Exclusive: MAHA is reshaping Amazon’s Whole Foods and other consumer packaged goods companies’ supply chains more than tariffs right now, manufacturing platform CEO says
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Exclusive: MAHA is reshaping Amazon’s Whole Foods and other consumer packaged goods companies’ supply chains more than tariffs right now, manufacturing platform CEO says

August 19, 2025
07:33 PM
5 min read
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Keychain, a manufacturing platform, has seen an uptick in “natural” projects from its customers as food retailers respond to the healthy eating push.

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August 19, 2025

07:33 PM

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Law·Donald TrumpExclusive: MAHA is reshaping Amazon’s Whole Foods and other consumer packaged goods companies’ supply chains more than tariffs right now, manufacturing platform CEO saysBy Nino PaoliBy Nino PaoliNews FellowNino PaoliNews FellowNino Paoli is a Dow Jones News Fund fellow at Fortune on the News desk.SEE FULL BIO The Make America Healthy Again movement led by President Donald Trump and Robert F

Kennedy Jr. is shifting American supply chains.U.S. consumer packaged goods companies are shifting their supply chains in anticipation of stricter food regulations and to cater to the Make America Healthy Again movement led by President Donald Trump and RFK Jr

The industry is “more focused” on duct shifts than tariffs right now, the CEO of Keychain, a sourcing platform that serves eight of the top 10 retailers, tells Fortune

U.S. consumer packaged goods (CPG) giants are racing to get ahead of President Donald Trump’s Make America Healthy Again movement

Looming food regulatory changes and social media-driven consumer behavior changes are reshaping the intricate web of ingredient sourcing, manufacturing and marketing, and shifting supply chains

Keychain, an AI-powered sourcing platform that serves some of the world’s biggest brands and retailers, including Amazon‘s Whole Foods, 7-Eleven, and General Mills, saw an uptick in jects flagged as “natural” from 6.81% in August 2024 to 21.7% by February 2025, according to company data

Keychain founder and CEO Oisin Hanrahan told Fortune CPG companies and stakeholders in the industry are “more focused” now on RFK Jr.’s influence and the MAHA movement than they are on tariffs. “From where we sit at Keychain and the conversations we’re having daily, MAHA is reshaping how CPG companies think formulation and marketing, especially what counts as ‘natural,’” Hanrahan said in an exclusive interview

For the sourcing platform, jects categorized as “natural” include keywords such as: natural, clean ingredients, clean label, no artificial ingredients, no artificial flavors, organic ingredients, better-for-you, non-GMO, and no seed oil

RFK Jr. has previously said Americans are being “unknowingly poisoned” by seed oils, despite scientific re refuting this claim

Keychain has tallied more than 10,000 natural jects for each of the past three quarters, which amount to more than $3 billion in value. cessed-food titans and duce growers are modifying advertisements and ducts to fit from the MAHA movement, which in some cases, has led to jumps in sales, The New York Times recently reported

Keychain, which just closed a $30 million Series B funding round led by Wellington Management and existing investor BoxGroup, serves eight of the top 10 American retailers as well as small es

Hanrahan said everyone wants a piece of the MAHA pie. “Brands are actively rethinking sourcing strategies, in some cases shifting to new manufacturing partners altogether to meet ‘natural’ positioning requirements,” Hanrahan said. “That’s not a small task.” Sourcing reformulated ingredients, especially those that meet a “better-for-you” threshold, often comes with longer lead times, higher costs, or the need to entirely revamp supply chains, Hanrahan said

Notably, smaller brands looking to tweak their ducts feel the squeeze the hardest, lacking the financial and operational flexibility of the CPG giants

Even for top retailers, rapid adaptation is key to staying relevant. “Larger brands might be better-positioned to absorb those costs or shift schedules, but even they’re feeling pressure to move quickly and avoid falling behind the consumer narrative,” Hanrahan said

But brands aren’t just looking to fit from the health trend, they also are staring down a regulatory reckoning underway

Former President Joe Biden’s administration banned Red Dye No. 3 in January just before he left office, but Trump moved in April to expedite the shift as part of a larger phase out of petroleum-based food dyes from the American food supply

Keychain’s real-time data and tools have let brands and private labels dissect their sourcing at the most granular level, Hanrahan said. “There’s more focus now, not just on finding an American manufacturer, but on down every component—manufacturing, ingredients, packaging—into its origin and compliance,” Hanrahan said

As MAHA standards tighten, brands have turned to dual-sourcing or dual-manufacturing strategies, a shift first seen during the COVID-19 pandemic

As for price changes to come from the MAHA shift, Hanrahan said counteracting forces will most ly keep food ducts’ sticker price steady. “Reverting back to more natural ingredients actually reduces the cost, in some cases, of the raw ingredients and the bill of materials,” he said. “But shelf life goes down and duction costs go up, which means you need better logistics and fresher supply chains.” Some manufacturers and brands are willing to make the jump for fear of losing health-conscious consumers and looming regulatory changes

After months of urgent responses to tariffs and trade disruptions, the action and anxiety in CPG boardrooms is now shifting to food regulation—what gets banned, reclassified, or relabeled next. “The market is already behaving as if the rules are here,” Hanrahan said. “Brands that are unable to keep up risk being left behind.” Introducing the 2025 Fortune Global 500, the definitive ranking of the biggest companies in the world

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