The Natural List

Jessica Rubino and Adrienne Smith
  • 5.0 (8)
  • Health & Fitness
  • Updated Semiweekly

A New Hope Network podcast covering hot products, emerging trends and expert insights driving the future of CPG! Seaweed burgers and meatless meats. Mushroom elixirs and adaptogenic mocktails. Plastic-free packaging and waterless shampoos. The nearly $300 billion-dollar natural products industry is swimming in innovation. But which products and trends have staying power? During this podcast, co-hosts Jessica Rubino and Adrienne Smith share the latest industry news and the most compelling and (sometimes off the wall) innovations that are primed to transform the CPG industry and support a global shift toward healthier, more sustainable living.

  1. 3d ago

    Retail execution strategies for CPG brands

    We’re heading back to Anaheim with this episode of The Natural List Podcast! Inside the Natural Products Expo West Content Creation Studio, host Adrienne Smith, director of content at New Hope Network, interviewed Daniel Quinones, founder of Front Page Retail. Though this episode was recorded earlier this year, the discussion offers a valuable perspective for CPG brands navigating a complex industry. The two talk all things retail strategy, including the importance of treating retail as an ecosystem rather than merely a sales channel. Adrienne and Daniel both agree on the importance of authentic storytelling for connecting with consumers in person and online. This episode is a great resource for CPG brands navigating the complexities of retail execution. Daniel offers perspective honed from 6+ years in the industry on being strategic about where to deploy support, understanding that not every opportunity warrants investment and recognizing when walking away is the right business decision. Front Page Retail has experience with brands of all sizes, from emerging local companies to high-growth engines like Olipop and Organic Valley. Above all else, this interview highlights the power of authentic storytelling and the value of outsourcing to experts when it really matters. Thank you to our sponsor GnuSante! In this episode: 0:08 – Welcome to our guest, Daniel Quinones, founder of Front Page Retail. 0:39 – Daniel shares about his background and how he started his business. 2:51 – Front Page Retail has experience delivering results for brands of all sizes. 4:10 – Retail execution strategy is the brand’s bread and butter. 5:30 – Daniel has his finger on the pulse of CPG trend cycles. 7:06 – Daniel has a sixth sense about which brands will go far in the industry. 8:13 – Adrienne asks: What is the biggest piece of advice you would give a brand? 8:52 - Adrienne’s biggest piece of advice is to lean into your story. 10:30 – Daniel’s offers his advice to emerging brands.

  2. Sep 16

    Trust matters more than the channel in retail strategy

    We welcome Erika Craft back to the podcast in this episode of The Natural List! Co-hosts Adrienne Smith and Jessica Rubino talk with Erika Craft about the evolving landscape of supplement retail channels. We know consumer shopping behaviors are fundamentally shifting across natural retail, e-commerce, practitioner channels and more, not to mention and the explosive growth of TikTok Shop. In this episode, the trio examines why traditional channel silos are breaking down, and Erika shares insight into the "halo effect"—where sales in one channel drive discovery and purchases in others. No matter the channel, no matter the product, all three agree that trust is the most important factor to build in your brand, even as consumers increasingly research products across multiple platforms before making purchases. This conversation isn’t all data. The hosts engage Erika in an honest discussion about what it takes for brands to succeed in today's omni-channel environment, highlighting the need for authentic influencer partnerships to the critical need for basic brand readiness (yes, including having ingredient lists on your website!) If you’re a supplement brand strategizing your next move, a retailer wondering how to compete with digital channels or simply curious about where the industry is headed, this episode breaks down the daunting topic with our hosts' signature blend of expertise and personality. Plus, you'll finally understand the difference between having a TikTok presence and actually selling on TikTok Shop—a distinction that's more important than you might think. Enjoy our vodcasts here or on YouTube. Prefer to tune in via podcast? Join us on Spotify or Apple Podcasts. Thank you to our sponsor GnuSante. In this episode: 0:35 – Lip balm round robin: Does tallow on your lips count as protein? 4:34 – Do we need to reconsider how we talk about ‘channel strategy’? 6:27 – Thank you to our sponsor GnuSante. 7:21 – Erika describes the ‘halo effect’ and how it impacts different channels. 9:00 – The channel of discovery is not always the channel of purchase. 9:15 – Trust and education is a highlight of the natural channel. 13:00 – Breaking down when in-store shopping is preferred. 14:50 – Tips for brands to create a positive experience across channels 15:35 – We can’t forget about foundational experiences online. 16: 42 – Brands should lean into trust and transparency amidst the influx of brands unprepared to enter the market. 18:55 – Supplement companies are becoming more intentional and dialing into who their consumers are. 20:28 – Many brands that began in the practitioner channel are seeing growth now that they’re moving to ecommerce. 23:21 – Erika’s take on the natural and specialty channel’s current trajectory. 25:29 – Accessibility of practitioner brands on and e-commerce brands is helping them grow. 26:30 – Consumers are seeking out all types of support, which shifts spending dynamics into different channels. 28:00 – Having a TikTok account is different than having a product listed on TikTok Shop; both are valid, but with different goals. 28:40 – TikTok Shop owns the social commerce selling space. 29:56 – Subscribe to NFM for more retail-focused insights and reporting. 31:32 – Erika answers: Should your brand be on TikTok Shop? 32:17 – Utilizing creators instead can be a powerful growth driver for brands wanting to improve their social presence. 34:50 – There’s a huge opportunity in dollars when utilizing TikTok shop. 35:39 – It all comes back to trust, no matter the platform you’re on.

