ORGANA International Expands Retail Presence at ECRM Session

For nearly three decades, ORGANA International has built its business around plant-derived minerals, natural ingredients, and wellness products designed to become part of consumers' everyday routines. Now, the company is looking to bring that experience to a broader retail audience. ORGANA International CEO Larry Mills will participate in the ECRM Vitamin, Weight Management & Sports Nutrition Session, Sept. 14-17 in Palm Beach Gardens, Florida, where he will meet with buyers representing major health, specialty, food, drug, and mass retail channels.

Rather than introducing a newly launched company or a single-product brand, Mills will arrive at ECRM with a business that traces its roots to 1997 and a portfolio that has expanded over the years to include plant-derived minerals, liquid oxygen, herbal wellness products, topical products, and other natural formulations. "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."

ORGANA's participation comes as the company works to expand its U.S. retail presence and introduce its products to consumers beyond its existing online channels. The company's portfolio includes ORGANA Fulvic Acid Trace Mineral Drink, Liquid Oxygen, Essiac Tea, magnesium creams, and its new Mineral Shots, which are packaged in a colorful point-of-purchase display designed to give retailers a highly visible, ready-to-merchandise format for counters, shelves, and other high-traffic locations. That breadth gives ORGANA an opportunity to discuss more than an individual product during its ECRM meetings. Mills plans to introduce buyers to the company's broader approach to wellness, its history, and the potential for different ORGANA products to complement a retailer's existing assortment.

"Every retailer is different, and that's one of the reasons I'm looking forward to these conversations," Mills said. "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 marketplace has evolved considerably since ORGANA was founded in 1997. Consumers today have access to more wellness products, more information, and more choices than ever before. At the same time, interest in ingredient sourcing, plant-derived nutrition, convenient wellness formats, and greater transparency has created new opportunities for brands that can clearly communicate what differentiates their products. ORGANA has increasingly emphasized consumer education around those subjects. Recent company initiatives have explored topics ranging from soil health and nutrient density to nutrient absorption, fulvic minerals, and plant-derived nutrition.

For Mills, bringing that educational approach into conversations with retailers is an important part of introducing the ORGANA brand. "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."

ORGANA enters its September retail meetings with its products already available to consumers nationwide through Amazon and OneLavi. That online availability gives consumers an opportunity to discover the ORGANA portfolio today while the company explores relationships that could bring its products to additional retail channels. "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."

Consumers can explore and purchase ORGANA products through the company's Amazon storefront and on OneLavi.com. To learn more about the company's wellness philosophy visit organa.net.