Are You Expo Experienced? Insiders Share Tips for the Best Expo West
By Steven Hoffman
Natural Products Expo West, first launched in 1981 and held every year since, at the Anaheim Convention Center in Anaheim, California, is the world’s largest natural and organic products trade show. Spread across five days, this year’s event, held March 12th to 16th, is expected to attract more than 65,000 trade visitors and over 3,000 exhibiting companies.
For business leaders, founders, entrepreneurs, retailers and others in the natural channel, attending Expo West is considered essential. However, as it can be costly, time consuming and a bit overwhelming, we asked industry insiders and colleagues their favorite tips to make the most of the show. Read on for some helpful hacks to maximize your Expo experience.
Karen Farrell, VP of Brand Services, PRESENCE
First, be sure to visit PRESENCE’s Hospitality Room at Expo West, Room 210A, at the Anaheim Convention Center. Trade members are welcome to visit during show hours for snacks, beverages, a place to meet or take a break, and to catch up with Presence Marketing team members.
On a self-care level, realize that all the restaurants and coffee shops are going to be crowded, for breakfast, in particular. Consider putting together a Whole Foods Market (or other) order with some basics for your hotel room to be delivered the night you get there. That way, you can get some nourishment and avoid long lines. Also, throw a healthy snack in your bag for nourishment during the day. This helps avoid ‘trade show stomach.’ I only sample things I haven’t tried before — samples are meant to be samples, not lunch! Also, make restaurant reservations well in advance of the show, preferably within walking distance, if possible. And if you can, consider making hotel reservations for next year’s (2025) event as soon as possible, as hotel space near the convention center fills up fast and is always in demand.
Leanne Thorsson, Director of Health and Natural Foods, Traditional Medicinals
Set appointments in advance; everyone’s time is tight at Expo West, so if you’re not on the calendar, you may not get the meeting. There’s always excitement and an extra level of engagement at the show. Plan in advance what you wish to accomplish — if it’s to visit booths, make a plan of what you want to see. We schedule meetings with account executives, regional managers, and major retail, distributor, and other key partners. This year, we are meeting with two new export partners for the first time; the event gives us an opportunity to meet with them in person and say hello. The show is a great way to get that human interaction, make the connections, talk about some of the larger items, and then set the stage for future conversations. Also, be sure to make unplanned time to walk the show and let some magic happen.
Stacy Gangestad, Director of Sales Management, Gimme Seaweed
Working as an exhibitor on the brand side, none of us in sales ever want to leave the booth, so that makes for long days. Taking a walk each day and getting some fresh air beforehand helps set the stage for the rest of the day. Wear comfortable shoes and get the extra padding under the carpet for your booth. We’ve learned over the years that a lot of initial conversations happen, but not a lot of business decisions are made at the show. It’s all about the follow up from there.
Also, consider after hours networking opportunities at Expo West: Go out to dinner with brokers and retail partners; attend events where there may be opportunities to connect with key buyers and other decision makers. Sometimes, you might run into a key contact just by going to the Hilton and Marriott lobbies, where many gather after each day of the show. We exhibit in Hall E — it’s a great location and the days go by fast because of all the positive energy and great vibes down there.
Jonathan Lawrence, VP of Center Store, Fresh Thyme Market
I’m a huge fan of Expo West. It’s very impressive, but can be very intimidating, not only to retailers and new buyers but also to brands (especially new brands). Tip number one is to capture the retailer’s attention. First thing you want to do is share the highlights around your brand strategy, specifically, why did you create this product and what makes it different from other products currently on shelf.
Have a positive and open-minded attitude. Be open to having conversations with people at all levels. When you’re talking about your brand, your product, talk to everyone that will listen, because everyone’s a consumer. Your product could be the next new product they tell people about. They might be able to give you great feedback, they might be able to make a great connection for you. Talk to the other brands when you’re at your booth. Some of those best connections are the people right next to you. The natural foods community is all connected.
