State of Natural: Industry on Track to Reach $318.6B in Sales in 2024 and $386.4B by 2028
This article first appeared in the November 2024 issue of Presence Marketing’s newsletter.
By Steven Hoffman
The natural and organic products industry is on a solid growth curve, supported by rising consumer demand for better for you products, according to the editors of Nutrition Business Journal (NBJ).
Surpassing $300 billion in sales on 4.8% growth in 2023, NBJ projects sales of natural, organic, regenerative and sustainable products in the natural channel will continue to grow at about 5% per year to reach $318.6 billion in 2024, and $386.42 billion by 2028, with the market “showing no signs of slowing down.”
Dominated by the natural and organic food and beverage sector, which commands three times the market share of supplements and seven times that of the natural living category, “the natural products industry has infiltrated every part of brick-and-mortar and online retail and is outpacing conventional products’ growth. Slow and steady is winning this race,” reported the NBJ editorial team in its State of Natural Report: Four-Year Forecast, 2024 - 2028, published in September 2024.
Sales of natural, organic and functional food and beverages account for 69.3% of the overall natural products market. According to NBJ, this category will continue to dominate the market, predicting that sales will grow to $220.78 billion in 2024, and will reach $265.2 billion in sales in 2028. Strong growth in this sector is driven by improved product quality and taste, global flavors, and plant-based, paleo and carnivore diet trends, among others.
According to NBJ, the majority, or 63.7% of natural and organic food and beverage sales are occurring in mass market retail stores, a trend that will continue as natural products become more accessible across the country. Traditional natural food retail stores command 28% of the natural and organic food and beverage market.
Supplements: The Roller Coaster Ride Is Over
For the dietary supplements category, “the roller coaster ride is over,” NBJ reported. “After a sobering deflationary period following stratospheric growth during the Covid-19 pandemic, the supplements industry is settling into steady, stable growth in every category. With the combined Sports Nutrition and Meal Replacements category and Herbs and Botanicals leading the way, supplements are projected to grow at around 5% each year through 2028, from $67.43 billion in 2024 to $82.81 billion. Many consumers who discovered supplements in their panicked searches for immunity hacks during the pandemic appear to be sticking with the vitamins and herbs they started taking, and the industry is mainstreaming as a result,” said NBJ.
While sports nutrition and meal replacements are projected to grow between 5% and 7% over the next four years, sales of vitamins and minerals, which took a post-pandemic hit (NBJ predicts growth of only 2.1% in this category in 2024), are projected to grow 3.7% in 2028. However, vitamins and minerals control the largest market share (30%) among the dietary supplement categories.
Herbs and botanicals are projected to be the fastest growing supplement sector, and annual growth will reach 7% by 2028. Market share for sports nutrition and meal replacements is expected to remain steady over the next four years, ranging between 26% and 28%. Herbs and botanicals, too, are predicted to maintain a steady market share of about 20% over the next four years.
NBJ also noted that in the dietary supplements category, in particular, direct to consumer channels are driving significant growth. “With annual growth between 6% and 7% — nearly triple that of Natural and Specialty—the Direct-to- Consumer channel is driving growth during the forecast period, while Natural and Specialty continues to lose market share, falling from 26% in 2024 to 23.2% in 2028,” NBJ predicted.
Natural Living: Small but Growing Fast
As consumers learn more about the dangers of environmental toxins, microplastics and ingredients used in conventional beauty care products from mainstream media, social media influencers and others, they are becoming increasingly aware of the fact that it’s not just what you put in your body, but also what you put on your body. While the Natural Living sector takes up the smallest slice of the natural products industry pie at a 9.5% market share, it is expected outpace overall industry growth, growing at 6% per year from $30.38 billion to an estimated $38.41 billion in sales in 2028.
According to NBJ, the natural and specialty channel is projected to lose market share of natural living products between 2024 and 2028, but it will remain the second largest channel behind mass market. By 2028, sales of natural living products in mass market will be more than double those of natural and specialty. Also, while mass market and e-commerce are driving much of the natural living market, practitioners and multi-level/network marketing “are the only channels projected to see increased growth throughout the forecast period,” said NBJ.
The principal analysts, authors and editors of the Nutrition Business Journal State of Natural Report: Four-Year Forecast, 2024 – 2028 were market research analyst Erika Craft, industry analyst Christian Irwin, senior editor Robyn Lawrence, managing editor Hannah Esper and content & insights director Bill Giebler. Sources for the data include SPINS, IRI Group, Natural Foods Merchandiser Magazine, New Hope Network and others. The report is available for $125.
Learn More
Nutrition Business Journal State of Natural Report: Four-Year Forecast, 2024 - 2028
Presence News: Natural Products Industry Reaches $303.3 Billion in Sales in 2023 on 4.8% Growth
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.
Food Contact Chemicals Used in Production and Packaging Are Finding Their Way Into Humans
This article first appeared in the October 2024 issue of Presence Marketing’s newsletter.
By Steven Hoffman
Researchers working with the Food Packaging Forum discovered that of the roughly 14,000 known chemicals that are used in food manufacturing and packaging, approximately 25% or 3,601 of these food contact chemicals (FCCs) have been found in the human body. The chemicals include bisphenol, PFAS, phthalates, metals, volatile organic compounds, and many others that have been linked to endocrine system disruption, diabetes, obesity, neurodevelopment disorders, cancer and other diseases.
The study, Evidence for Widespread Human Exposure to Food Contact Chemicals, published in September 2024 in the Journal of Exposure Science and Environmental Epidemiology, comprehensively searched biological data collections for detections of FCCs in humans, such as from samples of blood, urine, skin, and breast milk. The data is now assembled and available in a public listing with an interactive search tool.
“Our research helps to establish the link between food contact chemicals and human exposure, highlights chemicals that are overlooked in biomonitoring studies and supports research into safer food contact materials,” lead author Birgit Geueke, Ph.D., and Senior Scientific Officer at the Food Packaging Forum, said in a news release.
When the research team reviewed scientific literature to learn what is known about FCCs detected in humans, they concluded there is a broad lack of knowledge of the effect of these chemicals on human health, and the potential hazards of many of these chemicals have not yet been sufficiently investigated. For other chemicals that migrate from packaging into the food, such as synthetic antioxidants and oligomers (a type of non-intentionally added substance that may be present in plastic food contact materials), the authors pointed out that little is known about their presence in and impact on humans.
“Many of these FCCs have hazard properties of concern, and still others have never been tested for toxicity,” the researchers wrote. “Humans are known to be exposed to FCCs via foods, but the full extent of human exposure to all FCCs is unknown.” It also is likely that the actual number of FCCs in humans is even higher because only a subset of FCCs was investigated in detail, noted the study’s authors.
Dr. Jane Muncke, co-author of the study, expressed concern over such widespread chemical exposure, stating, "This work highlights the fact that food contact materials are not fully safe, even though they may comply with regulations, because they transfer known hazardous chemicals into people. We would like this new evidence base to be used for improving the safety of food contact materials—both in terms of regulations but also in the development of safer alternatives."
The Great Chemical Migration
From shrink wrap and takeout containers to plastic bottles and coated paperboard packaging, scientists have known for years that chemicals can migrate out of food packaging into the food itself. We all know not to microwave food in plastic packaging, as high temperatures can cause the plastic to leach into the food. Foods high in fat or acidity also tend to absorb more chemicals from packaging, reported the Washington Post. Foods packed into smaller containers have increased risk of chemical crossover, too — Muncke shared with the Washington Post that on a recent flight she was given a tiny container of salad dressing. “They served the salad with a 15ml little plastic bottle with olive oil and vinegar that you could pour over. I thought, ‘Well, I’m not doing that,’” she said.
Muncke also shared with the Washington Post that while most of the chemicals leaching from food packaging come from plastics, “Probably the worst one is recycled paper and cardboard. And I know that’s a hard one to stomach.” Recycling paper, cardboard or plastic for food packaging leads to non-food grade inks mixed in next to food, she said, adding to the chemical exposure risks. However, in a positive regulatory move, FDA announced in February 2024 that paper and paperboard food packaging coated with grease-proofing PFAS chemicals would no longer be sold in the U.S.
In January 2024, Consumer Reports published an investigation into plasticizers used in food packaging to make plastic containers softer, more flexible and durable. Phthalate compounds — the ones most commonly used as a plasticizer — are so ubiquitous that it has been reported that 95% of all humans have detectable levels of phthalates in their urine. What Consumer Reports found in tests of nearly 100 foods was that bisphenol and phthalates are widespread in food products. “We found them in almost every food we tested, often at high levels. The levels did not depend on packaging type, and no one particular type of food — say, dairy products or prepared meals — was more likely than another to have them,” Consumer Reports said. From canned sliced fruit to pasta to yogurt containers, the investigation found high levels of phthalates in the packaging. Some organic products the consumer advocacy group tested also were not immune to high levels phthalates detected in product packaging.
In addition to packaging, foods are often subject to chemical exposure in the production, manufacturing and potentially in the transport process. According to Consumer Reports, while early efforts to limit food exposure to such chemicals focused on packaging, “…it’s now clear that phthalates in particular can also get in from the plastic in the tubing, conveyor belts and gloves used during food processing, and can even enter directly into meat and produce via contaminated water and soil.”
Leah Segedie, founder of consumer advocacy group Mamavation, has conducted PFAS investigations into a number of different consumer products, and also to provide consumers with guidance in searching for products free of such chemicals. In 2022, she released a report about PFAS contamination of pasta sauces, both organic and conventional. Out of the 55 different pasta sauces she tested in 2021, 17 were organic and four of those, or approximately 25%, had detectable levels of PFAS.
