Natural Products Field Manual, Eighth Edition

By Bob Burke and Rick McKelvey with over 60 industry experts, was first published in February, 2002. The Eighth Edition was completely updated, revised, and expanded July, 2018.

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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.

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Comprehensive chapters on:

Strategic Planning
Off-sites and Meetings
Margins & Pricing
Budgeting & Planning
Database Marketing
Contract Manufacturing
Social Media/New Product Intros
Trade Promotion

Industry Overview
Mass Market Natural
Consumer Promotion
Private Label
Natural Consumer
Broker Management
Consumer Advertising
Sales Organization

Food Service
UK Market
Trade Shows
Going Deep in NY

Events Marketing
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.


“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


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


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


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


Enzymatic Therapy


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

Cedar’s Foods

Applegate Farms

Happy Planet

Kim Ridgeway

Lafrancol USA


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


San-J International

Lesser Evil

Maplewood Bake Company

Metz Fresh

Natural Choice

The Grain & Salt Society


Seattle Chocolates

Drew’s All Natural

African Shea Butter

Vermont Gold


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


eBio Express

Fuelers Cookies (Pacific Foods Inc.)

Tea and I

Zebra Mix

Mighty Leaf Tea Company


Food Should Taste Good

Sustainable Sourcing

Wild Blue Yonder Foods

Nexzt Gum

Nelson Bach, USA

Helen’s Foods

Morrison’s Maine

S.C. Johnson


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


Brevin's Bee Venom

Bake Works

Jafflz Toasted Pockets


Koita Milks

Maine Center for Entrepreneurial Development

Bears Nutrition

Pierce Brothers Coffee

Hubbel Peanut Company


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.



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


Burwell Industries/Love and Toast

MedWrite International


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.


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


Jan’s Farmhouse Crisps

Natural Hope Herbals

NH Community Loan Fund

Andrea's Protein Cakery

Bight Design


MacKellar's Farm

Lighthouse Products, LLC

Wren Natural

Bluebird Barbecue Vermont

Brothers Gerard Baking Co.

Notty Foods

Pop Karma

Watershed Foods

Onuku Honey


Chinook Seedery

B Nourished

DMS Pharmaceutical Group

Jem Raw Chocolates

Sweet & Sara


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


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


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


Chill Pop Shop

The Chill Group



AAE Import Company

Sun Beef

Green Park Holdings

R.E.D.D., Inc.

Nocturnal International

The Opal Group


Traders point Creamery

Cocoa Metro

Fair Food Fund

Thirty Acre farm

Red River Foods


Bonchou Eclairerie

Hawaiian Volcanic Water



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

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