The Natural Food Net Magazine

by NFN Editor

View the July/August Issue.

The production and marketing of natural and organic products has outgrown its origins as a niche lifestyle industry. The bounty of natural products now available at conventional grocers last year surpassed sales at specialist retail outlets and open-air markets supplying produce and a narrow range of processed foods since the 1960s.

Consumer demand due to increased health awareness, affluence and environmental concerns is propelling the transition. The far-sighted all-natural consumers that sustained the industry remained at 1.9% of the population for the past 30 years. Today that number is growing. Research by the Food Marketing Institute shows 66% of the public believe natural and organic products are safer, beneficial and desirable for their taste and quality.

Natural and organic products reached $62 billion in sales in 2007 and remain the industry's fastest-growth, high-yield segment. These products are sold by more than 78 percent of conventional grocers. Mass market sales of organics today exceed the natural-specialty channel. Sale of certified organic foods, which totaled $3.57 billion in 1997 are expected to reach $30 billion this year. The USDA reports 2.3 million acres of U.S. cropland is now certified for organic production.

Our editorial mission is to provide a clear, compelling business case for selecting natural and organic products.

Our strategy is simple. Natural Food Network transfers valuable knowledge to those who have the greatest impact on buying choices.The magazine, website and newsletters provide the food retail and distribution industry with a complete information source on new products and market trends and opportunities. Our content educates conventional retailers and provides a continuing foundation for the evolving specialist businesses.

Business is about business, and that means suppliers must effectively market through the entire supply chain of the industry to reach the buyers and keep them informed. Natural Food Network Magazine is designed to enable and promote the whole business network. Coverage focuses as much on the middle as the retail and supply ends of the market. This makes it effective in communicating information to everyone from the category manager at a large conventional retail chain to the owner of a small specialty store.

What differentiates Natural Food Network Magazine and makes it more effective is our commitment to speeding the transition and our network. Learn more about the community building tools used on our website.

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