Day 4- Expo West 2025
I entered the Halls on the final day of Expo West 2025, ready for a well-made cup of espresso after a very fun What’s Up with Supps last night.
Functional beverages, including energy drinks, are omnipresent throughout the show, but for me nothing beats a barista-prepared espresso drink.
As I walked the floor on this final stretch, I found myself reflecting on the conversation surfacing the past few years: What happens to our industry when the old guard steps away?
Those who primarily shaped this industry were different from the youngsters entering the health and wellness space. They were hippies, natural food pioneers, and rebels who saw the world differently.
At the heart, their passion wasn’t just about business—it was about changing the way people think about health, food, and nature.
Today, the landscape has shifted. The next generation of industry leaders is arriving, shaped by biohacking, personalized nutrition, DTC & community-led brands and AI.
Will the next generation recognize the importance of the battles fought before them? Will they stand guard over the values that sparked this industry?
Or will the pressures of scale, efficiency, and tech-driven disruption reshape it entirely?
My hope is that we can collectively recognize that Biodiversity and Traditional Knowledge are not just the true roots of our industry—they are also its future.
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Friday- The Home Stretch
