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22 that hundreds of fired FDA probationary workers have received notices from the agency that their terminations were rescinded.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.
’Tis the Season: December’s Guide to Nonprofit Giving
This article first appeared in the December 2024 issue of Presence Marketing’s newsletter.
By Steven Hoffman
December is a time when the conscious CPG industry traditionally leans in to support nonprofit organizations dedicated to healthy living, the environment, community development, social justice, nutrition and hunger, animal welfare, education and more. Ask anyone in the natural channel what mission they support and more often than not, you’ll get a passionate earful. Surely, you and/or your company have particular causes you support. Yet, in this season of giving, we’d like to present 12 nonprofits worthy of consideration for their invaluable contributions to people and the planet.
Adopt a Native Elder
For more than 30 years, Adopt-A-Native-Elder (ANE) has used an integrated approach to go beyond charity to assist traditional elders on the Navajo Reservation in Utah and Arizona. ANE serves to help reduce extreme poverty, food insecurity and hardship facing traditional elders living on the Navajo Reservation. ANE is a humanitarian organization focused on delivering food, medical supplies, firewood and other forms of elder support while honoring the tradition and dignity of Navajo elders. ANE also offers one-of-a-kind, handmade woven rugs and jewelry available for sale, in which 100% of the proceeds benefit the elder artist.
Alaffia Foundation
Growing up and working to support his family in Togo, West Africa, Alaffia founder Olowo-n’djo Tchala witnessed firsthand the injustices and inequalities many of the women in his village faced. After attending university in the U.S., he felt driven to do something about it. In 1996, Tchala met his partner Prairie Rose Hyde, who served in his village as a Peace Corps volunteer. Inspired by a shared mission, the two launched Alaffia’s first shea butter collective in 2003. In 2004 they established the Alaffia brand in the U.S. Alaffia partners with Global Alliance for Community Empowerment (GACE), a 501(c)3 organization, to empower women and their communities in West Africa by investing in fair trade, maternal care, child education, clean water and climate change.
Comparsa
Comparsa is a documentary film dedicated to shining a light on a group of young women in Guatemala who use performance art to empower their community against gender-based violence. Directed by veteran filmmakers Vickie Curtis and Doug Anderson, Comparsa follows sisters Lesli and Lupe, who are spurred to action after the murder of their friend Siona in a fire. Driven to overcome a culture of silence, the sisters stage a grand public performance called a "comparsa" to raise awareness and combat violence against women, and to inspire a new generation of young leaders in Latin America. The nonprofit Girl Rising team is collaborating with the filmmakers of Comparsa to share Lesli and Lupe’s inspiring story.
Conscious Alliance
From exchanging copies of a poster donated by the String Cheese Incident to concertgoers at Denver’s Fillmore Auditorium for cans of food for a food drive in 2002, today Conscious Alliance operates out of an 11,000-square-foot distribution center, serving local communities and Native Americans, in particular the Pine Ridge Reservation in South Dakota. Working with top bands and musicians, including Dave Matthews, Widespread Panic and others, along with renowned poster artists, Conscious Alliance’s Art that Feeds program has delivered millions of pounds of food and helps feed students at all 15 schools on the Pine Ridge Reservation. The group also serves communities hit by natural disasters. Conscious Alliance works directly with natural food companies for product donations. Buy a concert poster and make a donation at ConsciousAlliance.org.
The HerbiCulture Project
Established by Catherine Hunziker, founder of herbal products leader WishGarden Herbs, The HerbiCulture Project (HCP) is a nonprofit organization dedicated to advancing medicinal plants while promoting regenerative production methods to ensure the highest quality botanicals, and to rebuild soil health and sequester carbon. HCP brings together a network of herbalists, regenerative farmers, permaculturists, researchers, soil health and climate specialists, nutritional supplement providers, agri-voltaic leaders and more. HCP has a mission of reintroducing medicinal herb crops at scale domestically as a solution to three critical issues: 1) Generate more lucrative crop revenues and healthier soil for farmers, 2) Support a growing demand and need for sustainable wellness ingredients sourced in the U.S., and 3) Introduce strategies that can improve soil health, which is at the root of our climate crisis. Visit The HerbiCulture Project’s Go Fund Me Page to donate.
