Anaheim, CA—Natural Products Expo West is heading back to Anaheim, with events and education from March 12-16, 2024. This guide, complete with an overview of exhibit hours and select industry events, educational sessions, and speakers, will help you make the most of your time at the show. Please make time for us, too! WholeFoods Magazine will be at booth #3508, celebrating our 40th anniversary under Wainer Family ownership! Will will have games and giveaways of free reusable shopping bags complete with samples and educational materials. Don’t miss out! Get the full Expo West schedule with more on speakers and events at www.expowest.com.

Events & Education: Highlights

Tuesday, March 12

Climate Day: Experts will discuss key action areas to help industry members begin or elevate their climate journey. 8am–7pm, Marriott, Marquis Center

Wednesday, March 13

Early Morning Yoga. Achieve that energized calm that will power you through your day. 7:30am–9am, Grand Plaza

Keynote: The State of Natural & Organic. Get an update on trends and retail insights. 8:30am–10am, Marquis Ballroom Center

The State of Supplements. This data-driven session will explore the trends and categories driving supplement industry growth, along with key opportunities and barriers to growth for brands, retailers and investors. Advancements in AI impacting the future of supplements will also be discussed. 10am–11am, Marriott Grand Ballroom F

Fresh Ideas Organic Marketplace. This event combines the appeal of a farmers’ market with the business-building power of the trade show. 11am–4pm, Marriott East Lot

HerbWalk at Expo West. Join the American Herbal Products Association (AHPA) to visit the nearby Fullerton Arboretum for a guided tour of the 26-acre botanical garden located on the California State University, Fullerton campus. Bus transportation to/from the Anaheim Convention Center and the Fullerton Arboretum will be provided. Get info on pricing and register at AHPA.org. 1pm–5pm

An Organic Night Out: Honoring the Year’s Best in Organic. Hosted by The Organic Center and Organic Voices/Only Organic, the first-ever “Organic Oscars” features Jennifer Garner and other guests recognizing and celebrating the success of organic brands and companies in communicating the impact of organic to consumers. Awards will be given in eight categories: Best New Organic Food/Beverage Product; Best New Organic Non-food Product; Best Organic Messaging: Better for the Planet, People or Animals; Best Organic PR or Social Media Activation; Best Retailer Organic Activation; Most Impactful Organic Research Result or Finding; Emerging Organic Entrepreneur of the Year and Organic Company of the Year. Learn more and register here. 6pm–10pm, Marriott Marquis Ballroom

Vitamin Angels 30th Anniversary Celebration. Vitamin Angels invites you to raise a glass to their 30th Anniversary. Title sponsor Nordic Naturals will generously donate $250 (up to $100,000 total) to Vitamin Angels for each attendee. Your presence will help Vitamin Angels reach 1,000 women and children with life-changing vitamins and minerals. Get details and register here. 5:30pm–7:30pm, Anaheim Regional Transportation Intermodal Center 

Thursday, March 14

Early Morning Yoga. Gear up for a productive day. 7:30am–9am, Grand Plaza

Community Breakfast. This free breakfast is open to all attendees and exhibitors. 7:30am–10am

Keynote: Chef Sean Sherman. A member of the Oglala Lakota tribe, Sherman is helping to reclaim and celebrate the rich culinary heritage of Indigenous communities around the world. 9am–10am, Marriott Marquis Ballroom

Navigating the Future of Supplements: Integrating Science, Technology, Marketing and Compliance to Drive Customer Lifetime Value. This masterclass kicks off with a keynote on “Selling Science,” which breaks down how the emerging intersection of clinical science, tech, and marketing is poised to fuel a key connection between cutting-edge product efficacy research and profit-driving marketing strategies. Next, a panel on “Boosting Brand Loyalty” looks at where engagement tech meets consumer psychology to skyrocket adherence and customer lifetime value. A final panel covers “Navigating the Minefield of Implied Claims” to mitigate litigation risks and safeguard brand reputation. 10am–11:30am, Marriott Platinum Ballroom 5. Register here. 

