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.
In Remembrance of Michael McGuffin, Herbal Industry Pioneer
By Steven Hoffman
Michael McGuffin, a renowned founder of the modern-day herbal products industry and for more than 25 years the President of the American Herbal Products Association (AHPA), passed away on Feb. 17, 2025, at the age of 73.
Michael was well known as a tireless advocate for consumer access to botanical medicine, industry self-regulation, and the safety and efficacy of herbal products. Under his leadership, AHPA spearheaded the request for mandatory reporting of serious adverse events; ensured a place for dietary supplements under the scope of the National Organic Program; provided support to the emerging CBD industry; and served as a key industry resource for regulatory guidance, policies and trade requirements.
Michael McGuffin (left) with Colorado Gov. Jared Polis, Denver, 2019. Photo: Steven Hoffman
Born in 1951 in Louisville, Kentucky, McGuffin was an early natural foods retailer – in 1974 he opened a store selling fresh fruit, vegetables and bulk herbs in Venice, California, and in 1978 he co-founded McZand Herbal Products (now known as Zand). After serving on the board of AHPA for nearly a decade, Michael took on the role of President in 1999. He retired from his leadership role at AHPA in November 2024. Michael also served on the boards of the American Herbal Pharmacopoeia and United Plant Savers, and as a member of the Advisory Board of the University of Southern California School of Pharmacy Regulatory Science Master's Degree Program. McGuffin was awarded the Cliff Adler “Heart in Business” award in 1994 and the Nutrition Business Journal Award for Efforts on Behalf of Industry in 2004 and 2012.
"All companies that sell herbs and botanical ingredients in the United States owe a debt of gratitude to Michael (and AHPA), and they should be supporting AHPA and Michael’s work and laudable legacy," Mark Blumenthal, Director of the American Botanical Council, wrote in a statement. "When the history of the herb industry in the United States is written — 50 or perhaps 100 years from now — Michael will be at the top of the list of people who have been instrumental in building the modern herb industry. The U.S. herb industry is flying its virtual green flag at half-staff in honor of Michael."
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.
DOGE Days: From Supplements to Organic Farming, Natural Industry Feels Cuts
By Steven Hoffman
As the Department of Government Efficiency, or DOGE, led by billionaire Elon Musk under the administration of President Donald Trump, cuts jobs and funding for programs at U.S. agencies across the board, natural and organic food and dietary supplement producers are feeling the impact of DOGE cuts to FDA, USDA, USAID and others.
Cuts to FDA have resulted in the resignation of James Jones, FDA’s top official in charge of food safety and nutrition, following what he called “indiscriminate” layoffs of dozens of food safety inspectors. Jones, who joined the agency in 2023, said the cuts would make it “fruitless” to continue 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. News of the resignation was first reported on Feb. 17 by FoodFix.
The U.S. Department of Health and Human Services announced plans in mid-February to fire 5,200 probationary employees across its agencies, including the National Institutes of Health (NIH), the Food and Drug Administration (FDA) and the Centers for Disease Control and Prevention (CDC). The layoffs appeared to focus on employees in the agency’s departments for food, medical devices and tobacco products. It was not clear whether FDA employees who review drugs were exempted. However, Fierce Healthcare reported on Feb. 22 that hundreds of fired FDA probationary workers have received notices from the agency that their terminations were rescinded.
Following news of the DOGE’s layoffs at the FDA, including a number of staff firings at FDA’s office of Dietary Supplement Programs, the Council for Responsible Nutrition expressed concern about the FDA’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 VP of Communications.
USDA Pauses Two Major Organic Programs
At USDA, pauses and cuts 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 at the agriculture agency have exacerbated the high price and limited availability of eggs. (According to USDA data, the price of eggs increased 38.2% since the beginning of 2025, with the cost of a dozen conventionally produced eggs exceeding of $8 in February 2025.)