Kiss the Ground
With award-winning documentary films and storytelling, educational materials and partnering with companies, Kiss the Ground (KTG) is at the forefront of advancing regenerative agriculture. Founded in 2013, KTG holds the vision that every person has a unique way to participate in the reverence, stewardship and regeneration of the planet. In 2020, in partnership with Big Picture Ranch, Kiss The Ground released a groundbreaking documentary on Netflix narrated by Woody Harrelson. The film and its sequel, Common Ground, which have been viewed by millions of people, explore regenerative agriculture, an innovative approach to farming that combines indigenous knowledge, holistic management and modern science and has the potential to heal the planet, create food security and mitigate climate change. Learn more about partnering with KTG here.
Living Lands & Waters
After years of being told "no" by the government, in 1997, East Moline, Illinois, resident Chad Pregracke decided to start cleaning up the Mississippi River by himself, founding Living Lands & Waters. Inspired by NASCAR races, the nonprofit organization received its first sponsorship, and Chad was able to remove 45,000 pounds of refuse from the river in his first year. Today, with the help of more than 126,500 volunteers and supporters, Living Lands & Waters hosts river cleanups, watershed conservation initiatives, educational workshops, tree plantings and other environmental efforts. Since the organization was founded, it has grown to be the only “industrial strength” river cleanup organization like it in the world, and has removed over 13 million pounds of garbage from U.S. waterways. Learn more about Living Lands & Waters in this video, and contribute here.
Rodale Institute
Celebrating more than 75 years of organic leadership, The Rodale Institute remains at the vanguard of science and best practices in advancing organic and regenerative agriculture. Rodale's nearly four-decades-long flagship study, the Farming Systems Trial, has scientifically proven that organic agriculture performs as well as, if not better than, conventional agriculture. Rodale focuses on demonstrating the power of nutrient-dense organic food in preventing and reversing diseases and works to create economic vitality in rural communities by training tomorrow’s organic farmers. Rodale also partners with schools, hospitals and other community organizations to help people make informed choices about the food they eat and how that impacts their health. Visit https://rodaleinstitute.org.
Salt & Light Coalition
Based in Chicago, the Salt & Light Coalition is a grassroots organization dedicated to breaking the cycle of human trafficking through mind-body restoration and workforce development. Salt & Light believes that yoga, fitness, proper nutrition and spirituality can change the world. The organization provides a one-year program for survivors of trafficking that focuses on healing, job training and building self-sufficiency. Most victims are immigrants and people of color, says Salt & Light founder Isabel Olson, Ph.D. It's also an epidemic in our own back yard -- “Even though we’re not aware of it, 25,000 women are trafficked in the Chicago area every year. That’s two women every hour of every day,” Olson says. Learn more and contribute at https://saltandlightcoalition.com.
The Organic Center
The Organic Center (TOC) is the organic products industry’s leading independent research and education organization advocating for the nutritional, health, environmental and climate mitigating benefits of organic food and farming. Founded in 2002 as a nonprofit 501(c)3 organization under the administration of the Organic Trade Association, TOC collaborates with leading academic and governmental institutions to advance research on organic food and farming, and to communicate those findings to the public. TOC is hosting its second annual Organic Night Out fundraiser on March 5 at Expo West 2025, and is currently accepting nominations from brands and businesses for the Organic Champions Awards, to be presented at the event. Visit https://www.organic-center.org.
Vitamin Angels
Founded in 1994 by natural products industry veteran Howard Schiffer, Vitamin Angels is a public health nonprofit organization working to improve nutrition and health outcomes in low-resource settings worldwide. The organization helps to strengthen, extend and amplify the impact of partner organizations working to reach the most nutritionally vulnerable groups, including pregnant women, infants and children, with evidence-based nutrition interventions and health services. Vitamin Angels works with more than 2,000 local organizations, including governments, to reach more than 60 million women and children in 65 countries annually. Vitamin Angels will host its 2025 Celebration on March 4 at Expo West. Visit https://www.vitaminangels.org.
