![Natural retailers are key to next-gen brands fulfilling their social and environmental missions Natural retailers are key to next-gen brands fulfilling their social and environmental missions](https://eu-images.contentstack.com/v3/assets/blt09e5e63517a16184/bltb15550fe6d8c14a4/64e8e3d6cf566fbc9f12d931/01-ita-mission-matters.png?width=700&auto=webp&quality=80&disable=upscale)
Kailey Whitman
Supporting communities and individuals who are socially, physically, economically or otherwise disadvantaged forms the core of these companies’ missions.
Founded with the goal of making healthy food accessible to all, A Dozen Cousins’ affordable bean- and vegetable-based dishes are inspired by traditional Black and Latino recipes from all over the Americas. To further its mission of improving health in traditionally underserved communities, the company awards an annual grant to a nonprofit working to eliminate socioeconomic health disparities in the U.S. Last year’s award went to The Happy Kitchen/La Cocina Alegre in Austin, Texas, sponsoring two six-week dual-language cooking and nutrition courses that served 50 families. Bestseller: Cuban Black Beans; SRP: $3.99; Booth 8503
This Certified B Corporation was created specifically to support Not For Sale, a nonprofit dedicated to stopping human trafficking on both a local and global scale. REBBL’s core mission is to create positive social and environmental impact through its USDA Organic plant-based beverages. The company does so in part by ethically sourcing ingredients from suppliers that align with its values, ranking REBBL in the top 10% of all B Corps for impact on local communities, suppliers, customers and corporate governance. Additionally, REBBL donates a percentage of every bottle sold to Not For Sale’s fight against human trafficking and is switching to 100% recycled and recyclable plastic bottles this year. Bestseller: Turmeric Golden-Milk Elixir; SRP $3.99; Booth 5148
Born out of a desire to uplift chronically unemployed women, this Denver, Colorado-based nonprofit is a transitional employment program that combines on-the-job training with life skills. The Women’s Bean Project assists with basic needs such as housing, child care and transportation, offering women the stability to achieve long-term employment. Since its inception in 1989, the product line has grown from one to 50 SKUs sold in some 1,000 stores nationwide, helping even more women find work, gain self-sufficiency and transform their lives. Plus, each package is signed personally by the woman who made the food inside. Bestseller: 10 Bean Soup Mix; SRP: $5.95
Founded by Richa Gupta, this Certified B Corporation from Canada subscribes to a “Buy One, Feed One” business model. For each bottle of certified-organic sauce sold, the company donates a meal to someone in need in partnership with Food Banks Canada, the Los Angeles Regional Food Bank and the Akshaya Patra Foundation, a nonprofit that serves healthy daily meals to over 1.8 million children in India. Good Food for Good has donated more than 285,000 meals as of last December and aims to reach 1 million in 2020. Bonus: All of the company’s sauces are sweetened only with dates. Iconic product: Organic Ketchup; SRP: $6.99; Booth N1537
Founded by recovering addict Wes Hurt, this company’s mission is to support addicts in their recovery efforts. Fifty percent of the profits from Clean Cause’s USDA Organic sparkling yerba mate beverages fund sober-living scholarships through the Clean Kickstarts initiative. Granted to users in early stages of recovery from drug and alcohol addiction, the scholarships are distributed across the country to help people as they find jobs and establish recovery support systems. To date, Clean Cause has put more than $550,000 toward nearly 1,100 scholarships. Bestseller: Blackberry Sparkling Yerba Mate; SRP: $2.99; Booth H409
This company was built upon bringing healthy fruit to Mexican schoolchildren in the form of shelf-stable, nutrient-rich fruit jerky made using a patented technology that took 20 years to develop. On its way to producing more than 1 million fruit bars a day for the Mexican government’s school lunchbox program, Solely Fruit began working directly with farmers, soon realizing these growers were not only in a challenging position in the value chain, they were also producing a lot of “ugly” fruit that never made it to market. “We help farmers go through the organic certification process and then support them by buying their entire harvests,” says founder Simon Socal. Solely Fruit launched in the U.S. a year ago, but the company’s vertical integration has been two decades in the making. Bestseller: Mango Fruit Jerky; SRP: $1.49; Booth 2216
These environmentally minded brands wholeheartedly embrace regenerative agriculture, renewable energy, sustainable packaging and biodiversity.
