Natural Brands - Autumn 2024

FUNCTIONAL MUSHROOMS

The future is female. That’s the view of one voice in our Women-led Business feature, echoed by many others who champion the positive attributes women bring to the natural health trade and the wider commercial world. Along this theme, in this issue you’ll find women advocating for investment equality; women calling out injustice and discrimination; products geared towards making menopausal women’s lives easier; female scientists driving groundbreaking NPD; heart-led businesswomen burning the candle at both ends to keep their health stores open; and a hormone-supporting recipe created by renowned nutritionist Madeleine Shaw.

Another thematic thread running throughout The Autumn Edit is functional mushrooms, with a dedicated feature covering their versatility and sustainability credentials (p9), plus retailer insights into their public popularity (p16, p22). With Organic September recently behind us, we turn our attention to the campaign’s key messaging and activities for 2024 (p4); we hear Tom Moses’ views on the current approach to promoting organic (p8); in our B Corp vs Organic feature we discuss the merits of each certification and ask what matters most to consumers (p25); and we publish the first results from Have Your Say (p49). Wishing you a healthy, prosperous Q4. See you in winter.

ROSIE GREENAWAY

Chittock, Joanne Hill, Kaneda Pen, Madeleine Shaw, Archie Swift

ORGANIC SEPTEMBER SPECIAL

Industry News Simplified messages mark Organic September

Simplified consumer messaging informed the Organic September celebrations of two key organizations in the sector this autumn, with the Soil Association’s (SA) approach focused on ‘Love Organic’ as a ‘compelling’ call to action — while UK ORGANIC encouraged shoppers to ‘Find Better. Look for Organic’.

CELEBRATING ‘all that is great’ about organic farming, food, health, fashion and beauty, the SA used the annual Organic September campaign to ‘reinforce the love and joy loyal shoppers feel for organic and encourage new customers to give it a try’. Existing organic fans were asked to shout about their organic hero products – from favourite foods to cosy night shirts ‘they simply can’t sleep without’ – while those new to the category were invited to make one organic purchase they could ‘fall in love with’.

Galvanizing the campaign, farmers opened their gates to host educational walks; on Organic September Saturday, indie retailers built upon last year’s sales growth through promotions and sampling; and The Organic Tap Takeover put the spotlight on brewers of organic beer, cider and lager. Greg Pilley, MD of Stroud Brewery, says the initiative pushed the hospitality industry to raise a glass to the ‘feel-good factor’ of organic beer.

Away from food and drink, during Organic Beauty & Wellbeing Week the SA hosted an event at Blomma Beauty to introduce its 2024 ambassadors, who include: nutritionist Michaella Mazzoni; brand founder and TV personality Saira Khan; Obvs Skincare founder Sian Louise; organic hair care expert Tabitha James Kraan; and Marie Claire beauty and style director Lisa Oxenham.

UK ORGANIC’s ‘simplified, accessible message’ was this: ‘When you find organic, you find products certified to higher standards; without harmful synthetic chemicals and pesticides; better for you, your family and the planet’.

The message was driven by a recent body of research which revealed that ‘consumers are more aligned with the intrinsic benefits of organic i.e. benefits that directly relate to

them, rather than the extrinsic values ... more commonly used when marketing organic’.

“The target audience emerged as one that is more invested than average in their and/or their families’ health, and who are prepared to pay more for products that are free from harmful synthetic chemicals. They are searching for better: better for them and for their family, but also better for animals, for people, products of better quality that are produced with better values,” says UK ORGANIC.

Now a CIC, the group has undergone a strategic restructuring which will see it explore new avenues of funding to support the organic sector.

Praise for virtues of organic

A REPORT compiled by The Community Farm to celebrate Organic September and attract new customers to its veg box scheme has made the case for local organic produce due to its positive environmental and societal impact.

Beyond the widely understood biodiversity-friendly attributes of organic, the report homes in on several benefits to the physical and mental health of those growing organic fruit and veg, highlighting the moodboosting effect of being immersed in nature, taking regular exercise and maintaining social connection.

Located in Chew Magna, south of Bristol, The Community Farm is a non-profit enterprise which grows climate-friendly food with the help of volunteers, including refugees, asylum seekers and those suffering from isolation or mental health problems. A survey canvassing adults and school children who recently volunteered, found that 92% felt positive impacts from spending time on the land.

The report also draws on research by the New Economics Foundation which focuses on organic’s tangible financial contribution to local communities, feeding £25 back into local economies for every £10 spent on locally grown organic veg boxes.

As part of the farm’s mission to ‘unearth the benefits of organic veg boxes’, all new customers who signed up during Organic September for regular deliveries qualified for a 10% discount – valid for 12 months – along with a free meal at the farm’s next wassail event in January.

A NEW partnership was announced in September between four Soil Association-certified brands to inspire parents and caregivers to choose organic when purchasing goods for children.

Green People, Frugi, Organix and Pip Organic joined forces to launch the Wear. Eat. Drink. Protect. campaign showcasing the work and values of certified brands across clothing, food, drink and personal care.

The companies break down the slogan as follows: Wear – ‘Inspiring a love for the planet through Frugi’s planet-conscious clothing for little ones’; Eat – ‘Organix snacks that fuel your little ones for happy, healthy days’; Drink – ‘Delicious organic drinks from Pip Organic that’ll keep them hydrated and feeling good’; and Protect – ‘Organic bath and body care essentials from Green People to care for and protect young, delicate skin’. Frugi, which instigated the collaboration, comments: “Our commitment is to love the planet we play on, which is why we are excited to join forces with Organix, Pip Organic and Green People for the Wear. Eat. Drink. Protect. campaign. Our goal is to showcase how Soil Association certified brands are leading the way in sustainable and responsible product choices. By highlighting our shared commitment to organic standards, we hope to inspire not just parents but everyone to make informed decisions that benefit both their families and the planet too. This collaboration not only emphasizes the importance of choosing organic but also supports a healthier, more sustainable future for all.”

To promote the partnership and Organic September simultaneously, a public giveaway worth over £600 was designed, comprising an Organic Adventure Clothing Bundle from Frugi; a cookbook and three-month supply of toddler snacks from Organix, presented in a wicker hamper; a collection of Pip Organic drinks; and from Green People an Organic Children’s Skincare Bundle which included kids’ bath and body essentials, plus a £100 voucher to spend exploring the brand’s range.

Industry News Wear. Eat. Drink. Protect.

ZEDS WHOLEFOODS

Bright, buzzing and brimming with healthy alternatives to everyday essentials, Rosie Greenaway learns why indie retailer Zeds Wholefoods is a community store proudly dancing to the beat of its own drum

In the heart of Sheffield’s Nether Edge community stands Zeds Wholefoods – a bright, vibrant business where locals can pick up basics ‘with a healthier, ethical twist’ and where staff are encouraged to express their personalities through music. While acknowledging the high costs of playing music in a shop, owner Nicola Newman says for her it’s non-negotiable – and an important aspect of the store’s success. As a singer herself, and with several musicians in her small team, she says the shop is never quiet; from piano and disco to hip hop and techno, Zeds’ customers are entertained while they shop for eggs, bread, organic veg and household goods. “We play obscure stuff. We don’t do a repeat playlist. That’s quite unique; it’s really hard to do unless you’ve got musical knowledge. Two of my staff are like jukeboxes. We just play our personalities. The customers love it. If I had to run the shop without music I would sell up.”

Having bought the long-standing business in 2015, Newman’s first task was to change the image; a strong believer in the effect of colour on mood, she moved from traditional health store green to eye-catching turquoise and yellow,

“It’s very much a lifestyle business for me and I run it with my heart more than my head, which is a problem sometimes!”

giving her healthy living hub a distinctive façade. While she questions whether this glow up made the business more or less recognizable as a health store, it’s a change of direction which certainly cemented Zeds as a buoyant, happy place to shop, ‘where everybody gets a welcome’ as they enter.

But there have been dark times too. With Brexit, lockdown and the invasion of Ukraine impacting business during her first few years, Newman admits to already bordering on burnout when COVID hit.

samosas to increase impulse purchases, or devising a behind-the-scenes drop off and pick up service for refills to solve the issue of limited floor space (and stop kids ‘coming in and turning the taps on’), there are few commercial riddles Newman can’t answer. Until then she’ll turn the tunes up and keep Nether Edge residents foot-tapping while they shop. “I really enjoy seeing the customers having a good experience and I really enjoy seeing my staff enjoying being at work. I like seeing people buzzing.”