WomenServe
In 2006, Nioma Marissa Sadler traveled to Rajasthan, India, as the Goodwill Ambassador for leading tea company Traditional Medicinals. While visiting the farms, she would sit with local women and listen to their stories of the oppression that still exists in rural India. Inspired by the stories they shared, WomenServe was born. Since then, the organization has invested over $5 million, with a mission to cultivate self-reliance in women and their communities by providing platforms and skills that foster community engagement, advocacy and collective participation. "Through amplifying women's voices and leveraging their strengths, we enhance local power and resilience. Rajasthan is just the start of our mission to establish gender equity and transform the lives of women and girls," says Nioma. Traditional Medicinals partners with WomenServe, particularly in farming communities in India. Visit https://www.womenserve.org.
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.
PETA Investigation Verifies Edward & Sons' Native Forest® and Let's Do Organic® Brands of Organic Coconut Products Are 'Monkey Labor-Free'
CARPINTERIA, Calif. (Nov. 20, 2024) – After visiting and conducting an extensive audit of organic food leader Edward & Sons Trading Company’s organic coconut supplier in Thailand, the animal rights organization People for the Ethical Treatment of Animals (PETA) has officially verified that the Native Forest® and Let's Do Organic® brands are “monkey labor-free following PETA investigations."
"When we launched Native Forest Organic Coconut Milk in 2002 as the first certified organic coconut milk in North America, we partnered with a Thai supplier committed to sustainable, monkey-free harvesting practices. As a vegetarian company, we have kept animal well-being at the heart of our values from the very beginning," says Edward & Sons founder Joel Dee.
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.
“Our customers trust us to uphold the highest ethical standards, and PETA’s verification is a testament to our commitment. By offering monkey labor-free coconut products, we’re proud to give consumers high-quality organic options that align with their values," says Alison Cox, VP Sales & Marketing.
Soaring worldwide consumer demand for food products made from coconuts – including coconut water, coconut milk and plant-based coconut yogurt, among others – led to focused attention on a 2022 PETA exposé about the shocking abuse of monkeys by some Thai farmers, who use enslaved, forced monkey labor to harvest their coconuts.
“Curious, highly intelligent monkeys are denied mental stimulation, companionship, freedom and everything else that’s natural and important to them — all so they can be forced to pick coconuts. By purchasing from brands that support monkey labor-free coconut-harvesting methods, you’ll be helping to end the cruel practice of exploiting vulnerable monkeys while also sending a powerful message to companies that make products from coconuts picked using abusive methods,” PETA said in its updated Shoppers Guide. In addition to PETA’s monkey labor-free verification, Edward & Sons’ supplier partner’s farm has also been inspected and certified “Monkey Free” by the Thai Department of Labor under a program launched in 2023.
“Edward & Sons is dedicated to upholding our values by ensuring that all of our coconut products are ethically produced using no monkey labor,” says President Russell Parker. “Further, we actively support the Wildlife Friends Foundation of Thailand, providing care and shelter for monkeys affected by this cruel practice. We encourage everyone to support a humane coconut supply chain that respects animals and keeps the wild truly wild."
Learn More
About Edward & Sons®
Offering a unique portfolio of plant-based, natural, sustainable and organic grocery brands since 1978, including Native Forest®, Edward & Sons®, Let’s Do Organic® and more, Edward & Sons Trading Company, Inc. is known for its convenient and nourishing foods that support local economies and the environment. An independently owned business based in Carpinteria, California, Edward & Sons is committed to providing health-conscious consumers “Convenience Without Compromise®.” For more information, visit www.EdwardandSons.com and follow on Facebook, TikTok and Instagram.
