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Hall of Legends 2013: Hass Hassan

Do you remember the very first Natural Products Expo West? New Hope Hall of Legends inductee Hass Hassan does. Co-founder of Alfalfa's and Fresh & Wild, board member at Whole Foods, and partner at Greenmont Capital, Hassan has certainly seen his share of Expos. "When I came to the first show here [in Anaheim]," he says, "the convention center was, of course, much smaller, but there were strawberry fields all around here." Back to the roots, indeed.

So what keeps him engaged in the natural product industry after all these years? It boils down to a decision he made early in his career to surround himself with the right people. "These were the people I was going to spend my life with," he says. "And I wanted them to be people I found inspiring."

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