known as the Food Stamp program, is under DOGE scrutiny, while the House of Representatives budget plan seeks to cut up to $230 billion from SNAP. Such funding cuts would affect sales for natural and organic food producers, including for such healthy staples as organic dairy and plant-based foods that are frequently purchased by SNAP recipients.
On March 10, USDA Secretary Brooke Rollins announced the cancellation of $1 billion in federal funding that gave schools and food banks money to purchase food from local farms and ranchers. According to Kevin Hardy, a reporter with Stateline, the funding boosted business for more than 8,000 farmers, providing local food to food banks and schools. “The Trump administration is killing the programs, despite HHS Secretary Robert F. Kennedy Jr.’s campaign against processed food, which he says is poisoning Americans,” Hardy wrote.
When it comes to our food system, we are all for getting the chemicals out of food, and the FDA’s announcement in January that it would ban Red Dye No. 3 from food products is to be celebrated. Now, if only Kennedy and the Trump administration could start focusing on the other 9,999 questionable chemicals allowed in commercial food production.
Overall, it is difficult to square Kennedy’s rhetoric with the on-the-ground actions of the administration he serves. And that, to me, is the painful irony of MAHA.
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.
Birmingham Chocolate Acquires Macalat® — A Pioneer of Honestly Sugar-Free Organic Sweet Dark Chocolate
Birmingham, MI (May 21, 2024) — Birmingham Chocolate, a Michigan-based leader in artisan chocolate, is thrilled to announce its acquisition of Macalat®, an emerging dark chocolate brand pioneering a new category: organic, sweet dark chocolate that is truly sugar-free. This strategic acquisition aligns with Birmingham Chocolate’s commitment to flavor innovation and offers a unique opportunity to expand its portfolio of premium dark chocolate products.
“Macalat® has created a truly new category in chocolate: certified organic, sugar-free, sweet dark chocolate,” said Doug Cale, CEO of Birmingham Chocolate. “This innovative 70% cacao bar blends flavorful superfoods like lucuma and Madagascar vanilla, and is completely sugar-free and remarkably bitter-free — thanks in part to a groundbreaking application of mushroom mycelium from MycoTechnology, which helps eliminate bitterness. The result is a smooth, rich chocolate experience that lets the superfood cacao shine, without the harsh aftertaste common in traditional dark chocolate. In my view, this is the most exciting innovation in chocolate since Hershey introduced milk chocolate. With the strong support of loyal grassroots consumers, we’re ready to take this category to the next level.”
Macalat® recently achieved significant organic trade recognition by winning the Nexty Award for its innovative recipe and flavor profile, solidifying its position as the leader in the new category of the organic health-conscious chocolate market. This accolade highlights the brand's success in both quality and innovation.
In June, Birmingham Chocolate plans to introduce new Macalat® line extensions in bar format using the original Macalat couverture chocolate:
Original: The original Macalat® sweet dark chocolate recipe. Beans are Peruvian Criollo and Forestero. Peruvian Cacao is known for its rich, chocolatey flavor and superior quality, making it the key ingredient in some of the world’s finest chocolate products.
Quinoa: A complete protein superfood, puffed quinoa adds a delightful crunch to each bite of original Macalat® chocolate.
Raspberry: A delightful dusting of delicate raspberry notes, bursting in flavor, dispersed in original Macalat® sweet dark chocolate.
Additionally, Macalat® treats will soon be offered in resealable stand-up pouches, featuring:
Macalat® Bark Thins with crunchy popped quinoa.
Mango: Succulent tangy mango enrobed in Macalat® sweet dark chocolate.
Dates: Soft texture Medjool dates enrobed in Macalat® sweet dark chocolate, offering a naturally succulent sweet, low glycemic option.
Cale added, “Each new treat is crafted with just one standout organic ingredient—no sub-ingredients, no preservatives, no artificial color or flavor. We use Macalat’s sweet dark couverture chocolate to enrobe each bite. The idea is to keep the ingredient list clean and simple: just Macalat® and one delicious organic ingredient that complements it and adds a bit of fun.”
