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Seed-based snack brand, Go Raw, debuts their first product at Sam's Club with 22oz Dry Roasted Pumpkin Seeds this month and launches their NEW 9oz sprouted pumpkin seed innovations exclusively at Whole Foods through March, with broader retail and online availability starting April 1st. Learn more

I first sat down with Megan Westgate, founder and CEO of the Non-GMO Project, during Expo West last year. We spoke at length about a new initiative she had just launched in an aim to tackle food integrity, starting with a focus on ultraprocessed foods.

Amid a crowd of the nearly 70,000 natural products folks, she was one of the only people talking about what the industry was to do about UPFs in the food system (aside from possibly the people doing pull-ups at the MAHA booth). Westgate was surely one of the only people with a plan in mind on how to reign this all in. 

But that was a year ago, and a lot has changed. That pilot program she told me about, which was being recruited for during that very show, has already run its course. When the Expo halls open today, there will be just seven brands among them, emerging from a cohort of 16, that have become the first to carry the Non-UPF certification across a collective 118 products. 

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David Protein’s foray into the freezer case debuted via white box trucks on Tuesday, seen circling the grounds of Natural Products Expo West.

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Xochitl is transitioning its full portfolio of thin and crispy tortilla chips to be made with avocado oil amid rising demand for seed oil-free foods.

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Chickapea deepened its presence in the U.S. with an exclusive limited-time offering at Costco stores across the Los Angeles region and Hawaii. 

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Looking to make more data-based decisions for your business? The Nombase Data Hub is your centralized resource for food, beverage, and beer industry reports, available exclusively to Insiders.

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Here’s a look at leading headlines from around the food industry. Go beyond the headlines with Insiders access.

1. How Cravings by Chrissy Teigen Balances Star Power with Staying Power

2. Mezcla Raises $9.5M Series B 

3. South 40 Bets on Simplicity Over ‘Proteinmaxxing’ In Bar Set

4. Target Removing Artificial Dyes From Cereal Assortment

5. Deep Indian Kitchen Creators Debut New Thai Inspired Platform

Five people. Seven-figure DTC. Nationwide Whole Foods distribution.

Ashley Nickelsen, the founder and CEO of nutrition bar and chocolate brand B.T.R. Nation, reveals how she turned velocity, online sales data, and creative-first Meta ads into a disciplined omnichannel growth engine – without shortcuts in one of grocery’s most competitive categories.

Tune into the episode now. Also available on Spotify and Apple Podcasts.