What Natural and Organic Buyers Want at Newtopia Now
Retailers look to New Hope Network's new natural products program and trade show to guide conscious CPG innovation and growth. Find out more.
This article originally appeared on the New Hope Network website on June 26, 2024
By Steven Hoffman
As the natural, organic, regenerative and “conscious CPG” industry prepares to gather in Denver, Colorado, on August 25-28 for the inaugural Newtopia Now, a number of retailers attending and participating in the event shared their thoughts on what drives their purchasing and foraging decisions today.
They also shared perspectives on how they best like to work with partner brands to achieve their goals and serve their customers—and how Newtopia Now can provide value in helping match them with companies and brands in a more intimate, innovative and curated trade show and conference setting.
Numerous retail buyers, foragers and business owners across the country participated in this story, ranging from large chains such as Whole Foods Market and Sprouts Farmers Market; smaller chains such as Earth Fare and Bristol Farms; online retailer Thrive Market; and independent grocers St. Vrain Market and Mustard Seed Market & Café.
Here’s what these retailers shared about today’s marketplace, what drives their purchasing decisions and how they are turning to the upcoming Newtopia Now as a key new resource to help them in their work.
Casey Gaston, Executive Leader, Local and Emerging Brands, Center Store, Whole Foods Market
Founded in 1980 and based in Austin, Texas, Whole Foods Market operates more than 530 stores in the U.S., Canada and the U.K. Casey Gaston is a featured presenter at Newtopia Now as part of a panel discussion, How to Get Your Product into Whole Foods Market, at 10:15 a.m. Tuesday, August 27.
Casey Gaston
Things are always changing in business and we have to remain nimble. Today, Whole Foods Market is connecting with suppliers in a lot more ways than ever before. Getting the attention of our merchants and foragers hasn’t changed as much, however. Start by doing your homework: utilize the Whole Foods Market Supplier Portal and review our quality and product standards. New and emerging brands can connect through our keystone incubation program, LEAP (Local and Emerging Accelerator Program). The LEAP Early Growth cohort, which works with early growth brands, is now in its third year and applications have tripled. While a limited number of brands are selected for a given cohort, others still get on to our radar as a result of the application process. Our Local Producer Loan Program also remains a strong pillar for Whole Foods Market.
As a forager team, we’re excited that the format of Newtopia Now is different. While large brands can get much of the visibility at a show like Expo West, Newtopia Now allows emerging brands to be the stars. We can’t wait to experience a show dedicated to new and emerging brands. We are looking for innovation and trends, and are excited to see brands that have something to show us. We like the concept of matchmaking, and we’ll be hosting some of our own meetings at the event. We’re going to lean in on all the tools and programs New Hope is providing at Newtopia Now.
Darren Viscount, Senior Natural Living Category Manager, Bristol Farms
Founded in 1982, Bristol Farms operates 13 stores in Southern California. With 27 years’ experience in retail, Darren Viscount is a featured presenter as part of a panel discussion, Leading Natural Living Buyers Tell All: Thrive, PCC and Bristol Farms, at 1:30 p.m. Monday, August 26.
Darren Viscount
Shopping for natural foods is less of a destination now than when I first started in the industry. Today, natural products can also be found online, in mass market, in conventional— there is a lot more opportunity for people to purchase these products. In addition, when there is disruption in the economy like we’ve seen over the past few years, people want value.
That said, while ingredients and quality are certainly a factor, our customers are looking for value. So, when I work with brands, I make sure we have promotions, including long-term promotional agreements and/or quarterly promotions. We also put an emphasis on staff training, whether it’s in-store, online or team training sessions. We want to help our customers so that when they get home, they know they’ve made the right decision on product selection.
Today, social media drives a lot of our purchasing decisions. We monitor TikTok and Instagram to see what’s trending. Right now, for example, trends in supplements include magnesium, creatine, high protein products, electrolytes, gut biome and health, probiotics and more. There are a lot of influencers on social media that drive people to our stores, too.
Our goal at Newtopia Now is to foster closer relationships with brands we meet at the event. I like to attend events such as Newtopia Now because I get to talk directly with founders, CEOs, product developers and other brand leaders and speak with them about how they will support our stores, our teams and our customers. It is valuable to me in building community on a business and personal level. With Newtopia Now structured as a more intimate event, we hope to get more one-on-one time with the vendors and find brands to cultivate and nourish from the ground up.
Phillip Nabors, Co-Founder, Mustard Seed Market & Café
With two full service stores and a restaurant serving the Akron, Ohio, market, Mustard Seed Market & Café, established in 1981, is one of Ohio’s largest independently owned retailers of natural and organic products. Cofounded by Margaret and Phillip Nabors, their sons Gabe and Abraham now lead operations for the stores. Phillip served as president of the Retailer Division of the NPA (formerly NNFA) in 1993 and served for 10 years on the Natural Foods Committee of FMI—the Food Marketing Institute.
Phillip Nabors
From the early days, we were unique from the more “pill-driven” health food stores of the time. We made a conscious effort to bring in locally sourced food, whatever we could get from producers and distributors. By having as much food as possible, we enjoyed a large trade area—a 50-mile-plus radius.
Now, the trade area is much smaller and we have to compete with everyone. We have to really sharpen our pencil on price to be competitive. The early days were about education; the customers went on a learning journey with us. Now that you can find natural foods just about everywhere, it’s “What’s the price?”
However, there remains the mission, along with the opportunity to educate, and we’ve always been the trustworthy source of information. We’re actually sincere about the mission of propagating wellness. Some people get that and are willing to drive or pay a bit more to support us. For Newtopia Now, I’m the test pilot for our company. I’m intrigued about the Matchmaking program and have signed up for it.
