Americans are walking away from industrial food faster than at any point in modern history, and the dollars are moving with them. For retailers and investors, this isn’t a trend to watch. It’s a trade to front-run.
Share of Americans who say they’re confident in the U.S. food supply; a 13-year low, down from 70% in 2023. Trust is collapsing, and shoppers are voting with their carts.
International Food Information Council, 2025 Food & Health SurveyU.S. parents who identify as part of the Make America Healthy Again movement; a cross-partisan coalition demanding cleaner ingredients, fewer additives, and real food in schools.
KFF/Washington Post Survey of Parents, 2025
U.S. consumers who support phasing synthetic dyes out of food. Free-from claims are now the single fastest-growing call-out in the snack aisle.
Source: NielsenIQ, 2025Sprouts Farmers Market same-store sales growth, Q1 2025. The natural-channel grocer is growing nearly 15x faster than the broader grocery industry.
Sprouts Q1 2025 earnings; Placer.aiGlobal consumers who bought more fresh, unprocessed food in the past year. Ultra-processed alternatives are losing volume across multiple categories for the first time in a generation.
Innova Market Insights; Euromonitor 2025Growth in U.S. organic beef sales in 2025. Organic eggs: +22.4%. Organic ice cream: +33.7%. When a category goes organic, it doesn’t go back.
Organic Trade Association, 2026
U.S. organic sales in 2025 up 6.8%, more than double the conventional grocery market’s growth. On pace to cross $100B by 2030.
Organic Trade Association, 2026 Organic Market Report
Sprouts’ average shopper earns $96,800 — well above the category. They read labels. They pay premiums. They tell their friends. And they don’t come back to brands that compromise.
The category buyers who win the next 5 years will be the ones who built their natural and organic sets before the rest of the market caught up. Gheelish is the kind of brand that anchors a clean snack reset; credentialed, certified, on-trend without being a fad, and already proving velocity at Sprouts, Erewhon, Thrive Market, and Sam’s Club.
Request meeting →With policy tailwinds, generational handoff, and a collapsing trust gap in industrial food — is the rare structural opportunity that hides in plain sight because it lives behind a popcorn bag.
We’re building Foods You Know as a portfolio brand: starting with popcorn and tortilla chips, expanding into the rest of the pantry where industrial ingredients still dominate and a clean alternative doesn’t exist. If you invest in CPG, in better-for-you, or in the consumer migration off ultra-processed food, we’d like to talk.
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