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Live from Natural Products Expo East: from Keto Cookies and CBD-Infused Cotton Candy to “Hempaceuticals,” It’s All Here

More than 30,000 attendees are in Baltimore this week where branding and packaging take center stage to communicate the many benefits of functional foods, beverages, supplements and beauty products.

Cappello's
Cappello's

According to the latest research from PMMI Business Intelligence, consumers around the world are shifting focus away from pharmaceuticals and are increasingly taking their own health, their family’s nutritional needs, and even the health of their pets, into their own hands. The producers of natural products are meeting the demand.

Plant-based foods, organics, collagen, allergy-free, CBD-lotions and oils—Baltimore Convention Center is using every square foot of space, every floor, for these entrepreneurs.

Many of these new brand owners have invested their own money, some may have an angel investor for start-up, and all are banking on the latest focus on personal health to find success with consumers. They come hoping to be discovered by venture capital or national retail outlets like Whole Foods or Walmart.

Many use co-packers and co-manufacturers, but others have production facilities of their own, like Humble Brands’ all-natural deodorants from Taos, New Mexico whose packaging boasts “only five ingredients.”

“We do all development at our own facility including testing of our products on ourselves,” says owner Jeff Shardell.

Some hire outside package design firms, others talk about spouses, siblings or local artists chipping in creative ideas for a defining look.

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