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Clean Label Strategy & Formulation
Brought to you by: Natural Products INSIDER
NATURAL
Food Additives
on the Rise
Vol.2 No.5 ■ May 2018 ■ US$20
foodinsiderjournal.com
CONTENTS foodinsiderjournal.com
May 2018
3 5 13
Viewpoint: Natural Food Natural, Organic Meat &
Cleaning Up Additives on the Rise Poultry Drive Sales in a Flat
Food Additives Category
Innovation in Action
22 26
Applegate Farms: Home on the Range: Roam
Food Rebels With a Free Brings Ready-to-Eat
Cleaner Cause Bison Meat to Market

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2 Food Insider Journal Natural Food Additives on the Rise May 2018
VIEWPOINT
Cleaning Up Food Additives
F
ood additives play a critical role in successful product formulation
because they are used to impart specific qualities and functions that
help with stabilization, emulsification, shelf extension, mouthfeel and 67% of the U.S.
food safety via prevention of contamination. However, with clean population look for
label now the norm, consumers are scrutinizing ingredient labels and food and beverages
actively avoiding products with elements described as “artificial.” with a short list
Need proof? Data from the Natural Marketing Institute (NMI) recently found consistent of recognizable
growth in the number of consumers who value clean label as an important attribute of
their food and beverage purchases. In fact, 67 percent of the U.S. population look for
ingredients,
food and beverages with a short list of recognizable ingredients, and 55 percent prefer and 55% prefer
minimally processed products. What’s more, data from Mintel revealed 53 percent of U.S. minimally
consumers worry about “potentially harmful” ingredients in the foods they buy, while 71 processed products.
percent are concerned about brand transparency when it comes to the use of “harmful or
excess” ingredients in food.
This creates tremendous opportunity for the global clean label ingredient market,
predicted to reach $US48 billion by 2023. In addition to ingredient supply chain
considerations and costs, brands must evaluate the pros and cons of using natural food
additives over synthetic options to determine whether it will change the desired quality
attributes of the product and potentially alter consumer buying behaviors.
Consider the $95 billion meat and poultry sector, where major movement in the natural
and organic categories is reinvigorating meat and poultry sales. Euromonitor data shows
U.S. retail sales of organic meat grew 45 percent between 2012 and 2017. Driving this
growth is increased consumer awareness of the connection between a person’s food
choices and the impact of those choices on both the environment and the individual’s
health. Brands are using ingredients such as sea salt and celery powder for natural curing
effects, and rosemary extracts and vinegar to extend shelf life and maintain food safety.
This month’s Innovation in Action case studies highlight how Applegate® and Roam
FreeTM are bringing natural meat and poultry products to market with total transparency
along the supply chain, and lessons that could be applied to your business.
As always, I invite you to share your thoughts on this issue or future issues.
Cheers,
Judie Bizzozero
Editor
judie.bizzozero@informa.com
(480)281-6019
@judiebizz
NATURAL
Food Additives
on the Rise
by Judie Bizzozero
G
lobal demand for food and beverage products free via prevention of contamination. Examples of
from certain ingredients is on the rise driven by issues commonly used food additives—natural and
synthetic—include acidulants, anti-caking
such as the increased diagnosis of digestive health
agents, colors, emulsifiers, enzymes, flavors,
conditions such as celiac disease and the rising hydrocolloids and sweeteners.
incidence of food allergies, intolerances and sensitivities. In fact, FDA’s definition is a little narrower and
product launches making “free from” claims, such as “gluten includes “any substance the intended use of
free,” “non-GMO,” “no artificial colors,” etc., have increased which results or may reasonably be expected
across nearly every category over the past five years. to result—directly or indirectly—in its
becoming a component or otherwise affecting
The concept of “free from” denotes products the characteristics of any food.” FDA’s
made without certain ingredients of concern, and definition includes any substance used in the
Examples of commonly production, processing, treatment, packaging,
used food additives— the expansion of this movement has increased
consumer demand for the replacement of artificial transportation or storage of food. Excluded
natural and from the definition are ingredients generally
food additives such as preservatives, colors and
synthetic—include recognized as safe (GRAS) and ingredients
flavors with natural ingredients. When factoring
acidulants, in other ingredients such as sugar, sodium and approved for use by FDA or USDA prior to the
food additives provisions of law, and color
anti-caking fats that consumers are trying to limit, this sector
widens, creating a larger playing field for natural additives and pesticides where other legal
agents, colors, food additives. premarket approval requirements apply.
FDA goes on to break down food additives into
emulsifiers, Food Additives Defined two categories. Direct food additives are added
enzymes, In the broadest sense, a food additive is to a food for a specific purpose. For example,
flavors, any substance added to food. That said, food xanthan gum—which is used to add texture to
additives play a critical role in successful product salad dressings, chocolate milk, bakery fillings,
hydrocolloids formulation because they are used to impart puddings and other foods—is considered a
and specific properties such as enhancing food direct additive. Most direct additives are identified
palatability, replacing fat content, extending on the ingredient label of foods. Indirect food
sweeteners. product shelf life and ensuring food safety additives become part of the food in trace
The food additives
amounts due to packaging, storage or handling. For instance, minute market is divided into
amounts of packaging substances may find their way into foods
during storage, and the agency requires packaging manufacturers specific application
ensure all materials that come in contact with food are safe before
they are permitted for use. categories:
Across the pond, the European Commission (EC) defines a food
additive as “any substance not normally consumed as a food in
itself and not normally used as a characteristic ingredient of food,
whether or not it has nutritive value, the intentional addition of
which to food for a technological purpose in the manufacture, bakery and confectionery
processing, preparation, treatment, packaging, transport or storage
of such food results, or may be reasonably expected to result, in
it or its byproducts becoming directly or indirectly a component of
such foods.” beverages
Market Snapshot
The global food additives market is fragmented, with companies
such as ADM, BASF, Cargill, CHR. Hansen, DuPont, Ingredion and
Kerry focused on developing food additives that suit the demands of
food and beverage manufacturers requiring specific characteristics
convenience foods
in their products such as flavor and color enhancement, sodium
reduction, fat replacement and preservation.
According to Markets and Markets, the global food additives
market will rise to US$52 billion by 2020, experiencing a compound
annual growth rate (CAGR) of 5.6 percent from 2015. Artificial food dairy and frozen desserts
additives make up the lion’s share of the market; however, natural
food additives are predicted to experience exponential growth in the
coming years.
In terms of function, the market is estimated to be led by the sauces, dressings,
flavor enhancer segment, followed by sweeteners. Demand for food spices and condiments
additives in beverages accounted for the largest share in 2014,
while Markets and Markets reported the sauces, dressings, spices
and condiments sector is projected to be the fastest-growing from
2015 to 2020.
North America dominated the food additive market in 2014, with
the United States capturing 78 percent of the market share, followed
and “others” including
by Europe. In the coming years, the Asia-Pacific region is expected to
emerge as a key market, due to consumer demand for convenience
foods and shifting preferences toward natural and organic foods. meat products
Markets and Markets also predicted the region will experience the
highest CAGR due to increased economic growth of countries, growing
industrialization and higher consumer preference for quality products.
extruded products
The global food additives market
will rise to US$52
billion by 2020. oils and fats, etc.
Consumers Desire More Simplicity
In its “Global Clean Label Ingredient Market-Growth, Trends, and Forecast (2018
- 2023)” report, Mordor Intelligence reported the global clean label ingredient
Brought to you by: Natural Products INSIDER market will reach $US48 billion by 2023.
In this age of information overload, it is crucial for brands and marketers to
understand how consumers perceive the concept of clean label, where they get
ORGANIC 2.0: information and how it influences their purchasing decisions. Data from Mordor
Demand Fueling
Sector Innovation Intelligence revealed 88 percent of global consumers are willing to pay a premium price
for products containing naturally sourced ingredients, and 80 percent of consumers give
importance to reading ingredient lists on the product before purchasing.
Stateside, the picture is similar. Results from the International Food Information
Council (IFIC) Foundation’s 2017 Food & Health Survey found 96 percent of
consumers think about the healthfulness of their food and 88 percent think about
Vol.2 No.4 ■ April 2018 ■ US$20
food ingredients such as fats, sodium and artificial ingredients.
In 2017, Cargill published a white paper based on results of a proprietary
quantitative survey of U.S. grocery shoppers that reinforced what this industry
The market for natural food already knows—transparency and simplicity is the new normal in product
additives is being driven by development. According to Cargill’s research, consumers’ growing interest in
ingredients and their origins will influence new product purchases. More than half
consumer demand for natural of respondents said they are analyzing a product for its nutrition facts, front-of-
and organic foods. package nutrition summary, ingredients and claims on the front of the package.
That said, consumers are generally more interested in avoiding ingredients they do
DOWNLOAD Food Insider not like than seeking out those that bring a health halo, nutritional value or clean
Journal’s April 2018 label perception.
“Organic 2.0: Demand Steve French, managing partner at the Natural Marketing Institute (NMI), agreed there
Fueling Sector Innovation” has been consistent growth in the number of consumers who value clean label as an
important attribute of their food and beverage purchases. In fact, 67 percent of the U.S.
population look for food and beverages with a short list of recognizable ingredients, and
55 percent prefer products that are minimally processed.
Total Growth % consumers indicating attributes are very important