Federal officials also are withholding funding for two major organic agriculture programs that make payments directly to farmers, jeopardizing millions of dollars in funding just ahead of the 2025 planting season, reported E&E News by Politico on February 6. “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 E&E News reporter Marcia Brown. According to Brown, USDA has yet to release funding for the programs, even though federal courts ordered an end to the across-the-board freeze.
In addition, USDA’s Supplemental Nutrition Assistance Program (SNAP), formerly known as the Food Stamp program, is under DOGE scrutiny, plus 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 staple healthy products as organic dairy and plant-based foods that are frequently purchased by SNAP recipients.
According to Georgie Lee Smith, who blogs under the moniker Farmer Georgie, the loss of scientists and researchers at USDA agencies including the Agricultural Research Service (ARS) and the Animal & Plant Health Inspection Service (APHIS) will have a long-term negative effect on the ability of U.S. agriculture to respond to issues and opportunities, and maintain its position as one of the world’s leading food producers.
Beginning in mid-February, “DOGE took aim at the United States Department of Agriculture, aka the USDA, firing ‘probationary’ employees in what has been described as a ‘blood bath’ of terminations. To be clear, probationary periods can run from one year to three, depending upon the job, and apply even to long-time USDA employees who have recently taken a job promotion. Translation — it’s a lot of folks, many with significant dollars invested into their training,” Smith wrote.
“The researchers and scientists at ARS are on the frontline of nutrition, food safety and quality, livestock and crop production, natural resources and sustainable agricultural systems. Along with our land grant university systems, ARS researchers are often the first area of investment into solving critical food and agricultural issues, whether that’s preventing food-borne illness outbreaks to breeding more climate-resilient crops and livestock to new ways to combat pests and diseases impacting food production,” she wrote. Smith also pointed to the risks associated with cutting staff at APHIS, USDA’s agency responsible for combatting the escalating avian flu crisis.
“Many farmers and ranchers are still holding onto hope that the funding freezes that have their grants and cost-share monies tied up are only a bump in the road. Perhaps these USDA terminations will be the same. But I’m afraid that is not the case,” Smith wrote on February 16. “Secretary (of Agriculture) Brooke Rollins issued a press release … that DOGE had terminated 78 USDA contracts totaling more than $132 million, with more than 1,000 contracts still under review. And DOGE tweeted they had eliminated an $8.2 million USDA contract to implement programs administered under Biden’s climate-smart initiative, which had funneled $3 billion in grant funds to agricultural producers, marketing organizations and forest landowners nationwide to support the adoption of climate-smart practices. Again, I can’t help but point out that the large majority of the climate-smart grants specifically supported the same ‘soil health/regenerative ag’ mantra that RFK Jr. is purporting. I feel like we just cut off our noses to spite our faces,” Smith commented.
Dismantling of USAID Impacts U.S. Farmers
For the U.S. agriculture economy, 40% of government food assistance comes from American farms through programs including the U.S. Agency for International Development (USAID), which purchased $2 billion in food from American farmers in 2024. As such, the dismantling of USAID, along with its Food for Peace program, has eliminated a valuable market for farmers. It also has resulted in nearly $500 million worth of donated food sitting unused or rotting on docks and in warehouses, according to a report issued on February 10 by the Inspector General of USAID.
“Should parts of USAID be reformed or revisited? Certainly. But shutting down the entire agency in less than two weeks is not the way to do it,” wrote Erin Sikorsky, Director of the Center for Climate and Security and former aide to Wisconsin Congressman Ron Kind, in the Feb. 17, 2025, edition of the Milwaukee Journal Sentinel.
“I know Wisconsinites are proud of the role our farm industry plays in supporting food security and preventing starvation worldwide. The Wisconsin Congressional delegation has consistently stood up for Wisconsin farmers, and they must do the same today by opposing this reckless destruction of these life-saving and economically important food aid programs. This action is a reversal of decades of bipartisan support for programs that provide global food aid and prevent starvation, precisely because such programs help American farmers, help those most in need, and prevent conflict and instability that threatens our national security,” Sikorsky wrote.
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.
