Nature's Path Foods is a private, family-run organic food manufacturing company based in Richmond, British Columbia. The company's brand includes a wholesome image as not only manufacturer of organic products but also an ethically responsible marketer. This includes community initiatives in Canada as well as participation in fair trade programmes, including the launch of the company’s first fair trade certified cereal in 2012. The company supports mandatory labelling to indicate whether a food product contains genetically-modified ingredients or not (Source: Company, Euromonitor's Passport GMID).