Tom Moses Treasurer, HFMA

HAS THE BOAT SAILED?

Has the boat sailed for Organic September? This once laudable and worthy month of celebration of everything organic was made memorable by the almost exclusive participation of the independent health trade who used it as a perfect vehicle to highlight all that is great about their stores: unique products, brilliant service and promotions to match the best of the discounters.

I’m not sure at which point a marketing company got involved in coordinating the event and thus, to justify their enormous fees, felt the need to get the multiple grocers involved to stump up the revenue and promote the 0.02% of their product selection to the public at large, but it seems to have completely lost its reason to exist for the independent health trade – and to make matters even worse, it now clashes with that other marketing event, Fairtrade Fortnight. What a shame!

Perhaps it would be better if our own industry organized these marketing events and then they could be coordinated to gain maximum advantage for the trade. The now very active Health Stores UK and HFMA could be the drivers for the events. Whilst the HFMA has only a small number of organic food companies as members, there is a growing list of organic supplements and herbal remedies that could also participate, and with greater scrutiny on false health claims by the ever-watchful AI overlords it would be in everyone’s best interest to raise the profile of these national organic events.

and retailers alike, as well as our loyal consumers – and not the marketing leeches.

Is September the right month in which to hold the celebration? When is the best time to take advantage of the availability of organic goods and products? I realize that many organic products are now available throughout the entire year, but that’s not necessarily the case with produce that has been grown in our own backyard and not earned itself enough air miles to get to the moon and back on holiday.

Certainly, for the independent trade organic is a very important part of business, with recent analysis stating that the UK organic market has experienced growth of over 5% in 2024, with more than a third of those asked saying they valued and would buy more sustainable and eco-friendly foods if they were available.

“Being flexible and reacting quickly to new and innovative trends is an absolute priority for independent health stores”

As throughout the history of this great independent health trade, we will now have to go and highlight another event that will serve the trade in the best possible light – Mushroom Month, anyone?

I think it’s vital that we reclaim these very worthy celebrations of our great industry for ourselves, and this will probably mean that they will need to be reinvented in a different time slot, when everyone can participate and take advantage of the commercial opportunities that will ensue. I mean suppliers, wholesalers

There is evidence that this especially rings true amongst younger shoppers who are thinking not only about their diets and the impact of what they eat on their own health, but also the impact that diet has on the world around them. It is this element that holds the key to making sure the future of health stores is assured by appealing to the next generations, be they X, Y, Z or back to ABC.

There is also evidence that independent health and grocery stores did better than the average in maintaining growth in organic foods, as well as the growing market for supplements and other health and beauty products, probably outperforming their bigger and much clumsier multiple neighbours.

Being flexible and reacting quickly to new and innovative trends is an absolute priority for independent health stores. Most major multiples take a year to make any significant product changes, while the good independents can be highlighting these trends quickly and getting them into the hands of consumers before their big competitors are even aware there is a market.

So let’s not save up organic for September – let’s make every month of the year Organic Month and really take advantage of this great opportunity.

Nature s Apothecary Unearthing

Used for millennia in natural healthcare, mushrooms are causing a stir in mainstream wellness, but these sustainable ingredients have the capacity to expand into diverse market sectors, Jane Wolfe discovers

SSimilar to CBD a few years ago, functional mushrooms are having a mainstream moment, but, as is invariably the case with wellbeing trends, they’re already firmly entrenched in health stores.

For Jackie Coldwell, co-founder of Therapy Organics and fledgling supplement brand YourGut, functional mushrooms are established best-sellers, with lion’s mane and reishi topping the charts. “We stock brands including Living Planet, Terranova, Viridian and the wonderful Hifas da Terra,” she says, also rating British brand Myconutri, the brainchild of Martin Powell, author of Medicinal Mushrooms – A Clinical Guide.

These natural wonders can be divided into two categories: medicinal, containing compounds that provide specific health benefits; and adaptogenic, which help the body manage stress. Coldwell cites immune health as the primary reason her customers seek out mushrooms, followed by nervous system health, antiinflammatory support and digestion.

Mushrooms also play a part in Coldwell’s YourGut supplements, with reishi incorporated into the Defence immune health product, and the next launch featuring wood ear, ‘a lesser known mushroom with incredible properties’.

Quality assurance

With a surge in demand comes a raft of new products which vary significantly in quality and efficacy, making it tricky to navigate the sector. “We’re witnessing an exponential interest in functional mushrooms, with the market projected to double in the next five years,” state DIRTEA founders, brothers Andrew and Simon Salter. “It’s crucial for consumers to understand that not all mushrooms are created equal. They need to be aware of how mushrooms are grown, produced, tested – the entire supply chain involved to ensure efficacy, purity and potency. Continuous education remains key to helping more people integrate these natural wellness solutions into their daily lives effectively.”

Coldwell encourages consumers to seek advice from health stores or trained practitioners who can provide guidance,

adding that she is ‘very picky’ about the brands she stocks which is why she’s ‘always keen to know the people behind the brands’.

The flavour factor

Taste can be a major factor in consumer reluctance to using functional mushrooms. “Many people associate mushrooms with a strong, earthy flavour they might not find appealing,” admit the Salters. DIRTEA’s solution? Four naturally flavoured gummy SKUs with additional vitamins and minerals: Chaga to support immunity and energy; Lion’s Mane for cognitive function, memory, nervous system regulation and mental clarity; Cordyceps to reduce fatigue, maintain vitality and bolster endurance; and Tremella to boost synthesis of hyaluronic acid and collagen for healthy skin, hair and nails.

Coldwell notes that many drinks incorporate other components to make mushrooms more palatable. “These include matcha lattes with lion’s mane, evening cacao drinks with reishi and energy coffees with cordyceps. I love the taste of lion’s mane and cordyceps, ... but reishi is a little more challenging, so I include other ingredients. If someone really struggles with the taste, I’d opt for a clean capsule format.”

Positive spin

In 2023, driven by his own ADHD diagnosis, jrny co-founder Jamal AytonBrown formulated The Shruum blend after

researching which natural ingredients might help the neurodiverse community.

The coffee alternative – incorporating lion’s mane, valerian root, magnesium, Bacopa monnieri, Panax ginseng, ginkgo biloba and pine bark – is designed to support executive function by promoting and regulating levels of dopamine (the deficiency of which is the primary cause of many ADHD symptoms, says AytonBrown), serotonin and norepinephrine in the brain, improving motivation, focus, clarity of thought, mood, memory and energy.

While acknowledging that ADHD is a spectrum – with symptoms and their severity varying from person to person –and can be extremely debilitating, he created The Shruum to harness the less communicated positives of ADHD. “The viewpoint of society tends to fall into one of two categories: ADHD doesn’t really exist and the symptoms are minor concerns that all of humanity shares; or, people with ADHD are impulsive, irresponsible, lazy and stupid. In actuality, ADHDers tend to be extremely quick thinkers, strong communicators and can hyperfocus on the things they love, which helps in mastery of those things.

“Personally, I try to manage my life in a way that leans into the positives and integrate lifestyle habits such as cold showers, meditation and The Shruum which help to keep my mind operating as close to peak as possible.”

Diverse future

“The field of mycology is rapidly expanding, with ongoing research uncovering new therapeutic properties and applications,” say the DIRTEA founders. “As scientific understanding deepens, we can expect to see more evidencebased insights into the potential health benefits of mushrooms.”

Mushrooms, with their sustainable credentials, are making their mark in skincare, beauty, leather and meat alternatives, biodegradable packaging and agroforestry systems. “The possibilities are endless,” say the Salters. “Mushrooms will become increasingly prevalent across diverse market sectors. As we delve deeper into the realm of mycology, mushrooms continue to captivate with their versatility, sustainability and immense potential for positive impact.”

An organic cuppa

Maddison Crerar, marketing manager, innovation, at Organic Traditions, agrees that the increased popularity of mushrooms has necessitated careful brand selection. “Opting for organic and third-party tested products ensures safety and efficacy in mushroom supplements,” she says, adding that Organic Traditions’ suppliers must meet stringent standards.

The brand’s functional mushroom line utilizes an increasingly popular format: coffee. Its four-strong collection of Instant Mushroom Coffee provides an easy way to get a fix of both, while negating the jittery effects of the brown bean, with a choice of Focus Fuel, Endurance Fuel, Mocha and Dirty Chai – the latter two café-style varieties offering a five-mushroom blend of chaga, reishi, cordyceps, turkey tail and lion’s mane.

