From department store executive to international natural products expert, Mary Allen has built a career bridging wellness, trade and innovation. As the Founder and President of Natural Brand Works LLC, she helps North American brands expand globally through partnerships with major organic events across Europe and Australia.
Mary Allen’s journey into the organic world began in the fast-paced industry of fashion retail. As a former vice president for a U.S. department store chain, she traveled the globe sourcing and developing products – experience that sparked her entrepreneurial path.
– That foundation inspired me to launch Savvy Green and later Natural Brand Works, she says.
– My goal was to help North American natural and organic businesses grow their brands and use global resources effectively.
Her approach combines the precision of a merchandiser with the passion of a wellness advocate – a rare balance that’s become her signature in the international organic scene.
Allen has watched the organic industry evolve from niche to mainstream – a shift she describes as both cultural and commercial. Consumers, she notes, are no longer treating organic as an indulgence but as a standard of quality and ethics.
– The move toward healthier, more sustainable choices has transformed the market. It’s now supported by stronger production capacity and smarter policies.
This evolution reflects a global mindset change – one where wellness and sustainability are not separate conversations, but the same one spoken in many languages.
For Allen, the next wave of innovation lies with a new generation of consumers.
– People want cleaner, simpler products – free from unnecessary chemicals or additives, she says.
– Younger buyers especially value health, sustainability and ethical sourcing.”
With the price gap between organic and conventional products narrowing, she sees accessibility expanding and demand growing. Resulting in a consumer base that’s both informed and empowered, pushing brands to be more transparent and responsible.
Despite growth, Allen is quick to point out the industry’s ongoing hurdles.
– There are still real challenges – from import competition to certification burdens and supply chain issues.
Allen believes that sustaining the organic movement will require innovation and cooperation across borders. Her consulting work focuses on helping companies anticipate these complexities while keeping sustainability at the heart of their strategy.
Through her role with Easyfairs, Allen works closely with the Nordic market – one she sees as a model for the rest of the world.
– Nordic consumers are deeply committed to healthy, sustainable living. That mindset drives real innovation.
It’s a region that, in her eyes, perfectly blends minimalism with mindfulness – a reflection of how the global organic movement can look when ethics and aesthetics align.
At this fall’s Nordic Organic Expo in Malmö, Allen will share insights from her travels and trend research across continents. Her goal is to give brands the foresight to stay ahead.
– Understanding these shifts helps companies align with consumer values and position themselves strategically.
For Allen, the organic industry’s momentum is not just about market growth – it’s about a global lifestyle transformation.
– The future of organic belongs to those who lead with purpose.
By Rebecca Hyde-Price Aggestam
