Marked increase in trade visitors at FRESHCONEX 2011 - Feb 14

Final Report






11,000 trade visitors focus on fresh produce convenience market





Berlin, 14 February 2011 – The fourth edition of FRESHCONEX attracted a significantly higher number of trade visitors. From 9 to 11 February 2011, more than 11,000 industry experts from all continents (2010: 7,000) obtained a concentrated market overview of products and services offered by 100 exhibitors from 18 countries. This represents a 57% increase in trade visitors. Europe's only trade fair for trend products from the fresh produce convenience segment was distinguished by the international scope of the trade visitors and the presence of top-level decision-makers. The FRESHCONEX Business Forum, an integral part of the three-day trade fair, presented information on the latest trends in fresh convenience products. The Business Forum is organised by Fresh Convenience Magazine (GB) and the United Fresh Produce Association (USA). FRESHCONEX 2011 was held at the Berlin Exhibition Grounds in conjunction with FRUIT LOGISTICA 2011, the leading trade fair for the international fresh produce business.



Exhibitors highly satisfied with achievement of trade fair objectives



Most FRESHCONEX exhibitors participated in the trade fair to meet new customers, present their companies and build their image, strengthen existing customer relations and present information to an audience of trade specialists. Nearly all exhibitors reported that they were very satisfied with their achievement of these objectives. More than 84% reported positive results from their participation at the trade fair. Although the main focus of the trade event is not on business transactions, around 40% of FRESHCONEX exhibitors managed to achieve new orders. More than 82% of the exhibitors said they expected very good or at least satisfactory post-trade fair business. An equal number said they would recommend FRESHCONEX to colleagues or business associates. 85% of exhibitors said they planned to be back for FRESHCONEX 2012.



Positive business results for 95% of trade visitors



More than 82% of FRESHCONEX trade visitors came from outside Germany. Most were from EU countries (75%), primarily Spain, Italy and the Netherlands. 5% travelled to Berlin from other European countries, 8% from the Americas, 6% from Africa, 5% from Asia and 1% from Australia and Oceania. Some 76% of the trade visitors at FRESHCONEX hold senior positions in their companies as managing directors, authorised officers or department heads. 73% said they have a significant influence on purchasing or procurement decisions within their organisations.



Trade visitors from the fresh convenience food industry identified themselves as wholesalers or retailers, representatives from the import/export trade, and fruit and vegetable growers. Most of the trade visitors to FRESHCONEX were there to establish contacts or meet new suppliers, find out about new products, monitor the market and keep an eye on competitors. Their main focus was on fresh convenience products and processing technologies, food quality and safety, and specialised product packaging.



89% of trade visitors assessed the range of products offered at FRESHCONEX 2011 as very good or good; 10% considered it satisfactory. 73% managed to establish new business contacts. The vast majority (95%) of trade visitors gave a positive assessment for their business results at the trade fair. One-third of the trade visitors reported concluding business transactions during the trade fair. 65% of trade visitors anticipate further negotiations and business transactions to follow as a result of the contacts made at the fair. 92% said they would recommend FRESHCONEX to their colleagues or business associates.



Statements from FRESHCONEX 2011 exhibitors



Christèle Demeunynck, Sales Manager, Cellpack Packaging: “Our trade fair debut at FRESHCONEX was a big success. We were able to meet nearly all of our customers from the Americas and Africa here. This really helps us save a lot on travel expenses.”



Herman Schepers, Managing Director, Deliva: “FRESHCONEX gives us the opportunity to meet all four of our key customer groups at one location: the food service industry, B2B, B2C, and the food retail industry. This is the ideal place to strengthen existing contacts and develop new sales markets, particularly on an international level.”



Pavel Stobba, Sales Manager, Fructofresh: “We don’t have to travel far to reach FRESHCONEX from Poland, and we are able to meet our most important customers from the high-end restaurant sector. Our premium fruit salads and mixed fruit are also bringing us increased attention from food retailers. This makes an attendance at FRESHCONEX an absolute must very year.”



Koos Ruijgrok, European Sales Manager, HiFi Industrial Film: “This was our first time at FRESHCONEX and we are surprised at the number and quality of new business contacts. We managed to meet with key representatives from the fruit and vegetable packaging industry here.”



Scott Woolfert, Managing Director, Sealed Air: “It’s our first time at FRESHCONEX, and we are delighted by the discussions with representatives from the fresh produce packaging industry. In our opinion, no other trade fair offers such a concentrated focus on this market.”



Next date: 8-10 February 2012



FRESHCONEX 2011 was organised by Messe Berlin GmbH in cooperation with Fresh Convenience Magazine (London). The next edition of FRESHCONEX will take place in conjunction with FRUIT LOGISTICA 2012 at the Berlin Exhibition Grounds on 8-10 February 2012.