APEDA’S PARTICIPATION REPORT

ANUGA 2017
7 - 11 October 2017

1. Place and venue: Koelnmesse Exhibition Grounds, Cologne, Germany

2. Date of the event: 7-11 October 2017

3. General description about the event / trade fair

Export and innovations are the growth drivers of the worldwide food industry. The 34th
ANUGA, held during 7th- 11th October 2017, was the best trade fair in a long time for
many of the exhibitors. More than 7,400 companies from 107 countries, a new record,
presented products from all over the world and all categories over the course of five days.
Around 165,000 trade visitors from 198 countries took advantage of this unique offer for
sourcing, information and ordering at top level.

In addition to the high level of internationality, which characterised the picture of the
trade fair on all days, the quality of the visitors was once again outstanding. For
example, Executive Directors and top buyers from leading global trading companies were
registered. The out-of-home market was also represented by international teams in
Cologne as well as decision-makers from the major online trading companies. The trade
fair was opened by the NRW Minister, Christina SchuleFöcking. The honorary guest at
the opening was the Indian Minister for the Food Processing Industries, Smt. Harsimrat
Kaur Badal. India was the partner country of ANUGA 2017.
4. APEDA stand details viz. area, location etc.

Government approved APEDA’s participation in the 34th ANUGA 2017 held at the
Koelnmesse Exhibition Grounds, Cologne Germany, and this time it was of even more
importance, as India was a partner country in ANUGA 2017 which brought India to the
fore front and main limelight.

For India Pavilion, ITPO had taken a total space of 1257 sq. m out of which APEDA had
booked 504 sq. m space for organizing its participation during the event and India
Pavilion was set up in hall 11.3

33 exporters participated in the event. APEDA displayed a range of food products like
basmati rice, dehydrated spices, processed foods, pickles and chutney, snack foods,
frozen products and peanut and peanut products etc. The entire India pavilion had a
very aesthetic and culturally rich design giving it a very attractive look and feel. It was
set up for Indian Agri products, and was greatly appreciated by the exporters, importers,
embassy officials and the visitors.

APEDA Pavilion and the mezzanine lounge were the real attraction and buzzing centre
for visitors and created a bright, colourful and vibrant ambience accompanied by
pleasant exoticaromas of different Indian Food ingredients. The lounge area was
strategically placed in such a manner that it was seen right there from the entrance.
Biryani sampling counter gave the Indian Pavilion the significant presence at the show
and was adored by the visitors.
5. India as a Partner country in ANUGA 2017

With 82 million consumers, Germany is the largest market for food and beverage players
in Europe. Total food retailing revenue reached € 191 billion in 2015, growing by 2.3%.
Meat products formed the largest share of the German food and beverage industry in
2015.At the same time, taking into consideration the grandiosity of the ANUGA
exhibition, with ten exhibitions combined together, around 160,000 visitors and over
7,000 exhibitors showcasing innovative products, being a partner country at such a
show was the right decision in all aspects. It brought the Indian brand, cuisine and taste
palette which is praised all across the globe, into the limelight. The Indian brands came
to the forefront and with the help of APEDA, the exhibitors got the attention and the
right kind of business leads, which is what they always look forward to.

In fact, many exhibitors felt that India being a partner country added a lot of advantage
for them in terms of quality visitors and to warrant a repeat visit.

The export-oriented Indian food industry was thus able to reach an international and
first-class trade audience at Anuga. The innovations, which as always were a key focus
of Anuga, contributed towards providing the industry with new impulses and ideas.

The high interest from the international food industry proves that the trade fair is a
must-attend event in the diaries of the food manufacturers and buyers. Anyone, who
wants to get a picture of how the world eats and drinks today, has to come to an
exhibition like this, and being a partner country here, gives you the stage and public eye
of the entire world to showcase the products displayed by Indian exhibitors. With the
brandings placed throughout the exhibition and the quality of stalls and lounge areas,
ANUGA 2017 and India as its partner country was a huge success.

5. Individual Stalls:

The entire pavilion was custom built, using premium finishes ensuring prominent
visibility of Brand India and comfort of individual exhibitors.

