After Boom and Bust, Could Hemp Market Be Stabilizing?
This article first appeared in the May 2024 issue of Presence Marketing’s newsletter.
By Steven Hoffman
Could the hemp industry be on the cusp of a turnaround? After several years of volatility for U.S. hemp growers, prices and acreage in many states are beginning to stabilize or are rising modestly, according to the National Hemp Report, published by the U.S. Department of Agriculture (USDA) in April 2024.
According to the USDA, the value of U.S. hemp crop production in 2023 totaled $291 million, up 18% from 2022. Based on a survey sent out in January 2024 to producers across the country as part of USDA’s national agriculture census, the report shows signs of renewed market growth and improved on-farm efficiencies. “There was the big boom, then the big falloff, and this year everything is sort of leveling out,” Joshua Bates, a USDA statistician who wrote the landmark National Hemp Report, told MJBiz Daily.
“The hemp industry is stabilizing into its various categories including: 1) cannabinoids, nutraceuticals and flower; 2) food, feed and nutrition; and 3) fiber and industrial materials and applications. At this time, a much clearer picture is emerging as to where these categories can end up over the next three, five and ten years,” said Morris Beegle, publisher of Let’s Talk Hemp and producer of NoCo Hemp Expo, the leading trade show and conference for the hemp industry.
“The past several years posed significant challenges, starting with the pandemic’s onset and exacerbated by the federal government’s regulatory ambiguity regarding CBD and hemp-derived cannabinoids. Add to that burdensome regulations imposed on farmers endeavoring to cultivate hemp fiber and grain – crops that deserve equitable treatment akin to any other commodity. Such circumstances deter participation in this budding industry. What we truly require are coherent federal regulations applicable universally, instead of disjointed state-level initiatives that render the industry vulnerable and unsupported,” Beegle said.
Recovery on the Horizon
Production of industrial hemp for food, fiber and flower took off after it was legalized in the 2018 federal Farm Bill. In the years before the Covid pandemic, hemp acreage was on the rise, entrepreneurs and investors flocked into the market, and there was an explosion in the number of CBD and other hemp-related brands.
However, since 2020, the market for products made from hemp (defined as containing less than 0.3% THC) experienced a significant downturn, sparked by the pandemic and made worse by a lack of regulatory consistency over CBD and other hemp-derived cannabinoid compounds from the U.S. Food and Drug Administration (FDA) and state regulators. Investors pulled back. Brands did everything they could to survive; some didn’t. Overproduction during this time, too, led to steep drops in the price of hemp. As a result, hemp acreage plummeted from an estimated peak of 37,000 acres harvested in 2020 to a little more than 19,000 acres harvested in 2022.
Now, according to USDA’s hemp report, overall hemp acreage harvested in 2023 increased 21% to a total of 23,475 acres, signaling a potential turnaround in the market.
Hemp flowers for CBD and other hemp-derived cannabinoids -- including the intoxicating compounds Delta 8 and Delta 9 – dominated the market in 2023. While flower acreage remained relatively flat at approximately 7,000 acres in 2023, flower producers experienced an income gain of 35%, according to USDA data. Of the $291 million in market value for hemp in 2023, $241 million of that income came from hemp flowers. However, based on regulatory and safety concerns around Delta 8 and other hemp-derived psychoactive compounds, a number of industry observers feel this growth may be unsustainable, as lawmakers could severely limit the sale of these products.
Speaking of the hemp flower sector, economist Beau Whitney of Whitney Economics said, “It is quite possible that the cannabinoid industry has peaked. The excess inventories are mostly depleted and there is not enough acreage, in our view, to backfill with enough supply to sustain the level of sales experienced currently. This is a mistake by legislatures and regulators and now opens the door up for cheaper, but potentially lesser quality imports,” he cautioned.
Hemp grown for fiber – used in textiles and industrial applications – accounted for 52% of all hemp acreage harvested in 2023. While acreage grew, USDA reported that prices dropped and farmers brought in less income. However, says Whitney, “Hemp fiber is where we are forecasting significant growth in the short term, while cannabinoids and grains get sorted out. Hemp for plastics and automotive are already established in the global marketplace and are expanding in the United States. Hemp as a construction material is also increasing, but that growth has been somewhat sluggish in its initial ramp-up.”
Regarding hemp grown for food and grain, Whitney remarked, “The food industry is pretty steady. One major game changer would be FDA approval for hemp grains as an animal feed. It appears that the FDA is setting up unrealistic requirements for cannabinoid content in feed, so much so that consumers/animals would have less strict requirements for heavy metals and poisons than CBD content. There is a huge market for hemp grain internationally, but other supply chain issues and geopolitical tensions are impacting expansion efforts by U.S. hemp operators.”
According to USDA’s National Hemp Report, hemp grown for grain accounted for 17% of all hemp acreage harvested. Canada and China remain the world’s leading countries for hemp grain production, yet, as plant-based foods become more popular, U.S. growers stand to benefit from opportunities in growing hemp for food, as it is one of the richest plant-based sources of protein, essential fatty acids and other key nutrients.
“The use of hemp in automotive, pulp and paper (packaging), and building material applications are all increasing in the pace of growth,” Whitney added. “The major headwind is the narrative that hemp is a drug. The lack of awareness and education by policymakers on the potential of hemp is its limiting factor. Policymakers are using a sledgehammer instead of a scalpel when making hemp policy, and it’s having a ripple effect throughout the industry from an operator, investor and infrastructure perspective,” he said.
Stuck Between FDA and the MJ Industry
“There are two big battles going on in Washington, DC, right now. One is the hemp industry against the FDA. The other is hemp vs. marijuana,” observed Jonathan Miller, General Counsel of the U.S. Hemp Roundtable, the hemp trade’s leading advocacy and lobbying group.
“We’ve been trying to get the FDA to regulate CBD and other extracts. First, they said they were working on it and now they say they need congressional authority. It’s a game of pointing fingers – Congress says it needs guidance from FDA, and FDA says it needs direction from Congress, so we’ve got a stalemate. However, there has been a lot of congressional and public pressure on FDA to act, so that may be a reason why the agency is talking to us now,” Miller said. “We would love to see something resolved this year; there is talk of an interim step where Congress could potentially pass a law to validate existing state programs in the absence of consistent federal regulations. The Farm Bill may not happen until next year; meanwhile our efforts to find a vehicle for this compromise will continue.”
And, Miller said, “As always, we advise companies to act like they are being regulated by the FDA as a dietary supplement or a functional food and beverage product, and to operate within those regulations.”
In referring to competition with operators in the marijuana space, Miller said, “Regarding the marijuana industry, it is not monolithic, but there are a growing number of organizations that have made it their objective to kill the hemp industry as a means to capture competitive gain. This includes ATACH, the American Association for Hemp and Cannabis – though there are no hemp members – and the US Cannabis Council. Both have introduced plans that they would like to see in the Farm Bill to federally criminalize any hemp product that has any level of THC in it. That would criminalize all but CBD isolates,” he said.
“We are fighting both in the public eye and behind the scenes right now, and there’s a big battle going on in California in this regard. This is a threat we have to watch from the left flank. We are hopeful that any effort like this will die in Congress, but we are not banking on it; in fact, we are working very hard to prevent it. Just last week, we met with 55 different members of Congress and staff to discuss these issues and to present the hemp industry's position,” Miller added.
