Natural Products Insider

SEP-OCT 2018

INSIDER is the leading information source for marketers, manufacturers and formulators of dietary supplements, healthy foods and cosmeceuticals. Since 1997, INSIDER has been serving the needs of the global nutrition industry.

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2 INSIDER September/October 2018 Viewpoint Influencing for the Good During a recent trip to pick up my toddler at daycare, I got a compliment all moms want to get: "How do you come up with the healthy, tasty foods you send for his meals?" his teacher asked. Ignoring that she said "tasty" (so, is she eating his leftovers?), I took the praise, but didn't reveal my source. My idea gal is Catherine McCord of Weelicious (weelicious.com). Her mission is to offer "simple, nutritious, fl avorful recipes for parents to make for their young eaters." Her YouTube channel (with 200,000 subscribers) offers quick visuals on creating kid-friendly recipes, her Instagram feed (171,000 followers) beautifully displays the fi nished products, and her Facebook profi le (148,000 likes) engages parents with questions such as, "What would you say is the most requested meal by your family?" As an infl uencer, she makes money from her cookbook, ad revenue, a meal-delivery service, and partnerships with companies such as Bento Box (lunch boxes) and Hummingbird Glass Straws. But, of course, toddler-friendly chefs aren't the only infl uencers helping consumers connect with products. Starting on page 56 of this print issue, we have marketing experts explain how health and nutrition companies can effectively work with infl uencers like McCord who already have the audience that would benefi t from their products. Reviewing effective strategies and legal necessities will help ensure a successful partnership. McCord's work also hits on another topic INSIDER is covering this issue—the Good Food Movement. This cause responds to the consumer desire for foods that are not only healthy and "clean" from a label standpoint, but that give back to society by regeneration, philanthropy and community building. McCord's meal delivery service One Potato provides a meal to a family in need for every box the company sells; sources produce and proteins from farmers who "respect the land and animals they raise;" and packages the meals with recyclable, biodegradable and/or reusable materials. Brands who work to make their food products "good" will reap rewards with happier communities and fulfi lled consumers. Plus, it's the right thing to do. So read up on page 26 to help ensure your brand is part of this movement. Let us know how your brand is a part of the positive progress of the industry. We'd love to feature you and your suppliers in our Esca Bona Supplier Hero series, which is featured on naturalproductsinsider.com. Sandy Almendarez Editor in Chief (480)281-6745 sandy.almendarez@informa.com @sandyalmendarez Editor-in-Chief Sandy Almendarez sandy.almendarez@informa.com Managing Editor Rachel Adams Editor, Food Insider Journal Judie Bizzozero Legal and Regulatory Editor Josh Long Senior Editors Karen Butler Steve Myers Todd Runestad Assistant Editor Ginger Schlueter Editorial Coordinator Connor Lovejoy Art Director Andrew Rosseau Production Manager Bonnie Streit Program Manager Kristin LaBarbera Subscription Customer Service (800)581-1811 Vice President, Danica Cullins Sales danica.cullins@informa.com Senior Account Director Ioana Neacsu Account Managers Anthony Arteca Todd Berger Laurel Rivers Todd Willis Development Jiani Lai Specialist, Asia Event Director Marisa Freed Sponsorship Manager Carrie Freese Informa Exhibitions LLC President Fred Linder Vice President Jon Benninger Vice President, Heather Granato Content Vice President, Danielle Dunlap Marketing Services Vice President, Donna Layton Human Resources Published by Informa Exhibitions LLC 2020 N. Central Ave., Suite 400, Phoenix, AZ 85004 Tel. (480)990-1101 ¥ Fax (480)867-7943 Website: naturalproductsinsider.com

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