“I believe that PFAS contamination of organic products is also taking place during the manufacturing process and when products get transported,” Segedie told Max Goldberg, Editor of Organic Insider. “What is touching the food? Was a contaminated lubrication used on a machine? Was food stored in a vat that was fluorinated, as it was crossing the Pacific Ocean in an incredibly hot shipping container? Does the food contain contaminated spices? All of these and many other variables are the reason why the end-product should be tested, not just the ingredient,” she said.
Finding PFAS Free Alternatives
Responding to growing concern over “forever chemicals” in food and consumer packaged goods, a number of natural, organic and conscious CPG companies are offering alternatives for products that contain PFAS. The Environmental Working Group compiled a list, updated in January 2024, of companies that have declared their products have no added PFAS, in including food, fashion, beauty care and other consumer products categories. Online retailer Thrive Market this year announced in a blog on its website that, “Though more research is needed, PFAS are being studied as potential carcinogens. This month, Thrive Market added PFAS to its list of non-compliant chemicals and substances, meaning that you won’t find it in any products on our site.”
Businesses such as HeyBamboo, a toilet paper brand made from 100% bamboo, is committed to using absolutely no plastic in its packaging. “The wrap is made from bamboo, and so is the core of our toilet paper and paper towel products,” said company founder and CEO Joslyn Faust. “We like to say that we’re sustainable to the core,” she said. Another emerging brand, Generation for Change, is committed to making plastic-free health and personal care products, stating that it’s “a company made for the plastic-free generation.” In 2022, FoodTank reported on 19 food and beverage companies looking to move beyond plastic packaging
For natural and organic food brands, Charles Haverfield, CEO of U.S. Packaging and Wrapping, offered this counsel in 2023 in Sustainable Packaging News: “Selecting suitable materials for organic packaging demands a discerning approach. Choose options that minimize the presence of unwanted chemicals while upholding organic and sustainable principles. Materials like compostable plastics, plant-based fibers and paper offer a natural breakdown without leaving behind harmful residues. Glass and metal containers, which are highly recyclable and chemically inert, limit interactions with the packaged goods. Steer clear of some conventional plastics, as they can harbor hazardous additives like phthalates and bisphenol-A. Instead, explore alternatives like bio-based plastics or cellulose-based materials. It's important to note that while aluminum is recyclable, certain aluminum-coated packaging materials may contain additional coatings that clash with organic principles.”
A number of packaging suppliers are offering PFAS free options, such as Good Start Packaging, Delfort, CarePac and others, which offer compostable fiber and paper food packaging with no added PFAS. In January 2024, Organic Produce Network reported that a new third-party packaging standard, GreenScreen Certified — a collaboration between the Center for Environmental Health and Clean Production Action — will certify packaging products that are free from PFAS, as well as “thousands of other chemicals of high concern to human health and the environment.”
Learn More
Video Abstract: Evidence for Widespread Human Exposure to Food Contact Chemicals
Full Study: Evidence for Widespread Human Exposure to Food Contact Chemicals
Summary of Study: Evidence for Widespread Human Exposure to Food Contact Chemicals
Database on Food Contact Chemicals Monitored in Humans (FCChumon)
Food Engineering Magazine: Get the PFAS Out of Food Packaging Materials ASAP
Guide to PFAS Free Food Packaging
Mamavation Guide to Avoiding Products with Forever Chemicals
Environmental Working Group Guide to Companies Marketing Alternatives for Products that Contain PFAS
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.
A Toxic Combination: Forever Chemicals Are Adding to the Health Risks of Pesticides
This article first appeared in the August 2024 issue of Presence Marketing’s newsletter.
By Steven Hoffman
Two recent studies, one conducted by Consumer Reports and published in May 2024, and another published in Environmental Health Perspectives in July 2024, suggest that exposure to toxic synthetic pesticides continues to be a serious issue and a growing threat to human, animal and environmental health.
Now, add forever chemicals into the mix, as environmental advocacy groups found that 66 active ingredients currently approved for use in pesticides qualify as PFAS, also known as “forever chemicals.”
In addition, according to the study, “Forever Pesticides: A Growing Source of PFAS Contamination in the Environment,” eight approved “inert” ingredients – added to pesticides to help chemicals disperse and stick to the plants, for example – also qualify as PFAS. The research was conducted by the Center for Biological Diversity, Public Employees for Environmental Responsibility and the Environmental Working Group, and was published in the journal Environmental Health Perspectives.
Most Comprehensive Pesticide Review Ever
According to the Consumer Reports study published in May, the advocacy group conducted “our most comprehensive review ever of pesticides in food,” looking at 59 common fruits and vegetables (fresh versions, and in some cases, also canned, dried and frozen fruits and vegetables) and analyzing seven years of data from the U.S. Department of Agriculture. USDA annually tests a selection of conventional and organic produce grown in or imported to the U.S. for pesticide residues.
“Our new results continue to raise red flags,” said Catherine Roberts on behalf of Consumer Reports. “Pesticides posed significant risks in 20% of the foods we examined, including popular choices such as bell peppers, blueberries, green beans, potatoes, and strawberries. One food, green beans, had residues of a pesticide that hasn’t been allowed to be used on the vegetable in the U.S. for over a decade. And imported produce, especially some from Mexico, was particularly likely to carry risky levels of pesticide residues.”
Added Roberts, “When it comes to healthy eating, fruits and vegetables reign supreme. But along with all their vitamins, minerals and other nutrients can come something else: an unhealthy dose of dangerous pesticides.” Science has strongly linked pesticide exposure to increased risks of cancer, diabetes, neurological and childhood development issues, and many other health problems.
PFAS: Compounding the Concern
Compounding the concern of pesticide pollution is the discovery that PFAS chemicals are being used in many of the toxic, synthetic pesticide formulations approved for use on farms across the U.S., raising questions about the long-term consequences of such pernicious substances enduring for decades in our soil and water. According to the Environmental Protection Agency, these chemicals “break down very slowly and can build up in people, animals, and the environment over time.”
PFAS have been linked to cancer, reproductive issues and developmental delays in children, among other adverse health effects. To make matters worse, the researchers who published the Environmental Health Perspectives report found that a process called fluorination, which can create PFAS chemicals, is being used increasingly in the manufacture of pesticides to make them stick around for longer, Civil Eats reported.
“This is truly frightening news, because pesticides are some of the most widely dispersed pollutants in the world,” said Nathan Donley, Environmental Health Science Director for the Center for Biological Diversity and one of the study’s authors. “Lacing pesticides with forever chemicals is likely burdening the next generation with more chronic diseases and impossible cleanup responsibilities. The Environmental Protection Agency needs to get a grasp on this fast-emerging threat right away.”
“Toxic PFAS have no place in our food, water or homes, posing a serious threat to our health and environment,” said David Andrews, Ph.D., Deputy Director of Investigations and a Senior Scientist with the Environmental Working Group, a co-author of the study. “The increasing use of PFAS pesticides will lead to increasing levels of PFAS in the environment. PFAS not only endanger agricultural workers and communities but also jeopardize downstream water sources, where pesticide runoff can contaminate drinking supplies. From home gardens to pet care, the use of these pesticide products further illustrates why we must end all non-essential uses of these persistent forever chemicals,” Andrews added.
Choose Organic
Based on Consumer Reports’ research, the largest risks of dietary exposure to pesticide residues are caused by just a few pesticides concentrated in a handful of fruits and vegetables. Their findings also indicated that nearly all of the organically produced fruits and vegetables tested presented little to no risk.
To help educate consumers, Consumer Reports produced a printable guide showing the risk in produce from pesticides in both their conventional and organically produced counterparts, as well as whether they are grown domestically or imported.
Consumer Reports advised, “A proven way to reduce pesticide exposure is to eat organic fruits and vegetables, especially for the highest-risk foods. We had information about organically grown versions for 45 of the 59 foods in our analysis. Nearly all had low or very low pesticide risk, and only two domestically grown varieties—fresh spinach and potatoes—posed even a moderate risk. Organic foods’ low-risk ratings indicate that the USDA’s organic certification program, for the most part, is working,” Consumer Reports said.
“Less pesticide on food means less in our bodies: Multiple studies have shown that switching to an organic diet quickly reduces dietary exposure. Organic farming protects health in other ways, too, especially for farmworkers and rural residents, because pesticides are less likely to drift into the areas where they live or to contaminate drinking water,” Consumer Reports added.
However, of concern to advocates of organic agriculture, the report also showed that imported organic green beans had a very high pesticide risk – “the exact same rating as imported conventional green beans,” said Max Goldberg, Publisher of Organic Insider, in commenting on the study. Additionally, Consumer Reports findings indicated that U.S. grown organic spinach presented a “moderate” pesticide risk – “the exact same rating as both U.S.-grown and imported conventional Spinach,” Goldberg noted. U.S.-grown organic potatoes also presented a moderate risk, as did imported organic kale, according to USDA data analyzed by Consumer Reports.
While organic agriculture does allow for certain pesticides to be used, they are low-risk and derived from natural mineral or biological sources that have been approved by the USDA’s National Organic Program, said Goldberg, a renowned advocate for organic food and agriculture. Additionally, he noted, chemicals linked to human health and environmental issues, such as glyphosate or neonicotinoids, are prohibited in organic.
“The organic system is not fool-proof, and organic farmers may have persistent pesticides in their soil that have not degraded after the three-year transition period. Or, they may be the victim of pesticide drift from neighboring conventional farms. That being said, any fruit or vegetable that has a moderate, high or very high pesticide risk is a very serious red flag and should call for an immediate investigation. The fact that Consumer Reports looked at nearly 30,000 fruit and vegetable samples would invalidate an ‘isolated incident’ excuse,” Goldberg asserted.
“One of the primary reasons that we are paying extra to buy organic is specifically to avoid these chemicals. And yet, not only do imported organic green beans pose a very high pesticide risk, but they, along with U.S.-grown organic spinach, pose the exact same pesticide risk as their conventional counterparts,” he said.
