Due to take place from 10-12 December at ADNEC this year, SIAL Middle East promises to be an action packed event and Joanne Cook, managing director, SIAL Middle East tells us more.
WHAT CAN WE EXPECT FROM SIAL MIDDLE EAST THIS YEAR?
SIAL Middle East 2018 will continue to build on an exceptionally successful 2017 edition, which attracted more than a thousand exhibitors, over 19,000 unique visitors, marking a 16% increase over 2016, and 498 VIP buyers. The 2018 edition of the event will have a special focus on food service equipment having already received confirmations from a number of food service equipment companies.
HOW DOES SIAL MIDDLE EAST DIFFERENTIATE ITSELF?
SIAL puts in a lot of effort to ensure that the right buyers visit year on year. In addition to engaging with the industry throughout the year using different mediums, SIAL Middle East has more than 10 different activities and events over three days that cater to all the F&B business needs be it coffee, cooking competitions or conferences. Matchmaking is a key activity massively appreciated by our exhibitors. They are able to meet pre-selected, fully hosted VIP buyers in dedicated speed networking sessions based on a product category. It is almost like a three-minute elevator pitch or speed dating in business which is the first step to sell your products - each introduction lasts for three minutes.
Through culinary competitions like La Cuisine, SIAL Middle East welcomes over 1,000 chefs to the event every year. Senior regional and international chefs take guided tours to meet with exhibitors, ensuring the exhibitors with food service offerings see just the right influencers for adoption of their products. Another unique feature of SIAL Middle East is its travel catering sector offering. Running for 36 years, The Mercurys is one of the most prestigious award in travel catering worldwide and ensures the region's largest gathering of airline catering professionals.
HOW MANY EXHIBITORS AND VISITORS ARE YOU EXPECTING THIS YEAR?
We are looking forward to welcoming more than 1100 exhibitors, 20,000 visitors and up to 500 fully hosted VIP buyers.
WHAT DOES SIAL 2018 OFFER EXHIBITORS AND VISITORS?
In addition to the key USPS highlighted, one aspect that exhibitors and visitors appreciate the most is the ability to have meaningful conversations in a trade friendly business environment. We continue to offer a value added and tailored approach to our stakeholders to ensure a positive return on investment.
YOUR THOUGHTS ON THE CURRENT MARKET CONDITIONS.
The region has witnessed closures in the HORECA sector and VAT has impacted the retail sector. Having said that, it continues to have a lot to offer. The success of SIAL Middle East’s 2017 edition was a clear testament of market potential in the region.