Salt of the Earth: True Salt Expansion Reflects ‘Clean Label’ Demand & Supply Chain Resilience

PHOENIX, AZ – November 10, 2025 – In a move signaling both consumer preference and strategic foresight, True Salt, a leading producer of premium sea salt, today announced a significant expansion of its production operations in Baja California, Mexico. The over 40% increase in capacity isn’t simply about meeting rising demand; it’s a calculated response to a shifting landscape marked by a hunger for ‘clean label’ ingredients and a growing need for supply chain resilience.

For years, salt was often an afterthought – a commodity. Now, it’s a key ingredient driving culinary trends and reflecting broader health and sustainability concerns. True Salt’s expansion underscores this transformation. “We’re seeing a fundamental shift in how people think about food,” says a food industry analyst. “Consumers are no longer just looking for flavor; they want to know where their food comes from and how it’s made.”

Riding the ‘Clean Label’ Wave

The demand for natural, minimally processed foods – often referred to as ‘clean label’ – is a powerful force reshaping the food industry. Mintel reports a steady growth in the sea salt market, projecting a CAGR of 5.2% from 2023 to 2030. Statista data shows a 15% increase in U.S. sea salt purchases over the past five years, with a noticeable surge in premium varieties. This isn’t just about trends; it’s about consumer trust.

“People are reading labels, they're asking questions, and they're willing to pay a premium for ingredients they feel good about,” says a consumer behavior expert. “Sea salt, with its natural origins and perceived health benefits, is benefiting immensely from this shift.”

True Salt’s CEO, Brian Pierce, echoes this sentiment. “Our growth is being driven by an industry-wide shift toward simplicity, transparency, and better ingredients—and sea salt sits at the heart of that transformation.”

The company isn’t alone in capitalizing on this trend. Larger players like Morton Salt are also investing in sustainable packaging, while brands like Redmond focus on mineral-rich offerings targeting health-conscious consumers. However, True Salt’s commitment to both premium quality and responsible sourcing is setting it apart.

Securing the Supply Chain in Uncertain Times

While consumer demand is a key driver, the expansion is also a strategic response to ongoing global supply chain disruptions. The COVID-19 pandemic, geopolitical instability, and climate change have exposed the fragility of many supply chains, prompting businesses to prioritize resilience.

“Companies are realizing that relying on single sources of supply is incredibly risky,” explains a supply chain consultant. “Diversification, regionalization, and building strong relationships with suppliers are now essential.”

By expanding its operations in Baja California, True Salt is not only increasing capacity but also reducing its reliance on potentially vulnerable supply chains. The proximity to the U.S. market provides logistical advantages, while the stable political and economic environment in the region offers a degree of security.

Sustainability at the Core

True Salt’s commitment to sustainability is another key differentiator. The company emphasizes responsible sourcing, minimal environmental impact, and community support in Baja California. While not currently B Corp certified, True Salt follows similar sustainability practices, with a focus on water conservation and waste reduction.

“We believe that sustainability isn’t just good for the planet; it’s good for business,” says True Salt’s COO. “Consumers are increasingly demanding products that are ethically and sustainably produced, and we’re committed to meeting that demand.”

Local reports from Baja California highlight True Salt’s positive impact on the local economy and environment, further reinforcing the company’s commitment to responsible practices. The expansion is expected to create over 100 new jobs and boost the regional economy.

Looking Ahead

The expansion of True Salt’s operations in Baja California is more than just a business decision; it’s a reflection of broader trends shaping the food industry. As consumers continue to prioritize natural ingredients, sustainability, and supply chain resilience, companies like True Salt that embrace these values are poised for long-term success.

The company’s commitment to quality, sustainability, and responsible sourcing positions it as a leader in the premium sea salt market. While competition is fierce, True Salt’s strategic investments and unwavering commitment to its values are setting it apart and solidifying its place in a rapidly evolving industry.

True Salt’s expansion isn’t just about making more salt; it’s about building a more sustainable, resilient, and flavorful future for the food industry – and for the consumers it serves.