Nürnbergmesse Focuses On Clear Concepts
With some 70 exhibitions and congresses in Germany as well as other countries, the NürnbergMesse Group is ranked No. 7 among large German exhibition organizations. For 2008, it plans to generate revenues of more than 140 million euros. In developing its products, the Group focuses on clear concepts: Its portfolio focuses on highly specialized trade shows and congresses in the fields of technology, pharmaceuticals, food, packaging, construction, remodeling, technical building equipment, and healthcare. A large number of trade shows now have international counterparts.
The organic winery Lorenz in Friesenheim, in the German state of Rhine-Hesse, ventured onto the American market last October. After twice having its own stand at BioFach Nürnberg, Lorenz participated in the German Pavilion at BioFach America for the first time in 2008. "It's not easy to gain a foothold in the American market as a seller of organic wine, due to special producer guidelines and import licenses, " explains Johannes Lorenz, proprietor of the Lorenz organic winery. "Thanks to BioFach America, we were able to establish our first contacts." Barbara Scheitz, Managing Director of the Andechser Molkerei dairy was also pleased with the response of visitors to BioFach America. "BioFach America offered an ideal setting for our products. Moreover, it helped us become familiar with the American market – right at its source, " she said. Scheitz presented the dairy's products at the trade show and had many interesting discussions with trade visitors who stopped by to sample the products.
Peter Schneider, Chief Sales Manager of the German organic brewer Neumarkter Lammsbräu, has been selling his products on the American market since February of this year. Thus, it was essential for him to participate in BioFach America in October in order to reach the appropriate organic-minded target group. "After deciding to launch in the U.S., I felt it was absolutely necessary to have a presence at trade shows, " Schneider said. "We had many valuable conversations with very interested and qualified trade visitors at BioFach America." Half of the German companies represented at the joint stand already registered for the next BioFach America before returning home.
Trade show families worldwide
BioFach in Nürnberg, the German parent exhibition specializing in organic products, currently has four international subsidiaries in North and South America, China, and Japan. BioFach India will be added in 2009.
Another example of NürnbergMesse's international involvement is the American Coatings Show (surface coatings), held for the first time in Charlotte, North Carolina, USA, in June 2008. NürnbergMesse North America, a subsidiary of NürnbergMesse, worked with two industry partners to design the new trade show – which is modeled on the European Coatings Show – specifically for the American market.
With the IPB International Powder/Bulk Conference & Exhibition (powder and bulk technology), the Chinese subsidiary has a counterpart to the NürnbergMesse exhibition duo POWTECH / TechnoPharm. NürnbergMesse China also had the event portfolio of the parent company in mind when it acquired IAC, TME + SENSOR (automation) in October 2008.
Refrigeration and air conditioning experienced a similar process: After the successful premiere of CholodExpo Rossija, Chillventa opened its doors for the first time in October 2008.
NürnbergMesse Group pursues a clear objective: Rather than grandiosity, it offers a focus on essential content and events, with a clearly outlined profile. The best example of this is the global BioFach family. All six trade fairs offer a comprehensive program of supporting events and a conference program. BioFach 2008 in Nürnberg was accompanied by special congresses on current topics of interest – Vivaness Forum (personal care and wellness), the Wine Forum, the Natural Food Academy and Symposium Africa. The Natural and Organic Cosmetics Congress, held in autumn, rounded out NürnbergMesse's offerings in the field of organic products. For the continued international growth of the exhibition families, the NürnbergMesse Group will provide an investment volume exceeding 100 million euros by the year 2020.
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