Trade fairs offer lucrative new opportunities for exhibitors and visitors.

This year’s World Organics Trade Fair BIOFACH in Nuremberg for example, boasted 44,591 visitors from 128 countries.

Thousands of natural products were on display and 26 countries presented their organic wines to professional buyers from the wine and catering trade.

A gold medal winning New Zealand 2006 Pinot Noir, Richmond Plains from Nelson, impressed so much that it was served at an international press lunch at BIOFACH.

To find out how your company can benefit from these international events and what you need to know to plan your visit, FMCG talked to trade fair expert Monique Surges, ceo of the New Zealand German Business Association (NZGBA).

What is your role at the NZGBA?

I wear about a zillion different hats! My main role as the official German Trade Commissioner is to foster trade links between New Zealand and Germany.

Now I must stress we are interested in the bilateral trade relationship, so it is just as important to us to help a New Zealand company trying to find a foothold in Germany as it is to help a German company introduce their product in New Zealand. I have a small team of experienced staff and when necessary we can access our major network of German Chambers around the world and regionally in Germany.

Why are international trade fairs important for the New Zealand FMCG sector?

International trade fairs are traditionally the launching platform for new products – in any sector. In the case of food products I think this is even more crucial as we really are talking about a sensory product – taste, appearance, smell are all important selling points that need to be transmitted to the buyer.

In fact there are different platforms to consider in this sector – take kiwifruit for example. To sell kiwifruit in Germany consumers needed to be educated how to eat the fruit before demand was created – so one of the launching platforms for this was ‘Green Week’, a public fair in Berlin. Now, much further down the track, Zespri can focus on the trade buyers so the platform of choice is the international trade fair Fruit Logistica.

Who should visit – and who should consider exhibiting?

The first rule of thumb is: are you buying or selling – please do not go to a trade fair as a visitor with a view to trying to sell your wares. This is a totally unprofessional approach and damages not only your company’s reputation but the country’s reputation as well. Companies producing a product for export are the logical exhibitors. Ideally, supporting them on the stand should be a network of their global sales team.

How can the NZGBA help with a planned visit to a trade fair?

If a company is looking at attending a show for the first time there are numerous pitfalls to be avoided.

The first question is: which trade fair – there are so many and the differences can sometimes be very subtle, so we try to get a better understanding of what the company is looking for and send them links to potentially relevant shows to check out first. Accommodation is notoriously expensive at trade fair time in Europe so one of the areas we focus on is providing links to more reasonably priced, well located accommodation. Visiting a show for the first time is daunting and can be a complete waste of time if there has been little preparation done prior to the show. We generally walk newcomers through the online exhibitor directory and encourage them to make as many appointments as possible ahead of time. Members of the NZGBA, making a first approach to a German company can also obtain a letter of introduction. Never underestimate traditional methods in Europe!

Your top tips for first time exhibitors?

Assuming you have well and truly researched that this is the most appropriate show to attend ...

• come and talk to me

• go and talk to other NZ exhibitors about their experiences – we often connect people, even if their products are quite different - the mistakes that can be made are generally the same

• long-term planning is absolutely essential – plan an investment over at least three cycles of the trade fair

• register before the deadline

• pre-marketing is key – get some research done, have a list of potential targets compiled and tell them all about your company, the product and then what show and which stand they can visit you on – encourage them to make an appointment on the stand

• plan your follow up procedure before the show.

What are the recommended ‘planning time-lines’ for visitors and exhibitors?

For an exhibitor the timelines are 12 to 13 months out. Register and then while you wait for the stand offer get onto researching potential targets. Once a stand offer has been accepted, book your accommodation.

Now take time to consider the most effective stand design and obtain a number of quotes. Then, three to four months prior to the show, get the pre-marketing machine into gear. At this stage you should also have worked out who should actually be representing you on the stand and airfares should be in place.

For a visitor – book airfares and accommodation as far out as possible – I know buyers who put a deposit down for their rooms 12 months out, whilst they were still at the previous show.

Then, three to four months out, start checking the online exhibitor guide and approach companies you would like appointments with. Always purchase your trade entry passes in advance – they are cheaper and this saves you time when you get there.

Which trade fairs are most significant for the New Zealand food and beverage industry?

I can only talk about the shows run by German trade fair organisers – for the fruit & veg sector it’s definitely Fruit Logistica and Asia Fruit Logistica. For the wine industry, Prowein for the finished product, and Intervitis Interfructa for wine production technology. IBA is probably the most important show for the bakery sector and ISM is the one for the confectionery sector.

The trend seems to be moving away from the big generic food shows such as Anuga and is now more focused on specialised shows. I certainly recommend having a look at the German trade fair database www.auma-fairs.com.

• Monique Surges, ceo New Zealand German Business Association.