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A Watermelon Basil Refresher? A frothy Strawberry Matcha Latte? An... IV? Beverage culture is exploding, and exhibitors are turning to unique hot and cold non-alcoholic sips to deliver deliciousness along with engagement throughout their trade show programs. Here are some of our favorite flavors and activations. 

Across the sea of culinary items presented at the 2026 Summer Fancy Food Show in New York City (June 28-30), nearly 1,000 of them officially debuted at the event.

Things are moving fast in trade shows and events, and we love being in the middle of it all. Over the past six months, EM’s team has logged in tens of thousands of steps around top shows across the nation. We sampled, shot hoops, and made perfumes, and, of course, mostly scouted the floor for […]

From precision medicine to cell therapy and advanced diagnostics, oncology is rapidly evolving, improving patient outcomes and bringing hope. At the American Society of Clinical Oncology (ASCO) 2026 Annual Meeting, which took place at McCormick Place in Chicago May 29 through June 2, science was paramount but another narrative was just as important—celebrating patients, clinicians […]

The brand trip is evolving. It’s no longer just about whisking away influencers to a luxury destination for a vacation filled with product sampling, demos and gifting. Now, brands are collaborating with content creators on summits that fold them into the marketing engine as brand ambassadors and partners. The itineraries are stacked with brand-focused educational […]