Attending Natural Products Expo West 2025 was an incredible experience. It was my second time at the show—my first was back in 2018—and wow, it has grown tremendously. The crowds were bigger, the brands were more diverse, and the CPG (consumer packaged goods) industry has exploded with innovation.
This year, I had the opportunity to attend while supporting Vitafur, a client I’ve been consulting with on media buying for Costco. I also made time to visit 100 Coconut and other brands I’m currently working with.
One thing became crystal clear: brands—especially smaller ones—need a solid strategy to make the most of this event. If you’re planning to exhibit at Expo West, here are three essential things you should do to maximize your impact.
1️⃣ Create a Story for Your Booth 📖🏡
One of the biggest mistakes I saw was booths that lacked personality. Some had great branding, but no real message, no storyline, and no “why should I care?” factor.
If you’re investing $10,000–$15,000 to exhibit, your booth should speak for itself. Here’s how:
✅ Tell Your Brand’s Story – Why does your product exist? What problem does it solve? Who is it for? Make it clear.
✅ Use Lifestyle Images & Value Statements – Show your product in action. Don’t just list features—highlight benefits that make people feel something.
✅ Showcase Your Retail Wins – If your product is already in stores like Albertsons, make it known. Seeing a trusted retailer on your booth can encourage bigger buyers to pay attention.
✅ Make It Interactive – People should walk away remembering your booth. Whether it’s eye-catching visuals, fun facts, or an Instagram-worthy display, give them a reason to engage.
Many brands missed this opportunity, and their booths felt forgettable. Don’t let that be you.
2️⃣ Engage with Retailers and Consumers 🛒👥
Another big mistake? Only focusing on retail buyers.
Yes, retailers are important. But consumers are just as valuable. They might be standing next to a buyer in an Uber ride, chatting at a coffee shop, or sharing product discoveries with their audience. Here’s how to engage both groups:
🎤 Talk to Everyone – Don’t just scan badges looking for buyer titles. Every person could become a valuable connection.
🎁 Have a Sampling Strategy – If you run out of samples, don’t just say, “Come back Friday.” Instead, collect their contact information and send them a free sample coupon after the show.
📸 Capture Social Proof – Take photos of visitors enjoying your product and encourage them to post. If they love it, ask them to leave a review.
One of my clients was not engaging enough, so I stepped in. When people asked for samples and we were out, I said:
“We’re out right now, but sign up here and we’ll send you a free sample and a discount code after the show.”
This small action turned casual interest into potential customers and future brand advocates.
3️⃣ Remarketing Immediately After the Show 🔄📩
Once Expo West is over, you have 3 to 5 days to maximize the momentum before interest fades. Many brands fail to do this, which leads to missed opportunities.
Here’s what you should do right away:
📩 Email Everyone You Met – Send a quick follow-up thanking them for stopping by and sharing next steps.
📸 Post Your Event Content ASAP – Don’t wait three weeks to share your photos and videos. Use the energy of the event while it’s still fresh.
💬 Engage on Social Media – Comment on attendee posts, reshare content, and keep the conversation going.
Expo West is more than just a three-day event—it’s a launchpad for long-term relationships. Make sure you use it to its full potential.
Final Takeaway 🚀
If you’re exhibiting at Natural Products Expo West or any trade show, your strategy should focus on these three things:
✅ Create a compelling booth story that showcases your brand’s purpose and credibility.
✅ Engage both retailers and consumers—you never know who may lead to the right opportunity.
✅ Remarket quickly to maximize the momentum from the event.
Trade shows are a major investment, but when done right, they can become a game-changer for your brand.
Did you attend Expo West 2025? What were your biggest takeaways?