Brands set to compete at Naturally Rising pitch competition
On May 6, five finalists will compete for a $100,000 prize in cash and services.
Courtesy of Aunt Ethel's Pot Pies
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, a 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, it says.
- 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. Registration is open here.
Naturally New York will also participate in the Summer Fancy Food Show (June 29-May 1, NYC), featuring a dedicated pavilion featuring over 50 brands. Participating brands will be announced in the coming weeks.
To further strengthen its impact, Naturally New York welcomes five new members to its board of directors and advisory board: Andy Reichgut (CEO, Dr. Praeger's), Matt Rosen (senior associate, Continental Grain), Nate Rosen (founder and editor-in-chief, Express Checkout), Loan Heilner (director of merchandising, FreshDirect), and Nicole Centeno (founder and co-CEO, Splendid Spoon).
To learn more about Naturally NY, email info@naturallynewyork.org or visit naturallynewyork.org.
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