This brand acquisition not only strengthens Birmingham Chocolate's leadership in the premium chocolate category and positions the company at the forefront of a growing movement toward lower-sugar, healthier indulgences—particularly within the expanding organic sector. Macalat® chocolate offerings are available through distribution channels, retail partners, and online at Macalat.com.
For more information, please contact:
Doug Cale, CEO
Birmingham Chocolate
Ferndale, MI
248-723-8008
doug@birminghamchocolate.com
About Birmingham Chocolate
Birmingham Chocolate is an American confectionery company founded and incorporated as a Limited Liability Company (LLC) in 2007 by Douglas Cale. The company produces artisan chocolates in three categories: bonbons, bars, and treats. These products are available for retail purchase from its e-commerce websites BirminghamChocolate.com, The-Wow-Cacao.com and ResonateCacao.com.
About Macalat®
Macalat® is a pioneering chocolate brand that has created the first organic sweet dark chocolate that is honestly sugar-free. By focusing on high-quality, superfood organic ingredients, the Macalat® brand aims to redefine the chocolate experience for consumers seeking a cleaner, healthier alternative without the bitterness associated with conventional dark chocolate. The brand’s commitment to innovation and transparency has earned accolades from both consumers and health experts alike, including the prestigious 2024 Nexty Award from EXPO WEST, 2024.
Media Contacts
Steven Hoffman, Compass Natural, steve@compassnatural.com, tel: 303.807.1042
Natural, Organic and Regenerative Food and Agriculture Surge in Popularity
This article first appeared in the May/June 2025 issue of GreenMoney Journal
By Steven Hoffman
The market for organic food and agriculture has grown significantly since the National Organic Program was first established in 2001, placing the USDA Certified Organic seal on products that qualify for this distinction. Today, it’s a $70 billion market that’s been growing an average of 8% per year. And while it may be maturing, younger consumers, including new parents and their babies, are eating it up. And now, in the post-pandemic era, investors are once again paying attention to the potential of organic and regenerative products and brands that take into account health and the environment, and how the way we produce our food and consumer products affects climate change.
A survey released in February 2025 by the Organic Trade Association (OTA), the industry’s leading trade group, found that organic’s benefits to personal health and nutrition are resonating deeply with millennials and Gen Zers, making them the most committed organic consumers of any generation. Also, a February 2025 study by the Acosta Group, one of the nation’s top natural and organic products sales firms, reflected that 75% of all shoppers purchased at least one natural or organic product in the six months prior to the survey, with 59% responding that they think it’s important that their groceries and/or household products are natural and organic because they “are better for them” and “they tend to have fewer synthetic chemicals and additives.”
Natural and Organic Industry Is a Force
Overall, the natural and organic products industry combined has more than tripled in size since 2007, growing from $97 billion in sales in 2007 to over $325 billion in 2024, according to data compiled by New Hope Network, SPINS (a division of Nielsen), Whipstitch Capital and others, and presented at this year’s State of Natural & Organic keynote presentation at Natural Products Expo West, the world’s largest trade exhibition for the natural, organic, regenerative, nutritional and eco-friendly consumer products industry, held in March 2025.
“Wow, this industry is a force,” said Jessica Rubino, VP of Content & Summits for New Hope Network, at the keynote presentation. “That is a tremendous amount of growth. Today, we’re defining the industry as the natural, organic and functional food and beverage space, dietary supplements and personal care.” According to Rubino, the industry grew 5.7% in 2024, exceeding expectations. “The biggest piece of the pie is food and beverage, followed by dietary supplements and then personal care.” Rubino also said that while personal care is the smallest segment, it is the fastest growing and a category to watch.
“Natural products are absolutely continuing to accelerate again. Of course, they’re all outpacing non-natural products, and that’s even with not a whole lot of new items coming through,” said Kathryn Peters, Head of Industry Relations for SPINS and one of this year’s keynote presenters. “We’re also seeing more buyers coming in. This is being driven across many areas of the store, whether it’s refrigerated, grocery or vitamins and supplements. So, it’s just a resilient, wonderful story of growth we see in the industry. And really importantly, the game is continuing to be all about smart, profitable growth.”