Compass Natural New Distributor Spotlight: Adventure CPG
The natural products industry was founded on trust, integrity, and a shared mission to bring better food and wellness to consumers. But somehow our distribution can often present a barrier instead of a bridge—high costs, fees, delays, and a system that no longer serves the brands and that built this industry and are driving this industry forward.
Adventure CPG is a buying group with infrastructure and tech at its core.
It was built to remove the roadblocks and create a fair, transparent, and efficient distribution model that empowers brands, strengthens communities and ensures long-term sustainability.
FREE ONBOARDING FOR BRANDS
For a limited time, brands can become a founding Adventure CPG member with no onboarding fee.
No barriers. No risk. Just a better way to move your products.
Visit Adventure CPG at Natural Products Expo West Booth 3200, Hall C
(shared with Eva Commerce) or sign up now on adventurecpg.com.
Sign Up to Onboard — 3 Easy Steps
Click ‘Free Onboarding’ Enter Basic Brand Information Accept Terms & Conditions
DONE! Our team will then guide you through each onboarding step to collect the final data to get your brand set up for distribution.
Adventure CPG Member Benefits
Flexible Membership Fee: $0 - $2,500 (sliding scale based on volume, ensuring accessibility for all
Nationwide Coverage: Full U.S. distribution, including Hawaii, Puerto Rico, and Alaska
Pass-Through Distribution Costs: Traditional natural distribution charges +/- 25% to brands. Adventure CPG charges 12% or less (efficiency scales with the collective strength of member brands)
Real-Time Insights: Adventure CPG provides instant access to critical sales data, including product performance, market trends, and retailer feedback
Inventory Locator System: Product traceability and verified shipment delivery
Safety & Transparency: Blockchain-integrated safety & transparency for secure transactions
No Hidden Fees: No middlemen, giving brands full visibility, control, and support
“Torah and her team at Adventure CPG are clearly committed to putting the hard-earned dollars of natural and organic brands back in the pockets of the suppliers, where they belong. By streamlining the distribution process, Adventure CPG is able to make the natural food market more efficient and equitable for all.”
— Chris McCoy, owner of Kombucha Town
Sign up now and take the first step toward a smarter, better distribution solution.
QUESTIONS? Contact founder Torah Torres at torah@adventurecpg.com
JAMBAR Named Official Energy Bar for 129th Running of the Penn Relays
The partnership, secured by JMI Sports, will fuel the athletes, officials and fans with their organic energy bars, while becoming a staple in Penn Athletics' new T House powered by Quaker Fuel
PHILADELPHIA (Feb. 26, 2025) – JAMBAR, the organic energy bar company, has been named the official energy bar of the Penn Relays for the third consecutive year and a new partner of Penn Athletics. The Penn Relays is one of the most historic and prestigious track & field events in the world. The 129th Running of the Penn Relays, presented by Toyota, will take place April 24-26, 2025, at Franklin Field in Philadelphia.
As part of this exciting partnership, JAMBAR will be on-site throughout the three-day event with a dedicated booth offering product sampling and special appearances from professional runners Sage Hurta-Klecker and Joe Klecker. No strangers to the Penn Relays, the pair will engage with fans and athletes, reinforcing JAMBAR's roots in running and commitment to the sport. JAMBARs will also be sampled at key locations with athletes and coaches, including Penn Park, where athletes warm up, as well as in the Pro Athlete Lounge and Coaches' hospitality areas.
JAMBAR, founded by Jenny Maxwell, the original co-founder of PowerBar and a former collegiate and competitive runner, is dedicated to providing high-quality nutrition for athletes and active individuals. Jenny's passion for running and sports inspired JAMBAR's creation, and she continues to embody the brand's mission through her own running journey. Made with certified organic, real food ingredients, JAMBARs offer 10 grams of protein, a good source of fiber, and no seed oils or processed sugars. The company partners with over 300 sporting events annually, spanning running, biking, basketball, football, soccer, golf, surfing, skiing and snowboarding.
