14 Jul 2014 Food for Africa at IFEA 2014
IFEA 2014 – Africa’s international food and drink exhibition – is said to be attracting exhibitors from all over the world as they prepare to expose their brands to decision-makers from the burgeoning pan-African market who are looking for the latest and the best international and local products in the food and drink sector.
“The recent upsurge in food and drink expos in South Africa is a strong indication of the growing importance of the South African, and indeed the African market, in the global arena,” says Christopher McCuin, Event Director of IFEA.
“We have been extremely gratified by the strong interest in this show, which has all the makings of a truly international showcase of a wide range of the newest products in this sector of our economy. This is definitely the place to be seen for any companies needing a powerful platform – the biggest and best in its category – to grow their order books in this vibrant market.”
IFEA – which is a sister show to the well-established UK-based IFE – is being held in South Africa for the second time. Following its successful launch in 2013, many major retailers reported doing a significant amount of buying across the spectrum of products on show.
IFEA will once again be staged at Sandton Convention Centre, which is ideally located in Johannesburg’s business hub, and takes place from 5 to 7 November.
Exhibitors from Argentina, Belgium, Cyprus, Egypt, France, Greece, India, Italy, Korea, Mexico, Netherlands, Poland, Singapore, Thailand, Turkey, UAE, UK, Ukraine and USA; as well as from South Africa, Cote d’Ivoire, Mozambique and Swaziland have already confirmed participation for IFEA 2014 based on the positive reports and figures that came out of last year’s show.
All country pavilions have been allocated already and we are running a waiting list which continues to grow; whilst limited individual stand availability remains.
Says McCuin: “The fact is that business-to-business exhibitions such as IFEA have long been the preferred platform for engagement, hosting, promotion – and indeed sales growth – by some of the world’s biggest brands. These exhibitions are designed to promote face-to-face marketing while communicating a company’s brand and service offering in a live environment; this is a tried and tested formula that succeeds.
“We don’t believe there are any other platforms that can deliver such high levels of Return on Marketing Investment when used properly – and indications are that IFEA 2014 will deliver above expectations.”
The visitor profile for IFEA includes senior representatives from South Africa and about 40 countries throughout the rest of Africa in sectors that include major retail groups, wholesalers, supermarkets, bakeries, bars, cafes, contract caterers, cost-section caterers, food and drink distributors, fast-food restaurants, hotels, independent retailers, rail, cruise liners, and airlines.
Adding further value to both exhibitors and visitors, IFEA 2014 will feature show extras such as The Skillery, which brings ‘celebrity sizzle’ to the show with culinary demonstrations by renowned chefs covering a range of skills; the Hub, which will feature leading experts presenting local market trends and educational content to visitors in a free-to-attend business seminar programme with insights into the latest food and beverage trends from a panel of experts; and the New Products Showcase, which will feature a display of the latest and best products by exhibitors.
The national finals of the South African Barista Championships will also be held at IFEA for the first time this year, promising theatre, drama and excitement from the country’s leading Baristas.
See more at www.ifea.co.za.