Be efficient with your time. There are thousands of brands out there, so you don’t get a lot of time. Make sure you’re prepared. Have your elevator pitch ready, have maybe a sell sheet and product samples ready. Make sure you’re engaging. Don’t be sitting back behind your booth. Don’t be on your phone, looking down. Act like you want to be there, enjoy it, enjoy the fact that you’re in front of all these people at the biggest trade show.
I would focus on new retailers or new people that you don’t have current relationships with. And then keep conversations going. Not everything happens on the trade floor – great connections can be made in hallways, in passing on the show floor, off the show floor and at dinner. Utilize all the time that you have. While you’re there, you’ll have plenty of time to rest when you get home.
As a retailer, once we get home, we’re exhausted. But then Monday comes around and it’s back to work. Take a little time, but then make sure you’re following up. I would say a personalized note, don’t just send a canned email, that’s not very personal, it doesn’t show that you took the time to connect after. Send samples, I would say between a week to two weeks after. If it goes further than that, it might not be top of mind anymore. So, make sure you act fast.
Benji Fitts, Director of Growth Strategy, SPINS
So, you’re at your booth, spent a lot of money to get to Expo West, you’re meeting people, shaking hands, all that sort of fun stuff. And you’re going to need this little piece of paper, your sell sheet, to talk about your product.
There are just some simple things that you can do to make sure that your sell sheet looks good. First of all, it’s usually a piece of paper, 8½” by 11”, usually double-sided. You don’t have a lot of visual real estate so really, this has to be an amalgamation of the best things that you could possibly say about your product. Be brief, be succinct, and get the message across. Second, if you have the sell sheet in front of you, squint your eyes at it and if the biggest, most unique thing about your product, or whatever message you’re trying to convey, isn’t immediately apparent, then it needs to be fixed.
These shows are really all about discovery, finding out what’s new, what’s next. If this is what’s driving your product, is what is differentiated, innovative, what’s new and fresh about whatever you’re making, make sure that’s the primary message that a user is going to receive whenever they pick up one of these pieces of paper.
The storytelling element is really what drives a lot of the passion behind things. It’s a very passionate group of buyers, it’s a passionate industry, so lean into that a little bit, right? Make sure you’re highlighting sustainability and the key differences between you and the competition. It’s also smart to sometimes talk about your distribution partners or other people who you are already partnered with … and don’t forget to put your contact info and a call to action. Don’t just put a name and a phone number on there, but say, ‘Give me a call and let’s do business together.’
Allison Salvati, VP, Compass Natural; Former Marketing Lead for Bhakti Chai and noosa yoghurt
If you’re an exhibitor, you’ll want to collect contact information from as many people as you can who visit your booth. It’s up to you to collect that data; New Hope won’t share attendee or exhibitor contact lists. As such, it is recommended to purchase one or more seats on Expo West’s lead retrieval app. With it, you can scan badges using your smartphone camera, and at the end of the show, download contact info for every individual you and/or your team scanned. Also, consider cost-effective opportunities to amplify your brand at the show, including applying for a NEXTY Award for your new products, displaying in the New Products Showcase, and considering some of the more budget-minded sponsor opportunities for brands at Expo West, such as the Retailer’s Early Access Box. Check in to your Expo West Exhibitor Hub dashboard often so you don’t miss important deadlines, such as shipping to the show. Take advantage of Expo West social media tools, too, to promote your exhibit at the show.
Jim Slama, Managing Director, Naturally Chicago
Expo West is the big kahuna of trade shows in the natural products industry. Last year 65,000 attendees came to visit the booths of 3,000 vendors showing their wares. For brands, there is no better place to connect with retail buyers.
Michael Movitz, Co-Founder, Brandjectory; Managing Partner, The Movitz Group
My advice would be to attend as many social events as possible to network, network, network! I also suggest using a digital business card like Blinq or Flowpage. They’re easy to use, environmentally friendly and, in addition to contact information, can include links to your website, social media profiles and other online resources. Also, don’t forget to fully charge your devices and bring a portable phone charger – trade shows can be draining on your device’s battery, and having a backup charger can be a lifesaver.