In addition, “Organic is still very solid and strong, moving about the same pace as natural,” Peters said. “Consumers obviously have a strong awareness more than a lot of other certifications and a confidence in organic.” Certified regenerative products, too, showed significant growth of 20% in 2024, the panel noted.
“In just a little over two decades, the USDA Organic label has earned deep trust among consumers and has become one of the most identifiable food labels in our grocery stores,” said Matthew Dillon, Co-CEO of the OTA. According to OTA’s survey, more than half of U.S. consumers bought an organic fruit or vegetable in the last year. Consumers surveyed bought more bread in the last six months than any other food item, and 27% said they chose organic bread. For those surveyed consumers buying baby food, a whopping 93% chose organic. The USDA Organic label is particularly important for younger consumers, with over two-thirds seeking out the organic label in almost every food purchase. The Organic label was most valued in fresh food categories including fruits, vegetables, meat/poultry, baby food, eggs and dairy, and these items were the most likely products to be purchased as organic over the last 12 months.
Regenerative Agriculture Draws Investor Interest
In addition, regenerative agriculture — a system of farming that seeks to sequester carbon by rebuilding healthy soil — is among the sectors attracting more interest from impact investors, despite being an underfunded sector. However, there is growing consensus that the increasing threat to biodiversity is unsustainable and regenerative agriculture urgently needs to scale up. Now, groups such as Regenerative Food Systems Investors Forum and Impact Investor are drawing investor’s interest to the space.
One of the primary challenges to investing in regenerative food and farming is due to the fact that it requires significant upfront investment to transition from conventional farming. As such, many institutional investors remain hesitant due to uncertain returns and long payback periods. “This transition to regenerative farming is a long term one. That’s why intensive agriculture is so widespread, because it’s a very quick win. This is why you need investors to be patient and be willing to take some of the first loss and risk. This then accelerates the amount of private capital that will come in, because risk is protected,” said Harriet Jackson of responsAbility, a Swiss impact investing firm, speaking at Impact Investor’s 2024 conference in The Hague.
“Today…we are at what appears to be a crucial point in the transformation of agriculture and food systems. The momentum for regeneration is distinct,” said Sarah Day Levesque, Managing Director of Regenerative Food Systems Investment Forum, an investor’s organization seeking to build a more resilient food system. “There’s an increasing number of farmers pioneering the transition on the farm and increasing acreage. We can also see it in the incredible growth of organizations like EARA — the European Alliance for Regenerative Agriculture – designed to give rise to the voices of farmers in transition. Governments and public policy makers are acknowledging the very real risk presented by climate change and degradation of nature, including that caused by extractive agricultural practices. We are increasingly seeing policies and public sector investment that seeks to address these risks and support transition. Businesses and asset owners are starting to see and feel the importance of investing in nature and climate positive land use – seeing how critical investments in natural capital will de-risk production and create resilience in business models and investment outcomes.”
One organization seeking to foster investment in regenerative agriculture is the Boulder, CO-based Mad Agriculture, which in March 2024 launched Mad Capital, a $50 million investment fund aiming to de-risk regenerative and organic farming. With commitments from The Rockefeller Foundation, Schmidt Family Foundation and more, Mad Capital established its Perennial Fund II to provide loans to U.S. farmers to help them transition to regenerative and/or organic agriculture. The fund has made two closes and is “actively deploying capital to farmers,” said Mad Capital Co-founder and CEO Brandon Welch.
Natural and Organic Brands Are Outperforming
From an investor’s perspective, the overall natural, organic and regenerative products industry is looking better than it has in some time, asserted Nick McCoy, Managing Director and Cofounder of Whipstitch Capital, at the State of Natural & Organic keynote at Natural Products Expo West. “Over the last couple of years there’s been a lot of talk and a lot of pain for the lack of liquidity in this industry. It’s been very difficult for founders to find money compared to pre-Covid. Right now, we’re sitting in a very similar point as we were in 2010 or 2011 facing the millennial launch and emerging from the great recession…when it was very difficult to raise small checks. So, what's the hand of cards that we're playing in this industry now? Well, we have natural products that are very attractive. They're outperforming…consumers are running to them. We have positive ROI in cash invested. Cash invested is resulting in big revenue gains right now, and ultimately dollars chase dollars,” McCoy said.
