OCTOBER 2012 // MARC BRUSH // EDITOR IN CHIEF // @allmybrush

THE NECESSITY OF NATURAL

[CUE 1.mp4 ]

QUESTIONS OF SCIENCE

OCTOBER 2012 // MARC BRUSH // EDITOR IN CHIEF // @allmybrush

THE NECESSITY OF NATURAL

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NUTRITION : THEN & NOW & THEN

CY 2001 : $56 B CY 2011 : $126 B CY 2021 : $261 B

Supplements33%

Supplements24%

Supplements22%

THE DATA

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NUTRITION : ENGINEERED : $71 BFUNCTIONAL FOOD IN CY 2011 : $41 B SUPPLEMENTS IN CY 2011 : $30 B

Meal Replacements

10%

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NUTRITION : NATURAL : $55 BNATURAL & ORGANIC FOOD IN CY 2011 : $43 B NATURAL LIVING IN CY 2011 : $12 B

Oral 3%

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NUTRITION : WHERE’S THE GROWTH?

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SUPPLEMENTS : SALES & GROWTH

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SUPPLEMENTS : WHERE’S THE GROWTH?

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> Gut health(pre- , pro-, syn-, cobiotics, enzymes)

> Brain health(cognition, mood, stress, insomnia)

> Inflammation(pain, joint, bone)(vit K, vit D, magnesium)

> Whole-food supplements> Protein

(sports nutrition, meal replacements)(whey, soy, rice, pea)

SUPPLEMENTS : HOT PRODUCTS

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FUNCTIONAL : SALES & GROWTH

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FUNCTIONAL : WHERE’S THE GROWTH?

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> Energy drinks> Naturally functional

(chia, quinoa, ancient grains)(blueberry, açaí, pomegranate)

> Protein(bars, shakes, packaged food)

> Probiotics(food service, chocolate, sweeteners, straws)

> Junktional(cookies, muffins, chips, pizza)

FUNCTIONAL : HOT PRODUCTS

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N&O FOOD : SALES & GROWTH

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N&O FOOD : WHERE’S THE GROWTH?

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> Fruits & vegetables> Tea

(RTD, loose leaf)

> Ancient grains> Chocolate> Snacks> Lifestyle diets

(vegan, gluten-free, paleo)> Raw, sprouted> Baby food

N&O FOOD : HOT PRODUCTS

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NATURAL LIVING : SALES & GROWTH

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> Pet food(dry, fresh, raw, no-grain, organic)

> Green cleaners> Babies, kids & teens

(soaps, sunscreen)

> Topical / ingestible(copacked beauty)

> Plan stem cells> Salon, spa, prestige

NATURAL LIVING : HOT PRODUCTS

THE INSIGHT

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“”

— ROBERT CRAVEN, MEGAFOOD

$800 M in CY 2011 sales +9.3% annual growth Setting the tone:

MegaFoodGarden of LifeNew Chapter

P&G, in one fell swoop, just validated

the entire whole-food supplement category.

NBJ RESEARCH

ON TREND : WHOLE FOODS

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ON TREND : BRAIN SPACE

@YoungDrMike9/17/11 1:24 PMCDC: Half of Americans will suffer from mental health woes

America! 10% depressed, 18% anxious in any given year

$2,725 per employee in excess health costs

$16.4 billion in direct / indirect medical costs

Melatonin +26%, valerian +11%, kava kava +41%

Condition-specific mood +11%, insomnia +12%

Actual work hours per worker in CY 2011 DE 1,413 UK 1,625 US 1,787

SOURCE: NBJ, CY 2010

SOURCE: OECD

SOURCE: NBJ, CY 2011

SOURCE: BRAVEWELL COLLABORATIVE

SOURCE: ELEMENTS HEALTH PLANS

SOURCE: CDC, NATIONAL INSTIITUTE OF MENTAL HEALTH

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OBSTACLE : DSHEA

Pre-market registration system

Pre-market GMP inspection

Pre-market proof of safety

Disease claims driven by science

Exclusivity on claims backed by science

IN PURSUIT OF MEDICINE

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rBGH

GMO

OBSTACLE : FOOD SCIENCEIT’S A STORY OF VILLAINS & HEROES

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ON TREND: FOOD REFORM

FEAR ↔ LOVE

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rBGH

GMO

OPPORTUNITY : PROP 37

@AnniesCEO8/23/12 10:40 PMYes on 37: We are in $$, stand up and be counted CA…Consumers deserve truth in labels. Let’s win this…

THE SYSTEM

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[CUE 2.mp4]

THE CORNER STORE

TOMORROW’S YESTERDAYX% of the next 20 years will be spent undoing the past 50. Solve for X.

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The advance of natural products is one manifestation ofthe system in flux.

Politics? TEA PARTYWall Street? CROWDFUNDING

Healthcare? INTEGRATIVE MEDICINEEducation? CYBER CHARTERS

Climate? IT’S REALLY HOTFood? PROP 37

Middle Class? OCCUPY

(We’re unraveling.)

PICK A SOCIAL FABRIC

TRANSCENDENT TRANSPARENCY“In a world where nothing can be hidden, you’d better have nothing to hide.”

— Greg Page, Cargill

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LABELING GMOs

Innovation can & will look just as much like UN-DOING as NEW-DOING.

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[ CUE 3.mp4]

A PROPER CAUSE

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Thanks for listening.Call anytime. +1 303 998 9249.

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