Who’s winning the natural food fight?

How the Natural Products Expo West Compares with Europe’s BIOFACH.

After four decades witnessing the evolution of the natural products’ industry in America at Natural & Organic Products Expo in Anaheim, it was fascinating attending Germany’s BIOFACH in Nuremberg, Germany last month. There are quite a few similarities, but some striking differences. While friends and business associates who attended the German trade fair over the years shared many of their experiences, there is nothing like seeing it for yourself.

We were hosted in Germany by our partner agency, Eberle Werbeagentur . Like Gauger + Associates in the US, EBERLE is a marketing communications firm serving organic and natural consumer packaged goods companies. Both our firms share a passion for helping innovative brands expand their reach into new markets.

Our first day at BIOFACH was a whirlwind of introductions, tastings, and sensory stimulation. The brands attending seem to place much more emphasis on regenerative and biodynamic agriculture, and less focus on health and wellness than we’ve seen in the past at Expo West. The sustainability message, while important to both, seemed to take on greater importance at BIOFACH. And, while it was our first BIOFACH, it was clearly a less trend driven show than Expo West.

At this year’s Expo West, regenerative and biodynamic agriculture seems to have finally caught on. This is one of the over arching trends seen throughout many of the halls, many brands from Lundberg Family Farms to Starwest Botanicals, Inc. proudly displayed their Regenerative Organic Certification.

Since shuttering during the pandemic, the Anaheim show has bounced back as a dynamic source of new product creativity. Some of the noteworthy trends we saw included mushrooms as a solution to all matter of health issues. There was the debut of insanely simple products like WOODSTOCK FOODS LLP 's Banana Water as a natural sports beverage made from just one ingredient – you guessed it bananas. Jasberry , a hybrid rice, also from Thailand, offers a healthier nutritional profile than white or brown rice. There was a plethora of supplements for brain health ranging from Brainiac, which helps brain development in children to a broad range of nutraceuticals focusing on cognitive support for aging. Fake meat and fake eggs continue to be an area of innovation; a few got the taste and texture just right but missed the mark on branding. Others missed the mark altogether.

Creativity is a driving force in our business – from new product concepts, to branding, packaging graphics and stunning trade show presentations. So, Julia and I were particularly focused on those aspects when walking the shows on both continents. We saw functional coffees and sunflower bolognese in Germany. At Expo West branding with shock appeal like Liquid Death , RawLove Superfoods , LesserEvil Brand Snack Co. and Death Wish Coffee Company seems to be the new thing.

While we may be biased, we are exceptionally proud of our amazing clients. The award-winning packaging we created for AYO Almondmilk Yogurt , Thaiwala Thai Tea, San-J International, Inc. Cooking Sauces and Tempt Hempmilk of Living Harvest Foods , helps provide creative leadership, while standing out on the shelf and in the consumer’s mind. Gauger + Associates has assisted clients in introducing products from around the world, including Australia, Canada, China, France, Germany, Great Britain, Greece, Japan, Korea, Malaysia, South Africa, Spain, Switzerland, Thailand, and Vietnam.

This year’s Expo West was frenetic, breaking all the records with 70,000 attendees as compared to BIOFACH with a little over 35,000 attendees. Each offered a unique look at an industry which has attracted entrepreneurial visionaries, as well as mainstream mega brands.