This year's Fruit Logistica is planned for Tuesday to Thursday, April 5-7. We gauged the mood of previous Dutch and Belgian exhibitors leading up to the show. Do they hope to have stands again? What do they think of the alternative dates, and what are their expectations?
Holland Fresh Group is heading toward filling the Dutch pavilion to 75% capacity. "And we're delighted with that," says Wilma van der Lely on behalf of the organization. "There's tremendous enthusiasm among the participants to be physically present and meet up with their business partners. The great thing is that we're not filling the space with overseas companies either. We've opted for a separate, truly Dutch pavilion. The entire look and concept remain the same, and the hall's even more accessible."
"We'd have preferred a slightly different fresh-tech ratio. But that's due to the trade show being moved from February to April. Many fresh produce companies are in the middle of their growing season then. So, they had to, often regrettably, cancel their participation. But, thanks to the date change, we've also received new applications. Those are from businesses who see increased opportunities in holding such a fair in the spring. Many exhibitors who aren't participating have already said they'd like to reclaim their spots in the Dutch Pavilion in 2023."
"Like every year, VLAM will have a group stand at this event," says Nele van Avermaet of the Flanders Agricultural Marketing Board, "albeit a bit smaller than the 2020 edition. That's due to some cancellations. Given the COVID-19 situation, it's understandable that the fair organizers chose a new date. Fortunately, they also made that decision in good time. However, for our stand's companies, April isn't ideal. It's the start of the vegetable and potato season, so it's very busy for them."
"That makes it difficult to have enough staff at the booth. Also, the CPMA trade show is at the same time. Some companies wanted to participate in that, but now can't." Asked about expectations for Fruit Logistica, Nele replies, "We're hopeful, but also realistic. We took part with several companies in Fruit Attraction. We were quite satisfied with the turnout and contacts' quality. Hopefully, we can say the same after Fruit Logistica."
Best Fresh's Henny van de Wetering says they will not have a stall at the trade show. "The dates don't suit us - it's Easter, our busiest time. We'll probably visit, though." Fruit-vegetable cooperative Harvest House will not be exhibiting either. Neither will machinery manufacturer Jasa. "It's the first week of spring, a hectic time for many companies. There's also uncertainty, travel-wise, for a lot of countries, especially outside the EU," explains Denise Baths.
But BelOrta hopes to again be participating, the COVID-19 situation permitting. "The dates aren't great, given the season is fully underway in early April," says Glenn Sebregts. "But Fruit Attraction was a good return to fair life, thanks to the necessary COVID-19 safeguards. We hope for a continuation of that in Berlin."
Exsa Europe has registered and reserved a spot at the event. "The new dates are fine; better than February even. What to expect? That's hard to say. It really depends on the coming period," said Eddy Kreukniet.
Rutger Keurhorst says he will only be visiting on behalf of Eqraft. "There's uncertainty around the number of visitors and accessibility (QR policy). And preparation is a hassle. So, we've decided to see how it goes before we take part again. February is better for us in terms of busyness. April is further into the season and therefore late, sales-wise."
"By then, we're more focused on networking events. The shows we've attended (Interpom, Anaheim Potato Expo, Pack Expo) were dead quiet. Our customers also seem to have mixed feelings about big events. We think it will be a very quiet trade show. Only people who really need to will visit."
Oxin Growers has, however, registered for a stand. "You can consider all kinds of things beforehand. But only afterward do you know whether it was useful to have been at the fair for three days," states commercial director Ton van Dalen. "In the spring, many of Europe's crops are well underway. However, we're pleased that another event can be held. That also leads to a certain enthusiasm. After all, it's where the entire fruit and vegetable sector meets. That's where we want to showcase ourselves."
Banken Champignons will, however, not participate. "We're registered but mistakenly didn't sign up," says Rob Banken. "We think there will be considerably fewer interested exhibitors and visitors. That's due to the various companies and countries' COVID-19 measures. The alternative dates are fine by us, though we prefer early February. Shifting the days is, however, a plus. Better Tuesday-Wednesday-Thursday than Wednesday-Thursday-Friday."
Bejo is signed up and, as in other years, will have an entire stand at Fruit Logistica. "We think many people are yearning for live events and contact. Somewhere to network nicely and discuss issues," says Danielle Bruin. "We expect fewer, but quality, visitors. Most will be from Western Europe, with fewer intercontinental guests."
Danielle considers the days change (Tuesday to Thursday) a good thing. "We've been calling for this for quite some time. Fridays haven't been anything to write home about in recent years. For some of the target groups you'd expect to see at Fruit Logistica, April can be a tougher date. That's because of, say, cultivation commitments."
Zoutewelle will not have a stall at the trade show. "It's less than ideal for many companies because of the transition to the Dutch season," says Arjan Zoutewelle. "We hope to send a few visitors."
"The continuing uncertainty around the pandemic means we've sadly decided not to take part this year. We find that extremely unfortunate. We truly hope to be present again next year in Berlin as the BerryWorld Group team, with a nice stand," says Shirley van der Linden.
"We understand why the organizers chose a different date. They did so hoping more will be possible in April/Spring. Considering only the date - not the extraordinary situation COVID-19 has created - it isn't ideal for us, as a soft fruit company. We're then well into the Dutch season. So, if the pandemic weren't a factor, we'd have preferred the original February dates."
"We think there's a certain need for something like Fruit Logistica. That's after such a long time of very few, or no, such events being allowed. It's, after all, a top sector trade fair where fruit and vegetable and food professionals like to meet. However, depending on how the COVID-19 situation develops, participants, as well as visitors, might be somewhat reluctant to attend. As mentioned, we hope to have a stall again in 2023. And we have every intention of visiting this year's show," Shirley concludes.
"Growers United has decided to, unfortunately, again not take part in this year's Fruit Logistica. We were already working on the booth design and were really looking forward to it. But retailers and exporters are still reluctant to travel," says Angelique Martens.
"For us, Fruit Logistica is where we easily make international deals. It's good that it's being allowed to go ahead. But we don't think we'll get enough in return for a booth of our size. That's mainly because not everyone will attend. We're still considering renting a space for client appointments. And perhaps some account managers will visit."
