Ahead of this year’s Anuga fair, two companies shared their experiences and tips for making the most of this annual food and drink showpiece.
The first case study is Nairn’s Oatcakes.
Nairn’s have been baking since 1896 and still use only wholegrain oats grown on the Scottish Borders.
Nairn’s Oatcakes’ Experiences of Anuga
We first exhibited at Anuga in 2013 and it was one of the busiest shows we have ever exhibited at! The UK and Scottish pavilions were incredibly busy which gave the show a great atmosphere. We left the show with the largest number of leads of any show from a real mix of markets. It is a truly international show with buyers, importers and distributors visiting from around the world.
One downside is the sheer size of the show and the ease with which you can get lost if you stray too far from your stand! I believe the UK pavilions were exhibiting some of the best and most innovative products so perhaps there is little need to venture too far.
The Anuga Effect
The main gains were through existing importers we would otherwise not have visited. We did gain some new business but like most shows, the number of leads generated does not always reflect an increase in sales. We have made some valuable contacts and these relationships were cemented over the coming months.
Tips for Anuga this year
Take plenty of business cards and contact report sheets! Know the markets you wish to target and focus on importers / distributors for those markets.
Building up to Anuga 2015 at Open to Export
This piece is part of Open to Export’s buildup to Anuga 2015. Check out our full guide to Anuga 2015 and our other case study with Walker’s Nonsuch for more information and tips.
Topics: Trade Fairs