This week, likely more than 60,000 people from more than 100 countries will have descended on Anaheim. Some are in funny costumes. Many are in branded T-shirts and hats. Still more are filling up bags with free samples from thousands of brands in attendance.

No, this isn’t an event at nearby Disneyland: It’s the annual Natural Products Expo West at the Anaheim Convention Center, a gigantic, four-day gathering that mostly centers on the natural, organic and conscious consumer products industry. The event is said to be the largest of its kind in the world, representing goods like new grocery products, supplements and personal care brands. The marathon event is filled with exhibitors, buyers, distributors and even investors, all roaming across huge chunks of the convention center’s 1.8 million square feet with one goal in mind: to find the next big thing.

Exterior sign for the Natural Products Expo West 2026 in Anaheim, Calif., on March 4, 2026.

A vendor puts out Vaca Chips tortilla chip samples at the Natural Products Expo West 2026 in Anaheim, Calif., on March 4, 2026.

An attendee displays their custom branded jumpsuit at the Natural Products Expo West 2026 in Anaheim, Calif., on March 4, 2026.

Walking through the main hall is like being at a grocery store on steroids. Big brands are out in force with elaborate displays, from Organic Valley’s farmhouse-style installation featuring a photo moment with popular cartoon character Bluey to La Croix’s tropical-themed display to promote its newest flavor debuting at Expo (that would be Pineapple Coconut, for bubbly water fans). Califia Farms supplies Expo-goers with caffeine at its espresso bar. Caulipower’s team passes out piping-hot slices of pizza on its signature cauliflower crusts. A large structure dedicated entirely to products from Korea displays items ranging from Latte Pop drinks to Dashima crunchy snacks.

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The recognizable names are endless: Oatly. Method.........

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