HITTING shelves in 2025, Multi Meno from Dr O’Connell is the latest menopause SKU to join the ranks of women’s health products, offering a natural alternative to HRT.

Developed by Dr Cliona O’Connell and husband Dr Raj Bathula, Multi Meno claims to be the only menopause supplement formulated by doctors.

With 85% of menopausal patients affected by symptoms, but 45% unable or unwilling to take HRT, the pair felt an alternative was crucial to end the ‘suffer in silence’ culture, so O’Connell sought to create an evidence-based daily supplement which included everything a woman needs to naturally tackle the common symptoms of menopause.

Brand News An end to ‘suffer in silence’ culture

The capsules contain 27 active natural ingredients including: vitamin D for bone density; B vitamins for fatigue and brain fog; vitamin C for the immune system; selenium, zinc and iodine to support hormones, skin, hair and nail health; phytoestrogens to mimic the effects of oestrogen; and ashwagandha, vitamin E and zinc to tackle inflammation.

Georganics

“Although the menopause is inevitable for every woman, each person’s experience of it can be radically different, and the approach women are sometimes forced to take can be very similar. I strongly believe that no one should have to suffer in silence. That’s why I created our Multi Meno range, to provide women with a scientifically researched and evidence-based natural alternative, which helps manage menopausal symptoms without the reliance on synthetic hormones. In launching Dr O’Connell I hope to give reassurance to women that whatever their experience of the menopause, there is a solution which can help manage symptoms and enable them to pass through the menopause feeling happy, healthy and supported,” comments O’Connell.

keeps kids smiling

DESIGNED ‘specifically for little ones’, the new GeoKids Fluoride Toothpaste from Georganics is suitable for children aged three years and over.

Certified by COSMOS Natural, The Vegan Society and Cruelty Free International, the 100% naturally flavoured strawberry paste is non-foaming, free from synthetic chemicals and gentle on children’s teeth and gums.

Presented in a 60ml glass jar, the formula combines the ‘cavity-fighting power of fluoride’ with erythritol, which works to prevent caries, and remineralizing hydroxyapatite, which strengthens tooth enamel, protecting against decay and promoting ‘strong, healthy teeth’.

The Georganics experience is enhanced with an illustration which CEO Stéphanie Brassinne says is a hit with her own children.

“Personally, my three boys have been using this toothpaste for the past three months, and they absolutely love the strawberry flavour. They also think the beaver on the packaging is very cute. Even their dentist was impressed by how clean and healthy their teeth are.”

The packaging, ‘designed with the environment in mind’, comprises widely recyclable glass, aluminium and cardboard, and encourages users to scoop only a peasized amount from the jar at a time. Based on brushing twice a day, one jar can last a child one-and-a-half months.

Five years after the fire

Marigold

INTERVIEW:

PETER LANGSAM

On 28 September 2019, devastating flames engulfed the warehouse and offices of Marigold Health Foods – an event which rocked the industry and left it with one less distributor. Now, five years after the fire, Rosie Greenaway speaks with Marigold’s managing director, Peter Langsam, about the past, present and future of one of the industry’s most established, cherished and resilient businesses.

WWhen the phone rings in the middle of the night it’s rarely good news. Saturday 28 September 2019 was no exception. In the early hours Peter Langsam was woken by a call which would alter the course of Marigold Health Foods and change the face of the health food industry.

Dressing hastily, Langsam drove to HQ to find 12 fire engines tackling the blaze. But efforts were futile, and while thankfully nobody was injured or killed, damage to the building was irreparable. A single act of arson ended Marigold’s distribution operations and forced it to radically trim its 120-strong staff and pivot the business. Langsam describes the period that followed as ‘an awful time’ of adjustment and repositioning: “It was a traumatic event for everyone.”

Faced with no police prosecution, insufficient insurance payouts and the financial and logistical complexities of moving sites, Marigold’s initial intention of restarting its distribution services was quickly halted.

Having always been economically cautious, its savings were in robust health, enabling the payment of all debts to

suppliers and a three-month redundancy package to all but a few essential staff who remained to settle accounts and take Marigold forward as a brand.

“I think it was the right thing to do as a company in order to continue. We had a well-loved brand going on in the background that we were selling both to the independent trade and to the vast majority of supermarkets.”

By moving logistics to a third-party warehouse, and with a 95% reduced staff in tow, Marigold the brand lived on without much disruption. Modelling itself as it always has – by viewing suppliers and customers as partners and treating them with respect and fairness – Marigold continues to enjoy a positive reputation. But this is by no means the path it would have chosen, and while Langsam feels immense gratitude for the industry’s support, the sudden change was a bitter pill to swallow for the five remaining employees.

The MD remembers Marigold’s distribution days fondly, when at its peak it carried 4,500 chilled and ambient lines, spanning 300 brands. “I really miss them. [It] was incredibly intensive people-power-wise to run that

operation. We were making 700 to 800 deliveries a week. We were conducive as a route to market for start-up brands; we were very supportive of small brands coming from the UK or abroad. Our approach has always been about being open with our information and open with customers and suppliers. It was quite a busy and exciting business at the time.”

But nostalgia hasn’t stopped Langsam finding peace with his new reality, nor does it ignite any ambition to begin distributing again. Time and a great deal of acceptance later, the MD is upbeat about Marigold’s position in the market, and laser focused on the brand’s goals. “Managing the brand is different to running the distribution – it’s a different set of skills. It has taken quite a lot of adjustment for all of us. The community and the excitement and the million headaches a day [are in] the past. But it continues to be a fantastic company. It doesn’t have the scale it did before and the number of personalities, but I think the spirit of Marigold remains exactly as it was. I feel really – as do all of us – happy and fortunate to be working in the natural health food industry. We never take it for granted.”

“We’re working on a sharing bag now and have ideas for other flavours”

The fire left an undeniable hole in the health food industry. So has it ever fully recovered? Careful to remain modest and convey the respect he clearly feels for his former competitors, Langsam says he doesn’t believe so. “I don’t mean to say Marigold was great and Suma, CLF, Infinity and Queenswood can’t do the job. There are a lot of great distributors in the industry. I think collectively they have not been able to fully plug the hole that was left by Marigold’s demise, and that’s a bad thing for everybody.

“We were a unique and strong business which placed a lot of emphasis on our customers and our relationships with suppliers. I think we provided a very good service. We had a lot of innovative, smaller brands that were not necessarily available elsewhere – by choice, not because we imposed some type of monopoly. [The fire] damaged a lot of brands. It damaged our retail customers who had to try to find goods elsewhere and either couldn’t or those other distributors – rightly or wrongly – were unable to cope with a drastic increase in custom. And then you have Brexit and Tree of Life/The Health Store going out of business and it has just become

a more challenging, more limited environment for the flow of goods, quite frankly.”

Among the many lessons dealt to Marigold over the past five years is empathy. Langsam says the team understands how difficult today’s market is for distributors. “Now they’re not our competitors, they’re simply our customers and we know exactly their challenges and what they provide the industry.”

The lean team of five has been joined by two marketing and social media freelancers, who are developing the brand’s consumer interaction – timely, given how much there is to celebrate about Marigold today. Continually ‘striving to improve’ and build on its strong heritage, the brand has evolved from vegetarian to vegan and has moved production from Europe to The Midlands, reducing carbon footprint and enabling sales of organic products to

rapeseed, and new products have joined the range in the form of ‘guilt-free’ snacks.

Launched in January, Marigold’s Popcorn Plus line was initially created as a vehicle for sampling Engevita Yeast Flakes at NOPEX and was such a hit, it became a permanent fixture, bringing popcorn lovers a dose of protein, fibre, iron, B12 and vitamin D with a hint of sea salt and a mild cheesy flavour, all in 94 calories. This last point earns it the seal of approval for schoolchildren, for whom there is a 100 calorie limit on snacks brought from home. “It ticks so many boxes. It’s doing very well in the independent trade. We’re working on a sharing bag now [and] have ideas for other flavours.”

Talk to Langsam and you’ll get the sense that the future looks decidedly bright for Marigold. While vegan, natural and cleanlabel remain paramount, he has aspirations to extend the number of organic products bearing Marigold’s name. Further vegan ‘flavour boosters’ are in the pipeline to help amateur chefs improve their home cooking. There are new markets to pursue, too. And the brand will continue to share its good fortune; prudent financial management allows a ‘significant portion’ of profit to be donated annually to charities close to employees’ hearts, and what little food waste the company generates is absorbed by The Felix Project.

