May 2025

Bethany Mattson and I attended the London Natural & Organic Products Expo last month, where we gained valuable perspective on how the UK and European markets are raising the bar in product transparency and integrity. While at the show we listened to several industry leaders speak about trends in the natural marketplace and things to look out for when presenting a product. We also had a chance to visit several Whole Foods and Holland and Barrett stores, the leaders in the natural channel overseas.

What stood out most from our experience was the strong emphasis on backing up marketing claims with proof. In the UK, shoppers expect—and receive—verifiable commitments from both brands and retailers. A key session at the show on greenwashing  highlighted the widespread use of common but vague claims like “eco-friendly,” “sustainable,” and “clean”—terms that can mislead when not supported by data or certifications.

Here are the 10 most “HIGH RISK” but common claims on products:

-Sustainable

-Eco-friendly

-100% Natural 

-Natural

-Responsible

-Eco

-100% Recyclable

-Ethical

-Clean

-Non-toxic

This was a wake-up call. It reminded us that while these buzzwords are familiar in the U.S., expectations are shifting. Buyers and customers want substance behind the slogans. Moving forward, we’re committed to:

• Ensuring our brands clearly communicate their sustainability efforts
• Encouraging suppliers to provide documentation and certifications
• Raising the standard of transparency in all buyer presentations

Our takeaway? Mission-driven marketing must be matched with measurable action. Your brands already do so much right—we want to help tell that story even better. We need to share this information with our buyers and help them understand why these products are so important to carry in their stores.

What can you do to help us make that happen? 

Mindy