Every startup natural food, beverage or supplement company hopes their Expo West or East experience will yield zillions of orders and instant return on investment. If that happens, sweet! But it might not. And in reality, immediately equaling out the balance sheet is not the reason why new brands should attend these trade shows. David Simnick, cofounder and CEO of SoapBox, explains the myriad not-so-obvious benefits that only an industry event of this magnitude can bring to your natural company.