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*
*Partial list
Forget Superfoods—Support Total Body Wellness With Surthrival Colostrum, Nature's Complete Whole Food
Surthrival Colostrum offers a pure, high-potency colostrum supplement optimized for human health at all ages
BIDDEFORD, Maine (June 15, 2023) – We’ve long heard about the health benefits of the colostrum found in breast milk. Study after study shows that colostrum is packed with nutrients that are key for the development and survival of baby humans and other mammals. Because it’s often the first nutrition infant humans receive, colostrum contains more than 90 compounds our bodies and brains need to develop and thrive.
But colostrum’s health benefits aren’t just restricted to infants. Thousands of published studies show colostrum can optimize health at all stages of human life. That’s why Surthrival, a Maine-based company dedicated to providing dietary supplements that support peak nutrition and optimal wellness, is proud to offer a highly potent, responsibly sourced, non-GMO colostrum dietary supplement designed to be consumed by people of all ages.
Surthrival Colostrum is the only colostrum dietary supplement optimized for human health. Research shows that supplementing with Surthrival Colostrum powder or capsules can:
Balance immune function
Promote healthy digestion and overall gut health
Improve cognitive function
Increase endurance and lean muscle mass
Maintain healthy joints, cartilage and musculature
Shorten recovery time after exercise
Considering all of these health benefits, is it any wonder that Surthrival Colostrum is referred to as “immune milk” and the “first food for second chances”?
Surthrival's natural, ethically harvested colostrum
Research shows that colostrum is a complete food packed with all of the essential amino acids used to build protein, immunoglobulins that play a key role in immune defenses, prebiotics that help protect the gut microbiome, and major growth factors that can help increase lean muscle mass and the body’s fat-burning capacity. Colostrum is also an excellent source of vitamins A, B, D, E and K, along with key minerals like calcium, iron, magnesium and phosphorus.
Because most of the compounds in bovine colostrum are functionally identical to those in human colostrum, Surthrival Colostrum is ethically harvested and sourced from cows raised on dairy farms throughout the United States. Colostrum is vital for a newborn calf to thrive into adulthood, as it contains all of the immune factors necessary for the calf to survive. Consequently, Surthrival Colostrum is collected only after the newborn calf consumes all of the colostrum it needs.
To transform this colostrum into a dietary supplement, it must be processed from a liquid into a powder. But unlike other colostrum powders on the market today, Surthival Colostrum retains its whole-food form after processing. This ensures that Surthrival Colostrum contains all of its bioactive nutrients in their purest forms—just as nature intended.
No excipients or fillers are ever added, and Surthrival Colostrum is transported to and processed in a U.S. GMP-certified facility using strict refrigeration protocols. The end result is a clean, high-potency colostrum dietary supplement optimized for human health.
The sumptuous health solution
Surthrival Colostrum comes in two easy-to-use versions: a shelf-stable powder (6.5 ounce, 1 kilo or 2 kilos) or 180-count capsules. Rich and creamy-tasting, it’s available unflavored or in three naturally sourced flavors:
Chocolate, made with organic, unroasted cacao powder
Strawberry, made with real strawberry juice powder
Vanilla, made with organic vanilla bean extract
Simply blend 1 teaspoon of unflavored Surthrival Colostrum Powder into your favorite smoothie recipe twice a day to support and sustain your daily life. Flavored Surthrival Colostrum Powder is water soluble, so your twice-daily teaspoon can be blended into a smoothie, water, juice, or even coffee.
Whether you’re working your movement game hard or trying to build a healthy baseline, Surthrival Colostrum is your “Plan A” to “level-up” along your journey!
Exclusive Discount on Surthrival Colostrum
Use promo code PRESS20 at checkout to receive an exclusive 20% discount on Surthrival Colostrum. Code expires July 15.
About Surthrival
Based in Biddeford, Maine, Surthrival was founded in 2008 by LeighLon Anderson and Daniel Vitalis, star of the Outdoor Channel’s WildFed, to provide powerful, regenerative nutrients to support peak nutrition and optimal wellness. In addition to its best-selling bovine colostrum powder, Surthrival’s products include sustainably foraged black walnut protein powder, elk antler concentrate, reishi mushroom extract, vitamin D3/K2, and CBD for pets and people.
Follow Surthrival on Facebook, Instagram, Twitter and LinkedIn.
For wholesale inquiries, contact wholesale@surthrival.com.
Media Contact
Steven Hoffman, Compass Natural, steve@compassnaturalmarketing.com
Compass Coffee Talk Podcast to Feature Ibraheem Basir, Founder & CEO of A Dozen Cousins
Compass Coffee Talk™, a popular live webinar series featuring conversations with business leaders in the natural, organic and sustainable products industry, welcomes Ibraheem Basir, founder & CEO of A Dozen Cousins, a top Black-owned natural food brand.