“We may not have had as much M&A or fundings over the last two years, but…we've built a tremendous amount of value in this industry. And when you see more consumers spending more money in wellness, investment in M&A and other dollars eventually catch up and that's what's going to happen. CPG investors right now are sitting on a very large pool of illiquid but very attractive assets. There's a lot of viable brands that are growing faster than basically the broader market... Interest rates are starting to stabilize. We're seeing more fund closings and more investors getting more liquid money and the amount of illiquid value locked up is going up.”
According to McCoy, it’s not just the “big strategics" buying natural food brands. The natural products industry itself is seeing companies growing large enough to potentially become buyers themselves. “We’re seeing lots of talk about the IPO market starting again. Before 2021, I could probably count on one hand the number of brands that IPO’d in this industry. Now it sounds like it’s going to come back,” McCoy shared.
“There’re a lot of different ways that people get to liquidity,” McCoy added. “And once it does get liquid, then basically the money will flow from the bigger funds to the smaller funds, and the longer it takes, the more money these individual investors are going to get — surprising amounts. They thought they were going to get five times their money or 10 times their money investing in the company in 2015, and now it's grown so large they get 50X when it sells. And that's a true case of some that recently sold.”
According to McCoy, the $100-$300 million in revenue independent natural CPG brands — a group showing “tremendous growth” — represent major M&A and consolidation opportunity. “If we look at some of these recent high-profile deals, two, two and a half, three times revenue are where some of these things are trading. So, if we apply a two and a half times revenue multiple using SPINS sell-through data, you can see that this kind of locked up illiquid value that was $13 billion two years ago is up to $19 billion now. And when you think about a number like that, when that money starts to go back to investors, if you're an investor and you put $25,000 into a company expecting to get $250,000 and suddenly you get $1.5 million, you're going to be investing a lot more than $25,000 into other companies and that's going to bring the liquidity back over these next few years. It's really exciting to me.”
Resources
● The State of Natural & Organic — Keynote Presentation recorded at Natural Products Expo West 2025; watch here.
● Nutrition Capital Network — With news, resources, and events, NCN brings together active investors and innovative companies in health, nutrition and wellness,, www.nutritioncapital.com
● Whipstitch Capital — A leading investment bank tracking the food & beverage and health & wellness space, www.whipstitchcapital.com
● Big Path Capital — A leading investment bank and annual conference for impact investing and “Impact CEOs,” www.bigpathcapital.com
● MAD Capital — An investment fund for regenerative and organic ranchers and farmers, www.madcapital.com
● Regenerative Food Systems Investment Forum — An investor’s organization seeking to build a more resilient food system, www.rfsi-forum.com
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.
Naturally Colorado Celebrates 20 Years of Impact, Innovation and Community Collaboration
From Its Roots in Boulder to Statewide Expansion, Naturally Colorado Continues to Nurture a Thriving Ecosystem
BOULDER, Colo. (April 23, 2025) — Naturally Colorado, the leading community-driven organization dedicated to conscious business in the natural and organic products industry, proudly celebrates its 20th anniversary this year. The organization continues to inspire and support the next generation of purpose-driven companies, solidifying the state as a premier hub for launching and scaling natural product businesses.
A Legacy of Growth and Impact
Since its founding, Naturally Boulder, now Naturally Colorado, has been instrumental in shaping the state’s natural products industry, contributing $3.1 billion to the Colorado economy today. As the original and leading chapter of the Naturally Network, Naturally Colorado’s influence has extended nationwide, inspiring similar communities and reinforcing the movement toward sustainability and values-driven entrepreneurship.
“At a time when conscious business leadership is more important than ever, Naturally Colorado remains committed to fostering innovation, collaboration, and impact,” said Kristine Carey, executive director of Naturally Colorado. “As we look ahead to the next 20 years, we invite our community to join us in shaping a future that is both sustainable and inclusive.”
Celebrating an Incredible Milestone
Colorado is launching four key initiatives to ensure continued growth and impact:
● Join our Community: Naturally Colorado aims to grow its membership by 20% in 2025, strengthening its network of entrepreneurs, investors and conscious business leaders. By becoming a member, individuals and organizations gain access to valuable resources, networking opportunities and educational programs designed to support their growth and success. Learn more here.