2008 to 2017 toward their purchase of food and beverages
12% Nutritious 64%
20% Good source of protein 50%
49% Grown without pesticides 45%
43% No artificial sweeteners 42%
56% No artificial ingredients 40%
-5% Convenient to prepare 40%
55% No artificial flavors 38%
60% No preservatives 38%
-2% Made with whole grains 37%
29% Natural 36%
46% No artificial colors 36%
9% High in fiber 36%
16% Recyclable packaging 36%
8% Low cholesterol 35%
74% From farms that practice sustainable agriculture 32%
14% Environmentally-friendly packaging materials 32%
6% Low fat 32%
66% Grass-fed (for meat) 31%
14% Minimal packaging 30%
27% Locally grown 30%
60% USDA certified organic 30%
Shading highlights attributes with growth (Q.72 - % consumers indicating the attributes
over 40% from 2008 - 2017 are very important towards their purchase of
food and beverages; Source: SCTD 2017)
©Natural Marketing Institute, 2018
While 64 percent of consumers rate nutrition as the most
important food attribute affecting their purchasing decision, NMI’s
Health & Wellness Trends Database® (HWTD) found concern over
pesticides and artificial sweeteners, ingredients, and flavors and
preservatives is also driving demand for foodstuffs made with
fewer additives.
Consumers also are monitoring food labels and basing
purchase decisions on them. French noted more than three-
quarters of consumers report package labels influence their
purchases of healthy and natural products. Even further, more
than half of consumers select foods based specifically on the
ingredient list.
% consumers indicating they would like to get Growth

less of the ingredients in their diet 2010 to 2017
Pesticides 51% -7%

High fructose corn syrup 50% 3%
Sugar 49% 32%
Processed foods 46% n/a
Sodium 45% 6%
Artificial colors/flavors 45% 18%
Artificial sweeteners 44% 17%
Fat/Saturated fat 43% -36%
Preservatives 43% 4%
Cholesterol 40% -12%
Hormones 39% n/a
GMOs 38% n/a
Calories 35% -4%
Carbohydrates 30% 34%
Antibiotics 26% n/a
Caffeine 21% 4%
Gluten 16% 30%
Dairy 8% 88%
Yellow shading highlights the ingredients which have shown high negative growth (≥ -30%)
Green shading highlights the ingredients which have shown positive growth (≥ -30%)
(Q.47 - % consumers indicating that when thinking of the foods and beverages they consume,
they would like to get less of the ingredients in their diet; Source: HWTD 2017)
©Natural Marketing Institute, 2018
Data from Mintel’s “Better-For-You Trends Spotlight

on Real US, September 2016” report found 53 Today’s health-conscious
percent of consumers agree “I worry quite a bit about consumer is actively
the potentially harmful ingredients in the foods I buy,”
and 71 percent of U.S. consumers agree “there are
avoiding altogether
probably more harmful or excess ingredients in food
than manufacturers are telling us.” What’s more,
products with
59 percent of U.S. consumers agree “the fewer
ingredients a product has, the healthier it is.” The
elements
report also noted today’s health-conscious consumer described as
is actively avoiding altogether products with elements
described as “artificial.” “artificial.”
Virtually across all generations, consumers avoid artificial sweeteners,
preservatives and flavors, and genetically modified organisms (GMOs); however,
brands would be wise to note the generational differences in ingredient avoidance
likely due to health concerns or ethical concerns.
Avoiding in Better-For-You Foods, by Generation, June 2016

“When looking to buy food and beverages you consider ‘healthy’ for yourself
or members of your household, which of the following do you avoid?”
49
41
Artificial Sweeteners 39
45
42
40
38
% of respondents
Artificial Preservatives 36
39
43
35
38
Artificial Flavors 30
32
38
23
29
GMO Ingredients 25
34
27
■ iGeneration ■ Millennials
■ Generation X ■ Baby Boomers
■ World War II/Swing Generation
Base: 2,000 internet users aged 18+
Source: Lightspeed GMI/Mintel
The Generational Influence

Research highlighted in the 2018 “Beyond Clean Label” white paper from Kerry
revealed clean label is right in step with the Millennial values of transparency,
authenticity and sustainability, but relevance and impact is also high among Baby
Boomers and Gen Xers. In fact, 86 percent of Millennials and 89 percent of those
with dependent children said clean label impacts their purchasing decisions.
A similar multigenerational appeal can be found in Asia Pacific/Middle East/Africa
(APMEA). “Consumers with more access to media sources—including young people
and parents of young children—are putting more pressure on food producers and
manufacturers to provide a secure food supply such as block chain technology,” said
Cassandra Kaul, marketing insights manager at Kerry APMEA. For example, in countries
like China and Vietnam, clean label infant formula is in high demand because parents
and grandparents seek products they can trust in the wake of food scandals.
Data also found clean label priorities change by generation and gender in Europe,
with 74 percent of 18- to 45-year-olds and 75 percent of those 46 years and older
noting its importance with their buying decisions. “Salt, sugar and fat reductions
are more appealing to older consumers, while environmentally sustainable solutions
resonate mainly with younger cohorts,” noted Nanette Solan, senior insight manager at
Kerry EU. “Younger consumers pay more attention to the authentic experience provided by
clean label solutions, while female consumers focus on the health benefits of them.”
Latin American consumers of all ages have shared values, but the claims they find
appealing differ by age. A survey conducted in Brazil by GlobalData found people ages 18
to 54 years want natural and organic products free from artificial ingredients, while older
people look for labels that advertise products free of pesticides, chemicals and toxins.
Data from Cargill also suggests the overall concept of clean label means different
things to different consumers, especially among varying age demographics. As a whole,
young adults are well-informed consumers who are starting families and leading the way
in buying more healthful and sustainable products These consumers care more about
transparency and clean label than their parents—and their spending power is on the rise.
What’s more, younger consumers, especially those ages 18 to 24 years, are most willing
to support products they perceive as clean label by paying a premium, even though they
may have less disposable income. The momentum behind these lifestyle changes is
becoming clear as sales of clean label products are soaring.
Clean label products are winning across the store