If I look back at all the best times I’ve had at shows, it’s the deeper conversations. Not just about the attributes of the product, but also alignment on values. I’ve always learned a lot from interacting with suppliers and brands, and I enjoy meeting new people and running into peers and colleagues I’ve known for decades. Plus, I learn a lot from other retailers. I’m looking forward to interacting with all these constituents on a deeper level at Newtopia Now.
I’d like to add that I appreciate all that New Hope Network has done over the decades and what a critical role it has played in growing the natural products industry. Their trade shows in large part enabled the industry’s growth. They have delivered an amazing product over the years. The fact that the company is trying something new makes me want to support them all the more.
Scott Romano, Vice President, Forager, Sprouts Farmers Market
Based in Phoenix, Arizona, Sprouts Farmers Market operates more than 400 stores in 23 states. Scott Romano is a featured presenter as part of the panel discussion, How to Get Noticed by the Sprouts Forager Team, at 12:30 p.m. Monday, August 26.
Scott Romano
Sprouts Farmers Market operates more than 400 stores in 23 states, and is looking to grow the store base at 10% per year going forward. Innovation is our key, and differentiation is what Sprouts is seeking.
When you think of today’s retail landscape, anyone can carry these products. So, for us in making buying decisions, differentiation and innovation lead the first round, and then we look for taste, number one. We scorecard every brand we bring in—we look at attributes such as diversity/minority owned, sustainability, is the product on trend, for example, regenerative agriculture, mushroom adaptogens, probiotics, etc. Then, based on a point system, we will place products in one of three buckets: yes, we want to pursue further; hold and let’s keep it in the pipeline; or decline and thank you, we’ll pass.
While we are being a little more selective, we do have a foraging program for new brands that can help take some of the costs out of the system. The foraging program is a 90-day test period where select brands can receive sales data and general engagement insight. We’re also able to learn from that to prepare the brand for next steps, be it regional or national, and also continue to evolve the program to have a higher success rate with brands we launch. Currently, we are finding success with brands that have built some kind of online B2C presence before expanding into brick and mortar.
Sprouts is looking forward to going to Newtopia Now. There will be a team of folks foraging on the floor, and I will be participating in a Buyer Side Chat to help vendors learn how to get in front of the buyers at Sprouts. The first year is more exploratory for us, however, we’re excited to see the different neighborhoods Newtopia Now has planned, and experience a show in a different way. As a more intimate and focused event, it is a welcome bookend to Natural Products Expo West.
Mitch Orland, Senior Vice President of Merchandising and Marketing, Earth Fare
Earth Fare, founded in 1975 and based in Asheville, North Carolina, is a leading chain of natural and organic food supermarkets with 18 locations in seven states throughout the southeastern U.S. A new ownership group, comprising some of Earth Fare’s original founders, purchased Earth Fare out of bankruptcy in 2020 and has been re-establishing the company as a natural foods retail leader across the Southeast.
Mitch Orland
We opened four years ago during the COVID pandemic when new owners bought Earth Fare out bankruptcy. The group comprises some of the original founders. Since then, we learned we have to reinvent ourselves. We have to be first to market, customer service is key, our people are important, and value perception is super important. Our industry is known for prices higher than conventional, but Earth Fare has combatted this price perception by offering discounts, promotions, every day deals and a Healthy Rewards in-store loyalty program.
Also, we like to stay on top of the trends and are getting out in front on regenerative food and farming. We are closely aligned with the Plant Based Foods Association, the regenerative Land to Market program, Regenified and others. We continue to cultivate these relationships and often they’ll tell us about brands that we can explore.
In addition, one of the top trends we’re working on is ‘craft vegan.’ It’s a trend that was reported on in 2023 by New Hope Network, and in fact, I coined the term to describe the next generation of artisan-made vegan foods, including plant-based aged cheeses, dairy-free butters, deli meats made from mycelium-based Koji, and more. We are getting a handle on food waste, and our program Save & Stop Waste has diverted over half a million pounds of food from landfills over four years.
Personally, I like to forage at local farmers markets within driving distance of our stores. It’s a great way to find local producers and supports the communities. We can bring product to market faster than anyone else—from farmers market to shelf in as little as three weeks. I’m also a chef, so what lights me up about my job is supporting small emerging brands and see what they’re going to do next.
Earth Fare is bringing a full team to Newtopia Now, and we are planning to do something fun—however, it’s a secret for now! For us, it’s about connection, learning, team building and what’s on the horizon. I’m glad New Hope is doing more to directly link the buyers and brands with this first-time event.
Neil Sullivan, Co-Owner, St. Vrain Market
Located in Lyons, Colorado, the gateway to Rocky Mountain National Park, in a historic building that once served as a creamery in the 1800s, family owned and operated St. Vrain Market is well known in the area for its selection of natural, organic and specialty products, premium meats and fresh baked goods. Co-owner Neil Sullivan’s experience includes working at the former upscale Sutton Place Gourmet in Washington, DC.
Neil Sullivan
My wife and I have owned St. Vrain Market for 16 years. It had been a grocery store for many years and has a 100-plus year history. The store was run down when we bought it, so we traveled around to visit independently owned, single-store retailers in northern California. We modeled a lot of what we do today on some of the things we saw coming out of these stores, including local sourcing. We also modeled the store as a European style market—you can shop here for the day’s or a few days’ needs.
We created a tagline when we launched St. Vrain Market: ‘Local and Fresh.’ We asked ourselves, how do you meet the needs of a local community by also supporting that local community? We source many products from fresh and local producers. We give the town something they can be proud of and the community has responded.
People know us best for our bakery—it comprises 20% of our revenue and we employ five full-time bakers—plus an all-natural deli and a very nice meat case. The produce we offer is almost all organic; we have a great dairy selection and we feature local and national brands.