Supporting Women Better Through A One-Of-A-Kind, Disruptive Line. Pamela Peeke, M.D., will discuss a women’s hormonal journey from menstruation to post-menopause and offer fresh approaches to supplementation to help address symptoms associated with each life stage. 12:30pm–1:30pm, Marriott Platinum Ballroom 1-2

Gender Equity in Nutraceuticals Networking Event. Join Women In Nutraceuticals (WIN) for a networking reception focused on how together we can achieve economic and societal equity to transform the global nutraceuticals industry. Supporting gender parity from the boardroom to the research lab benefits businesses, empowers women to unlock their potential, and ultimately benefits consumer health. 4pm–6pm. Location TBD

AHPA Member Reception. Enjoy the opportunity to network with industry colleagues over refreshments during this evening dedicated to the incredible AHPA community. AHPA members and friends welcome. No registration required. 5:30pm–7:30pm, Sheraton Park Hotel - Garden Ballroom

LGBTQ+ Allies Networking Reception. Community members and allies will gather for an evening of drinks, networking, and fun. The Naturally Proud Network will highlight a local non-profit that has been advocating, supporting, and uplifting the LGBTQ+ community. 6pm–7:30pm. Location TBD

What’s Up with Supps. Network and unwind with industry friends new and old, plus join the WholeFoods Magazine team as we continue to celebrate 4 decades of Wainer Family ownership! Registration required at www.whatsupwithsupps.com. 7pm. HEAT Ultra Lounge

Friday, March 15

Early Morning Yoga. Treat your mind and body to a feel-good jumpstart to the day. 7:30am – 9:00am, Grand Plaza

Keynote: Jay Shetty. The global bestselling author, award-winning podcast host of On Purpose, and co-founder of JUNI Sparkling Tea will explore new strategies for navigating today’s fast-paced digital world and help attendees double down on their purpose throughout the innovation journey. 9am–10am, Marriott Marquis Ballroom

The State of Plant Based. Experts will offer a comprehensive overview of the plant-based foods sector, including consumer insights to help you meet consumer demand and develop growth strategies. 10am–10:45am, Marriott, Grand Ballroom E

Celebrating 40 Years! Join the WholeFoods Magazine team at booth #3508 for a champagne toast to toast to 40 years of WholeFoods Magazine Informing and Educating the Natural Products Industry under the ownership of the Wainer Family. 4pm–5pm, Booth 3508.

J.E.D.I. Community Happy Hour. Join industry members with shared values in the CPG Industry at this afternoon gathering. 4pm–6pm

Saturday, March 16

Early Morning Yoga. Kick of the final day the right way. 7:30am–9am, Grand Plaza.

Exhibitor Highlights

Exhibiting companies shared what will be on display at their booths—this will be updated as more companies share their plans, so check back pre-show!

WholeFoods Magazine is hosting a Spin the Wheel 40th anniversary Extravaganza. Come to WholeFoods Magazine’s booth #3508 to spin the prize wheel. You will be awarded a commemorative token that you can then bring to the corresponding booth to claim a prize, sample, or special gift from one of the event sponsors, which include industry-leading companies such as Carlson Labs, Gencor, Magtein, Naturally Informed, Nature’s Answer, Popzup Popcorn, Ridgecrest Herbals, and Wakunaga!

Alkemist Labs will be highlighting its expanded services that provide a full suite of testing services for clients. In recent years, Alkemist has added new services such as heavy metals, potency, pesticides, microbiological, residual solvents, THC and THC Analogs, Astaxanthin esters, and psychedelic quantitation, among others. All of the new services but astaxanthin are included in Alkemist Lab’s A2LA ISO 17025 scope of accreditation (3851.01), which has been renewed through February 2026. Previously launched services for psychedelic testing are added to the ISO scope, which Alkemist says makes it the first lab with this many psychoactive compounds from a number of different botanical sources listed on their ISO scope. Also: Alkemist will be discussing the new protection of certificates of analysis (CofA’s) against counterfeits and unauthorized tampering using HealthLOQ’s document protection blockchain software. After years of cautioning the industry about altered C of A’s and hand checking the ones people send to have confirmed, Alkemist now has a blockchain solution using HealthLOQ’s document protection software. Brands, retailers, regulators, consumers or any other interested party are now able to verify in seconds if a given document is the unaltered, original  Alkemist CofA. Visit Alkemist at booth # 3575. 

