SIAL 2018

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.

CateringNews Middle East - - In Focus -

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.

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