WholeFoods Magazine touched base with Carlotta Mast, SVP & Market Leader, Informa Markets’ New Hope Network, to get the scoop on this year's Natural Products Expo East, taking place in Philadelphia, PA, on September 20-23, 2023. The WholeFoods Magazine team will be there, scoping out the latest products and innovations, attending the educational sessions, and connecting with industry members. We would love to see you there—please stop by booth 3716 to connect. And read on for an advanced look at some exciting developments taking place at this year's show, as well as Mast's take on the trends to follow!
WholeFoods: Please discuss the new opportunities for both retailers and manufacturers at this year's show.
Mast: The New Hope team is excited to be introducing new programs aimed at making it easier for retailers and brands to connect and meet up at Expo East. We will be utilizing the show floor in new ways, bringing our keynote stage and new Innovation Experience to the show floor. Attendees will also find many new pavilions and interactive content, meetings and networking areas.
We are thrilled to be launching a new and improved version of our product discovery platform, Beacon Discovery, creating a more efficient and effective way for natural products buyers and brands to make meaningful connections at the show. Beacon Discovery, introduced to the industry in March at Natural Products Expo West, will have added functionality for Expo East including enhanced product discovery and show floor navigation options. Beginning in July, retailers and other buyers will have the first opportunity to use the tool to browse brands and products as they prepare for a productive event.
We’ve partnered with VerticalXchange to offer a brand-to-buyer matchmaking program, NaturalProductsXchange, which is designed to match exhibiting brands with top buyers for one-on-one meetings. These meetings will take place onsite Wednesday, the day prior to the show floor opening, with additional opportunities throughout the week. In addition, many of our retail partners will be hosting their own events during Expo East, giving exhibitors many more ways to connect with buyers on and off the show floor.
Mast: The New Hope team is excited to be introducing new programs aimed at making it easier for retailers and brands to connect and meet up at Expo East. We will be utilizing the show floor in new ways, bringing our keynote stage and new Innovation Experience to the show floor. Attendees will also find many new pavilions and interactive content, meetings and networking areas.
We are thrilled to be launching a new and improved version of our product discovery platform, Beacon Discovery, creating a more efficient and effective way for natural products buyers and brands to make meaningful connections at the show. Beacon Discovery, introduced to the industry in March at Natural Products Expo West, will have added functionality for Expo East including enhanced product discovery and show floor navigation options. Beginning in July, retailers and other buyers will have the first opportunity to use the tool to browse brands and products as they prepare for a productive event.
We’ve partnered with VerticalXchange to offer a brand-to-buyer matchmaking program, NaturalProductsXchange, which is designed to match exhibiting brands with top buyers for one-on-one meetings. These meetings will take place onsite Wednesday, the day prior to the show floor opening, with additional opportunities throughout the week. In addition, many of our retail partners will be hosting their own events during Expo East, giving exhibitors many more ways to connect with buyers on and off the show floor.
We’re excited to introduce the Expo East Show Floor Tours this year. Hosted Thursday through Saturday, these thematic tours will curate relevant connections and deliver a customized VIP experience. Topics include What’s Hot in Supplements, Emerging in Food and Beverage, Leading Innovations in CPG, Wellness and Beauty Trends, and more. We’ll introduce tour participants to leading innovators and hot new products, plus share trends and insights along the way.
To bring more focus to the important dietary supplement category and provide focused connections between supplement exhibitors and buyers, we are hosting a new Supplement Symposium at this year’s Expo East.
We also are adding fun new networking opportunities, including a ping-pong tournament and a Saturday closing celebration that will feature raffle prizes no one will want to miss.
To bring more focus to the important dietary supplement category and provide focused connections between supplement exhibitors and buyers, we are hosting a new Supplement Symposium at this year’s Expo East.
We also are adding fun new networking opportunities, including a ping-pong tournament and a Saturday closing celebration that will feature raffle prizes no one will want to miss.
WF: What inspired these new initiatives?
Mast: We talked to our exhibitors and buyers. Their input via surveys we conducted this spring, along with direct conversations, informed our focus on enabling more matchmaking, meetings facilitation, retailer events, and networking opportunities throughout the show experience.
WF: For earlier-stage brands, what are the benefits of exhibiting, and how is the show being made more accessible to these young companies?
Mast: Wednesday will be Emerging Brand Day. From the return of in-person Business School to Harvest Fest and Pitch Slam, Wednesday is a day for early-stage brands to make connections, be discovered and find the resources to help them succeed. This year’s Business School gives early-stage brands the chance to share their vision and business model with experts across retail/food service, funding, marketing and more. We’ll have four rockstar entrepreneurs co-hosting the event and a great keynote.
To further support early-stage brands, we’re partnering with a number of industry associations to make participating in Expo East more accessible. Naturally Network is our partner for the Expo East Pitch Slam, which enables the winners of each of the Naturally Chapter Pitch Slams to compete head-to-head for the national win. These Naturally chapter Pitch Slam winners each receive a complementary Expo East booth and will be featured together on the show floor.
Together with the Adult Non-Alcoholic Beverage Association, we will host our first show floor pavilion—along with conference education—featuring the growing non-alcoholic beverage category. We are working on a similar pavilion opportunity with the new Founders Heritage group, which is a community of founders who champion the brands and products that represent their cultures and heritages.
Our partnership with (Included) continues for another year at Expo East, and we will be supporting their ACCESS program by providing tabletop exhibit space at the Harvest Festival and a new, and unique to Expo East, (included) ACCESS cohort exhibiting on the main show floor. On Thursday afternoon we will host a panel discussion that will feature our JEDI partners and our amazing FriDEI Night Concert with Wyclef will celebrate J.E.D.I. in the natural products industry.
