Many new natural food brands often struggle to find their footing in this ever-expanding market.  With trends that are in constant flux, it can be quite difficult for new brands to find a niche within the natural foods market that can offer long-term sustainability. This week on Beyond the Shelf we spoke with Jeff Grogg, who is the Managing Director at JPG Resources. In this episode, we discussed the recent history of the natural foods industry, as well as common pitfalls new brands often fall into. Jeff also shared with us why microtrends (such as trendy ingredient-based products) have a short shelf life, and what sort of macrotrends brands should focus on when creating new products.