“All sectors of the hemp industry are growing, with the cannabinoid sector growing rapidly, to the point where it is outpacing the marijuana industry,” observed cannabis industry attorney Rod Kight of Kight Law. “The opportunities exist for nimble companies that are willing to take the time to navigate the rapidly evolving regulatory landscape and who can pivot as needed when regulations and markets change. I have hope that hemp can lead the path to true and comprehensive cannabis reform.”
FDA’s Position
When asked if the FDA could envision a scenario in which it would allow the sale of CBD as a dietary supplement without congressional action, Patrick Cournoyer, Senior Science Advisor with the FDA replied with the following:
“The FDA has concluded that the existing regulatory framework for dietary supplements is not appropriate for CBD. Given the available evidence, it is not apparent how CBD products could meet the safety standard for dietary supplements. For example, we have not found adequate evidence to determine how much CBD can be consumed, and for how long, before causing harm. Therefore, we do not intend to pursue rulemaking allowing the use of CBD in dietary supplements.”
Cournoyer’s office referred to FDA’s statement from January 2023, where the agency concluded that “existing regulatory frameworks for foods and supplements are not appropriate for cannabidiol,” and that it will work with Congress on “a new way forward.”
Added Cournoyer, “The FDA supports sound, scientifically based research into the medicinal uses of drug products containing cannabis or cannabis-derived compounds and will continue to work with companies interested in bringing safe, effective, and quality products to market.” Cournoyer referred to guidelines published on FDA’s webpage, “FDA and Cannabis: Research and Drug Approval Process.”
In addition to food, supplements and drugs intended for human consumption, FDA has regulatory oversight of animal feeds. Regarding the use of hemp in animal feed, an FDA spokesperson said, “After comprehensive review of data submitted by a sponsor, in January 2024, the FDA recommended to the Association of American Feed Control Officials (AAFCO) that a proposed ingredient definition for hemp seed meal in the feed of laying hens be included in the AAFCO Official Publication. The FDA has not reviewed any other submissions for the use of hemp seed or hemp seed derived ingredients in animal food.”
Wendy Mosher, VP of the Hemp Feed Coalition, told AgWeb in January 2024 that allowing hemp seed meal into feed mixes for laying hens marks the first hemp feed ingredient to get federal recommendation and interest by AAFCO. “You can’t have a commodity crop without a feed opportunity for that crop,” Mosher said.
In the absence of federal approval of hemp in animal feed, Texas legalized hempseed oil and hempseed meal for chickens and horses in 2023. Kentucky in 2022 allowed a limited amount of hempseed meal and hempseed oil as ingredients in the diets of layer, broiler, and breeder chickens. Montana legalized hemp or hemp-derived products in 2021 for “non-consumption animals,” i.e., pets, specialty pets, and horses, reported Hemp Benchmarks. However, in December 2023, New York Governor Kathy Hochul vetoed bills to allow hemp seed in animal feed, citing the need for more information.
While federal lawmakers and regulators move slowly in allowing the use of hemp in animal feed, USDA is providing grants to universities and others to research the potential use of hempseed, meal and biomass in animal feed. For example, researchers at Prairie View A&M University in Texas in 2023 received a $300,000 grant from USDA to explore hemp as an alternative grain in animal feed.
Building with Hemp
Building with hemp in the United States is increasing year over year, said Jean Lotus, Editor and Publisher of HempBuild Magazine. “Prices on building-grade hemp hurd remain high and the supply chain is neither complete, nor consistent. But hemp building in the United States is capturing the imaginations of developers and motivated owner-builders. Notable projects this year include a multi-unit tip-up hempcrete panel project in Newburyport, MA, and successful attainable hempcrete housing built by the Lower Sioux of Morton, MN,” she said.
“People may say hemp is dying, but it also recently received approval from the IRC (International Residential Codes) for the use of hempcrete in the U.S. for commercial construction,” noted James Johnson, Principal of JJGro in San Antonio, TX. Johnson, who discovered hemp’s healing properties while dealing with PTSD after 21 years of service in the U.S. Air Force, consults with hemp producers throughout the country. “Hemp is starting to be considered as part of the mix in mainstream commercial construction. It’s not going to replace traditional materials, but it will capture between 2% and 5% of the building construction space, Johnson predicted.
Lotus added that research in hemp building materials received significant funding in the past year, including $1.9 million from the U.S. Army; $1.5 million from the Department of Energy; and $1.1 million from the New York State Energy Resource and Development Authority (NYSERTA).
“Meanwhile, the regulatory environment for hempcrete's superior insulation and carbon sequestering properties is improving,” she said. “In April 2024, the U.S. Department of Energy released a roadmap to decarbonize the U.S. building industry. The report, Decarbonizing the U.S. Economy by 2050: A National Blueprint for the Buildings Sector, emphasized building with biogenic, regenerative materials. Hemp-lime and hemp-batt insulation perfectly fit the bill! With new companies developing carbon credits for hempcrete projects, there is more excitement and investment opportunity to come.”
“We are seeing increased interest in hemp across the board from consumers, universities, and large corporations wanting to utilize hemp as an input or ingredient. I think there's opportunities in every sector for savvy, smart business operators. While cannabinoids provide the biggest boom/bust potential, there are long term opportunities in the fiber and grain markets as the regulatory framework within those categories will eventually get to a point of any other commodity crop, for the most part,” said Morris Beegle.
“As to headwinds, it's still all political and bureaucratic,” Beegle added. “The industry needs to be unified in its voice to combat correctly, and I think we have made real progress the last few years with the vast majority of the ‘real’ industry aligning on messaging and action. We’re also seeing progress and persistence of the industry in delivering on the promise of hemp as an alternative resource to many of the world's current and future problems. The future is bright regardless of what some in the media, and some on social media, would like people to believe.”
Save the Date: NoCo Hemp Expo, Aug. 10-12, 2025, Estes Park, CO
Newtopia Now, August Launch Event from New Hope Network, Unveils First Reveal of Neighborhood Concept
Focus on curated brand-to-buyer experience and enhanced matchmaking offers opportunities for deep relationship building, connecting brands to key retailers, press and investors.
DENVER (April 25, 2024) – Newtopia Now, an entirely reimagined event from New Hope Network, centered around conscious consumer packaged goods (CPG), is launching August 25-28, 2024, at the Colorado Convention Center in Denver. Colorado is widely recognized as the burgeoning hub for health and wellness and sets the stage for the latest leading influence in conscious CPG discovery and connection. Newtopia Now focuses on curated product discovery, insightful content and deepened connections that evolve the buying experience from transactional to relational. Its "neighborhood" concept creates a new format for exploration of products, brand activations and content, offering greater access to the emerging brands and ideas defining the future of CPG.
The dynamic event will highlight influential industry trends key to retail buying decisions, including innovations in food, nutrition, agriculture, sustainability, multicultural products, and conscious beauty. The programming will feature sessions such as Buyerside Chats — which provide an opportunity for exhibiting brands and leading retailers to discuss product innovations and trends for the year — Retail Insights Workshops, inspiring Newtopia Now Ambassador Talks and a keynote from The Blue Zones' Dan Buettner Plus. In addition, offsite events at top restaurants, Red Rocks, Meow Wolf and more, provide truly one-of-a-kind networking opportunities.
