It’s spring trade show season and after a few starts-and-stops, it seems like we may be back into the swing of things! With already a few shows under our belts for 2022, hopefully the worst is behind us and by fall the trade show circuit will be as bustling as ever.
While I’ve missed some of the big, established shows that I have looked forward to attending in years past, I definitely have been more concerned about some of the smaller ones that support the entrepreneurial mom-and-pop brands that are just starting out in the business who need the exposure and most likely don’t have the funds to sustain them through a multi-year pandemic.
One such event that I’m referring to is the Virginia Food and Beverage Expo, which is hosted by the Virginia Department of Agriculture and Consumer Services (VDACS), the agency responsible for promoting the economic growth and development of the state’s agricultural sector, providing environmental protection services, and consumer protection programs. It began in 1992 as a partnership between VDACS and the commonwealth’s food and beverage industries in order to learn from each other, highlight Virginia products, and promote the Virginia’s Finest marketing program (which was started in 1989). Today, the main purpose of the trade show, which typically is a biennial event, is to connect industry buyers (retailers, wholesalers, distributors and foodservice representatives) with Virginia specialty food and beverage products and their producers (companies exhibiting there are required to be headquartered in the state and all products on display must be pre-approved by VDACS Office of Food Safety and is required to have a Virginia address on their label) and in turn, advance economic development.
After a four-year hiatus (the 2020 show was sidelined by the COVID pandemic), this year’s event was a welcome affair that took place at the Greater Richmond Convention Center and consisted of more than 200 exhibitors and 1,000 registered attendees (buyers and media). The show was well-spaced so that one could navigate the aisles without feeling claustrophobic, and the mix of retailers ranged from independent, one-location retailers to large supermarket chains like Kroger and Harris Teeter. Even Virginia state Governor Glenn Youngkin was in attendance, moving from booth-to-booth to sample the products. Youngkin later went on stage to address the crowd about the importance of supporting local suppliers and to unveil the rebranding of two state marketing programs promoting goods made in the Commonwealth (the aforementioned Virginia’s Finest and Virginia Grown). He also discussed his push to eliminate the state’s grocery tax and his plan to have a roundtable in May with all of the retailers in the state to figure out how to bring down supply chain costs. The governor even presented the expo’s three “Best New Product” awards, which had a total of 40 entries submitted. Chaotic Good Tempeh won the “Best New Product Overall” award with its black bean and pumpkin seed “Carnitas.” Taking home the award for “Best New Food’ with their mild sauce was Northern Neck Sauce.” And winning “Best New Beverage” was the company Pastry Base, LLC with their Hot Cocoa Bomb Kit.
Despite the intimate size of the show (or probably because of it), I think the event was a wonderful way to not only put the spotlight on small local manufacturers, but to help give them the connections, tools, and confidence to thrive in this highly competitive industry, which in the end, means all parties involved win. I would love to see other states adopting something similar to support their local producers.
Last month was Women’s History Month and International Women’s Day (March 8) and to publicly recognize the impact and central role that females of all ages play in all aspects of society, The Hershey Company released limited editions of its iconic milk chocolate bar with celebratory packaging. In the United States, the chocolate maker distributed the beloved product with wrappers highlighting the letters spelling “SHE” in the Hershey’s logo in turquoise, purple, and yellow (with the capitalized word “celebrate” above it) nationwide through May while supplies last. In tandem with the commemorative wrapper, it donated $150,000 to Girls on the Run, a U.S.-based nonprofit organization with a mission focused on supporting, empowering, and inspiring girls to realize their limitless potential. The global candy manufacturer also expanded its award-winning #HerSHE campaign (which originated in Brazil in 2020) to five other international markets. Aimed at “making the invisible woman visible,” the special edition Hershey’s Milk Chocolate Bar wrappers in Brazil, Canada, India, Mexico, the Philippines and Saudi Arabia featured a colorful representation of cultural female icons created by local artists from each country intended to honor the accomplishments and the impact these “sheroes” have made in their communities. As part of this campaign, Hershey Brazil, Hershey India, Hershey Canada, and Hershey Mexico collaborated with Entreprenista, a media company and membership community dedicated to the advancement of women-led businesses, to spotlight and celebrate inspiring women in business across the globe through a user-generated social media campaign. Additionally, five trailblazers from each of those markets were selected to receive a scholarship to the Entreprenista League, a community of women business owners, investors, co-founders, and thought leaders that are given access to top tier business tools and solutions.
“When women are empowered, they lift their communities with them,” said Alicia Petross, chief diversity officer of The Hershey Company. “Our global programing for International Women’s Day and Women’s History Month helps us celebrate and highlight how powerful female entrepreneurs, business owners and role models can be within their community. We strive to showcase the power of women both within our company and in the world and give them a platform to keep achieving greatness.”
To further promote women-forward storytelling on an international level, the Pennsylvania-based corporation partnered up with Girl Up, a nonprofit founded by the United Nations in 2010 that is committed to advancing girls’ skills, rights, and opportunities to be leaders, to amplify the voices of girls and women who are making a difference around the world on digital and social platforms, by donating $100,000 to the organization. To-date, the Girl Up’s leadership development programs have inspired more than 125,000 girls through 5,000 Clubs in 130 countries and in all 50 U.S. states to be a force for gender equality and social change.
With female-centric national and global campaigns such as these, it comes as no surprise that Forbes named the CPG company the number one World’s Top Female-Friendly Company in 2021. Not only does it highlight and support women in its product and marketing and in its community initiatives, but the organization as a whole promotes gender diversity amongst its employees and leadership, has a woman as its CEO and chairman of the board (Michele Buck), and in 2020, achieved 1:1 aggregate gender pay equity for salaried employees. Kudos to The Hershey Company for proactively elevating women in the workplace and society by putting its money where its mouth is and for leading by example!
Another Pennsylvania-based institution that contributed to Girls On The Run as well as six other Baltimore and Central Pennsylvania organizations in honor of Women’s History Month was Weis Markets.  The Sunbury, PA-based retailer donated a total of $10,000 to the following non-profits that support girls and women in its community: $1,000 to Girls on the Run Lancaster, where trained coaches use physical activity and dynamic discussions to build social, emotional and physical skills in every girl while encouraging healthy habits for life; $2,500 to Caroline Center, a Baltimore-based education and career skills training center; $1,000 to Building our Nation’s Daughters (BOND), a Baltimore-based organization committed to cultivating multi-generational health, wealth and community for Black single mothers and daughters; $1,000 to Shepherd’s Clinic (which provides free healthcare to Baltimore’s uninsured residents) for their women’s health programming; $2,500 to Dress for Success of South Central PA, which empowers women to achieve economic independence by providing a network of support, professional attire and development tools to help women thrive in work and in life; $1,000 to Big Brothers Big Sisters of the Capital Region, for their Savvy Sisters career exploration initiative which introduces girls to female professionals, executives and entrepreneurs in the community; and $1,000 to the Carlisle, PA-based Employment Skills Center’s Success Academy for Women and Girls, a program to gain job training, employment skills, small business knowledge and self-confidence.
“Women’s History Month recognizes and honors the important contributions of women throughout our country’s history,” said Ron Bonacci, vice president of advertising and marketing. “In recognition, we are pleased to support the good work of these seven organizations.”
It’s great to see two well-established and respected industry entities championing and advocating for females of all ages. Hopefully other companies in the business will be inspired to create their own initiatives applauding and supporting the advancement of women, and not just for a month but year-round.
Until next month…
Karen can be contacted via email at: [email protected]
