Exclusive Invitation: 'Focus on the Farmer' Webinar Offers Tools for Transitioning to Organic
Compass Natural Presents
Focus on the Farmer
On behalf of USDA and the Great Plains TOPP, you're invited to join us for a free educational webinar:
'Navigating the Transition to Organic:
A Roadmap for Success'
Opportunities are there for transitioning and existing organic farmers. But what are the obstacles and where are the resources, technology and assistance to support hemp farmers and others who are transitioning to organic?
For producers interested in learning more, join us for the first event in the Focus on the Farmer education series.
Aug. 29 from 10:30 am to 12 pm MDT
All registered webinar guests will receive a FREE PDF DOWNLOAD of the presentation with links to key resources.
ABOUT:
This series is a collaboration between Compass Natural and USDA’s Transition to Organic Partnership Program (TOPP). The mission of TOPP is to foster organic agriculture and make much-needed resources and technical assistance available to transitioning and existing organic farmers. Compass Natural is a Colorado-based communications agency specializing in natural and organic food and agriculture.
We encourage you to share this with friends, family and fellow farmers!
For questions about the webinar or to nominate a speaker for a future event, please email news@compassnatural.com
Compass Natural Marketing Partners With USDA in Major Organic Farming Initiative
Leading natural and organic marketing communications agency selected to manage a series of key events to support farmers transitioning to organic
BOULDER, Colo. (Aug. 11, 2023) — Compass Natural, a Boulder, Colo.-based PR and communications agency with a deep commitment to organic and regenerative food, agriculture and the environment, has entered into a cooperative agreement to support the USDA’s Transition to Organic Partnership Program (TOPP). This $100 million, five-year program is a critical part of the USDA’s Organic Transition Initiative — the largest single investment in organic agriculture ever made by the USDA.
TOPP is designed to foster organic agriculture and make much-needed technical assistance available to transitioning and existing organic farmers. TOPP is building partnership networks in six regions across the U.S., working with trusted organizations like Compass Natural to create and administer farmer mentorship, education and community-building programs.
“We are thrilled to partner with Compass Natural on the Transition to Organic Partnership Program,” says Brandon Hill, OCIA International’s program director for the Plains Region TOPP. “As the agency has a deep connection to organic markets, it is a great fit to help make the connections producers will need to successfully transition to organic.”
Compass Natural is one of 16 select organizations partnering with OCIA International in TOPP’s Plains Region, encompassing Colorado, North Dakota, South Dakota, Nebraska, Kansas and Oklahoma. Compass Natural will manage a series of key events for farmers throughout the Plains Region during the second half of 2023. Using a contact list of more than 25,000 industry leaders, decision-makers, producers and major media members involved in organic food and agriculture, Compass Natural will bring together key experts and farmers to support the mission of the TOPP program.
‘Focus on the Farmer’ Fall Series Kicks Off With Aug. 29 Webinar
Compass Natural will kick off a Fall “Focus on the Farmer” education program on Aug. 29, 2023, with the first of a series of monthly webinars. Registration is now open. Farmers can sign up here.
August panelists will include:
· Dr. Gene Kelly, professor of pedology, deputy director of the Colorado Agricultural Experiment Station and the associate director for research in the School of Global Environmental Sustainability at Colorado State University (CSU).
· Tina Owens, senior fellow of Regenerative Agriculture, leading the Nutrient Density Alliance, a program within the Soil & Climate Alliance at Green America. Tina has been working as a sustainability leader within the organic sector since 2008 for several of the largest organic brands in the world, including enabling on-farm transition to organic and regenerative practices.
· Mark Retzloff, a pioneer in the organic and natural foods industry with a 47-year career including co-founder of Alfalfa’s Markets, co-founder of Aurora Organic Dairy, co-founder of Horizon Organic Dairy and former chairman of the Organic Food Alliance.
Live Symposium Planned for November 2023
The Fall Series will conclude with a live, one-day networking and education event in November. It will bring together world-class experts and farmers to discuss subjects related to transitioning to organic. Topics will include key organic resources, the regeneration of soil and carbon sequestration, best practices in pest control, organic farming and ranching production, and handling, financing alternatives, value-added product development and more.
Upcoming events will also highlight community-building initiatives like TOPP for Indigenous Producers; Linking Organic Consumer Packaged Goods Brands With Organic Producers in Transition; and Financing, Grant and Funding Options for Organic Producers. Technical assistance and training initiatives include TOPP for Hemp/Grain Farmers in the Plains Region, TOPP for Specialty and Produce Growers, and TOPP for Western Slope Fruit and Specialty Crop Producers.
“Compass Natural is honored, grateful and excited to be partnering with TOPP on such an important program focusing on supporting farmers as they transition to organic,” says Steven Hoffman, founder of Compass Natural. A former agricultural extension agent and graduate of Penn State University, a land grant college, Hoffman adds, “We look forward to educating farmers about the true value of organic in building resiliency in their farm operations.”
About Compass Natural
Based in Boulder, Colo., the “Epicenter of the Natural Products Industry,” Compass Natural is a boutique communications agency serving the rapidly growing market for natural, organic, socially responsible, eco-friendly and other healthy lifestyles products. Founded in 2001 and driven by a commitment to create a better world through business, Compass Natural is a leader in the Lifestyles of Health and Sustainability (LOHAS) market.
About TOPP
Transition to Organic Partnership Program (TOPP) is a program of the USDA Organic Transition Initiative and is administered by the USDA Agricultural Marketing Service (AMS) National Organic Program (NOP).
