As the natural wellness market becomes increasingly crowded, established brands with a long history and a diverse product line may hold a competitive edge. ORGANA International, a company rooted in plant-derived minerals and natural wellness since 1997, is leveraging its nearly three decades of experience to break into broader retail channels. The company's CEO, Larry Mills, is set to participate in the ECRM Vitamin, Weight Management & Sports Nutrition Session from Sept. 14-17 in Palm Beach Gardens, Florida, where he will meet with buyers from major health, specialty, food, drug, and mass retail channels.
Rather than launching a new brand or a single-product pitch, ORGANA arrives with a portfolio that has evolved over the years to include plant-derived minerals, liquid oxygen, herbal wellness products, topical creams, and its new Mineral Shots. The latter are packaged in a colorful point-of-purchase display designed for high-traffic retail locations, ready for merchandising. "We've been doing this for a long time, and we've learned a tremendous amount by listening to our customers and continuing to evolve the ORGANA product line," said Mills. "What excites me about ECRM is the opportunity to sit down with retailers, tell them who we are, show them what we've built, and explore where ORGANA might fit with their customers."
The company's participation comes as it seeks to expand its U.S. retail presence beyond its existing online channels, including its Amazon storefront and on OneLavi.com. The breadth of the product line positions ORGANA to discuss more than just individual products; Mills plans to introduce buyers to the company's holistic approach to wellness, its history, and how different products could complement a retailer's existing assortment. "Every retailer is different," Mills noted. "We're not going into ECRM assuming one product or one approach is right for everyone. We want to understand what buyers are looking for and have meaningful conversations about where ORGANA could make sense."
The retail wellness landscape has shifted significantly since ORGANA's founding in 1997. Consumers now face a plethora of choices and have greater access to information, leading to increased interest in ingredient sourcing, plant-derived nutrition, and convenient formats. This shift has opened new opportunities for brands that can clearly communicate their differentiators. ORGANA has responded by emphasizing consumer education on topics like soil health, nutrient density, and fulvic minerals. "Today's consumers ask questions," Mills said. "They want to understand ingredients and why they're choosing one product over another. We believe education and transparency are increasingly important parts of building a wellness brand that consumers can trust."
As ORGANA enters its ECRM meetings, its products are already available nationwide through Amazon and OneLavi, providing a foundation for consumer discovery. The company sees ECRM as a pivotal step in its growth strategy. "ECRM is about what comes next for ORGANA," Mills added. "We've built the company steadily over the years, and we're excited about the opportunity to meet new retail partners and introduce ORGANA to many more consumers."
