Archive for July, 2008

Yesterday I was at the dentist and as the hygienist poked about prodded around my mouth; she started to ask me about what I do for a living. I managed to spit out (literally, spit out…but why hygienists ask you questions when they are prodding around your mouth is a topic for someone else’s blog) that I worked in B-to-B media on a tradeshow team representing the Natural and Organic Products Industry. Recognizing that I couldn’t manage much more of an explanation than that, she replied “WOW!!! You must be busy!” And, yes, I could agree, our team has been very busy over the last couple weeks. 11 weeks to show open!! Here are a couple of the things that we are really excited about this week:

Pamela McCary, our team’s Conference and Event Coordinator just booked a really fun band for the Organic Harvest Festival- Buzz Universe. I have been streaming them online from myspace all morning. They have a cool, eclectic sound. The event is going to be really amazing this year (the location is beautiful) across from the BCEC, in the Seaport World Trade Center with the tabletops, food, drinks, music, dancing and Spirit of Organic Awards ceremony all housed in the Headhouse Concourse, right on the water. I am no salesperson, but this is really a great reason to make sure you get to Boston on Wednesday. It is quite literally, one of the most fun events at Expo East.

This year we are introducing an advanced retailer track to the Wednesday Retailer Workshops and last week we confirmed Chief Operating Officer for Sunflower Markets to speak on Store Expansion. This spring the first Sunflower Market opened here in Boulder, so I think we are all really excited about this particular retailer- there is a sense of familiarity that closely ties with the topic and the representation- the Sunflower here in Boulder is literally housed in an old movie theater! Sort of strange, but a real interesting use of space in a town with stringent building and space regulations, coupled with real demand for natural and organic food (supermarket) choices. I appreciate daily the real-life thought put into the program though, on what might best be relevant and crucial to the retailers attending these sessions. Chris Sherrell has played an integral part in the development of Sunflower’s fundamental strategic systems, including operations, procurement, information technology, merchandising and marketing. Currently, Chris is responsible for leading the rapid growth of Sunflower Markets, with plans to expand (beyond even Boulder) to more than 50 stores within the next three years. As the industry grows and thrives, start-ups are expanding and opening new locations, so it has to be insightful to hear from experts that have been a part of these business plans for years.

That being said, what have you been up to over the past couple weeks? How are you preparing for the show and your trip to Boston in the fall? I would love to hear your thoughts, travel tips, tradeshow tricks or any good stories about Expo experiences you would like to share…

The ‘East Team’ had just wrapped up the production of the Organic Summit (check out these hot blog and radio spots for some perspective on that event: The NBJ Blog, Gristmill Blog, DeliciousLiving Magazine: Blog and public radio) and before I knew it I was on a plane to New York City for the Fancy Food Show. For the past couple of years, our sales team has hosted an East Coast client appreciation reception on the second evening of the show at Candle 79. There are, at the very least, three great things about this event and our participation in the show. The first, of course, is the wonderful food and hospitality served up at what is a fantastic organic, vegetarian and sometimes vegan, restaurant. The seitan chimichurri’s were to die for, even for the non-vegan types, like me. The proprietors Bart Botenza and Joy Pierson are long-time industry spokespeople and well respected nutritionists, respectively and have infused the Upper East Side dining scene with healthful and palate pleasing vegetarian cuisine. The second is the ability to connect with some of our East Coast clients and hear their thoughts about what is going on in our industry (I probably should have exchanged the second for the first but come on, admit it, when you go to a party, you generally make sure your tummy is happy before diving deep into conversation). With the addition to our team a couple years ago, of Mary Beth Catapano, as your East Coast Retail Account Manager—translating, roughly to “the woman with her hand on the pulse of the East Coast Natural and Organic Products Retail Scene—we had the pleasure of hosting several retailers, distributors and brokers at the event as well. So, it’s an eclectic mix of passionate people packed into this charming restaurant in the middle of New York City. What was on their minds? Besides the good food and libations, not surprisingly, the cost of travel into Boston was the number one topic of discussion. Always prepared, I was armed with our latest and greatest retail travel promotion. This clever scheme (if I can give my team a pat on the back here) not only supports the environment, by encouraging local retailers to utilize public transport into the City of Boston, but also provides a little fiscal relief for the retail buyer that you are or that you so want to see visiting your booth in October. What’s the catch? There is no catch….check it out-

Travel Green and Save Green! Qualified buyers, brokers and distributors can ride a regional bus or train to the show and Natural Products Expo East will reimburse you up to $100—just visit the Transportation Desk with your receipt and badge.

Spend up to $50 and Receive a $50 cash card

Spend $50.01 - $74.99 and Receive a $75 cash card

Spend more than $75 and Receive a $100 cash card

AND, I learned something myself from one savvy New Yorker. The BoltBus, is being launched by Greyhound next month. This service will run between Boston and New York City, with fares starting at $1, wireless internet access, and curbside drop-offs in New York. No excuses retailers!!

Still reading? Want to know the third great thing about the Fancy Food Show? Being in the Big Apple! It was the second year our marketing and retail team had staffed a booth- this year we made it into the natural and organic pavilion, a more appropriate placement than our location in the Bulgarian pavilion last year (we really can empathize with sometimes precarious booth placements). There are so many mainstream and gourmet retailers with a growing interest in natural and organic at this event. It’s fun to have the opportunity to encourage them to attend your tradeshow, to talk about the potential to educate themselves and to grow their businesses with natural and organic, and observe the look of surprised satisfaction on their faces when you answer the question, “You mean, Natural Products Expo East is a whole show of products like we see in this little pavilion?” with a resounding, “Yes.”