Redefining Retail Relationships: Jeremiah Bogenhagen on Community, Sustainability, and the Future of Grocery and Natural Retail at the 2025 Naturally Independent Expo
By George Goodwin
When it comes to the natural grocery and wellness space, few people understand the power of community and education quite like Jeremiah Bogenhagen, CEO of Health Essentials and President of the Positively Natural Network.
In the fast-paced world of grocery and natural products, it's easy to get lost in the noise of massive expos and big-box store competition. But the real heartbeat of the industry lies with independent retailers. They're the ones pushing for quality, building local communities, and, most importantly, giving a face to the products we consume.
I recently had the pleasure of speaking with Jeremiah Bogenhagen, President of the Positive Natural Network (PNN) and CEO of Health Essentials, about the critical role of these independent businesses. His insights on leveraging personal relationships, deep education, and community focus are a blueprint for success in today's crowded market.
In this interview recap, Jeremiah shares how independent retailers can grow through connection, education, and innovation — even in a market dominated by big-box stores and eCommerce giants.
Relationship is the Real ROI
The natural products industry has major conventions, but Jeremiah and PNN focus on quality over quantity. Their upcoming show is intentionally smaller—about 150 attendees and 50-75 retail centers—to maximize meaningful interaction.
Why Smaller is Better for Business
Jeremiah stresses that at large shows, "I can't even get FaceTime to the people I know... it becomes very, very hard because there's so many people." The PNN marketplace is designed to cut through that noise.
Mutual Support: The mission is to connect like-minded retailers to like-minded suppliers—those who genuinely support independents.
The Customer Feedback Loop: Suppliers gain as much as retailers do. As Jeremiah notes, producers need independent retailers to know "what the customers are saying, what the customers are wanting, what the customers are needing."
A Higher Return: Exhibitors at the PNN show consistently report a higher Return on Investment (ROI) because they get the time to truly educate retailers and build long-term trust.
Why Independent Retailers Still Matter
While national brands and major online platforms dominate headlines, independent retailers still drive nearly 40% of all U.S. natural product sales. These smaller stores are where real relationships and education happen.
“Independent retailers are the backbone of the natural products industry — they’re the ones talking to customers every day and building trust,” says Jeremiah.
The Power of Personal Connection
Jeremiah’s approach goes beyond transactions. His philosophy is rooted in relationship-driven business, where education and authenticity guide every decision.
At his store, Health Essentials, shoppers can access everything from functional medicine consultations to food sensitivity testing, biofeedback, and acupuncture — all under one roof.
That level of personal service makes customers travel up to 200 miles just to shop there.
What Makes the Positively Natural Network Unique
The Positively Natural Network (PNN) is a professional community that connects independent retailers and natural product suppliers through education, advocacy, and collaboration.
Focus on Quality Relationships
Unlike massive trade shows that can feel rushed and overwhelming, PNN’s annual expo focuses on meaningful connections between retailers and suppliers.
The show hosts around 150 attendees and 50 to 75 retail centers, giving everyone the chance to actually talk, learn, and build partnerships.
“Smaller doesn’t mean less impact — our exhibitors often say they make more real connections here than at the big expos,” Jeremiah explains.
A Hub for Education and Growth
The Positively Natural Expo isn’t just a trade event; it’s an educational experience.
Topics include:
Competing with big-box and online retailers
Best practices for retail buyers
Distributor and brand collaboration strategies
Hot health trends like nitric oxide, microplastics, and dermatological supplements
Peer-to-peer learning is a major part of the event, too. Retailers share real-world strategies that others can take home and implement.
How Education Builds Trust and Loyalty
For Jeremiah, education is the ultimate marketing tool. His team at Health Essentials is trained not just on what products do — but why they matter. That depth of knowledge helps create trust and credibility with every customer interaction.
He emphasizes food education as much as supplement education. “We’re teaching people what’s actually in their food and how it affects their health,” he says. “That’s what keeps customers coming back.”
The Key Takeaway
If you’re a grocery or wellness retailer, education and authenticity should be at the core of your marketing strategy. When your staff understands the science and story behind your products, your customers will too — and that’s how loyalty grows.
