Jamie Fay

In this episode of The Natural List, co-hosts Jessica Rubino and Adrienne Smith are joined by nutrition experts Jessie Shafer, RD and Debra Eschmeyer. According to Eschmeyer, two out of three children on average drink a sugary beverage every day. Moreover, children consume approximately fifty-three pounds of added #sugar per year. To combat this acclimation to extremely sweet products, many #CPG brands are starting to reduce added sugar and natural sweeteners in children’s products and increasing nutrients like fiber and protein. Bottom line: when it comes to sweetness, less is more. Listen here: https://utm.io/ugPXr #naturalproducts #brands #lowsugar #childrensnutrition

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Since my talk at IFT, I've been seeing ashwaganda EVERYWHERE, even more so than what I did before. Could it be the next ingredient in our longevity toolkit? This article says yes! Review reveals benefits of ashwagandha on 'inflammaging' https://buff.ly/4c8V97E

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Founders - Don't sleep on private label. With the news of #walmart #bettergoods, I can imagine the conversations... 💬 Our packaging is so much better. 🗨️ We are legit they are fakers (insert string of attributes). 💬 Consumers want small bespoke brands, not corporate behemoths. This is probably true for many of the brands that have those conversations. But what is also true, private label always 🏆 wins best shelf placement (more facing, prominent placing) 💸 has endless promo dollars that are part of a store-wide strategy 🍗 makes products of incredibly high quality (in some cases, the leverage of the retailer forces the manufacturer to deliver higher specs in PL than in brand.) These factors create velocity that can be 4x+ the best seller in the category. I have spent my career in "commodity" categories like #petfood  and #meat #,  where #privatelabel can be up to 70% of the category sales! I was building #better-for-you , #mission-driven #brands , so if anyone wants this not to be true, it is me. It doesn't mean you are going to lose, but you're probably not going to win head-to-head, either. So start thinking early about how to differentiate and add value to your #consumer  and your #customer.

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Join this pricing debate I’m having with my brother/co-founder. The deal is our ingredient costs have skyrocketed by 400%. Higher material costs naturally mean higher product costs, but then it got me thinking about our overall pricing strategy. Browniegod’s current shipping charge is £3.90 for next-day delivery. And here's where my brother and I disagree: My view is that we should reflect the shipping costs in the product price. From personal experience, I don’t care what the price tag is until it comes to shipping. Anything over £2 shipping, I won’t buy!  It's a psychological thing — I accept the price of a product, and I’m willing to pay for it… but shipping (no offence to couriers) feels like money gone in the bin. My brother says that he doesn’t mind paying for shipping and would rather see a lower product price. By his logic, he understands that shipping costs money, especially for next-day delivery. As a customer, how much does the shipping cost influence your decision to complete a purchase? #founder #businessjourney #startup

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Exciting news! GURU is launching a new line of ZERO SUGAR organic energy drinks in the US starting with Amazon🌱 While many claim "zero sugar," they often sneak in artificial sweeteners like sucralose and aspartame—ingredients linked to potential health risks. At GURU, we take a different path. 💯 Organic, zero sugar, zero sucralose, zero aspartame. ⚡️ Ready for an energy boost that’s as clean as it is powerful? 🌱💪 #CleanEnergy #ZeroSugar #OrganicEnergy #NoSucralose #NoAspartame #GURU