Remembering fondly the great numbers of former Marigold staff whose jobs became the fire’s collateral damage, the MD expresses pride at what this new iteration of Marigold has achieved ‘despite a lot of challenges’. Looking to 2025 and beyond, he is embracing the company’s past, present and future, and guiding the brand in what he hopes will be a prosperous, ‘responsible’ direction, continually contributing positively to the health food trade – an industry he and the team are as dedicated to now as the day Marigold was born in 1978.

Trends

n Collagen

The first time I noticed collagen products making a significant entry into the natural products market was at NOPEX 2019 – within the collagen and CBD section of the show. While we haven’t engaged much with CBD, our collagen sales have consistently grown. We introduced Planet Paleo in 2019, and although it had a slow start, we eventually gained traction.

In the early days customers were drawn to well-known online brands with big marketing budgets. However, as interest grew, they turned to us for advice, knowing we only offer highquality products. Ethics and purity are our top priorities when selecting brands. Our bestsellers include Nature’s Plus, Planet Paleo and Bare Biology.

n Wholefood powders

Wholefood-based supplement powders are thriving, particularly green powders and blends of fruits and vegetables, often paired with mushrooms or adaptogens. Sales of mushrooms and adaptogens have risen steadily in recent years, with lion’s mane and ashwagandha standing out for their benefits to the nervous system and cognitive function. Our nutritionists frequently recommend these powders as a convenient, natural way to achieve a therapeutic dose of essential plants and nutrients, while also offering targeted support for adrenal health, hormones or the nervous system. Terranova, Kiki Health, Supernova and Raise & Replenish are among our top sellers.

n

Energy nutrients

While sales are not yet substantial, we’re seeing growing interest in energy and so-called longevity nutrients, particularly NMN and NADH. Some of our regular customers take NMN daily and report noticeable benefits. From my research I remain sceptical, so we always advise customers to prioritize diet and lifestyle first. We often guide them towards magnesium, ribose and B vitamins, with Viridian Nutrition High Potency Magnesium, High Five Multivitamin & Mineral, and D-Ribose Energy being our top sellers.

What’s Hot

COLLAGEN: sales keep growing

Joanne Hill Amaranth Wellbeing

Bramhall, Manchester

CANDLES:

so afterwards, there was a surge in demand for candles and room sprays. We saw record sales in this category as customers brought a touch of luxury into their homes. However, as social life returned to normal and budgets tightened, sales of these luxury items declined. We are one of a only a few independent stockists of NEOM Organics, so this category will always remain important for us, but I now reduce the shelf space between January and September, then introduce new seasonal products for darker evenings and of course Christmas.

MTrack, Target & Thrive

Find the solutions you need with The Menopause Journal & Menopause Complex. Nutritionist formulated with natural extracts including sage, which helps with comfort during menopause.

INTERVIEW

Madeleine Shaw’s

HERO INGREDIENT

A respected voice on the wellness scene, nutritionist Madeleine Shaw takes a holistic approach to health, her expertise ranging from movement to mindset – and of course meals. Here she talks Rosie Greenaway through her love of pistachios and why she’s getting this protein powerhouse into more people’s diets

Hear ‘pistachio’ and perhaps your mind jumps to shelling salted nuts with an aperitivo on holiday, or the aroma of baked goods fresh from the oven. But for Madeleine Shaw, pistachios represent a world of culinary possibilities – and having teamed up with American Pistachio Growers (APG), she’s keen to share her ideas. Shaw’s number one driver is flavour, her mantra being that food exists not just for sustenance but enjoyment too. Dig into the densely packed nutritional profile of pistachios and you’ll understand why she recommends them for fuel as well as flavour. “They’re a complete protein which is quite unusual in a plant-based food. They’re rich in antioxidants; we all need to up our antioxidants, whether that’s to reduce sun damage or stress exposure. They’ve got vitamin E, which is great for your immune system as we come into the winter months [and] is amazing for our skin when we want to get the glow. They’re a good source of healthy fats – so important for skin health, brain health and hormones. Just a handful of pistachios is going to really increase your healthy fats but not overdo your calorie target. Fat and protein are really good at keeping you satisfied.”

From sweet to savoury, the versatility of pistachios is unrivalled in the nut world, as evidenced by Shaw’s signature Pistachio & Chilli Prawn Linguine, which blends them into a zesty pesto.

Growing up with a Turkish aunt, Shaw’s childhood was an education in Middle Eastern cuisine and an introduction to a nut that would become central to her diet. A huge fan of baklava

and pistachio gelato, she also advocates for getting creative beyond baked goods. “They can fit into all meals. Adding a handful of chopped pistachios elevates your salad so much, it’s crunchy and adds this amazing texture. Popping them on top of your overnight oats in the morning is really great. You can blend them up with dates and roll them into energy balls. You can grab a handful of them as a snack. Everyone loves a pasta dish – if you’re trying to get more veggies into your life … you can blend basil [and] spinach in with pistachios to up that veggie content. They’ve got this beautiful green colour which makes them vibrant and fun.”

Considering the option of roasted or raw, Shaw says it’s merely a question of what you want in the moment: “Both are fantastic. The roasted, salted ones are so delicious. I love that ritual of cracking them open; there is something romantic about it. But they’re not as easy to cook with. I love the raw ones because they’re more versatile in the sense of cooking –a little bit softer and less salty. They’re the ones you can grind down into flour, the ones that are good for adding on top of your breakfast.”

Pistachios are a staple in Shaw’s household and through her partnership with APG she’s channelling her passion for this nutritional powerhouse to encourage more consumers to add them to their baskets. “At the end of the day the healthiest diet is the most diverse diet; diversity is key for gut health. We get in these ruts of … almonds or pumpkin seeds. Adding in something new is going to be so amazing for your body. Trying a new food every week … is a wonderful thing to do. It’s a fun challenge. I’m a big believer in crowding in rather than cutting out. If we have this abundant mindset around food, we’re in a happier place. Food is joy, something we share with people we love.”

FULL RECIPE

Positions of

Power

In an industry brimming with female founders, Rosie Greenaway hears from three experts in food, beauty and health about the unique attributes women bring to the world of business and the inequalities and prejudice they still face every day

WWhat does it look like to be a woman in business in today’s cut-throat commercial world?

It looks like the female entrepreneur staying up late to balance the books, write business plans, manage staff, strategize, adapt, monitor competition, battle gender stereotypes, avert crises and maintain a personal life without hitting burnout.

It looks like eight female scientists running R&D at ATTITUDE’s Montrealbased lab, working together without ego, staying humble and respectful to their peers, uplifting each other and creating an environment of inclusivity and support.

It looks like the female founder who consistently heard ‘No’, so she crowdfunded and did it anyway.

It looks like the woman making her voice heard in a C-suite of men.

It looks like the woman multitasking conference calls on the school run.

It looks like Dragons’ Den pitches, award wins, media appearances and smiling through private struggles.

It looks like leading with grit, determination, focus, passion, heart and self-belief.

“If you believe in women, buy from them. It’s that simple”

WOMEN IN FOOD MEX IBRAHIM

But as Mex Ibrahim reports, it also looks like female finalists on the UK’s best loved food programmes facing discrimination for highly superficial reasons. As co-founder of Women in The Food Industry (WIFI), she hears it all – from accounts of racial prejudice to tales of backlash about a female chef’s lipstick or choice of jewellery. Founded in 2019, WIFI exists to support women in the food industry – from chefs and nutritionists to food technicians and founders – offering a platform to connect, debate and learn from each other’s experiences. WIFI shines a light on the accomplishments of women in food through networking and panel events, newsletters and podcasts. With names like Irini Tzortzoglou, the 2019 MasterChef winner, among its ambassadors, WIFI has considerable clout among food professionals.

Offering training and mentorship, WIFI gives women ‘the confidence to feel they can … arrive at the top of their game in positions of power’ – but in an industry dominated by men, Ibrahim says women still aren’t getting due recognition, nor ample financial backing. “Nutrition is one of the areas where there are more women than men. Yet if you think about who is leading … you think of Joe Wicks, the late Michael Mosley.” Behind the scenes at Zoe is head of nutrition Federica Amatia, but, she adds, ‘when you say the word Zoe you think of Tim Spector’.

“If you look at the amount of investment in women-led businesses as opposed to male-led, the numbers don’t stack up. Something like 90p in the pound goes to an all-male founded business; a female founder gets about 8p; Black business will get 2p.”

WIFI’s work highlights disparities in TV – where women are rarely offered lead presenter roles ‘unless they’re Mary Berry or Nigella’ and female chefs are often portrayed as the sidekick. Globally, she adds, women represent the majority of cooks, yet men ‘professionalize’ it. “Does a woman need to be more like a man in order to succeed in this world? We’ve got to stop having imposter syndrome, take credit and be proud.”

