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General Mills and Minnesota Agency nParallel Receive Nationally-Recognized Award
nParallel designed and fabricated a custom exhibit for General Mills for globally-recognized show National Products Expo West resulting in the exhibit being named “Best Booth.” Natural Products Expo West attracts 3,600 exhibitors and 86,000 attendees from around the nation and world. Max Goldberg of Living Maxwell, a nationally-known and respected organic food expert and influencer, attends National Products Expo West each year and selects the best exhibits based upon originality, interactive experiences, and impact. For the second year in a row, Goldberg awarded General Mills with the “Best Booth” accolade at Expo West both exhibits were designed and fabricated by nParallel.
The exhibit challenge was to equally incorporate General Mills natural and organic brands along with sustainability education.
Leading up to the show, General Mills announced their commitment to advancing regenerative agriculture on one million acres by 2030. The 1,500 square foot exhibit visually spoke to their announcement of regenerative agriculture practices. The highlight feature was a custom designed rainfall simulator that demonstrated environmental impacts of traditional farming practices on soil erosion while simultaneously showing positive impacts of crop cover use in regenerative practices. Sweet peas, a crop cover plant, were grown several months prior from seeds and planted within the top section of the 12-foot sampling station. A variety of Mexican grasses, lavender, basil, and other herb plants were used within the exhibit to bring to life the company’s focus. Throughout the show, samples of General Mills products were given to attendees, sampling brands included Annie’s, Cascadian Farms, Epic Provisions, Larabar, Liberté, and Food Should Taste Good.
“Our team excels at helping brands position themselves in a differentiated way and it was our honor to help General Mills showcase their brands in a way that caught the spotlight and attention of industry experts,” said nParallel President Megan Diamond. “We helped General Mill stand-out at this three-day event with a strategic approach that married purpose, mission, and product in a way that was engaging and drew people in.”
“When I got there (to the show), it was immediately obvious that the company (General Mills) had come up with something fantastic,” said Max Goldberg founder of Living Maxwell. “One of my favorite things to do each year at Natural Products Expo West is to pick out the best trade show booths. While the majority of people’s time and attention is focused on showcasing new products, it cannot be overlooked that a good number of brands invest a tremendous amount of energy and resources into building their trade show booths… I like to recognize those companies that go the extra mile and present something special.”
Over the past 24 months, nParallel grew by 19 percent and was the recipient of many accolades including Find It Top 40 Exhibit Producer Award EXHIBITOR magazine, Best Places to Work Minneapolis/St. Paul Business Journal, 100 Best Companies to Work For Minnesota Business, Four-time Portable/Modular Award Finalist EXHIBITOR Magazine, Innovative and Sustainability Manufacturing Design Awards Minnesota Business, and more.
nParallel supports 75+ clients both locally in the Midwest and nationally. Clients include General Mills, Pearson’s Candy, MegaFood, SunOpta, Nestlé Health Services, Wolters Kluwer, Ergotron, and many others.
nParallel strategically creates, designs, and fabricates dimensional brand experiences for people-facing environments, including trade shows, retail pop-ups, displays/fixtures, corporate lobbies, road shows, and “let’s talk.” To learn more, visit www.nparallel.com.
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