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
The Life in Your Years — Healthspan Trend Revitalizes Natural Products Sales
This article first appeared in the February 2025 issue of Presence Marketing’s newsletter.
By Steven Hoffman
As the saying goes, “It’s not the years in your life that count, but the life in your years.” Today, that sentiment is emerging as a lasting market trend, driven by a growing awareness of the concept of “healthspan” vs. “lifespan.”
Over the past few years, consumers have been shifting their focus on health and aging away from just extending the years in one’s life to enhancing the quality of life and health across a lifetime. From the growth in sales of dietary supplements, functional foods and “blue zone” diet products to “bio-hacking,” self-diagnostics and other personalized healthcare tools, the idea of active aging, or healthspan, is taking root.
And it’s not just aging baby boomers seeking to close the gap between lifespan and healthspan in order to remain energetic, vibrant, healthy and free from debilitating illness into advanced age. Recent research indicates that consumers of all ages are interested in promoting longevity and optimal health
"As consumers become drawn to the idea of healthspan, many are leaning into the idea of lowering their biological age – this can span from maintaining cellular health to ensuring they have strong muscles that can help them age gracefully and prevent falls. Aging has mostly been talked about in the context of outward appearance but consumers are now looking inward and optimizing for better functionality and performance as they age,” said the authors of the SPINS 2025 Industry Update & Trends Predictions, published in December 2024. "Lifespan has switched to healthspan focused on personal health and longevity. Chronological age vs. biological age is a new metric — and consumers want to biohack their way into feeling younger,” they added.
Healthy Aging Supplements Exponentially Outpacing Industry Growth
Natural products retailers are well positioned to capitalize on the healthy aging trend. “From lifespan to healthspan, the quest for longer, more active lives is driven by cutting-edge research, technologies, and tools, including a heightened focus on nutritional health and supplements. This year, The Vitamin Shoppe installed longevity-centric product displays in all stores to spotlight key areas of healthy aging needs, including cognitive health, cellular health, and mobility support formulas. Cognitive support products are the biggest sales driver by volume in the new longevity merchandise set, while cellular health support saw the biggest sales gains in 2023, up over 45% from the previous year,” the company said in its Vitamin Shoppe Health & Wellness Trend Report 2024, released in June 2024.
According to Nutrition Business Journal’s (NBJ) 2024 Condition Specific Report, which tracks the supplement market by ingredient category, sales channel and condition, “Brain Health hit the top of the growth chart and is expected to remain No. 1 through 2027, which is as far as we forecast,” Bill Giebler, NBJ’s Content and Insights Director, wrote in September 2024. “What’s compelling, though, is that Healthy Aging, which held the No. 9 growth position in 2020 and 2021, is expected to climb to the No. 2 growth position next year. Supplement usage always fluctuates between correction, maintenance and optimization, with the former two being the bedrock of the industry. Increasingly, though, optimization is coming into play,” he noted.
Market researchers also found that more than half of consumers are taking supplements to extend their healthspan, “and they’re not all seniors,” according to NBJ’s Longevity Report, published in September 2024. According to the study, sales of supplements for healthy aging have been exponentially outpacing overall supplement industry growth since 2022, and are projected to exceed $1 billion in 2027.
"Younger generations are just as, if not more, likely to be more concerned about the quality rather than the quantity of their later years. Millennials, in particular, are watching their aging parents struggle with debilitating health and cognitive issues and realizing they don’t want to grow old that way. Already more proactive about their health than the generations preceding them, millennials are a ripe market with a lot of runway for products that could not only help them stave off wrinkles and male-pattern baldness but also heart disease and dementia,” wrote Longevity Report author Robyn Lawrence.
“And when it comes to maximizing both healthspan and longevity, millennials are going all in on the biggest buzz in healthy aging circles these days: biohacking, or biological self-experimentation with the aim of fine-tuning both physiology and the nervous system to function optimally. NBJ found that taking supplements is the top activity or habit biohackers incorporate into their regimens, opening up a massive opportunity for supplement brands, and over half of millennials — more than any other generation — were somewhat or very interested in biohacking. More than a third of millennials said they would be more likely to buy products that are labeled and marketed using the term biohacking. For supplement brands, all of this means it’s time to take a good look at millennials,” Lawrence advised.
