In his debut column for Natural Products Insider, William Hood & Company’s Greg Horn reflects on his career, answers “what makes the business of nutrition so exciting,” and highlights trends at the recently held Natural Products Expo East.
The diversity, availability and sales of plant-based foods continue to grow, despite the high-profile struggles of meat alternatives, and as they do, the Plant Based Foods Association is preparing to lead stakeholders into the next phase of the industry’s evolution with a cohesive, multi-prong consumer marketing campaign.
Aura Bora co-founder and CEO Paul Voge spoke about how the botanical-centric sparkling water brand has cultivated a loyal community by focusing on flavor, why he believes that “the best marketing is sales and vice versa,” the reason Aura Bora discontinued its viral “Secret Menu,” how DTC success translates to brick-and-mortar sales and why his personal phone number is on every can.
Sugar has emerged as public enemy No. 1 among consumers and FDA is looking for sugar reduction strategies at the behest of the White House – and yet, most Americans still want moments of indulgence with many people justifying them as much-needed support for their mental wellness.