Exclusive: MAHA Is Reshaping Amazon’s Whole Foods and Other Consumer Packaged Goods Companies’ Supply Chains More Than Tariffs Right Now, Manufacturing Platform CEO Says

• U.S. consumer packaged goods companies are shifting their supply chains in anticipation of stricter food regulations and to cater to the Make America Healthy Again movement led by President Donald Trump and RFK Jr. The industry is “more focused” on product shifts than tariffs right now, the CEO of Keychain, a sourcing platform that serves eight of the top 10 retailers, tells Fortune.

U.S. consumer packaged goods (CPG) giants are racing to get ahead of President Donald Trump’s Make America Healthy Again movement. Looming food regulatory changes and social media-driven consumer behavior changes are reshaping the intricate web of ingredient sourcing, manufacturing and marketing, and shifting supply chains.