An innate design panel was introduced in the stall design this time which
enhanced the look and feel of the stall, giving it a very traditional touch. All the stalls
were provided with custom built reception table cum display counter and with shelves
for the display of their products. They were provided with high quality & high power
lights for better visibility. Aesthetically designed and smartly placed India overhead
brandings ensured visibility from across the hall.
Following companies participated under APEDA:-

 All India Rice Exporters Association

 Punjab Markfed
 Beehive Farms Pvt. Ltd.
 Bhole Nath Foods Ltd.
 Radika Rice
 M.R.Overseas Pvt. Ltd.
 Viral International
 Khedut Feeds And Foods Pvt. Ltd.
 Rainbow Expochem Company
 Richfield Industries Private Ltd.
 Fuletra - Stallion
 Kiz Foods Limited/ Supreme Food
Ingredients
 Panchvati Foods
  Greendot Health Food Ltd.
 Wholesome Foods
 Saaz Foods Peanut Butter
 Galaxy Foods India
 Fiza Exports
 Keeva International
 German Foods
 Freshtrop Fruits Ltd.
 Real Dehydrates
 Patson Foods (India) Pvt. Ltd. (Guj.)
 Maahir Foods
 Hanuman Rice Traders
 Shreeji Dehydrate Export
 Whitefields Overseas Limited
 Al-Gyas Exports Pvt. Ltd. Star
Trading House
 Ttk Healthcare Ltd. - Foods Division
 ChamanlalSetia Exports Ltd.
 Austin Foods & Beverages Pvt. Ltd.
 Midas Agro Foods Private Limited
 VNKC AgrocomPvt. Ltd.

6. INNAUGURATION

Her Excellency Smt. Harsimrat Kaur Badal, Union Cabinet Minister of Food Processing,
Government of India, and NRW Minister, Christina SchuleFöcking inaugurated APEDA
pavilion. Mr Santosh Kumar Sarangi, Joint Secretary, Ministry of Commerce & Industry,
Shri D.K. Singh, Chairman APEDA along with Smt. Pratibha Parkar, Consulate General-
Frankfurt visited APEDA pavilion and discussed various issues with Indian participants
to have a better market access of their products in European market for Indian
products.
7. Chief Guest

HON’BLE Union Minister for Food Processing Smt. Harsimrat Kaur along with other
important dignitaries visited the Indian Pavilion on 7th October. The chief guest took the
time out to visit all the exhibitors at their booth and discussed with them those extra
efforts that could still be made by the Government to help drive more mileage for the
participating companies at such mega-events.

The dignitaries that attended the inauguration were:

 Smt. HarsimratKaur (Union Cabinet Minister of Food Processing, Government of

India)

 Christina SchuleFöcking (Minister for the Environment, Agriculture, Nature and

Consumer Protection, Germany)

 Smt. Pratibha Parkar (Consulate General-Frankfurt)

 Lord HenrietteRecker (German lawyer and independent politician)

8. Design and construction:

A committee after the necessary technical and financial bidding processes decided to
award the responsibility of coordinating and managing all the activities at the India
Pavilion covered in a space of 1257 sq. m under the guidance of APEDA to M/s
Seventy Seven Entertainment Pvt. Ltd. which included the designing, setting-up and
managing of the India Pavilion.

India Trade Promotion Organisation had also participated along with their exhibiting
companies under India Pavilion.
 9. APEDA

A delegation of exporters was lead by Mr. Devendra Kumar Singh, Chairman

APEDA for participation in the event. Mr. Sunil Kumar, Director, and Ms. Vinita
Sudhanshu, Deputy General Manager, APEDA organised APEDA’s participation in
the event

10. Samples and Products Displayed

 Beverages
 Tinned Food
 Fruits and Vegetables
 Rice
 Dehydrated Spices
 Mouth Fresheners
 Ready to Eat Products
 Wines and Spirits
 Ingredients
 Gourmet Food
 Health Products
 Frozen Food
 Food Supplements
 Savoury Grocery Product

11. Signage & Graphics

While designing and executing the India pavilion, the key consideration was the
uniformity in the colour schemes and graphical mixes used for different booths inside
the pavilion. The signage and graphics were intended with one message of promoting
agro food products of India. The graphics were designed keeping in mind the rich
heritage and cultural Indian background along with the modern development taking
place in processed food sector.

