Anuga: generates international business momentum

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The 31st Anuga came to a close on Wednesday after five days of intense activity. More than 155’000 trade visitors from 180 countries came to Cologne to experience the product range presented by the event´s 6’596 suppliers from 100 countries.

The 31st Anuga  came to a close on Wednesday after five days of intense activity. More than 155’000 trade visitors from 180 countries came to Cologne to experience the product range presented by the event´s 6’596 suppliers from 100 countries. «Anuga 2011 is the world´s most important trading platform for food and beverages – this was once again confirmed by the activity at the trade fair», said Gerald Böse, Chief Executive Officer of Koelnmesse GmbH. «In its role as a summit meeting of the international food industry´s leading professionals and government officials, Anuga also plays a key role when it comes to addressing the sector´s current agenda and the topics of the future». With its commitment to the quality and safety of food and beverages, the sector established a clear position. The importance of quality was emphasised by Guido Westerwelle, Germany´s Foreign Minister, who was on hand to officially open Anuga together with Francesco Saverio Romano, Italy´s Minister of Agriculture. «We should not ask only what something costs, but also what it is worth to us», said Westerwelle. Romano was clearly delighted by the very successful presentation by Italy, Anuga´s partner country, which more than lived up to its culinary reputation with over 1’000 suppliers.

A decisive factor for the success of Anuga and the positive mood in the trade fair halls was the high degree of decision-making authority of the buyers who visited the event. High-ranking decision-makers from the German and international trade were registered, as were leading importers. There was also a strong turnout by the target group of buyers from the food service and catering sector and the hotel trade, which this year had been addressed even more extensively.

«Whether we are talking about organic food, fair trade or products for small households, the exhibitors at Anuga presented innovative products that ideally satisfied our customers´ wishes. The consumers can look forward to enjoying new products from all over the world», concludes Friedhelm Dornseifer, President of the Federal Association of the German Retail Grocery Trade (BVL). «The trade and the politicians agree that the trend towards appreciation of good food will continue to grow in importance. In particular, the supermarkets with big product ranges and self-service departments are gaining market shares», said Dornseifer regarding the success of the trade fair.

«Food products ‘Made in Germany’ are in demand around the world», said Jürgen Abraham, Chairman of the Federation of German Food and Drink Industries (BVE). «Anuga provided the industry with an impressive platform for presenting the safety and quality of our sector´s products. Foreign customers have strong trust in the German food industry. We must use this momentum to make it clear to the critical German public as well that we have a unique range of food products – produced, monitored and inspected in line with the highest standards».

«The ‘Dehoga Catering Marketplace powered by Metro’ once again turned out to be the sector´s main communication and information platform», commented Ingrid Hartges, Managing Director of the German Hotel and Restaurant Association (Dehoga). «The trade fair´s success is a further confirmation of how important Anuga is for our sector. The new concept for Anuga FoodService, in particular, makes the trade fair even more attractive for the catering sector. And the Forum for System Catering, with the exciting ceremony honouring the winner of the 10th National Apprentice Award for System Catering, was a great success».

Excellent turnout of high-ranking international trade visitors

With over 155’000 registered buyers, the visitor turnout was slightly higher than that of the previous event (2009: 149’349). Once again, visitors from abroad accounted for 62 percent of the total turnout. There was a modest increase in the attendance of visitors from Germany, and the number of registered buyers from Eastern Europe, Central America, South America and Asia was considerably higher.

All of the exhibiting companies reported excellent contacts with business partners from all sales channels – and these business partners were high-ranking decision-makers. This was also confirmed by the preliminary visitor survey: almost 70 percent of the visitors surveyed described themselves as decision-makers with regard to purchasing or participants in purchasing and procurement decisions at their companies. Many new contracts were signed at Anuga, and the exhibitors also said they anticipate good post-fair business. The suppliers are essentially assuming that their companies´ share of exports will continue to grow in the coming years. They all agree that Anuga plays a key role as an international trading hub.