Better for All will be at booth #2979 showcasing its certified home-compostable cups. Designed to reduce our reliance on single-use plastics, cups are made from a unique material called PHBH, which is designed to completely biodegrade in almost any environment. Each cup is reusable, dishwasher-safe, nontoxic, and can hold cold and hot drinks. Best of all, the cups decompose organically after being thrown away. The cups are TUV-certified home compostable and BPI-certified compostable, meaning they will completely biodegrade—even in a home composting environment.

Biovanta (booth #4678) founder Dr. Nazlie Latefi will share the latest science on natural cold and flu remedies in a seminar entitled “Inflammation as the source of all illness and the latest science on controlling it naturally” on Thursday, March 14, at 8:30 a.m. PT in the Marriott Hotel’s Platinum Ballroom 1-2. Biovanta offers OTC remedies that target both the cause and symptoms of colds and flus. Using only all-natural bio-active ingredients, the company says its products are clinically proven to modify inflammatory pathways underlying all major cold symptoms, strengthen barrier or mucosal immunity and provide immune-strengthening relief from cough, sore throat, runny nose and congestion.

Blueshift Nutrition is showcasing Superblends at booth #4781. The company's proprietary FlavorWeaving technique “elevates the complexity and interest of each drink by incorporating the natural flavor notes of botanicals, fruits, berries, and active ingredients without resorting to added sugar or artificial flavors or sweeteners.” Paal Gisholt, Founder and CEO, explains, “When we sought to create a line of supplement drinks with off-the-charts effectiveness, we were warned that making these formulas actually taste good would be impossible. But when you think about the beverages adults love most—coffee, red wine, IPA beer—they aren’t loved for being sweet. Their complex, interesting flavor profiles include hints of bitterness, earthiness, acidity, and aromatics that work together to delight the palate. So instead of using artificial flavors or sweeteners to mask the particular notes of plant ingredients, we use those flavors as a source of interest and complexity. In a process that is part art and part science, we’ve identified just the right flavors to complement each active ingredient. The response has been phenomenal.”

Canary, a new personal and home care product line born to help purge the planet of plastics, will be at booth #3057. The brand offers concentrated formulas that reduce the carbon footprint and come in stylish reusable glass bottles.

Cargill is teaming up with Innova to explain how changes in consumer expectations and government regulations may impact sustainability claims and goals. On Wednesday, March 13, at 9 am PDT, in the Marriott Ballroom Platinum 1-2, the companies are presenting “The Evolution of Sustainability: What CPGs Need to Know." Cargill is also exhibiting at booth #737.

Confetti (Booth #3794) is showcasing Confetti Snacks Lovely Veggie and Lovely Mushrooms Chips. The brand uses colorful plant-based ingredients that contain phytonutrients and vitamins. Each bag, with okra, purple sweet potatoes, radishes, shiitake mushrooms and more, contain a rainbow of color as well as global spices like green curry and teriyaki BBQ – a nod to the founder's native Singapore. Confetti also upcycles imperfect produce to create the chips, reducing landfill waste.

FrieslandCampina Ingredients will be at booth #4548 with consumer-centric concepts to help inspire nutrition brands. Attendees can explore how the company’s protein and prebiotic ingredients can power shakes, gummies, RTD beverages, bars, and more. Visitors will also be the first to see the company’s new brain health ingredient. Among the ingredients that the company will showcase: Biotis Fermentis, a fermented solution that combines the benefits of protein, prebiotics, and probiotics to target the gut-muscle axis.

GC Rieber VivoMega will launch its premium VivoMega EPA+DHA Algae 2050 TGP Oils for the North American market at Expo West. “Adding EPA+DHA combination to our algae portfolio is a big win for us, our customers, partners, and the end consumer,” said Ståle Søfting, Sales and Marketing Director. “These EPA and DHA offerings provide a non-GMO, solvent-free, sustainable, and alternative source for these essential fatty acids. Additionally, as the supply and increased costs of fish oil remain top of mind for suppliers and manufacturers, algae concentrates offer a great alternative to support the demands of consumers wanting omega-3s.” To learn more about VivoMega EPA and DHA Algae Oils, schedule a meeting with its team members at Natural Products Expo West by contacting vivomega@gcrieber.com.