Media Contact
Steven Hoffman, Compass Natural, steve@compassnatural.com, tel 303.807.1042
AI Leads Tech Transformation in Natural Foods
This article first appeared in Presence Marketing’s August 2023 newsletter.
By Steven Hoffman
While 2023 may not be the year the singularity took place, with the launch of the first user-friendly artificial intelligence (AI) chat bot, ChatGPT, it could well go down in history as the Year of AI.*
From regenerative organic agriculture and nutrition research to product development, marketing, distribution and retail operations, business leaders in the natural channel are already finding multiple uses for this nascent yet transformative technology. A growing number of natural and organic products companies are taking the lead in employing AI automation, and such uses across the supply chain are growing as exponentially as the technology upon which it is based.
For the grocery industry, AI is projected to generate $113 billion in operational efficiency and new revenue by 2025. In a June 2023 study by data analytics firm Grocery Doppio, conducted in partnership with FMI – The Food Industry Association, and based on interviews with 152 grocery executives, implementation of artificial intelligence in supermarkets is expected to grow by 400% by the end of 2024. In addition AI “could eliminate 18% of store associate positions, 73% of store tasks and 53% of shopper queries,” reported Winsight Grocery Business.
AI adoption will deliver $113 billion in operational efficiency and new revenue opportunities for the grocery industry by 2025. Source: The Times They Are A-Changing: Impact of AI in Grocery. Source: Grocery Doppio
According to Grocery Doppio’s findings, inventory management savings could account for more than half of the estimated $113 billion in value. AI also will help grocers save billions in merchandising costs through advancements in product assortment and pricing optimization. Other savings include marketing, store operation costs, and IT technology.
While AI is not necessarily a new area for the grocery industry, grocers are focusing more on the “responsible, ethical use” of artificial intelligence,” said Mark Baum of FMI in a July 13th, 2023, Grocery Dive report. One quarter of retailers and more than a third of suppliers are using artificial intelligence (AI) to track product preferences and spending to anticipate consumer wants and needs, according to FMI’s 74th annual survey, The Food Retailing Industry Speaks 2023. “Every CEO needs to at least think like a CIO, if not act like a CIO, going forward. We’d like to say these days if you’re not technology enabled, you’re competitively disadvantaged,” Baum said.
Yet, a major concern among grocery and other workers is that AI could automate or partially automate up to 300 million jobs over the next decade, according to a study by Goldman Sachs. The industries most impacted by AI-driven automation will be “office and administrative support” and “legal.” However, according to Goldman Sach’s findings, “Once AI is implemented, workers will be more productive leading to an overall increase in output. This could lead to a 7% increase in annual GDP, equivalent to an astounding $7 trillion.”
Read on to learn how some early adopters in the natural and organic products industry are making innovative use of AI technology.
Research and Product Development
Dietary supplement companies have been utilizing AI to speed up the research of nutritional compounds. Companies like Brightseed employ machine learning to develop bio-active phytonutrient compounds to support gut health. Supplement maker Nuritas, recipient of Nutrition Business Journal’s 2023 Science and Innovation Award, employs artificial intelligence to identify “novel health-benefitting ingredients” and “the best plant-sourced, cell-signaling peptides,” said Nuritas founder Nora Khaldi.
In a July 2023 podcast, The Natural List, Aadit Patel, VP of Product Engineering at NotCo, a plant-based food technology company, shared how it uses AI and “the right balance of technology and humanity” to bring novel plant-based meat and dairy alternatives to market.
In related news, researchers at Northeastern University have developed an AI algorithm, FoodProX, that can predict the level of processing in food products and if a food has been “ultra-processed.” Such information is important for researchers in examining the health impacts of processed foods, Neuroscience News reported in June 2023.
Marketing
In an in-depth interview in Strategy Magazine, Arjan Stephens, President of leading organic food manufacturer Nature’s Path, shared that AI helps the company deal with inflation and competition by creating more targeted messaging in a quicker timeframe.
“The aim is to educate consumers on our commitment to fueling healthy communities as well as the inherent value of supporting and investing in a triple bottom line business like ours. A.I. has been a huge part of driving efficiencies in getting more strategic content to market more quickly. It not only enables us to swiftly create and distribute content, but to also respond more efficiently to consumer feedback and shopping behavior changes. This will continue to be critical to competing in a market that is oversaturated in greenwashing and misinformation,” Stephens said.
Distribution
Distributors, in particular, are looking to AI – and even AI-powered robots – to optimize supply chain and transportation logistics. Leading natural foods distributor UNFI in June 2023 announced a partnership with Finnish firm RELEX Solutions. Driven by AI and machine learning, RELEX will work with UNFI to consolidate and replace multiple UNFI buying systems into “one enhanced process, combining a more robust analysis of demand with a more granular approach to procurement,” UNFI said in a statement.
UNFI’s new AI platform is expected to become operational over the next 12 to 18 months. “As part of UNFI’s multi-faceted transformation agenda, we’re continuing to implement cutting-edge technology to improve the customer and supplier experience, while increasing operating efficiency,” said Erin Horvath, Chief Operating Officer at UNFI. In March 2023, UNFI announced that it would utilize robots powered by artificial intelligence and software automation and new scanning technology at its distribution center in Centralia, Washington.