We are far from a commodity player. When we look for supplier partners, we have a specific set of criteria. We’re looking for brands that share both beliefs and practices and can be a great partner for us. Clean ingredients, sustainable-focused packaging, conscious, mission-based businesses—we and other independent retailers are prioritizing these attributes over commodity pricing.
But, we also need entities such as New Hope Network to help us find those partners and sift through all that is out there in the broader industry. For us, Newtopia Now is helping to find the best ways to bring meaningful partnerships together and identify the brands that best align with our criteria. It will help cut through a lot of time and noise and not spin our wheels.
One of the trends we’re moving with is sustainable packaging in our foodservice and food preparation. We use compostable supplies almost exclusively. That’s the criteria I’m including in my Newtopia Now ‘dating profile.’ With Newtopia Now in the matchmaking business, it’s going to help me find suppliers that meet my dating profile.
Also, the event offers me an opportunity to get away from my business long enough as an owner-operator to get information outside of my store walls that I may not get otherwise. I’m also excited to engage at Newtopia Now with suppliers and partners that support minority owned businesses. Our mission statement at St. Vrain Market has nothing about food in it—it’s simply to build community. Our mission is to do well by doing good.
Kirstin Ratcliffe, Senior Category Manager, Beauty and Personal Care, Thrive Market
Thrive Market, based in Los Angeles, California, and founded in 2014, is the leading member-based online retailer offering natural, organic and regenerative products to healthy lifestyle consumers. Kirstin Ratcliffe is a featured presenter at Newtopia Now as part of a panel discussion, Leading Natural Living Buyers Tell All: Thrive, PCC and Bristol Farms, at 1:30 p.m. Monday, August 26.
Kirstin Ratcliffe
Our mission at Thrive Market is to make healthy and sustainable living easy and affordable and for everyone. We work with the biggest companies in the natural space to up and coming independent brands. Providing our members value is true to the core of our mission—we want to give people access everywhere. So, when we are looking for brand partners, value and price are a part of it; it’s one of the first conversations we have.
Being a fully online business, a huge focus for us is to meet our members where they are and to provide convenience. Convenience is a big factor, and we keep that in mind when we are curating. We have a tight pulse on what our members are looking for, and always strive to bring the products they know and love directly to them via Thrive Market. We take the guesswork out of finding healthy products for their entire home, and aim to be that healthy and sustainable destination where they can buy their groceries, as well as their shampoo, body wash, vitamins, toothpaste, cleaning products, etc.
Another key area we hone in on is our standards. We restrict 1,000+ ingredients, including phthalates, parabens, petroleum-derived ingredients and others, which you can learn more about on our website. Certified organic is a first choice when we can; non-GMO is nonnegotiable. We are always seeking more sustainable alternatives, including packaging. With beauty and personal care products, we closely follow standards put forward by the Environmental Working Group (EWG), and we require testing (i.e. for heavy metals) for certain ingredients of concern. We will require certain testing, if needed. We also carry cruelty free brands and prioritize Fair Trade Certified, as well as those brands that support regenerative sourcing and farming.
We’ve always had a strong relationship with New Hope Network. We view its shows as a great way to connect with existing partners, discover new brands, create relationships with private label and third-party partners, and learn about what’s new and trending. We’re excited about the new experience that Newtopia Now offers, coming on the back of participant surveys to understand what they wanted from a show. The marketplaces, or neighborhoods, they’ve teased out is interesting and will provide an opportunity to see how products stand out against each other on the shelf. It’s also particularly important for us that a brand can stand out in an online environment. That’s what we’ll be looking for, as well as partners whose mission(s) aligns with our own.
Newtopia Now, New Hope Network's new trade show, is set for Aug. 25-28 at the Colorado Convention Center in Denver, Colorado. For more information and to register, click here.
A Toxic Combination: Forever Chemicals Are Adding to the Health Risks of Pesticides
This article first appeared in the August 2024 issue of Presence Marketing’s newsletter.
By Steven Hoffman
Two recent studies, one conducted by Consumer Reports and published in May 2024, and another published in Environmental Health Perspectives in July 2024, suggest that exposure to toxic synthetic pesticides continues to be a serious issue and a growing threat to human, animal and environmental health.
Now, add forever chemicals into the mix, as environmental advocacy groups found that 66 active ingredients currently approved for use in pesticides qualify as PFAS, also known as “forever chemicals.”
In addition, according to the study, “Forever Pesticides: A Growing Source of PFAS Contamination in the Environment,” eight approved “inert” ingredients – added to pesticides to help chemicals disperse and stick to the plants, for example – also qualify as PFAS. The research was conducted by the Center for Biological Diversity, Public Employees for Environmental Responsibility and the Environmental Working Group, and was published in the journal Environmental Health Perspectives.
Most Comprehensive Pesticide Review Ever
According to the Consumer Reports study published in May, the advocacy group conducted “our most comprehensive review ever of pesticides in food,” looking at 59 common fruits and vegetables (fresh versions, and in some cases, also canned, dried and frozen fruits and vegetables) and analyzing seven years of data from the U.S. Department of Agriculture. USDA annually tests a selection of conventional and organic produce grown in or imported to the U.S. for pesticide residues.
“Our new results continue to raise red flags,” said Catherine Roberts on behalf of Consumer Reports. “Pesticides posed significant risks in 20% of the foods we examined, including popular choices such as bell peppers, blueberries, green beans, potatoes, and strawberries. One food, green beans, had residues of a pesticide that hasn’t been allowed to be used on the vegetable in the U.S. for over a decade. And imported produce, especially some from Mexico, was particularly likely to carry risky levels of pesticide residues.”
Added Roberts, “When it comes to healthy eating, fruits and vegetables reign supreme. But along with all their vitamins, minerals and other nutrients can come something else: an unhealthy dose of dangerous pesticides.” Science has strongly linked pesticide exposure to increased risks of cancer, diabetes, neurological and childhood development issues, and many other health problems.