This Certified B Corporation earned top marks on Green America’s 2019 Chocolate Scorecard for sourcing sustainably and ethically farmed cocoa, investing in agroforestry, helping local farming communities and taking a stance against child labor. Alter Eco has also gone above and beyond with its commitment to eliminating waste through sustainable packaging. Working with its partners and manufacturers, the company launched the world’s first nontoxic, non-GMO compostable candy wrappers, in addition to inventing Gone4Good, the first compostable standup pouch made from renewable, plant-based, non-GMO materials. Limited-edition product: Deep Dark Salted Brown Butter Bar with “Earth Day” packaging; SRP: $3.99; Booth 2104
This family-run company has been crafting healthy and environmentally responsible organic personal care products for a quarter century. This year, the Certified B Corporation is advancing its commitment to achieving net zero waste in 2030 by going solar at its New Hampshire headquarters and manufacturing plant, which will generate over 600,000 kilowatt hours of clean electricity annually. Other actions include supporting regenerative agriculture through its sourcing practices and advocacy, and composting and reusing two-thirds of its “waste,” sending only 3% to the landfill. Additionally, Badger belongs to the Carbon Farming Innovation Network, is pursuing the Rodale Institute’s Regenerative Organic Certification this year and has created a family-friendly workplace through a Babies at Work program and onsite childcare. New product: Damascus Rose Balancing Mist; SRP: $16.99; Booth 2935
After more than three decades selling herbal supplements, Gaia Herbs continues to grow both its business and its sustainability and social impact programs. At Gaia Farm in North Carolina, the company puts its regenerative farming program into practice while supporting bees, butterflies and other pollinators as a certified Monarch Waystation. The certified-organic farm also forms part of the United Plant Savers Botanical Sanctuary Network, preserving species and promoting biodiversity—goals supported through Gaia Herbs’ seed bank. A Certified B Corporation and Climate Collaborative member, this company researches medicinal plants onsite to ensure the purity and safety of its products and promote sustainable herbalism, regenerative agriculture and agroforestry through outreach programs for health practitioners, consumers, retailers and farmers. New product: Hemp & Herbs Calm; SRP: $24.99, 30-count; Booth 3657
Everyone knows Dr. Bronner’s, if nothing else than for the iconic packaging of its soaps. But this company is also lauded for its steadfast commitment to the planet. Named a “Best for the World” Certified B Corporation several times over, Dr. Bronner’s helped develop the Regenerative Organic Certification standard, which prioritizes soil health, animal welfare and worker fairness using organic certification as a starting point. The brand has used 100% post-consumer recycled PET plastic bottles for more than 10 years, and its California manufacturing plant is on its way to meeting the company’s zero-waste goal. Building equitable supply chains, supporting fair wages and advocating for transparency in agricultural practices are a few other ways that this pioneering company upholds its “All-One” philosophy. Newest product: All-One Spearmint Toothpaste, SRP: $6.49; Booth 3005
To advocate for foods that have a positive environmental and social impact, Nutiva donates 1% of all sales—totaling more than $5 million since 1999—to promoting regenerative agriculture, biodiversity and other practices that support ethical and sustainable farming communities. All products are USDA Organic and Non-GMO Project Verified, and its certified Zero Waste production facility has run on 100% renewable energy for the past five years. Other initiatives include donating 100,000 coconut seedlings to farmers in the Philippines, $500,000 in fair trade premiums, over $1 million to non-GMO advocacy and over $1 million to hemp advocacy. Nutiva also supports diversity in the workplace and invests in local communities through projects like the City Fruit Tree and School Orchard Initiatives. New product: Organic Avocado Oil; SRP: $12.99; Booths 5293 and 2209
This company was one of the first to partner with the Rodale Institute on Regenerative Organic Certification—no surprise, given that Patagonia Provisions was founded to build markets for more sustainably and regeneratively produced food. Supporting soil-building crops, promoting biodiversity and reducing the food industry’s negative impact on the planet are just a few of the missions embraced by this Certified B Corporation. Patagonia Provisions has been a tireless advocate for organics and establishing a new kind of food chain that embraces ethically and sustainably sourced products. New product: Lemon Caper Mackerel; SRP: $20 per 3-pack; Booths 2157 and N321
Waste is a growing concern in the food industry—not just the amount of food thrown out but also the byproducts of production processes. These companies identified “wasted” products and figured out how to upcycle them into high-value end-use solutions.