WOMEN IN BEAUTY FIONA KLONARIDES

Buy Women Built said it best: “If you believe in women, buy from them. It’s that simple.” And with the natural products industry bursting with fempreneurs, the options are endless for consumers wanting to support the #SheBuiltThis movement.

The Beauty Shortlist is a prime example: female-founded brands dominate with a 90-95% share of entries – plenty of which are graduates of Lorraine Dallmeier’s esteemed beauty school, Formula Botanica.

Founder Fiona Klonarides says since she began the awards in 2012, women have ‘consistently walked their talk’. She attributes their success to commitment and a ‘heart-led’ approach to business.

“They put everything into the brand ... They really care, they tend to be meticulous about formulas, they understand the strong emotional affinity we as women have with beauty products, they’re creative, they’re transparent, they’re very aware there’s no Planet B, they’re highly connected to nature – and they’re so aware of the value of the gift of making another person feel wonderful, boosting their mood/confidence through an intelligently formulated hero product.

“The vast majority of female founders are refreshingly ‘plastic-free’ – that’s to say there’s no BS, no ‘get rich quick’ mentality. Of course they want their businesses to thrive, but they’re committed to making beautiful products worth investing in for the long term. And here’s where the emotional attachment comes in: that feeling of getting down to the last drop of a brilliant serum you’ve fallen in love with, or the disappointment when your shade of lipstick is sold out!”

WOMEN IN HEALTH

HEATHER JACKSON

Mention ‘women-led business’ to Heather Jackson, CEO and co-founder of menopause collective GenM, and she’ll tell you: “It’s the future.” Counting The Body Shop founder Anita Roddick among her business heroes, she views entrepreneurship as ‘thinking differently, being a role model, seeing opportunities that others don’t readily see and finding ways to make them happen’. Jackson applied her philosophy to transforming the neglected menopause market, designing a model which ignited and united brands and retailers to better understand and serve the needs of a hugely overlooked community of women. Creating the now widely recognized MTick symbol, GenM has worked hard to ‘remove fear’ from menopause and empower women. “Brands and businesses on their own can take steps towards making change, but collaboratively we can make societal change for the better. It is so vital that we come together [to] be the backers of choice, trust and visibility for all women experiencing the menopause.

“We need to uplift women more; just because we’re females, doesn’t mean we can’t create a good business. As female founders we’re just as investable. We have a way to go yet, as even in the world of women’s health, men are still running it.”

Buyers Club Bio

Archie Swift Archie Browns, Cornwall ‘

GET TO KNOW OUR READERSHIP

Buyer name: Archie Swift

Store: Archie Browns, Cornwall

Locations: Penzance and Truro

Stores: 2

Years retailing: 24

Why did you get into the natural health industry? My mother Helen was passionate about local, vegetarian wholefoods, which I came to share a huge appreciation for. She started Archie Browns in 1991 from a small vegetarian café and developed it to what it is now. I feel very lucky to be a part of the local community it has firmly nestled into.

Most effective POS? Customers love to hear genuine recommendations from interaction on the shop floor and as such we try to only stock products we are all really passionate about, then it is second nature to big up the brands.

Most effective promotion? Yogi Teas organic tea towels are always a winner

here! We don’t run many promos in store as we find them difficult to manage with our limited team, but any branded gifts that can be used to boost sales work a treat.

What’s your favourite product and why? Anything local – we absolutely love our local suppliers and all the values they share with us in the community. From ferments to flapjacks, these are the products we feel closest to and their unique offerings we are proud to offer.

How do you find new products? We get a lot of new products through customer requests. We work with various wholesalers so we always try to order in something even if we don’t currently stock it – if we know customers are after it we will then tend to put it on our shelves.

Which issues are front of mind when sourcing products? We try to keep our focus on ethics; our customers trust us to stock products that are healthy for themselves and the planet. It’s hard to get it right all of the time as brands are everchanging, but tools like Ethical Consumer are really handy to stay on top of it.

“We’ve seen a huge uptake in functional mushroom supplements this year. The whole wellness market seems to be investing heavily into these amazing adaptogens”

Top tips for ordering? Combining staff knowledge, sales analysis and stock control is really important. Each point is great individually, but backing up with the others means you can be sure you are ordering effectively.

What are your customers looking for in 2024? We have seen a huge uptake in functional mushroom supplements this year. The whole wellness market seems to be investing heavily into these amazing adaptogens that have been around for millennia.

Recipe

CRISPY FRIED

cauliflower WITH HOLY BASIL SALSA VERDE

Another Mamapen x IBIS Rice collaboration, this flavoursome vegan recipe was created by head chef Kaneda Pen to sit atop the brand’s organic fluffy Semi-Milled Long Grain Jasmine Rice. “With this dish you’ll get vibrant yet earthy notes from the kroueng marinade,” explains the chef. “The coating is generously spiced and will stay crispy even when cooled, while the holy basil salsa verde provides a wonderfully zingy contrast to the spice.”

METHOD

1 Blanch the cauliflower florets in seasoned boiling water for 30 seconds, then plunge into iced water to stop the cooking process. Combine the ingredients for the marinade in a bowl, then add the cooled cauliflower florets and mix. Allow to sit for ten minutes.

2 Meanwhile, make the salsa verde by placing all the ingredients in a blender and blitzing on full power for one minute.

3 Dredge the marinated cauliflower in the spiced flour mix. Return to the marinade and dredge for a second time for an extra level of crispy coating.

4 Heat the oil to 170ºC in a fryer or deep pan and fry the coated florets for three minutes. Season with salt immediately after frying.

5 Ser ve on a bed of IBIS Rice SemiMilled Long Grain Jasmine Rice and drizzle the salsa verde over the top.

TO FINISH: Garnish with light soya sauce and freshly chopped coriander.

Ingredients

1 medium sized cauliflower (broken down into florets)

For the marinade:

2tbsp kroueng

3tbsp sweet soya sauce

100ml vegetable oil

Pinch of salt

For the spiced flour:

150g plain flour

50g rice flour

5g salt

7g paprika

3g black pepper

3g white pepper

1g turmeric

1g cayenne pepper

For the salsa verde:

1 tin (794g) tomatillos

1 medium onion

20g peeled garlic

20g peeled ginger

50g fresh coriander

50g holy basil

20g fresh mint

50ml lime juice

Pinch of sea salt

Certification Nation

The natural products industry may be united in its mission to care for people and planet, but with a plethora of environmental and ethical certifications crowding the market, how do brands choose between the likes of B Corp and organic – and what matters more to consumers?

Matt Chittock investigates

TTo B Corp or not to B Corp?

That’s the question facing many natural brands looking to stand out in the thick forest of on-shelf certification. And many seem to be choosing the former. Right now there are over 2,000 certified B Corporations (B Corps) in the UK – a figure reported to have doubled in the last 18 months.

According to a B Lab UK spokesperson, the B Corp movement is ‘transforming the global economy to benefit all people, communities and the planet’. The rapid rise in certified B Corps, they say, ‘highlights the strong appetite for business to be used as a force for good’, while the stringent process of certification itself ‘can be transformational for any business that wants to act in a more impactful way’.

Soil Association launched its first standards back in 1973 and the category as a whole seems to be passing the test of time; according to the 2024 Organic Market Report, the total organic market grew 2% in 2023, ending the year worth £3.2 billion – almost double its value in 2011.

Sea of competition

Both B Corps and organic brands have to take their place in a sea of competing ethical schemes – from Fairtrade to Red Tractor. And Adrian Carne, chair of UK ORGANIC, believes this could be causing a certain amount of ‘certification fatigue’.

“This has become a very competitive sector,” he says. “In organic we have so many different organizations and so many different messages. When customers go into Whole Foods to buy their chocolate

“In organic we have so many different organizations and so many different messages”

Look at the list and you’ll see plenty of natural names signposted, including Cheeky Panda, Mr Organic and Cafédirect. So what exactly are they signing up to?

B Corps are international organizations certified to meet what founding body B Lab calls ‘the highest standards of verified social and environmental performance, public transparency and legal accountability’. B Labs is a relative newcomer to the certification market, founded in 2006 in the US. It aims to give companies a financial and ethical edge, citing research from the ONS that certified businesses grow 28 times faster than the UK’s 0.5% national economic growth.

