With numerous event and business opportunities to consider over the course of the year, companies are more discerning than ever in determining level of event participation. And they need to be, as the number of events multiplies and sector and interest overlap increases (food, beverage, supplements, organics, business, brand and marketing strategy, regulatory, health and nutrition and more).
Over recent weeks the level of interest in New Hope's Nutracon event has risen. The more sceptical of our viewers have watched it change dramatically in recent years in timing, location and attendance, in some cases having difficulty finding a compelling reason to add it to their list of 'must do' events. (Nutracon, running this year from March 6th to 8th, attempts to build a unique bridge between industry business and science issues.)
We asked Rob Lutz, Director of Business Development and Nutracon Show Director about this year's program and the changes and value the show promises. Lutz noted two significant changes, "the addition of SupplyExpo, a four day health ingredient sourcing tradeshow which allows our attendees, without having to travel to another event, to source the ingredients they need to develop their next new product", and added, "the co-location with ExpoWest creates new synergies and networking opportunities for all sides of the industry value chain."
Planning event attendance means understanding the value proposition of the event itself. While it is worthwhile to meet existing and potential clients in a tradeshow environment and the associated networking opportunities, it's usually apparent that show participants have a range of objectives and getting on the same page can be difficult. Lutz notes,
"Nutracon has always delivered: Strategic planning advice for brand managers. Industry intelligence for CEOs, Presidents and VPs. Market trends for research analysts. Cutting-edge science for research teams. Revolutionary ingredients for product developers. This is the information our attendees have relied on to guide product development teams. The combination of accurate market analysis and evidence based science - this is Nutracon - making innovation possible."