Serving ample opportunities in F&B

AN impressive line-up of refreshed buyer programmes and rebranded key visuals are expected at THAIFEX-World of Food Asia, Asia’s leading F&B trade show, to deliver an even stronger focus on business quality trade deals and networking opportunities.

Jointly organised by the world leader in food and food technology events, Koelnmesse, along with Thailand’s Department of International Trade Promotion and the Thai Chamber of Commerce, THAIFEX-World of Food Asia will return in its 15th edition as the largest satellite show of the world’s foremost F&B exhibition, Anuga, for the Asian market.

Apart from featuring an international line-up of exhibitors, the revitalised show will boast an expanded and improved VIP Guest Service to enhance the facilitation of trade and commerce. The programme will also be extended to five dedicated trade days — up from three last year — to devote more time and open up more opportunities for business. Revamped targeted programmes and thematic showcases also aim to propel businesses up the value chain.

These renewed programmes will be accompanied by new key visuals that reflect today’s contemporary Asia and the inspiration behind the new THAIFEX-World of Food Asia. The refreshed design will feature 11 product icons highlighting the exhibition’s reorganised trade shows, and the fresh red and white palette represents the trade show’s enduring association to its internationally acclaimed parent exhibition, Anuga.

“THAIFEX-World of Food Asia has consistently delivered business success for visitors. The record-breaking 55,111 visitors to last year's exhibition stand testament to the show’s ability to provide businesses with the best opportunities to rub shoulders with decision-makers of major food-buying channels,” says Mathias Kuepper, managing director, Koelnmesse.

“Asia-Pacific is a hotspot for F&B investments. It is poised to be a key market for future export growth and we want to be enablers and facilitators of this. Our commitment to innovate and continue leading the industry in the face of changes in the market is the driving force behind our revamp and rebranding efforts. From extending the number of trade days, boosting our VIP programme, to our new vibrant brand visuals — these changes reflect our goal of curating the ultimate trade show experience for everyone.”

Greater opportunities to grow business
Investments have been made to increase the spotlight on business as the top priority in the upcoming event. In the 2018 edition, THAIFEX-World of Food Asia’s enhanced VIP Guest Service will feature two tiers of services for visitors to enjoy greater access to highly focused networking engagements for business success.

Under the first tier of service, 1,000 buyers will be selected to receive the VIP Guest Badge. The badge will entitle them to exclusive access to the THAIFEX Guest Club, complimentary food and beverages, free concierge and work station services. Importantly, the badge will also grant buyers access to pre-event online business matching services, which will allow them to search, connect and pre-arrange meetings with exhibitors.

Returning after a successful introduction last year, the Hosted Buyer Programme will constitute the next tier of service in THAIFEX-World of Food Asia 2018. On top of enjoying the benefits of the VIP Guest Badge, an additional 2,000 international buyers will also be chosen to be hosted by the organisers and will receive fully sponsored flights and accommodation for the show. Of these top buyers, 200 will be handpicked and designated slots to meet international exhibitors across selected product-specific networking sessions, while also being hosted on the show floor.

With Hosted Buyer Programmes by Koelnmesse and the Department of International Trade Promotion, THAIFEX-World of Food Asia 2018 will see 2,000 top buyers benefiting from the boost to business and trade opportunities. According to the organisers, this select group will reflect the largest ever contingent of buyers hosted by organisers to an F&B trade show. Last year’s show saw 100 buyers from Indochina and this number looks set to increase next year with the expanded VIP programme.

Additionally, almost US$50 million worth of spot orders were closed on the show floor in just three trade-only exhibition days during THAIFEX — World of Food Asia last year, the organisers revealed.

Special curation
To deliver the ultimate exhibition experience, 11 masterfully-crafted trade shows, reflecting specific industry trends and evolving customer palates, will also make their debut. The improved concept is expected to engage visitors in more impactful, current and relevant business conversations and transactions.

Attuned to the industry’s need for insights into fast-growing food trends, four special shows have also been curated this year. Together with the THAIFEX taste Innovation Show (which showcases revolutionary food products to intuitive product designs), the THAIFEX Special Shows will also feature the Halal, Organic and Franchise showcases.

Other activities not to be missed at THAIFEX-World of Food Asia 2018 include the innofood Asia Conference, the 4th Celebrity Coffee Bar, the 7th Thailand Ultimate Chef Challenge, as well as focused themes such as the impact of disruptive technologies and regulatory frameworks, innovating for the future in F&B, the mobile imperative in marketing and branding, and rethinking food supply chains.

Over 2,000 international exhibitors are set to occupy all 11 halls spanning 107,000sqm of the IMPACT Exhibition and Convention Center in Bangkok at THAIFEX-World of Food Asia from this year.