It’s an impressive upward trajectory. But will it make a lasting mark on the UK’s natural products category? For clues, it’s worth comparing what the organic movement has managed to achieve. The

they’re bombarded by different symbols and claims. So how do they decide what to buy?”

Carne affirms that the organic movement has real history and heritage to draw on in the UK. The modern organic market is diverse; it encompasses both smaller grassroots players looking to sell to farm shops, and more commercial operations with ambitions to scale up what they do. Whatever the size, they have lots to talk about, from eco benefits to good news about health.

The challenge for UK ORGANIC is to develop and communicate a unified ‘anchor message’ to achieve its aim of being the sector’s marketing board.

Doubling down

Naturally, in 2024 certification doesn’t come in silos. Some companies, like long-

standing ethical breakfast brand Rude Health, go for both.

“It’s important to note that organic is a product certification, whereas B Corp is a company certification,” says Sam Maguire, head of marketing at the brand. “So, it’s not a case of either/or – but both being important for Rude Health.”

Maguire says the team values the ‘rigorous certification’ required to be classified as organic and believes this means the company’s suppliers are ‘held to the highest standards, and this in turn results in a positive impact on the environment’. “However, there is work to do to help people understand better what organic means, as there tends to be confusion,” he adds.

As far as B Corp certification goes, Maguire explains that the way Rude

Health operates has been ‘well aligned’ to the B Lab principles of balancing people, planet and profit.

“It was less a case of pursuing a B Corp certification and more a case of getting certified for the work that we were already doing,” he says. “For us, this is the way all businesses should work in order to create a sustainable future for our population, our economy and our planet.”

Maguire feels there is still a way to go before B Corp hits ‘mass awareness’, but adds: “There’s increasing awareness that this is a marker of businesses who have a positive impact. As more businesses become certified, the awareness of what being a B Corp means will continue to grow. For us, it is first and foremost about doing the right thing. It will never be the thing we shout loudest about, but it’s a status we’re very proud of.”

‘I think organic speaks for itself’

Winning over brands is one thing. But what do retailers and their customers think of these certifications?

Debbie Gregory – who owns and runs Elixir Health & Wellbeing in Wadebridge, Cornwall, with husband Neil – believes that organic’s established status is an important factor in its success.

“I think that organic speaks for itself,” she comments. “We have customers who go out of their way to buy it – they absolutely know exactly what it’s all about.

“I haven’t really heard customers talk about B Corp certification in the same way. Our staff definitely know about it and it’s something we take into account when we’re looking at new brands for the shop. But I think there’s still a bit of work to be done. The criteria they use might need tightening. There are some brands who are B Corps and you think – well does the way they treat their employees really fit in with B Corp values?”

Eye-catching SRPs for ultimate convenience to further drive impulse purchases. Perfect for the 52% of Brits* who enjoy breakfast biscuits on the go.

Source: *Mintel

Only £1.59 per bar (RRP)

Canadian natural care brand ATTITUDE is on a mission to raise the established standards of home and beauty care products by being the forerunner of change towards better consumption through clean ingredients and revolutionary packaging. With eco-innovative and plastic-free packaging, sustainable certifications and

Clean products, less plastic and more trees Key USPs:

an established range that does not compromise on performance, ATTITUDE is seen by consumers as one of the leading clean and sustainable brands in this area. This has been recognized through multiple awards and features in leading press titles, while its products regularly score extremely highly on the Yuka App.

Oral care by nature

British trailblazer Georganics has been on a mission to transform toothpaste and toothbrushes from plastic rubbish into planet-friendly solutions since 2016.

Fast-forward to 2024 and its unrivalled range of plasticfree oral care offers every product a consumer could require for their oral care routine – from toothpaste to floss, with brushes, mouthwash and chewing gums in between.

All products are crafted in the South of England exclusively in small batches from natural and organic ingredients. The company is also committed to plastic-free and zero-waste packaging wherever possible, and even runs an innovative recycling scheme for its products. With a new ‘Kids’ range launching this autumn, Georganics is quickly becoming the oral care brand of choice.

Plastic-Free Cause Driven

Organic and wildlife-friendly jasmine rice products

Rooted in conservation. Hand-grown with a mission. IBIS Rice is proving that food production doesn’t have to cost the Earth.

IBIS works exclusively with communities in Cambodia’s wildlife sanctuaries to safeguard uniquely diverse ecosystems from destruction, with a number of endangered species being saved from extinction, including the giant ibis, Cambodia’s national bird.

The company runs a unique supply chain model which empowers Cambodian farmers to preserve vulnerable forests through guaranteed premiums for their organic Phka Rumdoul jasmine rice – voted the best rice in the world five times at the World Rice Forum. This unique model also allows IBIS to provide consumers with organic products at a similar price to other branded conventional rice.

This work has been supported by Chris Packham, who is a brand ambassador in the UK and a champion of the project as well as the incredible products themselves.

What started as a mission to create delicious snacks free of common allergens became a pursuit of so much more, culminating in a delicious range of freefrom granola bars, soft oat morning bars and cookies all containing one serving of vegetables from extracts.

The company does things the right way, with all products made in a dedicated nut-free facility with a base of pure, uncontaminated, organic, certified gluten-free oats central to its products. Madegood is a certified

B Corp, upholding a triple bottom line promise and has established healthy grower relationships, a zero-waste commitment and 100% sustainable packaging action plan — all of which have manifested in many certifications providing muchneeded authenticity every step of the way.

Available via: CLF Distribution, Dundeis, Suma

It doesn’t stop there; as an established North American brand, NPD is always in the pipeline, with a new Cinnamon Bun Mornings Bar SKU now available, alongside single serves.

Organic ingredients, a traditional artisanal working method, long resting and rising times, an enthusiastic team of expert bakers in a modern setting, and above all an enormous passion and love for the job. This is what sets Pur Pain apart, and has done since 1911.

Not only that, the carbonneutral bakery has been using its own sourdough culture for over 40 years, leading to a naturally fermented product that is

rich in flavour and with lower gluten levels than standard.

New to the UK in 2024, all SKUs come par-baked in MAP packaging. This provides a shelf-life on production of between 30 and 50 days and an oven bake time of less than ten minutes at home.

Such convenience allows artisan, organic bread to be enjoyed by all – accessible for consumers and retailers alike. Brand new SKUs are available as of Q4 2024.

The vegan game changer without compromise

iChoc is an all-vegan chocolate brand for people who want to snack on plant-based, honest and conscious chocolate and still love the taste of classic dairy chocolate.

Fairtrade, incredibly sustainable (cocoa now 100% traceable from farmer to bar) and consistently plastic-free, the team at iChoc has worked hard to develop unique recipes using specific organic ingredients such as tiger nut flour, buckwheat flour and almond oil for the ultimate mouth feel.

These special recipes, combined with a traditional conching method, mean there’s no need for emulsifiers, and definitely no palm oil. In fact, only a few varieties use vegetable milk substitutes, providing the highest quality at a fair price.

The result has to be tasted to be believed – this is definitely not a ‘substitute product for vegans’! So regardless of whether you already live a plant-based lifestyle or not, iChoc is the

Organic dried fruit snack packs for healthier on-the-go snacking

Sunny Fruit’s mission is to support active lifestyles with its healthy products produced organically and naturally sun-dried.

The Sunny Fruit difference begins at source in Izmir, Turkey. Here, the perfect blend of fertile soils and unique climate creates the most delicious dried fruits on Earth. With nothing

artificial added, you’ll taste the difference.

With a wide range of products available in a growing category and at a competitive RRP, Sunny Fruit has now launched a multipack format to support its impulse range, providing consumers with both an on-the-go and ideal lunchbox option at different points in the store.

Available via: CLF Distribution, Dundeis

Vivani is an experienced pioneer of organic chocolate, made by fourth generation chocolate-makers in the heartlands of Germany.

As both a company and a brand, Vivani is committed to providing a premium organic experience that celebrates not only the art of chocolate, but those who create it.

It does this through being socially and environmentally responsible, price accessible and delivering a wide breadth of innovative flavours that excite and satisfy all chocolatelovers. Each product and recipe is carefully crafted and adorned

NEW IMPULSE BARS OUT

with an individual piece of artwork that is commissioned for, and befitting of, the product in question.

In 2024 this commitment was acknowledged when Vivani won the 16th German Sustainability Award, which recognized its work in Direct Trade and other areas of sustainable practice.

It’s that simple. Trafo crafts purely organic crisps of the highest quality, and has been doing so for more than 30 years.

From the care with which the company selects its organic potatoes to the passion and skill with which it forms them, this is a company that really cares about the taste of its end product.

