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drinktec cluster and fairtrade sign a marketing cooperation


2017-03-24

The aims of this cooperation are clear: a broader range of products and services to offer exhibitors and visitors and more targeted acquisition of market participants—for the events in the drinktec cluster of Messe München, and for those of fairtrade, a German organizer of food and beverage technology trade fairs. Messe München´s drinktec cluster includes international subsidiary trade shows in South Africa, India and China, and fairtrade organizes specialist trade fairs in Ethiopia, Ghana, Nigeria and Iran. With immediate effect, the two cooperation partners aim to mutually support their respective trade fairs through corresponding marketing and sales activities. With their combined expertise in beverage, food and packaging technology, the intention is to expand and strength the individual events of both partners.

Both trade show organizers have excellent networks in the industry. This cooperation agreement draws together the offer of the individual exhibition platforms, which represent the entire process chain of the food, beverage and packaging industry. "We complement each other perfectly with regard to industries and country portfolios: the drinktec cluster can strengthen its presence on the African continent and further expand the range of fdt Africa with our partner's food technology and Africa expertise. In turn, fairtrade benefits from our global reputation and expertise in the beverage and liquid food industry. Together, we can combine the respective multipliers, partners and media into a global network for the food, beverage and packaging industries, thus guaranteeing our customers trade show platforms with even greater reach,” explains Petra Westphal, Exhibition Group Director of the drinktec cluster. “I am delighted that with this cooperation, we are offering further value to our exhibitors and visitors," continues Westphal.

Paul März, Exhibition Director at fairtrade, adds: "Having worked in Iran since 1994 and on the African continent since 1997, we have a solid knowledge of these markets. Combined with the expertise of the drinktec cluster, this results in valuable synergies in order to achieve joint growth opportunities in the food and beverage industry. We very much look forward to the cooperation."

Richard Clemens, Managing Director of VDMA Food Processing and Packaging Machinery Association, sees significant benefits from the cooperation for exhibitors and visitors: “This partnership will ensure a positive development for all the events. Through this cooperation, we can sustainably expand the trade-fair platforms abroad, in particular on the African continent. This enhances the attractiveness of the events for both exhibitors and visitors.”

The following events will be held this year: agrofood Nigeria, from March 28 to 30, 2017 in Lagos; iran food + bev tec from May 23 to 26, 2017 in Tehran; drinktec, from September 11 to 15, 2017 in Munich; agrofood West Afrcia, from December 5 to 7, 2017 in Accra; and drink technology India, from October 24 to 26, 2018 in Mumbai, fairtrade reported.