Harvest Communications
Mar 18, 2025
Exclusive Insights from The Harvest Podcast
Natural Products #ExpoWest, the industry's premier gathering, recently concluded in Anaheim, California, showcasing the future of consumer packaged goods (CPG) and FoodTech innovation.
With over 3,000 exhibitors and 85,000 attendees, this year's event highlighted the accelerating shift toward sustainable, transparent, and functional products.
Dominant Trends Reshaping the Industry
Regenerative agriculture emerged as the central theme, building on momentum from influential documentaries like "Kiss The Ground" and the upcoming "Common Ground", releasing on Amazon this Earth Day (April 22).
These films have catalyzed consumer awareness around soil health and carbon sequestration, driving brands to adopt regenerative practices throughout their supply chains.
Functional beverages dominated floor space, with adaptogens, nootropics, and novel prebiotics appearing in innovative formulations designed to address specific health concerns from cognitive function to gut health. The ready-to-drink category saw particular growth, with sales projected to reach $20 billion by 2027.
Upcycled ingredients continued gaining traction, with brands transforming would-be food waste into premium products. This segment has grown 160% since 2022, representing a significant opportunity for both sustainability impact and investor returns.
Watch Interview with Executive Producer of 'Kiss The Ground', Finian Makepeace
Investment Landscape and Market Capitalization
The natural products sector continues to outperform conventional CPG, with publicly traded natural brands experiencing average valuation multiples 2.5x higher than their conventional counterparts. Merger and acquisition activity reached $12.8 billion in 2024, with strategic investors paying premium prices for brands with strong ESG credentials and authentic positioning.
Early-stage investment remained robust despite broader economic headwinds, with $4.2 billion in venture capital flowing into natural food and beverage startups over the past year, particularly those leveraging novel technology platforms or addressing specific dietary needs.
Breakthrough Brands to Watch
HowGood showcased its expanded sustainability intelligence platform, now providing impact assessment for over 33,000 ingredients. Their data integration with major retailers has positioned them as essential infrastructure for brands making environmental claims.
Watch interview with Chief Innovation Officer, Ethan Soloviev
Built Bars revealed their reformulation using regenerative sweeteners and carbon-negative packaging, demonstrating how established brands can pivot toward sustainability while maintaining mass market appeal.
Watch Interview with Chief Commercial Officer, Megan Crossland
Seltz debuted their adaptogenic alcohol alternative, which delivers mood-enhancing effects without hangovers or calories. Their proprietary formulation has already secured distribution in over 2,000 retail locations.
Exclusive Coverage and In-Depth Analysis
For deeper insights into these trends and exclusive interviews with industry pioneers, visit The Harvest Podcast's comprehensive Expo West coverage on YouTube:
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