  3. Sep 9

    The peptide industry, explained

    Did someone say peptides? This episode of The Natural List Podcast features special guest Devon Gholam, PHD and editor at SupplySide Supplement Journal, to provide a comprehensive exploration of peptides in the natural products and supplement industry. The peptide market is projected to grow from $4 billion in 2026 to $6 billion by 2030, so it’s safe to say the best time to learn about peptides was yesterday, and the second-best time is right now. Together, Jessica Rubino, Adrienne Smith and Devon Gholam will demystify what peptides are—short chains of amino acids that serve as building blocks between individual amino acids and full proteins—and examine their growing presence across pharmaceuticals, dietary supplements and functional foods. Both peptide newbies and industry experts will find something to take away from this episode as Devon delves into the safety considerations surrounding peptides, particularly the risks associated with non-FDA-approved injectable peptides versus oral supplement forms. The discussion offers practical guidance for consumers and formulators on selecting quality peptide supplements, and industry professionals will appreciate the discussion on responsible marketing and the need for gold-standard clinical trials. Looking ahead, our hosts also ask Devon to think about the possibilities for the peptide market’s growth. She predicts continued innovation in metabolic health applications and the potential for peptides to become a defining category in both pharmaceutical and natural products industries. Thank you to our sponsor, GnuSante! In this episode: 0:40 – Meet Devon Gholam, PHD, editor at SupplySide Supplement Journal 1:10 – Why peptides are everywhere right now and what you need to know 2:07 – The peptide market is exploding: $4B to $6B by 2030 3:03 – Thank you to our sponsor GnuSante. 3:40 – Peptides 101 5:13 – Natural, synthetic or fermented? Breaking down peptide sources 5:48 – Why consumers are confused about peptides and why it matters 8:52 – The hidden dangers of "research use only" injectable peptides 10:03 – Can the supplement industry lead the way in peptide education and safety? 12:30 – Alarming survey: Half of patients admit using non-FDA-approved peptides 14:50 – GLP-1s and metabolic health: Supplements vs. pharmaceuticals 16:54 – Clinican validation is non-negotiable for peptide products 17:24 – Stay informed with Natural Foods Merchandiser (NFM). 18:20 – Nuritas is using AI to identify bioactive peptides in plant proteins with pre-clinical and clinical trials to prove efficacy. 19:23 – Plot twist: You're probably already using peptides (hello, collagen!) 21:40 – Crystal ball time: What's next for peptides in supplements? 23:30 – Are peptides just a flash in the pan, or here to stay? 25:35 – Consumer safety tips: What to know before you buy 26:34 – Industry insider advice: Best practices for peptide brands 28:00 – Connect with Devon on LinkedIn and dive deeper into peptide research in SupplySide Supplement Journal.

