Attending a food and beverage trade show can be a turning point for your startup, offering a prime opportunity to showcase your innovations — whether food products or Foodtech solutions — and connect with key industry players.
But it’s important to remember that food fairs are more than just a sales opportunity—they’re about creating an experience. Attendees engage all their senses, tasting, seeing, and learning about your offerings in real time. This makes how you present yourself as crucial as what you’re showcasing.
Proper preparation is essential to avoid missing out on potential leads and partnerships.
Whether it’s your first food and beverage trade show or you’re looking to elevate your game, a solid strategy is key!
Pre-Show: Preparation Is a Key
Do your research
Identify who’s attending, target the buyers and partners you want to engage, and understand how your products or technologies fit into the market. Be clear about the specific problems you solve for your target audience, so they can see the value in stopping by your booth.
Reach out to previous startup exhibitors and ask for their tips and advice.
Set a clear strategy and goals
To help guide your strategy, consider these key questions:
- What products or technologies will you showcase?
- What’s unique about your brand or solution?
- How will you capture attention at the event?
- Who are your key connections (buyers, partners, investors)?
Before the event, define specific and measurable objectives to stay focused and track your success. Setting clear, quantifiable targets helps you evaluate your performance post-show and ensures you’re working toward concrete outcomes.
Examples of measurable goals include:
- Drive more than 300 visitors to your booth.
- Gather feedbacks from at least 75% of attendees.
- Generate 100 high-quality leads.
Promote in advance
Don’t wait for the show to promote your presence. Share on social media, send invites, and include the event in your email marketing. Tag the organizers to increase visibility. Example from startup The Crushi who promoted their presence at SIAL and Horecava on Linkedin :
Prepare your booth
Design a visually appealing display. People eat with their eyes first, so make sure your booth is neat and showcases your products beautifully. Consider showing raw ingredients and clear packaging to attract visitors. Example with S’Noods at Summer Fancy Food Show 2024:
Get your materials ready
Ensure you have all necessary materials: business cards, brochures, and promotional items. A landing page with a QR code to access product info can be a cost-effective alternative to printed materials. However, at food trade shows, many still prefer business cards and printed materials, so keep that in mind.
Staff training
Train your team to handle objections and maintain a positive attitude throughout the event. They should be prepared to highlight your unique selling points and engage effectively with attendees.
During The Show: Make a Strong Impact
Stay positive and engaging
If you receive negative feedback, don’t take it personally. Keep smiling and stay approachable, even when you’re tired — positive energy is contagious.
Expect crowds
Trade shows are busy, so prepare for a constant flow of visitors. Stand, don’t sit, and be ready to engage potential leads as they walk by.
Make it a feast for the senses
Engage attendees visually and with tastings, if possible. Keep your booth clean and products well-presented. Hands-on demos can capture attention effectively.
Safety first
Since attendees may not be familiar with your company and could be cautious about food products from startups, it’s crucial to demonstrate safety. Using utensils and providing pre-portioned samples will help ensure hygiene and build trust with potential customers.
Be interactive and creative
Even though it’s a business food and beverage trade show, people are here to enjoy themselves too! Food is fun, so tap into that by adding interactive elements like demos, tastings, or contests. Engaging visitors with a memorable experience will not only capture attention but also make your booth stand out from the rest.
Le Magicien Bio at SIAL Paris 2022 featured costumed performers in magician attire, captivating magic tricks, and enchanting decorations:
Partner with other startups
Network with complementary exhibitors and share leads to expand your potential client base and foster future partnerships.
Track your leads
Ensure you capture contact details of interested buyers—business cards, notebooks, or lead capture tools. Don’t miss any follow-up opportunities.
Post-Show: Follow Through To Maximize ROI
Prompt follow-up
Reach out to leads within a week. Your first email should thank them, offer further engagement opportunities, and extend any special offers. Focus on building the relationship, not hard-selling.
Evaluate your success
Review your performance against the goals you set. How many leads did you generate? What feedback did you receive? Use this to improve your approach for future shows.
Keep the momentum going
Share a recap of your trade show experience on social media, thanking everyone who visited your booth. Stay active in engaging potential clients and partners from the event.