Italy, the Anuga 2011 partner country, expertly presented a broad spectrum of its culinary offerings and achieved great success. With 1’057 companies, Italy accounted for the largest contingent of foreign exhibitors at this year´s trade fair – as was the case in previous years as well.

The new trade fair ‘Gusto Italia’, which will stage its debut in June 2012, will also put the spotlight on Italy. The event, which was conceived as a purely B2B trade fair, will take place from 24th to 26th June 2012 and present only Italian food products and beverages. Its core target group consist of buyers from the trade and the catering sector from Germany, Austria, Switzerland and the Benelux countries.

Anuga kicked off with a top event on Friday, 07th October 2011 – the Anuga Executive Summit, where Paul Bulcke, CEO of the Nestlé Group, and Markus Mosa, CEO of Edeka Hamburg, addressed the topic «Globale Herausforderungen, lokale Lösungen – Strategien für unsere Zukunft» (Global challenges, local solutions – strategies for our future).

On 09th October 2011, high-ranking representatives from the areas of politics, business and international organisations discussed approaches to the global challenge of ensuring food security under the main topic «Food Security: A Global Challenge for Business Leaders and Governments». The event was officially opened by Ilse Aigner, Germany´s Minister of Food, Agriculture and Consumer Protection.

Together with partners from the trade and training professionals, the BVL presented an event titled «Retail Forum – Food – Quality – Value». In cooperation with the Bundesverband Deutsche Tafel (National Association of Food Banks in Germany), the BVL presented ways in which surplus food can be used sensibly. In addition, the latest figures on damage and spoilage in the German food trade were presented for the first time.

This year the BVE´s new study «Consumers´ Choice» addressed the topic «Consumer focus on food quality». The BVE and Germany´s Federal Ministry of Food, Agriculture and Consumer Protection (BMELV) jointly organized the presentation. The matchmaking programme and the «German Traders´ Night» also attracted strong interest.

The new specialized trade show Anuga FoodService, a further development of Anuga CateringTec, celebrated its debut, presenting not only technical equipment for professional kitchens but also food and beverage products. In combination with a sophisticated programme of information and entertainment, the new concept for Anuga FoodService impressed exhibitors and visitors alike. The highlights included the finale of the professional chefs´ competition «Chef of the Year», which was won by Sebastian Frank, chef de cuisine at Restaurant Horvath in Berlin.

Further prizes presented at Anuga 2011 were the «Golden Ice Crystal», the meat industry´s «Lifetime Award», the «Creative Award» for the best cheese shop in Germany, and the renowned «Ecotrophelia Award». Also taking place in Cologne were the final round of the «Grips + Co» competition for young professionals and the presentation of the tenth National Apprentice Award for System Catering by Dehoga. And for the first time ever, the Wirtschaftsvereinigung Alkoholfreie Getränke (German Association for Non-Alcoholic Beverages) and the German Agricultural Society (DLG) jointly presented awards for refreshing drinks.

Anuga Gourmet Festival

The city of Cologne also showed off its attractions during Anuga. From 04th to 14th October, «Enjoyment for all the senses» was the motto once again in the centre of Cologne, where restaurants and retailers invited everyone to enjoy a very successful programme of activities focusing on culinary delights.

Anuga facts and figures

Anuga 2011 was attended by 6’596 companies from 100 countries, which occupied a gross exhibition space of 284’000 square metres. The total number of exhibitors included 812 exhibitors and 82 additionally represented companies from Germany and 5’518 exhibitors and 184 additionally represented companies from abroad. A total of 86 percent of the exhibitors came from abroad. Over 155’000 trade visitors from 180 countries attended Anuga 2011, and 62 percent of the visitors came from abroad. «Gusto Italia» will take place from 24th to 26th June 2012. The next Anuga will take place from 05th to 09th October 2013.