ANAHEIM, Calif. -- Makers of natural food products lack a plan to market their brands through the food trade. Some 1,500 exhibitors showed their latest products in the so-called "healthy products" industry at Natural Products Expo-West here in March. From interviews on the exhibit floor, it was clear that many executives believe that all you need to succeed is to introduce new products suitable for the trade and appoint some appropriate distributors. Having a real marketing program in many ...

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