Categories seeing the highest dollar growth
$
200M +1.9%
$
150M +11.7%
+10.4% +19.5%
$
100M +26.5%
+9.9% +3.8%
50M
$
+3.4% +3.7% +7.4%
0
$
Salty Candy New Age Liquid Ice Baked Frozen Wholesome Yogurt Cookies
Snacks Beverage Coffee Cream Bread Entrees Snacks
Source: It’s Clear Transparency is Winning in the US Retail Market. Nielsen Clean Label Report, Aug. 2017.
Ingredient Considerations
Brands exploring the use of natural food additives over synthetic alternatives need to
evaluate the pros and cons of each ingredient option to determine whether it will change the
desired quality attributes (e.g., taste, texture, shelf life, etc.) of the product and potentially alter
The retail value
consumer buying behaviors. Other issues to consider are costs versus benefits as it relates to of foods FREE OF
the complexity of reformulation and replacement options. How will replacing ingredient X with ARTIFICIAL FLAVORS
ingredient Z affect processing? What are the costs of the intended replacement option? How
quickly can a brand recoup those costs? Are there any issues with supply chain for a particular reached about
ingredient and can the supplier guarantee stock?
Depending on the application, food additives bring specific qualities and functions that help with
$14 billion
stabilization, emulsification, shelf extension and mouthfeel of the finished product. With clean label in the United States
now the norm, certain categories are poised to see an uptick in interest for natural options. in 2016, while foods
FREE OF ARTIFICIAL
Colors & Flavors COLORS reached
The worldwide retail value of packaged food bearing “no artificial colors” claims grew about approximately
3 percent between 2015 and 2016, as did the retail value of foods bearing “no artificial flavors”
claims, according to data from Euromonitor International. By 2016, foods free of artificial flavors
reached a worldwide retail value of $41 billion, while those without artificial colors reached
$11billion.
nearly $50 billion in retail value. Stateside, sales are also up. Packaged food with no artificial
colors or flavors each grew about 2.5 percent in sales between 2015 and 2016. The retail
value of foods free of artificial flavors reached about $14 billion in the United States in 2016,
while foods free of artificial colors reached approximately $11 billion, Euromonitor noted.
Preservatives
The global food preservatives market was valued at $2.29 billion in 2016,
according to the “Global Food Preservatives Market Size, Industry Report, 2018-
2025” from Grand View Research. Data revealed the natural food preservative sector
is experiencing high growth in recent years due to interest from health-conscious
consumers and increased acceptance by global regulatory agencies for use in food
processing.
Food preservatives are categorized into two types—antimicrobial and
antioxidant—and are used across nearly every category. Meat and poultry products
have been increasingly incorporating these ingredients because they significantly
improve shelf life, aroma, taste and other aspects of these products. Compared
with conventional synthetic preservatives, natural preservatives such as spices and
seasoning are gaining more acceptance from consumers, as these ingredients project
an image of being natural, socially responsible and clean label. In addition to the
typical preservative benefits such as improved shelf life and aroma that spices and
seasonings preservatives may contribute, the nutritional benefits provided by the
antioxidant and antimicrobial spices/seasonings themselves can be added benefits.
According to Grand View Research, meat and poultry products accounted for nearly
35 percent of the market share in 2016, followed by bakery products and beverages.
Sweeteners DOWNLOAD Food Insider

Health concerns and the shift to reduce added sugars in products have made Journal’s Infographic
sugar reduction a top priority for food and beverage brands. What’s more, increased
“Natural Sweeteners Find
attention to added sugar intake on packaging—as well as consumer demand
for sweeteners that are natural, sustainable and healthful—provides brands Their Sweet Spot”
the opportunity to increase use of alternative sweeteners when developing or
reformulating products.
According to Transparency Market Research, the global natural sweeteners
market will experience moderate growth, showing a CAGR of 4.5 percent between
2018 and 2026 to reach approximately $39 billon. Current demand for clean label
solutions has opened the door to more natural options such as stevia, honey, monk
fruit, coconut sugar, fruit juices, raw sugar, brazzien, oat, yacon and agave, brown
rice and maple syrups. Clean Label Strategy & Formulation
Sodium Reduction
As consumers become more aware of the impact excessive sodium intake and TARGETING
artificial ingredients can have on their overall health, they are actively seeking Sodium
products low in sodium and free from complex or unwanted ingredients. This Reduction
includes packaged or processed meat and poultry products, sauces, dressings and NATURALLY
condiments, refrigerated foods, baked goods, acidified foods and savory snacks.
According to data from Euromonitor International’s Passport database, better-for- Vol.2 No.2 ■ February 2018 ■ US$20
you reduced-salt foods experienced retail sales of $5 billion in 2017, but are
expected to decline to $4.3 billion in 2022, indicating whitespace in the category. DOWNLOAD Food Insider
Journal’s February 2018
“Targeting Sodium
Natural Is the Future Reduction Naturally”
While the use of natural food additives is gaining traction, brands must be mindful
that in addition to delivering innovative food and beverage products, building brand
loyalty and trust is just as important. Brands that take the opportunity to start
the conversation to educate consumers about label-friendly ingredients with full
transparency will reap rewards.
Cargill
Label-Friendly
Ingredients
Because consumers care

what’s inside.
Increasingly, buying decisions are influenced by perceptions of
wholesomeness, sustainability and simplicity.
As a global ingredient leader, Cargill offers an extensive portfolio of label-friendly ingredient solutions
to help meet your formulation goals for sugar reduction, non-GMO, organic and beyond!
Some of the products in our growing label-friendly portfolio include:
• ViaTech® stevia sweeteners • Plant proteins

• Oliggo-Fiber® chicory root fiber • Pectin & gums
• Label-Friendly starches • Custom Texturizing Systems
• Lecithin
Partner with Cargill to benefit from proven application expertise and a reliable
global supply chain.
Learn more and request samples at www.cargill.com/labelfriendly.
Cargill is committed to helping people and organizations thrive.

