Selecting the right trade show for your business requires careful consideration. Not every event will be the right fit at every stage of growth, and attending requires a significant investment of time, money, and energy.
The key is determining which trade show aligns with your brand’s current needs and whether you are prepared to meet the expectations of buyers in terms of sales volume and packaging.
Attending a trade show is most beneficial when:
- Your ideal buyers are present and you have chance for sales today or tomorrow
- You are in the phase of growth to serve those buyers at the show (not the same thing as point 1)
- Your business is positioned to make a strong impression (aka retail ready appearance in terms of packaging and sales materials for the buyer walking that show)
- You want resources outside of sales like: meeting your peers, finding new vendors or solutions for your own brand, meeting with distributors or sales brokers so you can renew relationships with people who represent you.
- You want to show off in your industry and be known as an up-and-coming brand
Below is an analysis of some of the top trade shows for consumer product brands, along with their unique benefits and considerations to help you make an informed decision.
ECRM
ECRM Sessions connect retail and foodservice buyers and brands in more than 90 category-specific, private, pre-scheduled in-person meetings — think of a speed-dating format on steroids.
It’s a unique format that differs from a typical expo or conference, and is designed to ensure that the right buyers are connected with those brands that best meet their category needs and objectives by providing tons of opportunities for quality facetime together. The number of 10- or 20-minute meetings for each brand can range anywhere from 20 to 50+, depending on the category.
In addition, there are tons of opportunities for networking and building relationships outside of these scheduled meetings, such as during meals – which are held on location – as well as cocktail receptions, live entertainment and offsite dinners at some pretty cool places!
Emily’s take: I have represented brands at several ECRM Sessions and they are amazing in terms of ROI with regards to buyer facetime, and each brand secured deals from these meetings — one of them even landed national distribution across a major retail chain!
Everything is included in the registration price: your meeting space, sleeping room, meals and entertainment.
The buyers are brought to you, so there is no elaborate booth or marketing required, and brands know which buyers they are meeting with in advance so they can fully prepare for their meetings. They give you that data in a “dating packet” available digitally before the event.
I also find it weirdly easy to make friends there – with fellow sellers but also buyers because they have parties at the end of every day. The ECRM team is extremely friendly and down to earth so we always have a ton of fun, too!
Fancy Food Show – Winter & Summer
The Fancy Food Show is a premier event showcasing specialty and ethnic food products, gourmet gifts, condiments, and spices. Attendees can explore thousands of products, sample new foods, and connect with industry professionals. The event also features educational seminars, workshops, and networking opportunities with chefs and restaurateurs.
Emily’s Take:I love this one! I have attended it EVERY year since I entered the industry (over 15 years!). Why? Big traditional buyers walk this show. It’s a strong event with great energy.
Its focus is unique and high-value food items which includes tons of international imports – think of the best chocolates, olive oils, pasta, sardines and sauces. But they also have American brands – think of the most famous brands of jams, cookies, cocktail mixers, ice creams and candy… they will be there.
That said, the East Coast version (in New York) is usually the largest attended. Their West Coast version in Las Vegas (formally San Francisco) hasn’t quite regained the same crowd but keep an eye on it—grows in popularity every year
Natural Products Expo – West & East
Organized by New Hope Network, this is one of the largest trade shows for natural, organic, and health-focused products. It’s VERY fun (the morning yoga and afternoon meditations should indicate the vibe to expect).
But even though BETTER FOR YOU is their focus it’s shocking how much money from large investors and brands are poured into promoting the next emerging brand here. That’s because investors walk the aisles looking for the next brand they could scale and VC’s promote their newest “healthy” acquisition. Since it’s located in Anaheim (driving distance from Hollywood and Media conglomerates) and the show is packed and lots of news organizations covering the newest products being shown.
There are over 3,500 exhibitors present innovations in natural beauty, supplements, snacks, and beverages. The event offers networking opportunities, new product launches, and valuable industry insights – and a chance to be seen or interviewed by the industry.
Emily’s Take:Love this show – it’s fun, energetic, and full of good vibes. A great place to be seen if you’re trying to take the world by storm and get investors.
There are lots of buyers but TONS of non-buyers wanting samples or looking to write articles or feature a brand. If you need buyers it may not be an efficient use of money if you’re small You will give away tons of samples and unless you invite a buyer to see you there you could go all day without a saleable conversation.
If you’re bigger you will certainly be able to invite your existing relationships to see you and have forward moving conversations. But the biggest success happens for the largest brands who want to be seen leading in the industry by the news outlets and other buyers who know who they are.
It’s also a great place to meet emerging brands and connect with other like-minded professionals who are just as passionate about health and wellness.
Disagree? I’d love for your feedback!
Sweets & Snacks Expo
As the largest confectionery and snack trade show in North America,this event hosts over 800 exhibitors presenting the latest products and innovations. Attendees can explore new snacks, network with industry professionals, and participate in product tastings and interactive activities.
Emily’s Take: I LOVE THIS ONE! Very niche and exclusive (you can’t get in unless you’re a member). Plus the energy is very fun because well… candy and snacks are fun brands! Category buyers for this aisle walk this show which is nice and clear.
But it also means your competitors (and that includes the BIGGEST brands) will see what you’re up to and you’ll get to meet them. If you’re trying to grow incognito because you’re small, I would skip it until you’re larger and able to sell to the big time retailers. That’s when this show is really worth the money.
If you want to meet others in your category, it’s a must.