Kelly Miano, Brand Strategy, Innovation and Launch Leader
Follow up. All of those connections you made are great but all that is forgotten if you don’t follow up in the weeks/months following Expo. Be selective in your sampling — try not to go back and forth between savory and sweet, your stomach will thank you. Drink more water than you think you need. It will help with headaches and you won’t be so tempted to try every sample. It’s easy to get sensory overload; it’s OK to take a break when you need it. Expo can be stressful — we’re on little sleep, excited, nervous, under pressure to land a sale. Everyone is trying to pack in as much as possible into a few short days. Assume positive intent, be gracious and kind. This is our industry, we are what we make it.
This article is based on personal interviews with industry leaders; a seminar hosted on Feb. 7, 2024, by New Hope Network and Naturally Boulder entitled “Beyond the Booth: A Blueprint for Creating Unforgettable Tradeshow Experiences”; and a Feb. 15, 2024, webinar hosted by Naturally Chicago, “Master Your Retailer Sell Story for Expo West.” You can access the Naturally Chicago webinar recording here.
Steven Hoffman is Managing Director of Compass Natural, providing public relations, brand marketing, social media and strategic business development services to natural, organic, sustainable and hemp/CBD products businesses. Compass Natural serves in PR and programming for NoCo Hemp Expo and Southern Hemp Expo, and Hoffman serves as Editor of the weekly Let’s Talk Hemp Newsletter, published by We are for Better Alternatives. Contact steve@compassnaturalmarketing.com.
Woman-Owned JAMBAR®, Maker of Organic Whole Food Energy Bars, Expands Retail Presence with Erewhon
Founded by Jennifer Maxwell, creator of the original PowerBar®, JAMBAR certified organic energy bars are now available in all 10 locations of leading natural products retailer Erewhon. Rapidly growing its retail and distribution base, JAMBAR also recently appointed natural products industry sales veteran Darren Wagoner as national sales manager.
SAN RAFAEL, Calif. (Feb. 6, 2024) – Independent, woman-owned JAMBAR, the artisan-made, organic energy bar company founded in 2021 by Jennifer Maxwell, is pleased to announce significant expansion of its line of certified organic, whole food energy bars. Maxwell, a food scientist, athlete and musician, together with her late husband, Brian Maxwell, essentially created the entire energy bar category when they launched the original PowerBar® in the mid-1980s.
Consumers can now find JAMBAR organic energy bars in all 10 Erewhon locations. Based in Los Angeles, Erewhon is renowned as one of the most innovative natural products retailers in the U.S. Erewhon will offer three JAMBAR flavors – Malt Nut Melody, Chocolate Cha Cha and Jammin’ Jazzleberry. By supporting local producers, ethical brands and sustainable farming practices, offering exceptional customer service and education, and fostering community, Erewhon has built a reputation that attracts healthy lifestyle consumers, athletes, entertainers and celebrities alike.
“With its commitment to quality, selection and service, Erewhon has become a ‘gold standard’ among grocers who sell natural products. As a mission-based brand committed to providing customers with premium quality organic products at an affordable price, we’re excited to partner with Erewhon,” said Maxwell, JAMBAR’s CEO and founder.
“We are pleased to offer JAMBARs to our customers,” said Vito Antoci, executive vice president of Erewhon. “First, they are simply delicious and nutritious whole food, certified organic energy bars that meet our high standards. Second, we support mission-based brands such as JAMBAR, which donates 50% of after-tax profits to organizations that promote music and active living.”
JAMBAR Featured in Leading Groceries, Specialty Retailers
In addition to Erewhon, JAMBAR is expanding its retail presence across the U.S. – the company’s artisan-made, organic energy bars are now available in leading grocers and specialty and athletic stores, including Safeway (NorCal Division), Raley’s Supermarkets, Mother’s Market & Kitchen, Lazy Acres, Gelson’s Markets, Earth Fare, The Fresh Market, Good Earth Natural Foods, Mollie Stone’s Markets, Nugget Market, Cambridge Naturals, United Market, Scotty’s Market, Lucky’s Market, Bon Appetit, Fleet Feet and more.