  4. Sep 2

    Jessica’s favorite clean baby products and the suprising power of CPG ecosystems

    In this special episode of The Natural List, new mom Jessica Rubino shares some of her favorite baby care products that made the cut as a first-time mother. Something she didn't expect? Falling in love with useful subscription-based products, being influenced by a diaper influencer (yes, they exist!) and how heavily she leaned on trusted networks and word-of-mouth. It truly takes a village to raise a baby! Jessica and Adrienne's conversation reveals how person-to-person recommendations and strong community ecosystems have become such powerful marketing tools in baby care. New parents rely heavily on trusted networks to navigate an overwhelming landscape of options. This episode highlights how brands that thoroughly serve their customers' needs, whether it be innovative packaging solutions (like spray applicators) or developmentally appropriate delightful toys, are capturing market share and building fierce customer loyalty that translates into repeat purchases and enthusiastic recommendations. Listen to this episode for a full download of Jessica's baby care essentials and her unexpected pregnancy and postpartum necessities! Thank you to our sponsor, GnuSante. Enjoy our vodcasts here or on YouTube. Prefer to tune in via podcast? Join us on Spotify or Apple Podcasts. In this episode: 2:10 - Diaper influencers exist, and they work! 2:53 – Coterie is the clean diaper subscription service Jessica’s family decided to use. 3:32 – This is Jessica’s first foray into a CPG subscription model. Spoiler: she loves it! 3:58 – Thank you to our sponsor GnuSante. 7:07 – Lovevery, a stage-based toy brand for your child’s developing brain, is also a subscription-based company with B-Corp certification and big sustainability, reuse goals. 8:50 – The Honest Company is a clean baby product company with multiple fragrance-free SKUs. 9:56 – Jessica has enjoyed seeing innovation in baby products, where products clearly solve problems, like The Honest Company’s spray-on zinc oxide diaper cream. 10:48 – Babo Botanicals carries an EWG-certified and USDA Organic baby balm that Jessica loves. 12:31 – Sign up for Natural Foods Merchandiser to stay up to date on retail CPG trends and more. 14:05 – Jessica’s biggest pregnancy and post-partum essential is Ultima Electrolytes. 16:03 – Jessica highlights strong networks and a strong social presence to reach new parents and moms when they’re searching for their “village”! 16:35 – Adrienne and Jessica are looking forward to Gigi being able to eat solids so she can eat so many of our favorite brands like Bari Baby Food, Once Upon a Farm, Serenity Kids and more! 16:58 – Gigi is already building a sophisticated palate.

  5. Aug 26

    New CPG trends from the Newtopia Now 2026 show floor

    Fresh off the show floor, we’re talking about new CPG trends from Newtopia Now! Newtopia Now is the destination for emerging CPG and natural product brands! This was our third year hosting the show in Denver, and it did not disappoint. Hosts Jessica Rubino and Adrienne Smith are joined by Nancy Coulter-Parker, director of sponsored content at New Hope Network, to discuss the trends and products that caught their eyes. Functional beverages with subtle, natural flavors and innovative ingredients like fermented Reb-M sweeteners, Kana and trace minerals caught our editor’s eyes. Women's health products were everywhere, from truly 100% cotton period care to products supporting menopause, perimenopause, and cycle-specific needs with targeted formulations. Ancient grains resurging in bars, pastas and porridges, with Adlai pearls positioned as "the next quinoa" Ayurvedic ingredients like ashwagandha, shatavari and holy basil moving into mainstream supplements and products. Gut health is continuing its crusade with fermented elixirs, and unexpected flavor profiles like dill everything! Purpose-driven brands like Dr. Bronner's and Alter Eco demonstrate how regenerative practices can be profitable. Tune into this episode of The Natural List for all of these trends and more from the show floor at Newtopia Now 2026. Thank you to our sponsor GnuSante. In this episode: 0:42 – Hosts chat about favorite parts of Newtopia Now year three. 1:11 – We’ve gotten feedback that exhibitors and retailers have been connecting all over the show floor, thanks to the cozy, connection-heavy setup of this show. 2:47 – The quality of brands, products and stories behind the positioning has impressed our editorial team. 3:12 – Across all three neighborhoods we noticed clean, simple packaging stood out. 4:46 – Let’s talk trends! 5:10 – Functional beverages are always one of our favorite parts of the show. We saw subtler flavors, innovative and branded ingredients plus still lots of sparkling bevvies. 8:00 – Gut health is still king. We saw kimchi, gut elixirs and other fermented products. 9:00 – Dill everything is a big trend! 9:20 – Our team noticed more specific, intentional ingredients in the spotlight instead of blends. 9:30 – Ayurvedic ingredients are showing up in supplements like shatavari, holy basil and ashwagandha. 11:15 – Jessica posits that Ayurveda was the original “personalization” trend! 11:30 – Classic, simple and traditional natural products are having a resurgence, in line with our trend predictions from last year. 12:41 – Women’s health product innovation is happening! 13:20 – Personal care trends: menstrual care that is truly 100% organic cotton, skincare with ingredients more hydrating than water and sun care with natural colors and scents. 15:55 – We saw more products featuring fragrances and scents to support the olfactory senses during self-care routines. 16:32 – Jessica predicts flavor and scent innovation will keep blooming! 17:22 – Innovation in natural deodorant that… actually works? 19:00 – Jessica shares advice for first-time exhibitors. 1) Talk to everyone, not just retailers! 19:31 – 2) Step outside of your comfort zone. 19:43 – 3) Get really focused feedback; now is the time to refine! 21:21 – Adrienne and Nancy were impressed with the pet food innovation; brands Pezi and Whole Animal included human-grade ingredients and wagyu lung pet treats, respectively. 24:25 – We couldn’t get enough of Gato dates. Dates are still strong! 25:15 – Adrienne calls it: Adlai pearls might be the next quinoa. 26:41 - Dr. Bronner’s, Alter Eco and Ancient Nutrition are leading the way to show how purpose-driven companies can be profitable. We love to see them at Newtopia Now to celebrate and uplift the other brands at the show. 27:50 – Adrienne’s pick: Tozi Superfoods blue corn and amaranth tortillas. 28:30 – Multiple ancient or heritage grains popped up at the show don’t seem to be going anywhere soon! 28:51 – The Posana bar and Beni Bites bars were bringing global flavors to the bar category. 29:58 – We loved the brand Shooka, a shortcut to making shakshuka. 30:55 – Nutrient-dense convenience was trending, per our trend predictions last year! 31:41 – Stay tuned for more coverage of Newtopia Now on newhope.com!

