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Gaining Consumer Confidence by Finding Common Ground

By: Kayla Fioravanti
Posted: June 3, 2010, from the June 2010 issue of GCI Magazine.

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Trends in natural products will come and go, but ethical responsibility and sustainability will always remain at the forefront with natural-positioned products. According to Mintel’s latest report on green living, “The environment remains a concern for the majority of Americans. More than one-third (35%) of survey respondents say they would pay more for ‘environmentally friendly’ products.”

At the core of consumers who lean to natural is a desire to protect the Earth, use nontoxic products and support companies with ethical business practices. Chasing ingredient trends will lead nowhere if the core of the corporation isn’t in alignment with the cornerstone of these interests in natural.

Kayla Fioravanti is the vice president, chief formulator, and ARC-registered and certified aromatherapist for Essential Wholesale and its lab division Essential Labs. In 1998, Fioravanti started creating products in her kitchen using essential oils. Essential Wholesale grew out of a $50 investment in raw supplies, which has become a multimillion dollar company housed in a 30,000-square foot certified organic facility. She was a recent finalist for ICMAD’s “Innovation of the Year,” and Essential Wholesale has been recognized by the INC 5000 as one of the fastest-growing companies in America for three years in a row.