“In the interim, retailers and brands must demand that their suppliers conduct third-party pesticide testing for all organic fruits and vegetables, or at a bare minimum, for all imported organic green beans and organic kale, and U.S.-grown organic spinach and organic potatoes. This will help identify who the bad actors are, so they can be removed from the system. We have no choice but to be unrelenting when it comes to pesticide contamination of organic fruits and vegetables,” said Goldberg.
Learn More
Download a printable version of Consumer Reports’ guide to pesticides in produce here.
Learn more about “Forever Pesticides: A Growing Source of PFAS Contamination in the Environment” here.
Follow and subscribe to Organic Insider here.
U.S. Organic Product Sales Near $70B; All-Organic Trade Show Set for 2025
By Steven Hoffman
Is it true that the growth rate in sales of certified organic bananas is now outpacing that of conventional bananas? According to the Organic Trade Association (OTA), the answer is yes.
In fact, among an ever-expanding sea of certification seals in the retail sector, and despite inflation, the “Certified Organic” label continues to stand out for consumers who prioritize health, sustainability and clean-label products. So much so that U.S. sales of certified organic products grew 3.4% in 2023 to $69.7 billion, marking a new record for sales in the organic products industry.
According to the OTA, which conducted the 2024 Organic Industry Survey in collaboration with Nutrition Business Journal, organic food sales in 2023 totaled $63.8 billion, and sales of organic non-food products reached $5.9 billion, with organic personal care products reporting the strongest increase in that category, with growth of 7% in 2023.
On the food side, fresh organic produce continues to dominate as the primary entry point for consumers, who are increasingly knowledgeable about the “Dirty Dozen” — those fruits and vegetables the Environmental Working Group has determined to contain the most synthetic pesticide residues. In 2023, sales of organic produce grew 2.6% to $20.5 billion. Top sellers included avocados, berries, apples, carrots and packaged salads. OTA also noted that, indeed, in 2023, organic bananas recorded greater sales growth than non-organic bananas.
Organic Baby Food Drives Growth in Grocery
The second biggest selling category in the organic sector in 2023 was grocery, comprising breads and grains, condiments, and packaged and prepared foods. Among a diverse group of sub-categories in grocery, three stood out as top performers: in-store bakery and fresh breads, with sales of $3.1 billion and growth of 3%; dry breakfast products, which were up 8% to $1.8 billion in sales; and organic baby food and formula, up an impressive 11% to record $1.5 billion in sales in 2023.
According to the OTA survey, 2023 also saw a surge in functional and non-alcoholic beverages, which helped drive beverages as the third largest category in organics, posting growth of 3.9% and sales of $9.4 billion. In addition to the emergence of organic “mocktails,” organic wine sales were up 2.5% to $377 million, and organic liquor and cocktails showed strength as an emerging category with growth of 13% and sales of $59 million in 2023.
Organic dairy and eggs, the fourth-largest category in the organic food market, based on OTA’s survey, is another entry point for consumers who want clean, ethical sources of protein with lower environmental impacts. In 2023, organic dairy and egg sales were up 5.5%, totaling $8.2 billion. According to OTA, organic dairy and eggs now account for more than 8% of all dairy and egg sales. Milk and cream sales were up nearly 5% to $4.2 billion. Also, the organic dairy alternative category grew almost 14% in 2023 to approximately $700 million.
Leading among organic non-food items were organic supplements, tracking 4% growth and sales of $2.1 billion in 2023. Organic fiber remains the largest segment of U.S. organic non-food product sales, representing 40%, or $2.4 billion, of non-food category sales. According to OTA, growth in organic fiber sales was essentially flat year over year, due to restricted supply chain issues more than lack of buyer interest.
Price Gap Is Narrowing Between Conventional and Organic
According to OTA Co-CEOs Matthew Dillon and Tom Chapman, the increase in overall dollar sales in the organic market in 2023 was driven more by price increases than unit sales as the organic industry recalibrated its supply chain and dealt with retail price increases as necessary. However, they pointed out, consumers increased their purchases of many organic products, and unit sales were up for nearly 40% of the products tracked in this year’s survey.
In addition, the survey indicated that prices for many non-organic products climbed at a faster rate than organic products, meaning that the price gap is narrowing between conventional and organic, which, says OTA, should fuel growth for organic products in the coming year.
“It is encouraging to see that organic is growing at basically the same rate as the total market. In the face of inflation and considering organic is already seen as a premium category, the current growth shows that consumers continue to choose organic amidst economic challenges and price increases. Although organic is now a maturing sector in the marketplace, we still have plenty of room to grow,” said Tom Chapman.
Matthew Dillon added that to achieve this growth, “It is essential to educate consumers that choosing organic is a straightforward way to tackle some of the greatest challenges we face. Whether it's accessing healthy foods, improving transparency in supply chains, mitigating climate change, supporting rural economic resilience, protecting natural resources, or realizing the multitude of other benefits, effectively communicating and delivering on these promises is the key to expanding organic’s share of our dinner plate.”
The future for organic is not without its challenges. However, Chapman and Dillon assert that more consumers are aware of the potential health benefits associated with organic foods. Many consumers, too, especially the Millennial and Gen Z generations, they point out, are increasingly conscious of the ethical implications of their food choices. They are looking for products that align with their values, such as animal welfare, fair trade, and support for organic farmers. That means seeking out products with the USDA certified organic seal on the label.
OTA Members can download the full report here. A summary is available here.
Dedicated All-Organic U.S. Trade Show Announced
Since 1991, people from all over the world have attended, BioFach, the world’s only dedicated, all-organic trade show, held each year in Nuremberg, Germany. Now, targeting the world’s largest market for organic products, the producer of BioFach has announced it will host its first standalone, all-organic trade show in the U.S.
Dubbed BioFach America, the event will take place on June 2-4, 2025, in Atlanta.
“With BioFach America, we will host a purely organic trade show in the US. The whole organic value chain will be covered: from organic farming to retail,” said NürnbergMesse, producer of the event. According to the producer, every product presented at BioFach America must be USDA certified organic or carry an organic certification from an IFOAM Organics International accredited organization. For cosmetics, certifications such as COSMOS or Ecocert, are accepted.
In an interview with Organic Insider, Bill Ingwersen, CEO of NürnbergMesse North America, said, “BioFach America always had a presence, or section, at Natural Products Expo East, and last year in Philadelphia, we brought in 47 companies from around the world. With that show being canceled, it forced us to really ask the question: are people getting what they need at other shows or is there a true need for an organic one? We concluded that there was, in fact, a real need for a dedicated, all-organic platform in the U.S.”
When asked why Atlanta was chosen as the location for the inaugural event, Ingwersen told Organic Insider, “Since this is a U.S. show and not a regional one, people will have to travel, regardless of which city we chose. After many conversations with industry executives, it became clear that we had to make it an affordable show for everyone, including farmers. Atlanta has the world’s largest airport, has an ample supply of low-cost hotel rooms and is a very energetic, accessible city that has great infrastructure. In addition, it can support our growth as we move forward. Also, being able to serve an organic lunch to our attendees was a real hot button topic. All the catering coming out of the Atlanta Convention Center will be organic for the show, and if a city could not guarantee this, that was an immediate disqualification.”
Learn more about BioFach America here.
Are You Expo Experienced? Insiders Share Tips for the Best Expo West
By Steven Hoffman
Natural Products Expo West, first launched in 1981 and held every year since, at the Anaheim Convention Center in Anaheim, California, is the world’s largest natural and organic products trade show. Spread across five days, this year’s event, held March 12th to 16th, is expected to attract more than 65,000 trade visitors and over 3,000 exhibiting companies.
For business leaders, founders, entrepreneurs, retailers and others in the natural channel, attending Expo West is considered essential. However, as it can be costly, time consuming and a bit overwhelming, we asked industry insiders and colleagues their favorite tips to make the most of the show. Read on for some helpful hacks to maximize your Expo experience.
Karen Farrell, VP of Brand Services, PRESENCE
First, be sure to visit PRESENCE’s Hospitality Room at Expo West, Room 210A, at the Anaheim Convention Center. Trade members are welcome to visit during show hours for snacks, beverages, a place to meet or take a break, and to catch up with Presence Marketing team members.
On a self-care level, realize that all the restaurants and coffee shops are going to be crowded, for breakfast, in particular. Consider putting together a Whole Foods Market (or other) order with some basics for your hotel room to be delivered the night you get there. That way, you can get some nourishment and avoid long lines. Also, throw a healthy snack in your bag for nourishment during the day. This helps avoid ‘trade show stomach.’ I only sample things I haven’t tried before — samples are meant to be samples, not lunch! Also, make restaurant reservations well in advance of the show, preferably within walking distance, if possible. And if you can, consider making hotel reservations for next year’s (2025) event as soon as possible, as hotel space near the convention center fills up fast and is always in demand.
Leanne Thorsson, Director of Health and Natural Foods, Traditional Medicinals
Set appointments in advance; everyone’s time is tight at Expo West, so if you’re not on the calendar, you may not get the meeting. There’s always excitement and an extra level of engagement at the show. Plan in advance what you wish to accomplish — if it’s to visit booths, make a plan of what you want to see. We schedule meetings with account executives, regional managers, and major retail, distributor, and other key partners. This year, we are meeting with two new export partners for the first time; the event gives us an opportunity to meet with them in person and say hello. The show is a great way to get that human interaction, make the connections, talk about some of the larger items, and then set the stage for future conversations. Also, be sure to make unplanned time to walk the show and let some magic happen.
Stacy Gangestad, Director of Sales Management, Gimme Seaweed
Working as an exhibitor on the brand side, none of us in sales ever want to leave the booth, so that makes for long days. Taking a walk each day and getting some fresh air beforehand helps set the stage for the rest of the day. Wear comfortable shoes and get the extra padding under the carpet for your booth. We’ve learned over the years that a lot of initial conversations happen, but not a lot of business decisions are made at the show. It’s all about the follow up from there.
