Now more than ever, consumers are increasingly demanding information and accountability about the foods they consume and the products they use. American bestsellers like "Fast Food Nation" and movies like "Supersize Me" top the charts, and as a result of increased consumer awareness, the organic products industry is experiencing demand like never before.

So it is no surprise that more and more women are seeking out organic products during pregnancy and early childcare, in order to promote a healthy lifestyle. That's where companies like Oregon-based Earth Mama Angel Babyä (EMAB) can help. EMAB develops extensive product lines to nurture each stage of the child-bearing process, including pregnancy, birth, postpartum, breastfeeding, baby care and even baby loss.

"Pregnancy is the time when most women make more conscious choices about their lifestyles and want a healthier environment for themselves and their baby," says Melinda Olson, EMAB co-founder and President. "Our products are all-natural and uniquely formulated to meet the specific needs of women and their babies."

Together with her business partner, Lori Dorman a doula and childbirth photographer, Olson used her knowledge of herbalism to develop organic pregnancy and baby care products in her home. Her product line has since expanded and now includes herbal teas, oils, balms, soaps and more. EMAB also provide products specifically designed to ease morning sickness, labor pain, postpartum discomfort and aid the breastfeeding process. EMAB developed their product line three years before it went to market, and are continually improving and refining their products.

"Before EMAB, there was not a natural products line to support women from every step of the process, throughout pregnancy to childbirth. We continue to add products to our line based on real women's needs," says Olson.

Going Global

As Earth Mama Angel Baby's visibility and product lines grew, so did their overseas requests and orders. Exporting can be a daunting process, especially with such a varied product line that includes teas, oils, aromatherapy, compact discs, and more. Disparate country regulations and standards can be difficult to even the most seasoned exporter. According to Olson, "We were filling individual international orders without being aware of exporting rules." It was only when they ran into problems that EMAB realized they needed help - and fortunately met the U.S. Commercial Service just in time.

In March, EMAB participated in its first trade show, National Products Expo West (NPEW), held in Anaheim, California. It was there that they found the U.S. Commercial Service, a Department of Commerce agency dedicated to helping small and medium-sized businesses make international sales. Olson participated in U.S. Commercial Service's Showtime program, where she met international trade specialists from Korea, China, Canada, and Portland, Oregon.

Luck was on Olson's side. Grace Sung, Commercial Specialist with the U.S. Commercial Service in Seoul, Korea, led a Korean company buyers delegation to meet U.S. exhibitors at the show. Olson made contact with Te Wook Park, president of CHCO Company Ltd. Park, who was a member of this delegation. They discussed distribution opportunities for the EMAB product line in Korea, and Olson sent product samples to Park after the show.

Olson enlisted more help of the U.S. Commercial Service as the relationship between EMAB and CHCO developed. She followed up with Trade Specialist Allan Christian in the U.S. Commercial Service office in Portland, OR, who advised EMAB on exporting to Korea and forming a distribution partnership with CHCO Co. Commercial Specialist Sung also provided essential in-country cultural knowledge that helped facilitate and improve communications between the two companies. As a result of this assistance, EMAB signed its first two distribution agreements in June.

"We wouldn't be where we are today without the help of the Commercial Service. If it is your first time exporting, you really are navigating through a dark forest and you need somebody, like the Commercial Service, to guide you through the process," says Melinda Olson.

Next on the Horizon

Keeping up with increasing global demand is time-consuming but rewarding for this small company. Olson continues to be involved in every aspect of the product line, from developing formulas to creating labels, often fulfilling the orders personally. EMAB has outsourced some of their products to fill the orders that are pouring in and has grown to six full- and part-time staff.

As for exploring more global markets, Canada is next on the horizon. EMAB is already working with Christian and the U.S. Commercial Service Montreal office to find Canadian buyers, and plans to continue export business development in other international markets.

For other companies looking to expand their international sales, Olson has these words of advice: "Find your local Commercial Service office and make them your best friends. I can't imagine having done this without the help and knowledge of the Commercial Service."

For more information on how the U.S. Commercial Service can help your company explore international markets, please visit http://www.export.gov/commercialservice.