Naturally Chicago Managing Director Jim Slama and Just Ice Tea Co-Founder Seth Goldman thank the audience after their Fireside Chat at the Naturally Rising Chicago Pitch Competition and Forum on June 2, 2025. Photo by Bob Benenson

Naturally Chicago’s big annual event — titled Naturally Rising Chicago Conscious Pitch Competition and Forum — was a multi-faceted success. In multiple ways, it was the best in this long series of business-building events.

The half-day conference was buoyed by a beautiful new location, Venue SIX10, located at 610 S. Michigan Ave. (photo above) in Chicago’s South Loop. The setting provided both beauty and comfort, and best of all, ample space to greatly expand our Innovation Showcase for rising-star brands.

The program was engaging from the get-go, thanks to emcee Amanda Puck’s energizing presence. Amanda, a former Emmy-winning TV food show host, is Vice President of Communications and Brand Development for the Mariano’s and Roundy’s stores and leads their efforts to bring more locally produced brands into their supermarkets.

As always, the centerpiece of our big event was the Pitch competition, where six great emerging brands underscored Chicago’s status as an epicenter for natural products growth and entrepreneurship.

The winner is Ivan Gutierrez of Tierra Negra, which is shaking up the crowded salsa category with his dark salsa made with three varieties of roasted chili peppers. A third-generation restaurateur, Ivan reached deep into his Mexican heritage to develop his product.

Ivan was overjoyed after his name was called as the winner.

*Ivan Gutierrez of Tierra Negra Dark Salsa hugs Naturally Chicago’s Jim Slama, as Pitch finalists Mara Smith of Inspiro Tequila and Sarah Nathan of Nooish look on. Photo by Bob Benenson.*

Ivan had to hit a home run with his pitch because the competition was extraordinary challenging. He will share in a prize package of services, valued at $200,000, with second place finisher Mara Smith of Inspiro Tequila, a woman-owned and -run company that produces clean spirits with beautiful bottling.

But truly, all of these other finalists were winners too, as they elevated their companies and products before an audience that includes retail and foodservice buyers, investors and lenders, and other natural products industry influencers.

Sarah Nathan produces instant matzo ball soup at Nooish.

Annie Ziegler is co-founder of Aryaa Organics, a company with roots in India with products that focus on nutrition foods and a 14-day detox program.

Laura Gardner burst on the local food scene this year with her Local Style Potato Chips, with flavors based on Chicago food icons such as deep-dish pizza, Italian beef sandwiches and Chicago-style hot dogs.

Angelica Ford is the AF in Fueled by AF, which combines the health consciousness in her protein snacks and nut butters with her social mission of providing job opportunities and purpose for individuals with disabilities.

Naturally Chicago congratulates all of the finalists, as well as others from the amazing field of Pitch Slam applicants who participated in the Innovation Showcase.

The finalists greatly benefited from the expertise of their mentors, who helped them shape their presentations. The mentors are part of Chicago Seed Co., a network of of 75 food and beverage investors (link) operated by Naturally Chicago.

We are grateful to the industry veterans who served as judges as faced the challenges of choosing from among these very talented entrepreneurs. From left, Nichole Wilson, Every Body Eat Co-Founder and President; Evan Hyman, Kerry Vice President of Emerging Brands; Ruchi Gupta, Yobee Care CEO (Head Judge and 2024 Pitch Slam winner); Jeffrey Sanfilippo, John B. Sanfilippo and Son CEO; and Luba Safran, Mondelez International Venture Capital Lead.

The Pitch competition, though, was only part of the impactful programming at the event. There were two expert-driven panels that illuminated how commercial buyers choose which brands they are going to offer to their customers.

Naturally Chicago will publish blog posts with takeaways from each panel. For now, here are photos of the panel participants.

Our “How Retailers Approach Local” panelists, from right: Katie Paul, KeHE Senior Vice President for Merchandising (moderator); Rebecca Stephens, Fresh Thyme Market Local Program Manager; Joe Fulco, Fruitful Yield President; Margie Omastiak, Whole Foods Market Senior Forager for Local and Emerging Brands; Travis Reams, Meijer Manager of Supplier Relationship Management; and Amanda Puck, Mariano’s/Roundy’s Vice President of Communications and Brand Development.

Our second panel was “Embracing the Opportunity in Foodservice.” The panelists, from right: Greg Keller, Naturally Chicago Senior Manager (moderator); Dick Thomas, Every Body Eat Co-Founder and Chief Customer Officer; Teresa Ging, Sugar Bliss Founder/CEO; Eve Albert, Compass Group Retail Strategy; and Jeff Nash, Crafty Senior Director of Operations.

*Seth Goldman of Just Ice Tea and Naturally Chicago’s Jim Slama during their Fireside Chat. Photo by Bob Benenson*

We are very proud of our track record of attracting industry superstars to share their experiences at our Pitch Event and Forum. Seth Goldman, our special guest this year provided insights on his journey to success as Co-Founder of Just Ice Tea — the second time he has triumphed in this category. (We will have a full recap in a separate blog post.)

As the formal event neared, Jim Slama and Pitch Slam winner Ivan Gutierrez were congratulated by Phil Clement, President and CEO of World Business Chicago, our city’s premier public-private partnership for economic development.

Naturally Chicago took a few moments for its own victory lap, as Crain’s Chicago Business recognized Jim Slama as a Notable Leader in Philanthropy. Will Madden, Whole Brain Consulting Co-CEO and Naturally Chicago Board of Directors Chairman, made the announcement.

The final bow by Naturally Chicago team members, Board members, and special guests.

Then it was time to shift gears to the reception celebration. Kim Holstein of Twisted Alchemy (a Naturally Chicago Board member) and Tom Bufalino of Beam Suntory previewed the awesome cocktail collaborations — including a tequila cocktail called the Pitch Slama, a mashup of Pitch Slama and Jim Slama.

Then we segued to enjoy each other’s company at the reception. Thanks to Jewell Catering for the delicious hors d’ouevres and to our beverage sponsors: Twisted Alchemy, Inspiro Tequila, Beam Suntory, Chicago’s Pilot Project Brewing, Southern Glazer’s Wine and Spirits, Top Note Tonic and Quari Ice.

And finally, thank you to the following event sponsors and these representatives who spoke at the Pitch Event and Forum: Brian Polencheck of Beckett Industries, John O’Shea of Wells Fargo, and Hannah Law of SPINS. We couldn’t have done it without you.

Our Best-Ever Pitch Event and Forum

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