In an age of digital marketing, influencer campaigns, and online product launches, it’s easy to wonder - do trade shows still matter?
For Consumer Packaged Goods (CPG) brands, the answer is a resounding yes.
Even today, nothing replaces the in-person energy, connections, and opportunities that come from exhibiting at a live event like the CPG Expo. From emerging startups to established household names, trade shows remain one of the most effective ways to grow visibility, open new retail doors, and build long-term relationships in the industry.
Here are five reasons why trade shows still matter for CPG brands today — and why you’ll find so many innovative companies showcasing at the CPG Expo in Calgary each year.
1. Face-to-Face Connections Build Real Relationships
Despite how connected we are online, business still happens best in person. Trade shows bring together buyers, retailers, distributors, and brand founders in one place - creating the kind of spontaneous conversations that no email or LinkedIn message can replace.
At the CPG Expo, brands like Going Nuts, Fricey's and Hello Amino connected directly with retail buyers, distributors, and even potential investors — conversations that turned into real shelf placements and partnerships.
Brand 'Going Nuts' connecting with a industry professional at the 2025 CPG EXPO at the BMO centre at Stampede Park. CPG EXPO®
2. Instant Feedback from Real Buyers and Consumers
For emerging CPG brands, trade shows offer something you can’t get online: immediate, honest feedback from your target audience.
Whether it’s packaging appeal, flavour testing, or pricing perception, the insights gained from hundreds of attendees in one weekend can guide product development far better than an online poll ever could.
Often, emails or messages sent to try and make connections are forgotten or simply not replied to due to the high intensity of workloads in the industry. At a trade show, however, professionals are more relaxed, open to new ideas, and enticed by visual presentations and the personal charm of the people behind the brand.
Tip: It is far less likely for emails or follow-ups to get ignored after you’ve made a personal connection at a show - face-to-face interactions create trust and memorability that digital outreach alone can’t replicate.
Kingdom Coffee presenting their brand at the CPG EXPO is bringing more than just exceptional, ethically sourced coffee - they’re showcasing a mission-driven business that transforms lives, one cup at a time. CPG EXPO®
3. A Launchpad for New Products
Launching a new product at a trade show creates buzz that ripples far beyond the event itself. Live demos, tastings, and hands-on experiences create memorable first impressions and media-worthy moments.
At the CPG Expo, many brands strategically time their new releases to coincide with the event - ensuring that retail buyers, media outlets, and influencers discover them all at once.
Pictured here at the 2026 CPG Expo at the BMO Centre, Stampede Park, Your Preference Kombucha showcased their Kombucha Gummy Bears, quickly becoming a crowd favorite and a standout in the industry. CPG EXPO®
4. Strengthened Brand Credibility
Being seen at a major industry event immediately elevates perception. Exhibiting at a respected trade show signals that your brand is serious, established, and ready for growth.
Consumers and retailers alike view exhibiting brands as more credible — especially when they’re featured among other industry leaders.
That’s why so many growing companies, from Rviita to Bullocks Bistro, return year after year to the CPG Expo. The visibility and validation are unmatched.
Karly from Rviita, showcasing their groundbreaking Energy Tea that’s rapidly redefining the energy drink market. CPG EXPO®
5. Unmatched Networking & Collaboration
The CPG community thrives on collaboration - and nowhere is that spirit stronger than on the trade show floor.
Beyond buyer meetings, exhibitors form partnerships with packaging suppliers, co-packers, logistics providers, and even other brands looking to collaborate. It’s common to see co-branded campaigns, bundled products, or regional retail partnerships that started with a single handshake at the Expo.
From top left to right: Canucks Landing, Gummy Lab Nutrition, Kingdom Coffee, Two Pickled Ukes, Change Toothpaste, The Chai Spice, Rviita, Calgary Economic Development, and Billy Joe’s BBQ, representing their brands and programs at the CPG Expo 2025 in Calgary, AB.CPG EXPO®
The Bottom Line
Trade shows aren’t “old school” - they’re the heartbeat of brand building in the CPG industry. For Canadian-made and growth-minded companies, the CPG Expo offers a rare chance to be seen, heard, and remembered by the people who matter most.
Whether you’re preparing to launch, expand, or network, there’s still no better stage than a live trade show.
Want to Be Part of the Story?
Join hundreds of innovative CPG brands showcasing their products at the CPG Expo.
👉 Apply to Exhibit or Get Tickets
You can be front and centre in the growing community of Canadian-made CPG brands - connecting with buyers, collaborators, and fellow innovators who can help your brand grow.
