Natural Products Field Manual, Ninth Edition
By Bob Burke and Rick McKelvey with over 50 industry experts, was first published in February, 2002. The Ninth Edition was completely updated, revised, and expanded January 2021.
The Ultimate Natural Products Guide
A comprehensive, 45 chapter, 4 volume guide on "how to go to market" with insightful commentary and guest editorials by notable buyers, brokers, CEO's and industry experts.
Digital Toolkit for Natural Entrepreneurs
Flash drive with natural products stores, directories of brokers and distributors, budget models, new item forms, PR Media list, customer logos and much more.
Save with Over $100,000 with Coupons
Potentially $100,000 savings on services you can use – research, recruitment, sales, category management, marketing, product development and more from industry leading service providers. .
Includes a Complimentary Consultation
Glean more insight directly applicable to your business by taking advantage of our complimentary half-day author consulting session with purchase of the manual.
Request a Free Sample Chapter
Comprehensive chapters on:
Strategic Planning
Off-sites and Meetings
Margins & Pricing
Budgeting & Planning
Database Marketing
Financing
Contract Manufacturing
Social Media/New Product Intros
Trade Promotion
Industry Overview
Mass Market Natural
Consumer Promotion
Private Label
Natural Consumer
Broker Management
Consumer Advertising
Organics
Sales Organization
Exporting
Food Service
Mexico
Trade Shows
Co-packers
eCommerce
Direct-to-Consumer
Going Deep in NY
Events Marketing
Branding
Natural Retailers
Trade Funds Mgmt
Category Mgmt
Canadian Mkt
Natural Distributors
Trade Organizations
Market Research
About the Co-Author, Rick McKelvey
Bob Burke & Rick McKelvey collaborated with over 60 leading CEO’s, retailers, distributors, brokers and industry experts to produce the landmark Natural Products Field Manual. In 2003 we launched companion publications: “Staking Out Space on the Supermarket Shelf” and “The Sales Manager’s Handbook“. Subsequent editions followed, each one expanded, enhanced and enriched as we met and worked with experts who could add their experience and insights with new topics such as supply chain, social media, eCommerce as well as additional insights to complex issues such as trade spending management. In 2016 we launched the updated and expandedNatural Products Field Manual, 7th Edition.
Rick brings over thirty years of experience within the natural products industry. Over the past several years he has served in an outsourced sales and marketing capacity. Currently, the bulk of his time is spent in the role of V.P. of Sales and Marketing for O’Doughs, a gluten free bread and sweet goods brand based in Toronto, Canada. Over his seven years with the Company, Rick has built national distribution in both retail and food service throughout North America. Additionally, Rick serves as a sales and management advisor to emerging companies.
Prior to the outsource roles, Rick served as president of The Natural Pasta Company, DBA Putney Pasta. Under Rick’s direction, Putney Pasta transitioned from self-manufacturing to a co-pack model and expanded from a regional frozen-filled pasta manufacturer to a national footprint with the launch of the first line of all-natural frozen skillet meals.
Prior to Putney Pasta, Rick was Director of Sales for Fairfield Farm Kitchens where he spent five years launching over 40 frozen organic entrees and fresh organic soups. The company emerged as the #1 national brand of organic meat-based entrees and organic fresh soup with annual sales of $6 million. Fairfield Farm Kitchens was sold to Blue Marble Foods, the branded division of UNFI, Inc.
Rick’ early years were spent as Vice President of Sales and Marketing with Lightlife Foods, Inc. He joined the husband and wife-run business as its first Sales Manager at less than $1 million in sales. Rick’s creation and implementation of growth plans resulted in the profitable expansion of sales to $25 million, and eventual sale to Con Agra Foods. Under Rick’s leadership, Lightlife became the number one fresh meatless company (vegetarian hot dogs, luncheon “meats,” sausages, etc.), with nationwide distribution through natural product outlets. Rick also successfully navigated the “cross-over” of the brand into the supermarket trade nationally, becoming the top-selling fresh meatless brand in the U.S. Rick also led the company’s efforts in Lightlife’s food service, private label, and international business.
Rick has served on the board of Vermont Smoke and Cure, as president of the Soyfoods Association of North America, in the community as board member of his local Y.M.C.A. and has served several executive positions within his church. Rick is also co-founder with Bob of the G.E.N.A. Share Group and holds an MBA from the Isenberg School of Management. He lives in Conway, MA, where he cherishes his family time with his wife of 30 years, Lynn, and his children, Matthew and Meaghan.
If you would like to contact Rick directly, please send me an email at rmckelvey@npcinstitute.com.
