DAN MACCOMBIE, CO-FOUNDER, RUNA: We always saw this phrase ‘all-natural’ as risky and figured this set of lawsuits was coming down the pike
Next we caught up with Dan MacCombie, co-founder and co-CEO of Runa, which has built a vertically integrated supply chain for guayusa (a caffeine-laced Amazonian leaf) from farms in Ecuador to shelves in the US and used the leaf as the cornerstone of a new range of teas and infusions (launched in 2010), ready-to-drink teas (spring 2012) and carbonated energy drinks (spring 2013), all in the space of five years.
Are 'all-natural’ claims as attractive to consumers as they used to be?
We always saw this phrase ‘all-natural’ as risky and figured this set of lawsuits was coming down the pike. I think that many customers find the phrase to be vague and those that rely on it are those that are just beginning to widen their horizons of eating and food and beverage choices.
Should the FDA define ‘natural’?
At this point I think yes but broadly. Enough that follows the spirit of customers’ intention without creating a whole new set of massive regulations - a good example being the conundrum over citric acid, which is in many shelf-stable organic/natural beverages.
Do consumers understand the difference between 'all-natural' and USDA certified organic products?
I don't think so at all. I think customers who aren't your typical natural channel shipper are more and more confused.
Is the Non-GMO Project verified stamp serving as a perceived marker of ‘naturalness’ to some consumers, even where they are not greener, healthier or more 'natural' in any meaningful sense?
I think non-GMO is an intensely political and tricky issue that's actually way way more nuanced than either side of the argument makes it out to be. I think consumers have an understandable and inherent fear of large agribusiness because so much of what happens goes on inside a black box.
I support consumers’ right to know what is in their products and that is why our products are non-GMO labeled. I think that there are many potential issues with GMO food ingredients, but also some of the fears are often based in rumor or hearsay.