● Celebrate the Past, Present & Future: The Naturally Rising: The Conscious Business Pitch Competition on April 2 marked the start of Naturally Colorado’s 20th Anniversary celebration, bringing together industry leaders, investors and natural products entrepreneurs to recognize the next generation of mission-driven brands and the impact of the organization. Five brand finalists competed and Corpse Reviver, a functional hydration beverage brand, was awarded the grand prize valued at over $110,000 and included a booth at New Hope’s Newtopia Now (taking place in Denver in August 2025), a cash investment, an entry to the national Naturally Rising pitch competition and a robust suite of business services. Check out the details here.
● Support Growth: To expand its statewide programming and outreach, Naturally Colorado is on a mission to raise $50,000 in 2025. These funds will be used to develop educational initiatives, mentorship programs and business support services that empower conscious entrepreneurs and businesses to thrive. Contribute to our Education & Expansion Fund powered by Conscious Alliance a 501(c)3, and your gift is tax-deductible.
To further honor the Naturally Colorado community, the organization is creating a “Visionary Change Makers” series featuring legacy leaders who helped shape the Colorado natural products industry and still champion it today.
Looking Ahead
As a statewide organization, Naturally Colorado has an opportunity to inspire collaboration and innovation in regions and rural communities we haven’t been able to serve before. Through statewide collaboration, we hope to empower the success of people and businesses across Colorado, all while staying true to their values.
The magic of Naturally Colorado is our passionate community, and we all have an important part to play in the organization’s next 20 years. Together, we can continue to cultivate a bright and meaningful future for our Colorado natural products community and a more sustainable future for all.
About Naturally Colorado
Naturally Colorado is a community-driven organization dedicated to nurturing conscious growth, leadership and innovation within Colorado’s natural and organic products industry. For 20 years, the organization has supported purpose-driven businesses through networking, education, and advocacy. Naturally Colorado brings the natural product community together to find a unique path to success and grow business ventures. Visit us online at naturallycolorado.org, and find us on Facebook, Instagram and LinkedIn.
Media Contact
Alaina D’Arcangelo, AND Communications, adarcangelo727@gmail.com
Partnerships & Collaborations
Kristine Carey, Naturally Colorado, kristine@naturallycolorado.org
Edward & Sons Supplier Receives PETA Award for Ethical Sourcing Practices
Honored for its stance against monkey labor, Edward & Sons’ organic coconut supplier earns PETA Asia’s 2024 Company of the Year, highlighting a long-standing commitment to ethical sourcing and Earth Day values
CARPINTERIA, Calif. (April 22, 2025) – Edward & Sons Trading Company, a leader in ethical and sustainable food products, is proud to announce that its long-time Thai coconut supplier has been named PETA Asia's prestigious Company of the Year for its commitment to ethical sourcing practices, including monkey labor-free coconut harvesting. This recognition reflects the values at the heart of Edward & Sons' mission. Headquartered in Carpinteria, just miles from the site of the 1969 Santa Barbara oil spill that helped inspire the first Earth Day, Edward & Sons has long championed animal welfare and environmental sustainability across every part of its supply chain.
The recognition from PETA, the preeminent animal rights group, further solidifies the integrity of Edward & Sons’ 47-year commitment to ethical sourcing practices across its entire family of brands including Native Forest® and Let's Do Organic®. These products have consistently been verified by PETA as "monkey labor-free," following thorough audits of the coconut harvesting process.
“PETA is proud to recognize Edward & Sons for pushing back against the cruelty that runs rampant in the coconut trade, where monkeys are chained and whipped into picking coconuts,” said PETA Senior Vice President of International Operations Jason Baker. “Their commitment to sourcing coconut products without monkey labor sets a cruelty-free and responsible example for the rest of the industry to follow -- one that deserves recognition this Earth Day.”
Liz Dee, CEO of Edward & Sons Trading Company, said the company, founded in 1978, has always been deeply committed to sourcing products that respect both animals and the environment.
