Expo West always feels like a snapshot of where the CPG industry is heading.

This year in Anaheim, more than 60,000 founders, operators, retailers, and investors gathered to discover new products, connect with brands, and get a sense of what’s coming next across food, beverage, wellness, and beauty.

For the Barrel team, the week was a mix of conversations, client visits, and a lot of time walking the show floor. Our Growth Team, including Lucas Ballasy, David Remes, Nadia Reynolds, and Alexandra Plosch, spent the week meeting founders, catching up with partners, and seeing firsthand how brands are evolving in an increasingly competitive market.

One of the highlights was spending time with clients exhibiting at the show, including Sweet Loren’s and McCormick. Seeing the energy around these brands in person is always a reminder that the work doesn’t live only online. The digital experiences we help build ultimately support moments like this, when someone first discovers a product on a shelf, at a booth, or through a conversation.

Expo West also gave us a chance to bring people together outside the convention center. Alongside attending events hosted by friends across the CPG community throughout the week, we co-hosted a gathering with Express Checkout at Bubba Gump Shrimp. Founders, operators, and friends from across the industry came together to reconnect after a full day on the floor. A special thank you to Nate Rosen and Jenna Movsowitz for partnering with us to make it happen.

Walking the show floor, one thing was clear: the number of brands entering the space continues to grow, but the expectations for differentiation are higher than ever. Strong products are table stakes. The brands that stand out are the ones that can clearly communicate what makes them different and why their product deserves a place in someone’s routine.

That’s where digital still plays an important role.

Even for brands focused primarily on retail, the website has become the place where customers go to validate what they just discovered on a shelf. It’s where ingredient philosophy, product education, and brand story come together in a way that builds trust and supports long-term growth.

Expo West is ultimately about discovery. But discovery doesn’t end on the show floor. For modern CPG brands, the opportunity is making sure that when someone hears about your product for the first time, wherever that happens, there is a strong digital experience waiting on the other side.

We’re already looking forward to doing it all again in 2027.