FRESHCONEX 2008, Europe’s only trade fair in the fresh-cut convenience sector, enjoyed a successful start. The new event offered a focused information and business platform for the industry from 7th to 9th February. 10,000 trade visitors viewed the products and services presented on 2,400m² exhibition space by 62 of the sector’s leading companies from 14 nations. The latest figures from the GfK consumer research institute based in Nuremberg show that convenience products are a new mega trend. Fresh-cut products offer a vast market potential – especially in Germany, which is considered a late starter. The 250 international trade professionals attending the FRESHCONEX Congress in Berlin agreed that this market offers enormous growth potential. FRESHCONEX took place parallel to FRUIT LOGISTICA 2008, which offered the FRESHCONEX target group a unique benefit in that they were also able to gain a comprehensive overview of the producers of their raw materials, as well as facilitating sourcing and ordering.

Exhibitors praise the trade fair concept and contact opportunities

Primary objectives for FRESHCONEX exhibitors included gaining new customers, presenting their companies and maintaining business contacts. Three-quarters of exhibitors were generally satisfied with the outcome of their participation at FRESHCONEX. 83% said they would recommend the trade fair to business associates and colleagues. 87% said they planned to return for FRESHCONEX in 2009.
The initial statements from exhibitors expressed a great deal of satisfaction with the new trade fair. Carsten Estl, of the Marketing Department of the German-Dutch Chamber of Commerce: “Exhibiting at FRESHCONEX was clearly the right decision for our ten companies form the Netherlands. The success of the event was evident within the first two hours after it opened”. Thomas Schneiter, Managing Director of Eisberg, Switzerland: “This trade fair platform is something we desperately needed in Europe. We are uniquely positioned here and can focus on B2B. We met with all our key customers and also managed to reach the new ones we were aiming for. A number of buyers from top German food retail chains were here”. Ernst-Dieter Eckhoff, CEO of Convenience AG, Germany: “The visitor contacts were very good –in terms of both quantity and quality”. Martin van Lier, Sales Manager, Hessing Supervers, Netherlands: “All our Dutch customers were here – without exception. This will definitely help me reduce my travel time this year”. Karen Murphy, Marketing Manager, Agricoat, United Kingdom: “The number of visitors was amazing. We've been exhibiting at FRUIT LOGISTICA for eight years, but the first day at FRESHCONEX was by far our most successful ever at a trade fair”. 

High level decision-making authority

Trade visitors came primarily to FRESHCONEX to find out about new products, establish contacts, meet new suppliers and obtain a general overview of the market. Four-fifths of the trade visitors said that they achieved these objectives. In addition to the fresh-cut products, packaging/labelling and processing technology were high on the list of visitor interests. 76% of trade visitors came from outside Germany. Most of the foreign visitors came from EU countries, primarily Italy, Spain, France and the Netherlands. Most of the trade visitors identified themselves as fruit and vegetable growers, importers/exporters, or wholesalers and retailers. 74% of the trade visitors hold top positions in their companies. In addition, 82% of trade visitors stated that they play a role in purchasing or procurement decisions in their companies.
In terms of the commercial benefits of attending the trade fair, 96% of the trade visitors reported positive results. 24% said they had completed business transactions, while 71% were able to establish new business contacts. In addition, 66% of trade visitors anticipated further negotiations and business deals to follow as a result of the contacts made at the trade fair. 92% rated the spectrum of products and services on display at FRESHCONEX from satisfactory to very good. Nine out of ten trade visitors (93%) expressed a good or very good overall impression of the trade event. 92% would recommend FRESHCONEX to their colleagues or business associates. Finally, 84% of all trade visitors said they planned to be back for the next FRESHCONEX. 

250 industry experts took a critical look at market opportunities

Market analyses, opportunities and prospects for the fresh-cut convenience sector were the focus of the first FRESHCONEX Congress with around 250 trade professionals from Europe and beyond. The congress focused on developments in two key sectors of the industry: food retail and food service. An important outcome of the congress applies to both sales channels for fresh-cut products: product quality is key, and in many cases, needs to be improved. Bill Davies from the British food retailer, Marks and Spencer, called on fruit and vegetable growers to start with the seeds and create special varieties for convenience products. All of the congress participants agreed that the European market offers enormous growth potential for the fresh-cut segment.

Next event: 5 – 7 February 2009

FRESHCONEX 2008 was organised by Messe Berlin GmbH in cooperation with Eurofruit Magazine, the world's leading organiser of fresh produce conferences. Eurofruit Magazine also organised the FRESHCONEX Congress in cooperation with the United Fresh Produce Association (USA). The next FRESHCONEX will take place parallel to FRUIT LOGISTICA 2009 on 5th to 7th February 2009 at the Berlin Exhibition Grounds.