“On Earth Day and every day, we believe that responsible sourcing is a reflection of our deepest values at Edward & Sons, values that we have pioneered for nearly fifty years – protecting not just the environment but also the living beings who call it home,” Liz said.
Soaring worldwide consumer demand for food products made from coconuts – including coconut water, coconut milk and plant-based coconut yogurt and ice creams, among others – led to focused attention on a 2022 PETA exposé about the shocking abuse of monkeys by some Thai farmers, who use enslaved monkeys to harvest their coconuts.
Multiple PETA investigations in Thailand revealed that endangered pig-tailed macaques, illegally kidnapped from the wild, were being kept chained and abusively trained to be coconut-picking machines. When PETA investigators found monkey labor on farms maintained by third-party contractors – farms that had been certified as “monkey-free” by the Thai government – Edward & Sons’ coconut supplier promptly cut ties with the farms and gave investigators full access to their local partner farms to verify that no monkey labor was being used.
“Native Forest has always stood for value-driven innovation,” said Alison Cox, vice president of sales and marketing at Edward & Sons. “From pioneering organic coconut milk to leading on monkey labor–free sourcing, we’re proud to offer products that meet both the ethical and culinary expectations of today’s market, our retailers and our consumers.”
Edward & Sons continues to stand at the forefront of ethical business practices by supporting initiatives that promote sustainability, animal welfare, and community development. The company actively collaborates with local organizations, including the Wildlife Friends Foundation of Thailand, which provides shelter and rehabilitation for monkeys affected by unethical labor practices. The company encourages consumers to make mindful purchasing decisions and support brands that prioritize both social responsibility and environmental stewardship.
“Change doesn’t happen in isolation. It takes all of us — brands, suppliers, retailers and consumers — working together to build a food system rooted in care, accountability, and respect,” concludes Liz. “We’re grateful for this recognition, and hopeful it inspires more companies to examine their supply chains with fresh eyes. A more humane food system is possible – but only if we choose it.”
PETA Shoppers Guide
In October 2024, PETA issued an updated Shoppers Guide to educate consumers about this important issue and to identify brands that have been verified as monkey labor-free. Among a small number of coconut milk brands that PETA’s investigations identified as monkey labor-free are Edward & Sons’ Native Forest® brand of organic coconut milk products and its Let’s Do Organic® line of organic coconut products.
Learn More
About Edward & Sons®
Edward & Sons Trading Company, Inc. is an independently owned, family-run food business based in Carpinteria, California. Since 1978, they’ve offered a distinctive portfolio of plant-based, natural, organic, and sustainably sourced grocery brands—including Native Forest®, Let’s Do Organic®, and more. Committed to ethical sourcing and environmental stewardship, Edward & Sons provides nourishing foods that support both local communities and the planet. The company proudly partners with retailers across North America to deliver “Convenience Without Compromise®.” Their products can be found wherever natural foods are sold. To learn more, visit EdwardandSons.com and search the Store Locator or Online Retailers list to find products near you. Follow along on Facebook, TikTok and Instagram.
Media Contact
Steven Hoffman, Compass Natural, steve@compassnatural.com, tel 303.807.1042
At Expo West, Michelle Obama, Maria Shriver Attest to Natural Industry’s Strength
This article first appeared in the April 2025 issue of Presence Marketing’s newsletter.
By Steven Hoffman
With guest appearances from Michelle Obama, who shared a video greeting to attendees of Natural Products Expo West, and Maria Shriver, who spoke in person, this year’s State of Natural & Organic Keynote Presentation was star studded, as well as jam-packed with market data confirming that growth in the natural and organic CPG industry is strengthening in the post-pandemic era. In fact, according to research presented by SPINS, New Hope Network and Whipstitch Capital, the natural and organic CPG channel continues to outperform its conventional counterparts. And with that, investment is steadily returning while companies in the space continue to lead in product innovation.
Driving it all is the consumer, with younger and older generations alike demanding healthy, clean-label products, perhaps becoming increasingly aware that you either “pay the farmer or you pay the doctor,” and supporting brands that are conscious about how our food, supplements and personal care products are produced and packaged…and how that impacts climate change and the environment.
