How every day should be a learning opportunity for natural products customers
March is an extraordinary time of year if you own, invest or work in the natural products industry. The Natural Products Expo West is the place you want to launch your hot new natural product. It’s where key decision makers can scope out and learn about new scientific discoveries, latest trends, and new processes in the natural products space. A whopping 90,000 industry insiders from around the world come together to learn about new and continuing trends.
More than 3,600 exhibitors cover the food, beverage, supplement, beauty, home, pet, and packaging industries on almost 500,000 square feet of the Anaheim Convention Center. It’s enormous, and the show keeps getting bigger. This is one of our favorite expos because this is where exhibitors are energized to deliver educational pitches on products that are paving the way toward health and sustainability – and are ready to answer any questions attendees may have. The truth is that brands who are improving health and the planet are educating transparently about it, which makes Expo West a playground for us to scope out those brands that are truly walking the natural and sustainable walk.
Part 1: Educational Content Marketing for sustainable brands at Expo West
PATHWATER
When you think NEW HYBRID you will now think SUSTAINABLE Bottled Water – PATHWATER. (spoiler: we are proud education-based content marketing partners with PATHWATER). The second attendees entered the Anaheim convention center they were greeted with a PATHWATER bottle to stay hydrated throughout the show.
This team is beyond amazing and happy to talk about the mission to stop single-use plastic water bottle pollution. PATHWATER teamed up with the New Hope Network and partnered with the Natural Products Expo to become the official sponsors. If you had a chance to talk to anyone from the team, you would’ve learned this was the first time in the history of the event that Expo West has accepted a water sponsor.
PATHWATER gave out over 50,000 bottles of water at the Expo and sponsored 13 water refill stations throughout the Anaheim convention center. We estimated that if 50,000 people received one bottle and refilled it all five days, the Expo would have kept 250,000+ single-use plastic water bottles out of landfills, incinerators, and waterways. That’s a big win for everyone and is why we work with PATHWATER – they are true to their mission and will stop at nothing to see it through. We are happy to have an educational relationship with the ONLY bottled water brand doing it right.
Erin Brockovich
Our next educational hero was Erin Brockovich. She talked about water issues affecting communities all over the United States. Erin Brockovich has been helping communities link their mysterious, localized health epidemics to polluted drinking water.
Brockovich also launched her Community Health Book – a map so people can self-report when they have issues in their communities. It is a brilliant use of content for gaining political power in numbers.
At the expo, she announced she’ll be publishing her new book Water, next fall. With a very important Q&A that followed her talk, Erin Brockovich’s theme of empowerment and togetherness inspired the audience on how we can all move to save the world, together. As a whole, in the U.S. people are disconnected from policies that surround our health, food, water, and air quality. Brockovich points out that we will need a collective force to change water issues or any issues for that matter. Her heartfelt call-to-action for everyone to SPEAK UP set a powerful tone. Her powerful stance around the importance of education, reeducation, and community building can and should be echoed by everyone in the natural products industry. This is how we will pave the way for better products that heal our bodies and planet.
Part 2: Expo West 2019 Top Product Picks
EcoTensil
They say: “EcoTensil is our award-winning, nationally distributed EcoTaster tasting utensil (Costco, Target, Whole Foods, etc.) uses 1/5th the space of other mid-sized tasters. We are the lowest cost compostable and recyclable tasting spoon on the market.”
We say: Ecotensil has reinvented the disposable spoon. In one fun fold, EcoTensil’s pleasingly smooth paperboard products transform into the most sustainable, highly space-efficient, and brandable utensils available. It’s impressive that such a simple product made from paper, folded at just the right angles can solve our single-use plastic spoon crisis. We are in dire need of a wise solution to make the plastic version of every single-use plastic product obsolete. While there is market demand, educational campaigns can help further these efforts in public opinion. Municipal and state laws are beginning to crack down on single-use plastics. EcoTensil is a brilliant, yet simple solution that we were pleased to see at select booths who were doing sustainability the right way. We would to love to see arenas, schools, universities, sports venues, concerts, and trade shows implement EcoTensil in their sustainability efforts. This should be the standard, not the exception.
Mitsubishi’s Cleansui
They say: “Mitsubishi Cleansui’s patented revolutionary Hollow Fiber Membrane technology removes fine, invisible particles up to 0.2 micrometers that are present in your water, such as 99.99% of bacteria, turbidity, and cysts.”