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We’ve got it all wrong about health.  They say, “You are what you eat.”   But as my podcast guest Meghan Swidler, and my friend Jeff Johnson (aka the Surfing Nutritionist) point out:  👉 You are what you don’t poop out.  💩 Think about that for a second.  We’re always chasing the next hack—whether it’s in health, work, or life. The quick fix. The shortcut. The magic pill.  But here’s the truth:   There are NO SHORTCUTS.   You can’t optimize something that’s cluttered with junk.  As Meghan put it:   1️⃣ Start with detoxing your environment. Clear out the noise—both in your body and in your life.   2️⃣ Then focus on quality inputs. The right foods, the right habits, the right mindset.  The same applies to business.   - Want a high-performing team? First, remove the toxic dynamics.   - Want better results? Clear out the distractions before adding new strategies.  Health, business, or life—it’s all about the process.  Detox FIRST. Then, and only then, optimize.  What’s one thing you can detox today to create space for something better?  Let’s go! 🌱  🎙️ Link to the full podcast with Meghan Swidler 👇 Apple ==> https://lnkd.in/diBPhmh7 Spotify ==> https://lnkd.in/gARA5KsV Amazon ==> https://lnkd.in/du6AnAz6

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I had the pleasure of attending the Sprouts Farmers Market Fireside Chat at Founders' Innovation Day in NYC, where Brody Burk and Madison Robertson shared profound insights into Sprouts Farmers Market unique approach to nurturing new and emerging brands. 🌿 Sprouts' Forager Program: This test-and-learn initiative is designed specifically for young, emerging brands seeking to enter the natural channel. Despite the challenge posed by Sprouts' notoriously limited shelf space, the program grants these new brands six months of guaranteed placement. This critical window serves as a proving ground, allowing these brands to demonstrate their market viability and potential for continued presence. 🤝 Collaborative Culture: Sprouts places high value on suppliers who engage collaboratively with their category managers and buyers. This approach is about being "humble and hungry"—constantly adjusting to feedback and market demands to maintain shelf space. 🏷️ Consumer Priorities at Sprouts: Customers prioritize organic, non-GMO, vegan, and gluten-free products, in that order. Brands that align with these attributes tend to find more success at Sprouts. 📉 Trend Caution: While Sprouts tracks trends like keto, they advise brands not to hinge their identity solely on such trends. It’s crucial to balance trendy attributes with a solid brand foundation that can endure market shifts. 🔍 Transparent Expectations: Sprouts is known for its transparency, providing clear feedback and expectations on weekly sales per SKU and overall brand performance in stores. This openness helps brands adjust strategies and meet Sprouts' standards. 🌟 Celebrity and Influencer Brands: Notable successes include Juni Adaptogenic Sparkling Tea by Jay Shetty and Once Upon A Coconut - A Beverage Company with Charlie Rocket 🚀. These brands leveraged their initial placement in the innovation set to secure permanent spots on the shelves. 🕒 Patience Pays Off: Sprouts stresses the importance of patience and avoiding overly needy behaviors that can strain relationships with category managers. 💬 Key Questions for Suppliers: Sprouts often asks, "How can you add value to our stores?" and "What are your plans to drive traffic and maintain velocity on our shelves?" This session was filled with invaluable advice for brands aiming to make a meaningful impact in retail. Sprouts’ commitment to partnership and growth for emerging brands is clear, setting a high bar for collaboration and mutual success in the natural foods marketplace. #retail #cpg #beverage #emergingbrands ECRM Joseph Tarnowski Wild Bill’s Craft Beverage Co.

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Bloom Nutrition just launched a functional beverage that puts them in direct competition with their largest investor. So, why did Nutrabolt (owner of C4 Energy) not only encourage this product strategy, but help make the vision of Mari Llewellyn and Greg LaVecchia a reality? Bloom Sparkling Energy actually provides great incremental opportunity for Nutrabolt because its positioned within the opposite "energy plus" subcategory as C4 Energy. Now…we can argue if consumers even binarily think like that within the energy drinks market or if this is just segmentation minutia, but most importantly Bloom Nutrition taps into today’s female Gen Z audience that’s highly incremental to Nutrabolt overall and becoming an extremely important consumer cohort with the overall energy drinks market. Beyond sharing the growth prospects of Bloom Sparkling Energy, I'll also deeply examine how this product launch could impact: - Nutrabolt portfolio expansion ambitions (through M&A) - Keurig Dr Pepper Inc. energy drink categorical strategy - my previous Nutrabolt IPO prediction (and an interesting benefit to KDP) #strategy #trends #markets #fmcg #cpg #beverages #energydrinks #supplements #sportsnutrition #wellness #nutrition #innovation #marketing #branding #productdevelopment #retailing #merchandising #retail #grocery #business #businessintelligence #entrepreneurship https://lnkd.in/gHX_CS8Z

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Great to see what a difference branding and positioning can make.