To further support early-stage brands, we’re partnering with a number of industry associations to make participating in Expo East more accessible. Naturally Network is our partner for the Expo East Pitch Slam, which enables the winners of each of the Naturally Chapter Pitch Slams to compete head-to-head for the national win. These Naturally chapter Pitch Slam winners each receive a complementary Expo East booth and will be featured together on the show floor.
Together with the Adult Non-Alcoholic Beverage Association, we will host our first show floor pavilion—along with conference education—featuring the growing non-alcoholic beverage category. We are working on a similar pavilion opportunity with the new Founders Heritage group, which is a community of founders who champion the brands and products that represent their cultures and heritages.
Our partnership with (Included) continues for another year at Expo East, and we will be supporting their ACCESS program by providing tabletop exhibit space at the Harvest Festival and a new, and unique to Expo East, (included) ACCESS cohort exhibiting on the main show floor. On Thursday afternoon we will host a panel discussion that will feature our JEDI partners and our amazing FriDEI Night Concert with Wyclef will celebrate J.E.D.I. in the natural products industry.
WF: What are some of the top trends you expect to see showcased at Expo East this year?
Mast: New Hope’s editorial team is always tracking trends and scouting game-changing products. This year a few emerging trends the team is watching for include:
- Craft vegan: Plant-based alternatives elevated. Vegan products across categories are now gourmet, locally sourced and small batch. Plus, brands are bringing a new level of sophistication with packaging and positioning.
- Celebrating women’s health: This trend is about solutions for sexual health, hormonal balance and more. Products are addressing women in various life stages and destigmatizing the conversations surrounding their experiences, from menopause to low libido.
- Bringing the soul back to our food system: With the rise of generative AI, companies are also prioritizing the humanity of food. This trend includes low-tech innovations, human-first business models and chef -crafted recipes. Some of the most creative solutions are coming from the field and the farm.
- Slowing down to speed up: This trend shines a light on innovation approaches that are an antidote to a “first-to-market” lightning pace. This means slowing down to make ESG commitments, leaning into regenerative methods and embracing new growth models.
- Innovative distribution models: Retailer incubators such as Union Kitchen, Pop-up Grocer, Pod Foods are shaking up the distribution landscape. Retailers and distributors are thinking out of the box to bring experiences their customers and partner with brands in unique ways to help them grow.
- Rediscovering heritage-rooted foods: More culturally rooted foods are among today’s most exciting food launches. Diverse-owned brands are recovering heritage and creating a new generation of nostalgia through origin stories.
- Skinimalism: Waterless and plastic-free are the future of personal care, and ongoing innovation is delivering more effective (and cost-effective) multi-purpose sustainable beauty products. The trend is also showing up across categories waterless cleaning products, "sauce" and more.
- Free Spirts: Adult non-alcoholic beverages are here to stay, and today’s innovators are prioritizing enhanced health and sustainability attributes.
WF: What are some highlights from the educational programming?
Mast: On Thursday we are celebrating supplements with our first Supplement Symposium featuring the one and only renowned mycologist Paul Stamets as keynote. There’s nothing hotter than mushrooms right now! During this event, brought to you by NBJ, Natural foods Merchandiser, and SPINS, we’ll explore the best retail channel strategy for supplement brands; how buyers can identify the next consumer wellness trends and products; smart ways to combat the industry’s widespread counterfeiting issue; and the latest from Washington—and what it means for business. Post session, we invite buyers to attend our guided supplement show floor tour of standout supplement product launches from Expo East exhibitors.
Friday is all about innovation beginning with our always packed State of Natural session. From there, the Innovation Experience will kick off with “CPG’s next great ideas: Top trends and innovation predictions”—a deep dive into the trends and innovations of tomorrow. Leading industry analysts will cast their predictions for the future of the CPG industry and what to look for on the Innovation Experience show floor. Later in the Innovation Experience, leading retail and food service executives will serve up innovation insights into which CPG trends and products are getting the attention of decision makers at retail stores, universities, hospitals, airlines, quick service restaurants and large corporations across the world. We’ll also dig into how fast food is moving quickly to bring healthier alternatives to the masses.
Friday is all about innovation beginning with our always packed State of Natural session. From there, the Innovation Experience will kick off with “CPG’s next great ideas: Top trends and innovation predictions”—a deep dive into the trends and innovations of tomorrow. Leading industry analysts will cast their predictions for the future of the CPG industry and what to look for on the Innovation Experience show floor. Later in the Innovation Experience, leading retail and food service executives will serve up innovation insights into which CPG trends and products are getting the attention of decision makers at retail stores, universities, hospitals, airlines, quick service restaurants and large corporations across the world. We’ll also dig into how fast food is moving quickly to bring healthier alternatives to the masses.
Saturday is our day of wellness and connection, and we are thrilled to have Jay Shetty as our keynote. We’ll invite retailers and media to join our wellness show floor tour that ends with a Jay Shetty Meet and Greet and have a fun networking event featuring a raffle, revitalizing treats and treatments, and more opportunities to make connections and discoveries.
WF: Is there anything additional you would like to share?
Mast: Wednesday will include an event just for media and influencers. The Creator Summit: Empowering Equity and Social Change Through Food & Wellness Media, hosted by the Food and Wellness Equity Collective and New Hope Network, is a transformative event tailored to digital content creators and influencers eager to make a positive impact in the food and wellness industry.
More Education Opportunities!
After Expo East wraps, join the WholeFoods Magazine team and Industry Transparency Center for more education at the virtual event Stress and Mental Wellness: Mastering the Market, taking place September 26-28. This event is free to attend, thanks to our sponsors. Save your spot today!
