INTERVIEW: The man behind Gulfood
Mark Napier, exhibitions director at Dubai World Trade Centre, had the task of organising Gulfood. He takes time out from his busy schedule to share some insider knowledge
How long have you been organising the show for?
I have been organising Gulfood for three years now. I love it because every year the show develops into something bigger and better. With an unrivalled track record for delivering record business deals, quality customers and entry into lucrative new markets, Gulfood is now a key element in the business plans of food, beverage and hospitality companies around the world.
The sheer scale of the event is probably the biggest challenge we have as an organiser. With over 3,800 exhibitors and nearly 1 million square feet of exhibition space, there is never a dull moment! Fortunately we have a very experienced team who are as passionate about this show as I am.
Did you have anything new planned for 2012?
Every year, Gulfood aims to deliver a show that is more valuable than the previous year and we have seen year-on-year growth for every aspect: exhibitor participation, footfall and product and service offerings. This year’s event will see a record 107 international pavilions joining over 65,000 trade visitors from more than 150 countries.
With representatives from every corner of the globe, it confirms Gulfood’s position as the world’s largest annual trade show for the food, beverage and hospitality industry.
In addition, given the size and how busy it is, we have made improvements by making it easier to visit the event and get right down to business with fast-track entry channels, as well as making the provision for more networking zones.
Daily newsletters and SMSs also keep visitors posted on the daily agenda, conference sessions, live competitions and other exciting features.
What do you think the Gulfood awards will bring to the industry this year?
Since their launch in 2010, The Gulfood awards have become a hotly anticipated element of the show. They recognise the excellence and passion of the individuals and companies behind the region’s exceptional food and drink industry. This year, 20 categories will be judged by an international panel of independent industry experts.
Why do you think the Middle East is the most exciting region in the world to be in the F&B business?
With home markets increasingly over-saturated, many of the world’s food trade companies are looking to emerging markets to deliver sustainable growth.
The Middle East is strategically positioned at the centre of trade between East and West, with a world-class logistics, trade and business infrastructure and a progressive approach to its expansion to meet growing demand.
Jebel Ali port will undergo a US $850 million expansion in 2012 and the cargo-dedicated Dubai World Central Airport is on track for an increase in capacity, making Dubai the hub for the re-export market into the Middle East, Asia, Africa and increasingly, Eastern Europe.
With so many attributes to facilitate trade and economic growth, The Middle East is a fantastic place for brisk business within F&B and attracts the brightest and the best within the industry.
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What are the key targets you have for this show?
It is important that Gulfood is not only the world’s largest, but also the most influential trade exhibition in the Middle East and neighbouring regions.
A truly international event with participants from more than 150 countries, the ultimate target for Gulfood is to facilitate business and ensure that exhibitors reach their key target audience across the entire MENASA market.
With co-located specialist shows, Ingredients Middle East and Restaurant & Café Middle East, Gulfood is the only event that includes the entire industry value chain. There is no other annual show in the world that offers a true 360° offering on the scale that Gulfood does – from ingredient suppliers through to manufacturing, processing, packaging and equipment suppliers as well as business expertise and every possible food product imaginable for the trade.
Last year we noticed a health and wellness trend, and the year before that, a trend for creative marketing to deliver cost-effective messages. Have you identified a new trend for this year?
This year we are highlighting the truly international flavour of Gulfood as a business platform for companies around the world. This is a transactional show without equal with more business signed and sealed as a direct result than any other international show.
In addition, the expansion of Gulfood conferences is in line with global trends and covers the hottest topics on the industry agenda: foodpreneurship, franchising and leadership within the industry. We have a line-up of some of the most dynamic principals and captains of the food and beverage industry.
Is business still on the up from the economic crash?
Yes, according to our industry research, more than 74% of buyers make purchasing decisions at Gulfood, while the show itself conducts 50% more transactions than at any other similar event around the world.
Reports from the Gulfood 2011 show included sales from the Malaysian pavilion alone of more than US $16.2 million with an additional US $28.5 million in business trade conducted following the event, while over US $34 million worth of orders were confirmed at last year’s show for the US pavilion. Business is definitely booming!
Why do you think exhibitors should be excited about this year’s show?
Exhibitors should be excited by the international focus, the sheer scale, and the very real opportunity to do business with companies and organisations in the region and beyond. All of this makes Gulfood the most important exhibition for everyone connected to the industry and we want exhibitors to go away knowing that they have conducted world class business.
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Napier’s must-see list
1. Salon Culinaire – the most spectacular display of talented chefs from the region. Over 1,300 chefs will be showcasing incredible plates that will delight even the most jaded palate. The carvings are truly breathtaking.
2. Conferences – this year the conference has expanded to include three defined verticals: Food Leaders Summit, where you can hear from notable innovators on what they consider essential for successful leadership; The Food Processing and Packaging Summit, an ideal forum for industry professionals to discuss key challenges facing F&B manufacturing and the processing and packaging industry in today’s economy; Foodpreneur Forum, with international experts, thought leaders and captains of industry scheduled to offer invaluable industry insights. There is also a highly interactive Franchising Workshop.
3. The many new international pavilions in Hall 9. It’s a purpose-built pavilion created to facilitate growing demand for space at the show, including stands for Algeria, Hungary, Iran, Jordan, Malaysia, Morocco, Peru, Singapore, South Africa, Sweden and Tunisia.
4. The largest ever European presence with Austria, Belgium, Bulgaria, Denmark, Germany, France, Ireland, Italy, Spain and The Netherlands represented at the show.
5. Hundreds of new exhibitors at the Sheikh Saeed Halls.
Napier’s top exhibitor tips
1. Make the most of exceptional networking opportunities at the show. Features such as online product locators, VIP connect, a host of industry interactive events and the Gulfood Majlis offer a focused environment for senior industry professionals to network and develop new business opportunities.
2. Broaden your horizons. As the largest trade show in the F&B industry with a truly international feel, Gulfood provides the ideal opportunity to explore wider markets and new horizons.
3. Recognise excellence in the industry by supporting Salon Culinaire and the Gulfood Awards.
4. Get online at www.gulfood.com. The website is a great place to reach buyers from around the world. Also follow us on Twitter @Gulfood; Facebook facebook.com/gulfood; and LinkedIn, Gulfood – Food, Hotel & Equipment Exhibition Group, to connect with the food community.