In Part 2 of this week's recap of Expo West, I'm back with Danielle Calabrese, founder of It's All Happening, to take you directly onto the show floor. While Part 1 was about the massive community events, this episode explores the strategic reality for early-stage brands navigating the world's largest natural products trade show.

We're going behind the scenes of what it looks like when emerging brands step into the spotlight for the first time. Using real-time examples from my clients Cotto and Wobble, who sampled their products throughout the week, Danielle and I break down how founders can build genuine awareness and "meaningful buzz" long before they hit retail shelves.

Inside the Episode:

• Insights from the sampling activations for Cotto and Wobble and how early-stage brands can maximize their presence at the show.
• Why the way you share your product matters just as much as the product itself, and how to turn a quick taste into a lasting industry connection.
• A breakdown of the vital discussions happening both on and off the floor with buyers, investors, and fellow founders.
• Practical advice for early-journey founders on how to navigate the overwhelming scale of Expo West without losing sight of your specific goals.
• How to leverage the show's energy to create a foundation for your upcoming retail launch.

I hope these lessons from the floor help you map out your own brand's future. Stay tuned for Part 3!

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