“Hey, Expo West, I hope you're having a great time out there in Anaheim,” said Michelle Obama in her greeting. “I’m so excited about the work you're doing to make our food and beverage industry healthier for all of us. And the truth is, we need you all across our country. Young people aren't getting the nutrients they need to thrive. They're not eating enough fruits and vegetables, they're not drinking enough water and they're consuming far too much added sugar, and it's not their fault. Too many families are looking everywhere for more affordable, healthier options,” said Obama, who, together with Stefan and Aisha Curry and Kristen Bell, launched PLEZi Nutrition to offer healthier food and beverage options for kids.
Maria Shriver, who has been a longtime advocate for women’s health and Alzheimer’s research, along with her son Patrick Schwarzenegger, who currently stars in the Max series White Lotus, recently launched MOSH functional nutrition bars with a mission to promote brain health and wellness through nutrition, education, research and advocacy.
Speaking at the show about her first time attending Expo West, Shriver said, “I'm really thrilled to be among so many what I call architects of change, people who kind of see openings, don't wait for somebody else to do it, and go out there and develop a product and go for it. I think what's so exciting about everybody in this room is people are trying to create products that are not only good for individuals, but good for the world at large. And that's why I'm excited to be in this community. I've been in politics, I've been in journalism, I've been in nonprofit work. I'm actually leaving today to go to Special Olympics, which has the world games in Italy. And so many people with intellectual disabilities have health challenges. And I often try to think about how we can incorporate all of these different communities into the wellness movement, but you are people that see challenges and are not sitting by and waiting for someone else to fix them,” she said.
Shriver continued, “We need healthier food. We need people who are focused on health and wellness to change the trajectory of chronic disease in this country. We often talk about women living longer than men, but they live in really bad health longer. We can change what our children eat, how they grow up, how they learn. What we give them as children impacts the way they learn, it impacts their brain health, it impacts things such as ADHD and other issues.”
‘Wow, This Industry Is a Force’
The natural and organic products industry has more than tripled in size since 2007, growing from $97 billion in sales in 2007 to over $325 billion in 2024.
“Wow, this industry is a force,” said Jessica Rubino, VP of Content & Summits for New Hope Network. “That is a tremendous amount of growth. Today, we’re defining the industry as the natural, organic and functional food and beverage space, dietary supplements and personal care.”
According to Rubino, the industry grew 5.7% in 2024, exceeding expectations. “The biggest piece of the pie is food and beverage, followed by dietary supplements and then personal care.” Rubino also said that while personal care is the smallest segment, it is the fastest growing and a category to watch.
Among food and beverage products, meat, fish, poultry and dairy drove growth in 2024, from 5.8% growth in 2023 to a 13.1% increase in 2024. Sales of dairy products rose from 5.6% in 2023 to 9.8% in 2024. “I'm seeing a ton of innovation in dairy, global flavors, high probiotic counts, definitely more products geared towards children,” Rubino observed.
“In the supplement category, which reached $69 billion in sales and had healthy growth of 5.2% in 2024, we saw sports nutrition continuing to drive that growth along with specialty ingredients. For 2025, we’re expecting to see herbs and botanicals enter into the top three, particularly for consumers looking for support for things like sleep, anxiety, energy — kind of the need states of today,” Rubino shared.
“Finally, personal care. I love this category. Like I said, really strong growth there — 6.7%, driven by deodorant, oral hygiene and feminine care. Feminine care is an interesting one because it really ties to this movement around women's health products and conversations around women's health,” Rubino stated.
In addition, “Organic is still very solid and strong, moving about the same pace as natural,” said Kathryn Peters, Head of Industry Relations for SPINS and one of this year’s keynote presenters. “Consumers obviously have a strong awareness more than a lot of other certifications and a confidence in organic.” Certified regenerative products, too, showed significant growth of 20% in 2024, the panel noted.
“Natural products are absolutely continuing to accelerate again. Of course, they’re all outpacing non-natural products, and that’s even with not a whole lot of new items coming through,” said Peters. “We’re also seeing more buyers coming in. This is being driven across many areas of the store, whether it’s refrigerated, grocery or vitamins and supplements. So, it’s just a resilient, wonderful story of growth we see in the industry. And really importantly, the game is continuing to be all about smart, profitable growth. It's all about thinking very intelligently about how you use your funds as a brand to make sure you're meeting the consumer’s needs and that you're positioning yourself effectively in the market.”
