alimentaria 2012 is promoted around the world with its ambitious international expansion plan....

98Foodmeat dicembre 2011 / Gennaio 2012

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Alimentaria 2012 is promoted around the world with its ambitious international expansion plan

arcellona (Spagna). One of the core themes of the next

edition of Alimentaria will be in-ternationalisation; Alimentaria Ex-hibitions, the event’s organising company, is developing commer-cial action plans and promotion worldwide, with support, along-side other activities, in the agree-ment with the main organisations for promotion overseas and pres-ence at top events. The show will take place from 26 to 29 March, 2012, in the Fira de Barcelona’s Gran Vía venue.Alimentaria Exhibitions has just concluded a collaboration agree-ment with ACC1Ó in which the sup-port agency for the Catalan com-pany’s competitiveness will help to raise the profile of the show, particularly in emerging markets. This alliance’s sphere of influence is found in the following countries: Singapore, Malaysia, Thailand, Hong Kong, Taiwan, Japan, and the Arab Emirates. Additionally,

thanks to the Catalan Wines USA Platform, specific activities will be carried out in the US wine market, to raise awareness of Alimentaria and the Intervin show, with events in Boston and Atlanta.The business promotion centres (BPCs) provided by ACC1Ó aim to reaffirm and reinforce aware-ness of, and interest in, Alimen-taria worldwide. One of the main roles of these offices will be to gain potential professional visi-tors and future participants in the business meetings organised by Alimentaria via the Hosted Buy-ers programme, which invites buy-ers from the field of distribution and imports/exports to the show to set up contacts with exhibiting companies.An example of the show’s expan-sion is the work carried out in ar-eas such as Southeast Asia and the Middle East; as outlined by the opinion of the director of CPN Dubai, Elie Anbar, “After a num-ber of years working together to promote the show and attract im-portant buyers to the area, Ali-mentaria, considered one of the most important shows in Europe, is now known around the Middle East”. Similarly, Jordi Maluquer de Motes, the director of CPN Sin-gapore, has shown great enthusi-asm for having been able to col-laborate with Alimentaria and work on promoting it. He believes that, despite the relatively low lev-el of awareness Southeast Asian companies have of the Spanish business industry, “Alimentaria is one of the few exceptions giv-en that many Asian food and drink

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The show maintains close ties with ACC1Ó, the support agency for the Catalan company’s competitiveness in its internationalisation strategy.

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distribution companies know, and have visited, the show”.Alimentaria is also supported by: Amec (Spanish acronym for the Multi-sector Business Associa-tion) to promote the show in Chi-na through its Shanghai office, and the Spanish Chamber of Com-merce in Miami, in charge of pro-moting Alimentaria 2012 in the global US market and forming a key part of the International Pro-jects developed by the show.

presence around the worldWith the aim of consolidating and increasing international exhibitor presence at Alimentaria and pro-moting the participation of com-panies from markets with diffi-cult access, the show’s organisa-tion has unequivocally opted for the new coverage in the follow-ing geographical areas: Russia, the Ukraine, Belarus, Kazakhstan, Malaysia, Australia, New Zea-land, Saudi Arabia, the United Ar-ab Emirates, Lebanon, Jordan and Morocco.As a result, Alimentaria has de-cided to expand its network of in-ternational commercial agents spread over five continents and currently spanning a sphere of in-fluence of close to 50 countries; to be precise, it has increased the number of agents by 20% with re-gard to the 2010 edition. Further-more, the show has developed different types of communicative tools, most notably the 20,000 commercial brochures oriented towards the exhibitor and trans-lated into five different languag-es: Spanish, English, French, Jap-anese and Chinese.In line with this market expansion, over recent weeks members of the Alimentaria organisation have held a series of interviews in Ma-drid with representatives from the Thai, Greek, Mexican, Ecuadorian,

Hungarian, Turkish, Brazilian, Chil-ean, US, Philippine, and the Neth-erlands embassies to promote the show in their countries and to attract their participation. Conse-quently, it is anticipated that over the coming months new contact with other delegations of interest will be established.