Surveys conducted for the Longevity Report found that consumers put supplements third only to diet and exercise when ranking the actions they’re taking to increase longevity and improve their healthspan. Sixty percent of women and 44% of men say they take supplements to extend their healthspan, NBJ found.
Blue Zone Diet and Foods for Longevity
As consumers catch on to the health risks associated with ultra processed foods, many are turning to whole foods and minimally processed options for healthy aging. “Consumers want their food to work harder for them,” Kathryn Peters, head of industry relations at SPINS, told Fi Global Insights in September 2024. “Consumers are moving away from processed foods, and back towards whole foods. Nutrient density has become a big topic. Consumers might be looking at the relative nutritional benefits of beans vs. processed white bread. They are also interested in consuming more protein and trying to stay away from added sugar. Consumers are demanding more from their products, and manufacturers need to find ways of seeking out ingredients that are minimally processed and better for their health. This is a macro-trend we are seeing, particularly in U.S., but also globally. Consumers are trying to figure out what habits they need to develop to help ensure they have a long and healthy lifespan,” Peters said.
Peters noted the healthspan trend also encompasses the beauty and self-care sectors, with consumers wanting to look and feel young and vibrant at every life stage. Peters pointed out that when it comes to beauty care, consumers prioritize premium brands and are unwilling to cut corners. “This underlines the importance and potential of this macro-trend. This mindset of wellbeing, of looking and feeling young, is here to stay,” she said.
Having studied and written extensively about the world’s “blue zones,” where individuals commonly live to be centenarians, Dan Buettner, a National Geographic Fellow, New York Times best-selling author and Netflix host, co-founded Blue Zones Kitchen, a line of non-GMO, plant-based frozen meals. The line is now sold in more than 1,000 grocery stores, including Whole Foods Market, Wegmans and more. “Many health problems are related to eating processed foods, sugars and red meats, compounded within a healthcare system that expects doctors to talk to people in 15-minute appointments,” Buettner told attendees at Newtopia Now in August 2024. “Fortunately,” he said, “the foods that make up the diets of the world’s longest-lived people are the cheapest ingredients. They’re whole grains, beans and tubers [root vegetables].” According to Buettner, despite all his findings about the importance of exercise and social connections, the most direct healthy aging interventions for most Americans will happen in the kitchen. “I’d start with the food,” he advised.
Sharing insights about foods for longevity, Dr. Paul Savage, M.D., a specialist in toxin reduction and chronic inflammation, emphasized that a long and healthy life isn’t just about choosing the right foods — “It’s about choosing them wisely. Prioritize organic, wild-caught, and toxin-free options wherever possible to ensure you’re maximizing the health benefits and minimizing exposure to harmful substances,” he said.
The Ozempic® Effect and Healthy Aging
Glucagon-like peptide-1 (GLP-1) receptor agonists (GLP-1 RAs) — a drug that is currently very popular in the treatment of diabetes, obesity and weight loss — reportedly may help with healthy aging by improving insulin sensitivity, reducing inflammation, and promoting DNA repair. According to National Institutes of Health researchers in a study published in 2023, “GLP‐1 RAs provide proven and potential benefits that may help people experience a prolonged healthy lifespan with reduced risk of serious and chronic aging‐related conditions. Thus, the drug class is positioned as a novel pharmacotherapeutic option that in combination with non‐pharmaceutical interventions can help address the pronounced medical need associated with the aging human population.”
Natural products retailers are reporting a bump in sales of products related to the increased use of GLP-1 medications. Consumers using such medications are seeking nutritional supplement support to help enhance the GLP-1 drug’s mechanism of action, to promote optimal nutrition while on the medication, and to deal with symptoms related to the use of GLP-1, such as maintaining muscle mass during weight loss.
In a study published in June 2024 on The Vitamin Shoppe’s Top Five Health and Wellness Trends, the company reported, “Supplements including proteins, multivitamins, fiber, and probiotics are taking on new importance for patients who are taking semaglutide or tirzepatide weight-loss drugs, such as Ozempic® and Mounjaro®. A sales bump in certain supplement categories that support proper nutrition can already be seen at The Vitamin Shoppe. Ready-to-drink protein beverages, for example, were up 10% in 2023 versus the previous year, and meal replacement products tailored to weight management are up 13% in the first four months of this year. Industry-wide, protein supplements and meal replacements were up 15% for the 52 weeks ending November 5, according to SPINS data.”
