American Coating show 2026

Heading into the American Coatings Show (ACS) 2026, there was a real sense of excitement across our team. We were eager to see the level of attendance, the interest at our booth, and the types of conversations and opportunities that would come from the event.

Preparing for the Show

While ACS itself spans just a few days, preparing for it is a much longer journey. Our planning began months in advance, starting with booth design and logistics. To keep things efficient and consistent, we leveraged booth designs and management partners already used by other North American Croda business units. This allowed us to focus more energy on how we wanted to engage with customers, rather than reinventing the operational wheel.

In the weeks leading up to the show, preparation shifted toward ensuring the team was ready, both technically and commercially. We also developed a clear strategy for lead generation and identified the companies we most wanted to connect with.

Once on-site, the focus became execution, making sure everything ran smoothly, supporting the team, and staying agile as conversations and opportunities unfolded.

First Impressions on the Show Floor

Walking onto the ACS show floor always leaves an impression. The scale, the energy, and the sheer diversity of companies and innovations all in one place is striking. It is a powerful reminder of how dynamic and competitive the coatings industry is and how important it is to be visible and actively engaged within it.

Conversations That Matter

At our stand, the most valuable conversations centred on customer challenges and how Croda’s portfolio could support them. There was strong interest from visitors who wanted to better understand where we sit in the value chain and how our technologies can help solve formulation challenges.

In particular, we saw significant engagement around our sustainability-focused ECO range, as well as our Maxemul™ series. Many formulators were looking for solutions to overcome specific technical hurdles, especially in resin development, and these products generated meaningful discussions and promising leads.

The Value of Face-to-Face Interaction

Events like ACS reinforce the importance of in-person engagement. There is a level of immediacy and authenticity that simply cannot be replicated through emails or virtual meetings. You can read reactions in real time, adapt your message, and build trust more quickly. These conversations tend to be richer, more nuanced, and ultimately more productive.

A Different Kind of Day

Exhibiting at ACS is very different from a typical working day. It is fast-paced, intense, and requires constant adaptability. Instead of structured meetings, you are engaging in a continuous flow of conversations, often switching rapidly between technical deep dives and high-level business discussions with different audiences.

What People Do Not See

From the outside, it might look like standing at a booth and talking to visitors, but the reality is much more demanding. A successful exhibition day requires significant preparation, sustained energy, and constant attention. You are representing the business at all times, managing multiple conversations, capturing key details for follow-up, and ensuring every interaction counts.

Was It Worth It?

At the end of the day, what makes all the effort worthwhile is the quality of the connections made. Strengthening existing relationships, discovering new opportunities, and seeing genuine interest in what we offer is incredibly rewarding. These interactions help drive the next steps and future collaborations.

Final Thoughts

If I had to summarise my ACS 2026 experience in a few words, it would be: fast-paced, engaging, and innovative.

For Croda Industrial Specialties, ACS provided a valuable platform to connect with customers, showcase our capabilities, and demonstrate how we can support the evolving needs of the coatings industry.

If you would like to learn more about our solutions or discuss how we can support your formulations in more detail, please feel free to get in touch. I would be happy to continue the conversation.