Regarding consumer perceptions under a new White House administration, Rubino shared that, based on a survey of 4,000 consumers in January, followed by a second survey in February, “Overall we did see more positive sentiment than negative, but just in that time alone we saw some of those positive people moving into unsure or uncertain or neutral. What that shows is that during uncertain times around policy or administration, consumers often turn to their own choices and to industries that they trust. So, this is going to make it even more important for the natural and organic products industry to lean into its values and the why and the benefits behind it.”
Rubino also shared that one of the key things that's top of mind about the economy among industry leaders is tariffs. “Everyone is talking about tariffs and it's particularly impacting those in the dietary supplement industry and those with international supply chains. We also see some companies leaning into domestic production or on-shoring some of their business practices. From a health policy standpoint, there's greater awareness and more dialogue around chronic disease prevention and holistic health solutions. This can certainly be a good thing, but there's also awareness that with more companies entering the space and more consumers buying these products, we need to make sure that we're also safeguarding the integrity of the industry. There's opportunity, but we want to make sure that we safeguard it against opportunism in this space.”
The Investment Landscape Is Improving
From an investor’s perspective, the industry is looking better than it has in some time, asserts Nick McCoy, Managing Director and Cofounder of Whipstitch Capital. “Over the last couple of years there’s been a lot of talk and a lot of pain for the lack of liquidity in this industry. It’s been very difficult for founders to find money compared to pre-Covid. Right now, we’re sitting in a very similar point as we were in 2010 or 2011 facing the millennial launch and emerging from the great recession…when it was very difficult to raise small checks. So, what's the hand of cards that we're playing in this industry now? Well, we have natural products that are very attractive. They're outperforming…consumers are running to them. We have positive ROI in cash invested. Cash invested is resulting in big revenue gains right now, and ultimately dollars chase dollars,” McCoy said.
“We may not have had as much M&A or fundings over the last two years, but…we've built a tremendous amount of value in this industry. And when you see more consumers spending more money in wellness, investment in M&A and other dollars eventually catch up and that's what's going to happen. CPG investors right now are sitting on a very large pool of illiquid but very attractive assets. There's a lot of viable brands that are growing faster than basically the broader market... Interest rates are starting to stabilize. We're seeing more fund closings and more investors getting more liquid money and the amount of illiquid value locked up is going up.”
According to McCoy, it’s not just the “big strategics" buying natural food brands. The natural products industry itself is seeing companies growing large enough to potentially become buyers themselves. “We’re seeing lots of talk about the IPO market starting again. Before 2021, I could probably count on one hand the number of brands that IPO’d in this industry. Now it sounds like it’s going to come back,” McCoy shared.
“There’re a lot of different ways that people get to liquidity,” McCoy added. “And once it does get liquid, then basically the money will flow from the bigger funds to the smaller funds, and the longer it takes, the more money these individual investors are going to get — surprising amounts. They thought they were going to get five times their money or 10 times their money investing in the company in 2015, and now it's grown so large they get 50X when it sells. And that's a true case of some that recently sold.”
According to McCoy, the $100-$300 million in revenue independent natural CPG brands — a group showing “tremendous growth” — represent major M&A and consolidation opportunity. “If we look at some of these recent high-profile deals, two, two and a half, three times revenue are where some of these things are trading. So, if we apply a two and a half times revenue multiple using SPINS sell-through data, you can see that this kind of locked up illiquid value that was $13 billion two years ago is up to $19 billion now. And when you think about a number like that, when that money starts to go back to investors, if you're an investor and you put $25,000 into a company expecting to get $250,000 and suddenly you get $1.5 million, you're going to be investing a lot more than $25,000 into other companies and that's going to bring the liquidity back over these next few years. It's really exciting to me.”
Watch the State of Natural & Organic Keynote here.
Steven Hoffman is Managing Director of Compass Natural, providing public relations, brand marketing, social media and strategic business development services to natural, organic, sustainable and hemp/CBD products businesses. Contact steve@compassnaturalmarketing.com.