"We are excited to continue our support of the Penn Relays and partner with Penn Athletics," said Maxwell. "It's a natural partnership. Our great-tasting energy bars are made with real food ingredients to help athletes perform at their best. As a former collegiate runner and college sports fan, I couldn't be more proud to support Penn.”
This partnership aligns seamlessly with Penn Athletics' commitment to student-athlete nutrition through the newly launched T House powered by Quaker Fuel – a fueling station and community space for varsity athletes at Franklin Field. Student-athletes can stop in daily for pre- and post-workout snacks and nutrition education. JAMBAR will be a regular specialty item, aimed at enhancing nutrition, improving performance and promoting excitement around fueling.
"We're extremely excited that after several years of sponsoring the Penn Relays that JAMBAR has extended their support to Penn Athletics," said Alanna Wren, the T. Gibbs Kane, Jr. W'69 Director of Athletics and Recreation. "With the recently opened T House powered by Quaker Fuel, we look forward to proudly offering JAMBAR to fuel our Quakers."
This partnership was secured by JMI Sports, the exclusive multimedia rights partner of Penn Athletics and The Penn Relays.
"Every April, the best high school, college and professional athletes travel to Philadelphia from across North America and beyond to participate in the oldest and largest track & field meet in the United States," said Kevin Wakefield, Vice President, Partnerships at Penn Sports Properties. "With over 100,000 fans and 15,000 athletes attending this three-day carnival, JAMBAR's presence will enhance the event, providing a high-quality, nutritious option that aligns with the spirit of competition and excellence."
About JAMBAR
In 2021, Jennifer Maxwell founded JAMBAR with the goal of helping people feel good not only about the ingredients they put in their bodies, but also about 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. A woman-owned business and a mission-based "conscious CPG brand," JAMBAR donates 50% of after-tax profits to organizations that support music and active living. JAMBARs are now available in popular sports specialty shops, leading independent natural foods and mainstream grocery stores, and online at Amazon.com and select ecommerce retailers. Learn more at www.jambar.com and follow JAMBAR on Facebook and Instagram.
About Penn Athletics
The University of Pennsylvania's Division of Recreation and Intercollegiate Athletics is a broad-based division comprising 33 intercollegiate teams, 35 club sport teams, and expansive intramural sport and campus recreation programs, all taking place within 22 athletics and recreational facilities. The facilities are contained within a contiguous 24-acre footprint at the eastern end of campus, commonly thought to be one of the best athletics infrastructures among urban campuses, with assets such as Franklin Field, The Palestra and Penn Park. The Penn Relays, the oldest and largest track competition held in the U.S., attracts more than 100,000 spectators and 15,000 competitors each spring.
About JMI Sports
JMI Sports is a leading media rights and venue development company that provides management of collegiate multimedia rights, sponsorship sales agency representation and project management expertise for the development of collegiate and professional sports facilities. The company serves to maximize each client's economic potential through customized initiatives, from marketing and branding solutions to facility design strategies.
JMI Sports' signature collegiate multimedia rights partnerships include the University of Kentucky, the University of Utah, UCLA, the University of Pennsylvania, the University of Pittsburgh, Harvard University, DePaul University, Columbia University, San Diego State University, University of California at San Diego, and joint-venture properties of the University of Georgia (with Learfield) and University of Notre Dame (with Legends). JMI Sports also represents multimedia rights for several conferences, including the Ivy League, the Mid-American Conference, the Mountain West Conference, the Patriot League and the Atlantic 10, and serves as third-party sales representation for premier sports properties, venues and events including the Breeders' Cup, Rupp Arena at Central Bank Center, the Rose Bowl and the Penn Relays. JMI Sports was founded in 2006 by CEO Erik Judson and technology entrepreneur John Moores, former owner of the San Diego Padres.
To learn more, please visit www.jmisports.com.
Media Contact
Steven Hoffman, Compass Natural, steve@compassnatural.com, tel: 303.807.1042
Opal & Joy Launches Breakthrough Perimenopause Support Products
Groundbreaking women's health company launches innovative line of perimenopause support supplements in time for National Women’s History Month and National Sleep Awareness Month
BOULDER, Colo. (Feb. 25, 2025) — Founded by women for women, Opal & Joy aims to revolutionize the traditional approach to perimenopause, offering innovative plant-powered solutions that address the often-overlooked and underserved needs of women during perimenopause and menopause.