We say: Cleansui goes beyond the typical carbon filter and is a real solution for people who battle with water contamination issues like rusty pipes and are worried about pathogens and chlorine. With Mitsubishi’s standards of excellence and precision, we feel confident that this filtration system could be a strong competitor in the filtration market with the right education and content strategy to connect consumers with their line of home filtration systems.
It would be great to see more comparison on filtration systems and explanations of the third filtration step that other carbon-based home filters lack. It’s impressive to note that Japanese hospitals use this same filtration process for the water surgeons use to wash their hands before going into surgery. Great product, can’t wait to see more from the U.S. Cleansui team.
Patch Strips
They say: “PATCH was born when James Dutton (the founder of Nutricare) noticed that while trying to protect his son’s adventure wounds his skin was reacting badly to a common wound covering and making the wound worse. He was shocked to discover that there is an array of chemicals lurking in ordinary plasters. His research found that a staggering number of the world’s population can’t wear standard wound care coverings. Ultimately the wish for a wound care product that wouldn’t cause nasty skin reactions and serve as a way to help heal the wounds was the real reason for PATCH. Learning that an ever-growing number of the population react or are allergic to the current injury covering solutions only propelled the business to where it is today.”
We say: Going back to the idea that every product that is now commonly made from plastic requires a non-plastic solution to overtake the market— this is the non-plastic solution for band-aids. The day after leaving the show I got a paper cut and put one on; it felt more breathable than the typical plastic band-aid. We liked that there were additional healing additives, like coconut and aloe. This band aid should be the norm and not the exception. There is no reason why plastics must be in our band-aids so close to wounds, exposing them to irritants. This simple solution solves that problem for sensitive skin but also for the planet.
Neurohacker Collective, Qualia
They say: “Qualia was founded in 2015 with the mission of creating best in class well-being products by employing a unique methodology to R&D based on complex systems science. This scientific approach focuses on supporting the body’s ability to self-regulate, rather than overriding regulatory systems with chemicals designed to move a biomarker in a particular direction. We began with a focus on psycho-affective products with the launch of their Qualia nootropic line.” Qualia
Denise, A.R. Marketing House’s founder, says: WOW! As a nootropic enthusiast, I have been eyeballing Qualia and was curious to sample their focus and mind products. I’m a Genius Mushroom fan, and while I love the products, I am always open to exploring different herbal blends to optimize my brain functioning. I first tried the focus sample the day after leaving the show, and I began working on some projects. In record time I completed my morning tasks and was swiftly adding more. The rep warned me at the booth that the Focus version was for when you need to put in some overtime or extend your output that day. I was able to seamlessly and happily move from project to project into the night and had to consciously tell myself to stop working because I was still in the zone as 9 pm approached. Qualia is no joke; both products give you the clarity and focus you need to accomplish what you need to get done, but also helps with ramping up the creativity and feel-good factors.
Sambucol Black Elderberry Extract
They say: “Sambucol, the original Black Elderberry extract, provides strong immune system support to help you and your family stay healthy throughout the year. Developed by a world renowned virologist, Sambucol is the unique black elderberry extract that has been used in scientific studies.”
We say: These taste great but we didn’t have enough to test the “keeps your immune system strong all year” claim. We will keep our eyes on this product.
Smart Baking Company
They say: “This is the first high protein nutritious “snack cake” which has zero carbohydrates of sugar, zero of starch. The carbs are just from the fiber. Smartcake® has 60% fewer calories than any cake product on the market: only 38 calories per Smartcake® product. A serving size is 1 cake.” Smart Baking Company
We say: We loved the energy of the woman at the exhibitor’s booth. She was excited about the product and made us excited about it too. With diabetics both type 1 and type 2 in our families, we recognize a smart choice in these cakes. For dieters or people trying to make a healthier snack choice, SmartCakes are a great option. Plus, the taste and texture are great! Can’t wait to try the lemon.
Viteyes
They say: “Founded in 2002, Viteyes’ broad spectrum of products helps support your eyes. With superior standards, we stand for something better. We offer a unique mix of products to help you maintain your eye health. Our vision is built on four core values: EDUCATION, Transparency at the forefront; QUALITY PRODUCTS, Exceptional products researched; CUSTOMER EXPERIENCE, Customer service reimagined; ADVOCACY, A brighter, healthier future for all. Viteyes products are manufactured using the highest quality ingredients, which are proven safe and effective, without risk of unnecessary additives.” Viteyes
We say: The idea that we are risking eye health every time we look at an electronic screen is troubling. This company has done the research and created a quality product to help combat eye fatigue and degeneration.