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The danger of generalization and lumping in natural foods with the overall food industry. It's true that UNFI is struggling and as I've said in previous posts I understand they have to grab for margin where they can. But this perspective is uninformed of the true breadth and complexity of chargebacks. I've always believed that execution can overcome competition and opex challenges. But UNFI/Kehe are the PRIMARY distributors for center-store small company natural foods, which encompasses Better-For-You products. Small brands would lose 80% of their distribution if they pulled out of these distributors. I saw someone say 'well would you rather have $1MM of profitable business vs $5MM of unprofitable business?' Seems obvious, but losing 80% of distribution would drive the cost of the other 20% up to unprofitable levels as well. I don't have the answers and will continue to execute and look for the right path, but I do think people should be aware of the situation. The pioneers of improving the food system, I think, no longer have good choices for growth without major equity funding. You have to be wicked-sharp, extremely disciplined, and maybe require great mentors or prior experience. Things will shake out and the system will find a balance. We're just not there yet.

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What a privilege to see Ocean Bottle featured as a case study alongside some amazing brands in Chris Baker’s new book, ‘Obsolete: How Change Brands are Changing the World’. In the book, Chris highlights a powerful idea - that the real potential for change lies in how we choose to spend our money. Consumer spending makes up over 60% of global GDP, and by directing just 1% toward brands committed to positive impact, we could generate $700 billion annually towards a more sustainable future. It’s not just about consumers, there’s huge potential in what businesses can do to drive change too. For example, at Ocean Bottle, we give 15% of our revenue to impact. That’s 15x the 1% for the planet pledge many companies commit to. Can you imagine the change that we’d see if consumer spending habits changed, alongside businesses taking this pledge even further? 🤯 Obsolete captures the impact of this emerging wave of “Change Brands” — companies like Ocean Bottle, Tony’s Chocolonely, Oatly, Liquid Death, THIS, Wild & allbirds are all pushing for a world where the value of a company is measured by the good that it does as much as the profit it makes. When it comes to Ocean Bottle, my Co-Founder Will Pearson sums it up really nicely in the book: “We discovered that ocean plastic was set to quadruple by 2040 and wanted to create an easy way for people to make a difference at a global scale…we started with two core propositions, leading impact and leading design, because we believed that combining the two would make for a great recipe’. The book also touches on: 🌊 our mission 🌊design principles 🌊the Acqua Sordida campaign that highlighted the alarming impact of microplastics on human health 🌊our impact platform, Ocean Co Our mission is to bring organisations and individuals together to make a positive impact on our planet, by helping to restore the ocean to a better state than when we inherited it. I’m proud to be part of a company that champions change, working everyday to tackle the ocean plastic crisis while empowering communities. Chris’s book serves as a roadmap for legacy brands and change-makers alike, with insights and strategies to navigate and thrive in this shifting landscape. If you’re passionate about the power of business and the future of our planet, this is a must-read! 📚