www.cargill.com
©2017 Cargill, Incorporated
CATEGORY INSIGHT
Ethics Inspire:
Natural, Organic Meat
& Poultry Drive Sales
in a Flat Category
Photo Credit: SunFed Ranch
by Melissa Kvidahl Reilly
D
espite the undeniable popularity of plant-based diets Euromonitor showed U.S. retail sales of organic
and protein alternatives, meat and poultry continue to meat grew a whopping 45 percent between 2012
be staples of the American diet. According to Packaged and 2017, representing a CAGR of 7.7 percent.
“Today, the demand for natural meat and
Facts’ “US Food Market Outlook” report published April
poultry products is skyrocketing,” said Jonathan
2018, 86 percent of U.S. households consumed beef in 2017, Sepp, co-founder of Roam Free, the brand
the same amount as in 2007. Consumption of fresh chicken behind Bison Bites meat snacks. “Consumers
increased over the course of those same 10 years to reach 80 are steering clear of conventionally raised meat
percent of American households in 2017. So, it’s no surprise and seeking healthier grass-fed and sustainably
that sales of meat and meat-based products are steady. raised sources,” he said, adding consumers
are becoming more aware of the connection
Overall, Packaged Facts found total retail between their food choices and the impact of
Consumption of
dollar sales of meat and poultry in the United these choices on both the environment and
fresh chicken States reached US$94.7 billion in 2017, having their own health. “They want to know where
increased increased at a compound annual growth rate their food comes from; what it ate; how it was
over the course of (CAGR) of 2 percent since 2012. Much of this treated; and what impact it has on our soil,
10 years was due to the rising costs of beef between the water and air.”
to reach 80% of years 2006 and 2016 so, even as dollar sales According to SPINS, natural-positioned meat
American rose, volume sales grew at less than 1 percent and poultry are doing quite well, sometimes
annually. Ultimately, the market research firm mimicking the stable numbers seen in the
households expects the market to continue as usual, posting conventional market and sometimes posting
in 2017.
about 1.7 percent CAGR through 2022 to reach higher growth. For example, sales of refrigerated
sales of $103 billion. burgers with a natural positioning grew about
While the overall meat and poultry market 20 percent in the 52 weeks ending March 25,
chugs along at a relatively flat pace, major 2018, while sales of naturally positioned deli
movement in the natural and organic categories meat grew slightly over 2 percent during that
is reinvigorating the category. Data from same period.
Growth in the organic meat sector is thanks to the fact
that it benefits from a strictly defined standard.
Photo credit: Arcadian Organic & Natural Meat Co.
It’s in the organic segment, though, where consumer interest

is truly evident. Certified organic meat may comprise a smaller
market share, but the growth rates are much higher.
SPINS reported sales of refrigerated organic beef and pork
cuts grew 17.3 percent over the past year; sales of organic deli
meat grew over 15 percent; and sales of refrigerated organic
poultry cuts grew over 20 percent. Meat snacks, like jerky,
also are resonating with organic consumers—sales of organic
jerky grew 17.3 percent over the course of the past year, while
other meat snacks such as bars and sticks grew a little more
than 50 percent. And it makes sense, as Mintel’s “Salty Snacks
- US - March 2018” report found meat snack consumers are Alister Ferguson, CEO of Arcadian Organic & Natural Meat Co.,
incredibly savvy when it comes to clean label claims. Not only discusses how optimum returns for an entire supply chain revolves
do 40 percent of these consumers want preservative-free meat around developing strong, stable relationships within a product line.
snacks, but 37 percent are interested in grass-fed alternatives.
If you ask Alister Ferguson, CEO of Arcadian Organic &
Natural Meat Co., Australia’s largest supplier of organic, natural
beef and lamb, growth in the organic meat sector is thanks to “There is no definition for natural; it’s just a claim made
the fact that it benefits from a strictly defined standard. by the producer for product they feel is free from some
undesirable conventional production practices,” he said.
“Natural does not meet a defined standard that consumers
can hold them to. The market for certified organic meat is
increasing steadily in line with growth in organic food and
beverage.” But this doesn’t mean natural meat is a force to be
ignored just yet.
Mintel’s “Packaged Red Meat - US - 2017” report found
while 24 percent of red meat consumers actively seek out the
USDA Organic seal, 34 percent are still prioritizing all-natural
claims. “The market for natural meat keeps growing and
growing,” said Nicole Glenn, vice president of marketing at
Applegate. “But the growth brings with it a lot of confusion,
especially when it comes to clean labels. The definition of
clean, along with natural, varies from person to person.” So,
when it comes to ingredients to avoid—and how to replace
those ingredients with more palatable options—the tactics also
J2 Farms, a supplier of antibiotic-free turkeys, discusses the
vary from brand to brand, whether or not they also attain USDA
importance of its biosecurity program and transparency of supply chain.
Organic certification.
Ingredients to Avoid still remains extremely important and none
Because clean label products are appealing to less important than the other to the natural
an ever-widening consumer base, each consumer consumer,” agreed Stacy Dudley, vice president
brings his or her own standard to the clean label of marketing at Pederson’s Natural Farms, a
meat market. “What’s most important for natural natural brand offering bacon, sausage, hot dogs,
consumers really depends on where they are in their ham, beef and bison products.
food journey,” Glenn said. For those just starting One way meat brands are cutting certain
to explore the natural meat category, artificial ingredients from a formulation—or never using
ingredients may top their list of concerns. Those them to begin with—is by utilizing creative
further down the road may put more emphasis on seasoning. According to Joe Jacques, research
whether an animal was administered antibiotics. and development (R&D) manager at grass-
These types of consumers will delve into the farming fed beef brand Teton Waters Ranch, artificial
practices of brands they choose. ingredients can bring extreme tastes and
“It’s no longer enough to say, ‘you are what you cost reduction to a formulation. Teton Waters
eat,’ but more importantly, ‘you are what your food Ranch competes with this by using thoughtful
eats,’” said Angela Bicos Mavridis, chief executive seasonings and performing consumer surveys
officer and founder of TRIBALI Foods, a brand along the way to make sure it’s offering what’s
offering organic, free-range and grass-fed frozen in demand.
proteins like beef and chicken patties. “Clean labels “We let fresh herbs, spices and the best
should be followed all the way down the line to what beef dominate our clean ingredients lists,” he
the animals are fed, and where that feed comes said. “When certain ingredients must be used
from.” To that end, genetically modified organisms for food safety, we look for a natural, plant-
(GMOs), antibiotics, growth hormones and pesticides based alternative.”
are all on the list of concerning ingredients for Seasoning also holds the key for SunFed
TRIBALI and its consumers. Ranch, an organic grass-fed and grass-finished
“We don’t really find that anything drops from the beef brand. “Shelf life, texture and sensory
list of importance to the natural consumer, so no use challenges can present themselves when trying
of antibiotics, growth hormones and preservatives to avoid chemical preservatives or additives,”
We don’t really find that anything drops from

the list of importance to the natural consumer, so no
use of antibiotics, growth hormones and preservatives
still remains extremely important—and none less
important than the other.
— Stacy Dudley, vice president of marketing, Pederson’s Natural Farms
Pederson’s Natural Farms brings bacon to market made with pigs