The Market at Newtopia Now is a next-generation trade show product showcase and will be merchandised as a consumer-style marketplace featuring future bestsellers and vital consumer insights where attendees can browse as if shopping in a retail store. Newtopia Now will also offer the most advanced matchmaking platform ever available at any New Hope Network event. Conscious Connections, the matchmaking experience at Newtopia Now, will ensure productive, fruitful and authentic connections through a data-driven process fueled by detailed metrics and product attributes from Beacon Discovery™, the only discovery and engagement platform for natural products brands and retailers.
“In launching Newtopia Now, we are building the exclusive platform where relationships will flourish, time is honored and the experience is designed with purpose,” shares Carlotta Mast, Senior Vice President of New Hope Network. “By leveraging rich technology in discovery platforms that is not accessible anywhere else, partnered with award-winning proprietary consumer insights driving the content, this brand-new event will offer unparalleled perspective and connection to the leaders and key voices in the industry that everyone is trying to reach to expand, grow, and create business. Newtopia Now champions conscious health and the future of CPG in a way that has never been done before, forging pathways that unite passion, purpose and progress.”
“Newtopia Now offers a unique experience for our team of buyers to become even more connected and interactive with leading brands. We are excited to go to an event that helps us maximize our productivity with our customers and allows us to get new and exciting first-to-market products for our stores,” says Darren Viscount, Senior Category Manager at Bristol Farms.
The brand-new "Neighborhood" format will host natural, organic and purpose-driven products in four unique mission-driven locations: Thrive, Represent, Regenerate and Glow.
Thrive serves as the ultimate destination for the latest in conscious CPG health and vitality in food, beverage and nutrition. From the next generation of supplements to a wide assortment of plant-based, organic and better-for-you foods, Thrive embodies the future of human health and nutrition.
Represent spotlights diversity through a vibrant array of multicultural products, founders and ideas worthy of celebration. Represent will feature vibrant multicultural offerings and CPG brands across all categories from underrepresented communities, supporting development of meaningful relationships with mission-driven brand leaders from women-, LGBTQ- and minority-owned companies.
Regenerate presents a plethora of sustainable and regenerative products and business models making a positive environmental impact, enabling exploration of the best new thinking in environmentally friendly CPG. Brands committed to regenerative agriculture, sustainability and social impact will be featured in Newtopia Now's Regenerate Neighborhood.
Glow captures the future of conscious beauty, women's health and holistic wellness, highlighting a range of companies that support the evolving generation of conscious shoppers. Brands in Glow will feature the latest cosmetics, skin care, hair care, nutricosmetics and wellness products.
Brands confirmed to participate include Trace Minerals Research, Food For Life Baking Company, Liquid I.V., Harmless Harvest, Dr. Bronner's, Lily of the Desert, Ancient Nutrition and Flax4Life among many others. Visit www.newtopianow.com to view additional exhibitors.
Registration is open for Newtopia Now, August 25-28 at the Denver Convention Center. Space is limited. For more information and to register, visit www.newtopianow.com.
About New Hope Network
New Hope Network is at the forefront of the healthy lifestyle products industry. With solutions for the complete supply chain from manufacturers, retailers/distributors, service providers and ingredient suppliers, the network offers a robust portfolio of content, events, data, research and consultative services. Through all its actions, New Hope Network aims to cultivate a prosperous high-integrity CPG and retail ecosystem that creates health, joy and justice for all people while regenerating the planet. For more information visit www.newhope.com.
About Informa Markets
Informa Markets creates platforms for industries and specialist markets to trade, innovate and grow. We provide marketplace participants around the globe with opportunities to engage, experience and do business through face-to-face exhibitions, targeted digital services and actionable data solutions. We connect buyers and sellers across more than a dozen global verticals, including Pharmaceuticals, Food, Medical Technology and Infrastructure. As the world's leading market-making company, we bring a diverse range of specialist markets to life, unlocking opportunities and helping them to thrive 365 days of the year. For more information, please visit www.informamarkets.com.
Media Contact
pr@newhope.com
FreshPure Waters Continues to Make a Splash in the High-Quality Water Refill Market by Acquiring Its Second Company in Five Months
SANTA FE, N.M. (April 16, 2024) – FreshPure Waters, which provides superior bulk water refill options for consumers across the United States, is enlarging its national footprint through the strategic acquisition of Aqua Solutions, a longtime vendor of high-end water-refill machines in grocery stores.
Aqua Solutions is the second bulk-water provider FreshPure has procured in the last five months. In October 2023, FreshPure completed a strategic acquisition of Salt Lake City-based Arctic Mountain, marking a significant step in FreshPure’s journey toward sustained growth. FreshPure products are now available in 43 states. The acquisition of Aqua Solutions significantly strengthens FreshPure’s service capabilities and network in the Western U.S.
“We are excited to welcome Aqua Solutions into the FreshPure Waters family. Aqua Solutions’ talented team and quality offerings align perfectly with our mission to provide pure, refreshing water solutions that customers can trust. By combining our companies, we can leverage complementary strengths to deliver an unmatched customer experience,” said FreshPure President Chris Donnelly.
Both FreshPure Waters and Aqua Solutions are at the forefront of providing the cleanest drinking water solutions while reducing environmental waste. FreshPure’s state-of-the-art, purified bulk water vending machines can be found in natural, specialty and conventional grocery retailers coast to coast.
About FreshPure Waters
FreshPure Waters was established in 1991 and is headquartered in New Mexico. It distinguishes itself by offering a comprehensive range of water types, including Reverse Osmosis, Deionized, and Alkaline options. Learn more at www.freshpure.com and follow FreshPure Waters on LinkedIn, Instagram, Facebook and YouTube.
Media Contact
Steven Hoffman, Compass Natural, steve@compassnatural.com, tel: 303.807.1042
Macalat® Earns NEXTY Award for Revolutionizing the Chocolate Industry With Innovative Mushroom Mycelium Technology
The certified organic brand of chocolate has introduced a groundbreaking new category in chocolate bars: Organic Sweet Dark Chocolate
DURHAM, N.C. (April 10, 2024) – Macalat has won the 2024 NEXTY Award for the creation of a new category of chocolate: Organic Sweet Dark Chocolate. The NEXTY Awards, presented by New Hope Network’s Natural Products Expo, celebrate the most innovative, inspiring and trustworthy products in the natural products industry. Macalat was among 154 finalists – out of 1,500 companies nominated – for the Expo West 2024 edition of the awards.
Transforming the dark chocolate experience
Macalat, a visionary, certified organic brand of chocolate, has introduced a groundbreaking new category in chocolate bars: Organic Sweet Dark Chocolate. This first-ever cacao product addresses the long-standing issue of dark chocolate’s bitterness and astringency, making nutrient-dense, 70% dark chocolate more appealing to a wider range of consumers. By harnessing the magical power of a mushroom mycelium-derived flavor modulator, Macalat has transformed the dark chocolate experience, offering an authentic, sugar-free sweet dark chocolate that reveals the natural deep flavors of cacao while eliminating any bitter notes and unpleasant mouthfeel.
