Success at the 2019 IFE show – ‘A Taste of California’
The California Walnut Commission (CWC) exhibited at the 2019 International Food Exhibition, held at London ExCeL.
The aim of the exercise was to showcase California Walnuts – demonstrate their versatility, highlight their superior taste & texture, to encourage trade buyers using walnuts to use California.
The four-day biennial IFE event took place in mid-March. The event aimed to bring together more food and drink buyers and suppliers than any other UK event. The last event in 2017 attracted some 27,000 attendees from 111 countries, with 1,350 exhibiting companies conducting business face-to-face with an audience of top retailers’ foodservice buyers, wholesalers, distributors, importers, exporters and manufacturers.
A pre-show invite was sent to CWC trade database contacts and a dedicated website landing page.
CWC exhibited within the Ingredients section and offered samples of California Walnuts to help highlight taste, quality, value and versatility over other countries of origin. The booth, samples and marketing collateral together supported the core messages being conveyed to the trade audience.
The CWC stand had bespoke ‘retro diner’ theme set-up and provide a visual treat with the use of neon light ‘Taste of California’ being central to the design, to help draw visitors in.
A large hanging boulevard digital advert started the user experience and help direct visitor to the stand. The motion advert was shown 30 times per hour.
Three bespoke leaflets were created specifically to target visitors to the stand who had a trade interest in either Snacking, Foodservice or Bakery.
A summary of the show results ‘Facts & Figures’:
• Visitors over the 4 days: 27,000 attendees from over 100 countries *
• Stand visitors: approx. 400
• New contacts: 118 (from scanner and business card data)
• Directors/owners: 28% (33 visitors)
• Wholesalers: 21% (25 visitors)
• Importers: 4 (3%)
• Requests for the CWC importers
and/or handlers list: 20% (24 visitors)
• Walnut purchases estimated at: 1300 MT from 15 companies (or 12% of the stand visitors)
(* Estimated figure based on the 2017 event, awaiting latest 2019 results)
Further trade exhibitions are planned in 2019.