that are Certified Humane Raised & Handled® and processed with as
few ingredients as possible.
For many meat and poultry consumers, clean labels are
more than words on a package—they also
must represent a clean supply chain that takes into
account the treatment of animals.
SunFed Ranch
said the company’s co-founder (and rancher) Matt Byrne. “We look to
replace chemically derived ingredients with real natural ingredients
and flavorings such as celery powder, vinegar and rosemary extract,
in addition to sourcing non-GMO and organic spices and marinades
whenever possible.”
One example of this tactic in action is the brand’s new Uncured
Grass Fed Beef Hot Dog and Sausage line. Instead of using nitrates
and nitrites, SunFed Ranch uses sea salt and celery powder for
natural curing effects. Vinegar is used to extend the shelf life and
maintain food safety.
“Vinegar is a time-tested replacement for synthetic food safety
ingredients like lactate and diacetate,” explained Amanda King, technical
services manager at Kemin. “Rosemary and other natural plant extracts
like green tea can be very effective to replace BHA/BHT and other
synthetic antioxidants.” Plus, she added, both vinegar and rosemary are
available in versions to fit within organic products.
Another replacement to consider is acerola extract, King said,
which can delay color loss in fresh meat, as well as function as a cure
accelerator to develop and stabilize color in naturally cured meat and
poultry.
Brittany Masters, co-founder of Roam Free, said avoiding the use
of sugar in Bison Bites was a bit of a challenge, as it adds flavor and
weight to a product. The route chosen by Roam Free was to include
more of the higher-priced, raw ingredients like bison and spices in the
formulation. That said, meat and poultry brands that don’t want to—or
can’t—eliminate sugar entirely can opt for turbinado sugars or honey
We look to
for flavor balance, said Tom Katen, technical service manager of meats replace chemically
at Cargill Texturizing Solutions. derived ingredients
“We’re also seeing processors replace modified food starches, used with real natural
for water-holding and moisture retention, in things like cooked sausages ingredients and
and food service items with functional native starches or even fibers like flavorings such
chicory root fiber,” he added. Inulin or chicory root fiber can replace food
starches in processed meats, and nonallergenic sunflower and canola
as celery powder,
lecithin options can replace conventional belt and casing release agents. vinegar and rosemary extract, in
addition to sourcing non-GMO
A Clean Story and organic spices and marinades
For many meat and poultry consumers, clean labels are more than
whenever possible.
words on a package—they also must represent a clean supply chain
that takes into account the treatment of animals. — Matt Byrne, co-founder, SunFed Ranch
“Millennials represent a significant market, and they love their meat,
but they also want to know its source or story,” Katen said. “‘Clean label’
for USDA meat processors has been an ever-changing definition. It has
gone from cupboard-friendly to minimally processed to shorter ingredients
Millennials are
statements, and now to ingredients with a sustainable supply chain interested in it all
story. I believe that’s going to be the next evolution of clean label.” when it comes to meat:
That evolution is already in motion. According to Packaged Facts,
Millennials are interested in it all when it comes to meat: its source;
its source; the farm
the farm or ranch where it came from; how it was prepared; and or ranch where it
whether it was grass-fed, free-range or locally raised—or all of the came from; how it was
above. Stories that tell the tale of confinement and factory farming
won’t exactly inspire these ethical shoppers to loosen their purse prepared; and whether it
strings. Instead, these shoppers look for products derived from was grass-fed, free-range
humanely treated animals raised in more natural, farm-like settings or locally raised
via old-fashioned animal husbandry methods, rather than those
raised by the processes used in large-scale industrial operations. —or all of the above.
Plus, many consumers want to know the path their meat product
took from farm to table was overseen by passionate people who
truly care.
“To us, ‘responsibly raised’ means sourcing beef and poultry
from farmers who are as passionate about animal well-being as
we are about amazing flavor,” said Tim Goldsmid, vice president
of marketing at grass-fed beef and antibiotic-free chicken snack
brand Lorissa’s Kitchen. “Animal well-being is a top priority for our
farmers and partners who supply us with our proteins.”
Not only do the brand’s suppliers adhere to strict humane prairies, we rotate bison through fresh grass pastures
guidelines, but they are also leaders in sustainable agriculture over short periods, keeping the animals happier according
and the environment, Goldsmid said, working to improve current to their native biological need to roam.” As a side benefit,
farming practices and develop best practices for humane this method also increases growth of endangered native
treatment going forward. prairie grass, and traps large amounts of carbon in the
Roam Free is another brand doing it right. By raising its own topsoil.
bison on a ranch in western Montana, the company can ensure SunFed Ranch has a similar level of oversight. “The
its stringent sustainability and ethical standards are met. “Not foundation of our business is our generational, family-
only do we practice and promote humane, low-stress handling of rancher-based, grass-fed beef supply chain, focused
bison, but we have also created an environment to mimic ancient on continually improving quality and consistency on
predatorial movement within the ranch,” Sepp explained. “In the American family ranches,” Byrne said. As such, the
same way that bison used to be moved by wolves across the business’s cattle are treated “humanely, with dignity and
respect,” spending their lives roaming outdoors with
continuous access to fresh, green grass and water. The
We let fresh herbs, ranch’s standards are based on those from the Global
spices and the best beef Animal Partnership.
dominate our clean But brands need not have their own cattle ranches
ingredients lists. When to ensure ethical treatment. Partners of Teton Waters
Ranch adhere to strict standards, including never
certain ingredients must be feeding grain to cattle or confining cattle to feedlots.
used for food safety, we look Through its Internal Control System, employees monitor
for a natural,
plant-based alternative.
— Joe Jacques, R&D manager,
Teton Waters Ranch
17 Food Insider Journal Natural Food Additives on the Rise

It’s no longer
the conditions on all partner ranches, and as a second enough to say, ‘you are
level of insurance, Teton Waters Ranch is Certified what you eat,’ but more
Humane, which includes a third-party audit of the importantly, ‘you are
ranches and facilities. what your food eats.’
Third-party verification is a common tactic used by
— Angela Bicos Mavridis,
brands for which the humane treatment of animals is founder and CEO, TRIBALI Foods
paramount, since it provides a level of transparency
consumers are looking for. Plus, ethical brands tend
to have close relationships with their suppliers. “We
have personally visited each and every ranch we
source our meats from and talked with the farmers to
make sure our standards are being met,” TRIBALI’s
Mavridis said. “We saw the cows and chickens on
open pastures and witnessed the process of their
lives. That’s important to us.”
That said, despite growing interest, there is still a
significant amount of education needed. “Our biggest
challenge is still educating the consumer, especially
about animal welfare and humanely raised,” Glenn
said. “With no universal standard on those terms, it’s
definitely ‘buyer beware.’” For example, David Koretz,
co-founder and chief executive officer of jerky brand
For the most part, it