The Bitter Dilemma
Seventy percent dark chocolate has gained popularity due to its numerous health benefits, but many people don’t like its bitter taste and astringent mouthfeel. Currently, only a small percentage of chocolate is consumed as dark chocolate. This poses a challenge for organic chocolate producers seeking to create dark chocolate that is both nutritious and enjoyable. Traditional methods of masking bitterness with excessive sugar and/or by adding milk are not in keeping with a healthy lifestyle. Likewise, artificial sweeteners are falling out of favor with today’s health-conscious consumers. (There are no organic artificial sweeteners.)
The Role of Mushroom Mycelium
Macalat’s breakthrough lies in its integration of MycoTechnology’s ClearIQ™ mushroom mycelium-derived flavor modulator, an incredible natural solution for overcoming the bitterness and astringency commonly associated with dark chocolate. Produced using organic mushroom mycelial fermentation, this natural flavor modulator effectively blocks the perception of astringent and bitter flavors. This binding process allows the full flavor spectrum of cacao to emerge, unveiling the sweet, complex and nuanced tastes that until now lay hidden beneath the bitterness.
Unveiling the True Flavor of Cacao
Bitterness, astringency and other off-notes can mask the delicate and delicious flavors within high-quality chocolate. By using mushroom mycelium flavor modulation, Macalat reduces these overpowering sensations, resulting in a brighter, cleaner and clarified flavor. This technique not only enhances the taste experience but also preserves the integrity of other superfood functional ingredients frequently looked for in today’s chocolate. The use of mushroom mycelium-flavor modulator as a natural, bitter blocker and flavor clarifier sets Macalat apart as a pioneer in the cacao industry.
Health and Taste Harmony
Today’s consumers increasingly seek nutrient-dense foods that don’t compromise on taste. Macalat’s use of mushroom mycelium flavor modulator addresses this demand by neutralizing the bitterness associated with fermented cacao, eliminating bitter notes from the tongue and the mouth in general. This remarkable mycelium flavor modulator enables Macalat to create sugar-free dark chocolate that delivers a richer, smoother and more vibrant cacao flavor. By harmonizing healthfulness and taste, Macalat appeals to the modern chocolate connoisseur and the emerging health-conscious superfoodie.
The Consumer Perspective
According to the IFI Food and Health Study 2020, a staggering 88% of consumers prioritize taste when making purchasing decisions, surpassing factors such as price, healthfulness, convenience and environmental impact. Macalat recognizes this priority and has successfully developed a chocolate that caters to the discerning taste buds of consumers while offering a healthier alternative. With Macalat Organic Sweet Dark Chocolate, the need for excessive sugar and milk to counteract bitterness is eliminated, aligning with the evolving consumer trend of reducing sugar and dairy intake.
Embracing Culinary Science and Innovation
Macalat’s approach to creating a new category in the chocolate world is rooted in culinary science and bears a touch of mushroom magic. The brand’s commitment to culinary innovation, combined with a deep understanding of the science behind flavor, has paved the way for this groundbreaking cacao product. By leveraging transformative superfood ingredients, Macalat assures great taste and great nutrition, fulfilling its mission of providing food that is both delicious and beneficial.
Collaboration With MycoTechnology
To achieve this remarkable breakthrough, Macalat partnered with MycoTechnology, an industry leader specializing in mycelia-based solutions. The collaboration between Macalat and MycoTechnology has enabled a revolutionary dark chocolate experience. By incorporating the magic of mycelium, Macalat demonstrates the power of interdisciplinary cooperation and innovation in the pursuit of an exceptional new chocolate category.
Conclusion
Macalat Organic Sweet Dark Chocolate represents a significant innovation in the $140 billion global chocolate trade, of which dark chocolate accounts for $50 billion. Macalat is in the vanguard of a new chocolate category. By leveraging the unique properties of mushroom mycelium, Macalat has eliminated the bitterness and astringency that often deter consumers from enjoying wholesome dark chocolate. This breakthrough not only enhances the flavor experience but also aligns with the growing demand for healthier, tastier alternatives. Macalat’s dedication to culinary science and its collaboration with MycoTechnology exemplifies the brand’s commitment to delivering a sweet, innovative, great-tasting and nutrient-dense 70% dark chocolate that is sugar-free. With Macalat, the future of chocolate is not only sweeter but also brighter, cleaner and more satisfying without sugar or the bitterness and astringency that sugar seeks to hide.
About Macalat
Developed by organic taste guru John Troy, known as the Organic Taste Wizard in the organic food trade, Macalat represents years of meticulous research and development, with novel production protocols. Seeing how valuable this delicious innovation is for helping consumers solve the problem of eliminating sugar from their diet while also enjoying a healthy, sweet treat, Lisa Ellis assumed the role of president of The Macalat Company in 2022 to help make Macalat more accessible to ingredient-conscious consumers. Macalat is available online and on Amazon and in stores including Earth Fare, Weaver Street Market, Bulldega Urban Market and Green Sage Café. Learn more here or visit us on Facebook.
Media Contacts
Lisa Ellis, The Macalat Company, lisa@macalat.com, tel: 919.606.1754
Steven Hoffman, Compass Natural, steve@compassnatural.com, tel: 303.807.1042
Natural Industry Growth Accelerates
By Steven Hoffman
The state of the natural and organic products industry is strong, according to the latest market research presented in a keynote seminar at Natural Products Expo West in March and compiled by Nutrition Business Journal (NBJ), SPINS and others. Reporting on figures that show a tripling of consumer sales from $97 billion in 2007 to more than $300 billion in 2023, New Hope Network’s SVP Carlotta Mast had this to say:
“The big picture is that we are really becoming a force as an industry. We are no longer niche. We are very mainstream and we have a lot of power and influence ... so, our industry continues to grow. It grows through recessions, it grows through Covid, it grows through challenges and all headwinds.” And … “that growth is accelerating,” she noted.
“Between 2007 and 2012 … we added $40 billion in consumer sales. That growth doubled to $80 billion added between 2018 and 2023. And we're anticipating continued accelerated growth for our industry as consumers increasingly of all generations demand healthier, better for you, more sustainable, more regenerative, natural, organic and conscious products,” Mast commented.
Despite the roller coaster ride for many in the industry through the pandemic years of 2020 - 2023, Mast projected that sales growth will pick up again in 2024 to about 5.1%. From a category perspective, natural, organic and functional foods and beverages make up the largest share of the industry, followed by dietary supplements and then natural living, which includes beauty and pet care, personal care products and household products, according to NBJ data.
While e-commerce sales spiked during Covid, making it one of the industry’s fastest growing channels, Mast said, “It's important to note, despite all of this growth with e-commerce, that brick and mortar retail is still by far the dominant driver of sales for our industry. And e-commerce only makes up about 8% of total sales while the mass market channels are really where the vast majority are rung up. And this is why we're seeing many non-shelf brands now focus on migrating to the right retail shelf. So, they're moving from ‘D to C’ to retail.”
Natural & Organic Sales Are Outpacing All Other Products
"So, not only do we have this tailwind of natural products growth ... but natural products are also outpacing the sales of all other products," Kathryn Peters, Director of Industry Relations for SPINS, reported at the Expo West seminar. "Natural products have continued to accelerate, but let's think about what was happening around mid-2022. Difficult financial market prices were going up like crazy. We saw mainstream products sales boosted literally by the inflation, by the price increases. We also saw consumers having to make some tough trade-offs. Some were having to shift to conventional brands or private label. We even saw a lot of industry outsiders ... about a year ago that were saying, 'Did natural hit its peak?'. But guess what? We talked about the optimism even with what was going on at that time, and we said this is a resilient industry. We have the agency to continue to change and make the difference."