Ingredients by Nature announce the publication of its experimental research in the BioFactors Journal investigating Eriomin, a multi-patented citrus flavonoid blend, and its potential to support liver function and the aging liver. The results revealed that Eriomin enhanced the activity of hepatic antioxidant enzymes, including glutathione peroxidase (GPx), glutathione reductase (GR), and catalytic glutamate-cysteine ligase. Eriomin also treatment increased the activity of the nuclear transcription factor Nrf2, a key player in cellular defense against oxidative stress and the maintenance of redox homeostasis. These findings highlighted Eriomin’s ability to modulate hepatic redox regulators Nrf2 and Trx1 (thioredoxin 1), alleviate oxidative stress, and reduce persulfidation levels, suggesting a substantial and beneficial antioxidant potential of lemon flavanones in aging livers. The company will be discussing the findings at booth# 4652.

Karma Water is showcasing Karma Energy Water, a new product that features a blend of natural caffeine and Cognizin Citicoline from Kyowa Hakko to provide energy and enhanced focus. “Consumers are looking for energy and mental clarity without the crash that comes from traditional energy drinks,” Kyowa Hakko USA Marketing Manager Maria Stanieich said. “Cognizin, a clinically tested, patented form of citicoline, offers those benefits, and we’re excited for the attendees of Natural Products Expo West to experience them firsthand. After all, what do trade show attendees need more than energy and focus to power through three days of networking?” Beverage brands can visit Kyowa Hakko USA’s booth #4127 to learn more about Cognizin and its ease of formulation, including its stability and rapid solubility. Karma Energy Water will be available to sample at both the Kyowa booth and the Karma Water booth #1677.

Lonza Capsules & Health Ingredients will be at booth #3611 to showcase its range of launch-ready formulas and innovative delivery systems, as well as to unveil insights into how supplement brands can attract the new generation of active lifestyle consumers. Key highlights will include the latest market insights into the new era of active lifestyle consumer—younger individuals who understand that their mobility, and therefore their joint health, is inextricably linked to their long-term quality of life. Lonza’s UC-II undenatured type-II collagen can help nutraceutical brands support their health and mobility so they can continue moving the way they want to—for longer. Lonza also will showcase a full suite of concept-to-market services that help brands turn ideas into breakthrough products and can help cut development lead time by up to three months. For example, Lonza’s range of launch-ready formulas can help brands quickly tap into the most in-demand categories, including sleep and relaxation, men’s health, women’s health and joint health. Ready to manufacture, Lonza’s launch-ready formulas help brands go to market fast, easily fill portfolio gaps, and capitalize on market trends.

At booth #3578, Nuherbs, the third generation, family-owned suppliers of high quality, sustainably sourced Chinese herbs, will feature its customized Bespoke Extracts, while sister company NuTraditions will launch a new edible strip: Goodbye Fatigue for Energy & Focus, formulated to answer the mid-day crash with Organic Ginseng and Organic Schisandra, offering energy with no caffeine. Goodbye Fatigue promotes mental focus and smooth, sustained energy with a natural cinnamon-flavored boost, helping to manage today’s busy lifestyle concerns with stress, fatigue and sleep. Nuherbs President Wilson Lau will be speaking on the Relationships in Sourcing Medicinal Plants on Thursday March 14^t, from 4–5 pm, with the Director of the Sustainable Herbs program, Ann Armbrecht, Josef Brinckmann from Traditional Medicinals, Elise Higley, farmer and owner of Oshala Farm, and Erin Smith of Banyan. 

Sabinsa will be highlighting new clinical studies on Shagandha (Ashwagandha root extract 2.5% USP grade) for stress and anxiety in booth #4253. With growing interest in nutraceutical ingredients to support liver health, Sabinsa will also emphasize clinically studied LivLonga, a unique formulation of three scientifically validated ingredients Curcumin C3 Complex, Livinol and the bioavailability enhancer BioPerine.

TriNutra announced its recent U.S. patent for the unique composition of its branded ingredients, ThymoQuin, B’utyQuin, and ThymoQuin-OCare. “Our unique formulation achieved our goal beyond expectations, tapping the success with increased stability, bioavailability, and efficacy of black seed oil,” said Morris Zelkah, CEO of TriNutra. “ThymoQuin has brought innovation to this ancient ingredient with several published clinical trials on its health benefits and efficacy, and numerous global patents back it for its composition, stability, bioavailability, and use. We are incredibly proud of yet another achievement for ThymoQuin and its potential in human health.” To learn more about ThymoQuin, schedule an interview with Morris Zelkah while at Expo West by contacting service@trinutra.com.