THE FORTHCOMING Fruit Logistica provides an opportunity for those involved in fruit trading to present their range of services from growing to selling.
One of the main attractions of the event is that it is a compact, highly effective show focusing on specific target groups. In particular, it offers third-world exhibitors marketing "exotic" produce as well as newcomers from central and eastern Europe an excellent venue for presenting their products to an international trade public and establishing new business contacts.
The 2004 event will see a new chapter in the successful development of the leading international fair for the world's fruit and vegetable trade, with a record number of applicants wishing to exhibit at this event. This confirms that attendance at this trade fair is seen as indispensable by the entire industry.
In a landmark change to previous procedure, Fruit Logistica, which this year takes place from February 5-7, will no longer be held to coincide with the International Green Week Berlin. This change underlines claims by the Trade Fair for Fruit and Vegetable Marketing to be the world's most important meeting place for the fresh produce industry.
In all of its main aspects Fruit Logistica has seen some impressive improvements during the last few years, and 2004 marks its entrance into a new dimension.
For the first time at Fruit Logistica, the significant figure of 1,000 exhibitors will be exceeded in 2004. Coming from all corners of the globe, the figure is substantially higher than the 2003 number of 855.
This has largely been made possible by an expansion of the display area by 20 per cent. Occupying 36,000 square metres in Halls 1.2 to 6.2 of the Berlin Exhibition Grounds, the leading companies from all stages of the fruit and vegetable trade will present a comprehensive display. This will feature exhibitors from throughout the logistical chain, which enables the consumer to obtain fresh produce of the finest quality at any time, anywhere.
As well as many of the largest multinational players in this trade, the majority of the main service providers from growers to those involved in packaging, transport, storage and retailing will be represented.
Perishable fresh produce of course makes a number of tough demands on logistics management. In addition to products, Fruit Logistica 2004 will showcase the technical know-how and skills required for effective logistics.
Retail point-of-sale handling of fruit and vegetables is also a key theme of the show.
The range of products on display has become broader with each passing year, and this time around will include unprocessed fruit and vegetables, dried fruit, nuts, spices, biological produce, flowers and plants for self-service outlets.
A technical centre has also been designed to provide a focal point for hardware for produce packaging, storage concepts, transport companies, shipping lines and merchandising experts. A services market will feature technological solutions for logistics management, transport company services, marketing expertise, training, and further education, trade forums.
Identifying the needs of its exhibitor target groups, the show has created the environment of an exchange market, wherein trade visitors have the opportunity to approach exhibitors with their services and products.
Target groups include growers, fresh produce importers and exporters, wholesale markets, wholesale and retail outlets, packaging specialists, shipping and disposal companies, institutions and trade and non-trade associations.
Trade forums covering salient topics relating to the fruit and vegetable marketing arena provide an ideal opportunity for produce professionals to exchange experience and compare approaches.
On the day before the fair starts, decision-makers in the industry, including all the top names in the European retail food sector, will be making a powerful statement with two outstanding events.
Fruit Logistica will be officially opened on February 4 at 6pm in Hall 3 of the International Conference Centre, Berlin by the federal minister of consumer protection, food and agriculture, Renate Künast.
The evening's keynote speaker will have particular resonance for visitors from the UK - being Tesco director of produce Steve Murrells.
The 23rd Fresh Produce Forum, on February 4 at 2-5.15 pm at ICC Berlin, Hall 15.2, will aim to encourage a dialogue between all stages of the trade by dealing with the theme “Quality at a low price - a challenge or a utopia?”. The intention of this seminar session is to outline new approaches and paths that could help to reconcile the differences between quality and pricing policy: in other words assuring good quality for the consumer and adequate profit margins for the trade.
In this context, Rudolf Deitert of GfK Nuremberg will present the latest figures relating to the retail food sector in Germany, with reference also to markets around the world. Focusing in particular on fruit and vegetables, he will investigate the evolution of prices in the wholesale and retail sectors during recent years and right up to the present day, putting development in Germany into an international context, and comparing pricing of fruit and vegetables with other consumer goods.
This will be followed by an international panel from the wholesale and retail sectors, which will consider issues such as the prevalent negative trends in the fruit trade, how they can be reversed, and how positive trends can be encouraged.
The participants will also discuss how the German retail food trade can be made profitable again while also meeting the consumers' increasing demands for quality.
Participants will include Murrells, UK; Denis Onfroy, Interfel, France; and Dr Luigi Peviani, Peviani SpA, Aneioa, Italy. During the Fresh Produce Forum, the trade publication Fruchthandel Magazin, Germany, will for the eighth time be awarding the Grüner Merkur to people, organisations and companies in the international fruit and vegetable trade who have made outstanding contributions and shown commitment to fresh produce, and have deservedly earned the industry's recognition.
Meanwhile, Messe Berlin has come up with an unusual idea intended to draw the attention of all Berlin's taxi drivers to the venue for Fruit Logistica.
A widespread campaign is taking place to provide all 7,000 of the German capital's taxi drivers with fresh peppermints, the packaging of which includes the name of the fair with its new dates and draws particular attention to the main south entrance on Jafféstrasse.
Since this impressive entrance building was opened it has also provided a separate taxi ramp. This benefits visitors and taxi drivers alike because, as an international trade fair, most of the trade visitors use taxis to get to the fair from the airport or their hotels, thereby making use of the easiest, quickest and most direct access to the event.
Fruit Logistica is open daily from 9am to 6pm. Day tickets cost e18. An unlimited pass valid for the duration of the event costs e45. Visitors attending the Fresh Produce Forum and Fruit Logistica can obtain an unlimited admission pass for e85.
A catalogue is included in the admission fee.
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