Expo West guide: How founders can prepare for CPG’s ‘Super Bowl’

Natural Products Expo West is often a turning point for many US food and beverage brands breaking into retail, so founders must stand out in a crowded convention center by using their creativity and market smarts to create lasting moments and business connections, guests shared on the latest episode of the Founders’ Fundamentals podcast.

On Founder’s Fundamentals 11th episode, Sarah Mix, engagement director at CBX; Jen Zeszut, co-founder and CEO of Goodles; and Lauryn Bodden, founder of S’noods share their Expo West stories and advice for first-time attendees.

Goodles CEO: ‘Make friends’ and ‘win something’ at Expo West

Better-for-you mac and cheese brand Goodles is known for its colorful and engaging Expo West booths. Last year, the company’s booth featured piles of mac and cheese plushies, a rainbow of products and a conveyor belt sampling its gluten-free product, which launched at the show.

This is all part of the brand’s strategy of breaking through the hustle and bustle at the show to create memorable moments, explained Zeszut.

Founders and first-time exhibitors should try to “win something,” whether it is most memorable booth, best swag or wearing an outfit associate with the brand, she said. Additionally, smaller brands should use their scrappiness to have fun with marketing materials and messaging, she added.

“You are going there in order to stand out, so do something memorable,” said Zeszut. “We like to say, ‘Let’s just win something.’ It does not have to be the biggest booth. It does not have to be the best booth, just win something.”

Founders should prioritize their time at Expo West on building brand awareness and telling the brand’s story because finding an investor who is ready to cut a check at the show is rare, Zeszut noted.

“At the very least, go make friends and find a bunch of fans that are going to fall in love with you because that is really the engine behind why a retailer is going to take you in the first place is because you have buzz and you have customers, and you have fans,” Zeszut elaborated.

S’noods founder: Tips on backpacking the show

Many early-stage and emerging natural CPG brands often attend Expo West by skipping the booth and loading up a backpack with samples.

This was the case of Snack vs. Chef winner Bodden, who attended the show shortly after launching her brand S’noods. The snack brand won a free booth (booth #7809) from a Startup CPG competition and is using it to meet with buyers and investors to grow the next stage of her business.

“We have obviously been having the conversations, but I think Expo West is really where you sit down and you make the plans happen,” Bodden said.

Founders backpacking the event can save money by finding another booth that are willing to provide a free event pass for help at their booth, Bodden said. Additionally, working with another brand can provide insight into managing a booth and networking, she added.

Sarah Mix, CBX: ‘Every moment is an opportunity to connect and network’

Expo West offers formal networking events, but founders should connect outside the show, Mix explained. For instance, a missed flight resulted in the smoothie cube brand Bumpin Blends collaborating with Barbie.

“I have met people on the plane, at the hotel, gym in the morning and even in the bathroom. Every moment is an opportunity to connect and network with people. And just having that mindset going into that is really important,” Mix said.

Brands can make the most out of networking by ensuring they have business cards at the ready or can quickly connect on LinkedIn, Mix said.

While Expo West is a great avenue to make connections, “networking is all year round,” and founders should find opportunities to follow up with various trade organizations and groups like Startup CPG, Naturally, Females in CPG and other groups throughout the year, Mix noted.

“Get involved in your community or the consumer-packaged goods community,” said Mix. “There are so many different opportunities, whether you have one locally in your city, or it is something virtual that you can do or events going on throughout the year, but it is a 24/7 thing.”