Also, consider after hours networking opportunities at Expo West: Go out to dinner with brokers and retail partners; attend events where there may be opportunities to connect with key buyers and other decision makers. Sometimes, you might run into a key contact just by going to the Hilton and Marriott lobbies, where many gather after each day of the show. We exhibit in Hall E — it’s a great location and the days go by fast because of all the positive energy and great vibes down there.
Jonathan Lawrence, VP of Center Store, Fresh Thyme Market
I’m a huge fan of Expo West. It’s very impressive, but can be very intimidating, not only to retailers and new buyers but also to brands (especially new brands). Tip number one is to capture the retailer’s attention. First thing you want to do is share the highlights around your brand strategy, specifically, why did you create this product and what makes it different from other products currently on shelf.
Have a positive and open-minded attitude. Be open to having conversations with people at all levels. When you’re talking about your brand, your product, talk to everyone that will listen, because everyone’s a consumer. Your product could be the next new product they tell people about. They might be able to give you great feedback, they might be able to make a great connection for you. Talk to the other brands when you’re at your booth. Some of those best connections are the people right next to you. The natural foods community is all connected.
Be efficient with your time. There are thousands of brands out there, so you don’t get a lot of time. Make sure you’re prepared. Have your elevator pitch ready, have maybe a sell sheet and product samples ready. Make sure you’re engaging. Don’t be sitting back behind your booth. Don’t be on your phone, looking down. Act like you want to be there, enjoy it, enjoy the fact that you’re in front of all these people at the biggest trade show.
I would focus on new retailers or new people that you don’t have current relationships with. And then keep conversations going. Not everything happens on the trade floor – great connections can be made in hallways, in passing on the show floor, off the show floor and at dinner. Utilize all the time that you have. While you’re there, you’ll have plenty of time to rest when you get home.
As a retailer, once we get home, we’re exhausted. But then Monday comes around and it’s back to work. Take a little time, but then make sure you’re following up. I would say a personalized note, don’t just send a canned email, that’s not very personal, it doesn’t show that you took the time to connect after. Send samples, I would say between a week to two weeks after. If it goes further than that, it might not be top of mind anymore. So, make sure you act fast.
Benji Fitts, Director of Growth Strategy, SPINS
So, you’re at your booth, spent a lot of money to get to Expo West, you’re meeting people, shaking hands, all that sort of fun stuff. And you’re going to need this little piece of paper, your sell sheet, to talk about your product.
There are just some simple things that you can do to make sure that your sell sheet looks good. First of all, it’s usually a piece of paper, 8½” by 11”, usually double-sided. You don’t have a lot of visual real estate so really, this has to be an amalgamation of the best things that you could possibly say about your product. Be brief, be succinct, and get the message across. Second, if you have the sell sheet in front of you, squint your eyes at it and if the biggest, most unique thing about your product, or whatever message you’re trying to convey, isn’t immediately apparent, then it needs to be fixed.
These shows are really all about discovery, finding out what’s new, what’s next. If this is what’s driving your product, is what is differentiated, innovative, what’s new and fresh about whatever you’re making, make sure that’s the primary message that a user is going to receive whenever they pick up one of these pieces of paper.
The storytelling element is really what drives a lot of the passion behind things. It’s a very passionate group of buyers, it’s a passionate industry, so lean into that a little bit, right? Make sure you’re highlighting sustainability and the key differences between you and the competition. It’s also smart to sometimes talk about your distribution partners or other people who you are already partnered with … and don’t forget to put your contact info and a call to action. Don’t just put a name and a phone number on there, but say, ‘Give me a call and let’s do business together.’
Allison Salvati, VP, Compass Natural; Former Marketing Lead for Bhakti Chai and noosa yoghurt
If you’re an exhibitor, you’ll want to collect contact information from as many people as you can who visit your booth. It’s up to you to collect that data; New Hope won’t share attendee or exhibitor contact lists. As such, it is recommended to purchase one or more seats on Expo West’s lead retrieval app. With it, you can scan badges using your smartphone camera, and at the end of the show, download contact info for every individual you and/or your team scanned. Also, consider cost-effective opportunities to amplify your brand at the show, including applying for a NEXTY Award for your new products, displaying in the New Products Showcase, and considering some of the more budget-minded sponsor opportunities for brands at Expo West, such as the Retailer’s Early Access Box. Check in to your Expo West Exhibitor Hub dashboard often so you don’t miss important deadlines, such as shipping to the show. Take advantage of Expo West social media tools, too, to promote your exhibit at the show.
Jim Slama, Managing Director, Naturally Chicago
Expo West is the big kahuna of trade shows in the natural products industry. Last year 65,000 attendees came to visit the booths of 3,000 vendors showing their wares. For brands, there is no better place to connect with retail buyers.
Michael Movitz, Co-Founder, Brandjectory; Managing Partner, The Movitz Group
My advice would be to attend as many social events as possible to network, network, network! I also suggest using a digital business card like Blinq or Flowpage. They’re easy to use, environmentally friendly and, in addition to contact information, can include links to your website, social media profiles and other online resources. Also, don’t forget to fully charge your devices and bring a portable phone charger – trade shows can be draining on your device’s battery, and having a backup charger can be a lifesaver.
Kelly Miano, Brand Strategy, Innovation and Launch Leader
Follow up. All of those connections you made are great but all that is forgotten if you don’t follow up in the weeks/months following Expo. Be selective in your sampling — try not to go back and forth between savory and sweet, your stomach will thank you. Drink more water than you think you need. It will help with headaches and you won’t be so tempted to try every sample. It’s easy to get sensory overload; it’s OK to take a break when you need it. Expo can be stressful — we’re on little sleep, excited, nervous, under pressure to land a sale. Everyone is trying to pack in as much as possible into a few short days. Assume positive intent, be gracious and kind. This is our industry, we are what we make it.
This article is based on personal interviews with industry leaders; a seminar hosted on Feb. 7, 2024, by New Hope Network and Naturally Boulder entitled “Beyond the Booth: A Blueprint for Creating Unforgettable Tradeshow Experiences”; and a Feb. 15, 2024, webinar hosted by Naturally Chicago, “Master Your Retailer Sell Story for Expo West.” You can access the Naturally Chicago webinar recording 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. Compass Natural serves in PR and programming for NoCo Hemp Expo and Southern Hemp Expo, and Hoffman serves as Editor of the weekly Let’s Talk Hemp Newsletter, published by We are for Better Alternatives. Contact steve@compassnaturalmarketing.com.
From Dry January to Sober October, Non-Alcoholic Beverage Trend Extends Throughout the Year
This article first appeared in Presence Marketing’s February 2024 newsletter.
By Steven Hoffman
From Dry January to Sober October, sales of adult-oriented, non-alcoholic beverages are taking off throughout the year, as Gen Z consumers, older health-minded individuals and others increasingly prioritize wellness and moderation in their drinking habits.
With New Year’s resolutions in mind, sales of non-alcoholic (NA) beverages consistently surge at the beginning of the year, when many adults take a break from drinking during what has become known as “Dry January.” However, according to Nielsen IQ, non-alcoholic drinks “are now a staple during all major drinking holidays, especially the 4th of July and year-end celebrations,” Fox Business News reported in September 2023.
As more Americans embrace alcohol-free options, sales of non-alcoholic beer, wine and spirits at off-premise locations such as grocery stores increased 31% to $510 million in the 12 months ended July 29, 2023, Nielsen IQ reported. While NA beer dominates the segment with 86% of the market share, followed by NA wine at 11%, alcohol-free spirits, which comprise only 3% of the category, saw sales grow by 94% over the previous year. Non-alcoholic adult beverage sales grew by double digits in terms of dollar amount spent, and five states —California, Colorado, Massachusetts, Michigan and Ohio — accounted for 30% of the total amount.
Retailers, manufacturers, restaurants, bars and others are capitalizing on this trend by offering more non-alcoholic options, including “mocktails” and mixers that can be enjoyed with or without alcohol. Products are proliferating, such as booze-free beer and wine, functional beverages made with adaptogens, nootropics and other botanical and nutritional ingredients, energy drinks and other adult-oriented drinks made to take the place of cocktails and spirits.
According to Beverage Daily, online seller Drizly reported that there were over 80% more non-alcoholic brands available on its platform in 2023 compared to the previous year. Today, consumers can opt for many innovative beverages beyond the timeworn choices of a few non-alcoholic beers, seltzer water, conventional soda or juice as the only alcohol-free options.
While still representing only 1% of the overall alcoholic beverage market, such robust growth in the popularity of NA beverages inspired the formation of a new trade association, dryly named the Adult Non-Alcoholic Beverage Association (ANBA), launched in 2021 and based in Washington, D.C. Together with New Hope Network, in September 2023 ANBA sponsored a pavilion at Natural Products Expo East devoted to brands specializing in NA adult beverages including sparkling wine, canned cocktails and IPAs.
Gen Z Drives Reduced Alcohol Consumption
America’s younger Gen Z demographic is leading the way in reducing alcohol consumption. The share of adults aged 18 to 34 who say they drink dropped 10%, from 72% in 2001-03 to 62% in 2021-23, according to a Gallup poll published in August 2023.
“Younger adults are drinking less alcohol — and it has been moving in that direction for two decades,” said Akhil Anand, M.D., of the Cleveland Clinic. There are a lot of theories as to why, including increased mental health awareness, healthier lifestyles, education and possibly increased cannabis use, though binge drinking is still a concern among younger adults, Anand noted. “When people give up drinking, even for a month, they often note that they feel better,” Dr. Anand said. “That’s not by coincidence.”
Yet, the majority of people who buy non-alcoholic beverages actually do drink, Marcos Salazar, CEO of the Adult Non-Alcoholic Beverage Association, shared with New Hope Network. According to Salazar, recent data revealed that 94% of non-alcoholic beverage consumers do drink alcohol. They purchase alcohol-free products because they embrace moderation, or they appreciate the products’ flavors or, when they entertain, some guests don’t drink, or all three, he said.
