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Final Press Bulletin

RIMINI FIERA

THE FOOD, SEAFOOD, BEVERAGE & LOGISTICS CAPITAL

With 87,943 visitors (10% more than 2006), the 37th MIA, 9th Pianeta Birra Beverage & Co.,

6th MSE Seafood & Processing and 3rd Food & Beverage Logistics Expo closed at Rimini Fiera

The new formula “inside and outside the expo” was a winner

Rimini, 14th February 2007 - The most innovative comprehensive expo event for the beverage market for eating out and large-scale distribution, with four exhibitions held simultaneously, closed yesterday at Rimini Fiera: The 37th edition of MIA International Food Show; 6th MSE Seafood & Processing, Show of Mediterranean Fishing Industry Technology and Produce; 9th Pianeta Birra Beverage & Co., International Show of Beers, Beverages and Snacks and 3rd Food & Beverage Logistics Expo, Solutions, Models and Trends for the supply chain.

The leading companies of the four sectors’ market were spotlighted. Among the numerous participants: at MIA, Nestlè was there with two divisions and a colossus like Unilever came to Rimini with the famous Knorr brand. There were also Bonduelle, Montana, Orogel, San Carlo, Le Tre Marie, Agritech, Surgital... At PIANETA BIRRA outstanding names included Heineken, Warsteiner, Carlsberg, Paulaner, Ceres, Forst... "LE ACQUE" (Water) thematic area hosted the most important names in the Italian sector: Sanpellegrino, Ferrarelle, Nerea, Fonte Plose, Sorgente Santa Croce, San Benedetto. The "DISSETA" section also hosted top manufacturers (just as an example, as far as fruit juices were concerned, Conserve Italia with the Derby Blu and Yoga brands, plus Pfanner, Natex, Pago, Partesa... and for the soft drinks sector: Coca Cola, Pepsi, Red Bull... In the "ESPRESSO & HOT DRINKS" thematic area, hot drinks’ top names: Illy, Brasilia, Caffè Pascucci, Eraclea, Espressaroma, Essse, Moka Rica, Natfood, Nespresso, Sirea, Caffè Vergnano...

Overall, the “poker” of expos occupied 100,000 square metres, offering a complete overview of the products of 1,400 companies, between direct exhibitors and represented firms.

On the basis of the figures audited by ISF*, visitors totalled 87,943 (10% more than the 2006 edition), of whom 2,817 were foreign.

561 journalists from Italy and abroad were accredited in the press room. During the four days, the event was covered by Italian and foreign trade and specialist press, as well as the major national, regional and local press; the expo halls hosted the cameras of TG1 Economia, TG2 Costume e Società, TG3, TG5, La7, Sky, Rai Uno with “Linea Verde”, and were covered live by “Quelli che il calcio” (Rai Due).

No less than 15,346 passengers used the Rimini Fiera railway station, compared with 12,787 in 2006.

NEW FEATURES AT THIS EDITION

Rimini Fiera chairman, Lorenzo Cagnoni commented, "The 2007 edition was the most important and comprehensive European expo event for the eating out and catering food and beverage sector. The extension of the expo centre, completed last summer, proved to be of strategic importance: this year we used all the space available – no less than 16 halls – for a total of 109,000 square metres of exhibit areas and no less than 60,000 for the services. This same farsighted policy was also seen in the bringing together (starting in the 2006 edition) the business outlets dedicated to the HoReCa trade and those for large-scale distribution. Alongside the expo area, we organized a program of events able to emphasize this trend, as our job is always to favour our exhibiting firms’ business by bringing together supply and demand.”

Business Unit Sales Manager, Patrizia Cecchi, added “Rimini Fiera has confirmed its role as a hub for interaction - following a modern logic of partnership with our clients, we tried to plan and stage the four expos according to a leitmotif of global contacts and exploitation of the entire production chain. We thus brought together manufacturers, producers and distributors, venues owners and large-scale distribution representatives, all united by the key issue of logistics.”

Responding precisely to market requirements, this year Rimini Fiera inaugurated a series of events ‘outside the expo’ destined to involve end consumers, while keeping admission to the expo strictly limited to trade visitors. MIA therefore presented the “Stronghold of Taste”, a project by Rimini Provincial Government's Department of Agriculture and Manufacturing Activities organized at Castel Sismondo fortress, in Piazza Malatesta, right in the centre of town: a series of events and tasting sessions of typical Rimini produce, which attracted a great deal of interest, thanks also to the suggestive location. PIANETA BIRRA BEVERAGE & CO. on the other featured the debut of the’ “Happy Hour Village”, an area based on amusement and featuring entertainment and music in front of the expo centre’s west entrance. The passion for “blondes” also infected the heart of Rimini. Piazza Tre Martiri was transformed into a real “Salotto della birra” (Beer lounge), with stands for the sale of unique craft products, such as those by micro-breweries from all over Italy and abroad.

THE INAUGURATION AND NOMISMA SURVEY

The joint ribbon-cutting ceremony was entrusted to the Chairman of the Emilia-Romagna Regional Government Vasco Errani, who put the accent on the sector's peculiarities, in an area that has a traditional vocation for the culture of good food and the taste of genuine beverages. He said, “The food & beverage world, gathered at Rimini Fiera, is growing fast, from the point of view of the expo and the quality of the products on show. This is a leading edge event at international level, in perfect sync with what the country is able to offer from this point of view. In fact, our agri-food trade is unrivalled in the world and is going in the right direction - featuring quality, safety, traceability and certification. The Rimini showcase is therefore an important driving force for strengthening its image and increasing its competitiveness.”