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Kicking off the next chapter of my CEO journey with Good Twin—one of the top-selling, fastest-growing non-alcoholic wines in the U.S.! 🍇 Yep, it’s the “good twin” that actually tastes like its alcoholic counterpart. 👬 My non-alc journey started 7+ years ago, from building NA options at ZX Ventures to bringing Corona Cero Sunbrew to life globally at AB InBev. This space pulled me in professionally and personally—weekend trips to Spirited Away and Boisson came routine in my own quest for balance. But let's be real: most NA wines taste like grape or apple juice, or worse—an overly engineered “wine” with mile-long ingredient lists. BAD twins, to put it lightly. Good Twin changes all of that. It’s crafted from the same grapes used in traditional Prosecco, sourced directly from Italy, with only four ingredients and 100% organic. It’s fundamentally different—and it’s actually GOOD. If you're intrigued by the NA space as a consumer, investor, broker, retailer, influencer, marketer or otherwise, let’s talk! The category’s booming, but we’re growing even faster—and we'd love to have you on board for the journey. 🚀 Here’s to a world with healthier options, more choice, and more GOOD! 🥂 Available to on and off-premise through major beverage distributors (RNDC, Union, Opici, etc.) and digitally on Airgoods & Faire. Available to consumers at www.drinkgoodtwin.com, 300+ Whole Foods nationwide, Pavilions CA, Safeway CA and more.

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Wednesday Wins: The wins keep coming. You know that moment. New founders get high on the idea of being on shelf. It is pretty exciting. That moment. Everything starts to fall into place and the doors get kicked open and you get onto shelf. Remember, the work starts once you land on shelf. People forget that and go chase the next high... Work on getting the lift off retail shelves with the right retailers. #sales #strategy

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I think many dispensaries are missing some important consumer trends from the grocery industry. What can we learn by looking at the customer values that lead people to choose their favorite place to grocery shop? Whole Foods: 1. Quality and Organic Products 2. Health and Wellness 3. Ethical Sourcing 2023 Annual Revenue $574.79 Billion 2023 Gross Profit $93.80 Billion 2023 Annual Net Income $30.43 Billion 2023 Annual Revenue Growth 11.83% Stores: 500+ Erewhon: 1. Holistic and Organic Focus 2. Sustainability 3. Health-Conscious Community 2023 Annual Revenue $253.3 Million 2023 Annual Growth Rate 65% Stores: 10 Grocery Outlet: 1. Value and Affordability 2. Variety 3. Surprise Finds 2023 Annual Revenue $3.97 Billion 2023 Net Income $79.4 Million 2023 Annual Revenue Growth 10.9% Stores: 440 WinCo Foods: 1. Low Prices 2. Employee Owned 3. Wide Range of Products 2023 Annual Revenue $9.5 Billion Stores: 137 Safeway: 1. Convenience 2. Quality and Selection 3. Loyalty Programs 2023 Annual Revenue $501 Billion 2023 Annual Revenue Growth 8.2% Stores: 920 Everyone needs to buy groceries, and yet there are vastly different consumer segments for the many different grocery chains. Each grocery store chain appeals to different consumer values and priorities, whether it's organic and sustainable products, affordability, convenience, or a wide range of choices. Understanding these values helps each chain cater effectively to its target audience. Cannabis is a consumable agricultural product similar to groceries, and many consumers shop for cannabis weekly. One Thing All these Stores Have In Common? They All Have An Organic and Natural Products Section! Which customer shops at your dispensary? What do they value? We here at Sol Spirit feel we are most aligned with Whole Foods and Erewhon Shoppers. Notice that these two stores experienced the highest revenue growth rates in 2023, and Whole Foods tops the list for annual revenue. What Dispensaries in California are targeting these consumers? We also think that there should be an "organic section" at all dispensaries. People are used to this, even Grocery Outlet separates its organic options and groups them together so people who are interested in that can find it easily. Yet almost zero dispensaries do this. Why is that? Why not give shoppers the option in a visible way that they recognize from the grocery store? I would love to hear folks thoughts on this. If you would like to attract a more upscale, discerning customer, what are you doing to be more like Erewhon or Whole Foods? I feel like there are tons of dispensaries doing the Grocery Outlet model, whether they think of themselves that way or not. The most important thing is that you do know which customer you are trying to attract, and then cater to their values, right? Where are all the retail experts? Please share your insight! Pedro M. Fonseca Chelsea Mulligan Maisha Bahati Jason Pitts