For Laura Taylor, founder of Mingle Mocktails, one of the fastest-growing brands in the NA sector, her challenge was how to feel included at social gatherings while choosing not to drink. Taylor quit drinking nearly 10 years ago after a battle with alcoholism, she shared with Forbes in November 2023. Experimenting with juices and mixers, Taylor in 2017 created a line of sparkling mocktails targeted toward women, available in ready-to-drink cans and bottles. “I wanted everyone to feel included and proud of their choice to give up alcohol instead of feeling like it was something to hide,” Taylor told Forbes. “Mingle Mocktails were created for anyone who chooses to give up alcohol for a night, a week or as a lifestyle choice but still wants to feel part of the party.”
“As consumers’ beverage preferences change, functional benefits and exceptional product quality are more important than ever,” said Alex French, co-founder and CEO at Bizzy Cold Brew. “At Bizzy, we’re strategically positioned to meet evolving beverage trends quickly while remaining true to our brand promise of caffeine strength.”
“We’re hearing it daily — ‘I quit drinking, and instead I reach for a Sati.’ It’s what we want to hear; we are a replacement for alcohol,” said David McLaughlin, founder of Sati Soda, maker of certified organic beverages containing functional ingredients such as ashwaganda and rhodiola, as well as a line of CBD-infused sparkling beverages. “We are seeing athletes, celebrities, musicians and other influencers opting for non-alcoholic alternatives. They’re saying, ‘I’m treating myself better and you don’t have to drink to be cool. Now I can drink something and feel good, and wake up feeling great.’ While functional beverages are still in their infancy (even though there are a lot of us in the space!), I don’t see this trend going back. Dry January is spilling into the rest of the year, is what’s happening,” McLaughlin observed.
Where to Merchandise NA Beverages?
For retailers, where to locate category-crossing NA beverages can present some challenges. Many merchandisers place NA beverages in the grocery section near sodas, waters and functional beverages, as well as in refrigerated cases, as opposed to the alcoholic beverages section, so shoppers who don’t drink alcohol will feel more comfortable. Grocers also worry that shoppers in the alcohol section might accidentally buy non-alcoholic products and be disappointed.
“There was some confusion about where we should place products in stores,” Beth Johnson told Douglas Brown at New Hope Network. Johnson is the senior category manager at PCC Community Markets in Seattle. As people were emerging from the pandemic, she decided to create a separate non-alcoholic set. “It’s working for us. At first, it was just one shelf, but now it’s like three,” she added.
For food service, restaurants, bars, hotels and event producers, “the profit potential of mocktails cannot be underestimated,” according to Shivani Vora, contributor to Forbes. “While the cost of ingredients for alcoholic cocktails can be high, mocktails are typically made with less expensive components, meaning higher profit margins for every mocktail sold. Only adding to that profit potential is the fact that patrons are generally willing to pay a similar price for mocktails as they would for alcoholic cocktails, making them a lucrative addition to menus. … By serving mocktails, bars and restaurants can expand their customer base and increase the likelihood of repeat business from a diverse range of patrons. This approach enhances customer loyalty and patronage among those who appreciate a venue that respects their choices.”
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. Compass Natural serves in PR and programming for NoCo Hemp Expo and Southern Hemp Expo, and Hoffman serves as Editor of the weekly Let’s Talk Hemp Newsletter, published by We Are for Better Alternatives. Contact steve@compassnaturalmarketing.com.
Is 2024 the Year Regenerative Agriculture Takes Root?
This article first appeared in Presence Marketing’s January 2024 newsletter.
By Steven Hoffman
In 1942, J.I. Rodale first popularized the term organic in the U.S. with the launch of Organic Farming and Gardening Magazine. Some 45 years later, in the 1970s, J.I.’s son Robert Rodale introduced the phrase “regenerative organic.” Robert’s goal was to describe an approach to farming that combined organic practices with a more holistic approach to land management and a focus on rebuilding soil health. Yet it’s only been in the past few years that the term has gained more widespread traction.
With the release in 2023 of two full-length feature documentary films, Common Ground and Organic Rising, along with increased adoption among farmers and producers, awareness of regenerative agriculture is set to gain ground in the coming year among large-scale food manufacturers, policymakers, researchers, the general public and more. Today, advocates of regenerative agriculture say it is the best way to produce healthier food and promote local and rural economies. And, by sequestering carbon back into soils, it can also play a significant role in mitigating climate change.
“2024 indeed will be marked as the year of regenerative agriculture. Why? We are closing in on a tipping point of awareness and collective action is being realized on a huge scale. Not only is soil and regenerative agriculture finally making its way as a leading climate, water and health solution, but we are also showing up as one of the biggest economic solutions for rural economies and businesses across the world,” said Finian Makepeace, Co-founder and Chief Strategy Officer of the nonprofit organization Kiss the Ground and Producer of the films Kiss the Ground and its sequel Common Ground.
“With the recent film Common Ground, and many other feature films and shows in this space sharing the story along with the incredible build of awareness brought on by Save Soil and others, we are seeing a dramatic increase in people comprehending the soil solution. With brands and businesses, there are huge commitments around regenerative agriculture for 2030. I believe 2024 will be a year of turning on those actions and increasing the integrity of their proposed programs. Regarding regenerative agriculture, I feel that 2024 will be the year that the world’s regen leaders find common ground and agree upon a definition that will allow for many more to work and support this space functionally,” Makepeace added.
“I do think that 2024 could be the best year yet for regenerative agriculture. While there is still disagreement over the definition, there is significant consensus that it includes a keen focus on building soil health, enhancing biodiversity, humanely integrating livestock and including worker fairness. New certification and verification programs like Regenerative Organic Certified, Certified Regenified, and Soil & Climate Health provide a lot of support and tools for farmers who want to incorporate more regenerative practices,” said Elizabeth Candelario, Director of Strategic Partnerships for MAD Agriculture, an organization that works with farmers and industry to advance regenerative practices.
In addition, Candelario said, “While their motivations may vary — from mission alignment to strengthening supply chains to mandatory ESG reporting — food companies are (finally) paying attention to the agriculture that is producing their ingredients. And food was finally on the table at the recent COP28 climate summit. The conference opened with a declaration on sustainable agriculture, signed by more than 130 countries, and ended with a final agreement that acknowledges for the first time that sustainable agriculture needs to be included in climate change solutions.”
Regenerative Products Sales Take Off
Now, the marketplace is responding. According to the Regenerative Organic Alliance Impact Report 2022 – 2023, sales of Regenerative Organic Certified (ROC®) products grew an average of 22% from EOY 2022 to EOY 2023, with sales totaling nearly $40 million in 2023. Companies including Dr. Bronner’s, Patagonia, Lundberg Family Farms, Manitoba Harvest, Bonterra and others are leading the certification efforts and serving as role models for other brands.
According to the Impact Report and based on SPINS data, revenue from sales of ROC® products in natural and multi-outlet grocers increased by one-third compared to the same period in the previous year. In addition, the number of ROC® SKUs in the market increased nearly forty-fold in 2023, “indicative of continued growth potential,” the report said. “By offering Regenerative Organic Certified products, brands are responding to the consumer desire to have their purchase make a positive impact at every level: environmentally, ethically, and socially,” the report concluded.
Globally, the market size for regenerative agriculture reached US$975.2 million in 2022, and is projected to be worth US$4.3 billion by 2032, poised to grow at a CAGR of 15.97% from 2023 to 2032, according to a June 2023 report from Precedence Research. North America generated more than 37% of the revenue share in 2022, Precedence Research reported.
While regenerative agriculture practices aren’t yet familiar to most Americans (just one in five consumers surveyed by Food Insight in 2022 said they’d heard of regenerative agriculture), 73% of consumers agreed they would be more likely to trust retailers and brands that implement regenerative agriculture programs, and 72% agreed that they would be more like to purchase from them, Supermarket Perimeter reported in October 2023.
Major retailers are taking notice. In December 2023, Whole Foods Market announced that it had implemented new standards to protect pollinator health. As such, the retailer will now require all fresh produce and floral suppliers to implement supply chain practices that help protect honeybees and other native pollinators.
Speaking to executives at Progressive Grocer’s Grocery Impact conference in November 2023, Whole Foods CEO Jason Buechle said, “Whole Foods Market invites you to help us start a ripple effect of change that will fix our broken food system. The decisions we make as a business — even the smallest ones — in how food is raised and grown today can have a profound and lasting impact on nourishing people and the planet for future generations to come. One of the biggest challenges our food system is facing now and will continue [to face] in the future is the climate crisis. If we continue farming in the large-scale, mechanized way that much of the industry currently does, our topsoil is not going to have the nutrient density it needs to grow the foods we know and love today,” Buechle said.
To address this challenge, Buechle reported that the retailer is working with farmers, ranchers, suppliers, scientists and other experts, as well as leading organizations, to leverage regenerative agriculture to evolve the practices used to grow, raise and produce the products that it sells. A focus on regenerative agriculture and responsible sourcing is an essential part of the retailer’s value proposition, which remains strong despite the mainstreaming of natural foods and the effects of inflation on consumer spending, according to Buechle.
Regenerative Food and Agriculture in 2024
In October 2023, Forbes reported that water stewardship will one of the biggest food trends in 2024. “As the tides of environmental consciousness continue to shape consumer choices, it is no wonder that water stewardship is set to become one of the top food trends for 2024,” wrote Senior Contributor Daphne Ewing-Chow.
“The global agri-food industry— valued at $6 trillion— is one of the most highly exposed to water risks, with water stress impacting many of the world’s largest food-exporting countries. Paradoxically, despite mounting perils to both food and water security stemming from water depletion, pollution, and climate-induced droughts, the food and agri-business sector is a chief contributor to the problem, accounting for a substantial 70% of all freshwater withdrawals,” she continued.