“It's by far the hottest thing I've ever seen in my 20 years, and it's not a fad,” Robert Brewster, president of Ingredient by Nature, a company that markets a probiotic strain it refers to as a “longevity probiotic,” told Nutritional Outlook in November 2024. “GLP-1 is not going away.”
Healthspan: A Holistic Healthcare Approach
“While longevity is top of mind, it’s not the same as it once was. Consumers aren’t just looking to live as long as possible; they’re looking to live better longer in a new era dubbed as the ‘healthspan era.’ The forefront of healthspan is giving consumers greater control over their future wellbeing largely with nutrition as the central focus,” said SPINS Senior Director of Market Insights Scott Dicker in a special “Active Aging” edition of Whole Foods Magazine.
“One of the biggest contributions to healthspan, beyond food and beverages, is the increase in personalization around active nutrition. Technology like wearables gives consumers real-time updates on their own health data — allowing them to make health choices unique to their own personal needs. From tracking dietary deficiencies to sleep patterns, wearable technology trades ‘one-size-fits-all’ style solutions for tangible individual health plans,” Dicker added.
Newly emerging healthcare companies like Love.Life, founded by former executives of Whole Foods Market, are leading the charge in blending natural wellness with medical services geared toward optimizing one’s healthspan.
"Love.Life aims to transform the lives of millions of people," said CEO and co-founder John Mackey at the launch of Love.Life in July 2023. "The conventional medical system is fundamentally flawed, focusing on managing diseases and treating symptoms rather than prevention and finding the root cause. Studies show that 80% of chronic diseases can be prevented and reversed through diet and lifestyle changes, which are the focus of Love.Life's philosophy and are rarely included in conventional treatment plans." Through tele-health and concierge services and walk-in wellness centers, Love.Life’s stated goal is to “help people lead long, healthy, and vibrant lives by improving both lifespan and healthspan.”
XPRIZE Healthspan: A $101 Million Global Competition
The quest for healthy aging is serious business, so much so that in July 2024, teams began competing in XPRIZE Healthspan, a seven-year, $101-million global competition to revolutionize the way we approach human aging, the goal of which is to “advance proactive, accessible therapeutic modalities that reduce the risk of chronic age-related diseases, increases human health span and extends quality of life well into our later years,” say the XPRIZE organizers.
A trustee of XPRIZE Healthspan, Ken Dychtwald, Ph.D., a psychologist, author of numerous books on aging, and CEO of Age Wave, has emerged as one of the world’s foremost visionaries regarding the lifestyle, marketing, healthcare, economic and workforce implications of aging. In an interview on Michael Krasny’s Grey Matter podcast in December 2023, Dychtwald said, “How many of your years are you healthy, vital, active, productive, vs. are you beginning to fall apart? We are 68th in the world when it comes to our healthspan in the U.S. What we all want is to live long and to live well and to not have the suffering and falling apart stretched out,” he said.
“Quality of life is what it is all about. We need to hold a mirror back to our own approach to healthcare and realize that we don’t take good care of our bodies, we eat a lot of junk food, two thirds of the population is overweight; we have a medical system that is all over the place, we have pharma industries and insurer industries making all kinds of money; we have a profit oriented system; we don’t even have geriatric competencies as a key variable among doctors, physical therapists, providers, etc.”
Dychtwald continued: “In a youth era, we assume that young people have hopes and dreams and you either achieve them or you don’t and then time’s up. But if you’re going to be living in a new era, a new age of aging, you might have new dreams at 70. You might have your biggest dreams beyond when you ever thought it was possible and we’ve got to open up the door to those possibilities. And so purpose is less a matter of simply hanging on for many people; for a growing number of people, it’s about discovering what their new purpose might be in their later years. Having done away with many acute and infectious diseases with things like penicillin, what are the breakthroughs we now need in healthcare so that we and our children and grandchildren can live long healthy lives?
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.
JAMBAR Named the Official Energy Bar of World-Class Ski Resort Aspen Snowmass
SAN RAFAEL, Calif. (Jan. 7, 2025) – JAMBAR®, the artisan-made, whole food organic energy bar created by Jennifer Maxwell, inventor of the original PowerBar®, is pleased to announce it has entered into a three-year agreement as the official Energy Bar Affiliate Partner of Aspen Snowmass.
