Independent grocers and emerging CPGs are rethinking which trade shows actually move the needle. In this GroceryPulse Podcast, host George Goodwin talks with Jeremiah Bogenhagen (President, Positively Natural Network and CEO of Health Essentials) about the Naturally Independent Expo in Palm Springs—why it’s intentionally small, how it maximizes retailer–supplier face time, and the education tracks built for indie retailers (not just brand booths). We cover ROI vs. mega expos, grassroots distribution for new CPGs, and why relationships + education beat slotting fees.
Chapters
00:00 – Cold open: why smaller shows win for ROI
01:18 – Welcome & guest intro (Jeremiah Bogenhagen)
02:22 – Jeremiah’s path from grocery → wellness center operator
06:32 – Leading Positively Natural Network & mission
08:18 – Building supplier–retailer relationships that last
12:42 – What makes the Naturally Independent Expo different
15:37 – Education tracks for indie retailers (beyond product 101)
18:46 – Real talk: connections, ROI, and success stories
22:13 – Community, differentiation, and staff education
25:46 – First-time attendee tips (note-taking + AI, relationship focus)
31:45 – Post-COVID shift: whole-health mindset & community events
34:37 – Biggest threats to independents (online + big-box pricing)
36:58 – Advice to first-time CPG founders (start indie, go grassroots)
39:37 – Panel goals & why regional differences matter
42:58 – Who exhibits? (supplements, better-for-you foods, beverages)
50:42 – Live podcast from the show? Logistics & ideas
52:38 – How to get involved + final takeaways
GroceryPulse Podcast
Podcast Home: https://grocerypulse.com
More Episodes: https://grocerypulse.com/podcast
Blog: https://grocerypulse.com/blog
YouTube: https://www.youtube.com/@grocerypulse
Instagram: https://www.instagram.com/grocerypulse
Innovar Marketing Agency
Website: https://www.innovaragency.com
Blog (Grocery/CPG Marketing): https://www.enjoykobu.com
Instagram: https://www.instagram.com/innovaragency
Positively Natural Network / Naturally Independent Expo
Website: https://www.positivelynatural.org Positively Natural
Expo Info (Palm Springs • Nov 14–15, 2025): https://www.positivelynatural.org/npp Positively Natural
Trade Show details (hours, setup, contacts): https://www.positivelynatural.org/trade-show Positively Natural
About PNN (“Support • Educate • Advocate”): https://www.positivelynatural.org/our-story Positively Natural
Contact: director@positivelynatural.org • 360-379-2805 Positively Natural
VRM Media / Vitamin Retailer (Media Partner)
Vitamin Retailer Magazine (VRM Media): https://vitaminretailer.com Vitamin Retailer Magazine
Partnership announcement (PNN × VRM Media): .css-j9qmi7{display:-webkit-box;display:-webkit-flex;display:-ms-flexbox;display:flex;-webkit-flex-direction:row;-ms-flex-direction:row;flex-direction:row;font-weight:700;margin-bottom:1rem;margin-top:2.8rem;width:100%;-webkit-box-pack:start;-ms-flex-pack:start;-webkit-justify-content:start;justify-content:start;padding-left:5rem;}@media only screen and (max-width: 599px){.css-j9qmi7{padding-left:0;-webkit-box-pack:center;-ms-flex-pack:center;-webkit-justify-content:center;justify-content:center;}}.css-j9qmi7 svg{fill:#27292D;}.css-j9qmi7 .eagfbvw0{-webkit-align-items:center;-webkit-box-align:center;-ms-flex-align:center;align-items:center;color:#27292D;}
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