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, Retail Audience Development Manager Michelle Brych shares her love for retailers and why she believes in the natural products industry.

In one sentence, tell me about your job at New Hope. I am the retail advocate and all-around Natural Products Expo hype person.

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What do you love about your job? I love working with retailers. I come from retail so it definitely has a special place in my heart.

What do you wish people knew about your role? I wish our retail partners knew just how much we genuinely care about them having a great experience at our shows. We are here to support them, make their show great and help them navigate the show as efficiently as possible.

What's the most challenging part of your job? I think the most challenging thing is getting a chance to meet with and connect with everyone before the show.

What’s your favorite thing about Expo West? I just love the industry, the energy and seeing everyone I know. I just feel like we are one big family having a trade show level reunion.

What’s your least favorite thing about Expo West? I never feel like it’s long enough! I start out with dozens of events on my schedule and only get to about half, so sometimes I end up with some serious FOMO.

What’s the one thing you cannot live without at EW? My Hydroflask and Host Defense Mycoshield.

Favorite Expo shoes? Converse Chucks.

Favorite restaurant in Anaheim? If you have a chance to venture out a bit further than Anaheim, Nourish in Costa Mesa and Habana in Irvine are incredible.

What are you most proud of about the work you do on Expo West? In large part my job is about being of service, so if I even just help one person have a great time then it makes me smile.

What does the natural products industry mean to you? Just everything. What we eat and how it’s grown is so important to our health; it’s so special to be with so many people who feel the same way.