Founded in 1946, Aspen Snowmass comprises four internationally renowned mountain resorts that have played host to numerous international ski championships. JAMBARs will now be sold at over 18 points-of-sale across Aspen’s four mountain resorts in Colorado, including Aspen Mountain, Aspen Highlands, Buttermilk and Snowmass. Popular with skiers, snowboarders and outdoor enthusiasts, JAMBAR is being strategically placed at all mountain dining areas and highly trafficked Four Mountain Sports ski/ride rental locations at the base of each mountain.
JAMBAR will support this partnership by hosting more than 16 sampling days each season at the base of Aspen Snowmass’s four mountain resorts, working with celebrity athletes and others to generate excitement and brand awareness of its energy bars. JAMBAR is excited to interact with skiers and snowboarders visiting Aspen Snowmass each season about the value of balanced nutrition and organically produced, real food options, as JAMBAR sources the cleanest ingredients for its certified organic energy bars.
Based in California, JAMBAR makes delicious energy bars for active people, athletes and people looking for a quick satiating snack.
JAMBAR partners with more than 300 sports events each year across skiing, snowboarding, mountain/road biking, running, football, soccer and surfing. A woman-owned company, JAMBAR donates 50% of after-tax profits to organizations that support music and active living. Each bar is made with all natural, certified organic, whole food ingredients. A good source of protein and fiber (each bar contains 10g of protein), JAMBARs taste great and are easy to digest, and they contain no seed oils or processed sugars. JAMBARs are available in five unique flavors, including Chocolate Cha Cha, Malt Nut Melody, Jammin’ Jazzleberry, Musical Mango and Tropical Trio, with gluten-free and plant-based, vegan options available. The bars are perfect for a quick pick-me-up on the mountain as they don’t break, crumble, melt or freeze.
Over the course of the Affiliate Partner agreement, JAMBAR also will be featured as the official Partner of four of the biggest annual events hosted by Aspen Snowmass, including:
Summit for Life – Summit for Life is an uphill race where over 300 athletes climb the 3,627 vertical feet to the top of Aspen Mountain. Athletes can hike, skin or snowshoe to the top to promote organ, eye, and tissue donation. There are awards for the top athletes and biggest fundraisers in a number of categories, plus a post-race party at the top of the mountain.
Highlands Inferno – The Highlands Inferno race is hosted by the Aspen Highlands Ski Patrol. Aspen Highlands is a ski area in Colorado known for its steep terrain. The area includes Highland Bowl, a 270-acre powder playground with a summit of 12,392 feet. The bowl is considered a rite of passage for skiers, as it requires a 30- to 40-minute hike to reach the top.
Battle in the Bowl – Held at Aspen Highlands on the challenging terrain of the Highland Bowl, Battle of the Bowl is a competition where skiers race down a demanding course with multiple runs through the bowl's steep terrain, essentially testing their skills against each other.
Audi Power of 4 Race Series – The Audi Power of Four Race Series is a premier endurance race series utilizing the unique and varied terrain of each of Aspen Snowmass’s four mountains. Each race is designed to test the limits and skills of both elite and recreational athletes.
“JAMBAR was made for everyone, including kids and adults. Using organic whole food ingredients, produced without the use of toxic synthetic pesticides, I formulated JAMBARs to provide complete protein and optimal nutrition for weekend warriors and elite athletes alike,” says Jennifer Maxwell, food scientist, long-distance runner, mom and founder of JAMBAR. “The brand partnership with Aspen Snowmass is certainly a summit in our company’s growth.”
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.
Media Contact
Steven Hoffman, Compass Natural, steve@compassnatural.com, tel: 303.807.1042
Presence MarketWatch 2025
This article first appeared in the January 2025 issue of Presence Marketing’s newsletter.
By Steven Hoffman
With the Trump administration returning to the White House and the GOP controlling both the Senate and House of Representatives by narrow margins, the year 2025 is sure to bring significant change to regulatory policy, business and the economy, not just for the U.S. but also the world. To help leaders in the natural channel navigate the opportunities and challenges ahead, Presence Marketing will track and report on these issues over the course of the year ahead. Read on for a snapshot of some of the major issues that will impact the natural, organic and nutritional products market over the coming year.
