Of all our efforts to reveal the health hazards in our food system, our most recent eye-opening education came from an unexpected place: Natural Products Expo West.

If you’re not familiar, Expo West is an annual gathering in Anaheim, California that attracts manufacturers, distributors, practitioners, media, and educators in the business of natural and organic lifestyle products. (There’s also a yearly sister event, ‘Expo East’ that happens in Philadelphia.) A giant exhibition, it’s a rush of discovery and connection. Brands from all over come to tout their health-focused foods, vitamins, and personal care items. They wax poetic about innovations in the industry, from newly revealed super ingredients or sustainable ways to package.

In many ways, Expo West is a place we tap into our energy. So many people here are our people—those who’ve built smaller brands dedicated to providing a clean, just, equitable way to provide better, more wholesome products. But in truth, there’s still a lot that lives between the lines here. This crush of creators, marketers, and information—as exciting as it all is—demanded our most discerning hats. The following are some of the biggest things we learned this year.

#1: Small Brands Have It Hard

As Nichole and Adrienne walked the aisles, they talked to many smaller food brands. Some brands were more established, others new to the industry. The drive fueling these companies was infectious: Their goal was to create high-quality, healthy food products for the masses. Yet they all faced a challenge: How to grow in a sea of corporate food giants without compromising their values.

The consensus among these brands is that it’s hard to keep up in a market dominated by giant companies that put profits over health. This shows us mostly in ingredients. Let’s say a small brand starts by using a high-quality natural alternative to sugar, such as dates. They market this choice as a healthier option, which it is. But dates are expensive, and when a company needs to scale beyond a niche audience, they may choose to nix the dates for less costly sugar. This is especially true if a brand wants to get shelf space in a mass-market grocery store.

So what gives? We don’t have the answer here. In many ways, we’d rather see a brand make some concessions if it’s still providing a better alternative to the conventional mass-produced options. On the other hand, it’s unfortunate how steep a hill many values-aligned food brands must climb.

#2: We Need to Continue to Read Our Ingredients

Let’s stay on the topic of small brands scaling. We were thrilled to see so many boutique companies striving to reach a broader audience, whether this means selling to larger markets or scaling their manufacturing to meet demands. But as we’ve mentioned, many end up altering their ingredients to keep up. This may mean swapping one ingredient for a less expensive one. But it also includes incorporating additives that bolster a product’s shelf life or enrich its consistency. For instance, we saw brands incorporating guar gum for shelf stabilization when they didn’t include this ingredient last year. (We also found loads of sugar and erythritol in certain products.) This is part of the business cycle, as these brands need to grow and reach a broader market.

The onus is on us to keep learning and reading our ingredients. Our takeaway: Never take a product’s ingredient list for granted. One brand may start with a limited and clean ingredients list when selling at a farmer’s market, but once they reach a broader consumer base, they start to weave in things that may or may not be healthy. We must stay educated and know our ingredients. It’s a hard truth: Most food companies don't exist for our health. They exist to sell their product. So keep picking up and turning over every product.

#4: Every Choice—Big or Small—Matters

It can be overwhelming to always stay positive and joyful in the face of wellness. (Note: We’ll be exploring this topic in an upcoming feature!) At PrimaFoodie, we lean into clean, healthy food every day, and still, we recognize how it can be a slog at times. Especially when a supposed clean brand starts including subpar ingredients. What? Does this bar have erythritol in it? But here’s what we want to say: Small decisions matter. Tiny steps make a difference. For instance, it may be impossible to completely rid packaged foods from your diet right now. But by swapping out conventional crackers for ones made by a smaller brand that uses cleaner ingredients, you’re choosing your health that you can build on. You’re also supporting the companies who are fighting the good fight in a giant and still corrupt food system.

This sentiment underscores why we love to offer you recipes. Starting by cooking one more meal at home than you usually do can lead to a giant difference. This creates momentum for more healthy decisions.

We call these the small wins—and they’re one of the best things we can do for our health, hands down.