1997 Ad

Cologne, Germany -- The gigantic Anuga Food Trade Fair, held here every other year and managed by KolnMesse, set new records in 1997 in bringing food executives together from all over the globe.

This year's fair attracted 195,000 attendees from 150 countries. Attendance was up 3 percent over that of the last show, with foreign visitors accounting for more than 40 percent of the total. More than 6,500 food manufacturers and suppliers from 103 companies exhibited samples of their products in 14 exhibit halls.

Federal Chancellor Dr. Helmut Kohl and Wilhelm Niedergoker, executive director of KolnMesse, presented keynote opening addresses, which then were followed by a visit to the exhibit halls.

"The key to success in the food markets is quality, safety and reliability," Kohl told attendees. "It is the foundation of the trust of the consumers. This trust must be repeatedly earned anew."

While the show furnished a serious environment for conducting business, a festive air was also apparent as manufacturers offered their food products and beverages.

Major trends showcased in the programs and exhibits dealt with business expansion and the globalization of food preferences. American, Indian, Asian and Mexican foods were identified as key consumer preference trends. Healthful and safe foods and the continued demand for convenience products also were addressed throughout the show.

The trend toward more convenience drew attendees toward exhibits featuring new kitchen technology as well as food and beverage vending and services. Seminars during the fair explored such operational topics as "Top Performance Calls for Focused Marketing," while others offered insights into more efficient management.

The Forum for System Catering and Anuga's VIP Lunch programs presented topics on international catering, global expansion and communications. drawing more than 500 participants.

Foodservice activities at this year's Anuga fair were increased under the direction of Christian Ehlers, executive director of Dehoga, the German Restaurant Hotel and Catering Association. The German foodservice industry today can be divided into two groups: 20-percent multiunit chain operators and 80-percent independent operators.

Anuga and Dehoga also hosted the Gastro Food Forum, which proved to be one of the centerpieces of foodservice activity at the fair. Special programs which were presented by The Culinary Institute of America, included American-style menu and recipe development. The CIA team was led by Fritz Sonnenschmidt C.M.C., culinary dean for the CIA. Eurotoques the Union of European Chefs also were featured participants in the culinary program.

Foodservice-specific exhibits were spread out throughout the designated product halls. Many companies that merchandise to both the retail and foodservice markets featured combination exhibits. It was not surprising that many manufacturers were interested in marketing their products in the United States.

U.S. manufacturers were well-represented at the fair along with American product promotion groups and associations. A large number of American importers combed the exhibits for new product lines to market here. At the same time a contingent of representatives from international chains worked the show in search of new sources for products.

It is clear that continued growth of international chains offers manufacturers global opportunities, in both equipment and food, and major international manufacturers are developing programs to follow their customers as they expand around the world. For example, R. Tracy Thomas, who heads up the global foodservice business unit for Nestle Worldwide, said he is bringing his American marketing knowledge to their strategic development in foodservice.

Anuga will be held again in October 1999. Because of the large attendance, reservations in advance are recommended. It is advisable to bring good walking shoes as well as a camera for photographing the new food products, equipment and terrific food displays.

COPYRIGHT 1997 Reproduced with permission of the copyright holder. Further reproduction or distribution is prohibited without permission.
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