GLP-1 and Workplace Wellness: Coffee That Works for the Whole Team
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Natural Products Expo: Quick Observations on Energy and Innovation
Quick observations from Natural Products Expo - Awesome vibes, great energy and it is going back to a day where "truth and authenticity" matter. Great work to everyone at Natural Products Expo
The landscape is shifting fast—fake claims are getting called out, smart brands are building moats, and regulatory groups (private legal, state/local legal, and Federal FTC/FDA) are focused on consumer protection.
Observations: "Whole and Real Food" is a liability magnet if FAKE/FRAUDULENT. The resurgence of clean-label, natural, and functional food claims that are false or unsubstantiated? Those that flew under the radar are about to get punished hard.
The plaintiff's bar has figured out food. The sheer volume of attorneys at Expo West isn't a coincidence—class action litigation around mislabeling has become a mature practice area. If you're doing the right thing, there's nothing to fear.
State AGs and Regional DAs are filling the federal enforcement gap. California, New York, Florida, and many other states/counties have aggressive consumer protection frameworks.
FDA's updated guidance on "healthy" and structure/function claims is creating a reckoning. Many "fake and fraudulent brands" riding the wellness wave are operating on borrowed time. Time to get compliant!
Retailers are driving compliance from the shelf inward. Major retailers are requiring more rigorous third-party certification and claim substantiation as a condition of placement. Either have fact-based research or don't make the claim
The leaders (and many not listed) have rigorous efficacy - Walmart. Sam's Club, Whole Foods Market, Target, Kroger, Natural Grocers by Vitamin Cottage, Costco Wholesale, and many others know "false claims" are non-starters.
Rapid category growth draws opportunistic entrants making "fraudulent" claims.
My Recommendations: Build a compliance function. The cost of one compliance officer is essential for companies making wellness claims. Don't skimp here—it's your first line of defense.
Your legal counsel should be proactive, not reactive. The best outside counsel will red flag a label claim or ad copy before it ships. I recommend Sheppard among others for next-level advice.
Peer-reviewed research is your single most powerful shield. Publishing findings in credible, indexed journals transforms a marketing claim into a scientifically defensible position. It raises the evidentiary bar and signals to the FDA that your structure/function claims have genuine scientific backing.
Substantiation files should exist for every claim on every label. No matter if it benefits shelf placement or drives SEO. It's not "if" but "when" you'll get punished.
Treat your compliance infrastructure as a competitive moat. Rigorous substantiation, clean labeling, and published science will win at retail, with investors, and in partnership conversations—while under-documented competitors will collapse and fail. Insightful
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