Quick Bites: Engineering Trade Show Success for All Budgets
First-time exhibitor? Ready to level up your booth? Naturally North Bay and Naturally Bay Area are coming together for a special education event to help you plan ahead for a successful Expo West and beyond.
Trade shows are important for emerging CPG brands to gain retail and industry exposure, but can be expensive and time-consuming. In this virtual session, we'll help you put your best foot forward to maximize benefits and minimize stress.
We'll discuss the nuts and bolts of booth design — how to align with your business objectives, memorably communicate your unique brand positioning, and get ahead of any potential issues before they arise. We'll share best practice examples and hear from two CPG leaders on how they've approached exhibiting on different budgets — from savvy scrappiness to a modern kitchen re-creation.
Lisa Curtis is the Founder & CEO of Kuli Kuli, the leading brand pioneering the sustainably sourced superfood moringa. Moringa is a protein-rich leafy green, more nutritious than kale, with anti-inflammatory benefits rivaling turmeric. Kuli Kuli’s moringa powders, bars and wellness shots are sustainably sourced from African women and other small farmers around the world and sold in 11,000 U.S. stores. Lisa began working on Kuli Kuli while serving in the Peace Corps and has grown it into a multi-million dollar social enterprise. Prior to Kuli Kuli, Lisa served as the Communications Director at Mosaic where she managed a team of six to grow the company from zero to over $5M invested in solar through Mosaic’s online marketplace. Previously, Lisa wrote political briefings for President Obama in the White House, served as a United Nations Environment Programme Youth Advisor, and worked at an impact investment firm in India. Lisa was recognized on the Forbes 30 Under 30 list and Inc Magazine’s Top 100 Female Founders list. She has been featured in numerous outlets including the New York Times, Wall Street Journal, and on MSNBC's Morning Joe. Learn more at www.kulikulifoods.com and www.lisamariecurtis.com.
Craig Tokusato is Chief Marketing Officer of Diamond Foods, LLC whose principal business, Diamond of California, is a leading culinary nut brand in U.S. Grocery.
After earning a B.S. in Marketing from Santa Clara University, Craig began his career at Williams Sonoma. He then earned his MBA in Marketing from the University of Chicago.
Craig then joined The Clorox Company, ultimately becoming General Manager for its Pet Products business. Craig then went on to pursue his passion for better-for-you products by joining Diamond Foods. As SVP of Marketing, he oversaw marketing and innovation for its Kettle Brand chips, Pop Secret Popcorn, Diamond of California culinary nut, and Emerald snack nut brands. Craig then joined Amy’s Kitchen, as EVP & Chief Marketing Officer.
Craig subsequently leveraged his career experience as an independent marketing strategy consultant. He took on Chief Marketing & Innovation Officer level engagements with early-stage, mid-size, and larger clients in the better-for-you food, beverage, and skin care sectors.
Craig has been the CMO of Diamond Foods, LLC since early 2017 leading marketing and innovation. This is a return to his roots of sorts, as Craig’s former Diamond of California brand was acquired by Blue Road Capital. His focus has been on modernizing the brand, launching breakthrough innovation, and connecting the brand with the next generation of consumers and retailers with a growing array of nut products.
Founded Parabolic in 2015 to build innovative strategies, concepts and activations to help brands grow by understanding the needs of retailers and shoppers, giving them both reasons to buy. 20+ years innovating in shopper marketing, previously held leadership roles at The Mars Agency, Alcone, TracyLocke, and J. Brown.