Live From Expo East: Organic is Growing, Naturally
Natural Products Expo East opened in Baltimore on Thursday, a younger sibling to the exponentially larger Expo West in California each spring, but still fiercely attended by all seeking the latest and greatest organic, natural, better-for-you and socially conscious products in a category that has expanded well beyond food to personal care items, clothing and even mattresses.
The Washington, D.C.-based Organic Trade Association used Expo East as the platform for its own “All Things Organic” program, with specially tailored sessions held during the larger conference that focused on key issues important to organic industry players.
OTA hosted trade media at an invitation-only breakfast Thursday morning to deliver an overview of the event and hit on the group’s key initiatives. “Organic is becoming a bigger part of our daily lives,” said Laura Batcha, OTA’s executive director and CEO, “from organic’s huge role in the farm-to-table movement valuing the freshest and safest ingredients in our diet, to more consumers wanting fabrics, household and beauty products to be made from environmentally friendly organic ingredients.”
In fact, it’s ingredient production that’s actually keeping the organic segment from fully meeting double-digit demand, Batcha said – current farm capacity is insufficient. “It’s all about supply,” she said. “The only thing holding us back is lack of ingredients.”
Promoting the benefits of organic products versus those identified as natural – a term with which recent surveys have indicated most shoppers are more familiar and comfortable with – is also a challenge, one the industry hopes to address through a checkoff program for organic producers. Batcha noted that the latest Farm Bill removed barriers that previously did not allow multi-commodity checkoff programs (compared to those focused on one product, such as beef or milk).
OTA is currently studying how checkoff money would be allocated from members, who could choose whether to direct its checkoff funds toward organics or its current product-specific program.
Ultimately, the aim is to drive more people to grocery retailers in search of organic products in the same fashion as “got milk?” and “Beef: It’s What’s for Dinner.”
On the Floor
Trends among products on the show floor included whole grains (ancient grains, sprouted grains), alternative proteins (non-meat), non-GMO and raw foods. Gluten-free is still very much in evidence, but it doesn’t seem as “in your face” anymore.
Here’s a roundup of some of my booth visits on the show’s first full day:
Wonderfully Raw: Sequoia Chaney founded this California-based company after creating new recipes to combat her diabetes. She brags that her Coca-Roons are the leading raw vegan macaroon, according to SPINS; they’re in 2,500 stores and will soon be shipped to Canada and Australia. The company also offers a range of freeze-dried vegetable snacks, including Dippers (flavored broccoli, cauliflower and carrots), Brussel Bites (Brussels sprouts) and Snap Chips (parsnips).
Sambazon: Brand manager Jason Moraff describes this as a “social and mission-driven company” that works for its environmental and social as well as its economic bottom line. Sambazon markets a range of acai berry juices lightly sweetened with a proprietary blend of erithrytol, stevia and agave, meeting the demand of folks who want 100 percent juices without excess sugar. The company also is launching the innovative Acai Bowls – frozen sweetened acai puree with granola mix-ins, designed as a breakfast item.
Ginnybakes: This Miami-based cookie company is a family concern, and recent college grad Mike Simon, the EVP, gave me the lowdown about the enterprise led by his mother (CEO and founder) and father (president). Their cookies are all organic, gluten-free, non-GMO and kosher; some are vegan and all are downright tasty. They also offer baking mixes (the company’s original product; the cookies came about as a way to demonstrate the mixes) and hearty bars laden with fruits and nuts. Ginnybakes enjoy distribution through some strong regional grocery chains.
Ancient Harvest: This company was the first to bring quinoa to the United States three decades ago and has undergone a total rebranding and a renaissance of product development – “crazy innovating,” according to marketing director Constance Roark. Its Culinary Grains line features side dishes of quinoa, millet and amaranth; a line of hot cereals include ancient grains; a line of pastas include beans and lentils; and its Culinary Crackers deliver a satisfying crunch in three flavors, including the White Cheddar Jalapeno that brings a pleasant burn.
Grainful: These oat-based entrees have their origins in the founders’ home kitchen, explained Jan Pajerski, company president. These frozen items, including andouille sausage with oats, vegetarian chili and a deconstructed stuffed pepper, offer protein, fiber and a heart-healthy profile.
Eureka Baking: This month, the organic bakery company is launching two new SKUs, Seeds the Day and Grainiac, in its key markets on the east and west coasts. The company claims to offer the first packaged bread in North America in plant-based packaging. Eureka’s hearty loaves are rustic, have complex texture and are mighty good.
R.W. Garcia: This family-owned company has been making tortilla chips for 30 years and is a constant source of innovation. Its latest: Tortatos, which have “the crunch of a tortilla chip and the finish of a potato chip,” explains marketing director Genelle Chetcutil.
Zico: Aiming to capture shoppers who thus far have been hesitant to try coconut water, Zico is launching two products that combine the super beverage with fruit juice. The pineapple-mango and orange juice blends offer the taste of juice with the health benefits of coconut water; the 1.5-liter refrigerated products are being launched initially in six states through major grocery retailers.
Follow my coverage from the show floor on Twitter @jimdudlicek