What: Compass Coffee Talk™
When: Wednesday, July 19, 2023, 8:30 am PT; 9:30 am MT; 10:30 am CT; 11:30 am ET
Presented by: Compass Natural, Connecting Media and Markets in Natural and Organic Products
Sponsored by: Presence Marketing, Naturally Boulder, Naturally New York and Naturally San Diego
Register: Register for Free Here
BOULDER, CO (June 15, 2023) —Ibraheem Basir, founder and CEO of A Dozen Cousins, a natural food brand making beans, rice, sauces and more, will appear on July 19, 2023, on the popular Compass Coffee Talk™ podcast, which features lively conversations with natural products industry leaders, innovators and experts designed to help guide entrepreneurs and businesses to succeed in the market.
A Dozen Cousins, whose offerings hark back to the traditional Creole, Caribbean and Latin American dishes that Basir enjoyed in his childhood in the culinary melting pot of Brooklyn, N.Y., is named after Basir’s daughter and her 11 cousins.
Ibraheem Basir of A Dozen Cousins
Basir grew up in a large family where food was at the center of all celebrations and gatherings. After observing a gap in the market for authentic, nutritious cultural foods, Basir launched A Dozen Cousins to provide the comforting, flavorful recipes he grew up eating with his family. The brand’s flagship beans have become the No. 1 item in their category on Amazon and are sold nationwide at retailers including Whole Foods, Sprouts and Target, among others.
Hosted by natural and organic products industry veterans Bill Capsalis and Steven Hoffman, Compass Coffee Talk is produced by Compass Natural Marketing, a leading public relations, branding and business development agency serving the natural, organic, eco-friendly and hemp products industries. Capsalis and Hoffman will interview Basir to learn more about his and his company’s story.
Helping the Natural Foods Industry Evolve
Basir is a passionate advocate for Diversity, Equity and Inclusion in the consumer packaged goods industry and seeks to help the natural foods space evolve and grow to reflect the diversity of the United States. He is a founding board member of Project Potluck, a nonprofit that provides a range of mentorship and education programming in support of its mission to help people of color build successful companies and careers in the CPG industry.
Basir holds a BA from the University of Pennsylvania and an MBA from the university’s Wharton School of Business. He lives in Los Angeles with his wife and daughter.
Project Potluck
While breaking into the natural and organic products industry isn't easy for anyone, Black, Indigenous and other people from diverse racial and ethnic backgrounds can find it especially challenging to attract investors, find the right co-packers, refine recipes and garner placement on retail shelves. Enter Project Potluck, established by Ibraheem Basir, CPG veteran and founder and CEO of A Dozen Cousins, a leading Black-owned natural food brand, to provide the support that minority entrepreneurs in the natural products space need to succeed. In March 2022, Project Potluck won New Hope Network’s inaugural Justice Award for its efforts to promote justice, equity, diversity and inclusion in the natural and organic products industry. Read about the organization in Forbes magazine.
Register for Compass Coffee Talk with Ibraheem Basir
Register here for free to participate in the upcoming Compass Coffee Talk, Wednesday, July 19, 2023, 11:30 am – Noon ET.
About Compass Coffee Talk
Take a 30-minute virtual coffee break with Compass Coffee Talk™. Hosted by natural industry veterans Bill Capsalis and Steve Hoffman, Coffee Talk features lively interactive conversations with industry leaders and experts designed to help guide entrepreneurs and businesses of any size succeed in the market for natural, organic, regenerative, hemp-derived and other eco-friendly products.
Compass Coffee Talk™ is produced by Compass Natural Marketing, a leading PR, branding and business development agency serving the natural and organic products industry.
Previous Episodes of Compass Coffee Talk
View the entire library of Compass Coffee Talk episodes on YouTube. Co-hosted by natural products industry veterans Steven Hoffman and Bill Capsalis, Compass Coffee Talk has featured notable professionals such as Jared Polis, governor of Colorado; Steve Hughes, co-founder of Sunrise Strategic Partners; John Mackey, CEO and co-founder, Whole Foods Market; Miyoko Schinner, CEO and founder, Miyoko’s Kitchen; John Foraker, CEO of Once Upon a Farm; Emerald-Jane Hunter, founder of the MyWhy Agency; Heather Terry, CEO of GoodSAM; Milton Zimmerman, executive vice president, Presence Marketing; Jennifer Maxwell, founder and CEO of JAMBAR®, and more.