  6. Aug 17

    Trends we can’t wait to see at Newtopia Now

    It’s finally time for Newtopia Now 2026! Pack your bags and join us in Denver this week for the third year of the show. Adrienne, Jessica and special guest Meredith iscuss the products and trends they’re most excited to see in Denver this week. This year Newtopia Now has 400 exhibitors on display. Close to half of those are first-time exhibitors, and often, these are totally new-to-market ideas or brands who have never exhibited before. That means attendees will be among the first to find these new products! Our guest is particularly excited about the innovations happening with organic meat, “second wave” functional beverages, Asian flavors and products formulated around hormonal health. Listen to this episode for a preview of what’s to come at Newtopia Now this week, and stay tuned for more in-depth trend reporting after the show. Thank you to our sponsors, GnuSante and Zego! In this episode: 0:30 – Adrienne recaps her trip in Spain, Meredith recaps her trip to Kazakhstan and Kyrgyzstan.2:11 – Sea Buckthorn Juice is having a resurgence! We’ll see it at Newtopia Now.3:04 – Thank you to our sponsor Gnubees.3:43 – Adrienne, Meredith and Jessica share the products they are looking forward to seeing at Newtopia Now this week!4:00 – We have over 400 exhibitors this year, and close to half of those are first-time exhibitors! Often, these are totally new to market ideas or first-time exhibiting at any show.4:48 – Meredith wrote an article with 30 products that will be launching at Newtopia Now in the Natural Foods Merchandiser magazine this week!5:14 – Meredith was inspired by the brands bringing Asian flavors to the market across categories.6:28 – Innovation in the “bar” category is here!8:05 – Popcorn innovation?8:23 – Subscribe to Natural Foods Merchandiser for updates and deep-dives on CPG products and trends.9:17 – Beverage trends include sodas sweetened with honey.11:13 – Kava is coming to CPG products after making its way from12:22 – A new ingredient Meredith has never seen in CPG before,“Kanna,” is a plant from South Africa and fits into the NA trend.13:39 – We are seeing Ayurveda, and Ayurvedic ingredients, being mainstreamed.13:51 – Meredith is excited to see more functional beverages that are formulated for women’s hormonal health.14:07 – Lil Melts beef tallow cubes take a popular ingredient and package it in an innovative format.15:00 – Ribbonwire Ranch: doing incredible things by offering a 100% organic beef stick17:57 – Personal Care trends: The CRIA haircare line is formulated for peri, pre- and menopausal scalps.19:06 – Sunscreen innovation: Scented mineral-based sunscreen, brands utilizing tallow in the ingredient list.20:49 – How do we define the wellness category? It may have changed a bit.21:12 – Ulta’s foray into wellness is one example of how this “trend” is now a mainstay for consumers.22:19 – There’s still time to register for Newtopia Now!26:37 – “Swellness,” a term coined by Adrienne Smith in 2022, with mixing supplements and overall wellness.27:00 – We’ll see you at Newtopia Now!