Using only certified organic, whole food ingredients, JAMBARs are crafted in small batches in the company’s own state-of-the-art facility. Made of organic ancient grains, berries, nuts, premium chocolate, proteins from sunflowers and organic dairy, and real syrup, juices and honey as sweeteners, JAMBAR delivers a convenient, incredibly tasty bar you can take anywhere. All four flavors of JAMBAR — Malt Nut Melody, Musical Mango, Chocolate Cha Cha and Jammin’ Jazzleberry — are also available online at JAMBAR.com and via Amazon Prime.
For wholesale accounts, JAMBAR is distributed by leading natural and specialty foods distributors including UNFI, KeHE and Chex Distributing. For wholesale inquiries, contact jammin@jambar.com, tel 877-JAMBARZ.
JAMBAR Appoints National Sales Manager
In related news, JAMBAR recently appointed natural products industry sales veteran Darren Wagoner as national sales manager. Wagoner’s experience includes serving as national account manager and key account manager for such leading brands as Activate Drinks, Purity Organic, High Brew and CB Gourmet Foods. The appointment reflects the company’s focus on building sales in key natural products markets as it expands manufacturing and distribution.
Visit JAMBAR at Natural Products Expo West, Booth N2140
Visit JAMBAR at Natural Products Expo West, the world’s largest natural and organic products trade exhibition, March 13-15, 2024, Booth N2140 in the North Hall’s Hot Products Pavilion at the Anaheim Convention Center in Anaheim, California. In addition, JAMBAR will be sampling its products at all Erewhon Southern California locations the week before Expo West.
About JAMBAR
In 2021, Jennifer Maxwell founded JAMBAR with the goal of helping people feel good about the ingredients they put in their bodies, and about the positive impact they can have on their local communities. A mission-based brand, JAMBAR donates 50% of after-tax profits to organizations that support music and active living. Runner’s World named JAMBAR the Best Protein Bar for runners in 2022 and also recognized JAMBAR with its 2023 Fitness Nutrition Award. Learn more at www.jambar.com and follow JAMBAR on Facebook and Instagram.
Media Contacts
Steven Hoffman, Compass Natural, steve@compassnatural.com, tel: 303.807.1042
Debbie Pfeifer, JAMBAR, debbie@jambar.com, tel: 206.669.3580
JAMBAR® Takes Off: Artisan-Crafted Organic Energy Bar Created by Jennifer Maxwell, Inventor of the Original PowerBar®, Expands in Natural, Organic and Specialty Retail Stores
FOR IMMEDIATE RELEASE
JAMBARs are now available in four San Francisco International Airport retail locations and a growing number of natural and specialty food stores and grocers. Visit JAMBAR® at Natural Products Expo West, Booth #151 in the Arena, Anaheim Convention Center, Anaheim, California, March 9-11, 2023
SAN RAFAEL, Calif. (February 21, 2023) — JAMBAR® – the artisan-crafted, certified organic energy bar created by Jennifer Maxwell, inventor of the original PowerBar® – is taking off. The whole food bar, available in four flavors and with 10g of protein per bar, is now available in four retail locations in the San Francisco International Airport and in a growing number of leading natural, organic and specialty retail stores across the country.
MIssion-based, the brand is committed to donating 50% of profits to philanthropic causes supporting sports and fitness, music, community and active living. Today, JAMBAR sponsors more than 200 sports and music events throughout the year. In January 2023, Bicycling and Runner’s World magazines both named JAMBAR as a 2023 Fitness Nutrition Award Winner.
In addition, the brand is getting ready to exhibit for the first time at Natural Products Expo West, the world’s largest natural and organic products trade show, held each year at the Anaheim Convention Center (ACC) in Anaheim, California. Buyers from the world over attend this highly anticipated industry event. There, the JAMBAR team will share samples of its organic energy bars and interact with wholesale buyers and industry professionals in exhibit booth #151 in the ACC Arena, March 9-11, 2023.
