The brief
USA Pulses showcased its premium, sustainable pulse ingredients at Anuga 2025 (4–8 October, Cologne), the world’s largest food trade show attracting 145,000 visitors from 190+ countries. The event provided an unparalleled platform for global networking and business development.
Our approach
As Market Representative for Northern Europe, Liquid PR managed all aspects of USA Pulses’ presence, from stand logistics and trade servicing, to hosting a high-profile cocktail reception and coordinating three live cooking demonstrations in the USA Pavilion. Pre-event outreach targeted 500+ industry contacts, supported by printed sales collateral and branded merchandise to drive engagement.
The impact
During the five-day show, 159 trade leads were secured, including 56 from European contacts—representing 35% of the new business pipeline and signaling strong regional growth potential. Visitors interacted with pulse samples and recipe cards, reinforcing USA Pulses’ versatility in modern cuisine.
The reception on 6 October attracted 109 attendees from a 500+ invite list, featuring an address by CEO Tim McGreevy and curated pulse-based dishes. Positive feedback highlighted the event’s success in strengthening trade relationships.
Through strategic planning and experiential activations, Liquid helped USA Pulses amplify brand visibility, foster industry connections, and position pulses as a key ingredient for food innovation.
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