Peters also noted that sales of organic products have outpaced market growth. “Back during some of the tough inflationary times, the prices were going up, people were worried about what was going to happen to organics. I’m thrilled to say … organics are outpacing non-organic across the store … both in dollars and units.” In categories such as soda – “ones that traditionally might not be thought of as heavy organic,” Peters noted that sales of organic soda are outperforming their conventional counterparts.
“Organics are just growing everywhere and it's because shoppers trust organic. In fact, if you look at sentiment since 2019, organic and non-GMO have the strongest consumer mindset and comfort and trust. And we particularly see not only are all shoppers starting to trust and look for organics, the younger shoppers … really trust this seal,” said Peters, referring to the growing purchasing power of Gen Z consumers.
Regarding food prices, “While there's certainly some bright spots on the horizon, we know consumers are still really frustrated about high prices. It's all over, even TV now, we heard it in the state of union … it's become a political topic as well. Consumers are frustrated and that's putting a lot of pressure on brands and retailers,” Peters said.
“Prices aren't going up much more, but they're still higher. And then you see dollars on promotion going up because we're giving a shot in the arm with promotion rather than everyday price, and we see discounts are higher. That's a tough environment to operate in. And, so we see it's going to take some time for these pressures to really release … we're going to continue to see throughout 2024 a lot of focus on promotion and how do we get in a place that we can improve price perception and, honestly, a lot of stress between retailers and brands on how to make that work effectively,” Peters said.
Market Maturity Puts Focus on Profitability
According to Nick McCoy, Managing Partner of Whipstitch Capital, as the natural and organic products industry matures, brands and investors are looking more closely at profitability and not just growth.
"This industry has basically grown from ... a very nascent niche industry to something that is now actually a mainstream thing. We have a fully blown financial system. Brands are much bigger ... We started 10, 15 years ago, companies with $10 million in revenue were getting bought by big strategics (i.e., larger companies), and they were getting bought in competitive processes. Well, the number of companies has ballooned and as innovation has grown and become essentially part of the grocery store, now it's about $100 million in food and beverage,” he pointed out.
“As we mature, just like every other mature industry out there, profit is what drives value and it's more and more important for us. What are the key enablers? Increasing integration of supply chain, asset light or heavy, omnichannel to increase the brand headroom, marketing efficiency using data. Data has gotten so strong and it's really great for both internal marketing, for investors, everything,” McCoy said.
“Conscious products have become mainstream. They used to be a section in the grocery store and now they are the grocery store. We have three successful business models that you can do. You can get bought off of EBITDA with profitability. You can grow and still get bought off of a multiple of revenue for fast-growing revenue companies. And now there's also attractiveness of multi-brand companies getting bought off EBITDA. And we have some of the best rising tides that are essentially tailwinds. We have sustainability, we have wellness, social responsibility and appeal to a multicultural customer base. And we have the consumer voting dollars to drive these tailwinds to help grow our brands to make the world a better place.”
McCoy added that independent brands are driving growth. M&A is accelerating, he said, “especially as interest rates come down and confidence goes up and this unit volume decline stabilizes. And with restaurant volume up, we're going to win both ways. If we get a little bit of a recession, people go to leave restaurants and they cook more at home. If we have a buoying economy, we're going to return to normal just as a normal course when you look at the line historically. So, the fundamentals are very, very strong looking forward to 2030.”
Health Span vs. Life Span
Pointing to books about health and longevity and documentaries such as Netflix’s Secrets of the Blue Zones, both McCoy and Peters agree that a growing consumer awareness of “health span” over “life span” is one of the trends that will to continue to drive sales in natural and organic products.
“The definition between health span and life span is essentially health span is the number of years you live where you're not inhibited by some kind of chronic disease. And the gap is about nine years between that and actual lifespan,” McCoy explained. “And people are doing things, changing their diets and everything … it's food, it's wellness, it's community, it's exercise. People are more and more conscious about not just how long am I living, but how long am I living well?” he said.
Added Peters, “There's just this revolution of how we're learning about health and then making actionable changes in our lives to improve this long game idea. This impacts our industry because consumers say the food, the beverages, the supplements that we ingest play an outsized role into the incorporation of wellness in our lives.”
Watch the State of the Natural & Organic Industry full video presentation here
Learn More:
- NoCo Hemp Expo, April 11-13, 2024, Estes Park, CO
- Newtopia Now, Aug. 25-28, 2024, Denver, CO
JAMBAR Making Waves With New Tropical Trio Flavor and Signing of Pro Surfer Tia Blanco
Organic Energy Bar Maker Also Announces Three-Flavor Vegan Box
SAN RAFAEL, Calif. (March 6, 2024) – Organic energy bar maker JAMBAR today announced the launch of Tropical Trio – a new vegan flavor featuring a bright and breezy blend of banana, pineapple and coconut. In addition to this ensemble of island fruits, the new bar contains gluten-free ancient grains, walnut butter and 10 grams of plant-based protein. JAMBAR also revealed the signing of pro surfer, mother and plant-based athlete Tia Blanco, as well as the launch of a 12-bar vegan box that will include Tropical Trio, Jammin’ Jazzleberry and Musical Mango.
The new flavor was formulated by JAMBAR founder Jennifer Maxwell, a food scientist and co-founder of the original PowerBar®. Designed to take taste buds on an island escape, Tropical Trio features comforting notes of banana that meet the exotic with hints of coconut and pineapple.
Professional surfer Tia Blanco.
Attendees at next week’s Natural Products Expo West (March 13-15) in Anaheim, California, will be the first to sample Tropical Trio at the JAMBAR booth (N2140). New JAMBAR ambassador Tia Blanco will be at the booth on Wednesday, March 13, from 1-4 p.m. for a meet and greet and to sign autographs.“Finally! A bar that not only tastes delicious, but one I can trust to deliver clean, plant-based energy. JAMBAR is the perfect fuel to power my active lifestyle and motherhood,” said Blanco.
A professional surfer from Southern California, Blanco was the gold medalist at the International Surfing Association Women’s World Surfing Championship in 2015 and 2016. She also won ABC’s The Ultimate Surfer competition in 2021 and is an accomplished yogi, painter and entrepreneur.
The newest member of Team JAMBAR, Blanco joins top-tier athletes including Olympic Gold Medalist Jonny Moseley, professional running power couple Joe Klecker and Sage Hurta-Klecker, Stroller Mile World Record Holder Neely Spence Gracey, pro cyclist and Gravel Hall of Famer Ali Tetrick, and professional skier and biker Ryan McElmon.
Tropical Trio is JAMBAR’s fifth flavor, and its first new flavor since the company launched in late 2021. In addition to the three vegan fruit flavors, JAMBAR also offers two bars that contain whey protein – Chocolate Cha Cha and Malt Nut Melody. All five flavors are crafted in a dedicated, state-of-the-art production facility in San Rafael, California.
