No Booth? No Problem: How to Make the Most of a Food Show Without Exhibiting
Not every early-stage brand can afford a booth at a major trade show — and that’s okay.
We’re headed to the Summer Fancy Food Show next month, and we know firsthand that some of the best conversations happen off the show floor. Whether you’re flying solo with samples or scoping the scene with a small team, there’s still opportunity to move your business forward.
We work closely with emerging specialty food and beverage brands every day. We’ve seen how showing up strategically can open doors to distribution, retail relationships, and long-term growth.
Here’s how to make the most of it.
Set Your Strategy Before You Step on the Floor
Trade shows can be overwhelming. Without a clear plan, it’s easy to get lost in the noise.
Decide what success looks like in advance:
Are you hoping to meet retailers?
Connect with potential distributors or 3PL partners?
Learn how your category is evolving?
Outline a shortlist of companies, booths, or panels you want to visit. Download the event app, highlight key contacts, and plan your time intentionally.
Be Visibly Aligned with Your Brand
Even without a booth, you are still representing your company. Dress professionally and consider incorporating subtle branded elements like a logo on your bag, a sample-ready backpack cooler, or even a hat. These details make you recognizable and help reinforce your brand identity in a sea of attendees.
Be ready to briefly introduce who you are, what your product is, and what makes it different. A strong, clear brand story builds confidence and curiosity, and may open the door to deeper follow-up conversations.
Know Your Company
You don’t need a booth to make an impression, but you do need to be prepared.
Before you even walk the show floor, take time to clarify:
What problem does your product solve?
What makes it different in a crowded category?
Who’s your customer — and why do they choose you?
Where do you want to be on shelf (or online), and what kind of partner are you looking for?
When you can speak clearly and confidently about your business, your mission, and your goals, you position yourself as more than just another startup. You become a founder people remember.
Carry Sell Sheets and Product Samples But Be Selective
Don’t try to hand out everything to everyone. Instead, focus on intentional conversations with the right people. Have samples, sell sheets, or QR codes on hand, but tailor your outreach based on the conversation.
It’s far more effective to build a genuine connection with a key retailer, co-packer, or distributor than to distribute dozens of materials that get tossed by day’s end.
Have a Follow-Up Plan Ready
What you do after the show matters just as much (if not more) than what happens during.
Capture contact info in the moment and take quick notes about the interaction: who you spoke to, what they said, and how you plan to follow up. A simple spreadsheet or CRM setup will go a long way in turning hallway chats into lasting opportunities.
When the show ends, send tailored follow-up messages within 48–72 hours. Keep it short, reference your interaction, and offer a clear next step, like sending samples, booking a short call, or sharing more details about your product and operations.
Listen, Learn, and Observe What’s Working
One of the biggest benefits of walking the floor is seeing how other brands show up, especially those a few steps ahead of you.
Pay attention to:
Booth design and signage that catches your eye
How brands pitch themselves in 15 seconds or less
Trends in packaging, sampling, and storytelling
Which retailers or brokers linger at certain booths
This is competitive research in real time. Take notes. Ask questions. Let it inform your next stage of growth, whether that’s redesigning your packaging or preparing for your first retail pitch.
Share Your Presence (Even Without a Booth)
Use social media to share that you’re attending. Post takeaways. Highlight the booths or people that inspired you. Tag brands you admire or hope to partner with. This builds legitimacy, broadens your reach, and may even attract attention from industry insiders who didn’t see you on the floor.
Lay the Groundwork for Your Next Stage
Even if you’re pre-revenue or still self-distributing, attending these events positions you for what comes next: distribution, warehousing, ecommerce fulfillment, and retail expansion.
If you're starting to ask questions like:
How will I fulfill orders when volume increases?
What will I need to be shelf-ready for a regional chain?
When do I bring on a warehouse or 3PL partner?
Then it’s time to start thinking beyond the trade show floor.
Whether you're ready for distribution now or just gathering the pieces, we’d love to meet you in New York.
We’ll be walking the floor this year — if you’re planning to attend, let’s connect ahead of time. Shoot us a message and let us know you’ll be there.