Tariffs and Food Prices
President-elect Donald Trump ran on a campaign to lower grocery prices, which rose 23% since the onset of the Covid pandemic in Spring 2020. Food inflation has slowed over the past year, according to NBC News, and is now less than 2% as energy prices and supply chains have stabilized. Yet, experts caution that a combination of tariffs and mass deportations could have a further destabilizing effect on agriculture, food production and grocery prices. Trump has threatened to impose tariffs up to 60% on goods from China, and a 25% tariff on products from Mexico and Canada – all countries that are significant exporters of food and other products to the U.S. market.
In a Time Magazine interview in December 2024, Trump acknowledged it may be difficult to bring down grocery prices, saying, “Look, they got them up. I’d like to bring them down. It’s hard to bring things down once they’re up.” According to a study from the Peterson Institute for International Economics, Trump’s proposed tariffs on Mexico and Canada would have the biggest impact on prices for autos, vegetables, fuel, prepared food and animal products, reported CNN Business. The U.S. relies on Mexico for 89% of its imported avocados and 91% of foreign-grown tomatoes. “Higher tariffs on Mexico and Canada will … put upward pressure on U.S. food prices,” the Peterson Institute said. While it’s too soon to determine whether Trump will actually impose tariffs or if trade agreements can be reached to prevent them, “The only certainty is that new tariffs will be costly for the United States,” said the Peterson Institute study’s authors.
Food, Farm Workers and Mass Deportation
California’s Monterey County is the fourth-largest crop-producing county in the nation, with the agriculture industry there contributing $4.4 billion to the economy, and with an estimated 55,000 farm workers, including many who are undocumented. As such, the area’s growers have expressed concern that much of their workforce could disappear as a result of potential mass deportations once the Trump administration takes office. In an interview on Dec. 19, 2024, with NBC Bay Area News, Monterey County Farm Bureau CEO Norm Groot said, “It will absolutely impact food prices at the consumer level. If it impacts local and nationwide supplies, that will have a price increase.” NBC reported the farm bureau is teaming up with county officials and other stakeholders to create a task force in addressing local concerns around mass deportations, including concerns around family and child separation. "It's interesting that four years ago during the pandemic, they were essential," Groot said. "And now all of a sudden we’re looking at it from a different perspective and trying to understand how that dynamic has changed."
And it’s not just Monterey County – while it’s estimated that undocumented workers make up only 5% of the total U.S. workforce, the share of undocumented workers across the nation’s food supply chain is at least 16%, reported Successful Farming. In some industries this number is higher – the Idaho Dairymen’s Association estimated that nearly 90% of the state’s dairy workers were born outside of the U.S. According to a September 2024 study by the Peterson Institute, mass deportation could lead to a 10% increase in food prices. Between higher food prices that could come with proposed tariffs – and potential government bailouts funded by U.S. taxpayers to provide assistance to farmers affected by deportations – Americans could potentially get “double-whammied” by the higher costs and supply chain disruptions these proposed policies could bring.
RFK, FDA and the Nation’s Health
MAHA has become a rallying cry for many in the natural health and nutritional supplements industry as Congress weighs the nomination of Robert F. Kennedy, Jr. Kennedy, a lawyer, environmentalist and controversial health advocate, is Trump’s pick to lead the U.S. Department of Health and Human Services (HHS), a Cabinet-level position that oversees the U.S. Food and Drug Administration (FDA), Centers for Disease Control and Prevention (CDC), National Institutes of Health (NIH), and others.
On one hand, RFK’s team is weighing a rewrite to the FDA’s rules overseeing food additives and taking a hard look at the harmful chemicals and pesticides used in food production. On the other hand, RFK’s top lawyer Aaron Siri stirred controversy when it was reported in December 2024 by CNN and others that he had petitioned the FDA to revoke approval of the polio vaccine. The World Health Organization declared that polio was eradicated in 2019 but warned it could re-emerge if vaccination coverage declines. According to a Dec. 4, 2024, article in Forbes, Kennedy criticized the FDA in a post on X (formerly Twitter) for “suppressing” a wide range of items, including “psychedelics, peptides, stem cells, raw milk, hyperbaric therapies, chelating compounds, ivermectin, hydroxychloroquine, vitamins, clean foods, sunshine, exercise, nutraceuticals, and anything else that advances human health and can’t be patented by Pharma.”
