Anyone in the world of natural products views each March a their trip to Mecca aka Natural Products Expo West in Anaheim, CA, to see old friends from their “tribe” and learn what’s new in food, beverage, personal care, supplements and remedies, and eco products, including clothing and cleaning products. Seminars on socially responsible marketing, introducing products to the United States, organic farming practices and the latest ingredients add to the intellectual element, while luncheons, benefits, parties and dances bring the tribe together for fun and frolic after long days on the trade show floor. While some of the hippie founders of the early companies have turned into corporate leaders who are now the sage pillars of the industry, there is still a sense of excitement and entrepreneurial spirit as new ideas become a reality at Expo.
Having attended many Expos over the past 15 years, I am still overwhelmed by the scale of the event and number of newcomers each year. One highlight of the event is the OFRF Luncheon, a benefit for the Organic Farming Research Foundation (www.ofrf.org), a leading organization in the research of organic farming practices and proponent of nationally standardized organic regulations and labeling. This year, Bob Scowcroft, Executive Director, addressed the crowd, and shared the evolution of his field, sighting that organic farming no longer has to justify itself. It has proven its sustainability as an effective farming practice and no longer needs to be compared to conventional farming. Colleges such as Washington State University even offer majors in organic agriculture now. While organics have arrived, Scowcroft encouraged all to support and maintain the authenticity of organics, with the standards and quality behind the term. Without the credibility, the term has the risk or becoming diluted as did the term ‘natural.’
The overall concept of sustainability seems to be today’s catch phrase as was evident in the marketing materials generated by exhibitors. Organics are still very hot, while the push to support local growers and companies was also strong. Carbon neutrality also had a bit of a buzz going.
As for trends in products and flavors, the high-antioxidant fruits and juices, teas and coffees were center stage. Açai, blueberry and pomegranate, juices, as well as green teas, white teas and yerba maté seemed to be the rage. There was great synergy as many of the companies have teamed up to share ingredients for their products. For example, Sambazon’s açai has been integrated into Steaz new energy drink, Steaz Energy. This was an example also of the emergence of the ‘no bull’ organic energy drinks.
Cocktail hours were rampant in the later hours of the show, as the industry has embraced the “healthy” beverage trends above as their favorite organic cocktail mixers. Square One Organic Vodka was proud to be the organic vodka of choice for Sambazon (www.sambazon.com), Steaz (www.steaz.com), Apple & Eve (www.appleandeve.com), and Numi Teas (www.worldpantry.com) for the happy hours, Brasilian Carnival and after parties.
With the hosting of an Organic Beer and Wine festival, as well as tastings on the floor, the organic beer and wine categories seem to be growing. As a complement to the wines, there were a number of wine infused/flavored chocolates to be found. The anti-oxidant trend in chocolate is fueling some interest while delicious, full, unique flavor and taste are what drives customers. A very cool new green company is Theo Chocolates - the first roaster of Fair Trade Certified™ cocoa beans and the only roaster of organic cocoa beans in the United States. Theo approaches its coffee like a fine wine, with reverence for single origin beans, terroir and their unique attributes. (www.theochocolate.com)
The bottomline from Expo this year: Natural products can simultaneously be decadent and healthful. If you love organic wine, cocktails, and chocolate, you have a lot of great anti-oxidants coming your way!
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