Emery Morrison, left, with the Poppi Soda marketing team at Expo West. Photo by Fr8qu8ncy.
The week was surreal. Attending the Expo West Natural Products Expo West March 12-16, I was super excited about it, but I had to prepare for four days of networking and engaging conversations.
Interestingly, this year, I didn’t require any additional motivation, I wasn’t going at it alone. As I walked up to the massive “Expo West” sign in front of the fountain, I found myself surrounded by incredible and inspiring women: Dreka Gates, Genesis Bencivenga Sr., Mona Shaikh and Shannon Jancula.
Greeted By Fans with Dreka Gates
It’s Dreka Gates’ first time at the Natural Products Expo West show and she attended to learn, sample great products, experience new brands, and discuss possible partnerships and collaborations. The week was exceptionally demanding, as Expo West was one of her appearances for the week. She also trekked to Sirius XM for interviews with DJ Whookid (50 Cent) and DJ Nina 9 (Hip Hop Nation). She even appeared at the Rolling Loud festival and swung by Kanye West’s Los Angeles performance.
Gates, who owns a farm in Mississippi and health and wellness brand, Dreka, said she was dedicated to discovering new brands and open to developing partnerships with her favorites. Her objective, she shared as we walked the expo floor was to find ways she could amplify conversations on eating and living well.
Discussing her Expo West experience with New Hope at the booth of emerging hot brand, Soultox. After the interview, she continued to make her way through the expo floor. She samples dumplings, sips natural juices, and enjoys a few sweet treats. As we turned a corner and were welcomed by more food and beverage exhibits, a soft “excuse me” was overheard.
“I’m such a fan,” an unidentified man said to Gates nervously as he approached us. “I love you.”
Geeking, he hands me his phone, “for a picture.” he said, trying to find his words.
I took their picture and handed him his phone. Gates smiled. They chatted for a couple of moments and hugged.
“They’re not going to believe me when I tell them I met you,” he said holding on a tad bit tighter to his phone.
After that, more and more exhibitors and attendees recognized and expressed their love and support for Gates and took more pictures with the entrepreneur as she continued to make her way through the Expo.
“Hi, I’m Genesis Bencivenga Sr.”
From Chicago, Genesis Bencivenga Sr., the CEO of Lorenzo’s Frozen Pudding, told me the mission was to push her family’s brand to higher frequencies. It wasn’t just a trip to Expo West. She was coming to meet with Kroger too.
Before landing at LAX, she shipped cold-packed pudding to my doorstep ahead of her presentation. That’s the thing about this pudding, it reminds me of a hip-hop line from Mary J. Blige’s What’s the 411?: “The taste? Divine.”
But it’s Bencivenga Sr.’s savvy frequency of success vibe that steals the show and inspires me. She’s here to put in work. Riding into Expo West on 10 years of overnight success, Bencivenga’s family pudding recipes are authentic southern-style pudding. Later, she rides shotgun and I mash the gas to a radio appearance.
Then fate intervenes, there’s a retail brand owner there too. He’s a retail food sponsor. He met Bencivenga Sr.and while waiting for an interview to start he became enamored with Lorenzo’s Pudding available in his stores, “for his customers” he emphasized too. A deal in the making because she showed up, put the work in, and said, “Hey, I’m Genesis.”
The Time Shannon Jancula Split Herself In Two
Behind the lens, Shannon Jancula shuts it down. As the creative director, photographer, and celebrity project manager, she adeptly juggles. This time, Expo West and her commitments at SXSW alongside platinum artist Gorilla Zoe — a high-stakes balancing act.
Despite the simultaneous occurrence of SXSW and Expo West in the same week, Jancula stepped onto the Expo West campus and walked away securing a television show opportunity for a client. Then she jumped on a red-eye to Austin to do it again while Lil’ Kim echos in the background, “Hustle, hustle, hustle.”
She inspired me in the sense of understanding how to embrace life’s remixes that allow us to step into opportunities because one shows up. That’s Jancula; she showed up. She also worked and found tangible opportunities. The last time I talked to her she was on a flight to Miami, something about models and a festival in Singapore she was gearing up for. She was about to split herself in two, again.
Mona Shaikh: Some To Laugh At
Sometimes, you have to show up with blind faith to create opportunities. Mona Shaikh isn’t a retailer or has a brand to present this year at Expo West. But on March 12, before the show, Shaik, who produces the comedy shows “Web 3 is a Joke” and “Minority Report,” met me at the Marriott Hotel. We had a heartfelt conversation where she expressed she wanted to go to Expo West, but was trying to find a way to connect her comedy shows with something as niche as the natural foods space.
I explained to her that every producer requires sponsorships, brand partners, and supportive friends. I encouraged her to attend Expo West, an event akin to the Super Bowl of brands and opportunities.
Nervously, she got in line for a badge, showed New Hope who she was, expressed her intentions, and was given access to the expo for her notoriety, following, and previous media attention. I watched her as her eyes lit up in awe while she walked the floor. Each step led her to connect with eight potential brand partners for her comedy series. Shaikh was on her Too Short, “getting it.”
If there was anything that I walked away from the experience of Expo West and the women that I attended with, was the importance of showing up. In showing up, I witnessed these women create opportunities for themselves. I had no hand in that either. I was there looking for those opportunities too. But they understood the mission and they took a chance on themselves. That’s what is the most important thing to remember about the experience that is Expo West.
I’d also like to note, that I ran into at least three or four others with the same “show up” mentality. And it’s inspiring.
This story is also featured on Flipboard and News Break. Thanks to Marcus Malone Carlotta Mast Michelle Garske Natural Products Expo Nadya Nataly
