Six months ago, Graham Rigby began serving as president and CEO of the American Herbal Products Association (AHPA). Since then, he has participated in meetings with policymakers on Capitol Hill to advocate for relief from regulatory and trade challenges and to safeguard the role that herbal products play in supporting public health.
As the herbal products industry faces a crossroads of opportunity and regulatory uncertainty, Rigby is navigating a complex landscape, citing tariffs as the top concern. In April, President Trump announced tariffs exempting vitamins but not herbs. Since then, the industry has been scrambling to respond, especially in countries like India which now face a 50% tariff. Because of the reliance on geographically concentrated harvest and production, botanical supply chains in locations like India are especially vulnerable to disruption.
Beyond trade issues, the industry is witnessing explosive growth. From $2 billion in 2000 to $13.3 billion in 2024, botanicals are capturing younger generations seeking natural wellness solutions.
“I like to think of that as a great legacy for Michael McGuffin, my predecessor, who led AHPA during that period,” Rigby said. “I think it’s only going to continue because generations are coming to herbs sooner, faster, and those younger generations tend to shop online[…] The younger you are, the more likely you are to buy something from Amazon or TikTok or Instagram, and so those channels are where we’re seeing really rapid growth in herbal sales as well.”
Looking ahead, Rigby anticipates that the next 25 years will differ dramatically from the last, requiring adaptation to market changes and technology adoption. Highlighting AHPA’s newly launched AI and Technology Committee, he stressed the importance of using AI responsibly in formulation, marketing and business operations while protecting confidential information.
He also outlined upcoming priorities including ingredient innovation pathways like self-affirmed generally recognized as safe (GRAS) and new dietary ingredient (NDI) guidance—both topics Rigby hopes are tackled as soon as the government shutdown comes to an end.