According to Ewing-Chow, “Regenerative agriculture plays a pivotal role in enhancing soil health, facilitating nutrient retention, bolstering natural resilience to environmental challenges, and mitigating erosion. This contributes to the conservation of water resources and the enhancement of ecosystem water quality, reducing the volume of water required for farming activities and decreasing harmful water and nutrient runoff from agricultural lands.”
Forbes also reported that in September 2023, SAI Platform, a network comprising 170 major food companies dedicated to sustainability, unveiled a global framework outlining the transition to regenerative agriculture for food businesses. A number of mainstream food brands such as Unilever, Nestlé, McDonald’s, Danone, and General Mills have already committed their support for regenerative agriculture, Forbes reported.
Greater technical innovation and research into regenerative agriculture will continue over the coming year, the Global Ag Tech Initiative predicted in its December 2023 report, 5 AgTech Trends to Watch in 2024. “Essentially mimicking natural process and biodiversity on agricultural land, the ultimate aim of regenerative agriculture is to improve soil health in order to boost yield. To address the challenges of climate change and feed a global population of over 8 billion, regenerative agriculture is vital. Digital tools use accurate, up-to-date data to create tailored regenerative agriculture solutions. These consider soil conditions, weather conditions, microclimates, and current crop growth or land use, as well as individual budgets and local regulations. Platforms offering site specific data will likely reign supreme in 2024. A view of sustainability that extends beyond simple carbon metrics and one-size-fits-all solutions is necessary and will enable the establishment of realistic, actionable objectives for growers, promoting sustainability and formulating strategies tailored to local environments,” the report said.
Beyond Food – Regenerative Fashion Threads the Needle
On the textile and fiber front, companies including fashion leader Mango will begin incorporating regeneratively grown cotton into its 2024 fashion collections, the Fashion Network reported in December 2023. The company has partnered with Materra, a British-Indian company specializing in regenerative cotton cultivation, and said it will be able to ensure complete traceability across the value chain of its cotton, from seed to final garment.
“As a global fashion company, our intent is clear: to contribute to creating a fairer society and reduce the fashion industry’s impact on the environment. This is why we ally ourselves with key partners like Materra, which will help us accelerate our path to ensuring that 100% of the fibers we use are sustainable by 2030,” said Andrés Fernández, Mango’s director of sustainability and sourcing.
Other fashion brands driving regenerative agriculture initiatives include J.Crew, Prana, Terra Thread and other textile and fiber companies that are members of the Regenerative Organic Alliance. “Big fashion brands and independent labels are embracing regenerative agriculture as a win-win solution that could allow them to source climate-positive materials. The challenge is that the concept doesn’t have a singular definition, and without clear standards it risks becoming a tool for greenwashing,” Business of Fashion reported in August 2023.
California Could Define Regenerative
Speaking of a definition, beginning in January 2024, the California Department of Food and Agriculture (CDFA), in collaboration with the State Board of Food and Agriculture, will host a series of public listening sessions to receive comments to help define “regenerative agriculture.”
“As interest in ‘regenerative agriculture’ continues to grow, we are seeing the introduction and evolution of the term in California policies and programs,” CDFA said. “Incorporating a definition of regenerative agriculture for state policies and programs provides a science-based criterion for the designation or recognition of the term ‘regenerative’ in agriculture-related policies of the state. By defining ‘regenerative agriculture’ and its associated practices, we are working to formalize holistic methods of farming that are designed to protect, sustain and enhance natural resources on our farms and farming communities throughout California,” the agency said.
Max Goldberg, Editor and Publisher of Organic Insider, commented, “If California codifies or legally defines ‘regenerative agriculture’ … it will certainly raise the profile of this term among consumers and farmers may end up paying more attention to the way they manage their soil, which is a real positive. However, both the opportunity for greenwashing and the consequences for organic could be severe,” he cautioned.
“At its core, the regenerative agriculture controversy stems from the question of whether a farming practice can be truly ‘regenerative’ if super-toxic chemicals, such as glyphosate or dicamba, are applied to the crops. There is no question that the regenerative movement has brought incredible attention to soil health … and that it has led to very important steps forward in farming practices around the world. But with all of the positive developments, ‘regenerative’ is ripe for abuse and greenwashing, and the multinational chemical companies, who have no intention of minimizing the importance of GMO seeds and synthetic pesticides, are eagerly embracing the term,” Goldberg added.
Elizabeth Whitlow, Executive Director of the Regenerative Organic Alliance, which manages the Regenerative Organic Certified program, told Organic Insider that she believes that California needs to act with real caution. “There are many groups and farmers advocating for ‘regenerative agriculture’ that are doing some excellent and extremely vital work. My concern, however, is that if the state defines ‘regenerative agriculture’ and it excludes organic, it could have the unintended effect of actually doing a lot more harm than good. Bad actors greenwashing the term is a real threat, and all stakeholders in California’s organic industry need to be fully engaged and on board with how the state is going to define ‘regenerative agriculture.’ The stakes are very high, for both California and our entire country, and this process cannot be rushed,” she said.
Woody Harrelson’s Regenerative Reason for Hope
Three-time Oscar nominated actor and environmental activist Woody Harrelson, in a December 2023 Op-Ed in The Wrap, expressed that, after serving as a co-narrator on the film Common Ground, he is “no longer hopeless for the future.”
Harrelson writes:
We stand at a crossroads, facing two paths. One leads to climate chaos, food shortages, deserts expanding and a biodiversity crash. The other involves rethinking our relationship with nature by choosing regenerative agriculture. The regenerative path can give us abundant, nutritious food, thriving ecosystems and a future for generations to come.
I had a surreal moment when I met King Charles and he said he loved “Kiss the Ground” so much he personally sent it to 1,000 people. I hope the same is true of “Common Ground” – I hope thousands of people send the new documentary to thousands of their friends.
I’ve never been a big believer in the political process in this country, but I believe in people. Congress is currently debating something called the Farm Bill. There are a lot of good people in America, who deserve to eat clean food, and it would be refreshing to see Washington prioritize communities over commodities.
I’m no longer hopeless. I’m actually inspired. In fact, I’m committed to using my voice and activism to make the regenerative agriculture movement spread far and wide.
We don’t just need to support soil in the Farm Bill — we need to make the effort in every way we can, from turning our lawns into food gardens and our food waste into compost, to buying food from local regenerative farmers and ranchers. We all eat and we can all support the people who are doing the hard work to feed the world with healthy regenerative food. We can vote with our dollars.
One thing is for certain, it’s time for a change. Soil is our common ground.
Let’s make regenerative agriculture our priority.
Learn More
Growing Life: Regenerating Farming and Ranching, by André Leu, December 2021
Food Climate and Nature FAQs, The Nature Conservancy, Sept. 1, 2023
Regeneration International, a global nonprofit organization and educational resource
44th Annual EcoFarm Conference, Pacific Grove, California, Jan. 17-20, 2024
Regenerative Business Live, United Nations, New York, NY, May 7, 2024
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. Compass Natural serves in PR and programming for NoCo Hemp Expo and Southern Hemp Expo, and Hoffman serves as Editor of the weekly Let’s Talk Hemp Newsletter, published by We are for Better Alternatives. Contact steve@compassnaturalmarketing.com.
In Memoriam: Dale Kamibayashi, May 4, 1951 – Nov. 4, 2023
This article first appeared in Presence Marketing’s November 2023 newsletter.
By Steven Hoffman
Longtime natural products industry veteran and former Presence Marketing team member Dale Kenji Kamibayashi passed away on Nov. 4, 2023, at age 72. A beloved husband, father and family man, Dale was a valued community member, a friend to all, and a highly respected and admired colleague to many in the natural and organic products industry. Dale was an important member of our community and will be deeply missed.
From his roots in the late 1970s as the co-owner with his wife, Lisa, of a small natural foods retail store in the mountain town of Nederland, just west of Boulder, to serving as manager and purchasing director for the iconic Alfalfa’s Market, plus leadership roles in Cascadian Farm, Ceres, Rapunzel Organics and other leading companies, Dale was a strong advocate for healthy lifestyles. In 2019, Naturally Boulder honored Dale with the “Industry Leader/Community Champion” award for his vast contributions to the natural products industry and Boulder community.
Steven Hoffman (left) and Dale Kamibayashi.
Read on, below, for some shared memories of Dale Kamibayashi from some industry members and colleagues who knew and loved him best. To read more tributes and to share your memories of Dale, visit Dale’s memorial web page here, and please consider donating to his family’s GoFundMe page.
Lani Kamibayashi (Dale’s daughter, on behalf of the Kamibayashi family)
Our father was the hardest worker I knew, and our family grew up and lived for my dad’s passion. My brother Kenji and I grew up in Alfalfa’s Market; we ran around that store like we owned it. I loved it — I have so many great childhood memories of that store and the people who worked with my parents. Dad instilled our love of food and healthier eating styles that remain with us today. I am so proud of what he did and accomplished within the industry and am so fortunate to be his daughter. My family is overwhelmed with the support and generosity from all. Dale (Dad) was a remarkable leader, husband, and father for us and it’s just not going to be the same without him. We would be forever grateful if you ever had the chance to meet or know our father to keep a memory in your heart, thank you.
Chris Lobo, EVP, Presence Marketing
I worked at Alfalfa’s in the early ‘90s, mostly while I was completing grad school at the University of Colorado. During my time at Alfalfa’s, I worked in the Grocery Department and Dale K. was the Store Manager. For a time, I worked the opening shift, which meant assuring shelves were stocked and faced, and topping off the bulk bins – all before the doors opened.
That is also the period I met Michelle, my wife, who started as a cashier and also was on the opening shift. During the days Michelle and I dated, I would be in the back of the store trying to sweep up about a hundred different beans and grains that had spilled, before the “opening bell.” Michelle would often sneak back and we would quickly make out (I have no idea how dated that term is, but that is how we started a handful of mornings).
