The Health Food Manufacturers’ Association (HFMA) is the British trade body representing specialist health-food producers — the makers of vitamins, minerals, herbal products, sports nutrition, and natural and organic foods sold through health-food shops. It speaks for members on regulation, lobbies on the laws governing supplements and health claims, and runs a code of practice for manufacturing quality and honest marketing. The association also engages with regulators and the media to defend the sector’s legitimacy against scepticism about supplements. Like all trade bodies it balances member interests with public credibility: its value to shoppers lies in the standards it upholds among manufacturers operating in a lightly regulated corner of the food world.