Grocery wholesale cooperative Associated Food Stores (AFS) also plans to deploy robotics and AI-powered automation technology at is distribution center in Farr West, Utah, according to a May 9th, 2023, report in Winsight Grocery Business. Working with technology company Symbotic, AFS’s end-to-end automation system will include robotic case-pick capabilities “to enhance a range of retail-facing experiences,” including supply, expanded assortment and product delivery to stores.
Seeking to disrupt the traditional natural products distribution sector, Pod Foods claims it offers the first truly “infinite” warehouse for food procurement in the industry while providing retailers with data-driven, relevant access. The engine is powered by the company’s “Pod Bytes” data platform, which synthesizes data from its B2B marketplace, economic indicators, and other grocery-adjacent and third-party sources, the company said. The built-for-grocery models provide retailers with personalized, AI-enabled insights across all areas of discovery, including product placement, procurement, inventory optimization and market opportunity. The result is access to an endless yet personalized assortment of products, targeted to each retailer based on consumer purchasing behavior, desired retail margins, local trends, and more, the company says. Pod Foods in April 2023 appointed former VP executive and CPG veteran Michael Schall as President.
Retail
At The Fresh Market, which operates 160 stores in 22 states, longtime marketing partner Firework is implementing a patent-pending artificial intelligence platform to enhance The Fresh Market’s video content for consumers. The technology will allow shoppers to ask questions and receive sophisticated, real-time answers in The Fresh Market’s in-video chat feature. Viewers will be able to ask such questions as, “What is the recipe for the salad being made in this video?” and the AI chatbot will list the ingredients.
“The new AI engine makes use of a large language model (LLM), can understand and respond in a wide range of languages, and can be customized to reflect each brand’s unique voice,” The Fresh Market said in a statement. The new technology will be available on The Fresh Market’s website and its shoppable video live commerce retail media network. “Our customers are looking to engage with our brand in real time, both online and in store. With Firework’s generative AI technology, we can be certain that customers will receive prompt, friendly and personalized support whenever they choose to engage with our video commerce content,” said Kevin Miller, CMO at The Fresh Market.
Shoppers at Sprouts Farmers Market can now use an AI-based shopping assistant called Quin. The phone-based app from New York-based developer Verneek can answer spoken or typed questions about items sold in the stores and provide information about recipes, keto-friendly options, nutritional value and more. “As technology continues to evolve, Sprouts is always exploring new and innovative ways to improve our customer experience while providing joy in healthy living,” Sprouts said in a statement. Nasrin Mostafazadeh, Cofounder of Quin, said in ArcaMarx Magazine in April 2023 that the timing was right to launch Quin in grocery stores. However, he noted, Quin is not intended to replace grocery workers but to supplement them, giving them more time to focus on their job responsibilities, such as stocking shelves, doing inventory or checking out customers.
On THRIVE Market’s blog, the online retailer helps customers evaluate the best AI recipe generators. “There are now lots of websites that use AI machine learning to populate recipes based on ingredients, dietary restrictions, and even cooking skill level,” wrote THRIVE blogger Amy Roberts. “Some create a recipe based on ingredients you have on hand, while others churn out a recipe based on a query, like ‘Make a gluten-free chicken parmesan.’” Roberts reviewed ChatGPT for a vegan cheesecake recipe, Let’s Foodie for a red cabbage slaw, and PlantJammer for lasagna. “Did it work?” Roberts asked. “Surprisingly yes! The cheesecakes were a hit!” Though, Roberts admits she continues to refer to Pinterest for her own recipe ideas.
Using an organic food store as an example, AI platform Business Name Generator cites the following case study: “Consider the case of a budding entrepreneur, John, who planned to start an organic food store. He wanted a name that conveyed freshness, health, and sustainability. After struggling with brainstorming sessions, he turned to an online business name generator. He entered keywords such as ‘organic,’ ‘fresh,’ ‘healthy’ and ‘green.’ In seconds, the tool provided him with a list of potential names like ‘Freshly Organic,’ ‘Green Harvest,’ “Healthful Bounty’ and ‘SustainaBite.’ John was able to choose a unique and meaningful name for his store.”
Agriculture
For regenerative and organic farmers, AI technologies including machine learning and data analytics are being used to develop sophisticated monitoring systems that can provide farmers with real-time information about factors that affect soil health, including nutrient deficiencies and moisture levels. Combined with the use of sensors, drones and satellite imagery, AI algorithms are being used to analyze massive amounts of data to determine the optimal amount of water needed for each crop, reducing water waste, and ensuring that plants receive necessary nutrients for healthy growth. This not only conserves water resources but also helps to prevent soil degradation caused by overwatering, reported Marcin Frackiewicz in TS2 in May 2023.
At the University of California Davis, the AI Institute for Next Generation Food Systems (AIFS), funded in part by USDA, was launched in 2020 with a mission of meeting growing demand in the food supply by increasing efficiencies using AI and “bioinformatics” spanning the entire system from seed to shelf. Bringing more than 40 researchers together, AIFS says it aims to “bring artificial intelligence technology to the entire food system from crop breeding and farming to food production and nutrition. The institute will combine the development of the latest breakthroughs in artificial intelligence with preparing the food and agriculture industries to rapidly adopt them and ready the workforce.”
