California is one of the major centres for food and beverage processing in the USA, and Anaheim demonstrates a robust food and drinks industry of its own. The city is particularly important for the natural foods sub-sector as a host to the Natural Products Expo West, which is the country’s premiere event for the natural and organic industry. Each edition brings in more investors, buyers and entrepreneurs and correctly predicts the next major trends across health and wellness products. With the natural and organic industry expected to reach $400 billion by 2030, there's no denying its momentum. Consumers, increasingly concerned about their health and the environment, are driving this growth. The Expo serves as a barometer for these changing preferences and raises the visibility of emerging and established brands across various categories from supplements and specialty foods to personal care and home products. One of the highlights is the Fresh Ideas Organic Marketplace, which is an outdoor event that recreates the look and feel of a real farmers’ market for attendees to explore. This creates a unique opportunity for exhibitors to connect with potential buyers in a relaxed and engaging environment. For aspiring entrepreneurs, the Natural Products Expo West Pitch Slam is a chance to shine. Emerging brands can pitch their products to a panel of judges, vying for a free booth at the next Expo and over $30,000 in valuable services. This platform allows innovative ideas to gain traction and potentially reach a wider audience. Beyond product showcases and competitions, the Expo offers extensive educational programming, including the fast-paced Natural Products Business School. This equips attendees with the knowledge and skills they need to thrive in this dynamic industry. The trade show promotes groundbreaking work and keeps its fingers fully on the pulse of lifestyle trends.