* Code of Advertising Practice
We are the Health Food Manufacturers’ Association (HFMA) – the UK’s trusted voice for the natural products and functional food industry.
Founded in 1965 to give the sector a collective, responsible voice, we have spent over 60 years advocating for and representing the industry.
Today, we continue to help shape and support a sector that promotes public health and empowers consumer choice.
We bring together businesses of all sizes, from long-established names to innovative newcomers, ensuring the industry remains responsible, compliant, informed, and forward-looking.
We’re proud of our heritage and committed to building a stronger, well respected and solid industry for the future.
We’re here to help our members bring safe, compliant and pioneering products to market with confidence.
That means:
We’re proud to be a not-for-profit association, guided by our members and driven by a shared commitment to quality, integrity and responsible practice.
Our strength lies in collaboration.
Membership is fair and open to all within the natural products arena, with subscriptions based on turnover and each member having an equal vote.
We offer expert advice, training, and communications support, helping businesses stay compliant, informed and confident in an ever-changing regulatory landscape.
Through our accredited CLEAR CHECK® service, our Guidance Notes and our long-standing Code of Advertising Practice, we promote high standards and responsible marketing across the sector.
We believe change happens through conversation.
That’s why we maintain strong relationships with key decision-makers including the FSA (Food Standards Agency), MHRA (Medicines and Healthcare products Regulatory Agency), Defra (Department for Environment, Food and Rural Affairs), OPSS (Office for Product Safety & Standards), and the UK Parliament, as well as with our European counterparts, such as the European Commission (EC), and EFSA (European Food Safety Authority).
EHPM represents Europe’s specialist health product manufacturers, driving better regulation and higher standards across the sector. The HFMA is an active member of EHPM, our Director General Martin Last serves as Vice President, and our President, Penny Viner, is the organisation’s International Regulatory Affairs Adviser.
We also work closely with trade bodies, educational organisations, the media and industry alliances, including the European Specialist Sports Nutrition Alliance, and the IHTA.
Through our Primary Authority Coordinated Partnership, HFMA members benefit from Assured Advice on several key industry issues. Plus free official regulatory guidance and protection provided through our partnership with a local authority, if trading standards issues arise. This gives businesses added certainty and protection when placing products on the market, helping them operate with confidence and peace of mind.
At our heart, we’re a community of people who care deeply about doing the right thing, the right way for the benefit of the industry as a whole.
Whether you’re an established brand or just starting out, the HFMA is here to support, guide, and represent you every step of the way.