PFAS: Compounding the Concern
Compounding the concern of pesticide pollution is the discovery that PFAS chemicals are being used in many of the toxic, synthetic pesticide formulations approved for use on farms across the U.S., raising questions about the long-term consequences of such pernicious substances enduring for decades in our soil and water. According to the Environmental Protection Agency, these chemicals “break down very slowly and can build up in people, animals, and the environment over time.”
PFAS have been linked to cancer, reproductive issues and developmental delays in children, among other adverse health effects. To make matters worse, the researchers who published the Environmental Health Perspectives report found that a process called fluorination, which can create PFAS chemicals, is being used increasingly in the manufacture of pesticides to make them stick around for longer, Civil Eats reported.
“This is truly frightening news, because pesticides are some of the most widely dispersed pollutants in the world,” said Nathan Donley, Environmental Health Science Director for the Center for Biological Diversity and one of the study’s authors. “Lacing pesticides with forever chemicals is likely burdening the next generation with more chronic diseases and impossible cleanup responsibilities. The Environmental Protection Agency needs to get a grasp on this fast-emerging threat right away.”
“Toxic PFAS have no place in our food, water or homes, posing a serious threat to our health and environment,” said David Andrews, Ph.D., Deputy Director of Investigations and a Senior Scientist with the Environmental Working Group, a co-author of the study. “The increasing use of PFAS pesticides will lead to increasing levels of PFAS in the environment. PFAS not only endanger agricultural workers and communities but also jeopardize downstream water sources, where pesticide runoff can contaminate drinking supplies. From home gardens to pet care, the use of these pesticide products further illustrates why we must end all non-essential uses of these persistent forever chemicals,” Andrews added.
Choose Organic
Based on Consumer Reports’ research, the largest risks of dietary exposure to pesticide residues are caused by just a few pesticides concentrated in a handful of fruits and vegetables. Their findings also indicated that nearly all of the organically produced fruits and vegetables tested presented little to no risk.
To help educate consumers, Consumer Reports produced a printable guide showing the risk in produce from pesticides in both their conventional and organically produced counterparts, as well as whether they are grown domestically or imported.
Consumer Reports advised, “A proven way to reduce pesticide exposure is to eat organic fruits and vegetables, especially for the highest-risk foods. We had information about organically grown versions for 45 of the 59 foods in our analysis. Nearly all had low or very low pesticide risk, and only two domestically grown varieties—fresh spinach and potatoes—posed even a moderate risk. Organic foods’ low-risk ratings indicate that the USDA’s organic certification program, for the most part, is working,” Consumer Reports said.
“Less pesticide on food means less in our bodies: Multiple studies have shown that switching to an organic diet quickly reduces dietary exposure. Organic farming protects health in other ways, too, especially for farmworkers and rural residents, because pesticides are less likely to drift into the areas where they live or to contaminate drinking water,” Consumer Reports added.
However, of concern to advocates of organic agriculture, the report also showed that imported organic green beans had a very high pesticide risk – “the exact same rating as imported conventional green beans,” said Max Goldberg, Publisher of Organic Insider, in commenting on the study. Additionally, Consumer Reports findings indicated that U.S. grown organic spinach presented a “moderate” pesticide risk – “the exact same rating as both U.S.-grown and imported conventional Spinach,” Goldberg noted. U.S.-grown organic potatoes also presented a moderate risk, as did imported organic kale, according to USDA data analyzed by Consumer Reports.
While organic agriculture does allow for certain pesticides to be used, they are low-risk and derived from natural mineral or biological sources that have been approved by the USDA’s National Organic Program, said Goldberg, a renowned advocate for organic food and agriculture. Additionally, he noted, chemicals linked to human health and environmental issues, such as glyphosate or neonicotinoids, are prohibited in organic.
“The organic system is not fool-proof, and organic farmers may have persistent pesticides in their soil that have not degraded after the three-year transition period. Or, they may be the victim of pesticide drift from neighboring conventional farms. That being said, any fruit or vegetable that has a moderate, high or very high pesticide risk is a very serious red flag and should call for an immediate investigation. The fact that Consumer Reports looked at nearly 30,000 fruit and vegetable samples would invalidate an ‘isolated incident’ excuse,” Goldberg asserted.
“One of the primary reasons that we are paying extra to buy organic is specifically to avoid these chemicals. And yet, not only do imported organic green beans pose a very high pesticide risk, but they, along with U.S.-grown organic spinach, pose the exact same pesticide risk as their conventional counterparts,” he said.
“In the interim, retailers and brands must demand that their suppliers conduct third-party pesticide testing for all organic fruits and vegetables, or at a bare minimum, for all imported organic green beans and organic kale, and U.S.-grown organic spinach and organic potatoes. This will help identify who the bad actors are, so they can be removed from the system. We have no choice but to be unrelenting when it comes to pesticide contamination of organic fruits and vegetables,” said Goldberg.
Learn More
Download a printable version of Consumer Reports’ guide to pesticides in produce here.
Learn more about “Forever Pesticides: A Growing Source of PFAS Contamination in the Environment” here.
Follow and subscribe to Organic Insider here.
Edward & Sons® Organic Rice Crackers Leads List of Gluten Free Products with Zero Detectable Levels of Glyphosate
Consumer advocacy group Moms Across America had 46 gluten free food products tested for glyphosate residues; Edward & Sons® Organic Brown Rice Snaps® was one of only two products that had zero detectable levels of the toxic, synthetic herbicide.
CARPINTERIA, Calif. (July 9, 2024) – According to a new report by Moms Across America, a nonprofit consumer advocacy group, 46 samples of organic and non-organic gluten free foods were tested for glyphosate – the most widely used herbicide in the world and one linked to a variety of health issues. The results showed that 44 out of 46 samples contained glyphosate residues. Moreover, the tests revealed that not all organic, gluten free products were free of glyphosate.