  7. Aug 12

    As predicted, bone broth is a CPG powerhouse

    There’s a boom in the bone broth business – say that five times fast! Host Adrienne Smith talked with Sam McBride, Kettle and Fire CEO and founder of Colter Ventures, about Kettle and Fire’s role in innovation in building out this category. The New Hope Network editorial team predicted that broth would be a big trend in our 2026 CPG trend predictions, and wouldn’t you have it, we were right! Sam and Adrienne discuss ways to use bone broth besides drinking it, where the category is headed and why the current iteration of wellness, along with trends like high-protein and nutrient-dense foods, fit nicely into what bone broth has to offer the natural products consumer. Enjoy our vodcasts here or on YouTube. Prefer to tune in via podcast? Join us on Spotify or Apple Podcasts. Thank you to our sponsor GnuSante. In this episode: 0:39 – We predicted bone broth as a trend in Fall 2025, and Kettle and Fire is a pioneer in this category! 1:15 – Welcome to our guest, Sam McBride, Kettle and Fire CEO and Founder of Colter Ventures. 1:28 – Thank you to our sponsor GnuSante. 2:38 – Sam and his family are bone broth connoisseurs, always looking for more ways to incorporate it into their diets. 6:15 – This could be a podcast just about bone broth recipes. YUM! 6:27 – Kettle and Fire Maui Nui Venison Bone Broth won a 2026 NEXTY award for Product Design and Storytelling. 6:55 – There's still time to register for Newtopia Now, happening next week in Denver! 9:00 – Kettle and Fire has four regenerative products: beef, chicken, Maui Nui venison, and bison. 9:30 – Sam shares more about Kettle and Fire's quality sourcing story and how it impacts the brand's sustainability evolution. 11:32 – Are consumers actually understanding the benefits of regenerative products? 14:22 – Sam thinks folks might be boiling health and wellness down to, "What is the highest quality item I can put in my body?" 15:38 – Adrienne asks the hard-hitting questions: What is trending in the bone broth category? Where is the category headed? 16:52 – What kinds of consumers are entering the bone broth category? 19:02 – Bone broth hits on the "what's old is new" trend that Jason Buechel and Mark Bittman discussed at Expo West this year. 19:54 – Subscribe to NFM for industry-leading products, trends, and data insights. 20:43 – Sam shares his forecast for the next iteration of the food industry. 25:19 – Kettle and Fire has spent the past few years building its supply chain so the brand can scale to meet demand. 27:22 – What's next for Kettle and Fire's innovation? Stay tuned to find out!

  8. Aug 5

    Create lasting CPG brands with data, human-centric storytelling

    Join Bill Giebler and Jessica Rubino for this episode of The Natural List as they bring the most important conversations from NBJ Summit 2026 to the broader health and nutrition community. The insights from this event have implications for every corner of the sector. From the explosive rise of social commerce—which added $1 billion to the e-commerce channel this year—to the promise and pitfalls of AI in personalization and the practitioner channel, Bill and Jessica explore what these shifts mean for brands navigating a rapidly evolving landscape. This episode distills the strategic thinking that will shape the industry's next chapter. Bill's key takeaway says it all: Stay curious, stay open, and lead with integrity backed by data—because the next disruptor is already on the horizon. 🔗 LINKS & RESOURCES: Register for Newtopia Now (August 18-20, Denver, CO): https://www.newhope.com/events/newtopia-now Subscribe to Natural Foods Merchandiser: https://www.newhope.com/natural-foods-merchandiser 💼 CONNECT WITH OUR SPONSORS: GnuSante: https://www.gnusante.com/en-us 👥 CONNECT WITH THE HOSTS: Connect with Jessica Rubino: 🔗 https://www.linkedin.com/in/jessica-rubino-04a60744/ Connect with Bill Giebler: 🔗https://www.linkedin.com/in/bill-giebler-69a7702a/ 📩 GET INVOLVED: If you want to be a guest on The Natural List, or are interested in becoming a sponsor, please email us at thenaturallist@newhope.com. For more information like this, check out our website: newhope.com #NaturalProducts #CPG #HealthAndNutrition #NBJSummit #SocialCommerce #AIinHealth #Supplements #TikTokShop #Peptides #BrandStrategy #NewHopeNetwork #TheNaturalList

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About

A New Hope Network podcast covering hot products, emerging trends and expert insights driving the future of CPG! Seaweed burgers and meatless meats. Mushroom elixirs and adaptogenic mocktails. Plastic-free packaging and waterless shampoos. The nearly $300 billion-dollar natural products industry is swimming in innovation. But which products and trends have staying power? During this podcast, co-hosts Jessica Rubino and Adrienne Smith share the latest industry news and the most compelling and (sometimes off the wall) innovations that are primed to transform the CPG industry and support a global shift toward healthier, more sustainable living.

Information

  • Creator
    Jessica Rubino and Adrienne Smith
  • Years Active
    2023 - 2026
  • Episodes
    150
  • Rating
    Clean
  • Copyright
    © Copyright 2026 Jessica Rubino and Adrienne Smith
  • Show Website
    The Natural List

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