Updated: Sep 3, 2021
By Dawn Reiss | Aug 24, 2021 | New Hope Network
SNIPPET: Being able to differentiate a product or brand within the natural products space is more important than ever. Especially for companies attending Natural Products Expo East, which will be held Sept. 22-25 at the Pennsylvania Convention Center in Philadelphia.
“The natural products industry is booming,” said Mike Fata (left), the co-founder of Manitoba Harvest, who has done multiple nine-figure exits as an entrepreneur in the natural food space and now mentors other CPG brands. “There's a lot of entrepreneurs trying to make their mark so you have to stand out.”
Crafting a compelling message on a virtual platform such as Swapcard, Hopin, Hublio and Whova is key to capturing a buyer’s attention.
“Share specific highlights and features that will appeal to retailers’ specific needs,” said Cassandra Rosen, president of CPG marketing agency FK Interactive. “Don’t try to be everything to everyone, but aim for specific targets, and you’ll be more likely to achieve your virtual expo goals."
Although most buyers have access to trend and category data, present your own point of view to explain where opportunities exist, said Greg Fleishman, co-founder and CEO of Foodstirs.
Be succinct. Long-winded, unfocused presentations delivered in more than three pages result in retail buyers tuning out and losing the sale, said Fleishman, a serial entrepreneur, and investor in natural and organic CPG brands.
About Greg Fleishman
I start, nurture, & fund Better-for-You CPG Brands that help make the world healthier as Co-Founder/CEO @foodstirs with Sarah Michelle Gellar | Founder @purelyrighteous, a top venture studio | Co-Founder @uptogoodenergy | Co-Founder @eatunion | Board Director for Lily's Sweets (exited to Hershey’s June 2021), Once Upon a Farm with Jennifer Garner, 4th & Heart Ghee, Nuun Hydration (exited to Nestle June 2021), & Demeter Biodynamic Farming USA | Venture Partner, Springdale Ventures | Operating Partner, Cambridge SPG VC | Operating Partner, Whipstitch Capital Investment Bank + Angel/LP Investor | Ex-Kashi, Kellogg, Coca-Cola | Forbes Top Consumer Catalyst | Visit Fata & Fleishman CPG Mentorship, a free support platform for early-stage entrepreneurs & investors.
About Mike Fata
Mike Fata co-founded Manitoba Harvest Hemp Foods in 1998. From 1998 to 2016, he ran all aspects of the company as Chairman of the Board and CEO. In February 2019 Mike helped guide the strategic sale of Manitoba Harvest to Tilray for $419 million dollars.
Mike is currently Chief Executive Officer of Fata & Associates, Chairman of Fata Family Ventures, Chairman of the Board of Sol Cuisine (VEG.TSXV), and investor/advisor to a portfolio of companies (including Om Mushrooms, Mid Day Squares, Love Good Fats, Good Cap Pharma)