This company was founded to take on food waste by upcycling some of the billions (yes, billions) of fiber-rich grains left over from beer brewing in the U.S. every year. ReGrained began by making granola bars with its spent-grain ingredient SuperGrains+ and has since expanded into puffed snacks. The company also helps other food companies find diverse uses for SuperGrains+, broadening the impact of its upcycling efforts and making an even greater dent in the food waste issue. ReGrained continues to search for more sustainable packaging solutions as well. New product: SuperGrain+ Mexican Street Corn Puffs; SRP: $3.99; Booth 5315
What began as a master’s thesis project turned into a mission to create jobs for seasonal coffee workers in Nicaragua by way of coffee leaf tea. Coffee bean pickers are typically forced to migrate after the three-month harvest, uprooting their families to find other work, but Wize Monkey knew that coffee leaves could be harvested year-round. Building its business around this premise, the company provides steady incomes for workers and stable schooling for their children. Wize Monkey partners with a third-generation Nicaraguan coffee farmer, creating a direct supply chain in which the leaves are grown, harvested and processed onsite. To date, the company has created 75,000 hours of off-season work at its partner farm, with the eventual goal of generating 500,000 hours as the brand grows. Bestseller: Chocolate Dream Coffee Leaf Tea; SRP: $14.99
Reducing food waste is the core tenet of this pet food company, which partners with food processors, manufacturers and farmers to source discarded ingredients and turn them into innovative, healthy and delicious gourmet dog treats. Founded in 2017, this company has so far upcycled 25,000 pounds of food that otherwise would’ve been thrown away, and it plans to rescue some 150,000 pounds by the end of this year. But there is nothing “trashy” about these dog treats—they are made only with grain-free natural ingredients and no fillers or preservatives. Each treat contains up to 40% upcycled ingredients. New product: Duck, Duck, Beet; SRP: $4.99
Repurposing food waste is the goal of this company, known for upcycling okara—soybean pulp left over from soy milk production—into a versatile, high-value food ingredient. And while okara might be Renewal Mill’s first, it is by no means the only ingredient it plans to upcycle. In fact, the company strives to build a whole new category of foods made from the upcycled fibrous byproducts of food manufacturing. To underline the potential impact of this mission, CEO Claire Schlemme says there are more than 6 billion pounds of fibrous food waste generated each year in the U.S. Renewal Mill is dedicated to supply chain transparency and strict sustainability standards for every ingredient sourced for its growing plant-based product line. Newest product: 1-to-1 Gluten-Free Baking Flour; SRP: $8.30; Booth 8711
Bananas might be one of the most beloved fruits in the U.S., but that doesn’t stop much of the world’s banana crop from going to waste, mostly because “ugly fruit” is rejected for export. This is where Barnana comes in. The Certified B Corporation partners with farmers in Latin America to upcycle rejected bananas into USDA Organic, Non-GMO Project Verified snacks. For its plantain-based products, Barnana sources from small villages of indigenous Kichwa tribes in the Amazon rainforest and works with small-scale farmers—350 families to date—to become certified-organic plantain growers. Some 85 million upcycled bananas later, Barnana is excelling at providing innovative banana-based snacks while minimizing its impact on the environment. Bestseller: Sea Salt Plantain Chips; SRP: $4.99; Booths 4958 and N1046
This company collects fallen palm leaves and— using no plastics, colors, coatings, resins or waxes in a process that mimics traditional natural methods—transforms them into disposable plates. Each plate is made from a piece of leaf that is dried in the sun, cleaned with water, heat-pressed, shaped and passed through UV radiation for sterilization. The result is a completely sustainable, compostable, extremely sturdy, aroma-free product sourced from palm forests and organic, Non-GMO plantations, bringing employment to remote and underdeveloped regions. Bestseller: Dtocs 7-inch round Palm Leaf Plates; SRP: $41 for 96 plates
Collaborative relationships, fair trade, living wages and sustainable economic development are championed by these brands, which put supply chain transparency front and center.
