Launching a new product in the natural and organic market has it’s own unique set of questions such as: How do you know what superfood trends to jump into, or which ones are already saturated? Where can you find an organic, glutenfree, non-GMO verified co-packer? How can you find out if your product should be regulated as a functional food versus dietary supplement? Or how does a company go about getting into Whole Foods?
To answer these questions, and myriad others that keep those in the natural and organic industry up at night, New Hope Natural Media, the producers of Natural Products Expo West and Expo East in the United States, recently launched two new resources—NEXT Natural Products Industry Accelerator, an online information library and community platform for natural products entrepreneurs, and NEXT Trend, a comprehensive datadriven tool for comparing the latest emerging trends in new natural and organic products. New Hope’s goal in creating these tools is to help natural and organic companies survive and thrive, explains Carlotta Mast, New Hope’s senior director of content and insights.
“Sustaining a new natural products brand is difficult. We know this because we’ve seen as many as 70 percent of first-time exhibitors at our expos not return the next year. Maybe this is because they had a huge growth spurt or because they changed their model and therefore no longer need to exhibit—but usually they don’t come back because the business failed,” she says. “This is very troubling for us. When you look at the innovative ideas these companies offer and how much potential they have to create positive change and bring more health to more people, you want to see them succeed. That is why we created the NEXT Accelerator.”