“OrganiCare was poised to introduce its very first product CUROXEN, an all-natural first aid ointment made with certified organic ingredients.”
When you have a potential market disruptor—a truly innovative new product that is all-natural and made with certified organic ingredients—where do you go to share your story? Where can you find a gathering of like-mined, early adopters that will serve as influential and qualified buyers and partners? The annual behemoth, the mecca in the natural products industry: Natural Products Expo West (Expo West) in Anaheim, California, of course.
OrganiCare was poised to introduce its very first product CUROXEN, an all-natural first aid ointment made with certified organic ingredients. Let’s also note for the record that CUROXEN is five times more effective than any other first aid ointment on the market, natural or synthetic. Expo West is a coveted trade show and we were waitlisted for exhibition space. We found out we made it into the show in late January 2017 (the show was March 9-11, 2017)! The majority of companies that exhibit make their plans a year in advance. Could we pull it off?
We are a start-up company. And by start-up, we mean a small but dedicated and passionate team. OrganiCare is based in Austin, Texas and founded in 2016 by Caroline Goodner and David Shockley—two incredible visionaries and serial entrepreneurs who enjoyed tremendous success in related industries of biotech and medical devices.
The first product to market is CUROXEN. Although, we have a pipeline of new products in various stages of readiness—all natural and all with the same highly effective OTC pharmaceutical profile—a successful launch of CUROXEN was critical. No pressure. At all.
With almost 80,000 attendees and thousands of exhibitors, could we stand out? We ended up with a fortuitous placement—a corner booth in the new exhibitor space dubbed “Hot Products”. Each day three of us packed into an 8’x10′ booth to sell our innovative product. We spoke with more than a thousand people and handed out thousands more product samples. With a stockpile of more than 6,000 samples on hand, we were passing out our supplies by the stack on the last day of the show.
Our top moments and surprising insights from the show:
- Asking the question, “What’s in your first aid kit?”, and hearing so many people tell us they use Neosporin. This at a natural products show where most attendees would consider themselves well versed in the do’s and don’t of healthy living.
- Trying to say, “oxygenated olive oil” a hundred times a day—that was not always pretty.
- Seeing our CEO, Caroline Goodner jump in to administer CUROXEN and adhesive bandages to some pretty nasty boo-boos at our first aid triage station. Impressive.
- Lime green really can be worn well when paired with denim.
All in all, it was a whirlwind experience and a crazy few days in sunny Southern California. Expo West was a fantastic launch experience for our team and for our first product, CUROXEN. It was inspiring to tell our story, have people respond so enthusiastically, ask questions, and to educate as many people as possible that most first aid ointments and OTC pharma products do NOT need to contain synthetics or antibiotics to be effective. With our combined luck, excitement for the product and amazing founder efforts, we succeeded!
Expo West: We will see you again next year.