These exquisite crisps are nurtured all the way from Dutch soil, and with over 30 SKUs across a number of ranges, including Handcooked, Crinkle Cut, Vegetable, Lentil and PlasticFree, alongside Popcorn, Tortilla Chips and Salsa, there really is an organic snack for everyone and to suit all taste buds in the Trafo range.

Superfoods, rediscovered

The mission at Organic Traditions is to educate and inspire consumers to live their most vibrant life by harnessing the power of traditional nutrient-dense foods from regions all over the world.

After all, it’s not a trend – it’s tradition, with the company’s nutrient-dense products sourced from

Ayurveda, Jamu, Unami, Asian, African, South American and Western traditions.

While many may just be discovering the benefits that these foods have to offer, ancient cultural traditions have prized the healing wisdom of these foods for centuries, and their appeal to consumers in the UK continues to grow.

The home of authentic Asian flavours

Delicious, organic cooking ingredients designed to help create authentic world food recipes at home, any time

As far as Yakso’s founders were concerned way back in 1993, these products were missing from their local stores, so they set out to design and create them from scratch. Since then, the range has continued to blossom and develop into a selection spanning multiple cuisines,

countries and even continents. From noodles and nasi goreng to tamari, tempeh and tofu, Yakso has it covered.

The word ‘yakso’ is of Japanese origin and means to ‘cleanse your body with food’. This fits with the company’s products and ethos perfectly, with all items made from only organic ingredients in a solar-powered factory in the Netherlands. A real treat for the senses!

Organic, deep-frozen products made for the modern consumer

Upgrade your freezer space with bio inside, offering a vast range of high-quality and convenient organic products at competitive prices.

Choose from a wide selection of organic fruit, vegetables, chopped herbs and convenience products, providing a one-stop shop for all your frozen needs.

Coming directly from the field, bio inside products

are carefully selected from controlled organic farms before being gently deepfrozen immediately after harvest, preserving vital vitamins and minerals.

The handy packaging sizes and convenient formats make these frozen products ideal for the modern consumer.

New pizza SKUs will be introduced in Q4 2024, adding to the assortment.

Fermented vegetables with active cultures, free from additives

German fermenter

Completeorganics believes healthy, functional and sustainable nutrition should not be at odds with taste and convenience.

So, in 2017 it started fermenting organic vegetables using traditional methods in its own Munich factory, creating delicious, plantbased health-boosters full of microbiotic life.

Completeorganics offers eye-catching and premium natural products full of living

cultures, setting a conscious counterbalance to regular, highly processed foods. And with a conveniently sized, plastic-free jar format, these products make it easy to be good to your wallet, body and the environment.

The brand’s range of nine tasty products provides a ferment for every occasion, with a remarkably high repeat purchase rate both on shelf and via wholesale, setting the brand apart from the competition.

A unique range of organic, innovative and plant-based dairy alternatives

Ecomil has always been famed for its almond drinks, with the brand originally launched back in 1991 motivated by the idea of improving the almond milk recipe, a traditional drink in Spain.

Fast-forward to 2024 and Ecomil is so much more than simply almonds, although these products – made in Spain using products harvested from dryland farming – remain at its

core, as do the environmental principles that underpin their cultivation.

Now the brand boasts an unrivalled range of plant-based milks – from cashew to hemp, sugar-free to barista. And like in 1991, Ecomil remains driven by innovation, with a cleanlabel range of versatile cooking creams (Cuisine) proving increasingly popular alongside the first low-carb, keto-friendly and award-winning plantbased drink range.

Demeter/biodynamic and organic frozen fruit, vegetables and convenience products

Natural Cool offers discerning consumers a comprehensive range of Demeter-certified and organic frozen products.

A real alternative for all those who value superior organic and/or biodynamic quality, with products ranging from chips and wedges to blueberries and peas.

For more than 25 years the company has been building close relationships with its farmers to achieve

true sustainability; accompanying and assisting them from harvesting to sales. With its biodynamic and ecological farming methods fostering a pronounced sensitivity to nature and the environment, Natural Cool and its farmers meet the highest standards of sustainability and quality. With a number of prices dropped for 2024, quality doesn’t always need to come with a large price tag.

Key USPs:

NEW PRODUCT SHOWCASE

Nature+ WaterSoluble Dishwasher Tablets, 70

Specially designed for highefficiency cleaning, ATTITUDE’s fragrance-free Nature+ Technology Dishwasher Tablets eliminate the toughest stains and leave dishes sparkling clean and without streaks or residue.

The packaging is made from 100% recyclable cardboard, with the tablets covered in a water-soluble protective film that dissolves completely during washing.

Product Highlights:

- High performance

- Recycled packaging

- Vegan

- EWG Verified™

- Fragrance-free

RRP: £14.99

GEORGANICS Kids’ Fluoride Toothpaste Strawberry, 60ml

Georganics 100% natural, Fluoride Toothpaste Strawberry is designed specifically for little ones! The non-foaming formula features a delicious natural strawberry flavour and vibrant natural colouring, making brushing fun and enjoyable for children.

Crafted with care, this toothpaste promotes strong, healthy teeth and optimal oral hygiene, alongside a great taste.

Product Highlights:

- UK-made

- All-natural ingredients

- Zero-waste packaging

- Certified COSMOS Organic

- Cruelty-free, vegan

RRP: £6.89

IBIS RICE Organic Wholegrain Rice Cakes, 130g

No salt, sugar or preservatives; just one single ingredient: pure brown rice. IBIS Wholegrain Rice Cakes are light and crunchy, made from a long-grain brown jasmine variety known locally as Phka Rumdoul – voted best rice in the world. Enjoy their mildly nutty flavour with your favourite toppings or on their own.

Also available in Kep Sea Salt and Kep Sea Salt & Kampot Pepper

Product Highlights:

- 100% organic

- Gluten-free

- No additives or preservatives

- Wildlife-friendly

- Fairly traded

RRP: £1.89

Feels familiar? Fans of iChoc’s Super Nut will be pleased to hear this is the same SKU with a new look, providing consumers with complete traceability across the cocoa supply chain.

All proper chocolate has a good nut variant, and this vegan version is packed with deliciously roasted hazelnut halves and impresses with buckwheat flour and precious almond oil for ultimate mouthfeel.

Product Highlights:

- 100% organic

- Vegan ingredients

- Fairtrade and traceable cocoa

- Eco-friendly

- Plastic-free packaging

RRP: £3.29

NEW PRODUCT SHOWCASE

MADEGOOD

Mornings Cinnamon Bun Soft Baked Oat Bars, 5x30g

PUR PAIN

Par-baked Organic Daisy Bread to Share, 210g

They say breakfast is the most important meal of the day, and MadeGood Mornings Cinnamon Bun soft baked oat bars make it the most delicious.

With savoury cinnamon and a soft and chewy texture in an easy-to-grab-and-go style, the bars are baked with gluten-free oats and organic ingredients, and are free from the nine most common allergens.

Topped with a decadent vegan white chocolate drizzle, they’re available for less than £1 per bar.

Also available in Blueberry and Choc Chip

Product Highlights:

- 100% organic

- Vegan, kosher

- Multipack format

- Free from 9 common allergens

- Triple A Standard B Corp

RRP: £4.99

ORGANIC TRADITIONS

Limited Edition Pumpkin Spice Latte, 150g

Artisanally crafted in Belgium’s only carbon-neutral bakery, this organic sharing bread comes lovingly presented in the shape of a daisy. It’s made from soft white pistolet dough with various toppings on each segment, including sesame, pumpkin and sunflower seeds, making it perfect for any occasion and varied tastes.

The MAP packaging also provides ultimate convenience for both retailer and consumer, with a shelf life on production of 50 days, while their par-baked nature means the rolls can be enjoyed fresh from the oven in just four minutes.

Product Highlights:

- 100% organic

- High quality

- Free from additives

- Long-life MAP packaging

- Carbon-neutral bakery

RRP: £4.99

Kick off the holiday season with Organic Traditions’ new and improved Limited Edition Pumpkin Spice Latte — made with real organic pumpkin. Enjoy the rich, festive flavours of organic pumpkin, cinnamon, nutmeg, ginger, clove and cardamom without guilt. This improved recipe is made with 100% real pumpkin. With no syrups or artificial sweeteners, and only 2g of sugar per cup, it is also an excellent source of vitamin A.

A real festive treat!

