See the Natural Channel.

Explore the geography and connections between the brands, retailers, distributors, and consumers that shape the natural products marketplace—through organized information and contributions from people working in the channel.

Explore what you can do

Golden Gate Bridge from Baker Beach, San Francisco — San Francisco

New York City city view in daylight — New York

Boulder / Denver city view in daylight — Boulder / Denver

Los Angeles city view in daylight — Los Angeles

Explore MarketsCity photography · Wikimedia Commons

Laurel Supply market storefront in West Hollywood

Explore RetailersCourtesy of Laurel Supply

Official GoodPop frozen pops and TRIP drinks photography

Explore BrandsOfficial brand photography

Build a Map

Kate the CloserYour Sales Rep

Growth simulatorStores × Products × Velocity

Build a BrandTry your growth plan with Kate the Closer

Early Whole Foods Market team gathered outside a storefront

See the HistoryWhole Foods Market, via loveMONEY

Learn the Channel

Austin market and Stevie Ray Vaughan statue

01 · MarketsMarketsSee the natural channel market by market. Explore the retailers, independents and geographic landscape shaping natural products across the U.S.Browse Markets

02 · BrowseRetailersWhole Foods, Sprouts, Erewhon, independents & more

03 · BrowseBrandsDiscover brands shaping the natural & specialty channel

NaturalChannel.com editorial franchise

MONTHLY FEATURED INDEPENDENT

Featured Independent

Laurel Supply

West Hollywood, California

A new take on the neighborhood natural market—and a useful signal of where independent retail may be heading.

The produce department at Laurel Supply with its colorful organic produce display — Courtesy of Laurel Supply

Explore Laurel Supply

From the channel

MONTHLY FEATURED BRAND

Courtesy of TRIP

Monthly Featured Brand

TRIP

Sparkling drinks with magnesium and botanicals

A fresh take on the daily drinks ritual, with lightly sparkling flavors, magnesium and botanical ingredients.

Explore TRIP

04 · Learn the Channel

Understand how the natural channel works.

Get a visual overview of the major retailers, networks, markets and infrastructure that shape natural products.

Learn the Channel →

The interactive map tool

NATURAL Channel Explorer

View and build your map.

See retailer locations, compare accounts, and build a map of your target markets.

Open Map Explorer

Location atlas1,285 locationsTap a group to zoom in

Active layersRetailer locationsUNFI distribution centersKeHE distribution centers

The interactive growth tool

NATURAL Channel Brand Builder

Plan and grow your brand.

What would it take to reach your next revenue milestone? Try different store counts, velocities, and shelf placements with Kate the Closer, your natural channel sales rep.

Open Brand Builder

Your growth equationStores × Products × Velocity

Small changes. Different paths. See how the numbers move.

Go deeper into the natural channel.

TimelineThe people and milestones that built the channel.→StoriesPerspectives from across the natural-products ecosystem.→ResourcesDirectories, methodology and useful industry references.→

Natural Channel is an independent visual resource for understanding the natural & specialty channel.

About Natural Channel →