ORGANIZERS CUSTOMIZE NATURAL PRODUCTS EXPO WEST

BARBARA MURRAY

BOULDER, Colo. -- Producers of Natural Products Expo West, the natural products industry's largest trade show, are working closely with a number of chain grocers, both natural and mainstream, to customize buying for the show.

"We will put together programs that include priority hotel reservation access to the official show hotel with co-hosted sponsorships at the show," said Susan Beninati, vice president, corporate communications, for New Hope Natural Media here, a division of Penton Media, Cleveland, Ohio.

New Hope can customize seminars to educate the retailer's staff on the latest trends and specific categories, provide event support for meetings and act as a pre-show, appointment-setting service with exhibitors.

The 22nd annual Natural Products Expo West, being held in Anaheim, Calif., March 8 to 10, 2002, will have 2,400 exhibit booths, and expects 30,000 attendees. This year, the exhibit floor will be organized into seven product categories with 12 separate pavilions, all color-coded. Distinct color schemes will connect draperies and carpeting in each area to the show signage and map.

"We think we've come up with a fairly easy solution for buyers with limited time on the show floor," said Kay Gazaway, vice president, trade shows, for New Hope Natural Media. "Buyers can now target specific pavilions within the larger show and zero in on just the products they need," she said.

Some categories have specific pavilions located within; for example, the pet products section is inside of Natural Living. The food show includes the specialty foods, organic and vegetarian pavilions, and an organic beer and wine garden. The supplier category includes raw materials, and the store supplies and equipment pavilions.

In addition, the food, Natural Living and personal care areas will feature plazas, special stages set up right on the show floor for presentations, tastings, product launches and other special demonstrations.

Expo West's 40-seminar education program begins March 7 and runs throughout the show. Keynote speaker Ken Schmidt, former director of communications for the Harley-Davidson motorcycle company, will speak on "The Rise, Fall and Rise of Harley-Davidson."