In this episode of The Natural List, co-hosts Jessica Rubino and Adrienne Smith reflect on the wellness stories and media moments echoing through the industry. 

They begin with the Netflix series Apple Cider Vinegar, a dramatized account of former influencer Belle Gibson, whose fabricated health claims offer a sharp reminder of why credibility, compliance and consumer trust matter—especially in a space built on better-for-you products. 

The conversation shifts to a recent Newsweek article citing Nutrition Business Journal data on the rise of functional mushrooms. With nearly 40% of consumers now incorporating mushrooms into their diets through food, beverages or supplements, this trend remains especially strong among Gen Z shoppers who are increasingly swapping alcohol for functional alternatives. 

Next on the agenda is plant-based milk innovation. Inspired by a roundup from Vogue, Jessica and Adrienne discuss new blends made from ingredients such as koji rice and sunflower seeds. They also revisit Douglas Brown’s article, which examines how tariffs are impacting grocery supply chains and pricing strategies, particularly for small, independent retailers dealing with rising costs and supply pressures. 

The episode wraps with a quick reminder that registration is now open for Newtopia Now, which returns to Denver Aug. 20–22. Tune in for a timely discussion that bridges wellness culture, product innovation and the media narratives shaping natural CPG today.