Once again, RaboResearch visited Natural Products Expo West, one the largest food trade shows in the world with more than 3,500 exhibitors and more than 70,000 visitors. Tom Bailey, Nick Fereday, and Cyrille Filott together with Maria Castroviejo discuss their findings, including how the consumer is being enticed by new types of marketing, some nice packaging innovations, and new food products. All believed that the show – while still carrying a lot of hype products – was more realistic in terms of the products on offer. The main focus now is on selling a product, instead of showing how disruptive it is.