On inauguration day, the traditional report on eating out promoted by Rimini Fiera was also issued. Entrusted this year to the Nomisma research institute, it is entitled “NEW FOOD FOR NEW PEOPLE, New products - between Large-scale Distribution and eating out:  in competition or complementary?

Spending on meals eaten out exceeded 60 billion euros, a sum that represents a third of food and beverage consumption in Italy. The new aspects highlighted by the survey included, "the new frontier", made up of ready-to-eat dishes purchased in super and hypermarkets. These are ready-cooked products in pre-packed containers (salads with rice and spelt, boiled and grilled vegetables, dressed salads, fruit salad), sold over the counter without any additional services, and eaten cold or quickly heated in a micro-wave oven, which the majority of companies now put at employees’ disposal. Among this ready-to-eat food, there is a great deal of interest in ethnic products, with 5% of ready-packed meals purchased in large-scale sales outlets being accounted for by couscous. Nomisma emphasizes how spending is on the rise: 4.9% more than the previous year.

THE FOUR EXPOS IN SHORT-FORM

37th MIA International Food Show: 34,000 m2, 700 exhibitors, 5 sections (Catering & Biocatering, Gluten-free, Sandwiches & Snacks, Regional Specialities and Frigus). Among the events to be remembered, the “Chefs’ Piazza” with Artistica 2007 (200 chefs competing from Italy and abroad) the “Innovation Theatre”; "Tomato Red – 6th Festival of Italian Cuisine" with Ettore Bocchia, Lucio Pompili, Claudio Sadler...; the 6th Gluten-free Pizza Championship and the 3rd 5-star Biopizza Championship.  Plus, conferences on large-scale distribution and eating out, organic produce in collective food service and celiac disease. From this edition, there were also events outside the expo, with the “Stronghold of Taste”, organized by Rimini Provincial Government.

6th MSE Mediterranean Seafood Exposition: organized in partnership with US company DBC, it spotlighted the entire seafood chain. On show, business experience and production, processing, preservation, marketing and consumption technologies, with a focus on the relationship between production and catering. 170 firms in an area of 6,000 square metres of expo space. Conferences includes, ‘The Emilia Romagna Region’s seafood sector activity’, ‘The market is increasingly blue’; “Research, development and technical innovation in the Mediterranean seafood sector: the needs of small and medium enterprises”; ‘Globalization of the seafood sector’. Sponsors were Emilia-Romagna Regional Government, Federcoopesca, Federpesca, UNCI Pesca, AGCI Pesca, API, Legapesca, Assoittica, Federop, O.I. Seafood Chain;

PIANETA BIRRA BEVERAGE & CO.: the sector’s most important expo and strictly limited to trade members. 450 companies, 53,000 m2, an extraordinary showcase for beer and seven specific sections for the other products on show (Water, Espresso & Hot Drinks, Fruit Juices & Cordials, Spirits & Wines, Organic Beverages, Equipment and Pub Snacks). Side events at the expo included: craft beer tasting, the ceremony for the “Il Mondo della Birra Awards”, Italgrob conference events, “I love beer” (a focus for venue owners) and “Europe at the Pub”, with hotel schools from Italy, Ireland, England, Germany, Belgium, the Netherlands, Czech Republic and Denmark. In 2007, PIANETA BIRRA extended outside the expo venue, addressing the public with Drink Village; great events in the surrounding area and venues, from “Il Salotto della Birra” (The Beer Lounge) to “Happy Hour Village” and “Menu a tutta birra” (beer-based menus).

FOOD & BEVERAGE LOGISTICS EXPO: the only Italian expo event entirely dedicated to services, technology and equipment for F&B supply chain management. For the expo area, 70 firms in 6,000 square metres (over 200 business meetings held between logistics sector specialists and companies). For the conference part, with appointments on demand, management application solutions, distribution, frozen and refrigerated products, Ho.re.ca. and fashion transport. Organizers: Rimini Fiera SpA; in collaboration with: AILOG and Mark Up;

(*) Rimini Fiera collaborates with ISF – Istituto di certificazione dei dati Statistici Fieristici (Trade Fair Data Auditing Institute) - founded to meet the need for certainty in domestic and international trade fair figures.

ISF was founded by the associations that represent the Italian expo system (AEFI - Association of Italian Expositions & Fairs, CFI - Fair and Industry Committee and CFT/Assomostre - Association of Specialized Shows) and Unioncamere (Italian Union of Chambers of Commerce) in order to compare, assess and choose trade fairs by means of accurate comparable figures.

Auditing certifies that a service or product complies with a specific norm that establishes its requisites.

The ISF logo has thus become synonymous with transparency and security.

FURTHER INFO FOR THE PRESS:

Rimini Fiera SpA Communication and Media Relations Service

Manager: Elisabetta Vitali;

Press Officer: Marco Forcellini; Italian/foreign Service: Nicoletta Evangelisti and Alessandro Caprio;

Media Consultant (Italy): Cesare Trevisani; Foreign Corporate Media Consultant: Ingrid Moesges Nisi

+39-0541-744510 n.evangelisti@riminifiera.it

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