It was our joy to design and fabricate a custom exhibit for General Mills for the globally-recognized show National Products Expo West that resulted in the exhibit being named the “Best Booth.” Natural Products Expo West attracts 3,600 exhibitors and 86,000 attendees from around the nation and world.

Max Goldberg of Living Maxwell, a nationally-known and respected organic food expert and influencer, attends National Products Expo West each year and selects the best exhibits based upon originality, interactive experiences, and impact. For the second year in a row, Goldberg awarded General Mills with the “Best Booth” accolade at Expo West both exhibits were designed and fabricated by our team!  

The exhibit challenge was to equally incorporate General Mills natural and organic brands along with sustainability education.

Our captivating exhibit strategy featured:

Custom rainfall simulator

The 1,500-square-foot exhibit visually spoke to General Mills announcement of regenerative agriculture practices. The highlight feature was a custom designed rainfall simulator that demonstrated environmental impacts of traditional farming practices on soil erosion while simultaneously showing positive impacts of crop cover use. Watch the rainfall simulator.

Lenticular wall

We created a beautifully executed lenticular wall that had crowds walking back and forth and watching the evolution of regenerative practices. This display caught attendee’s attention and drew them in for extended conversations. Watch the lenticular wall experience.

12’ sampling stations

A sampling station doesn’t have to be boring. In fact, it should be beautiful and inviting. Our team grew plants several months prior from seeds and planted them within the top section of the 12’ sampling station. Plants included Mexican grasses, lavender, basil, and other herb plants to bring to life the company’s show focus. Throughout the event, samples of General Mills products were given to attendees, sampling brands included Annie’s, Cascadian Farms, Epic Provisions, Larabar, Liberté, and Food Should Taste Good.

 “Our team excels at helping brands position themselves in a differentiated way and it was our honor to help General Mills showcase their brands in a way that caught the spotlight and attention of industry experts,” said nParallel President Megan Diamond. “We helped General Mill stand-out at this three-day event with a strategic approach that married purpose, mission, and product in a way that was engaging and drew people in.”

 “When I got there (to the show), it was immediately obvious that the company (General Mills) had come up with something fantastic,” said Max Goldberg founder of Living Maxwell. “One of my favorite things to do each year at Natural Products Expo West is to pick out the best trade show booths. While the majority of people’s time and attention is focused on showcasing new products, it cannot be overlooked that a good number of brands invest a tremendous amount of energy and resources into building their trade show booths… I like to recognize those companies that go the extra mile and present something special.”