In addition, leading technology companies including IBM, Microsoft, Intel and others are focusing on developing artificial intelligence for use in agriculture and food production. Microsoft’s Project FarmVibes seeks to foster sustainable agriculture by collecting and analyzing data in from drones, sensors and other equipment to help farmers make real-time decisions about their crops. Intel and the National Science Foundation in 2022 invested $220 million in a number of AI ventures, including research in AI-Driven Innovation in Agriculture and Food Systems. Focusing on regenerative agriculture, IBM in 2022 launched IBM Regenerative Agriculture, which uses AI, data analytics, cloud technology and predictive insights to interpret agricultural and weather data and help farmers make decisions about crops.
“The food chain is a complex ecosystem that touches our everyday lives, and this is where AI has an advantage – by navigating the complex web of information, from farming to food distribution,” said Bryton Shang, CEO of Aquabyte in Forbes in July 2023. “It can help ensure higher-quality decision-making every step of the way.”
* Written and researched by a real human, with 40+ years’ experience in natural and organic foods and sustainable agriculture.
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.
Whole Foods Market Co-Founder John Mackey Launches Health and Wellness Company Love.Life
Natural and organic pioneer aims to transform health care as Whole Foods transformed grocery; company announces expansion of virtual health offerings and first flagship location
AUSTIN, Texas (July 27, 2023) – Love.Life, an integrated health and wellness company, is proud to announce the launch of its groundbreaking virtual health optimization programs and plans for its first flagship location slated to open in the summer of 2024. Love.Life provides a one-stop immersive health experience by combining nourishing food, evolved medical care, and cutting-edge wellness therapies.
The company's new optimization programs provide patient-centric medical care that is outcome-driven, personalized, and dedicated to addressing all aspects of an individual's health. With licensed physicians practicing telehealth nationwide, Love.Life empowers individuals to proactively improve their health by focusing on the root causes of chronic diseases and offering comprehensive solutions.
"Love.Life aims to transform the lives of millions of people," stated CEO and co-creator John Mackey. "The conventional medical system is fundamentally flawed, focusing on managing diseases and treating symptoms rather than prevention and finding the root cause. Studies show that 80% of chronic diseases can be prevented and reversed through diet and lifestyle changes, which are the focus of Love.Life's philosophy and are rarely included in conventional treatment plans."
Love.Life's medically supervised virtual programs far exceed the limitations of standard bloodwork testing, acute care models and transactional doctor-patient relationships of the conventional health care system. Through comprehensive testing and health assessments, individuals work in partnership with doctors to establish their true baseline health. This detailed information forms the basis of a customized, actionable plan that addresses both health risks and opportunities. Love.Life's virtual optimization programs offer a supportive environment, educational resources, and access to health and wellness coaching to facilitate the implementation, measurement, and sustainability of healthy habits.
"With grocery, we made natural and organic products mainstream, and Love.Life is going to play a similar role in the health and wellness industry. We're ready to support and empower millions in optimizing their health potential, proving that genes are not destiny," said Mackey.
"Health is highly personal, so it can be frustrating when you don't feel heard by your doctor or you leave the appointment feeling confused about test results and treatment options," said Dr. Brian Asbill, chief health officer, Love.Life. "The physicians at Love.Life evaluate all aspects of health to create highly personalized plans with — not for — patients. Whether you are seeking preventative care for overall wellness, struggle with an existing condition, or have not been able to pinpoint the root cause of a health issue, we want to offer a single source of clear, trusted, evidence-based care for patients."
Love.Life's board-certified physicians practice "lifestyle medicine" as the foundation of care and are guided by the philosophies of integrative and functional medicine. An emerging evidence-based field, lifestyle medicine evaluates various aspects of an individual's lifestyle, such as nutrition, movement, sleep, stress, and social connection, to provide a holistic view of health. The goal is to help people lead long, healthy, and vibrant lives by improving both lifespan and health span.
Love.Life's virtual health optimization programs are available to individuals across all 50 states and internationally, with three membership programs designed to support a range of health goals. The Healthy Lifestyle Program offers an entry-level option for individuals seeking to jump-start their well-being and proactively maintain their health. It includes an assessment phase of two 30-minute appointments with a physician with a recommended set of labs to assess the individual's baseline cardiovascular and metabolic health as well as key nutrient and vitamin levels. Group health and wellness coaching, educational content, and quarterly follow-up doctor appointments are also included.
The Longevity Program provides intensive, specialized care for specific health goals, including chronic disease reversal and proactive preventative care for optimization and wellness. Under this program, patients receive:
A more intensive assessment phase of 60-minute introductory doctor appointments, a detailed set of included labs, and tests to establish an individual's baseline of health.
Monthly 1:1 health and wellness coaching with unlimited messaging and at least one physician appointment quarterly.
Access to practical tools and exclusive educational content and advanced specialized assessments such as biological age, microbiome, continuous glucose monitoring, and body composition.
For the most comprehensive health and wellness care and more testing with assessments ranging from epigenetics and microbiome to cardiovascular and cancer screenings, the company also offers the Concierge Program.
As part of its commitment to revolutionizing health care, Love.Life has also acquired Mastering Diabetes, an established online coaching and education platform known for permanently reversing insulin resistance using food as medicine. This strategic acquisition complements the company's medically supervised care and enhances Love.Life's ability to provide evidence-based guidance and coaching services to combat various health conditions. The company recently launched Mastering Weight Loss and will continue to add specialized private and group coaching programs under its Mastering Programs service in the future. Cyrus Khambatta, Ph.D. in Nutritional Biochemistry, and Robby Barbaro, MPH, co-founders of Mastering Diabetes, are now members of Love.Life's executive team and lead the development of the company's coaching services.
