An International focus for the next edition of Alimentaria

The set-up of its organising committee is a sign of the commitment of the food and drink industry and its leading figures to the show.

Alimentaria 2014 is preparing for its next event with a strong international promotion campaign that continues to make the trade fair the most important internationalisation tool for the Spanish agri-food industry. The show, which serves food and drink companies and is in great demand, once again stresses the importance of its international scope and the value of quality brands as effective channels for competitiveness and growth.

Alimentaria 2014 will be held in Fira’s Gran Vía venue, in Barcelona, from 24 to 27 March. The organisers are planning for an expected 60,000 m² net commercial exhibition space, out of which 10,000 m² will be geared towards entertaining and commercially dynamic activities. Preliminary marketing has also been well received by the market, clearly shown in the fact that 34% of the available space has already been hired.

The strategic plan of Alimentaria 2014 is based on the key points employed in the
agri-food industry, the main driving force in Europe’s economy, with the aim of dealing
with future challenges. The show is the most significant promotional and relationship
platform in the food industry, trade and distribution, while the commitment of the
industry leaders can be clearly seen in the creation of the organising committee – an
advisory body defining core strategies – chaired by Josep-Lluís Bonet, also Chairman
of Fira de Barcelona and Freixenet. According to Bonet, Alimentaria’s success lies
in its, “huge professionalism, the high degree of industry knowledge and the
experience built up down the years,” and he also stresses that the committee’s role,
together with the organisers,’ is “beyond doubt.”

Commitment to the industry
Organised by industries, Intervín, Restaurama, Intercarn and Multiproducto will once
again be the leading shows at Alimentaria 2014, along with the International Pavilion,
a significant point of convergence for professionals from every continent. Recent and
newly created initiatives such as the Olive Oil Business Area, Gluten Free Project,
Sweet Business Area and Pizza & Pasta Concept will also work towards capturing
market segments with huge scope and potential for each of the host shows.

For the second edition in a row, the indispensable The Alimentaria Hub will
reinforce its commitment to sustainability, innovation, brand quality, consumer health,
employment in the industry and the conservation of the rural environment, with its
economic potential by virtue of its close ties to gastronomy and tourism.

More specifically, The Alimentaria Hub will again bring together professionals with
direct interests or links to food and drink and will place the emphasis on important core
developments, for instance corporate social responsibility and, the new channels of
digital marketing on social networks via a convention of bloggers specialised in food,
internationalisation and globalisation as well as new formats in retail, among other
themes. Moreover, in 2014 The Alimentaria Hub will strongly focus on entrepreneurs by
facilitating the contact set-up between StartUps and Business Angels, which both share
the interests of the industry.

The successful first edition of The Alimentaria Hub in the previous edition of the trade
fair has lead the organisers to put together an equivalent edition for hotels, catering
and restaurants called: The Gastronomic Hub. From the Restaurama show, this hub
will hold: a gastronomic congress, the gran finale of the Chef of the Year; Spain, Land
of 100 cheeses; the oil tasting and sampling bar Olive Oil Bar and the now-classic
Vinorum.

Widespread satisfaction
Alimentaria 2012 attracted over 4,000 exhibiting companies from 75 countries and
141,826 visitors, with the attendance of international visitors beating every previous
record – 39,792 from 143 different countries, an increase in internationality of 11%.
More than 384 international buyers were invited by the organisers, which in turn gave
rise to 8,000 business meetings.

The evaluation surveys carried out after the show reflected that 7 out of every 10
exhibitors were completely satisfied with their participation and will recommend it to
others. Making new contacts, gaining customer loyalty and attracting key buyers were
most valued by participating companies, who also highlighted the increase in quality
and the international nature of the visitors. These visitors also highly rated Alimentaria
2012, giving it a mark of 4.2 out of 5, while 83% of those that attended stated that they
were very satisfied with their visit. The surveys also outlined the high degree of loyalty:
88% of visitors and 78% of exhibitors confirmed that they will return for Alimentaria
2014.

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