PROVO, Utah — The supplement, food and beverage industry has two new shows in key regions to look forward to in 2027.
SupplySide Connect Utah will launch April 7-8, 2027, at the Utah Valley Convention Center in Provo, and SupplySide Connect Madison will take place June 8-9, 2027, at Monona Terrace in Madison, Wisconsin.
Danica Cullins, Executive Vice President, Health & Nutrition at Informa Markets, explained that the organization’s goal is to deliver the caliber and value proposition that SupplySide Connect is known for, while being right-sized for these important regional markets.
“These locations were strategically selected because they represent significant industry hubs with concentrated talent, resources and innovation in the supplement, food and beverage sectors,” Cullins said. “This regional approach also will reduce travel costs, time away from the office and logistical complexity for attendees.”
But the strategy runs deeper than convenience.
“These regions have deep industry presence, technical expertise and thriving ecosystems of suppliers, manufacturers and CPG brands,” Cullins added. “Madison and Provo are innovation centers where real industry momentum is happening.”
The dietary supplement industry is the third-largest industry in Utah, after tech and tourism, with more than $16 billion in sales and 50,000 employees. The United Natural Products Alliance is also headquartered in Utah.
Madison is a hub for health and wellness education, with the University of Wisconsin-Madison offering a Health Promotion and Health Equity Bachelor of Science program and an online Master of Science in Health and Wellness Management focusing on wellness leadership and health data policy.
“By establishing a presence in these markets, we’re tapping into existing communities and strengthening the regional networks that drive business forward,” Cullins said. “Our goal is to create more opportunities for the professionals in these thriving regional ecosystems to connect, collaborate and move projects forward without sacrificing the quality and impact that define the SupplySide Connect experience.”
Informa Markets expects to attract 150 exhibitors to each show.
“We’ve designed the scale intentionally to foster quality interactions, rather than overwhelming attendees with sheer volume,” Cullins said.
There’s also a sister show for the Tri-State area, SupplySide Connect New Jersey, which will return to the Meadowlands Exposition Center in Secaucus April 4-5, 2028.
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