First Guide to Natural Products Industry is Published

ANDOVER, MA - April 2, 2002 - Natural Products Consulting Institute (NPCI) has published NATURAL PRODUCTS FIELD MANUAL 2002, a 725-page, 3 volume "how-to-go-to-market" guide to the natural products industry.

The core of the manual is a comprehensive 35-chapter guide that shares all of the most practical, proven, best practices and features rich, insightful "guest editorials" by more than 50 of the industry's most notable buyers, brokers and CEOs. Topics range from the absolute basics such as margins and pricing and broker management to more complex issues such as category management, trade funds management and database marketing - and everything in between!

Additional commentary by industry experts illuminates key specialty areas, such as public relations, brand building, the club store opportunity, sales data analysis and optimizing promotional programs.

A key feature of the manual is a CD-ROM with over 5,400 natural products stores, segmented by "A" and "B & C" stores, a directory of natural buyers in mainstream grocery stores, directories of brokers and distributors, budget models, new item forms and customer logos.

Written by industry veterans Bob Burke and Rick McKelvey, the book is heralded by Stonyfield Farm Yogurt President, CEO and Chairman Gary Hirshberg as "an invaluable gem that will save companies tens of thousands of dollars or generate thousands more in revenues." Says Burke and McKelvey, "This is the book we wish we'd had when we were starting out."

Paul Nardone, President/CEO of Annie's Homegrown says, "Since most companies spend 15-20 percent of sales in trade spending (allowances, slotting, trade shows, demos, trade ads, brokerage, etc.), any percentage in savings or wiser spending more than pays for this book, and the coupons make buying it a slam-dunk!"

More than $12,000 in bonus coupons are included in the book, which retails for $2,499. Visit for more information, or order it from: NPCI, tel. (978) 975-9902; fax (978) 975-4502; e-mail [email protected] or [email protected] Master Card, Visa and American Express are accepted.

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