Highlights and Takeaways from Natural Products Expo West 2024

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Natural Products Expo West 2024 in Anaheim wrapped up this past Saturday, and it was an absolutely phenomenal show. The 67,000 attendees experienced some outstanding innovation from the 3,000 brands showing their latest products.

Here are my key thoughts, takeaways and trends from Natural Products Expo West 2024.

CALIFORNIA DEFINING “REGENERATIVE AGRICULTURE”

If there was one issue that stood out more than anything at the show, it was the discussion around California’s decision to legally define “regenerative agriculture.”

We first wrote about this last May, and despite the fact that several influential organic advocates have commented during the public listening sessions, the level of concern at Expo West was extremely high. This is something being closely watched around the world, not just in the U.S., and there is little optimism that organic will be protected.

(Image from the California Department of Food and Agriculture)

The fear around this issue is twofold.

One, consumers may soon be misled into thinking that “regenerative agriculture” — a farming method that does not preclude the use GMOs and toxic chemicals, such as glyphosate and dicamba — is better than “organic.”

Two, this will accelerate the use of harmful pesticides, further cementing the control that chemical companies have over our agricultural system.

The next listening session takes place on May 29, 2024.

GROWING PRESENCE AND INFLUENCE OF REGENERATIVE ORGANIC CERTIFIED®

From the Regenerative Organic Alliance’s dinner at The Ecology Center to its commanding presence at The Fresh Ideas Tent, on the show floor and in panel sessions, the Regenerative Organic Certified® (ROC) add-on label is gaining very serious traction at Expo West and in the marketplace.

There is a growing sense among many top brands that if they actually can procure ROC ingredients (multi-ingredient products are still a challenge because of supply chain constraints), they will attempt to do so.

ROC’s momentum is undeniable and shows no sign of slowing down.

REAL ORGANIC PROJECT MAKES ITS DEBUT TO ORGANIC BRANDS

Even though add-on label Real Organic Project (ROP) had booths at 2023 Expo West and 2023 Expo East, last week’s show was significant because it was the first time ROP started to aggressively pursue organic brands for its certification.

Until now, ROP has largely been a U.S.-based farmer certification, but its partnership with Germany’s Naturland, which certifies 140,000 organic farms around the world, gives it a massive global supply chain to tap into.

I moderated a panel for Real Organic Project at Expo West, and the turnout was standing-room only.

“It was exciting to speak with so many folks in the food system whose values align with those of our farmers, and there was tremendous interest from brands at the show in getting certified,” said Linley Dixon, co-director of Real Organic Project.

Similar to ROC, Real Organic Project prohibits hydroponics and factory farms, both of which are allowed by many, but not all, organic certifiers.

ORGANIC OSCARS

(Photo courtesy of The Organic Center)

Once Upon a Farm’s Jennifer Garner and Stonyfield’s Gary Hirshberg hosted the first-ever and sold-out “Organic Oscars,” a night to celebrate the outstanding successes of individuals and businesses in communicating the benefits of organic, along with the work of groundbreaking organic researchers.

Hosted by The Organic Center and Organic Voices, “An Organic Night Out” showcased honorees in eight categories — all nominated and chosen by their peers.

The winners were:

Company of the Year: Organically Grown Company

Most Impactful Research Finding: University of Wisconsin (Madison) and CROPP/Organic Valley

Emerging Entrepreneur of the Year: Painterland Sisters

Best New Food or Beverage: Patagonia Provisions Kernza Beer made with Regenerative Organic Certified® kernza

Best New Non-Food Product: Naturepedic Concerto Organic Pillow Top Mattress

Best Organic Messaging: Organic Valley

Best Retailer Activation: Good Earth Natural Foods

Best PR or Social Media Campaign: Lundberg Family Farms

NEW PRODUCTS LINES

Nature’s Path unveiled a new line of organic flours, including whole wheat, all-purpose, baker’s blend, gluten-free all-purpose and keto all-purpose.

Celebrating its 25th year in business, Uncle Matt’s Organic is expanding its product line beyond juices to now include tea.