Founders Tiffany Tompkins and Melissa Zissou discovered a need for highly effective, symptom focused perimenopause supplements after no existing products brought relief for Tiffany’s own “perimenopause journey through hell.” Their clinically formulated line of highly efficacious, all-natural, non-GMO and certified organic supplements supports the hormonal health and emotional well-being of women experiencing perimenopause.
Using state-of-the-art scientific research in blending cannabinoids, adaptogens, Ayurvedic herbs, medicinal mushrooms and terpenes, Opal & Joy’s products are formulated to work synergistically to provide lasting relief, delivering meaningful, real-world results in managing the discomforts associated with the hormonal rollercoaster.
Opal & Joy’s debut hero product, the Restorative Sleep System, boasts a “dual-product delivery method” designed to target the source of perimenopause sleep disruptions, supporting the body’s endocannabinoid and endocrine systems to provide targeted relief for specific symptom management.
Rest focuses on supporting the endocannabinoid system and contains organic hemp derived CBD, CBN and the terpene linalool.
Relax focuses on supporting the endocrine system and contains Relora® (a proprietary blend of botanical extracts from Magnolia officinalis and Phellodendron amurense to help modulate the body’s response to stress hormones), reishi mushrooms, passionflower and ashwagandha.
The Opal & Joy team is also launching with a Relief Elixir, an organic CBD oil with a refreshing peppermint flavor to offer quick relief from hot flashes and anxiety. The company is also poised to announce additional product launches throughout the year that harness the power of other cannabinoids and adaptogens to support common perimenopause symptoms.
With a focus on sustainability, all Opal & Joy products come in recyclable and reusable cardboard tubes and boxes, minimizing unnecessary plastic packaging and waste.
About Perimenopause
Each year, approximately 2 million women in the U.S. enter perimenopause. Perimenopause is the natural transitional hormonal chapter leading to menopause and typically affects women aged between 35-50. Globally, there has been little formal teaching about perimenopause so women have little knowledge or awareness of what can be a very symptomatic life phase. Consequently, perimenopausal women often suffer in silence in the absence of education and knowledge. Statistics, according to the CDC, include:
87% of women over 40 experience mood changes like anxiety, depression, and anger
80% of women experience poor sleep
78% of women experience digestive issues
68.3% of women experience brain fog
66.8% of women experience fatigue
“Perimenopausal women have had to be silent about their symptoms for too long. We created Opal & Joy to bring menopause out of the shadows and into the spotlight where it belongs, and to provide emotional and physical support so women can thrive during this transition,” says Melissa, a veteran of the hemp-derived CBD and cannabinoid industry. “We developed our products using a blend of ingredients that work in harmony to support your body’s natural balance — no single ingredient can do it all. We also source as many organic ingredients as possible, prioritizing purity, safety and nourishment,” she says.
About Opal & Joy
Based in Boulder, Colorado, Opal & Joy is a pioneering wellness company dedicated to empowering women through the challenges of perimenopause and menopause. Founded in 2021 by Melissa Zissou and Tiffany Tompkins, the brand was inspired by their personal experiences and a shared mission to create science-backed solutions using the most efficacious products that tackle specific perimenopause symptoms. The company is named in honor of their grandmothers — Opal, a Texan rancher, and Joy, a New Zealand artist — symbolizing strength and creativity. With a focus on premium, ethical ingredients and formulations developed by a female doctor specializing in women’s health, Opal & Joy offers innovative products designed to alleviate symptoms like sleep disturbances, night sweats and hormonal imbalances. Proudly made by women for women, the brand seeks to redefine this transformational life stage with compassion and empowerment.
