Forget hot girl summer. For food and beverage brands, it's Fancy Food Summer.
More than 2,200 domestic and international companies across 40+ specialty food and beverage categories exhibited at the 67th Summer Fancy Food Show, June 25-27, at the Jacob Javits Center in New York City.
Approximately 15% of the exhibiting companies were women-founded, and diversity was a focus of the Show.
We were on the scene, and below are some of our takeaways, including experiences from exhibiting women founders. Whether you are considering participating in a future Fancy Food Show or deciding to exhibit at another event, these tips are evergreen. Additionally, check out "Trade Show Trigonometry – How to Measure Event Participation" for more information on the benefits of showcasing your brand at an expo.
Bring Members of Your Village – Nubian Simmons, founder of The Pink Bakery, brought her mom to help manage her booth, while Jessica Kwong, founder of Jack & Friends, had her dad show off her plant-based jerky when she went to check out other companies. If your booth payment allows for more than one person, take advantage of it. It will enable you to grab something to eat, check out other brands, use the restroom, or step away.
Have Samples and Know Where to Get Extra Products – You never want to run out of food at a party or samples at a product expo. Ashley Nickelsen, the founder of San Francisco-based BTRNation, ran out of her chocolate truffles after the first day. However, she knew her products were available at a local retail store and went there after to restock.
Utilize Your Connections – Trade shows are expensive for brands. If you have investors/and or are part of an accelerator or incubator, see if they are already participating in the event. Amie Kesler, the founder of Carolyn's Krisps, attended under the Hatchery's wing, and Lei Nichols, the founder of Wise Mouth Tea, was part of Commonwealth Kitchen Boston's area.
Find Creative Ways to Highlight Your Brand – Fancy Food Show and other well-known tradeshows can be overwhelming for attendees and exhibitors. How to stand out among the thousands of other brands also showcasing? Take advantage of promotional opportunities. For example, Fancy Food had a designated media room where specific products were displayed with information sheets (including their booth number). Check with event organizers about the best ways to maximize visibility.
Make News – The Farmer Foodie, founded by Alison Elliott, teased a rebrand and new product launch on social media weeks before Fancy Food. She officially introduced her second cashew parm product on the first day and followed up with food demonstrations and a press release at the Show.
Attend First, Exhibit Later – Sometimes, getting a lay of the land before deciding to exhibit is beneficial. Some ways to gain entry are assisting another entrepreneur, attending independently, or volunteering with the presenting organization. While this was Kwong's first time as a founder, she had previously participated in the Show with her college.
Conserve Your Energy – Most shows are multiple days and can be physically and mentally exhausting. Don't be afraid to sit, especially during the lull moments. Bring snacks, and make sure to stay hydrated.
Make People Come to You – These events are crowded, and it can be challenging to stand out. Take advantage of any opportunity to share your brand with a broad audience. For example, Lee Hedgmon, founder of The Barreled Bee, took advantage of Fancy Food's The New Now Next Pitch Stage, an open-mic style area where emerging brands practiced pitching their product live. After her presentation, multiple attendees approached her booth for more information.
Maximize Every Minute – Check out the attendees' list beforehand and contact anyone you've tried connecting with. Invite them to visit your booth or schedule time to catch up after the Show, especially if you are based in another city. Additionally, if traveling to the event from outside your home location, schedule retail store visits, business meetings, and networking opportunities.
Additionally, we want to shout out Priya Mulvihill, founder of You Again, who exhibited at the Show while 34 weeks pregnant. Her tips for participating in a trade show while expecting – "drink lots of water, eat meals, and position your booth near the restroom."
Whether it's Fancy Food Show, Expo West, or another trade show, sometimes it takes a while to see the fruits of your labor. You might not get immediate results, but the experience might grow into something in the future.
"Trade shows are where you build and reinforce connections. For BTR Nation, we saw buyers we met at Expo West, and now they are super excited to get started," Ashley said. "So it's all about planting the seed and following up."
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