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To succeed at trade fairs, Kiwi exporters need to be organised about where their efforts should be targeted.

By Sangeeta Anand

For most exporters, 2011 will be a busy year, with many high-profile trade fairs on the calendar. Here’s a preview of some of the events to mark in your diary.


Fruit Logistica, Berlin, February 9-11,

More than 2300 companies from the fresh produce value chain around the world are expected to attend Fruit Logistica in Berlin. The three-day exhibition will bring together major brands and small and medium-sized operators. The event offers a networking platform and an overview of international trends. The last event attracted 54,000 visitors from 125 countries, representing importers and exporters, producers, wholesalers, retailers, packaging, transport and handling businesses.

Malaysia International Food & Beverage Trade Fair (MIFB), Kuala Lumpur, July 14-16

This is an opportunity to interact, transact and explore business opportunities in a multi-billion-dollar market. Its proven track record, popularity with visitors and success for exhibitors have made it one of the most anticipated events in the region.

Asia Fruit Logistica, Hong Kong, September 7-9

Asia Fruit Logistica is an exhibition of Asian fresh fruit and vegetable marketing. The 2010 event attracted more than 4100 decision-makers from 60 countries; and 304 exhibitors from 30 countries showcased their businesses. The event runs alongside the Asiafruit Congress.

Anuga, Cologne, October 8-12,

As the world’s most important food and beverage trade fair, Anuga is highly regarded by exhibitors and visitors. It brings together international managers from the trade and food service and catering markets. The event combines 10 specialised trade shows under one roof: fine food, meat, drinks, chilled and fresh food, frozen food, dairy, organic, bread and bakery, hot beverages and foodservice.


International Toy Fair, Nuremberg, February 3-8,

Toys go green with the Special Toy Fair in 2011, which focuses on sustainability. The entrance area will be decorated with ecological materials and innovative packaging concepts. The fair is an opportunity to keep track of a million existing products and 70,000 new products. It showcases 2600 exhibitors from 64 countries, and draws 76,000 visitors from 115 countries. It also attracts extensive publicity with 2500 journalists covering the event. Other highlights of the event include the Global Toy Conference, the Toy Business Forum and the Building Our Future Toy Conference.

Toy Fair 2011, New York, February 13-16,

Described as the largest international toy trade show in the western hemisphere, this event attracts 25,000 attendees and 1200 exhibitors, and displays 100,000 products, 7000 being shown for the first time. It pulls about 1000 global media representatives and provides updates on safety legislation.


ProWein, Düsseldorf, March 27-29,

ProWein thematically displays 1000 international wines for public tasting. It will be a meeting point for 36,000 specialist visitors, with 3300 exhibitors. Last year’s event registered strong international interest and one in three visitors travelled to Düsseldorf from abroad, especially from Eastern Europe and Asia.

Hong Kong International Wine and Spirits Fair, Hong Kong, November,

Hong Kong remains the world’s freest economy and this trade fair is an opportunity to explore this free market. Close to 700 exhibitors are expected to showcase a wide range of high-quality wine and spirits, beer and other alcoholic beverages, as well as wine production, products and services to buyers from around the world. The event organiser, Hong Kong Trade Development Council, offers travel assistance to qualifying participants.


AUSPACK Plus, Melbourne, March 22-25,

Auspack Plus brings together exhibitors and buyers of packaging, processing, plastics machinery, materials and associated technology every two years. It is the only major exhibition in Australia of its sort, attracting packaging professionals and users from around the world.

Hannover Fair, Hannover, April 4-8,

The organisers have lined up 13 international trade shows to put the spotlight on all elements of industrial value chain, especially automation, energy, component supply and mobility solutions. The annual event attracts exhibitors from 70 countries. The fair also provides an opportunity to network with participants from other fairs taking place simultaneously in the same venue. Some of the key trade shows in the exhibition include: industrial automation; MDA — motion, drive and automation; energy; power plant; wind; MobiliTec; digital factory; ComVac; industrial supply; CoilTechnica; surface technology; micro nanotechnology; and research and technology.

AUTOSTRADA-POLSKA, Poland, May 10-13,

In its 17th year, and bringing together 700 exhibitors, the exhibition is a meeting ground for large companies in road construction, traffic engineering and road safety. Every year Kielce hosts exhibitors from Germany, Spain, Italy, Denmark, Turkey, Greece, Sweden, Hungary and Korea. The range of exhibited products includes construction equipment, road construction materials, marking equipment and paints, as well as infrastructure necessary for the maintenance of motorways. As Europe’s largest event of this kind, the fair attracted 20,000 visitors last year. [END]


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