According to FFB, many British companies choose to showcase their products under its banner, rather than going it alone, to make them instantly recognisable abroad.
Sandra Sullivan, head of exhibitions and events at FFB, says: “Anuga is a high-standard show. The feedback we get from past shows is that it is huge and far too big to navigate without help. If you come with FFB you have an identity.
“Without our support, it can be hard for companies to make an impact, but with most of the logistics now in place, our publicity and targeted buyer mailings aim to ensure that Anuga is a productive show for British exporters.”
Companies attending under the FFB banner come from all areas but Sullivan notes that premium soft drinks and beers, in particular, are areas where British companies are having an increased presence at the show.
Eighteen drinks companies are exhibiting with FFB, including Feel Good Drinks, Firefly Tonic, Freedom Beer, Cobra, Rubicon and Belvoir Fruit Farms.
The UK’s meat exporters will also be at the show attempting to reopen export channels and develop trade with previously unexplored markets.
The British Pig Executive is holding its British Meat Dinner on the Monday, for importers, traders and processors, and is using Anuga to develop better contacts.
BPEX spokesman Jon Bullock says the organisation is looking to drive up the amount of pigmeat it exports following a period of rationalisation in the industry and the outbreak of diseases, such as foot and mouth and swine fever, that has more than halved sales abroad. According to BPEX, in 2000 the UK exported 208,000 tonnes of pork and bacon, but last year this figure stood at only around 100,000 tonnes.
“We are trying to rebuild the exports markets and are working very hard,” says Bullock.
On the back of recently getting back into Japan, BPEX says it is looking to open talks with China and other South East Asian countries.
“A lot of companies make contact with companies and markets they are not fully aware of,” says Sullivan. “We offer advice on a person they might have met or on the market they are looking to break into.”
Sullivan says FFB carries out a product to market assessment that gives companies advice on potential opportunities and any changes they might have to make to product formulation or packaging to comply with country-specific legislation or the dictates of effective marketing. It will also steer companies in the right direction for new business.
FFB will also once again run its New Product Showcase in Hall 5 turning the spotlight on innovation. Any British company can enter a product it has launched since the last Anuga, with the most original product receiving the Food From Britain Best New British Product Award.