Natural Products Field Manual, Second Edition, Shows How to Go to Market

ANDOVER, MA - (Mon., October 27, 2003) The natural products industry's first-ever guide for bringing products to market, The Natural Products Field Manual is now available in a completely revised, updated and expanded second edition, as announced by co-authors Bob Burke and Rick McKelvey, co-founders of The Natural Products Consulting Institute (NPCI). The 38 chapter, three-volume manual - enhanced with the added insight of 60 well known industry experts and leaders - has proven to be an essential business tool for start-ups, large mainstream companies, experienced natural products companies and smaller organizations, as well as investors, consultants, publishers and educational institutions.

"If the Natural Products Field Manual doesn’t save your firm tens of thousands of dollars, or garner you many more thousands in revenues, then save yourself the trouble and close your business. The problem lies with you, not the authors. This compendium is an invaluable gem," said Gary Hirshberg, Stonyfield Farm Yogurt, President/CEO/Chairman. “The single greatest cost that any entrepreneur incurs is the ‘learning curve’. It can make you, break you, or sentence you to a slow, tortuous death. The Natural Products Field Manual will absolutely cut this cost in half, if not eliminate it altogether. I only wish I’d had a copy 19, or even two years ago.”

Dan Atwood, Senior Vice President, United Natural Foods adds: “I can't think of a company in the industry that wouldn't benefit tremendously from the Natural Products Field Manual."

CD Directories Offered
The manual comes with a CD-ROM with over 7,200 natural products stores, segmented by "A", "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. The CD enables users to sort and create their own lists for ready use.

The core of the manual is a comprehensive, 38-chapter “how to” guide on how to go to market. It shares the most practical, proven, best practices and features rich, insightful “guest editorials” by notable buyers, brokers and CEO’s . Topics range from how a broker chooses to take on a line to how to build a relationship with your consumer.

New chapters focus on food service, the UK market and the mass channel. Timely material has been updated and content on trade spending management, a high return area of focus for all companies, has been added. Companies have made the most use of this material by: using it as a blueprint for entering this market, training new employees, adding dimensions to their understanding of complex issues, and making use of the databases, budget models, and bonus material included on the CD. The Natural Products Field Manual is also accompanied by a free consulting session by the authors to answer questions, clarify issues or to assist with current challenges.

$15,000 in Bonus Coupons Featured

Available for $2,499, the Natural Products Field Manual, Second Edition offers more than $15,000 worth of coupons on critical services from companies such as Mambo Sprouts, SPINS, New Hope Natural Media, Vegetarian Times, Yoga Journal, Alternative Medicine and others. A half-day complimentary consultation with the authors is included as well.

About Natural Products Consulting Institute

Burke and McKelvey founded Natural Products Consulting Institute (NPCI) in 2001 as a platform for publishing and seminar products for manufacturers targeting the natural products industry. NPCI’s mission is to provide the most useful, insightful and relevant information, training and educational materials leading to profitable growth and a healthy sustainable business in the natural products industry.

Bob Burke previously served as Vice President of Marketing and Sales, and Vice President of Sales and Corporate Development at Stonyfield Farm Yogurt, where he helped grow the company from $1 to $43 million. Rick McKelvey worked for 12 years as Vice President of Sales and Marketing with Lightlife Foods, Inc. and is now a senior sales executive with Fairfield Farm Kitchens. Their collective experience in the natural products industry spans 30 years and has benefited more than 100 companies in the natural products industry.

In addition to collaborating with over 60 leading CEOs, retailers, distributors, brokers and industry experts to produce the landmark Natural Products Field Manual, Second Edition, NPCI has created a network of sales and marketing experts covering all specialties and capable of tackling any assignment for those companies in need of ongoing or specialized services.

For more information, or to order the book, contact NPCI, 8 Cobblestone Lane, Andover, MA 01810, tel. 978-975-9902, 413- 369-4309; fax 978-975-4502; E-mail, [email protected], or visit Master Card, Visa and American Express are accepted.

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