Some 15 years ago you could sell the ugliest product at a farmers market by just claiming that it is handmade and natural. It is not the case anymore. "Natural", "plant based" and "botanical" as well as "handmade" or "made with love" are not enough to distinguish your products in a highly competitive market. Even some more recent trends such as "vegan", "Halal" or "raw" are no novelty anymore.
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