Five Mission-Driven Brands Set To Compete At Naturally Rising, Leading Naturally New York's 2025 Programming

Naturally New York, which fosters connections among New York area entrepreneurs, leaders, and investors within the natural products industry, has announced details for its upcoming Naturally Rising pitch competition as well as key opportunities for Naturally NY throughout 2025, building on the organization's momentum from a successful 2024.

Naturally Rising: Showcasing Purpose-Driven Brands

Naturally Rising, the premier national CPG pitch event, continues the decade-long tradition of celebrating innovation and the future of better-for-you brands. This competition emphasizes retail readiness and Naturally Network's Quintuple Bottom Line:

• Passion – Founder dedication to product and mission
• Purpose – Company mission and issue-specific impact
• People – Commitment to community and team dynamics
• Planet – Focus on sustainability and environmental responsibility
• Prosperity – Financial viability while maintaining ethical practices

On Tuesday, May 6 at 5:30 pm, five finalists will compete for a $100,000 prize package in cash and services. The event is honored to welcome Carlotta Mast (Informa) as the Master of Ceremonies, joined by an all-staff judging panel including representatives from key industry retailers and distributors such as Whole Foods Market, Fairway Market, FreshDirect, Dora's Naturals, and Rainforest Distribution, among others. The Grand Prize winner will also receive a coveted booth at Newtopia Now and fast-track entry into Naturally Network's national competition.

Meet the Finalists:

• Aunt Ethel's Pot Pies: This Brooklyn-based, female-owned company reimagines America's favorite comfort food with rich flavors and buttery croissant puff pastry, using a 30+ year-old family recipe.
• Loopini: Creating high-protein, healthy pizzas using superfood ingredients like lupini beans, Loopini transforms pizza into a nutritious meal without compromising authentic taste.
• Paktli Foods: Named from the Nahuatl word for "joy," founder Seena Chriti recreates her childhood snack from Mexico using organic ingredients including puffed amaranth, quinoa, millet, chocolate, and whole dried fruits and nuts.
• The Lucky Ox: Honoring Southeast Asian-American culture and hardworking immigrants, this beverage brand offers authentic storytelling and serves as a cultural gateway to Southeast Asian flavors beyond mainstream experiences.
• Wild Orchard: This single-origin, single-estate 1,000-acre farm on Jeju Island, South Korea, grows tea trees from seed in mineral-rich volcanic soil, creating an unparalleled depth of flavor in every cup.

Following the pitch event, attendees will enjoy a networking reception with complimentary food, beverages, spirits, and sample products from the finalists. Special thanks to partners AON, BeyondBrands, BeyondCPG, Foster Garvey, SG Credit Partners, Propeller Industries, Fairfield Partners, New Hope Network, NIQ, Konnect Agency, Kerry, Specialty Food Association, JPG Resources, The Lead Summit, BevNET and NOSH. Registration is now open. 

Summer Fancy Food Show Participation

Naturally New York will also participate in the Summer Fancy Food Show (June 29-May 1, Jacob Javits Center), featuring a dedicated pavilion featuring over 50 brands. This event, attracting over 7,000 industry professionals, offers members valuable opportunities to expand networks and showcase brands. Participating brands will be announced in the coming weeks.

Building on a Foundation of Success

The organization's forward momentum is built on a strong 2024, during which Naturally NY hosted 59 events for over 6,000 attendees, collaborated with 105 partners to deliver 124 hours of programming, and supported seven industry trade shows. Program highlights included Whipnotic winning the Pitch Slam Grand Prize ($125,000 value) and Jack & Friends securing the Audience Choice Award ($50,000 prize). The Holiday Bazaar featured the organization's first shoppable marketplace with over 40 natural brand members and 28 additional contributors. 2025 has already been off to a strong start with Date Smarter taking home the $10,000 prize as ‘The Next Fairway Find’ in February in collaboration with Fairway Market. 

To further strengthen its impact, Naturally New York welcomes five new members to its Board of Directors and Advisory Board: Andy Reichgut (CEO, Dr. Praegers), Matt Rosen (Senior Associate, Continental Grain), Nate Rosen (Founder & Editor-in-Chief, Express Checkout), Loan Heilner (Director of Merchandising, FreshDirect), and Nicole Centeno (Founder & Co-CEO, Splendid Spoon).

About Naturally New York

Naturally New York (NNY) is a distinguished 501(c)(6) trade association that was established in 2021 with a singular objective: to foster connections among New York area entrepreneurs, leaders, investors, and service providers within the thriving natural products community. NNY's mission is to harness, accelerate, and elevate the power and impact of conscious business practices in the natural, organic, and sustainable products ecosystem. Through community-based programming, networking opportunities, influential advocacy, and collaborative endeavors, NNY unites and engages a diverse range of brands, investors, and service providers, from promising start-ups to established Fortune 500 companies. Together, NNY shapes a more equitable, prosperous, and healthier world. Join NNY to forge a transformative path towards a future where purpose-driven businesses thrive. Stay connected with NNY on Facebook, Instagram, LinkedIn, TikTok and Twitter.