Naturally New York Announces 2026 Naturally Rising Finalists Following a Year of Significant Growth

Naturally New York (Naturally NY), a community dedicated to fostering connections among New York–area entrepreneurs, leaders, and investors, today announced the six finalists for its 2026 Naturally Rising pitch competition, taking place May 28 in New York City. The annual competition spotlights emerging, purpose-driven brands, with finalists competing for a $50,000+ prize package in cash and services.

Selected from a competitive pool of more than 60 applicants, this year’s finalists include Cotto, DEFI Snacks, Figa Foods, Goldholly, Nadas Empanadas, and Sourmilk. The program highlights brands that demonstrate strong retail readiness, innovation, and a commitment to building better-for-you products. The competition will be evaluated by a panel of leading industry experts, including Amy Mescal, Category Merchant at Whole Foods Market; Charles Moore, Merchandising Director at Village Super Market; Grace Lachona, Partner Manager at UNFI; Katie Andrew, Merchandising Director at FreshDirect; and Mimi Udezue, Strategy at Target Accelerators, bringing deep expertise across retail, investment, and brand building. Prize package contributions are provided by New Hope Network, NIQ, Hummingbirds, BeyondBrands, SG Credit Partners, Fairfield Partners Executive Search, JPG Resources, Adventure CPG, Pale Blue Dot, The Lead, Konnect Agency, and more to be announced.

This event will be hosted by Naturally New York’s Executive Director, Adrienne DeLisio, and feature a fireside chat with NNY Board Co-Chair Eric Schnell and the 2025 Naturally Rising Grand Prize Winner, Damiano Messineo, founder of Loopini.

The 2026 Naturally Rising competition will take place on May 28 at Home Studios Inc. in New York City. For more information or to purchase tickets, click here.

The announcement follows a year of significant growth for Naturally NY, as outlined in the organization’s annual Impact Report. In 2025, the organization hosted 50 events and welcomed more than 3,000 attendees, strengthening its role as a key connector between founders, retailers, and investors across the Northeast. Standout moments included the Holiday Bazaar, which brought together 55 participating brands, as well as the relaunch of In the Sauce, hosted by Alison Cayne, attracting more than 5,000 podcast listeners.

That momentum has continued into 2026 through high-impact programming and tangible retail outcomes for emerging brands. In March, Naturally NY hosted its fourth annual retail pitch competition in partnership with Fairway Market. The program drew 60 applicants, with Cotto named this year’s winner. The prize package included cash, multi-store retail placement, off-shelf merchandising, and marketing support, offering a direct path to shelf. In a notable move, Fairway extended the service prize package to runner-up Keya’s Snacks, underscoring the strength of this year’s cohort.

“Winning The Next Fairway Find has been an incredible opportunity for Cotto,” said Kendall Kransdorf, founder of Cotto. “Naturally NY created a platform that not only connected us with the right retail partners, but gave us the visibility and support to take a meaningful next step in our growth.”

“Fairway has always been a destination for discovering what’s next in food,” said Amanda Fischer, Marketing Director for Fairway Market. “Through Naturally New York and the Next Fairway Find, we’re able to connect with emerging brands that are on the leading edge of innovation, bringing our customers the newest, most compelling products before they can find them anywhere else.”

Naturally NY also brought its community to the national stage through its East Meets Expo West event, co-hosted with Naturally New England. The event welcomed more than 150 founders, partners, and investors ahead of Natural Products Expo West, featuring a curated showcase of emerging brands and creating meaningful opportunities for connection and visibility across the industry.

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 toward a future where purpose-driven businesses thrive at the link below. Stay connected with NNY on LinkedIn and Instagram, and visit naturallynewyork.org to learn more.