promotion of the industry’s main showsOver the last few months the pro-file of Alimentaria has been raised on a global scale at the industry’s main events, strengthening and consolidating the show’s interna-tionalisation. Since September 2010, the show has been promot-ed at: World Food Moscow (Mos-cow, Russia), SIAL (Paris, France) Equip Hotel (Paris, France), ISM (Cologne, Germany), Biofach (Nuremberg, Germany), Gulf Food (Dubai, the United Arab Emirates), Foodex (Tokyo Japan), Prowein (Düsseldorf, Germany), European Seafood (Brussels, Belgium) and Tutto Food (Milan, Italy). Over the coming months Alimentaria will be present at Vinexpo (Bordeaux, France) and Anuga (Cologne, Ger-many), among others.Furthermore, the show is develop-ing an international media promo-tion plan that will feature in over 150 publications - industry refer-ence points - as well as holding

an international press conference this coming autumn in Barcelona, which will join specialised journal-ists from around the world.In the previous edition, the show experienced an increase of 3% in international participation since around 33% (1,299) of the 4,806 participating companies came from overseas. In the area of in-ternational professional visitors, almost 36,000 of the 140,000 were from other countries - more than 25%. This confirms Alimenta-ria as an international commercial operations centre for the food and drink industry.

intercarn 2012 will reinforce synergies among showsMore exchange. More synergies. More business opportunities This is what is in store at the upcoming edition of Intercarn. The show will share its new location in Pavilion 5 at Fira de Barcelona’s Gran Vía venue with Interlact and Expobebi-das. In addition, the proximity of Intervin and Restaurama in neigh-bouring pavilions promises to of-fer significant synergies among the shows and allow participants to explore possibilities for growth.Intercarn brings together the stars of the meat product value chain at an international gathering for

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companies involved in the sector. In 2012, the event will feature the presence of leading firms in the industry such as Campofrío, ElPo-zo Alimentación, Noel Alimentar-ia, and Consorcio Jabugo, among others. Together with more than 400 other companies, they will present the best quality products from a top sector for international agribusiness.On its own merits, Intercarn is one of the shows that drives Al-imentaria, an excellent promo-tional event for the meat indus-try and its value chain. Intercarn 2012 is expected to occupy close to 12,000 m2 exclusively dedicat-ed to the extensive range of in-ternational meat products: cured ham, sausage, fresh products and different lines of prepared foods, fresh meats and poultry products, among others.

internationalisation is one of intercarn’s distinguishing featuresThe major international meat pur-chasing markets attend Intercarn to supply their domestic consump-tion. Meat distributors and retail-ers in Japan, Germany, Russia, It-aly, United Kingdom, France, Unit-ed States and China, among other countries, have already been con-tacted by the organisers of Inter-carn and indicated their interest in returning to the show. The sig-nificant presence of internation-al participants is also a distin-guishing feature of Intercarn’s ex-hibitors, 20% of whom come from abroad.

a key sector for the country’s industryOne of the top five industrial sec-tors in Spain, the meat industry is a true engine of the Spanish econ-omy. It ranks first in Spanish food and drinks manufacturing—with turnover of more than 19 billion

euros a year, 20% of Spain’s food industry—and exports to markets throughout the world are valued at over 2.5 billion euros a year.

iberian pork products, an international currency on the riseIberian pork products have signif-icant appeal for the internation-al market. Exports of cured ham, pork shoulder and packaged prod-ucts totalled 14,053 tonnes for the first nine months of 2010 (3.3% more than the same pe-riod of 2009), according to data from ICEX (Spanish acronym for the Spanish Institute for Foreign Trade). Traditional destinations such as France, Germany and Por-tugal have been joined by coun-tries such as Chile, Japan, Unit-ed States and others. Spanish exports of cured ham have dou-bled in the past six years to over 28,000 tonnes.

innovative and competitive, the sector shines at intercarnCompanies bring the very best products in their portfolio to Inter-carn, which is defined by a steady infusion of new products and for-mats. In the area of fresh, pre-

cooked and roasted products, growth will come from products with more added value, primarily for the future development of the poultry industry. New packaging formats and technologies, as well as product lines suitable for con-sumers with celiac disease and other intolerances will be present-ed at the upcoming edition of In-tercarn.