A special effort was also made to ensure uniformity of branding across the entire India
Pavilion. All the posters for the individual exhibitors were centrally designed using the
services of Seventy Seven Entertainment and all the exhibitors were satisfied with poster
placements.
12. Special campaign undertaken during the exhibition

Wet Sampling of Biryani and Wine

In continuation to the efforts already underway by APEDA to introduce the world to the
aromatic flavour of the Indian Basmati rice and also in this process, open new avenues
for the Indian rice exporters. Dedicated Sampling areas were created inside the common
area for the biryani and wine. 200 kg basmati rice specially procured for the purpose
was shipped to Cologne and highly popular Indian restaurant was hired under the
supervision of APEDA, to serve the Veg & Non-Veg Biryani during the event days.

APEDA helped in procuring the Indian wines to the venue for sampling. Especially
design display racks showcased the Indian wines which were a huge attraction and
enhanced the look and feel of the common area.

Buyers’ and business visitors had an opportunity to try the wines from the exhibitors at
the tasting zone. The wine tasting area served as the venue for the tasting sessions and
gather enthusiasts from diverse regions.

Special effort was made to educate the visitors during the wine tasting sessions about
the unique flavour of the Indian wines and their pairing with Indian cuisines like
Biryani.

The event was an instant hit and attracted long queues of business visitors patiently
lining up to sample this unique cuisine. The aromatic biryani and Indian wine sampling
served the purpose and fulfilled the goal of promoting the Indian flavours all around the
globe as the sampling created a huge buzz during the exhibition and was highly praised
by the visitors.
13. Participant’s Feedback Report

The participating exporters’ feedback is that their participation in the show was
generally good. 65% of the exhibitors said their objective was largely achieved. They
received serious business enquiries from the buyers which are being followed up for
generating business.

The exhibitors experienced quality visitors this time and their goals behind participating
in such exhibitions were fulfilled to a certain extent. Many exhibitors developed serious
business leads.

75% of the exhibitors said that the overall arrangements made by APEDA were very
good.

The markets that were explored and quality leads were developed by the exhibitors from
the following countries: Germany, US, Canada, Australia, Thailand, United Kingdom,
West Africa, Poland.

An average of around 43 trade enquiries was received by the exhibitors during the event.
Around 54% of the exhibitors when asked said that they received very good quality
visitors.

Overall, the participants in this edition of ANUGA were largely satisfied with APEDA’s
arrangements and coordination.

14. Recommendations/Learnings:

1. All the Indian organizations who participate in this event should participate under
one umbrella for better branding of the country and effective showcasing the
strength of Indian products. It gives the Indian Pavilion more meaning and puts
the emphasis on India as a whole.

2. Advance planning and sufficient amount needs to be spent on advertisement and

publicity of APEDA’s participation.

3. The approval of Government must be taken at least a year before the Show for
such prestigious events for enabling to achieve optimum benefit out of the
exhibition and also overall effective participation of APEDA.

4. The space of India pavilion including APEDA needs to be increased for showcasing
the vast potential of Indian food products.

5. Participation should be followed up with promotion programmes in retail outlets

with the support of Indian Embassy.
6. A PR Agency needs to be engaged for pre & post event follow up after APEDA’s
participation.

7. India pavilion should be located at a prominent place. ITPO may pursue with the
event organisers.

8. Possibility may be explored for taking space in product specific hall to enable the
concerned exporters to get a better response by putting their stall in relevant areas
of the event.
 ANUGA2017- VISITOR'S DATABASE
S.NO. NAME OF THE COMPANY/ PRODUCTS
CONTACT PERSON