JAMBAR Vegan Box Now Available
The company also announced the availability of a new 12-bar box featuring four bars each of JAMBAR’s three vegan options – Tropical Trio, Jammin’ Jazzleberry and Musical Mango. Every vegan bar contains 10 grams of high-quality sunflower protein and is sweetened using only organic maple syrup and natural sugars found in fruit.
The new vegan box can be purchased online at www.jambar.com and via Amazon Prime, and will be rolling out to retail locations this spring.
“Our vegan flavors pack a serious nutritional punch without sacrificing taste,” said Maxwell. “With the new vegan box, people who are focused on a plant-based diet can enjoy variety while staying true to their clean eating lifestyle.”
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. JAMBARs are available at jambar.com, via Amazon Prime, and at select grocery and sports specialty stores including Erewhon, Safeway (NorCal Division), Raley’s Supermarkets, Mother’s Market & Kitchen, Gelson’s Markets, Earth Fare, The Fresh Market, Good Earth Natural Foods, Mollie Stone’s Markets, Nugget Market and select Fleet Feet and other running store locations. 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
Are You Expo Experienced? Insiders Share Tips for the Best Expo West
By Steven Hoffman
Natural Products Expo West, first launched in 1981 and held every year since, at the Anaheim Convention Center in Anaheim, California, is the world’s largest natural and organic products trade show. Spread across five days, this year’s event, held March 12th to 16th, is expected to attract more than 65,000 trade visitors and over 3,000 exhibiting companies.
For business leaders, founders, entrepreneurs, retailers and others in the natural channel, attending Expo West is considered essential. However, as it can be costly, time consuming and a bit overwhelming, we asked industry insiders and colleagues their favorite tips to make the most of the show. Read on for some helpful hacks to maximize your Expo experience.
Karen Farrell, VP of Brand Services, PRESENCE
First, be sure to visit PRESENCE’s Hospitality Room at Expo West, Room 210A, at the Anaheim Convention Center. Trade members are welcome to visit during show hours for snacks, beverages, a place to meet or take a break, and to catch up with Presence Marketing team members.
On a self-care level, realize that all the restaurants and coffee shops are going to be crowded, for breakfast, in particular. Consider putting together a Whole Foods Market (or other) order with some basics for your hotel room to be delivered the night you get there. That way, you can get some nourishment and avoid long lines. Also, throw a healthy snack in your bag for nourishment during the day. This helps avoid ‘trade show stomach.’ I only sample things I haven’t tried before — samples are meant to be samples, not lunch! Also, make restaurant reservations well in advance of the show, preferably within walking distance, if possible. And if you can, consider making hotel reservations for next year’s (2025) event as soon as possible, as hotel space near the convention center fills up fast and is always in demand.
Leanne Thorsson, Director of Health and Natural Foods, Traditional Medicinals
Set appointments in advance; everyone’s time is tight at Expo West, so if you’re not on the calendar, you may not get the meeting. There’s always excitement and an extra level of engagement at the show. Plan in advance what you wish to accomplish — if it’s to visit booths, make a plan of what you want to see. We schedule meetings with account executives, regional managers, and major retail, distributor, and other key partners. This year, we are meeting with two new export partners for the first time; the event gives us an opportunity to meet with them in person and say hello. The show is a great way to get that human interaction, make the connections, talk about some of the larger items, and then set the stage for future conversations. Also, be sure to make unplanned time to walk the show and let some magic happen.
Stacy Gangestad, Director of Sales Management, Gimme Seaweed
Working as an exhibitor on the brand side, none of us in sales ever want to leave the booth, so that makes for long days. Taking a walk each day and getting some fresh air beforehand helps set the stage for the rest of the day. Wear comfortable shoes and get the extra padding under the carpet for your booth. We’ve learned over the years that a lot of initial conversations happen, but not a lot of business decisions are made at the show. It’s all about the follow up from there.
Also, consider after hours networking opportunities at Expo West: Go out to dinner with brokers and retail partners; attend events where there may be opportunities to connect with key buyers and other decision makers. Sometimes, you might run into a key contact just by going to the Hilton and Marriott lobbies, where many gather after each day of the show. We exhibit in Hall E — it’s a great location and the days go by fast because of all the positive energy and great vibes down there.
Jonathan Lawrence, VP of Center Store, Fresh Thyme Market
I’m a huge fan of Expo West. It’s very impressive, but can be very intimidating, not only to retailers and new buyers but also to brands (especially new brands). Tip number one is to capture the retailer’s attention. First thing you want to do is share the highlights around your brand strategy, specifically, why did you create this product and what makes it different from other products currently on shelf.
Have a positive and open-minded attitude. Be open to having conversations with people at all levels. When you’re talking about your brand, your product, talk to everyone that will listen, because everyone’s a consumer. Your product could be the next new product they tell people about. They might be able to give you great feedback, they might be able to make a great connection for you. Talk to the other brands when you’re at your booth. Some of those best connections are the people right next to you. The natural foods community is all connected.
Be efficient with your time. There are thousands of brands out there, so you don’t get a lot of time. Make sure you’re prepared. Have your elevator pitch ready, have maybe a sell sheet and product samples ready. Make sure you’re engaging. Don’t be sitting back behind your booth. Don’t be on your phone, looking down. Act like you want to be there, enjoy it, enjoy the fact that you’re in front of all these people at the biggest trade show.
I would focus on new retailers or new people that you don’t have current relationships with. And then keep conversations going. Not everything happens on the trade floor – great connections can be made in hallways, in passing on the show floor, off the show floor and at dinner. Utilize all the time that you have. While you’re there, you’ll have plenty of time to rest when you get home.
As a retailer, once we get home, we’re exhausted. But then Monday comes around and it’s back to work. Take a little time, but then make sure you’re following up. I would say a personalized note, don’t just send a canned email, that’s not very personal, it doesn’t show that you took the time to connect after. Send samples, I would say between a week to two weeks after. If it goes further than that, it might not be top of mind anymore. So, make sure you act fast.
Benji Fitts, Director of Growth Strategy, SPINS
So, you’re at your booth, spent a lot of money to get to Expo West, you’re meeting people, shaking hands, all that sort of fun stuff. And you’re going to need this little piece of paper, your sell sheet, to talk about your product.
There are just some simple things that you can do to make sure that your sell sheet looks good. First of all, it’s usually a piece of paper, 8½” by 11”, usually double-sided. You don’t have a lot of visual real estate so really, this has to be an amalgamation of the best things that you could possibly say about your product. Be brief, be succinct, and get the message across. Second, if you have the sell sheet in front of you, squint your eyes at it and if the biggest, most unique thing about your product, or whatever message you’re trying to convey, isn’t immediately apparent, then it needs to be fixed.
These shows are really all about discovery, finding out what’s new, what’s next. If this is what’s driving your product, is what is differentiated, innovative, what’s new and fresh about whatever you’re making, make sure that’s the primary message that a user is going to receive whenever they pick up one of these pieces of paper.
The storytelling element is really what drives a lot of the passion behind things. It’s a very passionate group of buyers, it’s a passionate industry, so lean into that a little bit, right? Make sure you’re highlighting sustainability and the key differences between you and the competition. It’s also smart to sometimes talk about your distribution partners or other people who you are already partnered with … and don’t forget to put your contact info and a call to action. Don’t just put a name and a phone number on there, but say, ‘Give me a call and let’s do business together.’