One particular morning the GM at that time, who was an uptight sort, caught us and threatened a write up. Well…that write up never came my way. I have no paper trail of who intervened, but it had to have been Dale, who was on site that day and who smilingly turned a blind eye many times to our very human practice.
I honored, respected, and cared a great deal for Dale K. as a colleague…but much more as a warm and wonderful human. RIP Dale.
Mark Retzloff, Co-Founder and Former CEO and Chair, Alfalfa’s Market and Horizon Organic Dairy, and Co-Founder of Greenmont Capital Partners
Like so many, I am shocked and grieving Dale’s passing. Dale was a brother, best friend, confidant, partner, and an example to me. I am heartbroken, as is my wife, Terry. However, I want to ensure we honor Dale appropriately. We must all remember and appreciate Dale’s legacy of treating everyone with respect, kindness, and always giving his full attention. His style of leadership should continue to be an inspiration to us all.
I have been fortunate to have known Dale for 43 years. I hired Dale in 1982 to manage our first Alfalfa’s Market store in Boulder. Dale was quickly beloved by all Alfalfa’s employees and hundreds in the community. A hallmark of Dale’s was how well-liked he was in the natural and organic movement and industry as well as on a local, state and national level.
In 2019 when Dale received Naturally Boulder’s “Industry Leader/Community Champion” award, Joan Boykin had this to say about her old friend and coworker: “Dale is a prince among men, a person of inestimable value to the community. He is known for his fair, diplomatic, understated, and generous leadership style and admired by all who know him.”
The last two times I saw Dale was at my 75th birthday in September and at our Naturally Boulder Legacy gathering. He was so Dale – that generous smile, that immediate warmth, and that always caring communication. Dale was a gem and his many life lessons will now shine through the hundreds he has touched.
I write this tribute from Kauai where I am grieving big time. I took a long walk on the beach to consider what is really important in life. Ultimately, we are all just grains of sand, and we each count ourselves tremendously grateful for friends like Dale in our lives. Too briefly, but beautifully gracing our lives.
While many of us will be absorbing this profound loss to our community, I implore each of us to send love and support to Dale’s wife, Lisa, and his children Lani and Kenji. Please consider supporting Dale’s family through their GoFundMe.
Joan Boykin, President, Boykin Consulting, Former Executive Director, The Organic Center, and Former Director of Marketing for Alfalfa’s Market, Celestial Seasonings, New Hope Network and Fresh Produce Sportswear
Dale was a consummate professional, an expert in retail operations and merchandising, and with a keen eye and mind for marketing, too. Yet, as I reflect on Dale’s contributions to the industry, it wasn’t so much about all he did, but about the manner in which he did it. He was calm and unruffled in every imaginable situation — always finding solutions to vexing problems — and I never heard a harsh word from him. I’ll remember him always for his kindness and warmth and will miss him dearly, as will countless others in our community.
Lyle Davis and Sylvia Tawse, Veterans of Alfalfa’s Market and Founders of the Fresh Ideas Group and Pastures of Plenty
When asked to describe Dale K. (everyone called him that!), Lyle Davis, who worked with Dale for nearly 18 years, said, “Sweet and steady – that was Dale I never once saw him angry or agitated.” Sylvia R. Tawse, who also worked with Dale at Alfalfa’s Markets and remained friends beyond the Alfalfa’s era, remembered working as a Marketing Manager at the Boulder store and being overwhelmed with local nonprofit requests for donations. She went to Dale to seek solutions to a tidal wave of requests. “I’ll always remember Dale’s calm and wise response. He said, ‘We just always find a way to say yes to our community.’ This lesson in generosity and inclusion has inspired and guided my decisions for three+ decades.”
Sylvia also remembers working on a ‘Healthy Choices’ newsletter story with Dale to share his family’s New Year’s recipes and traditions. Dale teared up respectfully when unveiling his grandparents’ story – a challenging time when they were interned up near Fort Collins. The recipe? A most generous New Year’s Eve soup with generous and warming ingredients. Just like Dale.
The last time Sylvia saw Dale K. was at a Naturally Boulder gathering in early October. She is forever thankful to have seen him with his iconic warm smile, and to have a big bear hug with him. All of the Alfalfa’s family and our natural and organic products industry benefitted from Dale K., and we still do. His legacy of managing through calm kindness lives on.
John Hay, Co-Founder, Celestial Seasonings
Having worked with Dale on and off over the past 40 years, I can truly say he was a very special human being. He knew all about the natural and organic food industry and had key relationships with most all of the folks in that world. Dale was a people person, and his positive and gracious personality was his greatest strength. He genuinely cared about your product, your business, but most of all about you, and that is why he was so successful throughout his long career.
Blair Kellison, Former CEO, Traditional Medicinals*
The natural foods industry’s culture of kindness and respect was set early in its inception by exceptional individuals like Dale. He embodies everything about the culture that makes our industry so special. He had a way of making each of us feel we were his favorite. I am lucky to be one of those people. The enduring nature of the HNF industry’s culture is the greatest testament to Dale’s memory. Godspeed Dale.
Bill Capsalis, Natural Products Industry Veteran and Former Executive Director, Naturally Boulder
Dale K. was a friend of mine … actually he was a friend to everyone he met. I had the pleasure of knowing him for more than 20 years as a member of the Naturally Boulder community. He would always make time for me or any of the new brands I was helping (including one I was running) to review the products and provide feedback and support. He never turned anyone away from his door while at Alfalfa’s and later at Presence Marketing. He was always kind and positive every time we saw each other. A few years back we recognized Dale with Naturally Boulder’s Community Hero Award, which was well deserved. He will be missed by so many people here and across the industry.
Debbie Wildrick, President, Frey Farms, Former Strategic Advisor, Beyond Brands, and Former CEO, BAZI Inc.*
To Dale’s family, I was deeply saddened to read today about Dale’s passing. My deepest condolences. Dale worked for me for several months when we were building a source water from Brazil. I was just speaking to my business partner the other day (just a couple of weeks ago). And, he said, “Do you remember when we all in Naples for a meeting and went to have sushi and Dale taught us how to properly eat with chopsticks?” I later moved to Denver and saw Dale often at events, especially Naturally Boulder. A very wonderful man.
JJ Rademaekers, Founder, Cocomels*
Dale was such an amazing introduction to this industry for me. When I started Cocomels at the Farmers Market, Dale was the first local buyer to express interest. Not only did he bring Cocomels into the store but he offered his time and insights so that I could understand what I was getting into and how to do it. After that, we’d meet occasionally and I’d ask a barrage of questions and he’d always give me his attention and time. He became a friend and ally in the industry and I always enjoyed bumping into him at events or shows. I’m so sorry to hear of his passing. He was a great guy who really showed interest and support for me and my journey. I will always be appreciative. Much love to his family and friends.
Steve Ehli, Natural Products Industry Veteran and Former Team Member, Presence Marketing
I met Dale in the late ‘70s and we stayed in touch through the decades. I was so pleased we got to spend several years working for the same company at Presence Marketing until I retired at the end of 2021. A kind soul and a consummate professional who dedicated his life’s work in service to grow our industry. Dale will be missed by many. The world needs more like him! My thoughts and prayers are with his family.
Kelly Shea, CEO, Shea & Associates, Former SVP of Government & Corporate Affairs, Charlotte’s Web and White Wave Foods, and Former VP of Sustainability, Sales & Trade Relations for Danone
I often saw Dale outside of his day job. His passion for “giving back” was legendary. His decade-plus volunteering on the Organic Trade Association’s annual campaign, and his passion for Boulder’s Community Food share showed Dale’s big-hearted spirit of charity. What a man! The world was better for Dale Kamibayashi in it. I went to university in Japan and spoke a little Japanese. I shared with Dale that I thought his last name must mean “bridge of God.” I imagine him walking that now.
Steve Terre, Natural Industry Veteran and Former VP of Sales, Traditional Medicinals
Sayonara Dale-San
We mourn the premature departure of a beautiful human being
His countenance
Was calmness
His bearing beneficent
His mode passionate and considerate
His smile luminous
His greeting warm and generous of spirit
Godspeed my brother on your next journey
You will be sorely missed
Too soon gone!!!
* Source: Dignity Memorial. Read more shared memories of Dale Kamibayashi by his family, colleagues, friends and community at Dignity Memorial.
Two Films, One Message: The Solution to Human and Environmental Health Is Right Under Our Feet
This article first appeared in Presence Marketing’s October 2023 newsletter.
By Steven Hoffman
Two new feature-length documentary films, Organic Rising and Common Ground, released in October, demonstrate clearly that the time is now for industry, government and the public to fully embrace the potential of organic and regenerative agriculture.
Through interviews with thought leaders, farmers, scientists, celebrities and industry experts, plus animation to help convey complex concepts, both films convey a powerful message that the way we produce our food and treat our nation’s soil directly impacts climate change and our health.
Organic Rising, sponsored in part by Presence Marketing, documents the history of organic food and farming and the growth of the organic products market, from the early influences of J.I. Rodale, Sir Albert Howard and Rachel Carson to the back-to-the-land movement of the 1960s to today’s $60-billion organic food marketplace.
Ten years in the making and directed by Pulitzer Prize and Emmy Award-winning National Geographic photojournalist Anthony Suau, Organic Rising also contrasts the history or organic against a backdrop of the widespread usage of toxic pesticides over the past 80 years. Narrated by organic industry advocate Elizabeth Kucinich and actor Simon Harrison, the film also documents how glyphosate has become the most widely used pesticide in history, along with its adverse impacts on human, animal and environmental health.
