Field Notes from California: Tasting, Learning, and Dreaming at Expo West

Earlier this year, I traveled to California with Jam, our Master Glacier, for a whirlwind four-day trip with two big goals: to sample what the U.S. market has to offer in plant-based frozen desserts, and to attend the Natural Products Expo West in Anaheim.

After spending nearly three years developing our plant-based base—tweaking, refining, and finally getting it to a place we felt proud of—we were eager to see how it stacked up. Where better to test it than California, a place known for setting the tone in health-forward and innovative food?

We flew in Tuesday afternoon, just a day before the expo kicked off, and left on a red-eye flight Friday night. Between those bookends, it was go-go-go: tasting, learning, connecting, and yes, eating. A lot.

The Expo: Where Natural Food Dreams Gather
For those unfamiliar, Natural Products Expo West is the largest trade show in the U.S. dedicated to natural, organic, and better-for-you products. It’s held every March at the Anaheim Convention Center, just next door to the original Disneyland. The event covers three major sectors: natural food, natural beauty/body care, and health supplements.

We had high expectations going in—friends had warned us about the size and energy—but it still managed to blow us away. After a 30-40 minute wait to exchange our badges, we stepped into the food section and were immediately swept up in the buzz. Brands were offering full-size samples, attendees were juggling tote bags and tasting spoons, and there was a palpable sense of excitement for what’s next in food.

We discovered companies making everything from natural food colorings to cutting-edge flavor extracts, and met ingredient suppliers from across the globe. It was inspiring to see how much innovation is happening in the natural food space.

One of the highlights was visiting the Impossible Foods and Beyond Meat booths—located on opposite sides of the hall—where we sampled chef-created tapas made with their latest products. Delicious and filling, it turned out to be our unofficial lunch.

What surprised us most was the sheer enthusiasm for natural products. As I told friends afterward, just being there gave us a boost of optimism. The show makes you feel like you’re part of something bigger—an ever-growing movement toward a more sustainable and health-conscious food system.

A Taste Test Across California
Outside the expo, we set out to taste as many plant-based frozen desserts as we could—visiting three to four ice cream shops a day and grabbing whatever we could find at four major grocery chains.

I know I might sound biased here (and that’s okay), but honestly, we found that many of the plant-based options currently on the market fall short of replicating the texture and richness of dairy-based ice cream. Unless you have dietary reasons to avoid dairy, many of these simply wouldn’t be your first choice.

That said, there was one brand we felt came close—great texture, and solid flavor. Jam still felt our flavor development was stronger overall, but it was refreshing to know we weren’t the only ones trying to close that gap between plant-based and premium.

The Flavor Gap: East Meets West
This trip also helped highlight something we’ve discussed before as a team: the difference in flavor preferences between American-style ice cream and what we’re used to back home.

In the U.S.—especially in California—flavors tend to be bold, immediate, and indulgent. There’s a rich, savory mouthfeel that hits you right away. In contrast, our approach tends to focus on a start-middle-finish experience. We value the way a flavor unfolds, the balance across the tasting journey, and the aftertaste just as much as the first impression.

This was eye-opening for Jam, and it helped him better understand what our R&D partner Mai (who grew up in California) had been trying to convey. If we ever decide to launch stateside, these regional differences will be important to consider—flavor isn’t just about ingredients, it’s about culture, too.

Looking Ahead
Although it was a short and jam-packed (pun intended) trip, we came away with so much. We gained confidence in how our product compares to others on the market, learned more about American consumer preferences, discovered new ingredients, and felt the energy of a food community passionate about doing better—for people and the planet.

Best of all, we had a chance to step back and reflect on how far we’ve come. This year is all about scaling up—bringing our plant-based frozen line to more people, more places.

We’re excited. And we’re grateful to be part of this movement, alongside so many others working to reshape the way the world eats.