Naturally New York announces pitch competition winner

The award recipient will advance to the national competition at Newtopia.

On May 28 in New York City, Naturally New York (Naturally NY), a community dedicated to fostering connections among New York–area entrepreneurs, leaders, and investors, hosted six finalists and 130+ attendees for its 2026 Naturally Rising pitch competition. The annual competition spotlights emerging, purpose-driven brands, including snack, bakery, and candy, with finalists competing for a $65,000 prize package in cash and services.

Carlos Santos, founder of Nadas Empanadas, won the grand prize to advance to the national competition at Newtopia. Ariel Altman, co-founder of Figa Foods, won the Audience Choice Award. The grand prize included:

$5,000 cash prize
Complimentary booth at Newtopia Now and a chance to win the national Naturally Rising competition
NIQ Trend Analysis
Operations audit from Pale Blue Dot Partners
Access to JPG’s Founder Forum
Free month of Advisory with BeyondBrands
Capital structure consulting session with SG Credit Partners
Team building consultation with Fairfield Partners Executive Search
Access to Adventure CPG’s "Ready for Retail" program
Complimentary corporate membership to Naturally New York

Selected from a competitive pool of more than 60 applicants, this year’s finalists included the two companies listed above plus Cotto, Defi Snacks, Goldholly, and Sourmilk. The program brands that demonstrate strong retail readiness, innovation, and a commitment to building better-for-you products. The competition was evaluated by a panel of 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, reportedly bringing deep expertise across retail, investment, and brand building.

The announcement followed 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,” says 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,” says 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 the conference, featuring a curated showcase of emerging brands and creating meaningful opportunities for connection and visibility across the industry.