the spanish meat industry strengthens its presence in the chinese marketSpain is the European country with the most companies author-ised to export to the Asian nation. Since the protocol allowing meat to be sold in China was signed in 2008, meat products have been the number one Spanish export to China, with 21 million euros in the first half of 2010. Pork has ex-perienced the greatest growth, as China is the world’s top buyer of pork. Intercarn will welcome the major international pork traders. In addition to visiting the pavilion, they will be taking part in busi-ness conferences and the Food & Drink Business Meetings.

new consumption profilesThe meat industry is a pioneer in

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meeting the consumption needs of the growing Muslim popula-tion on the European continent. At Mercabarna, where the whole-sale markets for the city of Barce-lona are concentrated, slaughter according to the halal ritual repre-sents 35.6% of the total. The ma-jority of these products are export-ed to France, Italy and Arab coun-tries such as Lebanon, Egypt, Tur-key and Morocco. Major Spanish meat groups with a presence at Intercarn already set aside part of their halal production for foreign trade.

intercarn 2012 sets up a stellar committeeJuan José Guibelalde, deputy chairman of Grupo Campofrío, will once again head the newly estab-lished Intercarn Committee for 2012. Members will include lead-ing lights of the industry such as Alfonso Alcázar, managing direc-tor of Grupo Consorcio de Jabugo; Joan Boix, managing director of Noel Alimentaria; Adriana Casade-mont, managing director of Casad-emont; Xavier Espuña, manager of Esteban Espuña; Tomás Fuertes, managing director of ElPozo Ali-mentación; and Josep Tarradellas, chairman and managing director of Casa Tarradellas; among other key figures.

restaurama 2012 is the benchmark show for restaurant professionalsAt the next edition of Alimentar-ia, Restaurama 2012 will play its best hand: the major foodservice divisions in the business world and the most influential profes-sionals from the HORECA chan-nel, modern and traditional res-taurants and the bakery product, cake and pastry, and ice cream segments. Restaurama stands on its own merits as the benchmark trade show for the sector in Spain and one of the leading events at

the European level.Restaurama 2012 will feature the participation of leading food and beverage managers from tradi-tional and modern restaurants, the hospitality channel, vending and specialist retailers, as well as buyers from the major importing countries in the HORECA channel. Bilateral meetings, internation-al projects, seminars and other activities will facilitate business contacts. 36% of exhibitors come from abroad, primarily Italy, France and Germany.

activities geared towards businessThere will be a new multi-use space to host the Ready-prepared and Ready-cooked Foods Project, workshops, show cooking events and practical demonstrations, with a clear focus on business. The area has been conceived as an exclusive area free to Restau-rama exhibitor companies, part-ners and sponsors. The space will make it possible to present the features of the products on display and their uses in today’s cooking.

synergies with mundidulceRestaurama is expected to occu-py 8,000 m2 and will share Pavil-ion 6 at Fira de Barcelona’s Gran Vía Venue with Mundidulce. This will make both shows more at-tractive to the dessert, chocolate, cake and pastry, and snacks sec-tor, products with strong synergies which have more in common than ever.

promotion at the cca semi-final in barcelonaThe second semi-final for the 4th Chef of the Year Competition (CCA in its Spanish acronym) was held on 9 March in Barcelona. The win-ner was chef Juan Jiménez, from the Hotel Condes restaurant in

Barcelona. During the event, Res-taurama Chairman Antoni Llorens gave an overview of the next edi-tion of the show, highlighting the fact that it has achieved close to 240% growth since it began.

the restaurama committee, here to serve the industryHeaded by Antoni Llorens, chair-man and managing director of Se-runión, the Restaurama Techni-cal Committee is made up of Pau-lo Alves, managing director of Uni-lever Food Solutions España; Fer-nando Abadía, manager of Ilpra Systems España; Vicenç Bosch, foodservice marketing and sales manager for Spain at Gallina Blan-ca Star; Ignasi Ferrer, managing di-rector of The Eat Out Group; Miguel Nigorra, managing director of Cre-monini Rail Ibérica; José María Ru-bio, president of the Spanish Ho-tel and Restaurant Federation; and Massimo Saggese, managing di-rector of Illycaffe Espresso Ibérica, among others.

