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3 Questions to...
... Elke Moebius
Elke Moebius, Director InterMopro / InterCool / InterMeat
1. Can you describe the new concept for the trade fairs InterMopro, InterCool and InterMeat?
Fresh, innovative and tailored specifically to the current needs of retailers. We are sure that this re-launch of the trade fair concept will fortify the position of the three trade fairs as the foremost B2B meeting point for decision-makers from the freshness industry and the retail sector. For example, the focus of the three trade fairs will definitely be on the counter, be it the sales counter, the pre-pack counter, the refrigerated counter or the freezer. After all, the counter is an extremely important sales generator in the retail business. In addition, there will be “Brand Villages”, where brand name producers will be represented in particular. In addition, the “Gourmet Plaza” with its Mediterranean design will become the central marketplace for delicatessen and fresh regional products in 2012. The structural changes include, among other things, the separation of food and technology suppliers into clearly defined areas. We are also responding to exhibitors’ requests to shorten the duration from four to three days. As another new development, InterMopro, InterCool and InterMeat 2012 will be separated in time and location from hogatec, which will be held in Essen for the first time in September 2012.
2. Does a new concept also entail completely a new appearance?
Yes. The new design is meant to clearly express the idea of the re-launch of the brand. Modern, clear logos correspond with the young, dynamic selection of motifs on posters and advertisements. All reflect daily shopping scenarios in an emotional and humorous manner. A feature of the new brand management is the clear delineation of the individual events. This way, InterMopro, InterCool and InterMeat are again being noticed better as individual specialised trade fairs. We are thrilled to have been able to attract as partners for this comprehensive campaign the Food & Beverage specialists of the agency taste! from Offenbach.
3. Which advantages do you see for exhibitors and visitors?
A clear advantage for exhibitors is the shorter duration, because trade visitors are visiting the stands in a more focused and concentrated manner. The lavishly designed Brand Villages offer brand name representatives in particular the opportunity to shine a spotlight on their specific products. In addition, they also receive a comprehensive all-inclusive service package. The first-time booking of Halls 9-12, directly adjacent to the north entrance, not only guarantees optimal accessibility but also facilitates a clear separation of the three product/service groups of InterMopro, InterCool and InterMeat, respectively. In addition, the separation of food and technology assists visitors in their orientation onsite. Visitors will also benefit from the new design of all three Internet portals. The structure is modern and purist. It takes the user directly and without detours to the desired trade fair services and industry information. Last but not least, visitors who have bought advance online tickets may take their e-tickets directly to the turnstile. There they will receive their personalized badges, and they don’t have to deal with delays at the ticket office. Again our motto is: Simple, clear, professional!