is taken for granted that
grass-fed means humanely
raised, happy cows.
— David Koretz,
co-founder and CEO, SlantShack
SlantShack, has noticed some confusion surrounding
grass-fed claims. “For the most part, it is taken for
granted that grass-fed means humanely raised, happy
cows,” he said, which is not always the case.
“From a meat perspective, some products that make an
all-natural or grass-fed claim could have eaten feed or grass
treated with pesticides or herbicides, or even have been fed
grass pellets while confined in a massive, concrete-floored
building on a corporate farm,” agreed Dave Greening,
general manager of Organic Prairie. “That’s why we’ve
always pushed for greater transparency and third-party
verification of claims. We want consumers to know that our
claims will match their expectations.”
Remaining Challenges
In addition to educating consumers on the nuances
of clean label and ethical benchmarks, supply remains
a primary challenge for organic and natural meat
and poultry brands. “There is growing demand in the
More and more farmers
marketplace and not enough farmers to provide,” are transitioning to organic
explained Serafina Palandech, president and co-founder and incorporating humane
of Hip Chick Farms, makers of organic chicken fingers, standards into their practices
meatballs and breakfast sausage. “More and more because of this huge demand
farmers are transitioning to organic and incorporating and because it is better for the
humane standards into their practices because of
this huge demand and because it is better for the
environment and long-term
environment and long-term well-being,” she added. But, well-being.
there’s still a shortage. — Serafina Palandech, president and
According to Masters, the average farmer is nearing co-founder, Hip Chick Farms
age 60, and the number of young students interested in
agriculture is on the decline. “Our generation—Millennials—
doesn’t see agriculture as a highly profitable career choice,
Hip Chick Farms’ combination of the love of food and family drives the
creation of humanely certified, organic chicken products.
and in the United States, they’re right,” she said. At the same time, small- to
medium-sized ranches make up most of the natural and organic meat supply.
If these ranchers retire, supply will become even more dire.
“If those aging ranchers can’t pass on their operation to the next
generation, we’ll see a steep decline in the supply of natural and organic
meat, and much higher prices,” Masters said. “It’s critically important to
support young U.S. producers and, better yet, those who are practicing
sustainable agriculture.”
Of course, the industry doesn’t need a supply crisis to already be
butting up against cost challenges. Mavridis said TRIBALI Foods has been
approached to lower costs by including additives, fillers and binders to bring
down the amount of meat used in the patty. But the company is committed
to its standards. “You truly get what you pay for,” she said. “Cleaner meats
cost more than less-expensive meats filled with additives and preservatives.
If you want nutrient-rich, clean, animal protein then, as a consumer, you must It’s critically
demand higher standards and know the ingredients in the foods you buy.” important to
The good news is sales data shows consumers who are committed to support young U.S.
these kinds of foods are willing to pay the price. producers and,
One surprising non-issue? Shelf life. Though eliminating artificial better yet, those
preservatives can shorten the shelf life of meat products, it turns out consumers
may see a shorter shelf life as a positive attribute, since it suggests a more
who are practicing
natural product. “We think people interested in natural and organic foods sustainable
understand this, and view that as a benefit, not a drawback,” Glenn said. agriculture.
“Luckily for jerky, we can get away without adding preservatives like — Brittany Masters,
nitrates and nitrites pretty easily,” said Kevin Casey, chief executive officer co-founder, Roam Free
and founder of Chudabeef Jerky Co. “The only offset of using [natural]
ingredients is that now our jerky won’t last for two years in a bag, and we’re
perfectly fine with that.”
3 Areas of Opportunity
Capitalizing on convenience: Prioritizing protein: Next-gen storytelling:
Meal kits are perfect for consumers With plant- Telling the story of a cattle farm’s
who want a home-cooked meal but based protein practices is important for brands that
have little time for shopping or food and meat want to resonate with ethical shoppers.
prep, reported Packaged Facts’ alternatives According to David Koretz, co-founder
2018 “US Food Market Outlook” disrupting and CEO at SlantShack, trends are about
report. Additionally, meal kits appeal the market, to take that one step further. “Consumers
to consumers seeking international meat and want products that are more than just
or ethnic flavors, as they can take poultry brands healthy and tasty; they want to be part
the guesswork out of specialized would be wise to communicate of building a better tomorrow,” he said.
ingredients and tricky prep work. the nutritional advantages of That goes beyond educating consumers
Meat and poultry marketers, then, their products. According to about the ethical treatment of specific
can capitalize on this desire for Nielsen, protein content drives farms to also include how brands are
convenience with pre-seasoned cuts double-digit growth in grocery propagating progress in the industry
of meat and poultry in ready-to-cook as marketers in nonmeat overall and “building
formats. SunFed Ranch, for example, categories call out the protein a future of meat
is filling the hole in the market with content of their products. This consumption that
Grass Fed Beef Heat isn’t something meat and poultry eschews industrial
and Serve Entrees brands are doing on a wide scale practices in favor
including Beef just yet. Doing so can take protein of sustainable,
Meatballs in Tomato sales back from meat alternatives, regenerative-
Sauce, Sloppy Joes help drive new meal occasions sourced proteins,”
and Savory Meatloaf throughout the year, and inspire he said.
varieties. meals based on meat and poultry,
Packaged Facts reported.
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Expo Hall November 8 & 9
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WHERE SCIENCE & STRATEGY INTERSECT.
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INNOVATION IN ACTION
APPLEGATE FARMS:
Food Rebels With a Cleaner Cause
by Joanna Cosgrove
W
hat if you weren’t afraid to read an ingredient deck
on a package of hot dogs? It’s an easy-enough Applegate Farms
question, and when Stephen McDonnell asked it Headquarters: Bridgewater, New Jersey
in 1987, the answer led him to found Applegate Farms LLC, a applegate.com
processed meat maker with a mission focused on “Changing
The Meat We Eat ®.”
Headquartered in Bridgewater, New Jersey, Applegate humanely raised with either a vegetarian diet, pasture-centered
produces ultra-clean versions of “craveable” meat products or 100 percent grass-fed,” explained Nicole Glenn, Applegate’s
from humanely raised livestock. The company’s offerings span vice president of marketing and research and development
140 SKUs across nine product categories: hot dogs, deli meat, (R&D). “We’ve also committed to pursuing verification on non-
bacon, dinner sausage, breakfast sausage, breaded chicken, GMO, and currently have more than 30 products that are Non-
grilled chicken strips, cheese and corn dogs. GMO Project Verified, with a goal to verify the whole portfolio by
The company’s commitment to clean label isn’t just tethered the end of 2020.”
to the here and now; it’s broad and innovatively forward- Conventional additives also are eschewed in favor of natural
looking. Its concept of clean label stretches beyond ingredients, and/or functional alternatives. “The primary natural ingredients
all the way back to how its livestock is raised—and there’s we use quite a bit for curing are natural sea salt and celery
always room for improvement. powder or juice,” Glenn said. “We use those so we can deliver
“At Applegate, a clean label means no artificial ingredients on the exceptional taste people expect from products like
or preservatives; no GMO (genetically modified organism) bacon, hot dogs and ham, while avoiding chemical ingredients
ingredients; animals are never administered antibiotics; and are like sodium nitrite and sodium phosphate.”
Mindful Product Development
Applegate’s product line is already expansive, but there’s always room for new products,
providing they meet certain criteria.
“Great taste, or craveability, is a given, but an important threshold for us in product
development is mission—and that comes down to sourcing,” Glenn explained. “Does the
sourcing meet the criteria in progressing the food system? For us, that means raised without
antibiotics and humanely raised.”
The company recently revamped its entire natural cheese line to reflect those standards. But
having high standards also comes with inherent challenges, especially as it relates to sourcing
clean ingredients while simultaneously managing costs.
“The biggest challenge in sourcing clean ingredients is availability, and we are running up
against that on non-GMO,” Glenn said, noting a vast majority of corn and soy (the primary At Applegate, a
components of animal feed) in the United States is genetically modified. “We work around those clean label means no
challenges by having best-in-class research and development and raw supply teams working artificial ingredients
together to investigate the best natural and organic food growing and production practices.”
In terms of a timeline, Glenn said Applegate does its best to streamline the time span
or preservatives; no
separating product ideation and production to delivery of new product to retail. The company’s GMO (genetically
new product development averages one year or less. For instance, Applegate Naturals® No modified organism)
Sugar Bacon went from ideation to development to market in under a year. ingredients; animals
are never administered
Facilitating Informed Consumers
Another of Applegate’s guiding creeds is Real Food Has a Story®. The company puts antibiotics; and are
the motto into practice by conveying an incredible amount of information to its consumers, humanely raised with
including not just where the food comes from, but also how it is produced. either a vegetarian diet,
“We sometimes joke that our package ends up looking a little like a NASCAR vehicle, pasture-centered or 100
because we do want to give our consumers the added assurance that our claims are certified,” percent grass-fed.
Glenn mused.
All Applegate’s products are third-party certified for higher animal welfare either through — Nicole Glenn, vice
Global Animal Partnership or Certified Humane, and that certification includes no antibiotics. president of marketing and R&D,
Applegate Farms
Many of the products also carry the Non-GMO Project Verified seal, and the company’s organic
line is certified organic by USDA.
Applegate pork supplier Trumm Farms discusses best practices for