Contact
Steven Hoffman, Compass Natural, steve@compassnaturalmarketing.com
Founding an Industry: Q&A With Energy Bar Entrepreneur Jennifer Maxwell
In the mid-1980s, Jennifer Biddulph was a nutrition and science major and track athlete at the University of California, Berkeley. Her boyfriend, Brian Maxwell, who had been a track star at UC Berkeley a decade earlier, was an Olympic marathon runner.
Like many marathoners at that time, Maxwell was concerned about what to eat to avoid running out of carbohydrate fuel and “hitting the wall” during a race. He and Biddulph began experimenting with recipes that included amino acids, complex and simple carbs, and other nutrients that could not only help high-level athletes perform, but also get what Biddulph called “that extra 1% advantage.”
In 1986, Maxwell and Biddulph debuted PowerBar®—the world’s first energy bar. In the ensuing years, the duo grew their company into a nine-figure business, married and had a family, and eventually sold PowerBar to Nestle in 2000.
JAMBAR founder and CEO Jennifer Maxwell
But in 2004, tragedy struck. Brian, who had been diagnosed with a congenital heart condition as a teenager, died of a heart attack at age 51—leaving behind Jennifer and six children under the age of 15. Devastated, Jennifer turned to music as a healing force. She took up the drums and today plays in two bands. She also started running again, and in 2021, combined all of her passions into a new energy-bar company, JAMBAR®.
All of JAMBAR’s four flavors are certified organic and whole-food based, and Jennifer Maxwell donates 50% of the company’s profits to community, education, music and outdoor activities. She also funds a sustainability program and entrepreneurship scholarship at the UC Berkeley Haas School of Business.
Recently, Maxwell joined industry veterans Bill Capsalis and Steven Hoffman for their podcast Compass Coffee Talk. Read on to learn more about the genesis and evolution of PowerBar and JAMBAR, along with Maxwell’s thoughts on philanthropy, sustainability and the future of the natural products industry.
Q: You literally created the energy bar industry and an entire food category out of scratch. What was it like back in PowerBar’s early days?
We started in our little apartment from nothing, really from nothing. And we grew not just a great product that was innovative at the time, but also a company that was innovative, as well.
We had an employee stock-ownership program, so all of our employees owned the company. We also divvied up the profits among all of the employees, from the warehouse people to top management. And I think that was one of the things that led to our success—people really believed in what we were doing, and they were essentially working for themselves.
Q: How did you actually get PowerBars out there and into stores?
We started as a mail-order business; of course, there was no Amazon at the time. We figured the bar would sell itself, so we'd go to events and give out a lot of product, and also put flyers on windshields of cars at races. There would be a little coupon you could tear off and you'd send it in the mail and get your three dozen bars for $39.
I was still a student at Berkeley, so on breaks from classes, I’d go to the post office, get the orders in the mail, go back to our apartment and fulfill the orders and put them out on the porch for UPS to come pick them up. And all of a sudden, we'd have 20, 30, 40 boxes a day going out of our little apartment.
After we moved on from being a mail-order business, our main market was bike shops. We went down to the local bike shop, walked in, showed them the product. People were so receptive to our bars that we were able to do our own brokering. We'd have stores calling us to place an order.
Q: By the '90s, things were rocking and you ended up selling PowerBar. And then you had some life events occur, unfortunately. You took a break to take care of the family and play music. What led you to get back into the industry with JAMBAR?
JAMBAR came about as part of a conversation I was having with my daughter around the kitchen table. She said, "Mom, I know you like energy bars, and there's nothing out there that you want to eat for one reason or the other." And I said, "You're right. I'm a food scientist, so why don't I get back into the game and spend some of my knowledge and experience creating something that is great?"
It took me about four years of putting ingredients together to come up with a product I liked. My big thing is I wanted it to be organic, because I believe in preserving our earth and helping people avoid pesticides and eating the best that they can. That limits ingredients a little, because you have to have mass quantities of organic ingredients available.
And then I wanted to use all real food. I didn't want to use ingredients that I didn't know where they came from, that were somehow changed in a lab or created with mechanisms that I didn't really want to put in my body. I wanted ingredients that are close to nature and that taste great.
And, of course, there are a lot of ingredient options that we didn't have in the '80s, whether it's different grains, proteins, fruits, chocolate, and different ways of holding the product together. That’s a plus because one of the most important things I wanted to include in my portfolio of flavors is a lot of variety.
Each of the four JAMBAR flavors—Chocolate Cha Cha, Malt Nut Melody, Jammin’ Jazzleberry and Musical Mango—is very different from the other. Where other products on the market might take a base formulation and just add a little of this, a little of that and call it a new flavor, I didn't want to do that. So it made my formulation job very challenging—working with an array of very different percentages of all of these different ingredients, but keeping each bar similar enough that it's treated the same in the factory.