National Restaurant Association Show
This is the largest annual event for restaurant, food service, and hospitality professionals. With over 1,800 exhibitors, the show offers access to the latest tools, technology, and services. The event includes keynote speakers, culinary demonstrations, educational sessions, and networking opportunities.
Emily’s Take:Look… serving food is a challenge and this is perfect for people IN THIS industry looking for techniques, education resources, tools, new vendors and trends. I think this show is the best for finding NEW things you need to refresh and upgrade things in your business. Need new equipment? Looking for compostable take-a-way plates? This show is where you should go.
Nourished Festival Gluten and Allergen-Free
This trade show is dedicated to gluten- and allergen-free products, showcasing everything from food and beverages to wellness products and kitchenware. Attendees can participate in interactive classes, presentations, and networking opportunities with industry leaders.
Retail Confectioners International
RCI is the premier trade organization for confectioners and chocolate makers. Their event includes hands-on workshops, product showcases, and educational seminars. Exhibitors present the latest innovations in confectionery, baking, and chocolate-making.
Emily’s Take:This group is an industry specific source of education on running a candy business. It touches my heart seeing the sincere confectioners who attend for education on running this boutique industry. Large candy brands also sponsor and participate in this industry group. I find their focus to be mostly on HOW to run the business and less about meeting retailers. BUT you can learn a lot from your peers – about packaging and selling for retail. If you’re in confection – check them out!
Summer BevNET Live
BevNET Live brings together beverage industry professionals, brand owners, and investors. The event features educational sessions on trends and best practices, as well as an expo where attendees can sample new beverage products and connect with industry leaders.
They host two events each year—one in the summer and another in December—so there are multiple opportunities to attend depending on your schedule and goals.
Emily’s Take:EDUCATION! This is a great show to learn, network and meet people who can help you scale your new brand. I don’t find this the best places to meet retail buyers but the momentum from meeting a new vendor or hearing the best strategies could be what you need to sell more efficiently. So go – if you want new beverage friends, education and tips.
Groceryshop
Groceryshop focuses on the latest innovations in the grocery industry, offering educational sessions, networking opportunities, and product demonstrations. Retailers, suppliers, and food service professionals attend to discover new trends and technologies shaping the grocery sector.
Emily’s Take:This show works if you OWN a retail store and is ALL about education or paid tools to help you be more efficient. I think it’s helpful for the smaller retail and grocery stores. I find it filled with helpful people willing to share information and encourage your success. Not a place to meet buyers or sell to.
NACS Conference
The National Association for Convenience Stores (NACS) Conference is designed for convenience store owners and operators. The event includes keynote speakers, workshops, and networking opportunities covering topics like food service, technology, and store design.
Emily’s Take:For such a cool category, I find this show VERY boring but also it’s not crowded with “non-buyers.” That means INDUSTRY people only attend and INDUSTRY buyers too.
You wont find Whole Foods or Kroger because convenience is a different business model – smaller grab and go packaging and case packs are required. But you will find sleeper massive buyers and distributors no one has ever heard of that secretly supply snacking vending machines, mom and pop drug stores and convenience stores across the USA.
These humans give us something to look forward to when we work late at night and need a sugar fix – and for that reason if you want “in” to a powerful distribution network you should go!
PLMA’s Annual Private Label Trade Show
This event is one of the largest gatherings for private label industry professionals. Attendees can explore new products and services, network with key players, and learn about the latest trends in private label branding and merchandising.
Emily’s Take: It’s hard to get into this one UNLESS you are a member of the industry and pay a high fee but that makes it ideal if this is your primary industry. But if you are a contract manufacturer you shouldn’t miss this each year. Buyers who do PRIVATE LABEL only – always go to this one. Plus since it’s hard to get into and NOT promoting brands you dont get the” looky loos” and random consumers who sneak in JUST to get free samples. It’s really just for the industry.
I would also say it’s one of the most business professional (and boring shows for that reason!) There arent brand funded parties as you walk out or crazy bright colored give-a-ways or costumed characters from brands walking the aisles.
NOSH Live
NOSH Livebrings together food and beverage professionals to discuss industry trends, innovative ideas, and strategies for success. The event includes keynote speeches, panel discussions, and networking opportunities with leading brand representatives and investors.
Emily’s Take:This is youthful and fun for emerging brands. It’s full of savvy, super cool startups—great energy and fresh innovation. I find their focus to be education and they do a GREAT job getting impressive speakers (buyers of Whole Foods, VCs and Investors, Unicorn Founders). If you meet a buyer here – it would be in a “ask them questions” format rather than “sell them stuff.”
That could be ideal if you’re starting out and not sure how to get retail ready. Meeting a buyer in this informal environment removes the requirement for you to be perfect and it makes it easier to chat with them in the future when you ARE retail ready.
Which do I choose?
Trade shows are more than just an opportunity to showcase products—they are a gateway to expanding your network, learning from industry leaders, and positioning your brand for success.
The key to getting you money’s worth is choosing the ones that align with your business goals (the category you sell in and the buyer type walking the show), phase of growth (you must be ready to deliver to the people you meet that year) and being retail ready (having the right packaging and pricing figured out so you make sense to the buyers). There are other benefits you get – meeting your peers, being seen in the industry by influencers and news outlets, meeting your future private equity investor or finding your own suppliers or education needed at the show.
Ask yourself: Are you ready to take advantage of these opportunities? If so, pick quality over quantity so you really take advantage of the things you get from the show. They are all ripe with opportunity, if you’re ready to take hold of it.
These trade shows could be the stepping stone to elevating your business to the next level!
Disagree? Want me to add some? Send over your opinions and suggestions and we’ll add more to the blog overtime.