A cooperative of over 2,000 family farms and 900 employees, this company puts farmers first. Since 1988, Organic Valley has made a name for itself both for the quality of its certified-organic, non-GMO eggs and dairy products. In addition, its ethical and sustainable practices have made it a leader in the natural foods industry. Long committed to the respectful care and treatment of animals, Organic Valley is 100% renewable-energy powered as of 2019. It has also helped surrounding communities follow suit, increasing solar energy production in Wisconsin by 30% and bringing cheaper, renewable energy to thousands of rural Americans. New product: Ultra filtered milk; SRP: $5.99; Booth 1737
Also known as Shenandoah Valley Organics, this company brings a new layer of awareness to the poultry industry by addressing farmers’ needs. Farmer Focus takes a stand against the abuses found in contract farming systems that weaken farmers’ agency over production and standards. The company is USDA Organic, Certified Humane and rated Step 3 for enhanced outdoor access according to the Global Animal Partnership standard, and its business model empowers farmers to make decisions that adhere to these third-party certifications. This transparent, traceable brand educates consumers about how its farmer contracts are superior to conventional contract models by benefitting the farmer, hen, environment and consumer. Bestseller: Boneless Skinless Chicken Breast; SRP: $7.99 per pound
The Real Co follows a single-origin food model that promotes transparency, brand trust and environmental sustainability. The company partners directly with small farmers, co-ops and mines to bring their single-origin products to market and ensure that they all meet organic and non-GMO standards. The Real Co also helps suppliers develop into more sustainable operations that, in turn, can support local communities. Bulk ingredients are brought to a packing facility in Portland, Oregon, that employs only disabled and learning-disadvantaged adults. Every purchase supports the company’s lunchbox program, which has provided more than 300,000 meals to children in low-income rural areas of Kenya. New product: Organic Raw Coconut Sugar; SRP: $5; Booth N2220
The first commercially viable seaweed farm in the U.S., Atlantic Sea Farms practices sustainable kelp farming off the coast of Maine, harvesting the crop to make nutrient-dense, delicious foods. Atlantic Sea Farms is dedicated to helping diversify Maine’s coastal economy by providing seasonal lobster fishers with another livelihood—an increasing necessity given the negative effects of climate change along the Gulf of Maine. The company works with locals to create kelp farms, providing both seeds and technical assistance. Kelp, in turn, is a highly sustainable crop that removes carbon and nitrogen from the oceans, reducing ocean acidification. The company has partnered with various marine research organizations to study how line-grown kelp can improve the environment. Bestseller: Sea-chi Raw Kelp Kimchi; SRP: $9.99
If moringa is becoming a familiar ingredient in the U.S. market, we have Lisa Curtis to thank. After learning about the moringa tree as a Peace Corps volunteer in Niger, she started a business with a two-pronged goal: to fight climate change and to empower local women through moringa leaves. Certified B Corporation Kuli Kuli has since created an international market for moringa—a tree that requires minimal water to grow and can help replenish degraded soil—by sourcing directly from family farmers and women’s cooperatives in rural areas. Along with promoting sustainable agricultural development, this has created sustainable livelihoods for West African women while encouraging local communities to consume this superfood. All of Kuli Kuli’s moringa is USDA Organic. New product: Organic Focus Focus Focus Raspberry Acai functional shot; SRP: $3.99; Booth 5090
Founded by a trio passionate about harnessing the power of plants while also supporting communities, Kaibae’s first love was baobab, the fruit of a tree that grows wild in the African savannah. But the company’s search for lost crops—indigenous plants from various regions of the world—later extended to a seaweed (Kappaphycus) farmed off the coast of Zanzibar and the nuts of the Colombian cacay tree. In each instance, Kaibae’s mission was twofold: to work with local villages to create sustainable livelihoods and promote economic development, and to bring the health and beauty benefits of these nutrient-rich crops to U.S. consumers. Kaibae currently offers USDA Organic baobab fruit powder, wellness tea, beauty oils and masks. New product: Baobab Leaf Face Mask; SRP: $48 per 3-pack
Founded by a trio passionate about harnessing the power of plants while also supporting communities, Kaibae’s first love was baobab, the fruit of a tree that grows wild in the African savannah. But the company’s search for lost crops—indigenous plants from various regions of the world—later extended to a seaweed (Kappaphycus) farmed off the coast of Zanzibar and the nuts of the Colombian cacay tree. In each instance, Kaibae’s mission was twofold: to work with local villages to create sustainable livelihoods and promote economic development, and to bring the health and beauty benefits of these nutrient-rich crops to U.S. consumers. Kaibae currently offers USDA Organic baobab fruit powder, wellness tea, beauty oils and masks. New product: Baobab Leaf Face Mask; SRP: $48 per 3-pack
On the label of every Women’s Bean Project product, a woman’s signature appears under the phrase “lovingly handmade by.” But this detail is about much more than just the food inside—it also shares the story behind this mission-based brand, launched more than 30 years ago when a social worker committed to helping chronically unemployed women in Denver, Colorado, become self-sufficient through work. Since then, the Women’s Bean Project has employed more than 1,000 women to create its 50-plus SKUs sold in nearly 1,000 stores nationwide, thereby helping them change their lives for the better.
