Cologne: 09.–13.10.2021 #anuga

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On the way to the leading trade fair via digital formats too!

25 Aug 2019

Interview with Lorenz Alexander Rau

© Koelnmesse GmbH

Anuga is more than just purely a product exhibition: The unique concept with 10 trade shows under one roof as well as the accompanying congresses, events and special events turn it into a trendsetter and source of inspiration for the global food and beverage industry. Thanks to the new social media presence also far beyond the five days of the fair. On Facebook , Instagram and LinkedIn interested parties can inform themselves about at all times about the highlights, insights and trends and stay in contact with Anuga as well as each other the whole year round.

In the interview, Lorenz Alexander Rau, Director of Anuga, explains why Anuga decided to join the social web and what can be discovered there and at the trade fair itself:

Facebook, Instagram, LinkedIn: Why did Anuga go digital? What aims does Anuga pursue with its social media presence?

It is primarily about ensuring that the Anuga communications enjoy a universal presence in order to reach each of our target groups as far as possible. Anuga was already digital beforehand and had placed advertisements on the social media channels. Now, it is predominantly more about the contents, informing the readers more comprehensively about the trade fair, because Anuga doesn't see itself as being purely a product show, but is also a trendsetter, when it comes down to the themes and trends of the industry. That is why it is our aim to keep our exhibitors, visitors and interested parties from the industry up-to-date even in the years when Anuga isn't staged and offer them insights into the leading global trade fair of the food and beverage industry. The social media channels offer us numerous possibilities here. As a result we additionally also give the Anuga community the possibility to not only network offline at the trade fair, but also online.

Please complete the following sentences:

Anuga is... with around 7,400 exhibitors and 165,000 visitors the world's most important industry meeting point for the food and beverage industry.

Anuga is particularly good at... almost completely covering the worldwide market of food and beverages due to its unique "10 trade shows under one roof" concept. Each show is unique in its product segment and offers products, services and innovations on the desired specialised segment. This turns it into an event that is unparalleled worldwide in terms of the depth of its offerings.

It is worth visiting Anuga... because here the visitors find innovative products and inspiration across the board. What's more, as an obligatory date in the diaries of all specialists and decision-makers in the food and beverage business, the trade fair enables international networking at all levels.

What can the exhibitors and visitors expect from Anuga in Cologne?

Anuga, the world's largest trade fair for food and beverages, is celebrating its 100th anniversary this year - that is without doubt a highlight and a remarkable signal for the long-term support of the industry and is no doubt an outstanding example of the successful development of a trade fair in the food sector. At the 100-year edition, not only a look into the past and what the industry has achieved awaits the visitors. Current new products and industry trends will for instance also be presented in the "Anuga Trend Zone" and at the "Anuga Taste Innovation Show". At the jubilee edition, we are for the first time additionally placing a strong focus on the future of food. Surveys show that in a few years over 10 billion people will be living on earth. The decisive question is how to feed all of these people. Anuga has picked up on this theme and is for the first time offering a platform that exclusively addresses the future of food. In the scope of "Anuga Horizon 2050", the trade visitors can inform themselves about the visions and solutions for the next 50 years on all days of the trade fair and also engage in an exchange with industry pioneers, start-ups and experts. The aim is also to inform the visitors about new technologies, solutions, trends and innovations and underpin these using cases of best practice.

The focus lies on the following themes:

  • Sustainable Environment – Better Food for a Better World
  • New Solutions, New Products
  • Alternative Proteins
  • New Nutrition – The Evolution of Food
  • Internet of Food

An insight into the history of Anuga additionally reveals the most important milestones of its 100-year history. The special mix between the past, trends, inspirations, new impulses and technically-oriented future themes is what turns Anuga into an important innovation driver.

The new Boulevard of Inspiration comprises of the Anuga Trend Zone, the Anuga Taste Innovation Show and the Anuga Horizon 2050. These are the hotspots for food and beverage trends, innovations and future developments, which you shouldn't miss on your visit to Anuga.

Which highlights are you looking forward to personally?

We are offering numerous interesting event highlights and special events again this year. Here, I am particularly looking forward to our exciting congress programme with the following three events: The innovation summit NEWTRITION X in Cologne on 6 October 2019 addresses future-oriented themes. Renowned representatives from the worlds of science and business will provide a comprehensive overview of the theme personalised diets. Sustainability, the digitalisation and trends are the focal point of the 5thInnovation Food Conference - iFood 2019 on 7 October, which is organised by the German Institute for Food Technology (DIL). The focus here lies on the challenges of the global value chain, digital issues regarding the production, sustainability concepts as well as innovation programmes. The participants of the E-Grocery Congress will discuss the global visions & future trends on 8 October at Anuga. In detail for instance issues such as shop concepts of the future, new distributions channels as well as innovative logistics solutions will be addressed. The international exchange between industry pioneers about the global visions of the online food trade section will also attract many industry players again.