New Naturally Network chapters support emerging CPG brands across the countryNew Naturally Network chapters support emerging CPG brands across the country

Naturally Network had a momentous 2024, marked by growth and evolution. The national nonprofit—launched in 2019 to provide a central hub for the many Naturally chapters popping up nationwide—significantly expanded its size, impact and ability to support natural and organic food businesses in distinct geographical areas throughout the U.S.

Among the changes, Naturally Boulder, the flagship Naturally chapter founded in 2005, merged with Colorado Food Works to become Naturally Colorado. Farther west, two existing chapters, Naturally Bay Area and Naturally North Bay, coalesced into Naturally NorCal.

The network also welcomed two totally new chapters, bringing the total to 11. Both Naturally Seattle and Naturally Wisconsin were established last year, following substantial grassroots initiatives.

Before any new chapter can form, there is an in-depth application process, a long vetting period and several requirements that must be met, says Debi Goldman, executive director of Naturally Seattle, who spent the last few years establishing and shaping Naturally Network.

First off, the desire and effort “has to grow from the ground up,” Goldman says. “Wherever anyone wants to bring a chapter, it has to come from within to show that there is a need and community. Naturally Network is there to make sure they are financially stable, leadership stable and sustainable.”

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The network also sponsors Naturally Rising, formerly called Pitch Slam. The live pitch competition now shakes down at Newtopia Now, with the winners of the individual chapters’ pitch events vying for the national title August 20 to 22 in Denver, Colorado.

Here’s a look at three newly merged or launched Naturally chapters and what each has in store for 2025.

A gathering of the new, blended Naturally NorCal, which formed last year. Credit: Naturally NorCal

Naturally NorCal

When Naturally Bay Area debuted in 2018, it was the first regional affiliate of Naturally Boulder, predating even Naturally Network. Then in 2021, North Bay Food Industry Group, a similar organization that began back in 2013, rebranded as Naturally North Bay and joined the Naturally Network.

After a few years of operating in tandem, the Bay Area and North Bay chapters officially merged into Naturally NorCal last year. Members of each chapter automatically belong to the new organization.

“The merger represents a strategic consolidation to create a more robust platform to serve the region’s thriving food, natural products and mission-driven business community,” says Jill McLewis, executive director of Naturally NorCal. “Our combined strength will allow us to better support entrepreneurs at every stage, from startups to established brands, while fostering the collaborative spirit that makes Northern California unique.”

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Naturally NorCal has a lot planned for 2025, says McLewis, including hosting a virtual education series about leveraging AI to drive CPG businesses forward. The group also has seven bimonthly or quarterly Forums, peer-networking groups connect professionals in similar roles at CPG companies, “from the production floor to the C-suite,” she notes.  

The organization’s entrepreneur competition, Naturally Rising NorCal, is slated for May 8 in San Francisco, California. This event will also celebrate the official launch of Naturally NorCal.  

Founding members of Naturally Seattle meet in the fall of 2024. Credit: Naturally Seattle

Naturally Seattle

As an agricultural heavyweight and hub for tech and global trade, the Pacific Northwest was ripe for its own Naturally chapter.

“Microsoft, Amazon and Starbucks—those tend to take dominance over everything else that Washington and the Pacific Northwest produces,” Goldman says. “It’s often overlooked that we grow a large percentage of agriculture for the entire U.S.—apples, feed and more.”

Initially, a group came forward wanting to launch Naturally Northwest, but the network told them that was too broad. “It’s meant to be community chapters, and Seattle is very different from Portland or Idaho,” Goldman says. “But it’s all Pacific Northwest, and there is nothing like this up here, so we steered them toward getting a leg on the ground in Seattle and then bringing in the rest.”

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With its new direction, the group got busy advocating. “They couldn’t use the Naturally brand assets yet for legal reasons, so they created Bring Naturally to Seattle and made their own little logo,” Goldman says. “They created quite a momentum of potential members and raised money to start the chapter, hire an executive director, pay for events, etc.”

Eventually, after all parameters were met, Naturally Seattle got the green light. Notably, name aside, companies based throughout Washington, Oregon and Idaho are invited to become members and compete in Naturally Rising Seattle on June 4.

“Our first year is going to be focused on building membership, partnerships and community—there are lots of connections to be made,” Goldman says. The group is also doing monthly CPG Connect sessions, she adds, and “working hard to create a great pitch competition.”

Naturally Wisconsin hosted food and farm business folks at its kickoff celebration on Feb. 27 at Pasture and Plenty in Madison. Credit: Naturally Wisconsin

Naturally Wisconsin

Sarah Larson, director of the Food Finance Institute (FFI) at the University of Wisconsin-Madison, started exploring a partnership with the Naturally Network in early 2023. With FFI providing finance-forward training, coaching and consulting for food and farm businesses, she saw an excellent opportunity to launch a statewide Naturally chapter within a university setting, much like neighboring Minnesota had.  

Larson then spent 2023 gathering consensus from the FFI team and Wisconsin stakeholders.  “There was resounding support for an effort to highlight Wisconsin natural category players from farm to fork,” she says.

According to Larson, Wisconsin is the seventh-largest producer of organic products in the U.S., second in number of farms certified organic and home to leading natural brands like Organic Valley, Go Macro, RP’s Pasta and more.

“Wisconsin has been living the spirit of Naturally Wisconsin for decades, with farms, ingredient and packaging suppliers, retailers and a consumer base that actively chooses natural products, Larson says. “This banner is a rallying cry to our local ecosystem partners to support each other and to increase their commitment to natural and sustainable practices.”

After a long application process and period of organizational development, Naturally Wisconsin was welcomed into the Naturally Network last July. Next, FFI hired a food brand manager, Jamie Valenti-Jordan, to serve as Naturally Wisconsin’s executive director. It also formed an advisory committee and officially launched the organization at its Food Finance Forum and Expo in September. Naturally Wisconsin then held its official kickoff event on Feb. 27, drawing more than 50 Wisconsin entrepreneurs, investors, brands, farmers, retailers and industry experts.

On tap for 2025? “Naturally Wisconsin will travel to all corners of the state to engage the full natural products ecosystem,” Larson says. “We will have a few lowkey meetings focused on developing authentic connection, shared values and networking. June in Wisconsin is beautiful, and we are planning a family picnic outdoors at a local small farm, where we’ll grill brats, drink beverages, enjoy local cheese curds and play field games—this is authentically Naturally Wisconsin.”

Larson says more farm, ingredient supplier, analytical lab and brand site tours are slated. The new chapter will host a Naturally Rising pitch slam in May and will present opportunities for members to exhibit at this year’s Food Finance Forum.