Our mission is to increase the presence and accessibility of natural and organic products to encourage healthier and more vibrant living.

Our journey

For 20 years, we have been on a mission to increase the presence and accessibility of Natural and better-for-you products that help people live their healthiest and best lives and drive sustainable production practices in North America.

From our founding in 1997 to now, our data and industry definitions have become the common language of the Natural Products Industry, helping brands communicate their growth to retailers to scale their distribution and helping retailers understand and maintain their points of difference. As the Natural Products Industry has emerged as a driving force of retail in the US, we have been thrilled to be part of a movement… watching the Natural Products Industry double in size again…and again to a $137B market.

Our core values

We are committed to building a team that maximizes individual passion, well-being and strengths.

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We communicate with clarity, honesty and respect in all situations and embrace opportunities to provide solution-oriented feedback.


We are committed to overcoming all obstacles to achieve results. We adapt to change, seek opportunities to learn and rapidly translate that learning into action.


We go above and beyond to help our partners achieve their goals. We challenge assumptions and are comfortable forging new paths.


We leave our egos at the door, believing that working together we will produce an outcome that’s greater than each individual contribution.

Our partners

We are proud to call these industry leaders our partners.

Driving change in our community

We care deeply about being a good corporate citizen – locally and internationally