The recent launch of Newtopia Now, a new trade show designed to replace the Natural Products Expo East, has captivated the natural products industry. Held from August 25-28 in Denver, this event aims to foster stronger connections between retail buyers and emerging brands, promoting a more intimate interaction that is often lacking in larger trade shows. By creating categorized “neighborhoods” such as Glow (beauty and lifestyle), Regenerate (sustainability), Represent (diversity), and Thrive (health and wellness), Newtopia Now provided a diverse platform tailored to meet the unique needs of up-and-coming brands.
One of the most impactful aspects of the show was its emphasis on educational panels featuring executives from top grocers like Whole Foods Market, Sprouts Farmers Market, PCC Community Markets, Bristol Farms, and the online-only Thrive Market. These discussions offered invaluable insights into what these retailers look for when selecting new products. Understanding the expectations of these major players can enable emerging brands to position themselves effectively. Key takeaways included the importance of eco-friendliness, ethical sourcing, and approved ingredients, as well as crafting a compelling brand story, establishing clear business goals, and presenting a proactive marketing strategy through social media and in-store demonstrations.
The innovation of Newtopia Now extended beyond traditional presentations. A session, moderated by Daniel Scharf from Startup CPG, allowed emerging brands to deliver brief product pitches. These quick-fire presentations initially started at 15 seconds, but the time limit tightened to a mere 10 seconds as the session progressed. The high-pressure environment created an exciting atmosphere, yet the enthusiasm of the audience was palpable; applause erupted for those brave enough to take the stage, with Whole Foods executives demonstrating a welcoming approach.
The event also featured the Earth Fare Mic Drop Olympics—a unique competition designed to highlight brand virtues in a fun and engaging manner. Here, aspiring brands participated in a lighthearted rap battle, creatively promoting their products. The judging panel rated the contestants numerically, and ultimately, three finalists showcased their talent in a jump rope challenge to determine the winner. This blend of competition and community made it clear that Newtopia Now is not just about business; it is also about fostering relationships and building support networks.
Beyond the fast-paced pitches and competitions, the trade show offered various booths serving product samples, quiet spaces for making “conscious connections,” cooking demonstrations, and information about investment opportunities. Events like the “Stoop Talks” provided business owners with a platform to discuss their brand benefits casually. All of these features contributed to creating an environment where networking could thrive both on-site and at off-site events, perhaps setting a precedent for how trade shows can effectively combine fun, insight, and business acumen.
For brands and retail buyers alike, the essence of Newtopia Now lies in the supportive environment it aims to create. The intention is not only to facilitate product placement but to build relationships that advance the natural products community as a whole.
As Newtopia Now moves forward, its future iterations will be closely watched for how it continues to innovate and shape the way retail buyers and brands collaborate. Companies are encouraged to participate and engage actively in this evolving landscape, as they can benefit significantly from the connections made and the insights gained.
The success of Newtopia Now exemplifies the industry’s readiness for a fresh approach to trade shows, where fun, connection, and education are at the forefront.
