Seventh Generation recently hosted three bloggers as our special guests at Natural Products Expo West, the largest trade show in our industry. We thoroughly enjoyed getting to know Lynn Miller of Organic Mania, Diane MacEachern of Big Green Purse and Caryn Bailey of Rockin' Mama and we think you will too as you read their reflections on our blog.
I thought the gals from Mom Made Foods had made up the funny "Expo West Virgin" joke until I read this Elephant Journal post from another "Expo West virgin."
It's an insider's joke at ExpoWest, the largest and oldest trade show and convention dedicated to the Natural Products Industry.
As this tweet attests, I was expecting a show more akin to GreenFest than a traditional CPG (Consumer Products Good) show.
At one time, according to the folks at Seventh Generation, Expo West was just a big room with a gathering of Birkenstock-clad, tie dye shirt wearing hippies.
But no more.
Now a bunch of "suits" dash through the halls, their eyes firmly fixed on their Crackberries and iPhones.
Costumed characters stroll about, and the front of the convention center is filled with tasting booths.
Bottles of USDA-organic certified water with fou-fou ingredients compete against boxes of processed junk food (excuse me, meant to say "all natural high energy snacks") for the throngs' attention.
I was wishing my friend Diane MacEachern of Big Green Purse was next to me when I saw the herbal infused organic water (USDA Organic, of course). Diane calls stuff like that "Food Porn." And if you don't understand what I'm talking about, you need to see the movie Tapped, which exposes the ecological damage and unfair business practices of the bottled water industry.
I saw Tapped at GreenFest.
ExpoWest is no GreenFest.
What I saw at ExpoWest simply reflects the realities of the natural and organic sectors. It reminded me of this chart made semi-famous in natural and organic marketing and foodie circles. In it, Professor Philip H. Howard shows the consolidation of the "organic processing industry" through buy-outs of small firms by large corporations.
Those Birkenstock hippies? They've been acquired. Corporate marketing is now running the show at ExpoWest.
But all is not lost. It was possible to escape the craziness of "Organic Kid Marketing" and Food Porn. The old soul of ExpoWest resides in its sessions, tucked away on the (relatively) quieter second floor of the convention center. It is there that pioneers in sustainable business (like Seventh Generation's own Jeffrey Hollender), leaders in the natural health movement (like Dr. Greene and Dr. Bob Sears), and global warming activists like Bill McKibbon delivered inspiring, informative talks about topics of deep concern to sustainable brand leaders and health activists. It was there that people like a student of naturopathy, a natural health coach, a young mother, and others all stood up to ask thought provoking questions of these experts.
Unfortunately, unlike GreenFest, where the conference sessions were standing-room-only, the conference sessions at ExpoWest were nearly half-empty. And I don't think it's for lack of interest on the part of the attendees and the exhibitors, many of whom are probably mourning the loss of their Birkenstock clad brethren.
The conference organizers simply didn't do much to promote the excellent sessions. It was only by accident that I discovered Bill McKibbon was speaking. And unbelievably, while the room was full, there were still plenty of seats available (despite the shy people standing in the back!)
But next year at Expo West? Look out…I wouldn't be surprised if you see new "natural" products like this recyclable grill, complete with its NASCAR spokesperson.