Growing Retail Presence From East to West
In just two years since the company launched, JAMBARs are now available in such leading retail locations as Berkeley Bowl in Berkeley, California; 16 of 21 Earth Fare locations in the southeastern U.S.; all four Jimbo’s stores in San Diego; Good Earth Natural Foods in Fairfax and Mill Valley, California; all Mollie Stone’s locations in the San Francisco Bay Area; select Safeway stores in Northern California; Nugget Markets, Scotty’s Market, United Markets and Woodland Market in the Bay Area; and more.
"We first spoke with JAMBAR because they were a local company but soon discovered they are so much more! Besides creating a delicious, all-organic snack bar, they also donate 50% of their profits to support music programs and activities. They truly stand for health and taking care of people. A mission and a product that resonates with our customers as well as all of us at United Markets!" said Kelly Smith, president of United Markets.
For travelers in the San Francisco International Airport, JAMBARs – the perfect organic whole food energy bar for people on the go – are available in two Klein’s Deli locations and two Napa Farms locations.
“We are excited and motivated by such a positive response from natural, organic and specialty grocers across the country. They help support and expand our philanthropic mission,” said JAMBAR founder and CEO Jennifer Maxwell. “Also, I believe health-conscious consumers will embrace JAMBAR’s commitment to flavor, nutrition and sourcing the highest-quality organic ingredients in crafting JAMBARs. We offer premium, healthful, on-the-go nutrition at a reasonable price."
Small-Batch Crafted in the U.S.A. in JAMBAR’s Own Production Facility
With its own manufacturing facilities in San Rafael, California, JAMBAR is an independent, woman-owned business founded in 2021 by lifelong athlete, musician and food science and nutrition expert Jennifer Maxwell.
Natural products industry veterans and energy bar aficionados may remember Jennifer, who, along with her late husband, Brian, created the original PowerBar®, which, when it was introduced in 1985, effectively launched the entire energy bar category.
Today, inspired by organic food and agriculture and a desire to give back to and support healthy communities and the environment, Maxwell developed certified organic JAMBARs in four delicious whole food flavors that provide a good source of protein, nutrients and fiber. Using organic ancient grains, berries, nuts, premium chocolate, proteins from sunflowers and organic dairy, and real syrup, juices and honey as sweeteners, JAMBAR delivers a convenient, incredibly tasty bar you can take anywhere.
JAMBAR Is Available in These Musical Organic Flavors:
Chocolate Cha Cha — A blend of premium Guittard chocolate, real food ingredients and ancient grains. Fair trade certified, non-GMO and gluten free with 10g of protein per serving.
Malt Nut Melody — Peanut and maple malted magic with a touch of sesame and vanilla for an amazing medley of flavors, Malt Nut Medley is non-GMO, with 10g of protein per serving.
Jammin’ Jazzleberry — Vegan and gluten free, a jazzy combo of organic strawberries, blueberries, raspberries and blackberries, with 10g of plant-based protein per serving.
Musical Mango — Energy goes exotic with delicious mango and ancient whole grains. The Musical Mango bar is vegan, gluten free and contains 10g of plant-based protein per serving.
JAMBARs are available online at JAMBAR.com, on Amazon.com and also at leading natural food and specialty stores. For wholesale inquiries, contact jammin@jambar.com, tel 877-JAMBARZ. For more information, visit www.JAMBAR.com and follow us on Facebook and Instagram.
Visit JAMBAR at Natural Products Expo West, the world’s largest natural and organic products trade exhibition, Booth #151 in the Arena at the Anaheim Convention Center in Anaheim, California, March 9-11, 2023.
Media Contacts
Steven Hoffman, Compass Natural, steve@compassnatural.com, tel 303.807.1042
Debbie Pfeifer, JAMBAR, pfeiferworks@gmail.com