In addition to its virtual offerings, Love.Life's commitment to providing comprehensive care includes physical locations offering medical care, fitness and wellness therapies, and healthy food under one roof. Its first flagship location, a 45,000-square-foot space in El Segundo, California, will launch in 2024, offering a fully integrated health experience. Love.Life's health-forward restaurant in Culver City is already open and will launch evidence-based meal prescription plans for specific health conditions once the adjacent medical and wellness components of the brand open. The company also operates Love Life Cafe in Miami love.life/restaurant/miami, which opened its new location in February 2023 with expanded seating, a bar, and new menu items.
To learn more about Love.Life's innovative medical programs or to book an appointment with a licensed physician, visit love.life/telehealth/healthprograms. For more information about Love.Life's Mastering Programs, including Mastering Diabetes and Mastering Weight Loss, visit love.life/masteringprograms.
About Love.Life
Love.Life is an integrated health and wellness company that makes lasting health and vitality attainable. The company unites the power of nourishing food, holistic medical care, and precision wellness therapies to promote healing, optimization, longevity, and community. The company was co-founded in 2020 by Whole Foods Market co-founder and former CEO John Mackey; Walter Robb, former co-CEO of Whole Foods; and Betsy Foster, a former executive of the grocer. For more information, visit www.love.life.
Media Contact
Robin Kelly press@love.life
Naturally Network Mid-Year Update: Natural Products Outpacing Growth of the Overall Marketplace
This article first appeared in Presence Marketing’s July 2023 newsletter.
By Steven Hoffman
There are “some key areas where natural continues to be really important and shoppers are continuing to engage despite inflation where they're saying, ‘Natural's important to me and I will continue to spend a little bit of extra money despite price.’” – Jessica Maniscalco, SPINS
Addressing the ongoing theme of inflation, Jessica Maniscalco, Senior Retail Insights Manager of market intelligence firm SPINS, said, “While the impact is still present in natural and specialty accounts, it’s being felt at a lesser rate than in conventional channels.”
Speaking at a recently held mid-year industry trends update webinar hosted by Naturally Network, Maniscalco shared that the drug, convenience and natural channels have seen lower price increases, “which lowers the growth rate compared to the conventional channel,” where price increases have been higher.
Source: SPINS
According to multi-year data tracking by SPINS, Maniscalco said that over time, “overall dollars have continued to grow across all positioning groups while units have been negatively impacted, especially with conventional products, which holds the lion’s share of sales.” Thus, while inflation is impacting overall unit growth everywhere, conventional products are being the most impacted.
“We all know what was going on with eggs most recently and how high the prices have gotten in terms of base price over the past year. So things like eggs, cereal, and bars were among the highest to increase their price. But what you'll notice that during this same time period is that natural and organic products within these same categories have held their prices at a much lower rate than the overall total category during the same time,” Maniscalco said.
Top Natural Categories Show Resilience
Maniscalco noted the top fastest growing categories for natural products, including infant formulas, creamers, salsa and dips, jerky and meat snacks, refrigerated entrees and a few others, are experiencing “exponential growth” versus overall category performance. She also pointed out that there are “…some key areas where natural continues to be really important and shoppers are continuing to engage despite inflation where they're saying, ‘Natural's important to me and I will continue to spend a little bit of extra money despite price.’”
In analyzing the composition of conventional, specialty wellness and natural products sales in brick & mortar retail over the past year, Maniscalco reported that specialty wellness products comprised about 15% of overall product sales. “But when it comes to dollar sales growth, it's lagging while contributing to only 10% of that overall bump. So, this is saying that specialty wellness sales are going up or the dollars are going up, but the price is holding at a lower rate than the conventional and natural products in these channels, so contributing less to the overall growth.”
Maniscalco also reported that, outside of grocery, pet care products and alcoholic beverages also continue to experience significant growth in the natural channel, and advised retailers to be aware of such attributes as “organic,” whose prices have held steadier over time compared to their conventional counterparts.
Source: SPINS
The Rise of the Values Oriented Shopper
In addition, Maniscalco shared data regarding the impact of the values-oriented shopper. “Value oriented has to do with people that are associating certain values or keeping those top of mind when they they're shopping at a store and engaging with products. And almost 50% of shoppers are considered value oriented and they shop differently. Almost 90% of them shop at least once a week, which is 1.2 times a more than the average shopper. So, they're a very valuable customer. When asked what was most important to them when they are going about their everyday shopping or look for new products, is they were really prioritizing ‘good for the planet’ attributes very highly” Maniscalco said.
With such a focus on sustainability, “shoppers are looking more and more now at not only what's good for you health-wise, but how the impact can really go further and whether it's good for the planet, good for animals, etc.,” she noted.
“The other thing that value oriented shoppers are looking for more and more now is functionality, and functional ingredients have been on the rise for several years now. But, it's great to see that it's no longer limited to just the vitamin section or beverages or bars, but really across all aisles we're seeing some type of integration with availability, and shoppers are really looking to get more bang for their buck now,” Maniscalco added. “We know that adaptogens in the form of mushrooms have been seeing huge gains in acceptance, especially since COVID, and they are being integrated in many ways across the store.”
The values oriented shopper “is a very valuable customer. When asked what was most important to them when they are going about their everyday shopping or to look for new products is they were really prioritizing good-for-the-planet attributes very highly. The key takeaway here is how important this shopper is,” Maniscalco emphasized.