Allison Salvati, VP, Compass Natural; Former Marketing Lead for Bhakti Chai and noosa yoghurt
If you’re an exhibitor, you’ll want to collect contact information from as many people as you can who visit your booth. It’s up to you to collect that data; New Hope won’t share attendee or exhibitor contact lists. As such, it is recommended to purchase one or more seats on Expo West’s lead retrieval app. With it, you can scan badges using your smartphone camera, and at the end of the show, download contact info for every individual you and/or your team scanned. Also, consider cost-effective opportunities to amplify your brand at the show, including applying for a NEXTY Award for your new products, displaying in the New Products Showcase, and considering some of the more budget-minded sponsor opportunities for brands at Expo West, such as the Retailer’s Early Access Box. Check in to your Expo West Exhibitor Hub dashboard often so you don’t miss important deadlines, such as shipping to the show. Take advantage of Expo West social media tools, too, to promote your exhibit at the show.
Jim Slama, Managing Director, Naturally Chicago
Expo West is the big kahuna of trade shows in the natural products industry. Last year 65,000 attendees came to visit the booths of 3,000 vendors showing their wares. For brands, there is no better place to connect with retail buyers.
Michael Movitz, Co-Founder, Brandjectory; Managing Partner, The Movitz Group
My advice would be to attend as many social events as possible to network, network, network! I also suggest using a digital business card like Blinq or Flowpage. They’re easy to use, environmentally friendly and, in addition to contact information, can include links to your website, social media profiles and other online resources. Also, don’t forget to fully charge your devices and bring a portable phone charger – trade shows can be draining on your device’s battery, and having a backup charger can be a lifesaver.
Kelly Miano, Brand Strategy, Innovation and Launch Leader
Follow up. All of those connections you made are great but all that is forgotten if you don’t follow up in the weeks/months following Expo. Be selective in your sampling — try not to go back and forth between savory and sweet, your stomach will thank you. Drink more water than you think you need. It will help with headaches and you won’t be so tempted to try every sample. It’s easy to get sensory overload; it’s OK to take a break when you need it. Expo can be stressful — we’re on little sleep, excited, nervous, under pressure to land a sale. Everyone is trying to pack in as much as possible into a few short days. Assume positive intent, be gracious and kind. This is our industry, we are what we make it.
This article is based on personal interviews with industry leaders; a seminar hosted on Feb. 7, 2024, by New Hope Network and Naturally Boulder entitled “Beyond the Booth: A Blueprint for Creating Unforgettable Tradeshow Experiences”; and a Feb. 15, 2024, webinar hosted by Naturally Chicago, “Master Your Retailer Sell Story for Expo West.” You can access the Naturally Chicago webinar recording here.
Steven Hoffman is Managing Director of Compass Natural, providing public relations, brand marketing, social media and strategic business development services to natural, organic, sustainable and hemp/CBD products businesses. Compass Natural serves in PR and programming for NoCo Hemp Expo and Southern Hemp Expo, and Hoffman serves as Editor of the weekly Let’s Talk Hemp Newsletter, published by We are for Better Alternatives. Contact steve@compassnaturalmarketing.com.
Kiss the Ground: A Decade of Empowering the Regenerative Movement to Welcome Wave II
In the heart of the regenerative movement, Kiss the Ground has been a guiding force, shaping narratives and educating both brands and consumers since 2013. As the organization marks its remarkable decade, it stands at a historical juncture, ushering in Wave II of the Regenerative Movement.
The growth of regenerative agriculture has been nothing short of phenomenal. In fact, according to How Good, an independent research company, there has been a staggering 130% increase in companies adopting regenerative agriculture practices from 2019 to 2022. With the advent of Wave II, further growth in understanding the impact of regeneration is anticipated among both brands and consumers.
Steven Hoffman, principal of Compass Natural – a leading media and marketing firm in the natural product arena – shares his excitement about the next wave: "Kiss the Ground has united regenerative pioneers, business and thought leaders, celebrities, media, and influencers to deliver this crucial message to the public. We, in the regenerative agriculture products space, are thrilled to be part of Wave II – to see the impacts made."
As an audience-supported nonprofit, Kiss the Ground has played a pivotal role in elevating awareness about the social, commercial, and environmental benefits of regenerative food and agriculture. Regenerative agriculture, offering a viable solution to wellness, water, and climate crises, is now poised to become a top leader in the next phase of consumer awareness.
"Together, we've created a meaningful groundswell for the Regenerative Movement. To get to the tipping point, we will expand awareness, deepen engagement, and look to brands to help amplify the message with consumers. Kiss The Ground is here to help, no matter where you are on your regenerative journey," comments Evan Harrison, CEO of Kiss the Ground
Connect with Kiss the Ground: Reach out to create a customized plan aligned with your team's goals and values. Discover how they can meaningfully guide your company on the path to regeneration.
Immerse your team: Curate a learning experience tailored to your needs. Ranging from film screenings and customized engaging workshops to speaking sessions.
Bite-sized and in-depth learning: Empower your team by bringing them into this movement through on-demand access to acclaimed courses and resources.
Amplify your voice: Share your commitment to regeneration through storytelling partnerships. Sponsor media or campaigns that align with shared values.
Become a supporter: Gain high-impact exposure through Supporter Partner Spotlights across Kiss the Ground's platforms.
Engage consumers: Partner with Kiss the Ground as your featured nonprofit and empower customers to support regenerative initiatives through their purchases.
“Discovering the profound message of Kiss the Ground ignited a passion within me, prompting me to enroll in their education program – an immensely rewarding decision. Whenever I share my knowledge and train others on soil health, inquiries about further learning opportunities inevitably arise. I consistently recommend starting with the “Kiss the Ground” documentary and encouraging action through becoming a soil advocate, fostering hope, and igniting passion in others along the way.”
- Brian Hall, CEO of True Grace Health
Get Involved with Kiss the Ground at Expo West
Don't miss the screening of "Common Ground," the highly anticipated follow-up film to “Kiss the Ground,” at Natural Products Expo West on Friday, March 15. The film explores the shared connection Americans have with the soil beneath their feet.
Join the post-screening panel discussion with award-winning filmmakers Josh and Rebecca Tickell, producer John Roulac, farmer and cast member Gabe Brown, and additional guests who will delve into the film and the regenerative agriculture movement. Details here.
Connect with Kiss the Ground at Expo West 2024: Evan Harrison (CEO), Nathan Rice (Storytelling), Jackie Peller (Partnerships). Email partnerships@kisstheground.com.
Top Natural Foods Industry Podcast Features D.C. Food Accelerator Union Kitchen and Its Model for Revitalizing Inner-City Food Entrepreneurship
Compass Natural’s Coffee Talk Highlights Cullen Gilchrist, CEO of Union Kitchen, Who Shares About His Revolutionary Ecosystem for CPG Entrepreneurs
BOULDER, Colo. (Feb. 14, 2024) – Compass Natural’s Coffee Talk kicks off 2024 with Episode 35 of its popular podcast series by exploring the impact an innovative food accelerator is having on revitalizing food entrepreneurship in Washington, D.C., with special guest Cullen Gilchrist, CEO of Union Kitchen.