According to former executive director of the Rodale Institute Mark Smallwood, interviewed in Organic Rising, organic crops can produce higher margins than conventional, so price outweighs any difference in yield, he asserts. In fact, organic can be more profitable than conventional, especially in seasons of drought and flood, where organic farming can actually outperform conventional agriculture. “Conventional uses chemistry; organic farmers build soil,” Smallwood said.
In addition to interviews showcasing pioneering organic farmers, entrepreneurs, chefs including Dan Barber, and indigenous leaders including Winona LaDuke, Organic Rising also features interviews with internationally renowned agro-ecology expert and author Vandana Shiva, and the late Ronnie Cummins, co-founder of the Organic Consumers Association, Regeneration International and Vía Organica.
The film Common Ground is the sequel to Kiss the Ground, which, when released in 2020, was the one of the first full-length documentaries to explore how regenerative organic agriculture can sequester enough carbon from the atmosphere to reverse climate change. Featuring an all-star cast of narrators including Woody Harrelson, Rosario Dawson, Donald Glover, Jason Momoa, Ian Somerhalder and Laura Dern, Common Ground was directed by husband and wife team Rebecca and Josh Tickell, who also directed the first Kiss the Ground film.
Common Ground chronicles the struggles and triumphs of a politically and culturally diverse group of farmers, ranchers, scientists, and advocates who all share one thing in common: they believe in a way of ecological farming that builds soil. By using a combination of traditional knowledge and wisdom and modern technology, the farmers and ranchers in the regenerative movement make more money and grow more nutrient-dense food than their “conventional” farming counterparts, assert the film’s directors. The “regenerative pioneers” featured in the film claim that to save humanity from future environmental catastrophes, we must first save our soil. “Common Ground shows that soil is quite possibly the most valuable substance on our planet, because if our soil dies, we also die,” they cautioned.
“Coming from a legacy farming family myself, I’ve witnessed and experienced in my family the very real health impacts of our current food system. In fact, the old farmer you see in the film buying grain and taking out a loan is my dad. Josh and I have a long history of making and distributing advocacy docs, but all of them have led us to Common Ground. We need to turn this movie into a movement,” said Rebecca Tickell.
Speaking to the potential of regenerative agriculture to heal the planet, former conventional and now regenerative farmer Gabe Brown shared the following: “I often get asked, ‘what makes you think this can occur in the world,’ and I answer, ‘because it’s nature.’ Nature is always self organizing, self healing, self regulating. If we can cover the earth in a biodiverse array of plants and animals and insects we wouldn’t hear about climate change anymore. We wouldn’t have this human health crisis. We would have food that is truly nutrient dense,” he said.
Woody Harrelson ends the film with a final thought, “So remember this, next time you look up at that night sky, think about where you are. You’re on the only planet we know of that’s filled with life. The one thing that’s keeping us all alive, is that soil you’re standing on.”
Watch the films here or see them in select theaters now:
Organic Rising — https://www.organicrisingfilm.com
Common Ground — https://commongroundfilm.org
Steven Hoffman is Managing Director of Compass Natural, providing public relations, brand marketing, social media and strategic business development services to natural, organic and sustainable products businesses. Contact steve@compassnaturalmarketing.com.
Is Cell Cultured Meat Safe for Humans and the Environment?
This article first appeared in Presence Marketing’s September 2023 newsletter.
By Steven Hoffman
Now that two California-based companies, Upside Foods and Good Meat, have received approval by the FDA and USDA to sell their lab-grown chicken products in restaurants before going full retail, the U.S. joins two other countries, Singapore and Israel, as the first to allow commercialization of cell cultured meat products.
What do natural channel industry members need to know about this new and controversial technology?
One thing seems certain: cell cultured meat, derived from and produced with biological materials sourced from animals, is not vegan. Few think it’s natural and many question whether it’s humane or safe for consumers to eat, at least in its present iteration. Despite being touted by such chefs as José Andrés, some experts question whether lab-grown chicken is even chicken. The ability to scale, along with potentially significant environmental impacts and production costs, are also top concerns for industry and consumers alike.
“We know that one company is using genetic engineering to create and immortalize chicken fibroblast and/or myoblast cell lines. They select for cells that they can bulk up in a suspension culture. However, growth factors used in the suspension culture may come from sera sourced from bovine, pig or other animal sources,” Michael Hansen, Ph.D., Senior Scientist with Consumer Reports, told Presence News.
“If you’re buying chicken, you need to know if it was made with bovine or pork materials. How will consumers and those that follow special diets know if it’s not labeled?” Hansen asked. “Restaurants do not have to label.”
Countering cruelty free claims made by marketers of cell cultured meat, Hansen added, “The notion that this is cruelty free? They’re using fetal bovine serum derived from slaughtered cattle. They are, in fact, using a lot of material from animals. Let me be straight up clear: they are not cruelty free.”
In addition, Hansen raised concerns about the nutritional quality of the meat produced using cell culture technology. “Nutritionally, normal cholesterol levels in ground chicken average 45.4 mg/dL. However, cholesterol levels were reported five to 10 times higher in lab-grown, cell cultured chicken products,” he pointed out.
Safety, too, is a major point of concern for Hansen, who has been sharing his scientific expertise with Consumer Reports for more than 20 years. “People haven’t eaten these kinds of things before. We don’t know the downside and there have been no adequate health or safety studies conducted, to date.”
Josh Tetrick, CEO of Eat Just and Cofounder of Good Meat, feels differently about the safety of his cell cultured chicken product.
“So how do we do it?” Tetrick explained in an April 2022 interview with The Venture podcast. “We start with a cell. And we can get that cell from an egg, from a fresh piece of meat, or from a biopsy of an animal, so we don’t need billions of farmed animals anymore. Then we identify nutrients to feed the cell, since we need our own version of feed. And it’s not that different. It’s amino acids, vitamins, and minerals—stuff that enables our cell to grow. And then we scale up and manufacture it in a stainless-steel vessel called a bioreactor that looks like something you’d see in a microbrewery.
“And that’s how we make meat. That’s the process we used to make meat that’s served in Singapore today. That’s the process that we’ll be using as we build out larger facilities in North America, Singapore, and elsewhere. It’s cleaner, so there is little to no risk of salmonella, E. coli, fecal contamination, or other zoonotic diseases. Ultimately, we think it will be more efficient. The goal is to get below the cost of conventionally produced chicken,” Tetrick told The Venture.
“Because as proud as I am about launching with a handful of restaurants, that’s not the point. The point is to get to a world where the vast majority of meat consumed doesn’t require the need to slaughter an animal, cut down a tree, use antibiotics, or accelerate zoonotic disease. We’ve got to get to that world. And we’re only going to get to that world when we figure out a way to manufacture at scale. And we’re only going to get to scale when we figure out how to engineer this unprecedented bioreactor. And that’s why we’re putting so much energy into figuring it out,” Tetrick added.
“Yes, but what’s in the feed stock for the nutrient medium in which such products are grown?” natural products industry veteran and retail specialist Errol Schweizer asked.
“Billions of dollars of speculative investment have flowed into this space. The volumes of cell cultured meat needed to turn a profit for investors will necessitate millions of pounds or gallons of nutrient mix annually,” Schweizer said. “Will the feed stock be derived from cheap, plentiful but chemical-laden by-products of GMO agriculture, particularly soy and corn?
“And what are the environmental and health impacts of these feedstock raw materials? The industry will need to figure out how to dispose of the biological waste as a result of this process, as well. And because a lot of companies don’t want regulatory scrutiny beyond what already exists in the food industry, it’s going to take a lot of public pressure to get stronger labeling and federal oversight measures in place,” Schweizer told Presence News.
Max Goldberg, Founder of Organic Insider, questions the environmental benefits of cell cultured meat. “This is a very risky, unproven and highly processed food technology, and research published in May from the University of California at Davis shows that cultivated meat could emit up to 25 times more carbon dioxide equivalents than conventional beef. Yet, is anyone the least bit surprised? This is the classic playbook from the GMO industry – sell the public and investors on a great story but fail to deliver on the promises. Furthermore, no one has any idea of the possible unintended side effects of consuming this novel food product,” he told Presence News.
At the end of the day, will consumers accept such products? According to an international research group led by Ashkan Pakseresht from Novia University of Applied Sciences in Finland, consumer studies indicated at least seven factors affecting consumer acceptance of culture meat products: public awareness, risk-benefit perception, ethical and environmental concerns, emotions, personal factors, product properties, and availability of meat alternatives.
“Like any new food, the ultimate success of cultured meat depends on consumer acceptance,” the researchers said. “Environmental and ethical concerns stimulate a desire to preserve the environment and encourage consumers to accept more sustainable food production systems. However, it was surprising to learn that ethical and environmental concerns prompted consumers to be willing to pay a premium price for purchasing meat substitute (e.g., plant-based substitutes), but not necessarily cultured meat. The results indicated that the environmental advantages alone do not seem to be a strong motivation to compensate for perceived risks (or disgust impulse) of this novel technology,” Pakseresht told Food Navigator.
How will these products be presented to the public? According to Food Republic, a major hurdle has been determining how to label lab-grown meat in a way that would be transparent for consumers. “After a long process that has included debate and public feedback, the USDA has ruled that the lab-grown chicken will be labeled “cell-cultivated,” the magazine reported in June 2023.
“The USDA’s approval of our label marks a major step forward towards our goal of creating a more humane and sustainable food system,” said Dr. Uma Valeti, CEO and Founder of Upside Foods, in a press release about the decision.
At the end of the day, will grocers, distributors and others dedicated to the healthy lifestyles market and the natural retail channel be willing to sell cell cultured meat? As Bill Weiland, Co-founder of Presence Marketing, puts it, “We prefer to sell plant-based meat, not meat made in a plant.”
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. Compass Natural serves in PR and programming for NoCo Hemp Expo and Southern Hemp Expo, and Hoffman serves as Editor of the weekly Let’s Talk Hemp Newsletter, published by We Are for Better Alternatives. Contact steve@compassnaturalmarketing.com.