Media Contact
Steven Hoffman, Compass Natural, steve@compassnatural.com, tel 303.807.1042
The Armory Selects JAMBAR as Official Energy Bar for Second Year in a Row
SAN RAFAEL, Calif. (Nov. 14, 2024) – Popular West Coast energy bar maker JAMBAR has announced that, for the second consecutive year, the brand will sponsor the JAMBAR Coaches Hall of Fame Invitational at the Nike Track & Field Center at The Armory in New York City. As the maker of the official energy bar for the event, set for Dec. 21, 2024, JAMBAR will be onsite to provide its energy bars to runners and to engage with the 200+ attending coaches and 3,000+ runners.
“The Armory is thrilled to have JAMBAR supporting our next track season. The brand has been such a pivotal partner over the past year and JAMBAR organic energy bars are the perfect nutritious snack for our athletes, coaches and spectators,” said Rita Finkel, co-president of The Armory Foundation.
Recognized as the fastest track in the world, The Armory is home to more records than any other facility. Each year, The Armory hosts more than 100 track and field competitions and hundreds of training sessions, welcoming more than 300,000 visitors. JAMBAR will be an official sponsor for the 2024-25 season along with other major partners including Nike, Columbia University Irving Medical Center and KPMG.
“It’s great to be in partnership with JAMBAR once again for this upcoming indoor season,” said Jonathan Schindel, co-president of The Armory Foundation. “They are a wonderful partner and have a terrific product for the thousands of athletes of all levels that visit The Armory and will have a huge impact at this year’s JAMBAR Coaches Hall of Fame Invitational on Dec. 21.”
The Armory has been a special place for many pro runners including JAMBAR-sponsored athletes Sage Hurta-Klecker and Joe Klecker, who have both previously raced at The Armory. Sage, who ran in this year’s Olympic Trials, will make an appearance at the JAMBAR Coaches Hall of Fame Invitational in December to represent JAMBAR and to cheer on thousands of young runners. Earlier this year, Sage competed at The Armory in the 1000m, 1500m and mile races. Says Sage: “The Armory is one of my favorite venues and like a second home. It’s so great to see JAMBAR and The Armory in partnership – it’s really the perfect energy bar for athletes pre and post race.” Sage will be at the JAMBAR booth during the Invitational and also will help distribute awards at the end of the races.
About The Armory
The Armory Foundation is a New York City nonprofit institution, with the mission of “Keeping Everyone on Track.” Each season, The Armory – the proud home of the Nike Track & Field Center – produces the Millrose Games, hosts more than 100 track and field meets and welcomes more than 300,000 visitors. Among its many youth sports and educational programs, including the acclaimed Armory College Prep program, The Armory runs the leading collegiate indoor track meets with the Dr. Sander Scorcher and the HBCU Showcase sponsored by KPMG. Additionally, The Armory hosts the largest high school indoor track meets with the Hispanic Games, the JAMBAR Coaches Hall of Fame Invitational, the Chocolate Milk Officials Hall of Fame Invitational, and the U.S. Marines Corps Holiday Classic. The Armory runs the CUIMC Team Relay Marathon, which is the world’s largest indoor marathon relay. The Armory is also the home to the National Track & Field Hall of Fame and dozens of very large education-focused events. For more information, visit Armory.NYC and ArmoryTrack.org.
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 Northern 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. JAMBAR is now available in popular run shops in the East including TC Run Co, Mill City Running, Austin Jarrow, Runner’s Retreat, PR Run & Walk and select Fleet Feets, as well as 150+ national and independent retailers including Winn Dixie, ShopRite, The Fresh Market, Fairway Market, PSK Superfoodtown and A Matter of Health. 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
Leading Gluten-Free Sorghum Producer, Nu Life Market, Wins Kansas’ 2024 Governor’s Award of Excellence
For manufacturers seeking the highest quality, regenerative and sustainable sorghum ingredients, now is the time to secure contracts and best pricing for 2025.
SCOTT CITY, Kansas (Nov. 13, 2024) – With the global market for gluten free foods expected to double from $6.7 billion to an estimated $14 billion within the next decade, one Kansas-based producer of high-quality, food-grade sorghum, Nu Life Market, has been recognized for its leadership in the growth of the gluten free market.
