Belgian exhibitors and Zespri respond to their move to Hall 27 at Fruit Logistica 2020

Last Friday, 8 November, Fruit Logistica's organizers released a press statement. It confirms that Belgian exhibitors will be housed in the brand-new Hall 27 at the next Fruit Logistica. A few other international companies will move into the new hall too.

What do Belgian stallholders think of this move? What are they going to do to attract visitors' attention? Does the new location offer opportunities for the exhibitors? We asked the Belgian stallholders about their response to this relocation.

VLAM reacted by saying they did not request the move. "We are, however, looking forward to what possibilities this new trade hall may hold. We want to help visitors find the new location easily, not only in 2020. We are, therefore, looking at what additional communication we can offer. We are doing this together with the trade show organizers."

"Meanwhile, we are already preparing a striking presence for Hall 27. We are planning a new trade show concept. From now on, visitors will be welcomed in a wonderful VLAM stand. It will be built from rustic wood, sleek black steel, and colorful atmospheric images."

"Also new is that the 31 potato, fruit and vegetable, and fruit tree companies will have stands in a single VLAM pavilion. One thing will not change. Our trade partners are still welcome to come and enjoy a crisp Belgian beer at the VLAM stand. This will be in Hall 27 from now on," states VLAM. 

“When we first heard the news, we were disappointed," says Ruben Nemegheer of De Aardappelhoeve. “We have been in Hall 6.3 for several years now. Everyone knew exactly where 'the Belgians' could be found. "The relocation was, however, decided by the organizers. No-one can do anything about it."

"The new hall is, however, located right next to the main entrance. That will certainly provide opportunities. With a good eyecatcher, we can attract visitors when they arrive and leave. We are going to make the best of it."

Zespri was also surprised when they saw the relocation plan for the first time. "We did not expect it. We then also contacted a few other Hall 27 companies too. We wanted their opinion."

"The new space can, however, offer opportunities for us. We are still very anxious to see how things will go. But, we will do our utmost to make a success of the new edition."

Peter Van Veen of the wholesale company, Vanco fears the worst but is hoping for the best. "We get the feeling we have been placed in one of the trade show building's far corners. Few people pass through there. Hopefully, it will prove to be the opposite."

"Moving, in itself, is never fun. But we want to give the new space a chance. All the Belgian exhibitors are relocating to Hall 27. That is a good thing. That will ensure that those interested in Belgian companies will end up in that hall," says Geoffrey Delbaere of Warnez Potatoes.

Madlen Miserius, Fruit Logistica's Senior Product Manager, says, “With Hall 27, we are adding a great hall to our concept. Hall 27 will become a showpiece that will house major global players. There will, of course, be a concentrated participation of Belgian stallholders. They were chosen to position a future-orientated concept."

"We are convinced that - given the media and resources commitment, its promotion throughout the entire trade show site, and the VLAM network's promotion - Hall 27 will become a success. Ultimately, visitors come to see a brand, not a specific hall. VLAM, its members, and all the other exhibitors in Hall 27 are aware of this," concludes Madlen.


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