As the vitamin and mineral market slightly decreases, whole-food green products are growing. On one hand, the greens category is clearly a trend. But on the other, it presents such a blue-sky opportunity that there remains plenty of room for entrepreneurial growth to help redefine the space. What other optimal nutrients and bioactives can be put into powders? A gold rush has entered the greens category— there are many players, but no one dominates yet.