Putting Smiles with Names at Natural Products Expo West

It has been three years since we gathered as an industry at Expo West! Due to COVID and our adoption of digital technologies that transform the way we interact and communicate with each other, my digital network has expanded disproportionately. I was delighted to connect directly with a string of industry experts whom I had never met in person. Thanks, everyone!

I observed a host of trends and fads at the show. Better for you has shifted, and the focus is genuinely on functional wellness foods that make consumers feel and perform better with a host of specific health outcomes in mind. Product lines aim to offer a total wellness solution, and the lifestyle solutions extend beyond the product line itself.

Convenience, quick cook, and value were prevalent themes across all categories. Innovation is targeted and responds to the consumer, family, and community in our ever-changing work environments: remote, hybrid, and return to the office.

The buzz, energy, and excitement were palpable and offset a soft uneasy feeling of gathering due to COVID safety concerns. There was an evident and genuine intention to reconnect and make things happen with quick and deep conversations in a limited amount of time!

I recently moved back into a sales role and have been astounded by the show follow-up this week. What used to be a seemingly painful process of sales procurement, lead generation, and obtaining presentation appointments has changed dramatically. Perhaps due to COVID, buyers are very responsive, engaged, and willing to entertain meetings via zoom, teams, and phone calls. Although it's the norm to present in person, we have all learned that pitching through virtual means can be more efficient and effective.

As an industry, what have we learned from this event? Can we continue pursuing shows as a great way to meet and convene but work to cut travel budgets for in-person meetings in the name of sustainability and allocating resources to lower COGS. Any attempt to drive down prices and make natural and organic foods more accessible for all, especially during these challenging times with high inflation, is a win for the entire industry. I found myself asking many questions about how we can learn from these past three years, this latest show, and the future of work in consumer package goods!