gastronomy boosts spanish tourismRestaurama is an obvious reflec-tion of Spain’s importance on the international culinary scene. The success of our chefs now cross-es borders and plays a key role in promoting agribusiness and the HORECA channel abroad. The aim of the Horizon 2020 Spanish Tour-ism Plan is to ensure that future tourism development in Spain is based on competitiveness and sustainability.

internationalisation and innovation, the core themes at bta 2012due to its commitment to internationalisation the bta exhibition will be promoted in mediterranean and latin american countries as well as other emerging markets.the bta. exhibition, barcelona ➥➥



food technologies, to take place from 15 to 18 may 2012 in barcelona, announces two of its strategic core themes – internationalisation and innovation. the organisation has focussed this technological vision geared towards the food industry on mediterranean and latin american countries in addition to emerging countries such as angola, india and china, all priorities for its professional visitor promotional plan.Bta's value proposition involves assembling and displaying a range of technology and a glob-al, heterogeneous and horizon-tal range of machinery capa-ble of meeting all those needs present in the food production chain. With an extensive profes-sional background, over 20 and years and 13 editions in over 20 years, Bta. will be jointly held for the second time with Hispack, the International Packaging Exhi-bition, encompassing all aspects of container, labelling and pack-aging processes. This co-occur-rence was well-received by exhib-itors (in 90% of cases) and visi-tors alike.The outcome of these triennial exhibitions will place Bta. as the number-one food industry show in Southern Europe.The organisation predicts that for this edition around 70% of visi-tors have already confirmed their attendance, reaffirming the inter-est aroused among industry oper-ators by the forthcoming edition.As Víctor Pascual, the Exhibition's Director, has emphasised, “The food industry is developing posi-tively within the Spanish economy and Bta. will be the showpiece for this industry as it goes in search of technical solutions that enable it to compete on a national and international scale.” He has al-so praised the latest data regard-ing the Spanish agri-food indus-

try, which has performed favour-ably and demonstrated its com-mitment to growth in employment and exports. He also added, “The food industry is attending the Bta. Exhibition, its main technological showcase, in search of technological solutions that add value to its companies”.

attracting visitors from 20 countries The commitment towards interna-tionalisation is reflected in the in-ternational promotional plan to at-tract buyers as it revolves around the selection of markets of oppor-tunity by geographical proximity, existing, pre-established market relations and the organisers' con-viction that the range of technol-ogy present at Bta. can suit the needs of each and every one of these buyers. As a result, they are working in particular with coun-tries in the Mediterranean Basin such as Algeria, Morocco, Tunisia, Egypt, Turkey and Israel, and Lat-in American countries, namely Ar-gentina, Chile, Colombia, Mexico, Peru and Brazil, all of which have an unmissable appointment with food technology. Furthermore, this edition will also pay special atten-tion to emerging markets such as China and Russia, and other con-junctural areas such as Angola and Senegal.As Víctor Pascual explains, “We are investing in attracting profes-sional visitors from those markets where the food industry plays a key role or has business potential for the food machinery and tech-nology industry”.

one exhibition, three showsThe wide range provided by Bta. Barcelona Food Technologies will stand out as it will be divided into three monographic shows to facil-itate the professionals' visit and enable them to easily locate com-panies of interest. These three di-

verse monographic exhibition are-as are:• Tecnoalimentaria: The Interna-

tional Exhibition of Machinery and Technology for Manufac-turing and the Food and Drinks Trade in general, which appeals to buyers from the world of dairy products, fruit, vegetables, gar-den produce, preserves, drinks and fish, among others. It of-fers professionals technological solutions for their manufactur-ing processes and includes cer-tain aspects such as traceabili-ty, quality control systems, safe-ty, environmental protection and industrial refrigeration.

• Tecnocárnica: The Internation-al Exhibition of Machinery, Tech-nology, Equipment and Supplies for the Meat and Meat Products Industry, which brings together the leading industry brands in machinery and technology for the meat industry and is attend-ed by the most important com-panies in the business.

