The Art of Expo West
From first-timers to seasoned vets — everything you need to know before heading to the big show.
Natural Products Expo West is nearly here and many of you are asking: “How do I prepare for the biggest and arguably the most important food & beverage trade show in the country?!” It’s the right question, but there is no one-size-fits-all answer (sorry!).
Here’s the good news: there is much to learn from Expo West veterans like VMG’s Wayne Wu, who has attended the show for 15 years(!) and counting. Read on for what he has to say for Expo West first-timers and fellow show floor vets.
Know your “why”
- Are you looking for operational talent to grow your team? Perusing potential acquirers? Seeking new investment? Know your why and plan accordingly.
- Expo West is *the* place to be if you’re growing your retailer network, especially if you currently have limited distribution. Having a booth increases brand exposure to key retailers who are looking for the next big thing in food & beverage.
- Panels & presentations are great networking opportunities for emerging brands and talent — don’t miss out and think about which sessions are most relevant to you.
💡 Wayne’s Pro Tip: Use LinkedIn to your advantage. People will oftentimes announce their plans to attend and/or speak at Expo West, and the comments fill up with others who are doing the same. It’s a great way to get a sense for the who’s who of Expo West and map out your meeting strategy accordingly.
Go in with a plan! [Read: don’t “wing it”]
- And get comfortable with your plan going sideways from time to time. This conference is the largest of its kind in the U.S. — you’re bound to encounter some curve balls. Embrace them and move on.
- Study the floor plans ahead of time and map out how you’ll tackle the exhibit floor. And don’t forget to look into read up on which halls are open, and when.
💡 Wayne’s Pro Tip: The show floor is jam-packed on the opening day; if you tend to get claustrophobic or are worried about exchanging germs with hundreds of strangers, you might consider holding off until all of the halls open up on day two (that’s typically when the show floor becomes less crowded).
- Set up meetings well in advance of the conference. It’s likely too late to find meeting space if you’re just now considering this.
💡 Wayne’s Pro Tip: Connect with a friend/colleague/investor who has a conference room reserved at a nearby hotel and see if you can pop-in when it’s available. Another option is to book a table at a restaurant (though, likely too late for that this year). And if all else fails, don’t sleep on nearby sports bars. I know, not your typical business meeting location, but it’ll do the trick!
Use Expo West 2024 to plan for 2025
- Regardless of whether you’re exhibiting at this year’s conference or not, you should walk through Expo West 2024 with 2025 top of mind.
- Little known fact: many brands will select next year’s booth at this year’s conference. So, when you’re walking the show floor, keep in mind where you might want your business to show up next year.
- If you’re new to exhibiting, you might not land your ideal exhibitor location straight out of the gate. It takes time, so don’t get discouraged! Everything you need to know about exhibiting in 2025 can be found here.
- Startup CPG’s Daniel Scharff’s 9 tips for new exhibitors is a must read for Expo West newbs.
A note on being kind to yourself and others
If you’re attending for the first time, treat this year as an opportunity to map out your future Expo West experience(s). Your first year can feel overwhelming, so give yourself grace as you navigate the chaos!
If this isn’t your first rodeo, help the newbies out. We all remember our first Expo — let’s make theirs a memorable one in all the best ways.
