Hans Eisenbeis is Director of Mission & Messaging at the Non-GMO Project, which operates the Food Integrity Collective and Non-UPF Verified. At the Project, he leads research on food systems, markets, and shopper insights. He is the author of two frequently cited research papers, “The Natural Consumer in 2024,” and “Disconnected: Ultraprocessed Foods and the US Shopper.” Eisenbeis was previously an executive editor and senior strategist at Iconoculture (now Gartner Research), and Director of Media Relations at Organic Valley/CROPP Cooperative.