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Packaged food and drink brand owners are often afraid to spend the money to exhibit at a trade show in case they don’t make their money back.

Trade shows are a big investment in time and money, so that’s understandable.

In this episode I talk to Liz Shaw, Exhibition Manager of Specialised Events to help you understand what you must do to make your money back.

In my conversation with Liz, we get to the granular level of setting objectives and how to win turn in orders whilst you’re at the show. 

These are some of the key questions we answer:

1. How can trade shows help to grow a foodpreneurs business.
2. Where tradeshows should sit in a foodpreneurs marketing mix.
3. The big mistake most first time exhibitors make that can be easily avoided.

Links & Resources

• Register for Foodservice Australia.
• Setting objectives for a trade show so you make your money back.

This episode of Foodpreneur with Chelsea Ford is brought to you by my ‘Money For Jam’ masterclass I’ll be hosting live at Foodservice Australia on February 28th to help packaged food and drink producers pitch to buyers and win the account, even if your product is the most expensive.

Season 18 with NFTC

Season 18, out now, is brought to you by NFTC – The Natural Foods Trading Company.

If you're a growing food brand navigating that tricky middle phase—scaling up, maybe landing your first major retailer, figuring out how to buy smarter—NFTC is worth knowing about.

They're a mid-tier ingredient supplier specialising in natural wholefoods: nuts, dried fruits, herbs, spices, seeds, and more. Small enough to offer lower minimums and genuine flexibility, but backed by serious sourcing capability and a team that actually knows its range inside out.

Think of them as the ingredient partner that grows with you—not one you'll outgrow.

Check them out at nftc.com.au

Send us Fan Mail

Making money in food and drink is hard -  almost impossible when you procrastinate and focus on all the wrong things. 

I bet if you’re here you may already know that there’s a lot to consider and many actions to take. 

73% of packaged food and drink brand owners don't pay themselves a wage because there is no profit to set aside for all their time and effort.  

Listen to my insights into what the five typical mistakes foodpreneurs make are, and get answers to these questions:

1. How do you go about creating a business from a food and drink product that puts more money in your pocket?
2. What should you charge?
3. Should you build velocity or value?
4. Is creating a brand important? And if so what does that actually mean?
5. What if you don’t know your numbers, what number should you start to familiarise yourself with so you are confident that you’re doing the right things?
6. And what about approaching buyers in either the retail or foodservice channel?

Season 18 with NFTC

Season 18, out now, is brought to you by NFTC – The Natural Foods Trading Company.

If you're a growing food brand navigating that tricky middle phase—scaling up, maybe landing your first major retailer, figuring out how to buy smarter—NFTC is worth knowing about.

They're a mid-tier ingredient supplier specialising in natural wholefoods: nuts, dried fruits, herbs, spices, seeds, and more. Small enough to offer lower minimums and genuine flexibility, but backed by serious sourcing capability and a team that actually knows its range inside out.

Think of them as the ingredient partner that grows with you—not one you'll outgrow.

Check them out at nftc.com.au

Send us Fan Mail

I invite you to hang out with me every week on the Foodpreneur with Chelsea Ford podcast and I, along with other experienced industry experts, will help you with selling your packaged food and drink product; negotiating with buyers; getting stocked; generating consistent demand for your products; and getting your products into more consumer hands, with or without a distributor! And the clincher… I’ll make sure you are putting more money in your pocket for every product you make.

Season 18 with NFTC

Season 18, out now, is brought to you by NFTC – The Natural Foods Trading Company.

If you're a growing food brand navigating that tricky middle phase—scaling up, maybe landing your first major retailer, figuring out how to buy smarter—NFTC is worth knowing about.

They're a mid-tier ingredient supplier specialising in natural wholefoods: nuts, dried fruits, herbs, spices, seeds, and more. Small enough to offer lower minimums and genuine flexibility, but backed by serious sourcing capability and a team that actually knows its range inside out.

Think of them as the ingredient partner that grows with you—not one you'll outgrow.

Check them out at nftc.com.au