ANUGA 2015: France commands a major presence with 9 national pavilions, 200 exhibitors and 3,000m2

News /

Wednesday 21 October 2015

The 33^rd edition of the global food fair, which took place 10-14 October in Cologne, Germany, has now closed its doors. The event is of major significance to producers and companies in the food and drinks sector and for the 170,000 key trade professionals from Germany and throughout the world in attendance this year.

 

Every two years, the retail, industrial and catering sectors come together for Anuga, the world’s largest and leading food and drinks fair. It is also the world’s leading platform for commerce and information in the food sector, profiling the latest trends for 2015, including vegan products, healthy or “free-from”, convenience foods, halal, organic, ingredients, own-label, vegetarian products, fair-trade and kosher. And for the very first time, vegan products claimed centre stage at Anuga, with 1,000 exhibitors from the total 7,000 exhibitors present in Cologne voting this as a key theme.

France, the fair’s 5^th largest exhibitor in surface area, covered 8 key food sectors

 

As in previous years, France played its part, along with 107 other countries, including Iceland, which made its debut appearance this year. Out of the 250 French exhibitors, 70% were presented under the auspices of the French Pavilion organised by Sopexa, promoting the “Made in France, Made in Love” concept. This year at Anuga, 9 French Pavilions accounted for a surface area of 3,160m² within a total 4,800m² occupied by France. 200 companies opted to exhibit under France’s new Pavilion. In terms of surface area, France ranked 5^th out of 14 major countries noted by organisers, and covered 8 key food sectors.

 

Among these, the Fine Grocery sector implemented a special initiative in the “Events & Cooking Demonstrations” area, promoting the entire range of products from the different French Pavilions across the fair. The event was hosted by the talented chef Charles Soussin, who was tasked with showcasing exhibitors’ products.

9 regions promoted on the French Pavilion:

AQUITAINE (AAPRA), MIDI PYRENEES (ARIA), ALSACE (CCI REGION d’ALSACE), BRITTANY (BRETAGNE COMMERCE INTERNATIONAL), CENTRAL FRANCE, (CENTRECO CENTREXPORT), FRANCHE-COMTE (COMITE DE PROMOTION DES PRODUITS REGIONAUX DE FRANCHE-COMTE), PROVENCE-ALPES COTE D’AZUR, (FRIAA / PACA), LOIRE (SPPL / SERVICE DE PROMOTION AGRO-ALIMENTAIRE DES PAYS DE LA LOIRE) and SOUTHERN FRANCE (SUD DE FRANCE DEVELOPPEMENT)

 

2 meat inter-trade bodies were also in force

Inaporc and Interbev

 

Boosted visibility for the region of Brittany

 

German department store group Galeria Kaufhof launched its “Quinzaine de la Bretagne” promotion, a 2-week long feature focusing on Breton products to coincide with the fair, including sardines, patés and speciality “butter and fleur de sel” biscuits. In-store and on shelf, the promotion featured “Schätze der Bretagne. Bretonische pretiosen”, or “Treasures of Brittany, Gems of Brittany”. This was a great promotion set up by the Produit en Bretagne association, which should help trigger longterm market opportunities on the German market.

“We are very satisfied with the promotion. We began talks with the German department store a year ago and today we are beginning to see the fruits of our collaboration” explained Malo Bouëssel du Bourg, General Director, Produit en Bretagne. The Association tapped into the public’s natural affection for Brittany, with an important German contingency spending their holidays in the coastal areas of the region.

Speciality products from Brittany were therefore promoted across 23 Kaufhof stores, Germany’s leading distributor. The stores were selected on the strength of their gourmet food range. “This is a great springboard to be able to subsequently target the core consumer” commented Malo Bouëssel du Bourg.

The Produit en Bretagne logo was also highlighted in the aisles of Anuga, promoted by Kaufhof throughout the duration of the fair. 25 Breton companies were able to take advantage of this buoyant export market to negotiate new contracts. “Anuga is a go-to fair for anyone wishing to do business in Europe and on a global scale. It is vital that we are here” explained the Director of Produit en Bretagne.