SPINS will be releasing a full report later this summer.
Source: SPINS
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.
Courage in Cannabis, Vol. 2: Dr. Bridget Williams' New Anthology Celebrates Cannabis in Communities, Business and Medicine
COLUMBUS, Ohio (July 24, 2023) — The highly anticipated follow-up to the best-selling Courage in Cannabis anthology is finally here. The new volume by Dr. Bridget Cole Williams, M.D., celebrates everyday heroes who have found purpose through their relationship with cannabis.
Courage in Cannabis, Volume 2: The Triumphant Stories is a new compilation of stories that offers unique perspectives on the cannabis plant’s power in business and medicine and in building more resilient communities.
Following the success of the first edition, which won several awards, including Best New Release and International Bestseller on Amazon, Courage in Cannabis, Volume 2: The Triumphant Stories promises to be another compelling read that will challenge the stigma associated with cannabis and showcase the incredible potential of this plant.
Dr. Bridget Cole Williams, M.D., is the author of Courage in Cannabis, Volume 2: The Triumphant Stories. Learn more here.
Dr. Bridget Cole Williams, M.D., is a renowned board-certified family physician, seasoned author, advocate and consultant in the cannabis industry. She has worked tirelessly to elevate the voices of marginalized communities in the cannabis debate.
She has compiled the stories in Courage in Cannabis, Volume 2: The Triumphant Stories with a keen focus on the diverse facets of cannabis use among people of all walks of life.
“I’m thrilled to share these stories with readers — stories that illuminate the courage and strength of so many who have found strength in cannabis,” says Williams. “The diverse experiences and stories in this volume serve as a reminder of the power of the human spirit, and I’m grateful for the opportunity to share them.”
The book features contributions from doctors, lawyers, patients, caregivers, participants in the legacy market, entrepreneurs and advocates. These stories of perseverance and determination are proof that, even in challenging times, courage and resilience can shine through. The authors candidly share their personal experiences and the lessons learned from their journey.
Adam Wilks, CEO of Tyson 2.0, wrote the foreword for Courage in Cannabis, Volume 2. Wilks believes in the importance of sharing stories of courage and inspiration in the cannabis industry, saying: “These individuals have found their courage in cannabis, and their stories are nothing short of inspiring. They showcase the many different ways in which cannabis can positively impact people’s lives and help break down the unfounded stigma associated with its use.”
Dr. Bridget Cole Williams, M.D., asserts that the book’s goal is to share inspiring stories in the changing times of cannabis acceptance.
“The Courage in Cannabis book series is an inspiring and educational time capsule of the progression out of prohibition and an evolution in health care,” she says. “I wanted to be on the right side of history and document the people and stories that made change happen.”
Courage in Cannabis, Volume 2: The Triumphant Stories by Dr. Bridget Cole Williams, M.D., is available for purchase online and in bookstores. The e-book will be released on July 29. The paperback will be available on Aug. 1 and can be pre-ordered here.
To learn more about Courage in Cannabis, Volume 2: The Triumphant Stories by Dr. Bridget Cole Williams, M.D., visit: https://www.courageincannabis.com/.
Learn more here about Courage in Cannabis, Volume 2: The Triumphant Stories.
About Dr. Bridget Cole Williams, M.D.
Dr. Bridget Williams is an accomplished family physician. She is board-certified and renowned for her expertise in the field of integrative medicine. Having spent nearly two decades offering exceptional family medical care at The Cleveland Clinic, Dr. Williams now incorporates this experience into her life and cannabis coaching certifications to provide her patients with the best possible care.
Media Contact
Steven Hoffman, Compass Natural, steve@compassnatural.com, tel 303.807.1042
JAMBAR Inks Sponsorship Deal With Neely Spence Gracey, Stroller Mile World Record Holder and 4x Olympic Trials Qualifier
Organic Energy Bar Created by PowerBar Founder Helps Fuel Gracey’s Active Lifestyle
SAN RAFAEL, Calif. (July 18, 2023) – Organic energy bar maker JAMBAR announced today that it has signed distance runner and four-time Olympic Trials qualifier Neely Spence Gracey as a sponsored athlete. Three weeks ago, Gracey shattered the Stroller Mile World Record by more than 30 seconds, coming in at 5 minutes, 24 seconds while pushing her 2-year-old son. On Team JAMBAR, Gracey joins athletes including Olympic Gold Medalist Jonny Moseley, pro cyclist and Gravel Hall of Famer Ali Tetrick and pro freestyle skier Ryan McElmon.
“JAMBAR was created by someone like me – a lifelong runner and a mom,” said Gracey. “It’s my go-to energy bar, and since JAMBAR has only clean ingredients, I can also feel good about giving them to my kids.”
Neely Spence Gracey
Gracey is currently training for the U.S. Olympic Team Trials in the marathon, which will be held in February 2024. She has represented Team USA five times, including at the IAAF World Cross Country Championships and at the Pan American Games. In college, she was an eight-time NCAA DII National Champion. In 2016, she was the top American woman at the Boston Marathon. Gracey serves as head of running for Guava Family, the stroller brand she used to set the stroller mile world record.
She is the founder of Get Running Coaching and is celebrating 10 years as a coach for her business. She recently co-authored Breakthrough Women’s Running: Dream Big and Train Smart.
“Neely is an inspiring example of how motherhood and elite athletic performance aren’t mutually exclusive,” said Jennifer Maxwell, creator and CEO of JAMBAR and co-founder of the original PowerBar. “We’re so excited to be working with her and cheering her on as she trains for the Olympic Trials.”
