A crackdown on “unwanted visitors” at this week’s Natural & Organic Products Expo event led to a boost in overall visitor quality, organiser Diversified Communications says.
Following feedback from exhibitors that too many companies are attending shows to sell to both exhibitors and visitors without exhibiting, Diversified said it needed to take “decisive action” at this year’s NOPEX.
The presence of companies selling their services to stand holders, who have invested significantly in attending, and “setting up camp in cafes and shared areas” has become a growing problem for organisers, says Diversified. The NOPEX organiser says increasing numbers of exhibitors have stated this as a reason for not attending trade shows, with others saying they will attend as visitors instead of exhibiting.
According to Jenni Sandells, marketing director of NOPEX, the problem had to be addressed; “We have always had a robust process, but we recognised that further action was needed. We knew we couldn’t carry on letting anyone in based on trust, with both sellers and sample collectors, becoming an increasing problem. So, we took decisive action, with every single visitor vetted for relevance. It was a time-consuming process and resulted in a staggering 34% of registration being denied entry, via an email before the event.
“With the events industry so focused on numbers, it went against everything we have learned, and it was scary to see so many people being denied entry. However, it also illustrated the scale of the problem. And I’m delighted to say that, although we did see a drop of 16% in total attendance, the number of legit buyers was up, the quality was better, and our exhibitors had a much better show.”
Event director, Annie Lindsell says: “We’re thrilled with the reaction to NOPEX this year, and our crackdown on non-exhibiting companies wishing to come to the show has definitely worked, with many people saying that this was the best show they have had for several years. As one exhibitor said, the quality of the audience is much more important than the quantity.”
Diversified says exhibitors welcomed the change, which it is confident resulted in much more positive exhibiting experience: “In the show’s 28-year history, the quality of the visitors was the best we have ever seen,” says Kriss Glenville, MD of The Natural Health Practice.
“I’ve seen a strong attendance and have particularly noticed an increase in the quality of visitors! It’s an important show for us as a business and for this industry,” says Neil Hubbard, marketing manager of Dundeis.
“NOPEX is the best B2B event, and the quality of the customers has been amazing. This is going to project my business in the right direction.” says Essjay Hartshorn from Bomonde Ltd.
“Well done for NOPEX 2024. It was a brave move to cut down unwanted attendance but my clients who had stands said it paid off, with them seeing fewer but better-quality leads,” says Organic Food Consultant, Simon Wright.
Although robust entry requirements were required, the show attracted 6210 attendees across the two days. The show’s new look combined three expos in one (Natural Health Expo, Natural Food Expo and Natural Beauty Expo); two award ceremonies; celebrity speakers including Mary Portas and Renee Elliot; a festival style central café (sponsored by Clipper Tea); innovation showcases; a photo booth; onsite massages, and even theatrical walking trees. The accent was intentionally as much about having fun as doing business, the organiser said.
“Attending NOPEX is important, it’s how we understand what’s out there. We spend so much time glued to our screens, so it’s nice to interact with brands face to face. This is the place for innovation, there’s loads of products and brands here I haven’t heard of before and some that I’m familiar with, so there’s something for everyone,” says Oliver Chadwyk-Healey, Branded Innovation Manager at Waitrose & Partners.
• Natural & Organic Products Expo (co-located with Natural Food Expo and Natural Beauty Expo) returns to ExCeL London on 11-12 May 2025.