However, one organic product line, Edward & Sons Organic Brown Rice Snaps®, had no detectable levels of glyphosate, according to Moms Across America’s test results.
For a summary of the results, visit here.
In the U.S., 12% of men and 9% of women report eating gluten free diets. Globally, approximately 660 million people avoid gluten. It also is estimated that 1 in 100 people worldwide are affected by celiac disease.
"Moms Across America was thrilled to find that Edward & Sons' rice crackers, a staple in many of our homes, had no detectable level of glyphosate. Only two gluten free products out of the 46 samples tested achieved this status,” said Zen Honeycutt, Founder and Executive Director of Moms Across America.
“In an increasingly toxic environment, for a product not to be contaminated with glyphosate is no small feat. It takes integrity and commitment to source clean ingredients, and we are thrilled to celebrate companies that are producing safe, nontoxic, quality foods. We hope many brands are inspired by the results and urge their suppliers to discontinue glyphosate and all toxic agrochemical use and transition to regenerative and organic farming for a thriving future. Thank you, Edward & Sons!" Honeycutt added.
“It has become increasingly challenging for all of us to avoid contaminants in our food, water and air,” explained Joel Dee, Founder and Director of leading organic and plant-based foods pioneer Edward & Sons Trading Company, Inc. “At Edward & Sons, we take the challenge seriously. We are proud of the recognition received by our organic baked Brown Rice Snaps. It validates the selection and practices of our farmer-partners. Their commitment to organic agriculture nurtures their local ecology, protects farmers and consumers, and makes possible the most delicious and nutritious foods we can offer.”
Glyphosate, a synthetic herbicide originally patented in 1974 by the Monsanto Company, is known as the active ingredient in Roundup®-branded herbicides. According to watchdog group U.S. Right to Know, Monsanto reportedly removed glyphosate-based herbicides from the U.S. consumer market in 2023, but it is still widely used in commercial agriculture. In 2022, researchers at the National Center for Environmental Health, Centers for Disease Control and Prevention detected glyphosate in the urine of 81% of Americans over six years of age.
“We believe that gluten-free manufacturers are challenged to find clean ingredients for their products because the U.S. government allows so many harmful agrochemicals to be used,” Honeycutt said in the report. Testing for the Moms Across America investigation was conducted by an accredited laboratory, Health Research Institute Laboratories. For the full glyphosate laboratory test results visit here.
About Edward & Sons
Offering a unique portfolio of plant-based, natural, sustainable and organic grocery brands since 1978, including Native Forest®, Edward & Sons, Let’s Do Organic® and more, Edward & Sons Trading Company, Inc. is known for its convenient and nourishing foods that support local economies and the environment. An independently owned business based in Carpinteria, California, Edward & Sons is committed to providing health-conscious consumers “Convenience Without Compromise®.” For more information,visit www.EdwardandSons.com and follow us on Facebook, TikTok and Instagram.
Media Contact
Steven Hoffman, Compass Natural, steve@compassnatural.com, tel 303.807.1042
Harvard Researchers: ‘Planet-Friendly’ Diet Promotes Human Longevity, Cuts GHG Emissions
By Steven Hoffman
Was Frances Moore Lappé ahead of her time when she wrote the bestseller Diet for a Small Planet? The book, which has sold more than three million copies since it was first published in 1971, argued that industrial food production has a negative impact on the environment. Presenting a basic guide for a healthy diet along with recipes, Lappé’s groundbreaking book advocated for “environmental vegetarianism.”
Now, in time for the Northern Hemisphere’s extreme summer heat, researchers at Harvard University’s T.H. Chan School of Public Health suggest that a “Planetary Health Diet” (PHD) that emphasizes fruits, vegetables and whole grains, while allowing for modest consumption of meat and dairy products, reduces the risk of premature death in humans by nearly one third – while also reducing the release of greenhouse gases that are linked to global warming and climate change.
The study, published on June 10, 2024, in The American Journal of Clinical Nutrition, found that the risk of premature death was 30% lower in the top 10% of participants most closely adhering to the Planetary Health Diet compared to those in the lowest 10%. Every major cause of death, including cancer, heart disease and lung disease, was lower with greater adherence to this dietary pattern, said the study’s authors.
“For every major cause of death we looked at, there was a lower risk in people with better adherence to the Planetary Health Diet,” Walter Willett, M.D., professor of epidemiology and nutrition and co-author of the study, said in a statement.
In addition, the researchers found that those with the highest adherence to the PHD had a substantially lower environmental impact than those with the lowest adherence, including 29% lower greenhouse gas emissions, 21% lower fertilizer needs and 51% lower cropland use.
“Climate change has our planet on track for ecological disaster, and our food system plays a major role. Shifting how we eat can help slow the process of climate change. And what’s healthiest for the planet is also healthiest for humans,” Dr. Willet said.
The Harvard researchers noted that their work is the first large-scale study to directly evaluate the impacts of adherence to recommendations in the landmark EAT-Lancet report. Published in 2019, the report was the first full scientific review that brought together 37 world-leading scientists to ask the question, “Can we feed a future population of 10 billion people a healthy diet within planetary boundaries?”
While other studies have found that diets emphasizing plant-based foods over animal-sourced foods could have benefits for human and planetary health, most have used one-time dietary assessments, which produce weaker results than looking at diets over a long period of time, the authors noted.
As such, the researchers used health data from more than 200,000 women and men enrolled in Harvard’s Nurses’ Health Study I and II and the Health Professionals Follow-Up Study. Participants were free of major chronic diseases at the start of the study and completed dietary questionnaires every four years for up to 34 years. Participants’ diets were scored based on intake of 15 food groups — including whole grains, vegetables, poultry and nuts — to quantify adherence to the PHD.
