CONCLUSION

The natural foods industry is important because it can change the way we eat, clean, and consume for the better. This means we need more people like you creating innovative products.

By now I hope you will be able to navigate through the incessantly changing waters of the highly competitive retail world. I do hope that from my hard-won experience you have learned what it takes to avoid common entrepreneur mistakes—and win.

Let me leave you with this: Your journey doesn’t end when the product hits the shelf. Instead, it’ll always be the beginning because you must continually reinvent your product line, appeal, and approaches in order to become—then remain—undeniable.

I look forward to seeing your product in the store and in my cupboard.