Gracey said she was drawn to JAMBAR due to its commitment to organic nutrition and the fact that the company gives back. JAMBAR donates 50% of after-tax profits to organizations that support active living and music. The name is inspired by Maxwell's passion for music, and the bars are crafted in a dedicated, state-of-the-art production facility in San Rafael, California. Each certified organic JAMBAR packs 10 grams of protein, natural sweeteners and premium ingredients. JAMBARs include vegan and gluten-free options and come in four flavors: Malt Nut Melody, Chocolate Cha Cha, Musical Mango and Jammin’ Jazzleberry. “My favorite JAMBAR flavor? It’s chocolate,” said Gracey. “But my kids are all about the peanut butter taste of Malt Nut.”
About JAMBAR
In late 2021, Jennifer Maxwell founded JAMBAR with the goal of helping people feel good about the ingredients they put in their bodies, and about the positive impact they can have on their local communities. Made from only premium organic ingredients, the bars feature ancient grains, authentic natural sweeteners and high-quality proteins.The company donates 50% of after-tax profits to organizations that support the transformative pursuits of music and sports. Runner’s World named JAMBAR the Best Protein Bar for runners in 2022 and also gave JAMBAR a 2023 Fitness Nutrition Award. JAMBAR is the official energy bar of the Collegiate Running Association and is proud to sponsor hundreds of races and events. JAMBARs are available at jambar.com, on Amazon.com and at select grocery, running and sports specialty stores. Learn more at www.jambar.com and follow JAMBAR on Facebook and Instagram.
Media Contacts
Steven Hoffman, Compass Natural, steve@compassnatural.com, tel: 303.807.1042
Debbie Pfeifer, JAMBAR, debbie@jambar.com, tel: 206.669.3580
New Cutting-Edge Software Tool for Nutritional & Dietary Supplement Brands Streamlines Marketing Content Review, Reduces Regulatory Risk
BOULDER, Colo. (July 6, 2023) – More often than not, marketers of nutritional products, dietary supplements and functional foods are faced with multiple hurdles and confusing regulations about what they can say about their products. Now, an innovative, easy-to-use software program can help brands solve this problem, reduce costs and reduce hassle with the click of a button.
Developed by regulatory expert and nutritional products industry veteran Asa Waldstein, Apex Compliance™ finds risky terms and phrases and suggests lower-risk alternatives on websites, YouTube videos and in uploaded content. Apex Compliance™ is a user-friendly software tool designed for brands, marketing agencies, law firms, consultants, investors and banks that serve the dietary supplement, conventional and functional food and cannabis industries.
Apex Compliance™ focuses on three areas of regulatory risk, including websites, YouTube videos and content review before publishing. It provides a detailed report showing the exact URL location of each keyword, the paragraph it is used in, the risk rating, lower-risk alternatives and notes. This provides a line-by-line playbook on how to reduce website and YouTube regulatory risk. Apex Compliance™ also reviews uploaded blogs and social content before posting, and it streamlines the process by flagging keywords and simplifies swapping high-risk phrases for lower-risk alternatives.
Apex Compliance™ is keyword-based and allows the user to easily add their keywords, risk rating, lower-risk alternative words and notes to help with future regulatory reviews. The application enables users to compile searchable keyword lists such as Top Sustainability Lawsuit Phrases or Common FDA/FTC Trigger Words. Apex Compliance™ comes preloaded with 50 common phrases in warning letters and plaintiff lawsuits, such as lowers cholesterol, anxiety, depression and pain. Each phrase has a risk rating and, when applicable, possible lower-risk alternative language is provided.
“Regulatory reviews that used to take hours can now be conducted in seconds,” said Apex Compliance founder Asa Waldstein. “Apex Compliance was developed as a tool for my consulting company, Supplement Advisory Group, and it became so useful industry colleagues started asking to use it. Apex Compliance saves time when reviewing marketing content and is a teaching tool that helps build in-house regulatory expertise.”
“Apex Compliance is truly a game-changing technology to help you keep pace in a challenging and ever-changing regulatory world. It’s affordable and perfect, especially for small and medium-sized startups that can’t afford a full regulatory department,” said Tim Gerke, president of leading supplement maker Allergy Research Group, based in Salt Lake City, Utah.
Apex Compliance™ is a monthly subscription service that offers steep discounts for one-year commitments. Learn more, sign up or schedule a free demo here.
For inquiries, contact support@ApexComplianceProgram.com.
About Supplement Advisory Group
Apex Compliance™ is a patent-pending software application that is a subsidiary of Supplement Advisory Group, a consulting company founded in Boulder County, Colorado, in 2020 by industry veteran Asa Waldstein. Supplement Advisory Group takes a preventative approach to regulatory risk and specializes in practical regulatory support for dietary supplement marketers. The Group focuses on finding marketing risks and providing practical lower-risk solutions on the web, social media and product labels. This includes compliant marketing strategy review and claims risk analysis. Learn more about Supplement Advisory Group’s services here.
For consulting and speaking inquiries, contact Assistant@AsaWaldstein.com.
About Asa Waldstein
Asa Waldstein is a Certified Clinical Herbalist and a 20-year dietary supplement executive who is principal of the consulting company Supplement Advisory Group, a boutique group focusing on marketing risk analysis and practical marketing solutions for the web and social media. He writes the weekly Warning Letter Wednesday post, exploring interesting enforcement trends and marketing best practices. He chairs the American Herbal Products Association's (AHPA) Cannabis Committee and sits on the Naturally Boulder board of directors.
