Behind the Booth: Building an international brand, one trade show at a time

Trade shows are where brands go to grow — especially when you're working to build a global presence. But what most people don’t see is what it takes to get there. At Spinaca Farms, we’ve turned the art of trade show execution into something of a science… after a few hard-earned lessons along the way.

Six months out: The planning begins

It starts about half a year in advance — sometimes more. We debate booth sizes, floorplans, and locations (yes, being near the bathroom can be prime real estate). We brainstorm themes and rework designs until it feels right — or at least, good enough to submit. Then, like clockwork, we begin again.

We’re not just designing a backdrop — we’re creating a full brand experience to be built 6,000 miles away, in a city we’ve never been to. It’s both thrilling and exhausting.

The details matter (maybe too much)

Do we need new brochures? Better giveaways? More kale photos? Will the booth look too similar to last year’s? Every detail gets discussed, debated, revised, and reviewed in weekly calls with the team. We build, ship, carry, and sometimes smuggle things in suitcases just to make sure it all shows up.

The truth is, it’s a living, breathing thing. And people notice when you put in the effort — especially when you’re exhibiting on an international stage.

Booth design for Hi Korea, in Seoul, 2024

On the ground: 10-hour days and sleepless nights

Two months out, we’re in full outreach mode, lining up customer meetings and booking dinners. Once the show hits, it’s go time: ten hours on the floor, then customer dinners, and finally, late nights staring at the ceiling wondering if we got it right.

The time zones, the language differences, the adrenaline — it’s a lot. The wearable I use to track sleep and recovery tells me I’m rundown and to “make good decisions.” I try.

But I wouldn’t trade it for anything. The connections we’ve made, the deals we’ve closed, and the insights we’ve gathered across Asia, Europe, and the U.S. are invaluable.

The curveballs (and how we handle them)

Not everything goes to plan. Like the time we exhibited in Lyon and our entire booth shipment got held up in customs. I stood in front of empty shelves for two days, questioning everything. I considered leaving, maybe taking a quick vacation in the South of France — but I stayed. I showed up.

Now we ship half our materials and carry the rest. Pain plus reflection equals progress. And we’re definitely making progress.

At Vitafoods Europe 2022, in Geneva, Switzerland

This work matters

Every trade show is a chance to tell our story better, meet our customers where they are, and show up with intention. If you’re not in the arena, you can’t play the game.

So we plan, design, execute, and evolve — because that’s what building something real requires.

Contact Zack at zack@spinacafarms.com to learn more about our premium vegetable powder offerings.