How to Compete and Win as an Independent
Jeremiah identifies the two biggest threats to indie retailers as online sales and big-box pricing. However, he’s found powerful, actionable ways to not just survive, but thrive.
1. Be the Destination, Not the Commodity
For Jeremiah, being in rural Colorado means he has to draw customers from a 200-mile radius. He does this by focusing on what makes his store unique.
"We have customers that come from central Kansas all the way from the edge of Denver and Colorado Springs... it's because we've become this education Mecca out here."
2. Embrace Diversity and Curation
While big stores focus on the top five best-selling items, independents can offer far more value to suppliers and customers by diving deeper.
Offer the Full Line: Independent retailers often sell a supplier's entire line of 50 products, not just the top five. This commitment is a powerful partnership opportunity.
Find Your Niche: Focus on carrying CPG brands with "amazing products" that you just can’t get anywhere else locally. Diversity is the most underrated aspect of succeeding as an independent retailer today.
Jeremiah's Pro Tips for First-Time Expo Attendees
If you’re planning to attend your first Positively Natural Expo (or any trade show), Jeremiah has two pieces of advice:
Absorb as much as you can. Use digital tools or AI transcriptions to keep track of all the insights you gather.
Focus on relationship-building. Don’t just network for business cards — look for partnerships that align with your values.
If you're attending a trade show, take it all in and use modern tools! "There’s so many recording transcribing devices... that has been my godsend for the last like three years." Utilize AI and transcription apps on your phone to capture all the information, then boil it down to actionable steps later.
Trending in Natural Retail: What’s Hot Right Now
We wrapped up our chat with a quick look at some of Jeremiah’s favorite emerging trends:
Mineral health: “I’m passionate about trace minerals like boron, zinc, and iodine for balancing hormones and supporting overall wellness.”
Gut health solutions: “Leaky gut and liver detox products are key for helping people rebuild health from the ground up.”
These are the kinds of functional wellness trends gaining traction in both grocery aisles and supplement shelves — and they’re not going anywhere soon.
Key Takeaways
Independent natural retailers drive 40% of U.S. sales in the category.
Smaller expos like the Positively Natural Network foster deeper, more actionable business relationships.
Education = retention. Teaching your customers builds trust and long-term loyalty.
Emerging trends: minerals, gut health, and personalized nutrition are shaping the next wave of natural products.
FAQs: The Positively Natural Network and Independent Retail Success
What is the Positively Natural Network?
The Positive Natural Network (PNN) is an organization and community focused on supporting independent natural product retailers by bringing them together with like-minded suppliers through focused trade shows and educational programs. It’s a professional community that connects independent natural retailers and suppliers, focusing on education, networking, and business growth.
When is the next Positively Natural Expo?
The event is held annually, typically in the fall. For exact dates and registration details, visit the Positively Natural Network website.
How can independent retailers compete with big-box stores?
By focusing on personalized service, local education, and product transparency. Community connection is your biggest advantage over large corporate chains.
What kind of education does the network offer?
Workshops on sales training, marketing strategies, product trends, and natural health innovations — all tailored to help retailers grow sustainably.
How can a small independent store compete with big box stores?
You win on experience, expertise, and unique product selection. Big box stores win on price and volume. You win by offering expert advice, hosting community events, and carrying full product lines and niche brands that customers can’t find anywhere else.
Final Thoughts
The future of grocery and natural wellness isn’t just about bigger stores or flashier marketing — it’s about trust, connection, and education.
Jeremiah Bogenhagen and the Positively Natural Network are proving that when people come together with purpose, the entire industry benefits.
Learn More & Reach Out
🌿 Ready to grow your natural retail business through real connections and education? Join the movement that’s empowering independent retailers to thrive.
Let’s talk about how Positively Natural Network and Innovar Marketing Agency can help you build stronger partnerships, educate your customers, and compete with big-box brands.
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🤝 Connect with the Guests
Jeremiah Bogenhagen — LinkedIn - https://www.linkedin.com/in/jeremiah-bogenhagen-032b2198/
George Goodwin — LinkedIn - https://www.linkedin.com/in/number-one-marketer/
george@innovaragency.com
podcast@innovaragency.com
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