WaxWrap
They say: “Beeswax wrap is made by infusing pieces of cotton with a mixture of beeswax, pine rosin, and jojoba oil. It is a sustainable item, eco-friendly, biodegradable, reusable which makes it a perfect alternative to plastic wrap.
Wrap any food that you would typically wrap in plastic, such as, fruits, vegetables, cheese, a salad bowl, leftovers, etc.“ WaxWrap
We say: This brilliant yet simple solution to plastic wrap should be everywhere, in every home, and if people became familiarized through image and video content of how this works it very well could be. Simple ways to store and cover food at home is the next wave we need to see when replacing single-use bags and plastic wrap.
Winged CBD Gummies
They say: “Winged is the first CBD Product line formulated exclusively for women. The women of today’s world are adapting to new forms that break all molds. New age moms. Nurturing leaders. Powerful entrepreneurs. Community builders. At the end of every day, she belongs to herself and needs the tools to reel it all in. Winged is for the woman who craves the world and harnesses the power of cannabinoids so she can catch her breath, stand up tall, and take flight.” Winged CBD Gummies
We say: On day two of our journey into Natural Products Expo West we came across one of many (many, many, many) companies offering CBD products. There was an overwhelming number of pills, powders, drink mixes, and oils to soothe the endocannabinoid system, but something about Winged drew us in, and we couldn’t be happier. Here is a company by women for women, and we believe we know ourselves best. After chewing just one gummy, we felt at ease even in the midst of one of the largest, busiest expos in the world. They taste good and are made from natural organic ingredients.
GOOD PLANet Foods
They say: ”Good PLANeT Foods Premium Vegan Dairy Free Cheese is an ideal substitute for cheese in your diet. With excellent slicing and melting properties, this range is excellent for sandwiches, wraps, pasta dishes, or salads.”
We say: Hold on to your non-dairy hats, folks. It tasted like cheese! The texture is cheesy; the flavor is excellent. We haven’t had a lot of vegan cheeses to make comparisons, but we liked this one and appreciated the healthy alternative.
Maple Guild
They say: Unlock the Magic of Maple
“The syrup is just the start — discover our innovative line of maple-based products, from our award-winning maple spreads and maple vinegar to our iced teas and infused tree waters.” Maple Guild
We say: Honestly, the first thing to draw us into the booth was the man who saw our name tags and called us over by name. His energy and positive attitude were infectious and stood out from every other exhibitor. We might never have known otherwise, but boy— damn great maple! They process the fresh maple sap with a system they created to avoid masking the flavor. The usual boiling process produces a thick syrup with a heavy molasses flavor. It’s bright and light and delicious. We love their “evolutionary Steam-Crafting™ process to our Tree-to-Table™ approach.”
Waves in the Kitchen | Chef Daniela Gerson
They say: “Welcome to Waves in the Kitchen. Your destination for colorful creativity and outdoor adventure, inspired by a passion for good clean food, surfing, and travel. I’m a private chef & content creator by day and a surfer also by day.”
We say: We loved that she’s obsessed with beets and making food look like colorful art. Chef Gerson’s recipe index is excellent, and she was charming in person. And really— her beet hummus was excellent.
Expo West is over, but the education must go on!
The Natural Products Expo West never ceases to inspire and excite our team every year. At A.R. Marketing House we have the Expo spirit 365 days a year because we’re in non-stop education mode for our partners, it’s the main reason our two founders started this company.
When it comes to exhibitor education at Expo West — there are some missed opportunities after the show. Some of which include:
- Taking the same concepts that were being taught at the booth and incorporating them into a bigger strategy
- Injecting the same excitement from the show into fresh content
- Taking that five minutes exhibitor pitch and create content from it
- Take that complicated explanation of, for example, High-pressure processing (HPP), and develop a year-round educational plan to increase levels of understanding on the topic
How empowering would it be for natural products providers to rise above their inferior counterparts by offering sound education on their zone of genius? What would our store shelves, health, and lives look like with that type of brand commitment?
Connect with us
Ready to get your educational strategy off the ground? We offer DIY starter packages to enterprise level content marketing support. Schedule your educational growth plan call with us info@armarketinghouse.com.