NPA Announces New Communications Manager

The Natural Products Association (NPA) has announced that Michael L. Keaton joins its staff. Keaton steps into a new Communications Manager position, under the association’s Membership Services and Education department. Keaton will support the NPA’s communications needs, with an emphasis on public relations duties. He will be responsible for promoting the association and the natural products industry in the media and on Capitol Hill.

“NPA continues to do very valuable work for an industry that is tremendously valuable to the health and well-being of tens of millions of Americans, and Mike will help us tell the story better to our members, to the public, and to those on the Hill who can affect the way we do business in the industry,” said John Gay, NPA executive director and CEO. “We look forward to working with him as he helps us step up our communications efforts.”

Prior to joining NPA, Keaton was director of public relations and communications at the SCORE Association, where he produced newsletters, releases, web content and the annual report, developed public relations materials and strategies, and worked with association supporters to publicize SCORE services and special events. He also was communications manager for the nonprofit organization Equal Justice Works and project manager for the National Association of Private Special Education Centers.

Keaton, a native of Pittsburgh, Pa., received his B.S. in Communications from Clarion University of Pennsylvania.

Natural Products Association

The Natural Products Association (NPA), founded in 1936, is the largest and oldest non-profit organization dedicated to the natural products industry, representing more than 10,000 retailers, manufacturers, wholesalers and distributors of natural products, including foods, dietary supplements, and health/beauty aids. As the leading voice of the natural products industry, the NPA’s mission is to advocate for the rights of consumers to have access to products that will maintain and improve their health, and for the rights of retailers and suppliers to sell these products. Visit

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