Testimonials:
“With most companies spending 15-20% of sales in trade spending (allowances, slotting, trade shows, demos, trade ads, brokerage, etc.) — any percentage in savings or spending the money more wisely more than pays for the book — the coupons make it a slam-dunk.”
– Paul Nardone, former President/CEO, Annie’s Homegrown, Inc.
"The Natural Products Field Guide and especially Bob's advice has played a key role in our success here at Saffron Road.”
—Adnan Durrani, Founder/CHO, Saffron Road
“The challenges of managing a fast-growing company are numerous – but in many areas there is no reason to reinvent the wheel. Bob’s guidance and the accompanying Field Guide have been invaluable to Theo, enabling us to quickly gain an understanding of distribution strategy and trade spend, as well as how to intelligently distinguish our business in an increasingly competitive category.”
—Debra Music, Co-founder/CMO, Theo Chocolate
“I told Bob and Rick that they are crazy to be selling the Field Manual for less than $5,000. If we had this when we were starting out, we would have saved hundreds of thousands of dollars.”
– Heather Howitt, Founder, Oregon Chai, Inc.
“The single greatest cost that any entrepreneur incurs is the “Learning Curve.” It can make you, break you, or sentence you to a slow, tortuous death. Bob’s and Rick’s Natural Products Field Manual will absolutely cut this cost in half, if not eliminate it altogether. I only wish I’d had a copy 19, or even 2, years ago. If the Natural Products Field Manual doesn’t save your firm tens of thousands of dollars, or garner you many more thousands in revenues, then save yourself the trouble and close your business. The problem lies with you, not the authors. This compendium is an invaluable gem.”
– Gary Hirshberg, Stonyfield Farm Yogurt, President/CEO/Chairman
“We are not just talking about 4 volumes, 44 chapters, a flash drive of databases, coupons and some consulting time but the potential to grow rich beyond the dreams of avarice.”
–Dr. Samuel Johnson, author of A Dictionary of the English Language and A Journey to the Western Islands of Scotland
Field Manual Users:
Tom’s of Maine
Snyder’s of Hanover
Choice Organic Teas
Quebec Delegation in New England
New Hope Natural Media
Power Bar
Stonyfield Farm
Oregon Chai
Chino Valley Egg Ranchers
Annie’s Homegrown
Northeast Coop
United Natural Foods
Adams, Harkness, & Hill
Fairfield Farms Kitchen
Health Business Partners Consulting
SPINS
Advantage/Sunbelt Sales & Marketing
Organic Trade Association
The Wizard’s Cauldron
Natural Health Magazine
Equal Exchange
No Pudge!
Original Juan’s Specialty Foods
Natural Specialty Sales, Inc.
Presence Marketing
B.I.N. Sales and Marketing
Recycline
Pulmuone USA
The Switch
Yachana Gourmet
Agrisystems International
Pac-Rim International
Rhino Naturals
Florida Crystals
Guayaki Yerba Mate
Kettle Cuisine
Clairvest Group Inc.
Volkman Group
Oregon Fruit Products
Tofurky
Uncle Matt’s Organics
New England Natural Bakers
Nutrassociates, inc.
Nelson Bach USA, Ltd.
Absolute Aromas UK
Cedarlane Natural Foods
Nutrition Business Journal
Insight Out of Chaos
Organic Valley/CROPP Cooperative
Seeds of Change
Nate’s/Elena’s Specialty Foods
Egg Innovations
GeniSoy
Enzymatic Therapy
Vitalicious
Egg Innovations
Herbal Spectrum
Garden Spot Distributors/Shiloh Farms
Bay Valley Group
Wholesome Sweeteners
Wildwood Harvest Foods
Maple Grove of Vermont
Enjoy Life Foods
Montana Legend Natural Beef Co.
Terra Nostra Organic Chocolate
Kraft Foods/Gavalia Coffee
Bushes Beans
Kohinoor Basmati Rice
Mambo Sprouts
Ethnic Gourmet Foods
Organics of Oz, Inc.
Orchard Spring
Ideal You/Orafti NA, Inc.
Oregon Ice Cream Company
Natural By Nature
Full Spectrum Marketing
Rocky Mountain Presence
Regional Manager at Large
Goddess Granola
Crum Creek Mills
Nantucket Offshore
Redco Foods/Salada Teas
Solgar Vitamin & Herb
Finlandia Cheese
Immaculate Consumption
Van Dyks Health Juice Products Ltd.
Stone Ground Mills/Stone-Buhr
Artemis International, Inc.
Morton & Basset Spices
Overseas Game Meat Export PTY Ltd.
Michael Hoare Brand Mgt Group
Real Beauty Food, Inc.