Follow Asa Waldstein on LinkedIn, Twitter and Warning Letter Wednesday blog.
Peak State Coffee Unveils ‘Coffee with Benefits,’ the First Adaptogenic Mushroom-Infused Coffee in Reusable and Recyclable Cans
The company infuses functional mushrooms into premium, organic, whole coffee beans through a patented process, adding health benefits to people's daily routines.
BOULDER, Colo. (June 29, 2023) – Peak State Coffee, a leading provider of high-quality, organic coffee products, announces the limited release of “Coffee With Benefits” eco can. As part of the company’s commitment to environmental stewardship, the line of adaptogenic mushroom-infused premium organic coffee is now available in refillable and recyclable aluminum cans. This benefits the consumer with its ease of use and functionality of keeping coffee fresh, according to company founder and CEO Danny Walsh.
“Peak State is the world's first whole bean coffee with adaptogenic mushrooms, infused for daily wellness so that you can start your day in your Peak State,” Walsh said. The company is driven to share exceptional coffee, promote health and utilize business as a force for environmental good.
“We are on a mission to redefine the coffee experience and promote a sustainable future,” Walsh added. “By combining our love for exceptional coffee with the incredible health benefits of adaptogenic mushrooms, we aim to elevate the taste and functionality of coffee while championing sustainability. We believe that businesses have a responsibility to make positive environmental contributions, and we are dedicated to being part of that change.”
Peak State Coffee is transforming the coffee industry by eliminating taste-functionality compromises and raising the bar for sustainable practices. The company sources the highest quality, fair trade, organic and sustainably shade-grown coffee beans for low acidity and environmental sustainability. The Peak State team then roasts and infuses its coffee beans with organic extracts of full spectrum adaptogenic mushrooms from the U.S.
Since its launch in April 2020 in Boulder, Colorado, Peak State Coffee has garnered a loyal following of coffee enthusiasts who appreciate Peak State Coffee’s exceptional taste, health benefits and commitment to sustainable practices. The company is actively working toward offering a Regenerative Organic Certified coffee, with plans to introduce it to the brand’s product line in the summer.
Peak State “Coffee With Benefits” eco cans are available only through the Peak State Coffee website, with the goal of being on retail shelves this fall and via Amazon.
To stay updated on the latest news, product launches and promotions, follow Peak State Coffee on LinkedIn, Facebook and Instagram.
For wholesale inquiries, click here.
Peak State Coffee will be exhibiting at the Natural Products Expo East show Sept. 20-23, 2023, at Booth #4093, in the Naturally Network section of “Hot Products.” Expo East is the eastern U.S.’s leading natural and organic products trade exhibition and conference.
About Peak State Coffee
Based in Boulder, Colorado, Peak State Coffee is an emerging functional coffee brand dedicated to crafting exceptional coffee while promoting environmental responsibility and the health benefits of adaptogenic mushrooms. Founded in 2020 by Danny Walsh, the brand delivers a unique and nourishing coffee experience.
Inspiration for the brand came from health issues Walsh experienced that were made worse by stress. Turning to nature, Walsh learned to forage wild chaga mushrooms and brewed them in an immunity tea that slowly healed him. Dissatisfied with other mushroom coffees, and not wanting to compromise on taste, health or the planet, he developed Peak State’s whole bean coffee infusion process. Peak State sources the most sustainable coffee possible, all organic ingredients and donates 1% of all sales back to environmental conservation.
Media Contact
Steven Hoffman, steve@compassnatural.com
Note: Compass Natural Marketing developed this publicity for Peak State Coffee as the winner of the 2023 Naturally Boulder Pitch Slam. Contact us via info@compassnaturalmarketing.com to learn more about how we can support your brand with PR and marketing communications. Visit our client deck here.
Getting Your Brand to Expo East Is Just Half the Battle
Planning to get your brand to exhibit at Natural Products Expo East is quite a feat. As you prepare to exhibit in Philadelphia this September, make sure key players know where to find you so you can maximize your time at the show.
Over the past 20 years we have curated a proprietary email list of more than 15,000 retailers, distributors, brokers, manufacturers and others in the healthy lifestyles market. If you are interested in a pre-Expo East campaign, to make sure these players visit your booth in Philly, we'd love to connect!
Our Exclusive Offer for Expo East 2023:
Our team will be accepting only 10 new clients to help prepare for Natural Products Expo East and will extend a $500 discount off the following publicity package:
One (1) Press Release:
Compass’ veteran writers and editors will craft a custom press release specific to your brand’s newsworthy announcements.
Distribution:
Your release will be sent to leading media contacts and influencers across all major U.S. markets who report on natural, organic and eco-friendly products.
Verified Journalist Pitch:
To maximize earned media potential with each PR campaign, and to encourage meetings with media for your brand at Expo East, Compass Natural utilizes a highly regarded professional PR and media relations platform. By creating a custom pitch to verified journalists who cover topics specific to your brand’s focus, your news receives further promotion, including an invitation to set up interviews for stories, podcasts and TV/radio coverage, as well as product reviews and sample requests.
Package Cost: $3,500
Expo East Discount: $3,000
We look forward to connecting with you!
Best,
Steven Hoffman
Founder & CEO
steve@compassnatural.com
Our Clients*
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