“Eating more whole plant foods, less animal foods and less highly processed foods is better for people and planet alike,” David Katz, M.D., told CNN in a recent interview about the study. “In this paper, we see that same message amplified: Adhering to a dietary pattern conducive to the health of the planet and sustainability is associated with meaningful reductions in all-cause mortality.” Katz is the founder of the nonprofit True Health Initiative, a global coalition of experts dedicated to evidence-based lifestyle medicine.
“Our study is noteworthy given that the U.S. Department of Agriculture has refused to consider the environmental impacts of dietary choices, and any reference to the environmental effects of diet will not be allowed in the upcoming revision of the U.S. Dietary Guidelines,” said Dr. Willett. “The findings show just how linked human and planetary health are. Eating healthfully boosts environmental sustainability — which in turn is essential for the health and well-being of every person on Earth.”
In 2021, for the 50th anniversary of the publication of Diet for a Small Planet, Frances Moore Lappé wrote: “In 1970, I never imagined the impact of our diet on the looming life-and-death climate crisis. Nor that 40 years later my own daughter, Anna, would tackle this threat in Diet for a Hot Planet, enabling me to learn so much about the climate-food connection. If we achieve a societal shift toward plant-based diets, we can reduce greenhouse gas emissions from farming by as much as 70% by 2050.”
Lappé added: “Worldwide, if those eating meat-centered diets simply moved to popular low-meat or no-meat fare – such as traditional Mediterranean or vegetarian cuisine – emissions could be reduced by an amount equal to the current greenhouse gas emissions of all cars, trucks, planes, trains and ships. … More heartening news is that changes to farming and eating that benefit our Earth also enhance our health.”
Learn more:
Evaluating Population Diets and Planetary Health—Shining New Light
American Journal of Clinical Nutrition, June 10, 2024
Diet for a Hot Planet, by Anna Lappé, originally published in 2010
Diet for a Small Planet, by Francis Moore Lappé, originally published in 1971
JAMBAR Organic Artisan Energy Bars Now Available in Select California and Hawaii Whole Foods Market Stores
In keeping with Whole Foods Market’s mission of giving back to the community, JAMBAR donates 50% of after-tax profits to local music and active-living organizations
SAN RAFAEL, Calif. (June 19, 2024) – JAMBAR®, the artisan-made organic energy bar company launched in 2021 by PowerBar® co-founder Jennifer Maxwell, continues to expand its nationwide retail footprint. JAMBARs will now be carried in select Whole Foods Market stores in Northern California, Southern California and Hawaii.
“JAMBAR is excited to be a part of the Whole Foods Market family. These organic energy bars not only meet Whole Foods Market’s high-quality standards, but they’re also delicious,” said JAMBAR founder and CEO Jennifer Maxwell. “Our company’s dedication to organic food and farming, along with its commitment to giving back, makes JAMBAR a natural addition to Whole Foods Market shelves,” she added.
Maxwell and her late husband, Brian, essentially created the energy bar category when they launched the original PowerBar in 1985. More than three decades later, Maxwell had a new vision. She put the KitchenAid mixer she used for the first PowerBars back to work, blending the highest-quality, most innovative organic ingredients into a new type of whole food energy bar.
The result is JAMBAR. Whole Foods Market will offer four flavors of JAMBAR – Malt Nut Melody, Musical Mango, Chocolate Cha Cha and Jammin’ Jazzleberry. JAMBARs are made with organic, gluten-free ancient grains, berries, fruit, nuts, fair-trade chocolate, proteins from sunflowers and organic dairy, and pure syrup, juices and honey as sweeteners. The Musical Mango and Jammin’ Jazzleberry varieties are 100% vegan and suitable for plant-based diets. All JAMBARs contain 10g of premium quality protein.
JAMBARs are made in the U.S. and crafted in small batches in the company’s own state-of-the-art manufacturing facility in Northern California. A woman-owned business and a mission-based “conscious CPG brand,” JAMBAR donates 50% of after-tax profits to organizations that support music and active living. Runner’s World named JAMBAR the Best Protein Bar for runners in 2022 and also recognized JAMBAR with its 2023 Fitness Nutrition Award.
JAMBAR is distributed by leading natural and specialty foods distributors, including UNFI and KEHE. For wholesale inquiries, contact jammin@jambar.com, 877-JAMBARZ.
About JAMBAR
In 2021, Jennifer Maxwell founded JAMBAR with the goal of helping people feel good not only about the ingredients they put in their bodies, but also about the positive impact they can have on their local communities. 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 Contact
Steven Hoffman, Compass Natural, steve@compassnatural.com, tel: 303.807.1042
U.S. Organic Product Sales Near $70B; All-Organic Trade Show Set for 2025
By Steven Hoffman
Is it true that the growth rate in sales of certified organic bananas is now outpacing that of conventional bananas? According to the Organic Trade Association (OTA), the answer is yes.
In fact, among an ever-expanding sea of certification seals in the retail sector, and despite inflation, the “Certified Organic” label continues to stand out for consumers who prioritize health, sustainability and clean-label products. So much so that U.S. sales of certified organic products grew 3.4% in 2023 to $69.7 billion, marking a new record for sales in the organic products industry.
According to the OTA, which conducted the 2024 Organic Industry Survey in collaboration with Nutrition Business Journal, organic food sales in 2023 totaled $63.8 billion, and sales of organic non-food products reached $5.9 billion, with organic personal care products reporting the strongest increase in that category, with growth of 7% in 2023.
