Congratulations to all of the Natural Products Expo East NEXTY Awards finalists, it’s great to see the pre-show online energy and excitement! It will be interesting to see which brands actually win, based on all of the NEXTY measures and standards. Good luck to all the finalists!
Looking at the slideshow I started thinking about what makes a well designed package. Natural food packaging has come a long way, but still has a ways to go in my opinion. By definition the category is functionally driven, so the focus for years has been on unique product ingredients, attributes and health benefits (we wrote about this in 2015 here). A good brand story and package are essential at the grocery store or online, very different environments from a farmer’s market where purity and transparency matter most.

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