From Roots to Renewal: Where We’ve Been & Where We’re Going

What happens when a movement becomes an industry?

For 50 years, the natural products community has challenged convention, built businesses around deeply held values, and helped reshape the way we think about food, health, farming, and commerce. But as the movement has grown, so have the questions: What did we get right? What have we lost? And what do we want the next 50 years to look like?

Join Tom Lively, Shawn Donnille, and Val Emanuel for a candid, cross-generational conversation about where the natural products movement came from, what has endured, and what needs to change. From the early days of organic farming and natural products to today’s values-driven businesses and the expectations of a new generation, they’ll explore the tension between growth and independence, mission and margins, tradition and innovation, and what it takes to build an industry worth passing on.

This isn’t just a look back. It’s a conversation about what comes next: what we need to protect, what we need to let go of, and how this community can work together to shape the next 25 years.

Three generations. Fifty years of history. One big question: Where do we go from here?

 

Tom Lively has spent nearly five decades helping build the organic and natural foods movement in the Pacific Northwest. A farmer, produce expert, storyteller, and longtime (Inter Galactic) Account Representative with Organically Grown Company, Tom began growing organically at Thistle Organics and Riverbrook Farm in Eugene in the 1970s, long before national organic standards were established. At OGC, he spent three decades championing organic produce, cultivating relationships with farmers and independently owned retailers, developing organic programs, leading farm tours and educational events, and helping buyers and consumers understand the connection between quality produce, farmers, varieties, and the land. His work helped strengthen the regional organic supply chain and supported countless farms and growers along the way.

Known as a curious, creative, and joyful “raconteur,” Tom brings an extraordinary depth of knowledge and a remarkable memory for the people, products, and stories that shaped the organic movement. He served twice on OGC’s board, contributed to its charitable giving, created its Farm to School apple program, authored ‘Produce 101: The Botany of Produce’, and continues to farm on his Eugene property and sells the most incredible peaches, among other delicious crops, at the weekly farmers market in Eugene, OR. From growing organic sugar snap peas in 1979 to championing ethically traded organic bananas and mentoring generations of farmers, retailers, and natural products professionals, Tom’s legacy is rooted in a simple belief: great food, good relationships, and a healthy planet are all connected.

Shawn Donnille is the Owner and President of Mountain Rose Herbs, and has been with the company since 1999. He defines himself as an “entrepreneurial activist” for the purpose of changing the way that businesses conduct themselves on this planet and Mountain Rose Herbs is widely regarded as one of the most accomplished organizations with regards to sustainability initiatives. The company has given thorough consultation to numerous organizations including businesses, local and state governments, national agencies and non-profits. Shawn is a devout defender of organic agriculture, and pesticide free living, and this passion has been successfully infused with the company wide branding of Mountain Rose Herbs.

Known for adopting a first mover advantage, Mountain Rose Herbs has been in business since 1987, started a mail order catalog in 1989, and began selling online in 1999, being the first herb company to sell herbs, spices, and teas online.

 

Val Emanuel is the founder of Rif Care, a period company that creates biodegradable and eco friendly products out of hemp fiber and Role Models management, the first ethical talent agency that now acts as a consulting agency for brands trying to build relationships with communities of eco conscious consumers. As a creator, Val has worked with some of the top brands in the world, and made videos about subjects like sexual health, menstruation, entrepreneurship, motherhood and more. Her platforms have a reach of over 100,000 on Tiktok and IG combined, and 20+ million video views.