For Episode #154 of the PricePlow Podcast, Mike and Ben sit down with Sandy Almendarez, the Vice President of Content at Informa Markets, to discuss SupplySide West 2024 live from the event. Sandy provides an introduction to her role and responsibilities, overseeing the educational programming and content for the large trade show.
SupplySide West is now SupplySide Global! Sandy Almendarez of Informa Markets sits down on the PricePlow Podcast for Episode #154 to explain the new rebrand and more!
We reached out to the Informa Markets team to talk about the recent rebranding announcement, which brought the following changes:
- SupplySide West is now SupplySide Global
- SupplySide East is now SupplySide Connect New Jersey
- Natural Products Insider is now SupplySide Supplement Journal
SupplySide West is one of the biggest events for the industry each year, and the group discussion covers Informa’s reinvention and rebranding. 2024’s event was a massive success, and Sandy gives us the full scoop on what made this year even better than every year before.
A key focus of the discussion centers around the educational content and industry trends covered at SupplySide. Sandy highlights topics like mushrooms, magnesium, and the blurring of lines between supplements, foods, and beverages as being prominent areas of interest. She emphasizes Informa’s commitment to identifying emerging industry trends and helping brands navigate the evolving landscape.
Mike and Ben praise the value of the educational sessions and the insights shared by industry veterans at the event — this is definitely our favorite tradeshow of the year.
We also get to hear why SupplySide West 2024 was held on Halloween, which caused a lot of people with families to leave the show early.
Show notes are below, and you can listen on the Podcast app of your choice or watch on YouTube:
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https://blog.priceplow.com/podcast/supplyside-global-informa-markets-sandy-almendarez-154
Video: Sandy Almendarez Explains SupplySide’s Rebrand… and Halloween
Podcast: Play in new window | Download (Duration: 27:57 — 29.1MB)
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0:00 – Introductions
Mike introduces Sandy Almendarez, the Vice President of Content at Informa Markets and the organizer of SupplySide West 2024. Sandy thanks Mike and the Price Plow podcast for the opportunity to discuss the event and provide an introduction to herself and the SupplySide brand. Sandy explains that her team is responsible for overseeing the 145 speakers and 130 hours of educational content at the show.
She also mentions the recent rebranding of Informa’s media brands, including Natural Products Insider which is now known as SupplySide Supplement Journal, and SupplySide Food and Beverage Journal, formerly Food and Beverage Insider.
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01:30 – SupplySide Rebrand
The new SupplySide Logo
Sandy explains that the rebranding was not done to change the direction of SupplySide, but rather to better align the media brands with the successful SupplySide show brand. She shares that the media brands, like Natural Products Insider, had become more closely associated with the SupplySide show over the years, so it made sense to unify the branding. Sandy acknowledges that letting go of the long-established Natural Products Insider name was difficult for her personally, as she had been with that brand for 15 years. However, she emphasizes the importance of having consistent branding across the company’s offerings to better serve the industry.
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02:30 – Details of the Rebrand and Future Plans
Sandy provides more details on the rebranding, explaining that SupplySide East (formerly SupplySide Connect New Jersey) and SupplySide West (now SupplySide Global) have distinct value propositions. She notes that the SupplySide East event is more focused on making connections and deals, while the larger SupplySide Global show in Las Vegas is a platform for broader industry innovation and trends. Sandy announces that next year’s Las Vegas event will be called SupplySide Global to better reflect its global audience and reach. Ben expresses his appreciation for the rebranding, noting that the new branding and logo have been well-received by industry peers.
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8:15 – Focus on Supplements and Food and Beverage
Mike asks about the focus of the renamed SupplySide Supplement Journal, and Sandy clarifies that it will cover nutraceuticals, including cosmeceuticals. She explains that the brand is intentionally focused, as Informa has other specialized media brands like SupplySide Food and Beverage Journal to cover the functional food and beverage space.
Sandy emphasizes the importance of being specific with their brand identities, as Informa has a diverse portfolio of industry-specific offerings. Mike acknowledges the logic behind the rebranding and the clear delineation between the supplement and food/beverage focused media brands under the SupplySide umbrella.
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10:45 – Education and Trends at SupplySide
PricePlow is proud to announce XPO NRG, an industry-first collaborative energy drink exclusive to SupplySide West 2024. With 10 partners, we ran 50,000 cans at MacroCap Labs!
Sandy discusses the key focus areas for the educational content at SupplySide, noting that trends are always a top priority, with topics like mushrooms, magnesium, and functional beverages being particularly prominent this year. She explains that the blurring of lines between supplements, foods, and beverages is a fascinating area that organically comes up across many sessions.
Sandy also highlights the importance of addressing emerging technologies and AI, as well as helping brands navigate what investments will have lasting impact versus passing hype. Ben praises the value of the educational sessions, noting that the insights shared by industry veterans are often more valuable than the innovation on the expo floor.
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16:45 – Halloween, Feedback, and Future Improvements
Sandy shares that the feedback on the 2024 event has been fantastic, with the education sessions demonstrating high audience engagement and interaction. She expresses pride in her team’s work in curating the content and speakers. Ben notes that the scheduling of the event around Halloween has been challenging, as many attendees need to leave early to be with their families. Sandy acknowledges the difficulty of the date conflict, explaining that Mandalay Bay ultimately controls the event scheduling, and Informa has limited ability to demand better dates. However, she says they try to plan around such conflicts as much as possible.
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20:00 – Logistics and Community at SupplySide
Sandy explains the logistics of the two stages on the expo hall floor – one focused on supplement innovations and the other on food and beverage. These 30-minute sessions provide a more fast-paced, high-level look at industry trends. Ben shares a personal anecdote about helping a new brand launch at SupplySide, highlighting the community-driven nature of the event and the willingness of industry professionals to share knowledge and support each other. Sandy emphasizes the importance of this community aspect, noting that it is a key part of the SupplySide experience and aligns with the goal of building a better, healthier world.
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26:15 – Relationship with Mandalay Bay and Future Plans
Mike inquires about Informa’s relationship with Mandalay Bay, and Sandy praises the venue’s location and sustainability efforts. She explains that the all-in-one nature of the Mandalay Bay complex, with hotels, restaurants, and networking spaces all on-site, creates a convenient and community-focused environment for the event.
Sandy also highlights Mandalay Bay’s strong sustainability practices, which align with Informa’s goals. Ben adds that the logistics of hosting at Mandalay Bay, with easy access and multiple hotel options, make it a very attendee-friendly venue. Sandy concludes by expressing gratitude for the support and feedback from the SupplySide community and a commitment to continuous improvement.
Where to Find Informa Markets and Sandy Almendarez
- Sandy Almendarez on LinkedIn: https://www.linkedin.com/in/sandyalmendarez
- Informa Markets on LinkedIn: https://www.linkedin.com/company/informamarkets/
- SupplySide Network on LinkedIn: https://www.linkedin.com/in/supplyside/
- SupplySide Supplement Journal: https://www.supplysidesj.com/
- Instagram: @SupplySideNetwork
Thanks for joining us on the podcast, Sandy!
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