I’ve been going to the Natural Products Expo West for almost as long as I’ve had my marketing communications firm, over 25 years. While many of the same brands that started the category back then remain icons today, there are so many new movers and shakers and exciting developments. My only hope is that we can continue to preserve the integrity of the industry as it grows and goes mainstream.
I’ve been talking about getting “outsidey” since the summer Outdoor Retailer Show, thanks to Frank Hugelmeyer, president of the Outdoor Industry Association. As predicted, a lot more people are talking about it, too. They are talking about when it comes to fitness, food, fashion, furniture and other categories that touch our everyday, indoor lifestyles. This brings great opportunity to the outdoor industry. It’s time to start thinking about how our brands can make a cultural difference.