We have our own state-of-the-art manufacturing facility—which, interestingly, was once a Grateful Dead recording studio—so that gives us the ability to call our own shots. We can do a run of one flavor and then reset for the next run of a different flavor. We can say, “OK, it's Mango Bar Day.” We cut our own mango, and because it’s the second ingredient on the label, we have a lot of mango in there.
Q: What are some of the other major differences you see in the supply chain and business practices as you’ve come back into the industry with JAMBAR?
I think there’s always a lot to learn. I have a lot of experience and I have my own way of doing things, but I have to be able to adapt to a new way of doing things, which is full of technology. We came from an era of no technology to an era of everything's technology. So that's a pretty steep learning curve. Of course, I don't live in a tunnel or a cave, but in terms of really getting the most out of your resources, you have to be very savvy with your technology.
But the caveat to that is we have to be able to keep what makes us human. And that’s the challenge we are having today, in terms of really looking at what we want to accomplish. With JAMBAR, we want to accomplish supporting community, we want to accomplish manufacturing a great product full of real-food ingredients, and we want to accomplish having a type of work environment where people feel they can really make a difference and be a part of.
And the overall arching concept behind remembering what makes us human is communication. Sometimes, when you get a lot of technology involved, effective communication goes out the window. That's what I'm seeing with sales, in distribution and sometimes in marketing and brokering—communication can become very challenging, and you can lose a little bit of the essence of what you want to accomplish each day or each week or each month. That’s why I emphasize communication—it’s paramount to keeping the ball moving forward.
JAMBAR Sponsoring Pro Soccer Team Conrad & Beasley United Vying for $1M Prize at The Soccer Tournament
Organic energy bar brand sponsors Conrad & Beasley United, featuring retired U.S. Men’s National Team players Jimmy Conrad & DaMarcus Beasley, and provides nutrition for all 600 players
SAN RAFAEL, Calif. (June 1, 2023) – As part of its ongoing support of athletes, organic energy bar maker JAMBAR is sponsoring one of the 32 teams competing for the $1 million prize in The Soccer Tournament (TST). This first-of-its-kind soccer competition brings together talented players from around the world in a series of 7v7 games that will take place June 1-4, 2023. JAMBAR’s team, Conrad & Beasley United, led by superstar players Jimmy Conrad and DaMarcus Beasley, is poised to be a top contender. Conrad played in MLS for 13 years and had 27 caps with the U.S. Men’s National Team, including a World Cup appearance. Beasley played for 16 years with MLS and the Premier League and had 126 caps with the U.S. Men’s National Team. Beasley is the only American man to play in four World Cups.
Photo: Conrad & Beasley United players training before the tournament begins.
“Anyone who likes soccer will have a blast watching this high-stakes, winner-take-all tournament full of soccer legends and celebrities,” said Conrad. “Our team, Conrad & Beasley United, is psyched to be fueled by JAMBAR.” JAMBAR is also providing energy bars at the tournament’s nutrition center for all 600 TST players for training and games.
JAMBAR organic energy bars are crafted with high-quality protein and fiber and are naturally sweetened for a healthier alternative to traditional energy bars. The great-tasting, highly digestible bars have a texture and nutritional profile that makes them perfect for training and in-game. This inaugural open-application tournament is being held in Cary, North Carolina, and will stream live on Peacock and CNBC on Sunday, June 4, at 5 p.m. ET. Thirty-two teams from eight countries will compete, with 16 advancing to the knockout round, where they will play single elimination games for the $1M grand prize.
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 the positive impact they can have on their local communities. Made from only premium organic ingredients, JAMBARs feature ancient grains, authentic sweeteners from nature and high-quality proteins. The company donates 50% of after-tax profits to organizations that support the transformative pursuits of music and sports. JAMBARs are available at JAMBAR.com, on Amazon.com and also at leading grocery stores, including Earth Fare, Good Earth, Jimbo’s, Mollie Stone’s Markets, Nugget Markets, United Markets, Berkeley Bowl, select Safeway stores and more. Learn more at www.jambar.com and follow us on Facebook and Instagram.
About The Soccer Tournament (TST)
Launching in June 2023, The Soccer Tournament (TST) is the newest creation from The Basketball Tournament TBT Enterprises. TST is an open-application, million-dollar, winner-take-all competition. Teams will face off in a 32-team, World Cup model. It will feature a 7v7 format and host teams from all across the world. For more information on TST, visit TheTournament.com.
Media Contacts
Steven Hoffman, Compass Natural, steve@compassnatural.com, tel: 303.807.1042
Debbie Pfeifer, JAMBAR, debbie@jambar.com, tel: 206.669.3580