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Kim Crawford at GO Natural's NZ Event

ABOUT US

Asia's central B2B ecosystem connecting the world's most innovative food brands with the region's leading buyers.

ABOUT US 

What began as the trusted GO Natural Food Guide has evolved into the GO Natural Food Hub - Asia's central B2B ecosystem connecting the world's most innovative natural food brands with the region's leading buyers. 

OUR MISSION

The natural and organic food industry is built on trust. Buyers are discerning, and consumers demand transparency. Our mission is to be the essential bridge in this ecosystem. We provide a dedicated platform where purpose-driven brands can be discovered and quality-focused buyers can source with confidence.

OUR STORY

A Foundation in the Industry

Our foundation was forged at the very heart of the natural products industry. Long before becoming a digital platform, we were on the ground, acting as strategic partners and organizers for Asia's most influential trade events.

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This hands-on role allowed us to build deep, collaborative relationships with every link in the value chain—from farmers and brand owners to distributors and retailers. This unique immersion gave us a core insight: a significant gap existed between pioneering brands seeking market access and professional buyers searching for verified, high-quality natural products.

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Go Natural Food Hub was created to be the essential bridge, a dedicated ecosystem built on the trust and connections we've cultivated for decades.

Our expertise came full circle in 2009. Pictured here at the inaugural Natural & Organic Asia, founder Yvonne Chang (second from right) was invited by global event leader Informa Markets to consult on the show's launch—a role that leveraged her unparalleled network of industry leaders, brands, and buyers. Informa sought out her expertise and the trusted relationships she had built over decades leading the Natural Products Expo in Asia, bridging her past as an organizer with her role as a strategic connector for the industry's future.

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Our expertise extends across the natural products industry. We were entrusted by our long-time partner, Ecovia Intelligence, to act as their exclusive Asia representative. In this strategic capacity, we spearheaded the organization of the Sustainable Cosmetics Summit in Hong Kong, connecting global thought leaders with the region's dynamic beauty market.

OUR JOURNEY

Key Milestones

2007

A Foundation of Trust

We launched our first publication, the Natural Products Sourcing Guide, to formalize these industry connections and serve a growing market need. 

FG01 Natural Product Sourcing Yearbook 2017
Natural Foods Buyer's Guide 2018 + Natural Beauty Buyer's Guide

2008

A Sharpened Focus 

Responding to specialized market demand, the guide evolved into two dedicated publications: the GO Natural Food Guide and the Natural Beauty Buyer's Guide, solidifying our role as a trusted specialist platform. 

2021 – 2024

Industry Leadership & Recognition

Our guide earned the status of an Approved Trade Publication by the Hong Kong Government (SME Export Marketing Fund) and we became the Official Media Partner for Asia's most influential food trade shows, including Biofach China, HOFEX, Thaifex Anuga, Food & Hotel Malaysia, and the Hong Kong Food Expo. 

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2025

A New Era of Connection

Leveraging over 15 years of network-building and a community of over 30,000 industry contacts, 2025 marks a new phase of strategic growth for us. We opened our Singapore office, launched the Asia Distributors Wanted Program, and integrated AI-powered tools to become a full-service B2B growth ecosystem. 

A MESSAGE FROM OUR FOUNDER

"Our journey has always been about more than just business; it's about building a trusted community. My greatest satisfaction comes from creating the right connections that help purpose-driven brands flourish in Asia."

Yvonne Chang, Founder 
Yvonne Chang @ Power Drink Bar
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