Union Kitchen is a Washington, D.C.-based food business accelerator that strives to empower local food founders by offering expertise and support from launch to scale. Since 2012, Union Kitchen has supported more than 300 brands through its four-phase accelerator and, overall, launches products seven times faster than the national average. In addition to its accelerator, Union Kitchen has six store locations throughout the Washington metro area, with products made locally and throughout the nation.
Union Kitchen connects entrepreneurs with the resources, capital, distribution and networks they need to establish sustainable success with their food businesses. Recently recognized as the "Best Startup Accelerator of 2023" by Startup Savant, Union Kitchen goes beyond being a typical culinary incubator and partners with food businesses of all sizes to grow and accelerate the success of their emerging food and beverage brands. Remarkably, their goal is to take a company from product to being on shelf within only 90 days.
“We started Union Kitchen as a solution to a problem,” says Gilchrist. “Historically, entrepreneurship has been reserved for people with capital and this has created barriers to entry for people who don’t have access to funding. Our model is based on removing this barrier for people who are passionate about food, passionate about business and about feeding their community. We take the financial risk away so as an Accelerator Member they just pay a monthly fee which allows businesses to get started in a way they couldn’t before.”
During the Coffee Talk conversation, Gilchrist shares his recipe for helping businesses launch successful brands. Union Kitchen empowers brands on their journey through four phases: from Launch to National Scale. At each phase brands are given tools and resources they need to seize opportunities, overcome challenges and reach new heights whether a brand is launching locally or ready to saturate nationally.
Phase 1: LAUNCH is about building a cohesive concept, executing the technical elements of a market-ready product and launching into the market.
Phase 2: PRODUCT MARKET FIT is focused on learning what consumers want and how to deliver that consistently through scalable systems, team building and leveraging Union Kitchen’s ecosystem.
Phase 3: GROWTH is expanding a product that has achieved regional product market fit and building the operations to support that.
Phase 4: SCALE is achieving national market penetration by outselling the leading competitors.
Brands that have emerged on the national scene due to Union Kitchen’s support include Compass Coffee, Snacklins, Myles's Comfort Food, Swapples, Aji Tea and many more.
Watch the recorded podcast and learn more about Union Kitchen’s roots, from a small commercial kitchen to their current 50k-square-foot manufacturing facility and how it enables entrepreneurs from all backgrounds to build their businesses.
If you’d like to nominate a business leader for a future Coffee Talk episode, click here.
About Compass Natural Marketing
Compass Natural is a leading PR, branding and business development agency serving the natural and organic products industry. Compass Natural’s Coffee Talk podcast is co-hosted by industry veterans Steven Hoffman and Bill Capsalis and features lively interactive conversations with leaders and experts in the natural products space. The podcast is designed to help entrepreneurs and businesses of any size succeed in the natural, organic, regenerative, hemp-derived and other eco-friendly products market. Watch all Coffee Talk episodes on Compass Natural’s YouTube Channel.
Media Contact
Steven Hoffman, Compass Natural, steve@compassnatural.com, tel: 303.807.1042
Woman-Owned JAMBAR®, Maker of Organic Whole Food Energy Bars, Expands Retail Presence with Erewhon
Founded by Jennifer Maxwell, creator of the original PowerBar®, JAMBAR certified organic energy bars are now available in all 10 locations of leading natural products retailer Erewhon. Rapidly growing its retail and distribution base, JAMBAR also recently appointed natural products industry sales veteran Darren Wagoner as national sales manager.
SAN RAFAEL, Calif. (Feb. 6, 2024) – Independent, woman-owned JAMBAR, the artisan-made, organic energy bar company founded in 2021 by Jennifer Maxwell, is pleased to announce significant expansion of its line of certified organic, whole food energy bars. Maxwell, a food scientist, athlete and musician, together with her late husband, Brian Maxwell, essentially created the entire energy bar category when they launched the original PowerBar® in the mid-1980s.
Consumers can now find JAMBAR organic energy bars in all 10 Erewhon locations. Based in Los Angeles, Erewhon is renowned as one of the most innovative natural products retailers in the U.S. Erewhon will offer three JAMBAR flavors – Malt Nut Melody, Chocolate Cha Cha and Jammin’ Jazzleberry. By supporting local producers, ethical brands and sustainable farming practices, offering exceptional customer service and education, and fostering community, Erewhon has built a reputation that attracts healthy lifestyle consumers, athletes, entertainers and celebrities alike.
“With its commitment to quality, selection and service, Erewhon has become a ‘gold standard’ among grocers who sell natural products. As a mission-based brand committed to providing customers with premium quality organic products at an affordable price, we’re excited to partner with Erewhon,” said Maxwell, JAMBAR’s CEO and founder.
“We are pleased to offer JAMBARs to our customers,” said Vito Antoci, executive vice president of Erewhon. “First, they are simply delicious and nutritious whole food, certified organic energy bars that meet our high standards. Second, we support mission-based brands such as JAMBAR, which donates 50% of after-tax profits to organizations that promote music and active living.”
JAMBAR Featured in Leading Groceries, Specialty Retailers
In addition to Erewhon, JAMBAR is expanding its retail presence across the U.S. – the company’s artisan-made, organic energy bars are now available in leading grocers and specialty and athletic stores, including Safeway (NorCal Division), Raley’s Supermarkets, Mother’s Market & Kitchen, Lazy Acres, Gelson’s Markets, Earth Fare, The Fresh Market, Good Earth Natural Foods, Mollie Stone’s Markets, Nugget Market, Cambridge Naturals, United Market, Scotty’s Market, Lucky’s Market, Bon Appetit, Fleet Feet and more.
Using only certified organic, whole food ingredients, JAMBARs are crafted in small batches in the company’s own state-of-the-art facility. Made of organic ancient grains, berries, nuts, premium chocolate, proteins from sunflowers and organic dairy, and real syrup, juices and honey as sweeteners, JAMBAR delivers a convenient, incredibly tasty bar you can take anywhere. All four flavors of JAMBAR — Malt Nut Melody, Musical Mango, Chocolate Cha Cha and Jammin’ Jazzleberry — are also available online at JAMBAR.com and via Amazon Prime.
For wholesale accounts, JAMBAR is distributed by leading natural and specialty foods distributors including UNFI, KeHE and Chex Distributing. For wholesale inquiries, contact jammin@jambar.com, tel 877-JAMBARZ.
JAMBAR Appoints National Sales Manager
In related news, JAMBAR recently appointed natural products industry sales veteran Darren Wagoner as national sales manager. Wagoner’s experience includes serving as national account manager and key account manager for such leading brands as Activate Drinks, Purity Organic, High Brew and CB Gourmet Foods. The appointment reflects the company’s focus on building sales in key natural products markets as it expands manufacturing and distribution.
Visit JAMBAR at Natural Products Expo West, Booth N2140
Visit JAMBAR at Natural Products Expo West, the world’s largest natural and organic products trade exhibition, March 13-15, 2024, Booth N2140 in the North Hall’s Hot Products Pavilion at the Anaheim Convention Center in Anaheim, California. In addition, JAMBAR will be sampling its products at all Erewhon Southern California locations the week before Expo West.
About JAMBAR
In 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. A mission-based brand, JAMBAR donates 50% of after-tax profits to organizations that support music and active living. Runner’s World named JAMBAR the Best Protein Bar for runners in 2022 and also recognized JAMBAR with its 2023 Fitness Nutrition Award. 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