The recent outbreak of Coronavirus has been turning our worlds upside down. For me, personally, it really took a toll for the first time when the announcement was made that Natural Products West 2020 was POSTPONED! This is legit, my favorite food event of the year. I’ve been to my share of food events. This is one of the biggest and most exciting ones. We are talking over 3,000 exhibitors and over 85,000 in attendance! It’s the event that I look forward to the most every year.
We’ve been receiving regular updates about the outbreak and how the show was going to still continue as scheduled, with side notes about all the extra precautions to take. And then, BAM! Exactly one day before the start date of the show, the announcement was made that Natural Products Expo 2020 was officially postponed, right after so many people had just landed or had spent so much time setting up their booths. I really felt for the people that had traveled far just to make it to the show, only to learn that the show wasn’t happening. For an event as huge, I understand that it takes an average of 12 to 24 months to plan and prepare for, not to mention all the money that would go into it! There has been a $5 million fund set up to support those affected. New date is to be announced in mid-April and they’re aiming for it to happen before summer.
I’m sure the decision wasn’t an easy one to make. No matter what was decided, there were going to be pretty pissed off people. Major brands started pulling out left and right. Exhibitors from countries where the outbreak is at a scary level (China, S. Korea, Italy, and Iran) were asked not to come this year. Attendees were also starting to drop out. For some, it was about their health being at risk. With others, their reasoning was heavily influenced by the major players pulling out.
This is an event that focuses on health and healthy living. Many would argue that to proceed with the show at the risk of jeopardizing the health of many would not be the right move. The attendance rate was expected to be dropped to as much as 60% of previous years. Still, for others, the show must go on. Some saw the outbreak craziness as “media hype”. They went about their usual business and looked forward to the show. Others chose to attend because of the “no refund” policy. And I’m sure there were many stuck in the middle but in the end, ended up deciding to attend for the sake of all the time, money, and effort already put in. So just imagine getting the announcement Monday evening, with the start date being Tuesday! Pissed off people in the nearby areas were left scrambling and not knowing WTF to do. Some flew back home upon hearing the news. Some remained in the area, shocked and pissed off. I hear that some were able to get refunds from airlines and hotels with no problem. Others were not so lucky and are still continuing to fight.
I’ve been attending #expowest as a blogger since 2018. This was going to be the first year attending under “food service” category, representing my new baking business. So I was excited about the new experience and connections I was going to make going as a new business owner. In business, there are always going to be risks for losses, but as we’ve seen, this loss was HUGE for many. It was my first firsthand look at how the unexpected can take a whirlwind toll on a business. I’m a local and did not suffer any losses (other than the attendance fee that I am expecting to roll over to the rescheduled date). Through the crazy shit show, however, some folks were looking at the silver lining. They started pulling together and creatively turning this thing around to make light of it.
Folks started organizing their own little mini conventions and parties. Here are some that I came across. #expowest2020
Vivolife hosted a networking party. Being a fresh newbie in the business, I saw this as an opportunity (and the post advertised that there would be vegan food served…..and where there is food, I’ll follow, so that was another enticer). From the post alone, I had no idea what to expect. Was it going to be what I was envisioning, as a mini convention where booths were set up? Was it going to be a party vibe? I had no idea. But that mention of “vegan food” being there made me think, hey, I make vegan treats…..maybe the crowd would be those that’d appreciate what I offer. I was thinking about EXPOSURE all while doing my small part to contribute to an organization that I love and support, sharing a little something with my fellow #expowest refugees. And plus, cookies always help at least a little bit in helping make people feel better. So I contacted the organizer and talked to her about my idea. She welcomed it and told me that it was going to be more of a potluck vibe than anything, about 20 to 60 people expected throughout the day. It seemed like a small but decent amount and not major enough to be overwhelming. I scrambled to get my stuff together last minute to bring the next day.
I decided to showcase my tahini items, – (all vegan) tahini chocolate chip cookies, tahini banana bread, and flourless (gluten-free) tahini brownies. I walked into a house and what appeared to be a house party vibe. I feel a bit weird in these kinds of situations, walking into somebody’s home, not really knowing anybody. But I was quickly greeted by a couple of folks and told them who I was and about what I brought. I set my items on the table (along with some business cards) full of the potluck items. I noticed a couple of other items being showcased (coffee and some CBD products), to the side, away from the potluck food. That got me thinking that maybe placing my items on the table made it blend it too much with the potluck food rather than standing out as a business being showcased. Oh well, I didn’t see where else to put it.
I wasn’t able to stay long but felt good about leaving my products there to share. Moments later, I get a message from Alida from Eat Glow Rise, one of the people I’ve been connecting with. She asked me if I’m there and that she was munching on my “amazing cookies”. That comment made my day! I later heard many great comments, which made my short visit feel even more worthwhile.
These #expowestrefugee events happened so last minute since the postponement, leaving limited time to put together everything on the fly, but an even bigger and better planned out one was planned for the Friday night of that week. The organizers worked so hard in making it happen. The event was hosted by Elixcure and this time, there was opportunity for brands to set up booths and showcase their stuff. I was curious to know the details. I was interested in taking part, but I figured, most of these vendors were probably ones that were actually going to be exhibiting at the show, with beautiful setups and curated marketing material. I had nothing. I’ve never exhibited anything anywhere yet. To scramble to get everything together last minute would take time and money that I was unprepared for. Plus, I had my other job that I was busy with.
I expressed my concerns to Alida and she encouraged me with THIS message. She convinced me in not missing out lol.
I hurriedly scrambled to get my stuff together. On the fly, I baked my brownies and my cookies, the same items I showcased the previous day. I didn’t have time for the banana bread. Plus, I don’t even know where they’d sell black or overly spotty bananas. It’s something I’d have to look into. The plan thus far was to buy bananas, let them ripe until black or close to it, and then use when ready and freeze the rest. I didn’t know what to do in this situation, so last minute.
I scrambled to think what would be the best presentation style using what I had. I had bags and boxes…. I was serving sample sizes of my items and individually bagging them seemed awkward. The boxes seemed to be a better option (like the previous day). But then I remembered having aluminum pans. In the end, everything fit perfectly. I just needed tongs and chalk, so I went on a run to quickly pick those up.
The logistics got a little challenging. Alida was stuck in traffic from San Diego (hustling in helping other refugees make most of this event), on her way to Orange County and was going to be back at a later time. I had to be at work at a certain time and she didn’t know if she’d make it in time. In the end, she came up with a plan for her mother to pick up the items from me at my work. We were making things happen!
I understand this event hosted about 100ish people, – brands showcasing their stuff, folks that wanted to make connections, and influencers to whom #expowest is a huge deal to.
I wasn’t able to physically be there in person, but I’m so happy that my items and brand got to be represented and showcased. I was even happier with the feedback I received at the end of the night!
As sad as I was about the situation, if the unfortunate circumstances didn’t happen, I wouldn’t have made the connections I did or have been able to get my little time to shine a tad bit. As a new and inexperienced business owner, I was just happy to be able to have this little practice run at showcasing my goods…..and even happier that it went well.
Another fellow refugee, Riser Design (they work with a lot of food brands in helping them with design work that best represent what they’re about), sent me this link, “a consolidated list of people/companies providing support to Expo West exhibitors”. Love this!
Allison Ball of Food Biz Wiz started #expovirtualpitch , giving brands the chance that they missed to make their pitch, virtually. It’s an ongoing thread that many are appreciating. I love this concept!
Next Gen Chef started a forum for #expowest refugees to connect, vent, and keep posted.
See you all soon at the newly scheduled date (whenever that’ll be)!