As restaurants have become increasingly dedicated to sourcing locally and organically as much as possible, “farm fresh” seems to be more of a prerequisite than a main selling point in many foodie circles. Restaurants are now looking to take the elitism out of farm to table and add creativity back in, making the concept more unique and affordable.
In the next stage of farm to table, we're also seeing how manufacturers are attempting to bring the concept into grocery stores in packaged form. Indeed, demand for food products that are closer to their original state is nothing new—we can trace this trend back to a time long before it was cool or trendy to grow your own food; it was necessity. But now it's about what's next.
In the beauty industry, however, the concept (which I have referred to as farm-to-bottle in a piece about Georgia-based Dirty Beauty) is still in its infancy, but more companies are focusing on producing small-batch, local products to communicate purity, traceability and who's behind a brand.
Recently, I was intrigued by California-based Napa Organics’ new way to define the farm-to-table concept specifically for the beauty space. Its messaging relies on one simple marketing term: "agribeauty."
What is agribeauty according to Napa Organics? Simple: Beauty products made with natural and organic ingredients from family farms in Napa.
The clean packaging is the perfect slate for its even cleaner ingredients, which it lists on the front of package—a trend we continue to see emerge among companies that want us to believe its products are pure without having to turn the bottle around.
Napa Organics' line of six products, including Organic Lavender Hydrosol toner, pure Plum Kernel Oil and Vegan Lip Balms use five or fewer local ingredients and are affordable (price tags under $20, with the biggest steal being the Vegan Lip Balm Trio for $10).
This company gets its marketing right in a lot of ways, but there is one place where I think it misses the mark. Though the brand sources all its ingredients from USDA Organic and biodynamic farms, it uses “organics” in its name despite not actually boasting an organic certification.
You probably remember that just last month Whole Foods finally confirmed that all products marketed as organic on its shelves must have USDA Organic or NSF certification. Controversial, yes, but still a legitimate force that brands should consider. I'd also like to see Napa Organics profile some of the farms from which it sources. Such efforts would give this term more legs.
Napa Organics, however, still may be able to accomplish what many even certified organic brands do not: making local, traceable products meaningful to the beauty industry.
What do you think about "agribeauty?" Share in the comments.