With Natural Products Expo West just around the corner (March 4-7 in Anaheim, CA) and thousands of attending companies as potential competition, now is the time to set yourself up for success with your expo-specific key messages. Whether you’re exhibiting or walking the floor to network, having clear, compelling talking points in your toolkit will help you make the most of every interaction with buyers, retailers, investors and media.
Why Key Messages Matter
Think of key messages as your company’s essential story distilled into powerful, memorable points. They’re what you want everyone to remember about your brand, whether you have 30 seconds with a buyer on an escalator in-between show floors, or 5 minutes at an event with an editor from Progressive Grocer.
Developing Your Key Messages
Start by answering these fundamental questions:
1. What problem does your product solve?
Your answer should demonstrate real understanding of your target customer’s pain points and how your solution addresses them uniquely.
2. What makes your company different?
Focus on your unique selling proposition. Are you the first, the most sustainable, the most innovative? Do you have proprietary technology or processes? What’s your origin story?
3. Why should retailers care?
Address the business case: your sales track record, profit margins, customer loyalty data, or market growth potential. Include any relevant certifications (organic, non-GMO, B-Corp) that matter to your target retailers.
4. What’s your broader impact?
Just like you, your target customer cares about mission and values. Articulate your environmental practices, social initiatives, and community involvement that sets you apart.
Crafting Effective Messages
Your key messages should be:
– Concise: Each point should be expressible in 1-2 sentences
– Memorable (and memorizable!): Use concrete language and specific examples
– Authentic: Reflect your brand’s voice and values
– Relevant: Address what your audience cares about most
– Provable: Be able to back claims with data, certifications, or testimonials in a follow-up email if necessary
Testing Your Messages
Before the expo, practice delivering your messages in different timeframes:
– 30-second elevator pitch
– 2-minute casual conversation
– 5-minute interview
Record yourself and note whether you’re hitting all key points naturally and convincingly.
Aligning Your Materials
Review all marketing materials to ensure consistency with your key messages:
– Booth graphics and handouts
– Product packaging
– Sales sheets
– Website and social media
– Press materials
– Business cards
Every touchpoint should reinforce your core narrative.
Making the Most of Expo West
At the show:
– Keep your messages top of mind but deliver them conversationally
– Adapt your emphasis based on who you’re talking to (buyers want different details than investors or media)
– Have supporting materials ready that expand on your key points
– If you can, take notes on which messages resonate most with different audiences (to help you prepare for the next show!)
– Be prepared to back up claims with specific examples
After the show:
Use feedback from expo conversations to refine your messages. What questions kept coming up? Which points generated the most interest? What didn’t feel authentic, flow well, or land as expected? This insight will help you strengthen your messaging for future opportunities.
Strong key messages aren’t just for trade shows – they’re the foundation of all your marketing and communications. Invest the time now to get them right, and you’ll see the benefits long after Expo West ends.
Key Messaging Example
Below is a sample set of key messages for a (very fictional!) natural products company that demonstrates these principles in action. Notice how the messages are structured to build credibility while telling a compelling story:
EcoHarvest Snacks Key Messages
Before diving into the actual messages, let’s examine the strategic thinking behind this example. The messaging framework for fictional EcoHarvest Snacks was crafted to demonstrate several best practices in natural products marketing:
1. The messages lead with innovation (regeneratively farmed ancient grains) while addressing a familiar category (crackers) – making the product both interesting and accessible
2. Each claim is specific and measurable: “5,000 acres converted,” “185% year-over-year growth,” “92% repeat purchase rate”
3. The messaging hits key industry hot buttons (regenerative agriculture, sustainable packaging, Fair Trade) while backing them up with concrete actions
4. Different versions of the core message are tailored for various audiences (buyers, media, investors) while maintaining consistency
5. The elevator pitch distills everything down to a compelling 30-second story.
Here’s how this can all come together:
Core Brand Story
EcoHarvest Snacks is revolutionizing the better-for-you snack category by creating the first-ever line of regeneratively farmed ancient grain crackers that support soil health while delivering superior nutrition and authentic global flavors.
Primary Key Messages
1. Product Innovation & Quality
– Our crackers are crafted from a unique blend of regeneratively grown quinoa, amaranth, and teff, sourced directly from our network of certified small-scale farmers
– Each serving delivers 6g of complete protein and 5g of fiber, with only 120 calories
– All products are certified organic, gluten-free, and Non-GMO Project Verified
2. Environmental Impact & Sustainability
– We’ve helped convert 5,000 acres to regenerative agriculture practices since 2022
– Our direct-trade partnerships with farmers in Peru, Ethiopia, and India ensure fair wages while reducing carbon emissions by 40% compared to conventional farming
– 100% plastic-free packaging made from home-compostable materials
3. Market Opportunity & Growth
– Currently in 850 stores including Whole Foods Market (Northeast), Sprouts Farmers Market (National), and leading natural foods independents
– 185% year-over-year growth in same-store sales
– 92% repeat purchase rate among core consumers
– SPINS data shows we’re bringing new customers to the premium cracker category
4. Retail Support & Marketing
– Comprehensive marketing program including in-store demos, social media campaigns, and influencer partnerships
– 45% profit margin for retailers
– Custom display program with proven 3x lift in sales
– Dedicated field marketing team providing store-level support
5. Consumer Education & Mission
– Every package includes a QR code linking to farmer stories and regenerative agriculture education
– 2% of profits support soil health education in farming communities
– Monthly “Regenerative Rockstars” consumer newsletter reaches 50,000 subscribers
Target Audience-Specific Messages
For Buyers:
– High-velocity SKUs averaging 12 turns per month
– Premium positioning supports $5.99 retail price point
– Strong velocities in both natural and conventional channels
– Minimal shelf space required with vertical merchandising options
For Media:
– First-to-market regenerative ancient grain snack brand
– Innovative supply chain model supporting indigenous farming communities
– Founder’s compelling story: Former regenerative agriculture consultant turned CPG entrepreneur
– Third-party verified soil health improvements on partner farms
For Investors:
– Protected IP on proprietary grain processing method
– Scalable supply chain with contracted farming capacity for 300% growth
– Clear path to $50M in revenue by 2026
– Expert leadership team from Annie’s, Kind, and Patagonia Provisions
Elevator Pitch (30 seconds)
“EcoHarvest Snacks is reinventing the premium cracker category with the first line of regeneratively farmed ancient grain crackers. Our products deliver superior nutrition and global flavors while helping support the planet through sustainable agriculture. We’re currently in 850 stores with 185% year-over-year growth, proving that consumers want snacks that taste good and do good.”
If you’d like help crafting your key messages; pitching your company, products and team to media and influencers; or PR support at Expo West itself, please don’t hesitate to reach out to see how we can help you get the most out of your Expo West experience. ROOT Founder Kuvy Ax has been attending New Hope expos for almost 20 years, managing the media, speaking, emceeing the Pitch Slam, and coordinating media events for clients. We’d love to hear from you!