• Ingretecno: The International Ex-hibition of Intermediate Prod-ucts for the Food and Drinks In-dustry, which offers profession-als supplementary equipment and machinery for food process-es.

Those companies to have already confirmed their attendance at Bta. 2012 include: Gea-Wesfalia Sepa-rador, Multivac, Roser, Marel Food Sistems, Dorsal, Mimasa, Intecal, Danish Export Association, CBS Sistems, Abello Linde, Ezma, Ul-ma Safe Handling, Surdry, HJM Marrodan. The Exhibition will display the lat-est innovations in equipment for all food processes, such as indus-trial and commercial refrigeration, quality control systems, clean-ing, hygiene, safety, environmen-tal protection, container and pack-aging machinery, functional food products and food and technologi-cal additives... among others.

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the food and drinks industry, a driving force behind the spanish economyDespite the current situation, the food and drinks industry is the most important among the EU's industries and the only one to keep on maintaining reliable in-vestment potential and to start generating employment, with 446,000 positions currently held.Its 7.6% contribution to the GDP is greater than other strategic in-dustries such as ITCs, 7%, and the automotive industry, 3.3%, on-ly being bettered by tourism, at 10.3%, an industry closely linked to gastronomic promotion. Net sales worth around 81.37 billion euros in 2010 and exports worth more than 16 billion euros veri-fy the potential of the combined food chain as a driving force be-hind economic recovery and em-ployment.The Massachusetts Institute of Technology (MIT) recently defined the food industry as, “one of the most relevant industries in the Spanish economy because of its strength and global knowledge”.

institutional supportThe Bta. Exhibition has the insti-tutional support of industry asso-ciations. For instance, AMEC, via its three sectors: Alimentec – ma-chinery, technology, ingredients and services for the food indus-try, Aefemac – manufacturers and distributors of machinery for the meat industry, and Afespan – ma-chinery, ovens and equipment for bakery, cake and pastry and oth-er related industries, will offer the show its support in order to pro-mote its internationalisation. Llu-cià Casellas, President of Amec, will also be chairing Bta. 2012.Joan Tristany, Managing Direc-tor of AMEC, has defined the ex-hibition as an industry reference point because of its, “Constant

promotion of internationalisation, commitment to innovation and the full technological and innova-tive range on offer and available to companies”. Likewise, Andrés Gavilán, the President of AFCA (the Spanish acronym for the Spanish Associa-tion of Food Additive Manufactur-ers and Distributors) when refer-ring to Bta has emphasised how it, “Constitutes a top-notch plat-form for displaying the latest in-novations and establishing com-mercial relations with companies from Europe, Latin America and the other continents”. Jaume Blancafort, President of FECIC (the Catalan acronym for the Catalan Federation of the Meat In-dustries) highly values the role of Bta. in bringing technology clos-er to companies and facilitating their innovation, “The Bta. Exhi-bition gives great added value to the food industry by bringing the di-verse range of technology availa-ble together in one unique place”.Other associations such as FI-AB (the Spanish acronym for the Spanish Food and Drink Industry Association) will also strengthen

their presence at the show and raise the profile of their activities, at the same time reinforcing the ideas behind the exhibition – to work as a platform for companies to innovate and find new partners. The General Secretary of FIAB has defined the show as, “The key to our development and the best showcase for it”.

about alimentaria exhibitionsIn addition to Bta., the main headline trade shows of Alimen-taria Exhibitions – the joint ven-ture between Fira de Barcelona and Reed Exhibitions – are: Ali-mentaria and Barcelona Degus-ta, in Barcelona; Alimentaria Lis-boa, in Portugal; Alimentaria Mé-xico, in Mexico City and Alimen-taria Mercosur, in Argentina. Ali-mentaria Exhibitions is positioned as a market leader in the coun-tries where it operates, managing over 200,000 net m² of exhibition space, with 6,000 international food and drink, retail and equip-ment and technology exhibitors, attracting around 200,000 pro-fessionals from these sectors. n

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alimentaria 2012 is promoted around the world with its ambitious international expansion plan....

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