The overall theme is green and the message is healthy. The Web site for 2008 Natural Products Expo West tells you natural products are “good for you, good for business, good for everyone.” That message has been unintentionally reinforced by negative news about imported products and domestic products as well. Who would’ve thought Americans would get to a point where we have second thoughts about ordering a traditional burger and we worry about that bottle of antibiotics that were likely produced in another country? Some days I want to ask myself is there anything out there (including water) that won’t kill me? More than 47,000 people and 1800 exhibitors are coming together for the expo this weekend at the Anaheim Convention Center in California.

Even if you can’t attend, there are lots of links on the Website. I had fun this morning checking out products that sound pretty tasty, including Barbara’s Bakery Jalapeno Cheese Puffs and roasted Hoodia beans from Gano Coffee. Those are just a couple I picked at random. Quite a few of the exhibitors don’t list their Website URL on the expo exhibitors’ pages—definite waste of resources to not take that opportunity.

This industry includes hundreds of small companies eager to brand their products not only with the faithful but with the average consumer as well. We’re constantly reminded by horror stories in media about what’s unhealthy, and I think shoppers are enthusiastic about products that are environmentally friendly and low on chemicals. Natural products sales in the United States grew 9.7 percent across all retail and non-retail channels in 2006, topping more than $56.7 billion [up from $51 billion in 2005], according to The Natural Foods Merchandiser. One industry insider nailed the economic forecast. “The natural, organic and healthy products industry is showing absolutely no sign of slowing down,” he said. “Compared to national economic trends, we’re on fire.” Will this translate into  freelance and job opportunities in marketing, advertising and consulting?

New Hope Natural Media, a division of Penton Media, Inc., a major media resource and information provider for the natural, organic and healthy products industry, produces the expo.

(Photo credit Natural Products Expo West / Supply Expo.)

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