New Port Richey, FL—The SENPA team sure does know how to put on a show! This year's Showing Others Healthy Options (SOHO) Expo took place from September 12 through 15 at the Gaylord National Resort & Convention Center. Over 1,250 retailers, exhibitors, and industry members from all over the world were in attendance for the non-profit organization's annual natural retailer and manufacturer focused event. The WholeFoods Magazine team attended the show, celebrating its 54th year, and captured some of the highlights from the affair.
In past year, the show has been held in December, but the move to late summer presented positive opportunities. “We captured the opportunity to move our show dates, provide a strong educational offering for our attendees, and remain a source for new and innovative products entering the industry," shared Debra Short, Executive Director, SENPA. "This and more created an advantage for our attendees to strengthen relationships and allowed a competitive business occasion."
Stacey Lett, SOHO Events Director, added, “SOHO Expo facilitates the essential face-to-face networking that independent retailers and the suppliers both crav. This show is 54 years strong and continues to provide a personalized experience that allows true connection in the industry. By providing retailer education and interaction with suppliers, the return on investment for all involved is second to none.”
On Display
SOHO Expo is not open to the general public. Instead, Natural Products retailers and their staff, exhibitors looking to sell products to retailers, and non-exhibiting manufacturers, distributors, and brokers of products sold to natural product retail stores are the only ones with access to the education sessions and show floor displays. Here are some of the companies we noticed that were driving the foot traffic during the show.
+PlusCBD: This consumer wellness company specializes in nutraceuticals and plant-based nutrition. Products include natural wellness goods featuring hemp extracts and other research-supported natural ingredients. pluscbdoil.com
Enzymedica: The company continued its rollout of its latest line of probiotics. Its Subculture Probiotics aims to help consumers achieve a balanced microbiome for a more healthier, vibrant life. enzymedica.com
Megafood: This certified B Corporation manufacturer of vitamins and supplements made from farmed whole foods offers products available for individuals of all ages. Megafood.com
Boom Chaga: This mushroom superdrink says it delivers antioxidants, 10x more betulinic acid, and twice the amount of beta-glucans compared other mushroom and chaga products. boomchaga.com
True Grace: Regenerative agriculture is key to this vitamins and supplements company that offers high-quality omega oil, probiotics, multivitamin, and other products. truegracehealth.com
Trace: Formerly known as Trace Minerals, the company now known as Trace will continue to offer a full line of minerals, multivitamins, and other products for those who living a more active lifestyle, children, and pets as well. traceminerals.com
Rise Yaupon: Teas made from Yaupon Holly and other American-grown ingredients from local farmers to promote health and well being. The brand's product line includes Chocolate Mint, Strawberry Zen, and Classic Tea flavor options. riseyaupon.com
Cornbread Hemp: This USDA organic CBD company manufactures full spectrum CBD products including THC Gummies, CBDA Oil, and CBD Gummies. cornbreadhemp.com
LEVL: Recovery and hydration drink made with hemp CBD, adaptogens, electrolytes and all-natural, functional plant-based ingredients for mind and body balance. Flavor options include Acai + Berry, Peach + Mango, Lemon + Lime, and Pineapple + Coconut. drinklevl.com
LifeSeasons: Makers of all natural supplements for heart health, men's health, women's health, and other health focuses. 2024 Natural Choice Awards winners for Supplements Immune Support and Supplements Cognitive Health. lifeseasons.com
Tillman's Tranquils: The company offers hemp products made in small batches with hemp extracts sourced in the US. Products include Non-GMO, Gluten-Free, Vegan certified mints made with all natural ingredients. tillmanstranquils.com
Nature's Charm: Started in 2011, Nature's Charm creates innovative, 100% vegan products, using only plant-based ingredients. Product line includes sweetened condensed coconut milk, evaporated coconut milk, coconut whipping cream, and sweetened condensed oat milk. naturescharmveganproducts.com
Earth's Creation: Nutritional supplements made in-house in family-owned facility in South Carolina. Product specialties include overall wellness, whole body health, beauty, and weight loss. earthscreationshop.com
Progurt: Developers of gastrointestinal, immune-system, and nutritional health solutions, the brand's products include essential mineral electrolytes, beneficial bacteria syrup, probiotic yogurt makers, and proteolytic enzyme concentrate. progurt.com
Kerwell: Natural and effective, high-quality CBD products for targeted wellness goals. Premium remedies available for skincare, beauty, bath + body, health supplements, and pets. kerwellness.com
Education Sessions
The events keynote speaker was G. Michael Maddock. Maddock discussed the Three Questions Disruptors Must Ask Themselves which was based on his best-selling book, Plan D. Guests were given real-life, often hilarious, examples of replicable, unexpected, and generative questions leaders learn to ask themselves and their teams.
SENPA also welcomed Steve Mister, President of the Council for Responsible Nutrition (CRN), who share an updated advocacy report.
And the Winner Is...
Enzymedica receives NCA Award
Award winner +plusCBD
Terry Naturally accepts award 
LifeSeasons and Heather WainerWith so many of our industry friends gathered under one roof, the WholeFoods Magazine team wanted to take advantage of the moment and present this year's Natural Choice Award winners with their coveted trophies. LifeSeasons, Terry Naturally, +plusCBD, Trace, and Enzymedica all received their golden statues during the show.
While we tried our best to keep things hush but word spread quickly about our mission and some folks were already preparing their acceptance speech once WholeFoods Magazine Publisher and Chief Business Officer, Heather Wainer, was making her way towards their booth! A complete list of our 2024 Natural Choice Award winners can be viewed here.
Heather Wainer presents WholeFoods Magazine's 2024 Retailer of the Year AwardAnnual Business Meeting
Peter Brodhead receives award
Heather Wainer presents WholeFoods Magazine's 2024 Retailer of the Year AwardPeter Brodhead receives awardRetailers and exhibitors were welcomed to the Annual Business Meeting and Industry Awards presentation. The association announced its Board Election results, and welcomed Jeff Shackelford of The Healthy Edge Group as the new President of the association along with four new board members.
Shackelford honored Renee Southard’s accomplishments as president for the past four years (Southard is WholeFoods Magazine's 2023 Retailer of the Year).
The board and membership also congratulated Karen Greenway and Ryan Sensenbrenner for their support and dedication to SENPA for 10 years of service on the board.
SENPA also awarded Peter Brodhead from Brighter Days Natural Foods Market in Savanah, GA, with the Annual President's Award, and introduced the members of its Emerging Leaders program—some of the brightest minds and future leaders within the industry today.
Members of the Emerging Leaders teamHeather Wainer also took the stage to present Cambridge Naturals with the WholeFoods Magazine 2024 Retailer of the Year Award. Busy schedules prevented the Cambridge Naturals from accepting the award in person but treated guests to thoughtful acceptance video.
A moving moment came when SENPA shared a heartfelt moment of silence for Sally Byrd, ND, ACC, MCC- a board certified and licensed Naturopathic doctor. Byrd, who passed away on Thursday, July 18, 2024 at the age of 66, was loved by so many in the industry (read In Memoriam: Sally Byrd, ND, a "shining light in the natural products industry")