In a departure from its moringa-based products, Kuli Kuli has introduced two new organic superfood powders — Marine Glow (pineapple, blue spirulina, kelp and marine mineral blend) and Citrus C Defense (acerola cherry, baobab, hibiscus and lemon blend).

SUJA LIFE AND TREASURE8 SIGN PARTNERSHIP

During Expo West, Suja Life (the parent company of both Suja Organic and Vive Organic) and Treasure8 announced a strategic partnership to harness Treasure8’s patented USDA SAUNA™ technology to transform Suja Life’s organic sidestreams into premium, upcycled powders — all with the goal of maximizing nutrition and flavor while slashing production time, cost, energy use and CO2 emissions.

At its booth, Suja Organic also showcased its recently launched organic plant-based protein drinks, which come in three delicious flavors — coffee bean, chocolate and vanilla cinnamon.

TRADIN ORGANIC’S PLANT-BASED MEAT ALTERNATIVE

Global ingredient supplier Tradin Organic unveiled a brand new plant-based, organic meat alternative blend consisting of only three ingredients: organic green peas, organic fava beans and salt.

This product will be sold as a dehydrated dry bulk pack with a 2-year shelf life, and customers can rehydrate with water and oil, so the price point is on par or less expensive than conventional meat products.

“We consistently got astonished reactions on the great texture and flavor of the samples,” said Hobbs Wolcott, president of Tradin Organic. “Customers and retailers consistently wanted to know where to find it, and I cannot wait until someone formulates with this product and launches a new item we can buy off the store shelves!”

Some smart organic brand will create a plant-based meat or fish alternative out of this. I couldn’t stop eating it.

MAJOR EMPHASIS ON GUT HEALTH 

It didn’t take long at the show to realize that so many organic products were focused on gut health, something of tremendous interest to consumers these days.

Organic kimchi probiotic shots from Tulua.

Organic probiotic cashew and coconut yogurt alternative from Forager Project.

Organic A2/A2 grass-fed, regenerative probiotic kefir from Alexandre Family Farm.

Organic black cherry whole milk cultured kefir from Lifeway.

Organic blueberry lowfat cultured kefir from Straus Family Creamery.

Organic lactose-free kefir from Pure Culture Organics.

Organic probiotic sparkling refresher from Sipjoy, a new line from Brew Dr.

Organic probiotic sparkling water from GoodBelly.

ORGANIC HYDRATION POWDERS

While GoodONYA’s Hydrate may very well be the market leader when it comes to organic hydration and electrolyte powders, other organic brands are emerging.

GREEN has introduced an organic coconut line consisting of four flavors — cacao, lime, guava and pineapple.

The Colorfuel Hydration from Sprout Living is made with organic plant-based superfoods and adaptogens.

CLEAN LABEL PROJECT BEVERAGE

It is very rare for a non-wine beverage to get Clean Label Project certified, and I have never seen any Clean Label Project beverage at Expo West before.

So, huge kudos to Chlorophyll Water for pursuing this certification, and I hope many organic beverage brands follow suit.

Jackie Bowen, executive director at Clean Label Project, is doing amazing work, and every brand should be testing for heavy metals, pesticide residues and plasticizers.

FINAL NEWS AND NOTES

* The Non-GMO Project is expanding its scope and has launched the Food Integrity Collective, a broad collective of mission-driven stakeholders to collaboratively guide the retail food system.

* Nutrient Density Alliance hosted a panel session at Expo West and released its first white paper Engaging Consumers on Regenerative Agriculture: How Brands Can Integrate Nutrient Density for Top-Line Growth.

* At the Fresh Ideas Tent, I learned about a very important non-profit called CouldYou?, an organization that seeks to eradicate period poverty by 2040.

* The 2024 Greg Steltenpohl Pragmatic Visionary Award went to Zacharia and Mary Ben, who founded Bidii Baby Foods LLC, a co-op that makes indigenous baby food, and the runner-up award went to Peetachai “Neil” Dejkraisak of organic rice brand Jasberry.

* New Hope piloted a Zero Waste Sampling program at Expo West. Fantastic initiative.

With gratitude, Max Goldberg, Founder