How to Prepare for Expo West 2026: A Complete Guide for Food & Beverage Brands

Átomos Founder Rich Rodriguez-Mahe at Expo West 2025

If you’re heading to Expo West for the first time, congratulations — you’re about to experience the most electric event in the natural products industry. With 65,000+ attendees, 3,000+ exhibitors, and countless opportunities to connect with buyers, investors, and media, it’s the ultimate stage for emerging food and beverage brands to shine.

But let’s be real: Expo West can also be overwhelming. Between booth logistics, sample management, brand storytelling, and post-show follow-up, it’s easy to miss the forest for the (organic, sustainably sourced) trees.

And here’s something many first-time exhibitors don’t realize: Expo West booth approvals are due by January 10 — meaning your planning window closes faster than you think.

That’s why we put together this complete guide — a mix of strategic insights and a practical checklist — so you can show up with confidence, clarity, and a booth that truly reflects your brand.

The Expo West Preparation Checklist

90 Days Out (November–December)

✅ Submit your booth design for approval by January 10.

✅ Confirm your booth space and finalize layout dimensions.

✅ Set clear show goals (leads, buyer meetings, PR visibility, etc.).

✅ Develop your booth concept and creative direction.

✅ Craft your brand story and team talking points.

✅ Start booking meetings with buyers, investors, and media.

✅ Order samples and packaging materials in advance.

✅ Begin teasing your Expo presence on LinkedIn and Instagram.

30 Days Out (January–February)

✅ Finalize booth build, signage, and displays.

✅ Print marketing materials and media kits.

✅ Confirm travel, shipping, and lodging details.

✅ Train your team on brand story, pricing, and key messaging.

✅ Create your lead capture system (QR codes, digital forms).

✅ Plan pre-show social posts and email announcements.

During the Show (March)

✅ Keep your booth clean, energetic, and approachable.

✅ Capture photos and videos for social + post-show content.

✅ Collect leads and jot down quick notes on each contact.

✅ Stay hydrated, eat, and pace your team — it’s a marathon.

✅ Post daily updates or reflections on social media.

After the Show

✅ Send personalized follow-ups within one week.

✅ Review your goals and measure results.

✅ Share key takeaways in a blog or social post.

✅ Repurpose your booth content for ongoing marketing.

(Tip: Save this checklist and revisit it each year — it’ll make future trade shows far smoother.)

1. Understanding What Expo West Really Is

Expo West (short for Natural Products Expo West) is the largest trade show in North America for natural, organic, and better-for-you brands. Hosted annually in Anaheim, California, it brings together retailers, investors, distributors, and media from across the consumer packaged goods (CPG) ecosystem.

For emerging brands, it’s more than a trade show — it’s your moment to:

• Build visibility in a crowded market.

• Network with retailers, investors, and partners.

• Validate your product and packaging through real-time feedback.

• Tell your story face-to-face with the people who can amplify it.

It’s a launchpad for growth — if you prepare intentionally.

2. 90 Days Out: Build Strategy Before Booths

Three months out, focus on strategy, logistics, and brand clarity.

Lock In Booth Approval Early

If you haven’t already, submit your booth approval by January 10 — Expo West requires this deadline for all exhibitor layouts and designs. Missing it can delay setup or affect booth placement.

Once approved, confirm your exact booth number and footprint. That’ll guide everything from your layout flow to your lighting plan.

Define Success

Set 2–3 primary goals and a few secondary ones.

• Primary: secure buyer meetings, build media awareness, collect distributor leads.

• Secondary: test messaging, recruit partners, capture social proof.

Tell a Clear Brand Story

Your story should be simple and emotionally resonant.

• Why does your brand exist?

• What makes your product different?

• How does your mission connect to your consumer’s values?

Your booth design, signage, and team pitch should all echo those points.

Build Pre-Show Buzz

Start promoting your presence early:

• Post teaser content (“We’re bringing something new to #ExpoWest…”)

• Announce your booth number in January.

• Email your retail contacts and investor list.

3. 30 Days Out: Make It Real

This is the time for final details and execution.

Design & Materials

• Finalize booth graphics, flooring, and lighting.

• Print brochures, sell sheets, or postcards with QR codes.

• Label samples clearly with your website or social handle.

Team Prep

• Train staff on brand story, pitch, and FAQs.

• Schedule breaks — burnt-out booth teams are noticeable.

• Assign roles (greeter, sampler, lead collector).

Marketing Momentum

• Share countdown posts and “see you in Anaheim” updates.

• Send a reminder email to your meeting list.

• Coordinate live coverage plans for your brand social accounts.

4. During the Show: Show Up and Shine

Expo West is a sensory overload — but that’s where memorable brands thrive.

Make Your Booth Magnetic

• Use color, scent, and texture to invite curiosity.

• Keep signage simple: who you are, what you make, why it matters.

• Offer quick, high-quality samples (and manage waste carefully).

Capture Leads, Not Just Contacts

Use a digital capture form so you can jot quick notes (“buyer from Sprouts, liked protein bar”). You’ll thank yourself later.

Create Real-Time Content

Post stories, mini-recaps, or “top moments” from each day. It builds momentum and gives you post-show content to repurpose.

5. After the Show: Turn Buzz into Business

Follow Up Within One Week

Don’t let the energy fade. Send thoughtful, specific follow-ups — ideally with a next step (“Let’s set a time to discuss distribution opportunities”).

Evaluate & Debrief

Look back at your goals:

• Did you hit your lead or meeting targets?

• What did visitors respond to most?

• What could you improve next year?

Repurpose Your Content

Turn your Expo experience into:

• A recap blog post

• A “lessons learned” LinkedIn carousel

• Email content for your brand community

6. Final Thoughts

Expo West is both a sprint and a showcase — the brands that win are the ones that plan early, show up with purpose, and follow through strategically.

If you’re feeling the pressure of booth deadlines, design decisions, or storytelling under time constraints, you don’t have to do it alone.
At Atomos, we help emerging food and beverage brands translate their story into clear strategy, creative that connects, and booths that actually drive business.

💡 If you want your Expo West presence — from booth to brand — to feel as intentional as your product, reach out. Let’s make Anaheim count.