On the food side, fresh organic produce continues to dominate as the primary entry point for consumers, who are increasingly knowledgeable about the “Dirty Dozen” — those fruits and vegetables the Environmental Working Group has determined to contain the most synthetic pesticide residues. In 2023, sales of organic produce grew 2.6% to $20.5 billion. Top sellers included avocados, berries, apples, carrots and packaged salads. OTA also noted that, indeed, in 2023, organic bananas recorded greater sales growth than non-organic bananas.
Organic Baby Food Drives Growth in Grocery
The second biggest selling category in the organic sector in 2023 was grocery, comprising breads and grains, condiments, and packaged and prepared foods. Among a diverse group of sub-categories in grocery, three stood out as top performers: in-store bakery and fresh breads, with sales of $3.1 billion and growth of 3%; dry breakfast products, which were up 8% to $1.8 billion in sales; and organic baby food and formula, up an impressive 11% to record $1.5 billion in sales in 2023.
According to the OTA survey, 2023 also saw a surge in functional and non-alcoholic beverages, which helped drive beverages as the third largest category in organics, posting growth of 3.9% and sales of $9.4 billion. In addition to the emergence of organic “mocktails,” organic wine sales were up 2.5% to $377 million, and organic liquor and cocktails showed strength as an emerging category with growth of 13% and sales of $59 million in 2023.
Organic dairy and eggs, the fourth-largest category in the organic food market, based on OTA’s survey, is another entry point for consumers who want clean, ethical sources of protein with lower environmental impacts. In 2023, organic dairy and egg sales were up 5.5%, totaling $8.2 billion. According to OTA, organic dairy and eggs now account for more than 8% of all dairy and egg sales. Milk and cream sales were up nearly 5% to $4.2 billion. Also, the organic dairy alternative category grew almost 14% in 2023 to approximately $700 million.
Leading among organic non-food items were organic supplements, tracking 4% growth and sales of $2.1 billion in 2023. Organic fiber remains the largest segment of U.S. organic non-food product sales, representing 40%, or $2.4 billion, of non-food category sales. According to OTA, growth in organic fiber sales was essentially flat year over year, due to restricted supply chain issues more than lack of buyer interest.
Price Gap Is Narrowing Between Conventional and Organic
According to OTA Co-CEOs Matthew Dillon and Tom Chapman, the increase in overall dollar sales in the organic market in 2023 was driven more by price increases than unit sales as the organic industry recalibrated its supply chain and dealt with retail price increases as necessary. However, they pointed out, consumers increased their purchases of many organic products, and unit sales were up for nearly 40% of the products tracked in this year’s survey.
In addition, the survey indicated that prices for many non-organic products climbed at a faster rate than organic products, meaning that the price gap is narrowing between conventional and organic, which, says OTA, should fuel growth for organic products in the coming year.
“It is encouraging to see that organic is growing at basically the same rate as the total market. In the face of inflation and considering organic is already seen as a premium category, the current growth shows that consumers continue to choose organic amidst economic challenges and price increases. Although organic is now a maturing sector in the marketplace, we still have plenty of room to grow,” said Tom Chapman.
Matthew Dillon added that to achieve this growth, “It is essential to educate consumers that choosing organic is a straightforward way to tackle some of the greatest challenges we face. Whether it's accessing healthy foods, improving transparency in supply chains, mitigating climate change, supporting rural economic resilience, protecting natural resources, or realizing the multitude of other benefits, effectively communicating and delivering on these promises is the key to expanding organic’s share of our dinner plate.”
The future for organic is not without its challenges. However, Chapman and Dillon assert that more consumers are aware of the potential health benefits associated with organic foods. Many consumers, too, especially the Millennial and Gen Z generations, they point out, are increasingly conscious of the ethical implications of their food choices. They are looking for products that align with their values, such as animal welfare, fair trade, and support for organic farmers. That means seeking out products with the USDA certified organic seal on the label.
OTA Members can download the full report here. A summary is available here.
Dedicated All-Organic U.S. Trade Show Announced
Since 1991, people from all over the world have attended, BioFach, the world’s only dedicated, all-organic trade show, held each year in Nuremberg, Germany. Now, targeting the world’s largest market for organic products, the producer of BioFach has announced it will host its first standalone, all-organic trade show in the U.S.
Dubbed BioFach America, the event will take place on June 2-4, 2025, in Atlanta.
“With BioFach America, we will host a purely organic trade show in the US. The whole organic value chain will be covered: from organic farming to retail,” said NürnbergMesse, producer of the event. According to the producer, every product presented at BioFach America must be USDA certified organic or carry an organic certification from an IFOAM Organics International accredited organization. For cosmetics, certifications such as COSMOS or Ecocert, are accepted.
In an interview with Organic Insider, Bill Ingwersen, CEO of NürnbergMesse North America, said, “BioFach America always had a presence, or section, at Natural Products Expo East, and last year in Philadelphia, we brought in 47 companies from around the world. With that show being canceled, it forced us to really ask the question: are people getting what they need at other shows or is there a true need for an organic one? We concluded that there was, in fact, a real need for a dedicated, all-organic platform in the U.S.”
When asked why Atlanta was chosen as the location for the inaugural event, Ingwersen told Organic Insider, “Since this is a U.S. show and not a regional one, people will have to travel, regardless of which city we chose. After many conversations with industry executives, it became clear that we had to make it an affordable show for everyone, including farmers. Atlanta has the world’s largest airport, has an ample supply of low-cost hotel rooms and is a very energetic, accessible city that has great infrastructure. In addition, it can support our growth as we move forward. Also, being able to serve an organic lunch to our attendees was a real hot button topic. All the catering coming out of the Atlanta Convention Center will be organic for the show, and if a city could not guarantee this, that was an immediate disqualification.”
Learn more about BioFach America here.
