2025 was a transformative year for Northwest Naturals, one defined by modernization, momentum, and meaningful progress. As the market evolved, so did we by strengthening our capabilities, deepening our expertise, and advancing the fruit juice solutions our partners rely on every day.
A Rebrand That Reflects Who We Are Today
This year we introduced the first phase of our NWN rebrand, including a refreshed website designed to help customers easily navigate our offerings and an updated logo that better represents the strength of our team and solutions. This launch marks the beginning of a broader brand-awareness effort that will continue into 2026 as we elevate how Northwest Naturals shows up across the food and beverage industry. Keep an eye out for continued enhancements as we expand and modernize our presence.
Investing in People, Expertise, and the Customer Experience
2025 also brought meaningful organizational growth, including the addition of two key roles: Technical Application Specialist Chris Freeman and Marketing Manager Brenda Zavala-Livengood, to strengthen our commercial team, bridge Sales and R&D, and ensure our capabilities are clearly represented in the market.
Combined with robust internal trainings across departments, these investments sharpened technical expertise, aligned the team with evolving industry trends, and ultimately supported more efficient processes and happier customers.
Elevating HiFly™ to Meet Market Demand
As low-calorie, fruit-forward beverages continue to grow, our team refined the HiFly™ line to deliver even more cost-effective, high-impact true-to-fruit blends across RTD beverages, alcohol, functional applications, and sparkling waters. These enhancements allowed customers to maintain clarity, reduce sugar, and introduce vibrant fruit taste while significantly lowering formulation costs — a solution well-aligned with where the market is heading.
Navigating Tariffs and Market Volatility With Stability
While tariff changes introduced uncertainty for many in the industry, our sourcing and procurement teams worked smarter to minimize customer impact. We explored alternative sourcing, leveraged our global and domestic networks, and continued to build juice blends that stabilized variability in cost, brix, color, and availability. This behind-the-scenes work reinforced what our customers know well: blends offer greater consistency and predictability through any market shift.
Staying Steady Through Fruit Shortages
Global shortages — strawberry in particular — put upward pressure on supply and pricing. Our approach centered on strategic blending, allowing us to maintain high-quality fruit juice solutions while strengthening cost control and year-round consistency for our partners.
A Standout Moment: SupplySide Global
SupplySide Global officially marked NWN’s rebranded launch, expanding our reach into new industries beyond beverage. The event allowed us to share our updated branding, introduce new product concepts, test fresh messaging, and gather valuable feedback from companies across multiple sectors. The response reaffirmed that the work we’re doing — especially with blends and turnkey fruit solutions — resonates far beyond our traditional categories.
Looking Ahead to 2026
As we move into the new year, our focus remains the same: add value, anticipate market needs, and continue delivering the most consistent, cost-effective turnkey blends for brands of every size. With an energized team, expanded expertise, and stronger market presence, we’re ready to keep pushing forward.
Here’s to another year of innovation, collaboration, and creating fruit solutions that make our customers’ products shine.
If you’re planning new formulations for 2026, our team is here to help you build fruit juice solutions that are consistent, cost-effective, and ready for market. Let’s create something great together.