During a ceremony hosted in October by the Kansas Department of Commerce, it was announced that Nu Life Market was the recipient of the 2024 Governor’s Award of Excellence. “Nu Life Market … is a large contributor to our state’s growing economic success in the agribusiness and food processing industries,” Kansas Governor Laura Kelly said. “By honoring and showcasing their accomplishments, we aim to inspire other businesses to keep reaching for new opportunities across our state.”
In addition, Nu Life Market was recognized as Kansas’ 2024 Statewide Agribusiness Award winner, for companies that stand out in the agribusiness industry. Nu Life Market was among a record 346 businesses, organizations and individuals who were nominated for the Kansas Department of Commerce’s 2024 To The Stars: Kansas Business Awards.
“With the growth in consumer demand for gluten free foods and foods that are sustainable, we’ve grown from processing a few hundred pounds of sorghum to millions of pounds annually. We’re now responsible for many of the food products you see that have grain sorghum as an ingredient,” said Nu Life Market founder and President Earl Roemer.
“Nu Life Market is proud to offer Western Kansas grain sorghum producers an opportunity to conserve the natural resources on their farms by utilizing regenerative agriculture production practices and add value to the sorghum grain they are currently harvesting,” Roemer added.
A Commitment to Sustainability and Food Safety
Nu Life Market is the largest dedicated grain sorghum milling and food processing company in the U.S. Since its founding in 2012 in the high plains of Kansas, where most of the country’s sorghum is grown, the company has established a fully traceable supply chain, working with farmers in the region to promote sustainable and regenerative practices.
“Our Farm to Family Food Safety Program reassures our customers that all precautions are taken to prevent potential cross contamination of gluten containing grains. We back this program by providing both internal and third party gluten analysis. Also, with high levels of heavy metals such as arsenic in rice being raised as a concern in gluten free products and baby foods, sorghum, with very low levels of such compounds, may be a safer ingredient option for manufacturers, bakers and food processors offering products in this category,” Roemer notes.
As the largest grain sorghum milling and food processing facility in the U.S., Nu Life Market can solve product development challenges that other major food companies and their food scientists cannot. The company developed specific varieties and milling processes for grain sorghum that translate into better tasting and textured food products.
In addition, Nu Life Market works closely with its farmer network to develop and incorporate strategies that reduce water usage and C02 emissions, as well as utilizing regenerative sorghum grain production practices such as no-till planting and low fertilizer usage.
Sorghum: ‘The Camel of Crops’
Sorghum, also known as milo, is a naturally nutritious, gluten-free, ancient grain that originated thousands of years ago in the arid lands of northern Africa. Given the crop’s impressive tolerance to heat and its drought resistance, sorghum is often referred to as the “Camel of Crops.” Sorghum plays a major role in the food security of millions of people in marginal agricultural areas throughout the world.
In the U.S., sorghum has found a home on the high plains of Western Kansas. The crop is capturing the attention of both growers and manufacturers for its resilience to climate change, and for its versatility as an ancient grain ingredient in gluten free baked goods, baby foods, breakfast cereals and “better for you” snack foods.
Western Kansas received ideal levels of moisture in the spring after the 2024 sorghum crop was planted. According to Roemer, the summer brought high temperatures with little rainfall, but late summer rains boosted grain quality, which translates into good yields in the mill and high quality sorghum ingredients. “Due to our fully integrated supply chain, we source sorghum directly from our team of growers and are able to secure excellent quality grain to fulfill 2025 customer contracts,” Roemer added.
For manufacturers seeking sorghum, Roemer advises that now is the time to secure contracts and best pricing for 2025. Email sales@nulifemarket.com, tel 620.872.5236.
About Nu Life Market
Based in Scott City, KS, Nu Life Market is the largest dedicated grain sorghum milling and food processing company in the U.S. For more information, visit nulifemarket.com, and follow them on Facebook, Instagram, Pinterest, X and YouTube.
Media Contact
Steven Hoffman, Compass Natural, steve@compassnatural.com tel 303.807.1042