Milestones from 20 Years of Clean Label Innovation
As CuliNEX enters its third decade, CEO Mark Crowell looks back—as well as ahead—at the challenges that face the food industry.
Article By: Mark Crowell
During the year 2025, we’re celebrating the twentieth anniversary of CuliNEX. Much has changed in the world—and in the food industry—over the past two decades. Twenty years ago, CuliNEX was at the start of something exciting, but also uncertain. Would there be enough business to keep us afloat? Reflecting back, I’m proud of what we’ve accomplished, and even more excited about where we’re headed.
The Rise of Clean Label: A Vision Ahead of Its Time
When we started out, Clean Label didn’t even exist as a commonly used term. Back then, we used the terms natural and organic to describe the type of projects we wanted to do. Of course, organic had a legal definition while natural didn’t. When the term Clean Label came into common use we adopted it because it seemed broader than natural. Today, Clean Label refers to a range of values including healthy ingredients, transparency in food labeling, concern for quality, and environmentally sustainable sourcing.
20 years ago, the decision to create a product development company with a focus on Clean Label development might have seemed like a bold move, but over the next two decades the values driving clean label products would become crucial to consumers and the source of growth and innovation for food companies.
Looking back now, I’m incredibly proud that we not only recognized this emerging trend but that we also built a team dedicated to it. We’re confident in saying that we’re the best in the business at delivering delicious clean label products based on our deep knowledge of the ingredients and the number of products we have created.
A Home for Culinary Innovation: Our Culinary Innovation Center
Another milestone I’m particularly proud of is our Innovation Center. Seven years ago, I had the opportunity to acquire the Cordon Bleu Cooking School in Seattle. We had dreamed of finding a world-class space for our home, and when we found this location, it felt like the perfect fit.
Our 20,000 square foot building feels purpose-built for CuliNEX. The facility has allowed us to expand our operations, host clients and special events, and create an environment that supports creativity and collaboration. It's more than just a space—it’s a home, where we develop products, test concepts, and explore the future of food. This location has truly become the heartbeat of our company’s creativity, and a space where we have developed award-winning products for clients.
Our Culture: The Heart and Soul of Our Company
If there’s one thing that sets us apart and has made our company truly special, it’s the culture we’ve built over the past 20 years. From the very beginning, we’ve prioritized creating a culture that cares deeply about pleasing clients and fostering a team environment based on collaboration and mutual respect.
Culture isn’t just something that’s talked about during company meetings; it’s something that’s lived and breathed every single day. We hire people who are not only talented but who care about the people they work with and the work they’re doing. The bonds within our team are strong, and there’s a genuine sense of camaraderie and shared purpose. We challenge each other, we support each other, and we all share in the success of our collective efforts.
As a leader, I have grown, too, and that is a big part of what keeps it challenging for me, even after almost 50 years in the food business. Maintaining a company culture that’s caring, open, and collaborative happens day by day. As the company has grown, we’ve held onto our core values and our dedication to our clients’ success because that is why we are here. And that, to me, is one of the greatest accomplishments of these past 20 years.
Gratitude Looking Forward
As I reflect on this milestone, I can’t help but feel pride and gratitude to our clients and our team. But I also feel a strong sense of excitement for what’s ahead. The world continues to evolve, and we’re going to keep pushing forward—innovating, adapting, and expanding.
Clean Label is as relevant today as it was 20 years ago, and we’ll continue to be at the forefront. We’ll keep working to create products that not only meet the needs of consumers but also delight them in ways they never expected.
I’m reminded of the words of one of my mentors: “Success is not the result of one big decision, but a series of small, thoughtful choices made over time.” Our journey has been full of those thoughtful choices, and I can’t wait to see where the next 20 years take us.
