Nutritional Products International (NPI), a global brand management firm specializing in helping health and wellness companies enter the U.S. market, has highlighted the growing importance of Newtopia Now as the natural products industry prepares to gather in Denver from Aug. 18-20, 2026. NPI founder and CEO Mitch Gould plans to attend the event, which will bring together more than 500 emerging and established brands alongside retailers, distributors, investors and industry leaders at the Colorado Convention Center.
Gould, who has sold into tens of thousands of retailers throughout his decades in the health and wellness industry, has worked with major chains including Costco, Walmart, Walgreens, CVS, The Vitamin Shoppe and Vitamin World. He has also partnered with some of the world's most recognizable athletes and celebrities, including Steven Seagal, Wayne Gretzky and Hulk Hogan, on product and brand initiatives. That experience gives Gould a long-term perspective on the role industry gatherings such as Newtopia Now can play in connecting emerging brands with the people and organizations that can help them grow.
"Events like Newtopia Now give you an early look at where the natural products industry is heading," Gould said. "You see emerging brands, new product concepts and changing consumer priorities all in one place. For anyone involved in bringing products to market and building retail distribution, that makes these gatherings extremely valuable."
The 2026 event will feature brands and products across food, beverage, wellness, beauty and lifestyle categories, along with educational programming addressing topics including regenerative agriculture, clean beauty, sustainable packaging, funding and emerging consumer trends. This year's Newtopia Now also introduces its first International Pavilion, featuring APEX Brazil and a collection of Brazilian brands. Gould said the international component reflects a broader trend he has witnessed throughout his decades of experience in the natural products industry.
"The U.S. remains an extremely attractive market for companies around the world, but entering this market requires much more than having a good product," Gould said. "International brands need to understand American consumers, retail expectations, logistics, market positioning and how they are going to support the brand once it reaches the shelf. Events that bring global innovation together with the U.S. retail community can help start those conversations."
Helping domestic and international brands navigate those challenges has been central to NPI's work. Gould developed his "Evolution of Distribution" platform to provide companies with a coordinated approach to U.S. market entry that brings together global logistics, product readiness, market positioning, retail and e-commerce placement, and post-placement marketing. Gould believes events such as Newtopia Now are particularly valuable because they bring multiple parts of the natural products ecosystem together in one environment.
"Innovation doesn't happen in isolation," Gould said. "Brands need retailers, retailers need products that connect with consumers, and international companies need partners who understand how business gets done in the United States. Bringing those groups together is one of the things that makes an event like Newtopia Now important."
For Gould, the continued growth of events such as Newtopia Now also demonstrates the pace at which the natural products marketplace continues to evolve. "Consumer interests change, new categories emerge and innovative brands are being created around the world," Gould said. "You have to stay close to those developments because today's emerging idea can become tomorrow's major retail category."
Newtopia Now 2026 takes place Aug. 18-20 at the Colorado Convention Center in Denver. The event is poised to be a significant gathering for industry stakeholders, offering a glimpse into the future of natural products and the trends that will shape the market. Gould's participation underscores the importance of such events in fostering innovation and collaboration across the industry.