Califlour Foods
Barkman Honey
Grateful Burger
Bascom Farms
DH Ventures, LLC
VeggieTable Foods
Entring, LLC
Melloh Gelato
Chobani Incubator
The Helmsman Group
Outside the Breadbox
Maine Crisp Company
Honeycut Kitchen
Chewters/Chocxo
Factory, LLC
NUTKRACK
Anchor Global
Swedish Trade Council
Nerdy Nuts
Blue Shift Nutrition
Norinchukin Bank
Cedar’s Foods
Applegate Farms
Happy Planet
Kim Ridgeway
Lafrancol USA
Queenies
Ingy & If, Inc.
To Grow Wise
Tara Estabrook
Coomb’s Family Farms
Marshall School’s IBEAR MBA Program, USC
Green Mountain Coffee Company
Global Access, Inc.
Vision’s Sown
Life Science Labs
CC’s Jersey Creme
Greyston Bakery
Pharmavite, LLC
Bay Shore International Group
Devita International, Inc.
Bob’s Red Mill
Smoke & Fire Natural Foods, Inc.
Ringo Foods
Dr. Bronner
Healthy Handfuls
Tasty Eats
Quebec Ministry of Agriculture
EnergyAid
San-J International
Lesser Evil
Maplewood Bake Company
Metz Fresh
Natural Choice
The Grain & Salt Society
Environne
Seattle Chocolates
Drew’s All Natural
African Shea Butter
Vermont Gold
Nutritech
Pure Barnyard
Old Mother Hubbard and Wellness Pet Brands
Pharm East Hawaii, Inc.
Voss USA
Fizzy Lizzy
Bake N Joy Foods, Inc.
Au Currant
Dancing Deer Baking Co.
Nature’s Peak
CEI Community Ventures
Gagas Sherbetter
Lollipop Tree
Innovative Nutrition
Earthscape Organics, LLC
Tribeca Kitchens, LLC
Gleukos, Inc.
A Perfect Pair
Arico Natural Foods
Stacy’s Pita Chip Co.
Blake’s Chicken Pies
Gak’s Snacks
Neshama Gourmet Kosher Foods
Snikiddy Snacks
jojoBAR
eBio Express
Fuelers Cookies (Pacific Foods Inc.)
Tea and I
Zebra Mix
Mighty Leaf Tea Company
FermaHealth
Food Should Taste Good
Sustainable Sourcing
Wild Blue Yonder Foods
Nexzt Gum
Nelson Bach, USA
Helen’s Foods
Morrison’s Maine
S.C. Johnson
Malt-O-Meal
Makers Baker
SC Gourmet Foods
Gilbert’s Gourmet Goodies
Allegretto Ventures
All I am
Maker’s Baker
Gilbert’s Gourmet Goodies
Takaokaya USA, Inc.
Jacqueline’s Bakery
Tamcor Mexim USA
Merrimack Valley Apiaries
Nature’s Path
Divine Chocolate
Bio Active Pharma
Sustainable Sourcing
Wholesome Sweeteners
Global Management Resources
Mojo Cold Brewed Coffee
SoloCoco Organics
Beehive Cheese
Barlean's
Brevin's Bee Venom
Bake Works
Jafflz Toasted Pockets
Rozu
Koita Milks
Maine Center for Entrepreneurial Development
Bears Nutrition
180° Snacks
Fond Bone Broth
Nona Vegan Foods
Genius Foods
Felice Thorpe
Haoma Medica
World harbors
Vodkyte
Pierce Brothers Coffee
Hubbel Peanut Company
LacPro
Austrian Trade Commission
Agro-Farma/Chobani Yogurt
Kashi Company
Organic Farm Marketing
OraMedix, Inc.
Integrity Nutraceuticals
Campbell, USA
Suhki’s Gourmet Indian Foods
Technology Commercialization Corp.
Tea Forte
Palcha Products
Ayrshire Farms
Lowell Foods
Hail Merry
Stonehouse 27 Spice Co.
Flavrz
Vermints
Whole Foods Market, Inc.
The Healthy Pantry
Global Recruiters of Madison
Dakota Prairie
Wild Meridian
American Halal, Inc.
Better Together, Inc.
Sables Gourmet
Atlas World USA, Inc.
Jungell, Inc.
The Coconut Foods Co.
Giovanni Cosmetics
Artemis International
Direct Source
Keystone Food Products
Holy Cow
Knight Vision Marketing
Granny Squibb
Drazil Foods
Green Depot
Homeostasis Labs
Bobby D’s
Gertrude Hawk/Drew’s
Sol Cuisine
Karma Balm
SmartyPants
Burwell Industries/Love and Toast
MedWrite International
Vikarea
GlutenFree Yums
Ontario Food Exports
Turtle Island Foods
Heel, Inc.
