With more than 3,000 exhibitor booths, 510,000 square feet of show floor and tens of thousands of attendees, it takes a dedicated team of professionals with diverse skills to ensure that Natural Products Expo West is an all-around success. Representing education to operations, client services, sales, marketing, design, standards, content and more, these and other New Hopers work behind-the-scenes—for months and sometimes even years in advance of a show—to make sure each expo runs smoothly, and to support New Hope’s mission statement to cultivate a prosperous, high-integrity CPG and retail ecosystem that creates health, joy and justice for all people while regenerating the planet.
This Expo West Show Scoop series highlights some of the many people at New Hope Network who make it all possible.
Here, Content Marketing Manager Jill Fredenburg shares some organizational tips for Expo West and why she loves being a part of New Hope's content team.
In one sentence, tell me about your job at New Hope. I get to interview our clients and communicate their messaging in a way that suits both their primary goals and our audiences’ needs.
How long have you been doing this? I came on in August of 2022, and I can’t believe it’s already been over six months!
What do you love about your job? The content team itself is incredible and working with New Hope more broadly feels like a gift especially after all the intense COVID years. I am lucky to feel connected to my job and coworkers.
What do you wish people knew about what you do? I’ve found it interesting how much work we do to help clients understand their own goals and desires. It’s a fun to explain what all is possible, and I think folks forget how much that’s part of the process for our team.
What are you looking forward to at Expo West? This will be my first Expo West! Seeing all the products live and in-person has deepened my appreciation for our industry, and I love the element of discovery!
What are you concerned about at Expo West? I’m nervous about sustaining energy levels throughout the event. It’s hard to remember to rest in such an exciting environment! I think I got eight miles of walking in last expo in one day, so I expect more of that.
What is the one thing you absolutely must pack to have with you at Expo West? Honestly, my Notion app where I highlight any meetings/events I want to attend with the correct time zone and a section to jot down names and notes!
Favorite Expo shoes? White Allbirds that go with everything and some Doc Martins WITH inserts!
What food/product are you hoping to try at Expo West?) I cannot wait to try all the natural, lactose-free ice cream! I could make that a whole meal.
What are you most proud of about the work you do on Expo West? I am very proud of the efforts our team is taking to introduce the expo speakers well and manage the panels, Q&As, etc.
What does the natural products industry mean to you? A community that keeps updated with the science and has a focus on whole-lifestyle health for everyone.