More than 1,300 exhibitors in the food & beverage, nutriceutical, and cosmeceutical industries shared product and service innovations at the SupplySide West trade show in Las Vegas. Exhibitor booths were filled with content that appeared mostly in traditional print form. The messages were targeted around several themes that reflect industry trends.
Custom Solutions
Whether a contract manufacturer, product developer or packager, supplier-solutions were front and center in the product literature. Aroma, color and flavor can all be customized. New technologies are contemporizing the pill and many processes. Supplements with custom formulations, hybrid packaging, and climate controlled transportation are all available to get products to market.
Content in Small Places
Lots of information is being given in small spaces including on mobile devices, labels and business cards with QR codes.
Sustainability & Green Product
Socially responsible companies are emphasizing the lengths they go to to protect the environment and the sources of their products. For example, companies supplying honey want to protect bees. Words used go beyond organic and natural to include how the ingredients were grown, harvested, and processed.
Traceability
Traceability is an opportunity for companies to prepare content that informs on where their products come from. A QR code from Lays Potato Chips explains where their potatoes are grown. BASF, a chemical company, has developed software that can navigate complex supply chains. They introduced their “SET” Sustainability, Eco-efficiency and Traceability program at the show.
Globalization
Companies from all over the world were represented and their messages showed it is a small world after all. Headquarters and group offices span continents. Ingredia Nutritional is an example with offices located in France, Ohio and Singapore. Supply chains seem to have few borders as well.
Products Span Generations
It is not just Baby Boomers who are concerned about healthy aging. Consumer surveys show that like Boomers, Generations Y and X as well as seniors are all concerned about memory and cognition and how stress affects their health. Other concerns include controlling weight, cardiovascular health, and energy/vitality.
Scientific Proof
Scientists are working to find benefits and ensure product efficacy. The number of PhD staff credentials is lending credibility. Results obtained from in-house and independent studies may be peer reviewed by authorities at respected professional journals and published lending credibility to company claims and science supported brands.
Event Content
Organizers of the SupplySide West show supported the information needs of attendees through a website, blog, community forum and phone app. The Show Guide to exhibitors was categorized alphabetically by company name, by booth number, and industry making it easy to find whoever or whatever attendees were looking for. A Twitter hashtag was created for the event as well, though few companies/speakers seemed to include social media references in their content. Content shown via slideshows is being shared with those who registered to attend the education sessions.
Industry trade shows are a great way to connect with insiders as well as potential customers. Does your company content position you as a trend-setter and industry leader? Is your content trade show ready?