Follow Opal & Joy on Facebook and Instagram to learn more. Download the 48-page “Perimenofesto,” (a comprehensive guide filled with tips, tricks and valuable tools for thriving during perimenopause) and listen to “The Perimenoproud Podcast” on Spotify. Shop for products at OpalandJoy.com. For wholesale inquiries, contact hello@opalandjoy.com.
These statements have not been evaluated by the Food and Drug Administration. This product is not intended to diagnose, treat, cure, or prevent any disease. Consult your healthcare provider before using this product, especially if you are pregnant, nursing, taking medications, or have a medical condition.
Media Contact
Steven Hoffman, Compass Natural, steve@compassnatural.com, tel: 303.807.1042
Adventure CPG Offers Natural Channel a Third Rail Option in National Distribution
Sign up and onboard for free at Adventure CPG’s booth at Natural Products Expo West,
March 5-7, 2025, Booth 3200, Hall C, at the Anaheim Convention Center in Anaheim, CA.
LOS ANGELES (Feb. 20, 2025) — Adventure CPG is the natural industry’s new end-to-end partner for affordable, safe and transparent national distribution of natural products and ingredients. The company offers a valuable, cost-saving alternative to the natural channel’s traditional national distribution model, with a particular focus on serving independent retailers and brands across the U.S.
“We’ve studied the natural and organic products supply chain and mapped out the most efficient cost of doing business — the trucks, the warehouses, everything logistical. At Adventure CPG, we take no margin, just a membership fee,” says company founder Torah Torres, who grew up in the natural industry, working in retail, manufacturing and distribution.
“By offering independent retailers the lowest price, no matter what size store, Adventure CPG passes the cost through so grocers can get back to what they do best — education, sampling and engaging with their customer base and community,” she says.
Unveiling the True Cost of Distribution
Adventure CPG helps unveil the true cost of distribution so that natural retailers and brands can be much more competitive. Using block-chain and state-of-the-art technology, provided by partners Eva Commerce, PopCapacity, The EASE Protocol, and others, Adventure CPG is committed to the highest standards to ensure its products are clean label, transparent and safe. “We cultivate partnerships with authentic brands in natural and healthy lifestyles, powered by a dynamic network of warehouses, trucking and shipping to reach anywhere in North America at the most efficient cost, including for dry, refrigerated and frozen goods,” says Torres.
For emerging and established natural and organic brands, Adventure CPG provides a suite of services built to minimize barriers to entry and accelerate go-to-market strategies in a faster, more affordable and transparent way. “We deliver the data metrics to help companies grow smarter, the tech that helps streamline processes, talent that helps teams evolve, and the mentorship that supports the growth and development of emerging and established brands,” she says.
‘Handle With Care’
By combining the best of technology, products, distribution and service, Adventure CPG offers independent brick and mortar as well as e-commerce retailers a universe of the cleanest products in the palm of their hands. “Our motto,” says Torres, “is ‘Handle with Care,’ meaning, we handle the entire distribution process with care, from product to people.”
Torres adds, “Adventure CPG was created to be of service to retailers and brands. It’s built out of love; not just for money. If we invest in smaller independent stores, they will make more money and help our industry grow and thrive. We’re doing this to help save the independent backbone of the natural products industry.”
Sign up and onboard for free at Adventure CPG & Eva Commerce’s collaborative booth at Natural Products Expo West, the world’s largest natural and organic products trade show, March 5-7, 2025, Booth 3200, Hall C, at the Anaheim Convention Center in Anaheim, CA.
About Adventure CPG
Offering a membership-based model that does not charge any additional margins or fees, Adventure CPG, founded by entrepreneur Torah Torres, is the natural industry’s end-to-end partner for affordable, safe and transparent national distribution of natural products and ingredients. From seed to shelf, we serve independent natural, organic and specialty retailers and emerging and established brands. We are your trusted ally, ensuring that every step of your product’s journey is safe, transparent and optimized for growth. Engage with Adventure CPG on LinkedIn and at AdventureCPG.com.
Media Contact
Steven Hoffman, Compass Natural, steve@compassnatural.com, tel: 303.807.1042