In May, we packed our protein balls, set up our stand at the ICC Sydney, and did something we had never done before. We exhibited at the Food and Hospitality Expo. Three big days, hundreds of conversations, and a whole lot of sampling later, here's our honest take on the experience.
We got to meet people we never would have found online
One of the biggest surprises was the quality of the connections. When you're a small brand, most of your marketing happens on a screen. Social media, email, ads. The expo flipped that completely. We spoke to buyers, wholesalers, cafe owners, fellow food founders, and customers who had never heard of Sisterly Bites before. These weren't people we would have ever reached through our usual channels, and that alone made the whole thing worth it.
People got to actually taste what we do
There's only so much a product photo can communicate. Watching someone try a protein ball for the first time and see their face light up is something no Instagram post can replicate. Sampling was one of our best decisions. It gave people a reason to stop, engage, and remember us. If you're thinking about exhibiting, lead with your product. Let it do the talking.
Our tips for first time food expo exhibitors
Keep your stand simple and brand forward. It's tempting to overdo it, but a clean, visually strong stand that clearly communicates who you are will always outperform a cluttered one. People are walking past hundreds of stands and you have about three seconds to catch their eye.
Give people a reason to come to you. For us, that was sampling. Think about what your hook is, a demo, a freebie, an experience, and lead with it!
Bring the energy, but protect it too. Three days of sustained conversation is genuinely exhausting in the best way. We learnt quickly how important it is to take breaks, tag team with your booth partner, and pace yourself. The energy you bring to your stand is contagious. When we were buzzing, our stand was full.
More tips for success![]()
Planning is everything. The work you do before the expo is just as important as the three days you spend there. Know your setup, have your samples ready, confirm your logistics early and walk in feeling prepared. The more organised you are beforehand, the more energy you can put into actually connecting with people on the day.
Make your stand impossible to miss. Clear branding, a simple message, and an obvious visual identity will do more for you than any fancy display. People should be able to glance at your stand from across the room and instantly understand what you do. For us that meant leading with "protein balls" front and centre so there was no guessing.
The follow up is where the magic happens
The expo doesn't end when you pack up your stand. Following up with the people you met is arguably the most important thing you can do after the event. Connections go cold fast, so reach out within a day or two while you're still fresh in people's minds. A simple message referencing your conversation, a sample they tried, or a next step you discussed can turn a brief chat into a real relationship. Don't let the energy of those three days go to waste. The follow up is where it actually converts.
Would we do it again?
Absolutely. The expo expanded our reach in ways that would have taken months to achieve online. It put our brand in front of people we'd never have found, and it reminded us why we started Sisterly Bites in the first place. To share something genuinely delicious with as many people as possible.
If you're a brand sitting on the fence about exhibiting, this is your sign. Back yourself, keep it simple, and bring the samples.
Nancy & Rose x