By  on December 22, 2011

NEW YORK — Three years ago, Avalon Organics set out to transition its line of personal care products from one that loosely followed natural and organic guidelines to one that offered products that were made as natural and organic as a company could provide. In doing so, Avalon turned to the NSF/ANSI 305 standard, the American National Standard specific to personal care products that contain organic ingredients, one that closely mirrors the U.S. Department of Agriculture (USDA) guidelines for natural and organic food.

The shift makes Avalon the first to change its entire lineup, upgrading more than 90 formulas for 100 stockkeeping units, according to the company. “I think we’ll be the only one that offers everything from shampoo to body lotion, and be in all the major categories [with the standard],” said Emma Froelich-Shea, senior vice president, marketing and R&D of Hain Celestial Personal Care. The new products began shipping in the fourth quarter to Whole Foods, Target, Wal-Mart and drugstores across the country.

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