Newtopia Now Unveils Programming Lineup for August
Featuring Dan Buettner, Carla Hall and Top Execs from Ulta, Sprouts, The Vitamin Shoppe & More
DENVER (May 21, 2024) – Newtopia Now, presented by New Hope Network, is proud to announce a sneak peek of its programming for the highly anticipated launch event, Aug. 25-28, 2024, at the Colorado Convention Center in Denver. Newtopia Now will revolutionize the landscape of conscious consumer packaged goods (CPG), offering attendees a curated experience focused on product discovery, insightful programming and intentional connections.
On-site programming will offer a wide range of sessions covering topics such as sustainability, diversity, retail practices and holistic wellness. Newtopia Now's content aims to educate and empower CPG professionals to navigate the evolving marketplace, drive positive change, and source the connections and resources needed to accelerate business needs.
This unique event introduces a "neighborhood" concept and distinctive marketplace, redefining the traditional trade show format and providing brands with innovative formats in which to showcase the latest initiatives and product offerings. Education will be organized across dedicated stages in each respective neighborhood.
Thrive, the ultimate destination for conscious health and vitality, will welcome keynote speaker Dan Buettner, American National Geographic Fellow and New York Times-bestselling author, to discuss Blue Zones insights and what it means for the CPG industry. Additional panels include nutrition and retail predictions with The Vitamin Shoppe CEO Lee Wright, a Buyerside Chat featuring leaders from across Whole Foods Market divisions and CPG Unwrapped with 10 innovative brands.
Represent, celebrating diversity and multiculturalism in CPG, will host Insights for Retailers Why Supporting Diverse-Owned brands Is Critical to Retail Success. Plus, during Your Roadmap to Success with Target, emerging and diverse-owned brands will learn what it takes to make it in the retail giant, which is increasingly focused on bringing direct-to-consumer brands into retail. From Legacy to Leadership: Black Culinary History and the Future of CPG will engage Adrian Miller, the James Beard winning cookbook author known as the "Soul Food Scholar," about how the CPG industry can preserve and advance the plant-based traditions rooted in Black food culture.
Regenerate, which will champion sustainability and environmental impact, hosts Cultivating Change: Retail Practices for Supporting Sustainable Brands and Agriculture, engaging the industry to learn best practices for partnering with environmentally friendly brands all the way down to the agriculture component, and How to Get Noticed by the Sprouts Forager Team, a conversation with one of the most innovation-forward accelerator groups in retail. Plus, the neighborhood will celebrate the culinary visionaries leveraging regenerative agriculture as a source of flavor and nutrition.
Glow, embracing the future of conscious beauty and holistic wellness, will invite chef and television personality Carla Hall to the stage to discuss the intersection of healthy aging, wellness and culinary excellence. One of the neighborhood's Buyerside Chats, Achieving Retail Success as a Conscious Beauty Brand: A Conversation With Ulta Beauty, brings Rick Burian, senior manager of supplier diversity from Ulta Beauty, to retailers. Additional sessions include Conscious Beauty's Glow Up: Merchandising for Values & Results-Driven Shoppers and the Glow Conscious Beauty Pitch Event, highlighting the top beauty and wellness innovators who will pitch their products and initiatives to a panel of CPG experts for a chance to win a brand-building prize package.
Additional leading retail establishments that will be featured in Newtopia Now programming include Fresh Thyme, Bristol Farms, PCC Community Markets, Thrive Market, Pop Up Grocer and more.
Registration for Newtopia Now, Aug. 25-28, is now open, but space is limited. To secure your spot and to learn more about the event, please visit www.newtopianow.com.
About New Hope Network
New Hope Network is a leading authority in the healthy lifestyle products industry, offering solutions for the complete supply chain from manufacturers, retailers/distributors, service providers and ingredient suppliers. Through its comprehensive portfolio of content, events, data, research and consultative services, New Hope Network is dedicated to fostering a prosperous, high-integrity CPG and retail ecosystem that promotes health, joy and justice for all people while regenerating the planet. For more information, visit www.newhope.com.
About Informa Markets
Informa Markets, a subsidiary of Informa plc (LON:INF), creates platforms for industries and specialist markets to trade, innovate and grow. With a global reach and a diverse portfolio of verticals, including Pharmaceuticals, Food, Medical Technology and Infrastructure, Informa Markets connects buyers and sellers worldwide through face-to-face exhibitions, targeted digital services and actionable data solutions. For more information, visit www.informamarkets.com.
Media Contact
pr@newhope.com
Retail Buyers and Brands to Chart the Future of Conscious CPG at Inaugural Newtopia Now Event
Featuring “Buyerside Chats,” thematic neighborhoods, cutting-edge content, relationship-building events and more, Newtopia Now complements Expo West and is designed to deepen relationships between buyers and brands in the $300B market for natural, nutritional, organic, regenerative and related healthy lifestyle products.
This promotion first appeared in New Hope Network
Consumers from Gen Z on up are becoming more and more aware of the concept of “health span” over “life span.” They are asking themselves not just “how long am I living,” but also “how long am I living well?”
As such, demand for healthful, conscious products continues to surge. From a market estimated at $97 billion in 2007, consumer sales of natural, organic and better-for-you products have tripled to more than $300 billion in 2023, according to market research data published in March 2024 by New Hope Network.
The challenge for retailers and brands is how to continually innovate to meet the growing demands of health-minded and environmentally conscious consumers.
For retail buyers, discovering innovative, commercially appealing products and building lasting relationships with their customers and brands are paramount for success. For conscious companies, finding meaningful, authentic ways to connect and foster relationships with buyers and consumers is key to the growth of their brands.
Enter Newtopia Now, set for Aug. 25-28, 2024, in Denver.
Presented by New Hope Network, producer of Natural Products Expo West, the world’s largest natural products industry trade show, Newtopia Now is a decidedly different experience designed to directly connect buyers and brands in a more intimate, interactive and future-forward setting.
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