But as impactful as product labels such as these may be, packaging design alone cannot wholly convey the stories of companies that use commerce as a force for good. In fact, according Erin Callahan, director of the Climate Collaborative, one of the greatest challenges mission-driven brands face is communicating their missions to consumers. Brands can only go so far with their packaging and other efforts, she says, and it’s up to retailers to fill in the missing pieces for their shoppers.
Fortunately, consumers today are more receptive to learning about brands’ missions than ever before. “They are increasingly interested in shopping their values, and they seek out brands that they believe align with the way they view the world or the way they want it to be,” says Danielle Vogel, founder of Glen’s Garden Market in Washington, D.C.
This is particularly true among younger consumers, who are more likely to regard purchasing as an ethical issue with social or environmental consequences. According to Nutrition Business Journal research, 63% of millennials feel that buying can be a moral decision, compared with 58% of Gen Xers and 40% of boomers. As for paying more for responsibly produced food, 65% of millennials say they are willing, compared to 55% of Gen Xers and just 28% of boomers. What’s more, 62% of millennials will spend more money on environmentally responsible practices, while 59% will pay a higher price for socially responsible goods.
These statistics suggest that, now more than ever, consumers truly want to support brands with strong missions and are eager to learn all about them from the natural products retailers they trust.
Spreading the word
As consumers begin putting more stock into conscious consumerism, “Retailers are hearing from an increasingly active customer base on issues like packaging, food waste and climate, and they want to know how retailers are handling them,” Callahan says. In response, she adds, many stores are working hard to educate their customers about newer concepts such as carbon sequestration and regenerative agriculture.
Stephen Mitchell, owner of Good Earth Natural Foods in Fairfax and Mill Valley, California, believes these kinds of conversations are key. His clientele is particularly concerned about packaging, especially single-use plastics. “Our customers have been genuinely interested in understanding and often driving improvements in the reduction and elimination of single-use packaging, both in-store and [for] takeout,” Mitchell says. “They are also extremely receptive to participating in the effort.”
Stocking sustainably
Along with talking with customers about responsible consumption, natural grocers can take out some of the guesswork by stocking primarily mission-minded brands. Jason Stein, director of category management at the National Co-op Grocers association, specifically seeks out brands with a strong mission. “We look to partner with those that, in addition to being driven from a retail perspective, are trying to change the world,” he says.
However, when it comes to making claims, Stein stresses that authenticity is key. Therefore, by carrying mission-based brands and also educating both staff and customers on brands’ stories, retailers can show shoppers that they can trust in the products on their shelves. Glen’s Garden Market, for example, has rigorous local sourcing standards and other eco-mandates that, according to Vogel, allows customers to trust that everything on the shelves represents an environmentally conscious choice.
Stocking items that bear trusted third-party certifications is another way to assure shoppers that they are making smart purchasing decisions. Stein says USDA Organic, Fair Trade Certified and Non-GMO Project Verified are three of the most relevant to consumers who care deeply about supply chain transparency and the ethics behind the products they buy.
Brands making a difference
As responsible consumerism drives how more and more people shop, brands are being shaped by a range of increasingly relevant issues. Some have made social responsibility their focal point, whether by committing to diversity hiring, supporting economically and socially marginalized populations, highlighting women-owned companies, giving back to communities or increasing food access. Other companies champion environmental causes such as organic and regenerative agriculture, zero waste and clean energy, as many iconic natural products brands—Badger, Dr. Bronner’s, Gaia Herbs and Nutiva, for example—have done for a long time. But plenty of smaller-scale mission-based brands are stepping up too, helping to eliminate waste through upcycling and inter-brand collaborations.
Additionally, more natural products brands are embracing supply-chain transparency, fair trade and direct sourcing to support farmers and their communities. Some have even followed an ingredient-first, brand-second approach to bringing new products to market (think Wize Monkey and ReGrained). But no matter which kinds of mission brands support, they are increasingly looking to retailers as partners in getting their message across.
Read how these brands focus on supporting disadvantaged peoplein the United States and around the world; cleaning up the environment with sustainable agriculture or alternative packaging; reducing or reusing food waste; and creating supply systems that ensure farmers receive fair pay.
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