Kennedy will have an ally in Martin Makary, M.D., a surgeon, public policy researcher at Johns Hopkins University and a member of the National Academy of Medicine, and President-elect Trump’s choice to serve as FDA Commissioner. In September 2024, Makary joined RFK at a round table in Congress on health and nutrition, where he criticized how food in the U.S. is grown and processed. "We have poisoned our food supply, engineered highly addictive chemicals that we put into our food. We spray it with pesticides that kill pests. What do you think they do to our gut lining in our microbiome?" Makary said. In related news, Trump’s pick for Surgeon General, Dr. Janette Nesheiwat, a family medicine doctor who runs a chain of urgent care clinics in New York, was a regular Fox News contributor and is an advocate for nutritional supplements, marketing her own brand of dietary supplements called BC Boost, containing vitamins C, B-12, D and Zinc.
Brooke Rollins Nominated to Lead USDA
President-elect Trump in November nominated Brooke Rollins, President and CEO of the America First Policy Institute, a conservative think tank based in Texas, to lead the U.S. Department of Agriculture. “As our next Secretary of Agriculture, Brooke will spearhead the effort to protect American farmers, who are truly the backbone of our country,” Trump said in a statement. Rollins is a graduate of Texas A&M University, with an undergraduate degree in agriculture development. “From her upbringing in the small and agriculture-centered town of Glen Rose, Texas, to her years of leadership involvement with Future Farmers of America and 4H, to her generational family farming background, to guiding her four kids in their show cattle careers, Brooke has a practitioner’s experience, along with deep policy credentials in both nonprofit and government leadership at the state and national levels,” the statement said.
“We congratulate Brooke Rollins on her nomination as Secretary of Agriculture. This is an important moment for U.S. agriculture, and we are optimistic about the opportunities her leadership will bring to rural America,” Amy France, chairwoman of the National Sorghum Producers in Scott City, KS, told Successful Farming. "Sorghum farmers are at the forefront of innovation, contributing to domestic biofuels and heart-healthy, nutritious, ancient grain foods. We are eager to work with her to advance policies that strengthen the sorghum industry and benefit growers nationwide.”
“The Department of Agriculture plays a pivotal role in safeguarding our food supply, addressing food insecurity, managing our forests, as well as supporting America’s farmers and rural communities who are on the frontlines of the climate crisis,” said Rebecca Riley, Managing Director, Food and Agriculture, for the Natural Resources Defense Council (NRDC). “Rollins needs to invest in America’s farmers – from small family farms to larger-scale operations – and to work toward a resilient and equitable food system that puts healthy food on the table, restores our soil, protects the climate, and safeguards the health of our communities … now is not the time to undermine climate-smart farming practices, favor industrial agriculture at the expense of small producers and consumers, or gut the nutrition programs that many Americans rely on,” Riley said.
California’s AB 660 Sets Landmark Food Date Labeling Standards
California Governor Gavin Newsom in September 2024 signed into law the nation's first mandatory food date labeling reform bill. California Assembly Bill 660 (AB 660) standardizes the use of “Best If Used By” and “Use By” dates on food labels, and prohibits the use of “Sell By” dates. The new law requires manufacturers to use the same phrase for date labels across their products, reported Food Safety. Beginning July 1, 2026, companies selling food products in California must only use “Best If Used By” to indicate the date by which a product will reach its peak quality, and “Use By” to indicate the date by which a product’s safety can no longer be guaranteed. The use of consumer-facing “Sell By” dates will be prohibited to reduce the chances of consumers confusing “Sell By” dates with quality or safety dates.
“On grocery store shelves today, there are more than 50 differently phrased date labels on packaged food. Some phrases are used to communicate peak freshness of a product or when a product is no longer safe to eat. Others, like ‘Sell By,’ are used only to inform stock rotation in stores but mislead some consumers into thinking the product is no longer safe to eat. AB 660 will close this gap by requiring manufacturers to use the same phrase for date labels across their products,” NRDC said in a statement.
Of course, as goes California, so goes the country. “AB 660 is game changing, not just for California, but for the country. It will be the first law of its kind to end the ridiculous confusion that causes consumers to throw out almost $15 billion of perfectly good food nationwide. It will also help reduce the significant toll that wasting food has on our planet,” Dana Gunders, President of reFED, told BioCycle Magazine. “Having to wonder whether our food is still good is an issue that we all have struggled with. Today’s signing of AB 660 is a monumental step to keep money in the pockets of consumers while helping the environment and the planet,” said Assemblymember Jacqui Irwin, author of the bill.
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.