7 minute read
The Scoop on Natural Products Expo East
The Natural Products Expo put on by New Hope Network is back in person this year. The New Hope team graciously answered all of your burning questions to help you make the most out of the experience. Visit the website for registration information and more event details.
ARE RETAILERS ATTENDING EXPO EAST THIS YEAR?
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Absolutely! Over the past year, retailers have consistently expressed their eagerness to return to an in-person Natural Products Expo. Our most recent buyer and attendee survey demonstrates that our community feels confident that they will be ready to gather and are planning to attend Expo East in person. The survey data indicates that 81% of past Expo East buyer attendees, 83% of retail buyers and 86% of natural food store buyers plan to attend this year’s event. Additionally, we expect considerably more Expo West Buyers to join us in Philly. In a typical year there is around 40% overlap in the buyer audience between Expo West and East. This year, 67% of Expo West buyers have indicated they are likely to attend Expo East in Philly. We’re in regular contact with our retailer community and are grateful for the excitement and support we’ve heard thus far.
HOW WILL SAMPLING WORK?
and we’ve been working closely with local authorities to ensure we’re able to return to sampling in a safe and productive manner. Moving forward and in partnership and compliance with the Philadelphia Health Department, we’ll have two different categories of food sampling. The first category is a manufactured sealed sample which will not require any specific provisions. The second is an open sample (prepared or cooked) which must be served in individual portions and will require gloves, a facemask, a hairnet, a sneeze guard or food cover, and hand washing and sanitation kits. Most of these guidelines carry over from our previous policy and we’ll be working closely with the health department for their implementation to ensure the continued health and wellness of our community. We’re
WHAT CHANGES CAN BRANDS EXPECT THIS YEAR, AND HOW SHOULD THEY PREPARE FOR THEM?
We’re excited to provide a safe, smart, and sustainable Natural Products Expo East 2021. The show will be safe. In addition to the sampling guidelines, expect to see health and safety measures exhibited throughout the convention center. We’ll have enhanced cleaning and hygiene practices, safety ambassadors, all-digital badges for access, and distanced conference and networking room sets, among many other measures. The show will be smart! Moving forward, in addition to the in-person expo, we’ll have extensive virtual features that extend the value and reach of our expo events via our Natural Products Expo Virtual (NPEV) platform. The digital expo components include virtual booths, networking, education, and in-person show resources that create greater access and connectivity for all community members. Expect to see the official launch of Expo East around two weeks prior to the Philadelphia dates of September 22-25 with valuable virtual content, as well as a post-show recap with on-demand access to the in-person education sessions and opportunities to easily follow up on connections made in Philly via NPEV. Finally, the show will be sustainable…even more so than before! This year, we’re eliminating carpet altogether which is a major source of waste at trade shows. In a time when PPE and other materials are being consumed at the most extreme levels, we’re doubling down on our efforts to prevent and divert waste, offset carbon, and bring about greater awareness and action regarding the climate crisis. Additionally, we are building new partnerships to highlight and elevate brands owned by Black, Indigenous, Latinx and other people of color, and we will feature conference programming, networking, and other initiatives to foster greater diversity and inclusion within the industry. This is a top priority for New Hope Network and something we will continue to build upon each year.
CHANGES FOR THIS YEAR
l Updated sampling guidelines l Enhanced cleaning and hygiene practices l Safety ambassadors l All-digital access badges l Distanced conferenced & networking sets
WHAT ARE YOUR 4 BEST TIPS FOR MAKING THE MOST OF EXPO EAST AND THE RETURN TO IN-PERSON TRADE SHOWS?
1. Engage in our virtual environment, Natural Products Expo Virtual, both pre- and post-Philly.
2. Leading up to the show and onsite, check out and engage in our diversity and inclusion initiatives and partnerships.
3. Read the Exhibitor Services Kit and work with our client services team to make sure you have a clear understanding of vendors and policies in Philadelphia. 4. Plan and execute your presence at the show in a safe, smart, and sustainable way!
4. Plan and execute your presence at the show in a safe, smart, and sustainable way!
WE ALSO CAUGHT UP WITH PIERRE JAMET, THE HEAD OF SALES FOR PETIT POT, WHO HELPED US UNDERSTAND HOW TO PREP FOR VIRTUAL TRADESHOWS EARLIER IN THE YEAR, BEFORE THINGS OPENED BACK UP. HERE’S HIS BEST ADVICE:
1. Bond with your team.
Take this opportunity to reunite your team across all functions (Sales, Marketing, Ops and more) as it will be the first time for many that they will be able meet in-person. Beyond the trade show being a major sales opportunity, it is also an opportunity to strengthen your team and provide opportunities to network and elevate their knowledge. Prepare a schedule so each of your team member has a chance to walk the show, attend educational sessions and of course go to the fun happy hours and dinners.
2. Retailers.
There is so much uncertainty if a substantial number of retailers will attend Expo. Avoid being stuck on a specific retailer that confirmed they are not attending, and make the most of the show. Remember: sometimes buyers hide their badges so they can go incognito, so always make sure to treat every attendee equally! Prepare a short list with confirmed retailers and schedule booth meetings to ensure that you have time to talk to them. Additionally, take the opportunity to meet in person with your brokers, share your 2022 objectives and work on your 2022 promotional planning, and provide training for their teams.
3. Samples.
Find a way to provide COVID-safe pre-packaged, portioned sample items. If it is not intrinsically feasible because of the product itself, offer to send samples prior the show to make the most of the in-person interactions.
4. Booth.
Take the time to build the booth beforehand and make sure it pops. Replace any outdated assets and showcase your brand in the best way possible: The brand name, value proposition, branding/packaging and merchandising should appear clearly when someone walks by your booth. Think of 3 key points that you absolutely want to convey even if they do not stop or engage with you. Additionally, make sure to have updated your sales sheets, decks, coupons and swag items.
5. Look beyond traditional brick & mortar and elevate your pitch to explain how you are taking advantage of a more digital connected shopper and how your products appear on the digital shelf.
Additionally, be opened to agencies, contractors and service providers that can help you achieve your goals in this channel: • Own DTC (Shopify, Woocommerce) • Pure Play (Amazon: FBA, FBM, VC) • Grocery Membership & Delivery (Thrive) • Grocery Delivery (Good Eggs, Fresh Direct, Amazon Fresh) • Mission-driven Grocery Delivery with an emphasis on produce (Imperfect Foods, Misfits Market) • Dark Store Delivery (GoPuff, Dashmart, Gorillas) • Retailers with ecommerce (Walmart, Target, Kroger) • 3rd party service providers (Instacart, Shipt) • Meal Delivery (Hello Fresh, Sun Basket, Purple Carrot)
6. Foodservice.
The channel was severely impacted, but as the country re-opens, there are many opportunities to be selected in the assortment. Dial in your foodservice offering with the right pack size and understand the plurality of the channel:
• corporate offices • college, universities • QSR • coffee shops • hotels/resorts/country clubs • airlines • airport micro markets • hospitals • concessions (Concert venues, sports stadiums) • school cafeterias • catering companies
Good luck at Expo this Fall, and be sure to look out for an invitation to the Startup CPG Expo East part on Sept 23, 2021.