Product Highlights:

- 100% organic

- Kosher, dairy- & gluten-free

- Excellent source of vitamin A

- Seasonal appeal

- Limited edition

RRP: £13.99

Available via: CLF Distribution, The Natural Dispensary

Organic Dried Mulberries Lunchbox Multipack, 5x20g

Sweet and delicate, all-natural

Sunny Fruit Organic Dried Mulberries are an ideal snack for those who would like to maintain a healthy diet.

Carefully sun-dried for perfect sweetness, these mulberries are an excellent source of dietary fibre, antioxidants, potassium, iron and magnesium, all of which help to maintain a balanced and healthy body.

The new five-serve multipacks – launched to complement the single-serves already popular in the UK market –provide convenience in the form of a healthy on-the-go option to satisfy any sweet tooth.

Product Highlights:

- 100% organic

- All-natural ingredients

- Wide range of SKUs

- Convenient multipack format

- Single-serve SKUs available

RRP: £5.99

TRAFO

Organic Crisps Fried in Extra Virgin Olive Oil, 100g

Trafo’s Extra Virgin Olive Oil

Fried Organic Potato Chips are a delicious and healthier alternative to traditional potato chips which are fried in highly processed oils.

The extra virgin olive oil necessitates a unique production process, with a maximum frying temperature of 165°C, being lower than most other crisps. This leads to a longer and slower cooking, which gives the crisps more bite.

Not only that, they taste fantastic, with the unique flavour from the oil being enhanced with a dash of sea salt.

A connoisseur’s choice!

Product Highlights:

- 100% organic

- Vegan

- Clean-label

- Unique flavour profile

- Gluten-free

RRP: £4.99

NEW PRODUCT SHOWCASE

VIVANI

Vivani Crème Brûlée Organic Impulse Chocolate Bar, 40g

Vivani’s new Crème Brûlée impulse chocolate bar is a real treat for the senses.

The fine whole milk chocolate bar filled with delicate milk cream and crunchy caramel provides all the familiar notes that are associated with the original Crème Brûlée.

And now, this dessert classic is finally available in a bar format, with eye-catching branding to make it stand out on shelf.

The new SKU is a welcome and playful addition to the much-loved range from this heritage brand.

Product Highlights:

- 100% organic

- Rainforest Alliance cocoa

- Clean-label

- Single-origin

- Established, highquality brand

RRP: £1.79

YAKSO Organic Vegan Oyster Sauce, 250ml

Yakso is back with new and improved recipes for its range of Asian-inspired cooking sauces.

This Vegan Oyster Sauce is a direct vegan replacement for the original. As a sweet Asian sauce, it is widely used as a marinade, wok sauce and table sauce, and is perfect for creating vegan versions of classic dishes.

Yakso’s Vegan Oyster Sauce is made from tamari, agave syrup, cornstarch and kombu, providing all the classic umami profile you would expect from an oyster sauce.

A real staple for any fan of Asian cookery.

Product Highlights:

- 100% organic

- Vegan

- No artificial additives or preservatives

- Satisfying flavour profile

- Dairy- & gluten-free

RRP: £3.69

SUNNY FRUIT

NEW PRODUCT SHOWCASE

BIO INSIDE

BBQ Jack Organic Vegan Pizza, 410g

This bio inside BBQ Jack SKU – part of an initial range of organic, wood-fired stonebaked pizzas – is authentically handmade in Italy and frozen for convenience.

What separates bio inside pizzas from others is the light base which is created by allowing the dough to rise for 24 hours before being traditionally baked in a woodfired stone oven.

The dough is then topped with jackfruit pieces, barbecue sauce, red onions, sweetcorn and grilled peppers to create a product that cooks quickly to provide a delightful eating experience for all.

Product Highlights:

- 100% organic

- Vegan

- All-natural ingredients

- Handmade in Italy

- Other SKUs available

RRP: £6.99

COMPLETEORGANICS

Organic Fermented Goji Beetroot, 210g

Beetroot for everyone. With goji berries and a hint of horseradish, this is one of the Completeorganics classics and a really unique ferment.

Like every Completeorganics product, this Goji Beetroot SKU is made from 100% organic vegetables, all sourced as close to the brand’s Munich factory as possible. It is traditionally fermented, free of additives and unpasteurized, so is bursting with active cultures.

With its sweet and salty flavour profile, it is remarkably versatile; it tastes great on its own, as a topping, in sandwiches or as an ingredient in all kinds of salads.

Product Highlights:

- Organic

- Naturally fermented

- Live and unpasteurized

- Free from additives or added sugar

- Plastic-free packaging

RRP: £6.99

ECOMIL CUISINE Almond Cuisine Plant-Based Cream Alternative, 200ml

Ecomil Almond Cuisine is a high-quality plant-based cream alternative that is perfect for everyday cooking.

This unique product is remarkably versatile; there’s no curdling when it’s heated, and the product remains stable when adding acidic ingredients like lemon juice and wine, meaning it can be used in all manner of dishes.

To top it off, Ecomil Almond Cuisine is sugar-free and has a remarkably clean label – something increasingly important to conscious consumers and uncommon in the plant-based market. Also available in Cashew Product Highlights:

- Vegan

- 100% organic

- Non-GMO

- Sugar-free

- Clean-label

RRP: £1.79

NATURAL COOL Frozen Organic Pineapple Pieces, 300g

Natural Cool has been a staple in independent health store freezers for a number of years, with the brand trusted for its high-quality organic and biodynamic products and unwavering commitment to the independent trade.

Natural Cool’s latest offering provides a little bit of tropical magic to the freezer space in the form of natural and organic frozen Pineapple pieces. These juicy, delicious chunks are incredibly versatile and can be added to smoothies and milkshakes, as well as used as an ingredient in fruit salads and in cakes.

Product Highlights:

- 100% organic

- Hand-picked

- No additives or preservatives

- Convenient format

- Shock-frozen to preserve important nutrients

RRP: £5.29

HAVE YOUR SAY

In our ongoing Have Your Say series we’re canvassing our readership to hear your views on some of the major issues shaping the natural and organic industry

To offer your thoughts on this month’s topics, simply scan the QR codes and answer the questions posed. Are trade shows still relevant? Does organic need a rebrand?

Results from The Summer Edit

Organic vs B Corp

The results show that an overwhelming majority of indie retailers feel organic is more important to their customers,

with one South West buyer saying he has never had a customer specifically request B Corp products, while they regularly ask for organic.

Is CBD dead?

The poll showed a completely even split of responses, with no clear consensus on the health of the CBD market or its future.

Rosie Greenaway Editor

With over a decade in publishing, Rosie is an experienced editor, presenter and awards judge with a special interest in organic food, green beauty and sustainable living.

Tom Smart Publisher

Experienced in comms and strategy, Tom oversees publishing. A former teacher, he uses his passion for education to spread the organic message and connect buyers with cutting-edge natural products.

Meet the team

BEHIND NATURAL BRANDS MAGAZINE

Dom Roberjot Partnerships manager

Bringing 25 years of publishing and event experience to the team, Dom has spent two decades helping healthy, sustainable brands promote themselves to the industry and reach the shelves of leading retailers.

Jane Wolfe

Sub-editor and feature writer

Jane has over 25 years’ experience in trade publishing, most recently focusing on natural and organic food and drink, skincare, sustainability and the environment.

Martin Hiscox Commercial director

Formerly a retail buyer in F&B, Martin now heads up Natural Brands’ commercial arm, helping natural and organic brands maximize their industry reach and achieve their UK growth goals.

Natalie Campbell Buyers’ Club manager

Coming from a ten-year career in retail, Natalie manages the Buyers’ Club and Sample Box scheme, introducing health stores buyers to the latest new products each quarter.

Natural Brands Magazine exists to support independent retail by publishing news, insights, interviews, features and product launches within the natural and organic industry.

Views expressed by contributors are their own and do not necessarily reflect the views of our publisher or editor.

Contributors operate independently of advertising; content is published solely on its editorial value.

Contacts

EDITORIAL

Editor: Rosie Greenaway editor@naturalbrands.co.uk

Sub-editor: Jane Wolfe jane@naturalbrands.co.uk

ADVERTISING

Interested in discussing advertising opportunities?

Partnerships manager: Dom Roberjot dom@naturalbrands.co.uk

Publisher: Tom Smart tom@naturalbrands.co.uk

DESIGN

Designer: Stuart Moody h3opublishing@gmail.com

PRINTED BY Cambrian Printers, Aberystwyth

PUBLISHED BY Natural Brands UK 20-22 Wenlock Road London N1 7GU

© Natural Brands UK 2024 ISSN 3033-4012

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