Nearly three decades after its founding, ORGANA International is positioning its natural wellness experience for a broader retail audience. The company, which has built its reputation on plant-derived minerals and natural formulations, will be represented by CEO Larry Mills at the ECRM Vitamin, Weight Management & Sports Nutrition Session, September 14-17 in Palm Beach Gardens, Florida. Mills will engage with buyers from major health, specialty, food, drug, and mass retail channels, aiming to showcase ORGANA's evolution from an online-focused brand to a viable retail partner.
Unlike typical ECRM participants that introduce new ventures, ORGANA brings a history stretching back to 1997 and a diverse portfolio that includes fulvic acid trace mineral drinks, liquid oxygen, herbal wellness products, topical creams, and the recently launched Mineral Shots, packaged in a point-of-purchase display designed for high-traffic retail settings. Mills emphasized the importance of listening and adapting: "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," he said. "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 footprint beyond its existing online channels, which include its Amazon storefront and OneLavi.com. Mills plans to discuss the company's holistic approach to wellness, its historical foundation, and how different products can complement a retailer's existing assortment. He acknowledged that retailers have varied needs: "Every retailer is different, and that's one of the reasons I'm looking forward to these conversations. We're not going into ECRM assuming one product or one approach is right for everyone."
The natural wellness market has shifted significantly since ORGANA's inception. Consumers now have access to more products and information than ever, with increased interest in ingredient sourcing, plant-derived nutrition, and transparency. ORGANA has responded by prioritizing consumer education on topics like soil health, nutrient density, and fulvic minerals. Mills believes this educational focus is crucial for building trust with both retailers and end consumers. "Today's consumers ask questions," he noted. "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."
With its products already available nationwide via Amazon and OneLavi, ORGANA enters these meetings with a foundation of online availability. The company views ECRM as a stepping stone to future retail partnerships. "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." For more information about ORGANA's wellness philosophy, visit organa.net.