Eco Vessel
Be My Guest, Ltd
W.S. Badger
Amerifit Brands
Respect Foods
Fresh Forward Beverages
Glacier Natural
Mouth Watchers
Dole Food Co.
Fllo
John Paul Mitchell Systems
BioNeurix Corp.
Cat & Mouse, Inc.
Neu Naturals
Skyland Foods
Sundance Beverage
Pomona Pectin
Lune North America, Inc.
PanaPoint Blends
Deyi Foods
Legit Organics, LLC
Bean & Body
Mrs. Erb’s Sustainable Foods
Good Greens
Appalachian Natural Sales Group
Smile Squared
Rachel’s Baking Company
Southern Culture Artisan Foods
Organic Technologies
Vermont Cookie Love
Average Joe Artisan Bread
Dolphin Organics
PS Let’s Eat, Inc.
Health Warrior, Inc.
New Zealand Trade and Enterprise
Plant Based Solutions
Dave’s BW LLC
The People’s Chemist
The Kicking Mule
SunButter
Jan’s Farmhouse Crisps
Natural Hope Herbals
NH Community Loan Fund
Andrea's Protein Cakery
Bight Design
Crapola!
MacKellar's Farm
Lighthouse Products, LLC
Wren Natural
Bluebird Barbecue Vermont
Brothers Gerard Baking Co.
Notty Foods
Pop Karma
Watershed Foods
Onuku Honey
Saltverks
Wild Orchard Tea
Aissa Sweets
Zego Foods
Boon Distribution
Eat Groovy
BioEquitas
Green Sahara
Nutracelle
Chinook Seedery
B Nourished
DMS Pharmaceutical Group
Jem Raw Chocolates
Sweet & Sara
HalfPops
Lovebean Unlimited, LLC
National Coop Grocers Assoc (NCGA)
Saskatchewan Trade and Export Partnership
Earth & Vine Provisions
Lansinoh Laboratories
Smart Flour Foods
Owl’s Brew
Ariven Planet
Giddy Up Energy foods
Budi Products
Three Happy Cows
Tree-Free Greetings
Harvard Business School
Xerion Dispensary, Inc.
Chex Finer Foods
Kvas Co.
Zellee Organic
Essential Living Foods
Simply Kale
Unreal Brands
Corwin Distribution
Cid Botanicals
McCrea’s Candies
Brewla, Inc.
Tetra Pak Inc.
Rimon Naturals
Skout Natural Foods
Exo
Kolat Superfood Fusions
Jaali Bean
Hampton Creek Foods
Zen Monkey, LLC
Everest Nutrition
Pairwell Food Co.
Jessica’s Natural Foods
GoFit Foods
NuCulture Foods, LLC
JJ’s Candies
Four Sigma Foods
Evoke Healthy Foods
SoapBox Soaps
Gem Formulas
Dragon Superfoods
Green Grass Foods
Feast Kitchens, Inc.
Green Eggs & Kale
Real Food Partners/Simpli
Misha Dairy, LLC
Iconic
FancyPants Bakery
Yum MD
Mocktail Beverages
Lac Pro, Inc.
eating EVOLVED
McCullagh Coffee
Oh Baby Foods, Inc.
Harvard Innovation Lab
The Lancaster Food Company
Seasoned and Spiced
Naked Coconuts
RAK Group
Alpha Bar
Empanada Market
SeaSnax
Chill Pop Shop
The Chill Group
Xlear
Biokleen
AAE Import Company
Sun Beef
Green Park Holdings
R.E.D.D., Inc.
Nocturnal International
The Opal Group
BioRay
Traders point Creamery
Cocoa Metro
Fair Food Fund
Thirty Acre farm
Red River Foods
Vegan
Bonchou Eclairerie
Hawaiian Volcanic Water
Barleans
Salud
Dang Foods, LLC
Bos Brands, PTY
Straightforward Foods
Neroli SAS
Sia’s Italian Ice
Hartman Group
Nutri Gold, Inc
Dr. Ginger's
C2O Pure Coconut Water
Sunfood SuperFoods
Tupi Foods
Action Brand Management
Our Eco Clean
Cold Bee Gone
Katabolt, Ltd.
Vermont Tortilla Co.
Norbu Naturals
Family Farmed
True West
Flavor IT
Next in Natural
Lois & Claire
Russell Stover
Annabella, LLC
Gigantic Candy
Raus Coffee Co
Knödel King
Little Lads