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Working, growing, and learning the health benefits of microgreens with Chef Clayton. So why do chef's love microgreens, we asked Clayton and the reasons are many, here are a few: 1.        Intense Flavor: Microgreens pack a punch in terms of flavor, often more concentrated than their mature counterparts. They add depth and complexity to dishes without overwhelming other ingredients.
 2.        Visual Appeal: Their vibrant colors and delicate textures enhance the presentation of dishes, making them visually striking and more enticing for diners.
 3.        Versatility: Microgreens are incredibly versatile and can be used in various dishes—from salads and soups to garnishes for meats, fish, and desserts. They blend well in both savory and sweet dishes.
 4.        Nutritional Value: Microgreens are rich in nutrients. In fact, they often contain higher concentrations of vitamins, minerals, and antioxidants than fully grown vegetables, which appeals to chefs focused on healthy, nutrient-dense cuisine.
 5.        Freshness: Since microgreens are typically harvested just days after germination, they offer a fresh, crisp bite that enhances the overall eating experience.
 6.        Sustainability: Growing microgreens requires minimal space, water, and time, making them a sustainable ingredient for chefs who prioritize eco-friendly practices in their kitchens.
 Their ability to elevate both the flavor and presentation of a dish makes them a go-to choice for many chefs. I am really proud of the Gardenuity team that developed and launched our new Microgreen line. Another way to be able to say "I grew that" and elevate your nutritional profile. #aremicrogreensgoodforyou #productdevelopment #nutrition #health #wellness https://lnkd.in/gMs-jvCe

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Help! There is a lot going on and people want help! In #cpg it’s been tough lately. We’re dealing with mergers, we have retailers going out of business, we don’t have funding like we used to, etc. We don’t have the margin for error that we used to have. The dollars count! As a broker, SMB Sales & Marketing takes this very seriously! We won’t sign a brand that is not ready to pay us. Even if we don’t sign, we want to help shepherd brands with advice, one time presentations, check ins etc., without being a reason a brand runs out of money. We are willing to change terms, contracts, work with brands we partner with if there is need, if goals change or if we have not been able to gain placement. But, probably most importantly, we don’t want to spend a brands money in a way that doesn’t benefit them! Mark A. Samuel had a post today about a placement that didn’t work out. His situation is unfortunate, it’s also something I hope to never have one of our brands experience! We would make a lot more short term money by pushing brands to take any placement and to negotiate any cost that gains placement. But that’s not how we run our business. We want to do what is right for our partners. We will push, for sure, if we feel it’s the right thing to do. But, we will sell the opportunity properly and never force it! We will do whatever our brand decides! We will let then help the brand win! No matter what! When a brand hires us, we e want them to know they can trust us to do what is best for them and not us. We all grow better that way. We’re not adding many brands at this time but we will do as much as we can to help the industry! #brokerlife #sales #retail #ethics

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AI Can’t Predict Flavor Futures: Understanding Consumer Drivers is Key AI may seem like a crystal ball for flavor trends, but it's important to remember that AI is trained on a closed set of data—it’s not a search engine. 🤖 At best, it can inspire, but at worst, it creates ideas rooted in the past. If you want to truly innovate, you need to get ahead of consumers by understanding the drivers behind their behavior. 🚀🍴 #CulinaryTides #SuzyBadaracco #FlavorTrends #AIInsights #FoodInnovation #ConsumerDrivers Read the full article here: https://lnkd.in/eHUQ9bgg

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With 61.4% of the world's population using social media, it's no wonder it's become a breeding ground for new supplement trends. At Prinova, we keep our ears to the ground in both the real and digital worlds. This way we keep our expertise up-to-date, making it easier for brands who work with us to take advantage of every little change in consumers' expectations. #SocialMedia #PrinovaGlobal #WeArePrinova #SupplementTrends

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