Trade fairs as a catalyst for new trade partnerships

The spring trade fair season gets under way in January. The Import Promotion Desk (IPD) will be represented at five international trade fairs until early March: the International Plant Fair (IPM), Fruit Logistica, Biofach, the International Sweets and Snacks Fair (ISM) and the International Travel Trade Show (ITB). These events allow the IPD team to introduce buyers from the cut flowers, fresh fruit and vegetables, natural ingredients and sustainable tourism sectors to over 100 companies. European companies have the opportunity to get to know the producers and service providers at IPD stands, ask questions about their offerings and begin negotiations. International trade fairs are therefore key networking and matchmaking events that lay the foundation for new trade partnerships.

Great potential of trade fairs

Preparations for these important industry events have been in full swing since last year. The IPD team is well-coordinated and works together closely for optimal organisation of trade fair appearances. This includes developing and designing trade fair stands, selecting and carefully preparing the companies in the IPD programme and inviting European buyers and tourism professionals to the IPD stands. There is also a framework programme for the exhibitors. All IPD companies take part in pre-fair workshops, where they receive targeted training on presentation and negotiation strategies.

Exhibitors are involved in many discussions on fair days, many of which are organised by the IPD team in advance. European companies attend to learn about new companies and offerings or to strengthen existing relationships. Contracts are usually drawn up and signed after the trade fair has come to a close. However, the preparatory work is done during the events – trial deliveries are often negotiated at the fair, or framework conditions for cooperation clarified.

BSO support

The IPD also shares its trade fair expertise with the business support organisations (BSOs) it cooperates with in its partner countries. Many industry associations and export promotion organisations have harnessed support from the IPD to organise country stands at trade fairs. For example, the IPD is currently assisting the Ukrainian food association U-Food with its appearance at the ISM in Cologne.