Debra Short, Executive Director, SENPA

Supporting Emerging Leaders in Natural to Transform the Industry

by Debra Short, Executive Director, SENPA

As a trade association of 65+ years, SENPA has seen the ebb and flow of the natural products industry. Through those years, we have represented our core membership, the independent retailer, and that continues today.  

Our members are the key to building this industry and the gatekeepers to new products/companies who want to join our industry.  Why? Because they have the staff in the aisle who understand the products they represent, and they prove it every day!

What are the most pressing issues the natural products industry will face in 2024?

We are in a generational transition; many family-owned businesses with legacy retail owners are looking to retire without a succession plan in place. These family-owned businesses, where the determination through the years was to make a difference in their community and the passion to back that up, will be weighing out the options to close their business or offer an opportunity for family members/employees, or 3^rd parties to embrace a new vision, to navigate transitions to profitability, monitor the evolving market trends, and to set themselves and their business up to be unique and profitable.  

What steps would we like to see industry members to help ensure our collective success?

SENPA embraced this generational transition to better understand what the current needs of our membership are. We surveyed independent retailers, brokers, sales in the field, and companies at our SOHO Events and found a touch point to consider.

SENPA engaged a group we call Emerging Leaders in Natural to look at the footprint of our independent retailers, understanding the trends and how their association can support the future of our retail membership.

At the 2023 SOHO Expo, we hosted our first meeting for 14 Emerging Leaders from retailers, brokers, and educators to begin the creative discussions and bring a fresh and dynamic energy to the association. This group has their finger on the pulse of current trends and how to retain the passion from our legacy industry retail owners and supply companies who support them. They are empowered to transform the natural products industry into something better than what we see today.  

Combining their passion and efforts will help more retailers reach their full potential to be sustainable and empower all to recommit to the values that started this industry.

It should go without saying, Independent retailers are essential to the natural products industry.  

They are the source of knowledge, passion, and customer service to their communities. 

Our members bind together by keeping strong relationships and establishing new ones. They support the companies that support their business. 

It should be well noted, partnership is and always will be the key element to build this industry, SENPA and our members prove it every day! As a non-profit trade association, we will engage our members on all levels in education, advocacy and understand business needs to support the longevity of the natural products industry.

As we mark the 30th anniversary of DSHEA, what are the most pressing issues facing the industry, and what steps should industry members take to ensure our collective success?  Read on for more insights from AHPA, CRN, CHPA, INFRA, NPA, and Organic & Natural Health!