producing superior products from humanely raised animals.
One of the innovative ways Applegate communicates its
commitment to high-level quality to consumers is Barn Code®. Each
product package features a 12-digit Barn Code that can be keyed
into Applegate’s website to deliver details about the origin of the
product and engaging videos of Applegate farmers. The company’s TIMELINE
website also gives consumers an interactive platform to perform a
comprehensive search for allergens in its products, including peanuts, Applegate
egg, shellfish, wheat, tree nuts, soy, fish and milk ingredients. is founded.
1987
Transparency–with a dash of lighthearted fun—is at the heart
of how Applewood builds its brand awareness. Case in point,
Applegate introduces
Applegate’s What’s In Your Hot Dog?/Cleaner Wiener campaign. “It’s 1993 antibiotic-free
a prime example of blending a message of transparency with some deli meat.
humor,” Glenn said. “It delivers in touting our clean product, but does
so with a smile.” “Clean” deli meat is
2002
taken a step further
She went on to say Applegate is committed to partnering with with the launch
suppliers whose practices embody the four key aspects of its Change of the first widely
available certified
The Meat We Eat mission: no antibiotics; improving life on the farm; organic deli meat.
creating clean, craveable food; and getting more animals out into the
pasture. The company currently supports the efforts of groups like
2006 Applegate debuts an
the National Young Farmers Coalition, the American Society for the upgraded hot dog
made of uncured,
Prevention of Cruelty to Animals (ASPCA), the George Washington organic, 100 percent
University Antibiotic Resistance Action Center and the Savory Institute, grass-fed beef.
to name a few.
rBGH-free
cheese is added 2008
to Applegate’s
product line.
Hormel Foods
2015 acquisition;
conversion of all
beef products to 100
percent grass-fed;
removal of genetically
modified ingredients
(GMOs) from more
than 130 products.
Applegate 2016
introduces its first
products bearing
the Non-GMO
Project Verified seal
and announces its
intent to verify all its
Applegate insists on its products coming from animals on grass, not products.
stuck in feedlot situations.
2017 Applegate receives
verification from the
Non-GMO Project for
its natural and organic
100 percent grass-fed
beef hot dogs.
bacon, sausages,
Today, Applegate’s range of
deli meats, chicken, hot dogs and
cheeses can be found virtually
everywhere, from natural grocers to mass
market and convenience stores, as well as online.
Food
For
Thought
Having high standards can
create inherent challenges
relating to sourcing clean
ingredients while simultaneously
managing costs.
It’s critical that R&D and raw

supply teams work together
to ensure the best natural
“Just recently, we supported the Organic Trade
Association’s (OTA) lawsuit against USDA regarding and organic food growing and
the department’s delay and eventual withdrawal of the production practices.
Organic Livestock and Poultry Practices Rule,” Glenn
said. “The rules would have set defined animal welfare
standards for organic and would have gone a long Using third-party verification
way in bringing reality up to consumer expectations
for certified organic. We were disappointed USDA did and obtaining certifications
not enact the rules, [so we] conducted a campaign to
educate consumers about what was going on.”
emphasizes commitment to
In 2015, Applegate’s successful implementation producing clean products.
of its guiding philosophies caught the attention of
Hormel Foods, which took a shine to the company’s
unique commitment to natural and organic meats, and
acquired the company for $775 million. At the time,
Jeffrey Ettinger, chairman and president and CEO
of Hormel, issued a statement lauding the strength
of Applegate’s brand. He also vowed the company
would go on producing its meat products the same
autonomous way it always had and, with Hormel’s
help, it would have a “faster path to expanded
offerings” in the “high growth” protein category.
Today, Applegate’s range of bacon, sausages, deli
meats, chicken, hot dogs and cheeses can be found
virtually everywhere, from natural grocers to mass
market and convenience stores, as well as online.
The 7th annual SupplySide CPG Editor’s Choice
Awards recognizes innovative finished products in
a variety of categories in the Supplement and Food
and Beverage markets that were launched between
Summer 2017 and by August 22nd, 2018.
2018 SUBMISSIONS
ARE NOW OPEN.
SUBMIT YOUR ENTRY TODAY
To learn more about the SupplySide CPG Editor’s Choice Awards, visit:
https://www.naturalproductsinsider.com/supplyside-editors-choice-awards
INNOVATION IN ACTION
by Ginger Schlueter
Home on the Range:

Roam Free Brings Ready-to-Eat
Bison Meat to Market
W
hat do parachutes and bison have in common?
Everything for Jonathan (Jon) Sepp, co-founder of Roam Free
Roam Free, a brand producing 100 percent native Headquarters: Hot Springs, Montana
grass-fed bison snacks. goroamfree.com
After an adventurous career in the military, testing parachutes,
Sepp did not want the next chapter of his life to be consumed
by a 9-to-5 job. He wanted more, so he decided to pursue one
of his passions … bison. If he could endure the responsibility of “I frequently traveled for work and found it difficult to eat
ensuring parachutes functioned properly, then starting a bison enough protein without compromising on quality and nutrition,”
farm couldn’t be all that hard. The only problems: Sepp had Masters explained. “I started making my own homemade jerky
virtually no experience with bison nor did he have funding. just to take with me on long business trips.”
To combat the issue of funding a bison ranch from the ground During the time Sepp was getting to know Masters, he listed
up, which requires more capital than domestic meats and the ranch for sale in 2016, due to the high cost of producing
has challenging logistics, Sepp worked several jobs. His work and distributing raw bison meat. However, as Masters realized
included part-time construction in Seattle, where he met Brittany she and Sepp had the same passions—healthy eating and
Masters, then a marketing director with an obsession for food animal welfare—she convinced him to give the bison ranch
and natural living. one more try.
Why Bison?
Even during his parachute days, Sepp knew he wanted to
work with bison and when Masters came along, and it was her
passion, too, they decided to create a sugar-free bison meat
snack under the brand name Roam Free.
“’Roam’ represents our commitment to regenerative bison
ranching and ‘Free’ is about our product being free of any
ingredient that isn’t beneficial for the consumer such as soy,
gluten, sugar and synthetic nitrates,” Masters said.
Not only is bison a healthy protein, but the animal plays an
integral part in supporting sustainability.
“Bison is the most nutrient-dense protein on the planet,”
Masters explained, “and raising [bison] on native grasslands is
great for the planet. They’re a keystone species of the American
prairie, so restoring them is essential for a healthy ecosystem.”
Many people don’t realize that 98 percent of bison in Brittany Masters and Jonathan Sepp, co-founders of Roam Free.
existence today are privately owned, Masters said. This makes
ranchers an integral part of the preservation process of not only
the species but the land, too.
“Without the ranchers, bison couldn’t survive,” Masters
asserted. “In our case, for every bison we consume, we can said. This starts with appropriate phrases on packaging to help
invest in growing two more in its place.” customers find the convenient snack on the retail shelf to fit
First and foremost, Roam Free is a regenerative bison ranch. various diets and needs.
Creating an environment that mimics the bisons’ natural Roam Free’s packaging highlights phrases such as “no
habitat and ancient grazing patterns preserves the bison and nitrates,” “no hormones,” “gluten, sugar and carb free,” and
the grasslands, which according to Masters is the No. 1 most “from ranch to shelf,” all of which help customers make a
endangered ecosystem in North America. But, this also ensures quick, informed snack decision. The packaging states not once,
healthy meat for the brand’s customers. but twice, that Roam Free’s Moroccan Heat, Original, Thai Chili
“Our bison eat grass their whole lives right outside our Ginger and Wood Fired Pizza-flavored Bison Bites are sugar-
doorstep in Western Montana,” Masters said. “Because we free, once at the top of the package and again at the bottom
raise our own animals, our customers can trust the integrity of near the net weight label.
the protein.” “We avoid all sweeteners, including those from fruit and
honey,” Masters said. “We think it’s a very important distinction.
Ingredients and Packaging Most grocery items are filled with hidden sugars and for those
To build consumer trust, the concept of brand transparency trying to limit their daily intake, it can be a challenge to find
is huge. Sepp and Masters go to great lengths to ensure their things to eat.”
product is “the healthiest meat snack available and we want So, without sugar, how does Roam Free pack flavor into the
our customers to know exactly what they’re getting,” Masters bison bites? With simple, organic ingredients.
Many people don’t realize

that 98% of bison
in existence today are
28 Food Insider Journal Natural Food Additives on the Rise
privately owned. May 2018
“We add only organic herbs, spices, apple cider vinegar and coconut aminos to our Bison Bites,”
she stated. The dry ingredients—herbs and spices—add unique flavor combinations and act as
natural preservatives. Masters explained apple cider vinegar lowers the pH of the meat, which also
helps with preservation.
She noted every functional ingredient used in Bison Bites has added health benefits. As an
example, she suggested the herbs and spices used are high in polyphenols, which are anti-
inflammatory.
From Dream to Reality and Beyond

Building a bison ranch from scratch not only takes a dream in the heart but sheer determination.
The actual build of Roam Free’s ranch started approximately four years ago; establishing a new,
holistically managed ranch takes extreme planning and time to build. And, as far as the bison is
concerned, Masters said maturing a healthy herd on grass takes twice as long and more than 100
times the amount of land than bison produced on feedlots.
“Our proudest moment was the completion of our 300-acre bison ranch,” Masters said. “Jon
saved for over 10 years while serving in the Air Force to afford enough land to build the ranch and
stock it with our first bison.”
Once the ranch was established and healthy bison were roaming free, Sepp and Masters ran into
perhaps their biggest obstacle during the product development phase of Bison Bites—the cost of
ingredients. Masters explained that in general, retailers price meat products based on weight rather
than nutrient density. She believes this encourages manufacturers to add fillers and less nutrient-
rich ingredients to lower costs.
“For us, avoiding sugar and cutting the bison with domesticated meat was a major challenge,”
Masters shared. “Sugar adds flavor and weight, as does low-cost meat, which increases yield.”
Ultimately, Sepp and Masters decided to include more of the higher-priced ingredients, starting
with the use of 100 percent bison meat. Discerning customers responded favorably.
Currently, Bison Bites are sold on Roam Free’s website,
Amazon, and at several boutique retail stores and Food
For
premium organic grocers. But growth is on the horizon.
This summer, Roam Free’s ranch will be expanding to
more than 10,000 acres to accommodate a greater
reach into retail. Sepp and Masters believe the increased
acreage and footprint will help them better align with
partners who share their values.
Thought
Once the expansion is completed, “we can bring
more bison to more people,” Masters declared. “We
are also planning a fresh and frozen Roam Free meat
line—for customers who want to do their own grilling and
cooking—and developing more flavors.”
Focusing on healthy
In the meantime, Sepp and Masters will continue eating, animal welfare
their organic marketing approach by attending events,
blogging and posting images on Instagram, all to continue
and sustainability helps
developing a relationship with their customers. Although brands connect with
this method of customer acquisition can be slow and
costly, they believe educating customers as to where their customers who want
food comes from helps develop trust. to know how their food
“The time we spend to make interpersonal connections
wins customers for life,” Masters commented. is sourced as well as
In addition to marketing efforts, Sepp and Masters
are dedicated to preserving an ancient species, bison,
where it comes from.
restoring native grasses to prairie lands and sequestering
carbon. They feel this is how their company gives back.
“The Roam Free ranch is currently located within
Transparency in
the confines of the Flathead Indian Reservation, so we relationship building
also make it a point to donate bison to the tribal elder’s
food program,” Masters said. This type of giving further
and food sourcing
solidifies the efforts of Sepp and Masters to honor this fosters trust between
once plentiful natural resource.
brands and consumers,
creating long-time, loyal
customers.
Using the correct type

of phrasing on product
packaging can help
customers quickly
choose convenient
snacks that fit their
needs.
CONTACTS
Food Insider Journal EDITORIAL

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Food Insider Journal focuses on Judie Bizzozero ....................................... judie.bizzozero@informa.com
clean label strategy and formulation, Content Marketing Manager
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exploring how the shift to simple and
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Melissa Kvidahl Reilly
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Clean Label Strategy & Formulation

Brought to you by: Natural Products INSIDER

Clean Label Strategy & Formulation

Cleaning Up Food Additives

Total Growth % consumers indicating attributes are very important

% consumers indicating they would like to get Growth

Pesticides 51% -7%

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Avoiding in Better-For-You Foods, by Generation, June 2016

The Generational Influence

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by Melissa Kvidahl Reilly

Photo credit: Arcadian Organic & Natural Meat Co.

It’s in the organic segment, though, where consumer interest

We don’t really find that anything drops from

Pederson’s Natural Farms brings bacon to market made with pigs

17 Food Insider Journal Natural Food Additives on the Rise

For the most part, it

WHERE SCIENCE & STRATEGY INTERSECT.

...AND MOST IMPORTANT?

Applegate pork supplier Trumm Farms discusses best practices for

It’s critical that R&D and raw

Home on the Range:

Many people don’t realize

From Dream to Reality and Beyond

Using the correct type

Clean Label Strategy & Formulation

Food Insider Journal EDITORIAL

PUBLISHED BY INFORMA EXHIBITIONS LLC

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17 Food Insider Journal Natural Food Additives on the Rise