Earlier this year, Liquid travelled to Dusseldorf for the DOGK (Deutscher Obst & Gemüse Kongress) conference, on behalf of our client the North Carolina Sweetpotato Commission (NCSPC).

This was the 13th year of the conference, and hundreds attended, including retailers, such as Aldi and Lidl, decision-makers, industry experts, marketers, and sales managers.

Taking place at the Congress centre, we worked closely with German marketing agency, Sopexa, to create a show-stopping stand, featuring a decorated horse carriage loaded with Covington sweetpotatoes and a large screen displaying a presentation on NCSPC for passers-by.

Alongside us, exhibitors included other fruit and vegetable distributors, software businesses, data analysts and researchers, food packaging solution companies, and more.

The wider programme focused on the important changes to the way fruit and vegetables are produced, marketed, and distributed, with topics including consumer trends, macroeconomic challenges, AI, the metaverse and unlocking the potential for wider supply. These provided a comprehensive overview of the current market in Germany and gave us insight into industry nuances, challenges, and trends. As a result of our learnings, we were able to provide a detailed overview for our client and help adapt their marketing strategy moving forward.

Why did we attend for the North Carolina Sweetpotato Commission? 

One of the key territories we’re targeting for NCSPC is Germany, so our attendance at DOGK was crucial to making an impression on both those who may not have heard of the North Carolina Sweetpotato Commission before and those who may have contracts with competitors in the industry. By getting NCSPC front of mind with buyers and decision-makers, we had the opportunity to educate on all things North Carolina sweetpotatoes.

By investing our time into DOGK, we were able to showcase our expertise and present NCSPC to key decision-makers and prospective retailers – and from this, we were able to begin our marketing efforts to build consumer awareness and trust.

We also gained a deeper understanding of the state of Germany’s agriculture industry, a factor that will significantly impact our strategy for NCSPC in the German market. Currently, the rising cost of living in Germany is impacting consumer habits, similarly to elsewhere in the world, and consequently consumers are turning to more inexpensive home-cooked meals as opposed to having dinner out. Climate change is also high on the agenda for consumers – earlier this year leading supermarket Penny’s trialled charging true climate costs for foods to reflect their real cost on people’s health and the environment. 

For us and our client, attending DOGK meant we were able to present NCSPC as a front-runner in Germany’s fruit and vegetable sector, leaving an imprint on the industry as we begin our ongoing communications strategy.

Benefits of trade events for our food clients

By investing our time and resources into attending trade events and shows, we’re giving our clients significant levels of exposure by showcasing their products and services to a wide but relevant and engaged audience, raising brand awareness and potential market expansion.

Trade events allow attendees to make helpful connections, by bringing together professionals from various corners of the agriculture industry. We’re then able to connect with the right people and foster beneficial relationships for our client’s objectives.

They’re also a great opportunity for food companies to launch new products, and to highlight unique features, such as nutritional benefits and versatility that the product has to offer.

These events often feature seminars, workshops, and panel discussions. An educational session like these provides us with the chance to expand our knowledge, learn about emerging technologies, the latest food trends, innovative marketing strategies, and gain an understanding of the evolving industry. We’re then in a position to provide our clients with a well-informed update on best practices, educating not only ourselves but our clients too.

Trade events that the client can attend with us are a great opportunity to showcase our dedication to, and knowledge of, the industry. We can immerse ourselves in the buzzing atmosphere, which can spark inspiration and creativity. Whether that’s learning new ways to use certain fruits and vegetables or being inspired by new recipes, fresh ideas can bring new life to campaigns.

Overall, our attendance at DOGK was well-received by decision-makers and has meant that we’re well on the way to re-establishing a ‘sweet’ presence within the fruit and vegetable sector in Germany. We’d encourage companies in the agriculture industry to leverage these worthwhile events and get their name out far and wide.

Get support from experts

As a fully integrated Birmingham PR agency with expertise across PR, social and digital channels, along with a wealth of experience in the global food and beverage industry, we are perfectly placed to help clients make the most of the opportunities presented by trade events.

If you’re interested in support for your business, get in touch today.