The branding and positioning of the highly successful Natural & Organic Products Europe will see an important evolution of its sector focus. Taking place annually at ExCeL London, the trade show is set to have a major refresh to reflect the changing expectations and evolving retail landscape in this increasingly important sector.

Major brand refresh for Natural & Organic Products Europe

The fair, which is recognised as one of the leading and most influential events in the world for the sector, has always covered health and nutrition, natural and organic food and natural beauty as separate sections under the Natural & Organic Products Europe umbrella. However, retailing is becoming more complex and sector specific, and to reflect this, the brand will divide into three separate ‘shows’, each with their own branding and identity, but co-located under Natural & Organic Products Expo.

The separate events will be marketed as Natural Food Expo, Natural Beauty Expo and Natural & Organic Products Expo, each with their own contemporary branding and marketing campaigns, to enable us to more effectively reflect the importance of each sector to their target audience. The move follows feedback from exhibitors and visitors, who feel stronger targeting of each sector is important to grow the reach of the industry’s most important event, which attracts up to 10,000 trade buyers annually.

The brand will divide into three separate ‘shows’, each with their own branding and identity, but co-located under Natural & Organic Products Expo

Event Director, Carol Dunning, says; “We have listened hard to our partners, exhibitors and friends across the sector, who have reflected on the increasingly complex retail landscape and encouraged us to develop a more modern, contemporary look, which reflects the aspirations of both buyers, and ultimately consumers, in the sector. The new premium look for each sector will appeal to a new audience, as well as ensure that we continue to stay fresh and relevant with our already incredibly loyal customer base.

Not only do we have new logos and a new look to the marketing, but the look and feel will be translated to the onsite experience, with a much fresher, updated presentation of the shows. It’s an incredibly exciting development, which will allow us to attract even more senior, sector specific buyers to the show in 2024, and for many more years to come. It will also enable us to appeal to more international buyers, who have always been such an important part of the shows”.

The new branding is being launched at the end of November, in time for the start of the visitor marketing campaign for the 2024 shows, taking place at ExCeL, London, on 14-15 April 2024.

Companies wishing to be part of these industry defining events should contact cdunning@divcom.co.uk, and buyers can register interest in attending at www.naturalproducts.co.uk.

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Bio Eco Actual, International Organic Newspaper
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