The Buzz About Expo West, the Super Bowl of Food

This post originally appeared on Ben's LinkedIn Newsletter, Infused Insights. You can read and leave comments here.

Attending the Natural Products Expo, or as many affectionately dub it, the "Super Bowl of Food," is an enlightening journey through the heart of the broader food industry. Expo, held at the Anaheim Convention Center each March, brought together more than 65,000 attendees and 3,000 exhibiting companies - registered at least; the operators in the cannabis industry knows this probably means 100K+ people - presenting an unparalleled scale of opportunity and insight that far eclipses the collective magnitude of cannabis-specific events.

All Abuzz About Cannabinoids

Navigating the vast expanses of the Expo, our team embarked on a mission to explore every beverage company present. Astonishingly, about 40% of them expressed curiosity or had already explored integrating cannabinoids into their product strategies, and not just CBD. Further, the significant trend among the larger CBD beverage brands in attendance were already crafting their THC-focused approach. This was all validated by the Nosh.comand BevNET.comteam when they posted their expo update on the third day.

Adding to the buzz, a milestone moment for my team at Vertosa was announcing our partnership and strategic investment from DöhlerGroup, a global leader in beverage ingredients. This announcement was met with palpable excitement, underscoring the positive signal it sends for the broader cannabis industry's integration into mainstream markets. For us, it's another step forward in preparing to serve and compete with the largest companies in food and beverage.

A Glimpse into the Future: Beyond Cannabis

The Expo experience starkly contrasted the familiar, close-knit feel of cannabis industry gatherings, which often resemble reunions more than networking events for anyone that has been in the industry for more than a few years - which, don't get me wrong, I totally love. The sheer volume of people and companies at the Expo highlighted the comparative smallness of the cannabis industry and the vast potential awaiting with mass adoption and inevitable competition. It was a great reminder of the importance of expanding our perspective as we strive for mainstream relevance.

Creative Inspiration Abound

The Expo serves as a fertile ground for creative inspiration across all facets of consumer packaged goods (CPG). It offers a unique vantage point to spot and incorporate emerging trends into our product lines—functional mushrooms caught our eye this year. Additionally, the Expo is a masterclass in branding, marketing, and booth design, with industry giants like Impossible, Oatly, and VitaCoco setting the gold standard. The creativity spills over into the receptions and after-parties, offering further opportunities for inspiration and networking.

The Road Ahead: A Call to Cannabis Operators and Natural Products Expo

My experience compels me to recommend that all cannabis operators consider attending the Natural Products Expo (despite its conflict with Hall of Flowers this year). The event is a showcase for innovation, competition, and self-reflection. It offers a humbling perspective on our place within the broader CPG landscape and serves as a call to elevate our efforts, innovate relentlessly, and prepare for the day when cannabis and hemp take their rightful place on the global stage.

Before heading to Expo, we received some sound advice from our good friend, Shawn Biega, CEO and co-founder of Daytrip Beverages. After attending, I couldn’t agree more with Sean’s advice. For all of the hemp and cannabis brands out there, let me leave you with this:

1. The industry intelligence that a growing brand can gather in one day at Expo is worth its weight in gold and is nearly impossible to get elsewhere. Who are the leaders, followers and outliers? Which categories are heating up? Which are hitting a saturation point? Who is doing something truly unique? Where are the big dogs investing their resources? You'll find it all at Expo.
2. Plan ahead! Map out your “must see” contacts ahead of the expo. Leave yourself time to walk the floor (or should I say, floors…) and explore, you never know what or who you might find via a chance encounter.
3. Networking is one of the most underrated aspects of Expo. This industry moves at lightning speed. The ability to meet with its many suppliers, manufacturers, agencies and competitors under one friendly roof is invaluable. You can expect to walk away from Expo each year with a head full of incredible ideas and a slew of new contacts to help you bring them to life.

If you want to stay ahead of CPG trends and keep an eye out for the twists that brands are making on current categories, Expo West is the place to be.

While I stand to gain no financial benefit from promoting Expo West, I do have hope that they appreciate this post enough to consider inviting THC brands to the expo floor in the years to come. As we journey forward, we'll carry the insights and inspirations from Expo as guiding lights and continue the push for excellence, innovation, and mainstream acceptance, knowing all too well that the road is long but the potential limitless. The future of cannabis and hemp in natural products is inevitable, and together, we can shape an industry that stands tall among the giants of the food world.