Kimball Communications today announced the launch of a new natural products/healthy foods division, a move designed to clearly define Kimball’s specialization in this growing industry.

With a formal launch planned for Jan. 1, 2014, Kimball began discussions this week with clients at Natural Products Expo East in Baltimore.

“The natural products space is still an emerging market and public relations and social media are ideal strategies for companies to build trust and brand loyalty among consumers,” said Rod Hughes, vice president at Kimball Communications. “Natural products are almost never impulse purchases. They are selected with great intention, so coverage by the media can be the third-party endorsement consumers are looking for when evaluating purchases.”

Social media is also an effective way for natural product consumers to share their stories – and an opportunity for companies to put their brand story in the hands of the consumer, Hughes said.

“When Rod Hughes joined us a year and a half ago he brought very valuable natural products experience and public relations success with brands that are now nationally known,” said agency president Gary Kimball. “Expo East is a perfect time for us to launch a natural products division.

“Public relations gets beyond labels and gives brands the opportunity to talk about unique ingredients or certifications that distinguish the brand while also educating consumers about the healthy product marketplace,” Kimball said. “This engenders trust and loyalty because natural product consumers do lots of research before they buy. It also helps build a distribution network by demonstrating to retailers a brand is in the public eye.

About Kimball Communications

Kimball Communications is a results-driven, public relations agency with offices in Easton, Pa. and Charleston, S.C., dedicated to serving the individual public relations needs of every client. Founded in 1995, the agency provides innovative public relations and social media solutions to a variety of clients. Visit us on Facebook or on Twitter.