2 Joseph Abraham , Managing Director Basmati rice, sea food, ready to eat
MULACKAL Handel GmbH mango pulp, drinks & tea, and
Add: cashew nuts
LaxenburgerStraBe365
GroBmarkt Wien -Inzersdorf/Halle A3
1230 Vienna - Austria- Europe
Phone: +43 1 33 43 508
Fax: +43 1 33 43 508 20
Mobile: +43 699 111 664 26
Email:[email protected]
4 Martin Boon,Sourcing& Development Processed food importer
Manager
Fair Trade Original
Add:
Multatulilaan 12, 4103 NM
Culemborg
TheNetherlands
Phone: +31 345 54 51 81
Mobile: +31 6 510 510 53
Fax:+31 345 52 14 23
Email:[email protected]
5 S.BenjaminPrakash , Chief Strategy Organic Food
Director
Kiwi Kisan Window Pvt. Ltd.
Add:Dr. Kotthaus Str. 26
52351 Duren , Germany
Phone: +49 2421 393053; +49
15237664202 ;+4917636810776
Mobile: +91 9012662662
Email:[email protected];
[email protected];
[email protected]
6 NareshPhulwani, Managing Director Not mentioned
Smartcart.ae
Phone: 04-3539277
Mobile: + 971 50 451 5392
Email:[email protected]
8 Burcu ACIMIS, International Sales Not mentioned
and Visitor Promotion Manager
ANFAS
Add:
ANTALYA: PinarliBeldesi 07 110-
Aksu /Antalya
Phone: 0242 462 2000
Ext:122ISTANBUL:CobancesmeMah.
Sanayi Cad. No.44 Nish
Istanbul D Blok D:190 Kat:16
Pk:34196
Y.BosnaBahcelievler, Istanbul
Phone:0212 213 3625
ANKARA: Gazi Mustafa Kemal Blv.No:
64/8 Cankaya/Ankara
Phone:0312 229 7876
Mobile: +90 533 235 6455
Email:[email protected]
9 VinodHarie,Director Wholesaler and retailer of quality
The Spice Emporium whole, ground and blended spices,
Add:31 Monty Naicker Rd, grains, lentils and beans, flour,
Durban 4000,South Africa basmati rice, oils, papad, pickles,
incense and more
Phone:+27 82 779 7865; +27 31 332
5888
Fax: +27 31 332 8280
Email:
Retail: [email protected]
Wholesale & Distribution:
[email protected]
12 Amar Choudhary, Senior Key Account Organic Food
Manager, SAARC Countries
Verbruggen
Add:Bouwerskamp 13
8301 AE EMMELOORD
The Netherlands
Phone: +31 6 33 64 07 00; +31 527
62 02 32
Email:[email protected];
[email protected]
13 HalukCengiz , Senior Landesdirektor Not mentioned
SektorEnergie
Add:
Headquarter: Im Mediapark8, 50670
KolnPhone:0221 46 78 14 00 Fax:
0221 46 78 14 99 Sales &
Education Center: Von-Hunefeld-
StraBe 1 , 50829 Koln
Mobile: 01 72 - 6 81 59 98
Email:[email protected]
14 Kapil Sharma Didi Frozen Foods
SATYA Western Food
Add: Bonner Str.126 (Grobmarkt),
50968 Koln-Bayental
Phone:+49 (221) 9345 8020-21
Fax: +42 (221) 9345 8022
Mobile:+49 (177) 3580 209
Email:[email protected]
15 VinayVermani Grains & pulses
IndischeGewurze Und Spezialitaten
Add:Holtystrabe 1
(EingangMarienstrabe)
30171 Hannover
Phone: (05 11) 3 63 17 11
Fax: (05 11) 3 63 17 14
Email:[email protected]
17 S.Balachandar, Director Coconut related products,
Wondernut Coconut Bay , Alpine processesor and exporter
ImpexPvt. Ltd.
Add: Jaya MW, 228/2/A-
Maegahawatha, Delgoda, Gampaha,
Sri lanka.
Phone: +94 776500998; +91
9443311985
Email:[email protected];
[email protected]
18 Nicolas Dolle, CEO Sales and distribution of drinks
P-A-Systems
Add:Heilbronner Str.49
DE-73728 Esslingen am Necker
Phone: +49 (0) 711 504 774 88
Mobile: +49 (0) 157 501 151 11
Email: .nicolas.dolle@p-a-
systems.com
19 Petra Ray, Director Retail management
Stamegna Retail Management Add:
H-1013 Budapest, LanchidUtca 7-9
Phone: +36 30 296 4506 ; +36 1 78
46 642
Fax: +36 1 78 46 638
Email: [email protected]
20 AmanUppal, Head-International Fruits and vegetables:
Markets fresh/processed canned fruits and
Organic Inn,Welcome Groups GmbH vegetables,
GS Import & Export Sp. z.o.o cereals: Fresh/ Processed
Frozen fruits and vegetables and
Add:Al.Jerozolimskie 85 lok.21
ready to eat foods
02-001 Warszawa, Poland
Phone:+48 729 490655; +49 174
2095010
Fax: 0049 69 9515 6669
Email:[email protected]
m Reliance Technocrats
Add: F-294, Industrial Area phase 8-
B, Mohali, Punjab 160059, India
Phone: +91 8283923700
Email:
[email protected]
21 Jesus ConesaUrrea Paprika oleoresins and spices
Oleorresinas Mar Menor, S.L.
Add:Ctra.Lo Romero Km.1,
30740 San Pedro Del Pinatar ,
Murcia- Spain
Phone:+34 968 18 13 69
Fax: +34 968 18 39 48
Mobile: +34 609 610 590
Email: [email protected]
22 Jose Nilavoor, Managing Director Organic and processed food
Josco Asian Food Trading GmbH
Add: Senefeldergasse-7, 110 Wien
Phone: +43 1 6004771
Email: [email protected]
Add: Franz-Jonas-Platz-11 Top 3 ,
1210 Wien Phone: +43 1
2711312
Email: [email protected]
Mobile: 0043 699 1913 90 34
23 Bashir Parker, Purchase Manager Baked food processors
Aleid Food Co.
Add: P.O. Box 41081 Code No. 85851
Kuwait
Phone: 24335300; 24335400 Ext:232
Fax: (00965) 24338216
Mobile: 97818368
Email: [email protected]
25 Dian Melissa Spices
CV. Sunshinefood And Co.
Add: Jl.GunungLumut No.80 ,
Padang SambianKelod, Denpasar ,
Bali 80117, Indonesia
Phone: 085737416787;
085107131874
Mobile: 081 884 0864
Email: dmelissa@sunshinefood-
bali.com
26 Nyetam Luc, Industry Expert / Organic products
Chantal ElombatMbedey, Director
Bureau De Mise A Niveau Des
Entreprises
Add:
HEAD OFFICE: Nlongkak, Y aoun de-
Cameroon , Behind the centre region
governor's services, gendamerie entry
AGENCY OFFICE : Akwa, Douala-
Cameroon , Ideal Round about, SCI
Diamare Building
Phone: (+237) 242 131 620 ; (+237)
222 220 293 ; (+237) 699 906
703/(+237) 222 208 823 ; (+237) 677
742 382
Email: [email protected]/
[email protected]
27 Y. Erol HALLAC, Sales and Marketing Not mentioned
Representative
CANTONI MARITIME AGENCIES
S.A. Add: Ismet Inonu BulvariKlas
Plaza No.70 B-Blok Kat:9 D:17 33050
Yenimahalle-Mersin , Turkey
Phone: +90 324 237 50 50
Fax: +90 324 233 06 04
Email: [email protected]
28 Hernan Chavez Saez Not mentioned
ComercialAlisur LTDA
Add: Pedro Mira 789, San Miguel,
Santiago Chile
Phone: +56 9 9050 9450
Email: [email protected]
29 P. Saravanan (chief Executive) Food stuffs: imports and exports
Vishnukumar Trading (L.L.C)
Add: Shop No 5, Behind Alras Hotel,
Al-Ras Market, Deira, Dubai, UAE
Phone: +971505542965/
+919952095941
Email: [email protected]
30 Sabine Hardebusch Fish
Farmers Land Food GMBH
Add: An der Pont 48, D - 40885,
Ratingen
Phone: +49021027402522
Email: [email protected]
31 RiadhGader Processed food
Groupement Des Industries de
Conserves De Alimentaires
Add: 77, Avenue TaiebMehiri, 1002 -
Tunis, TUNISiE
Phone: +21671782633/
+21628868751/ 9870425
Email: [email protected]
33 IljaRuvinskij. Fruits and vegetables
Kraus Ghendler
Add: AachenerStrabe 1, D - 50674,
Cologne
Phone: +4922167770055
Email: [email protected]
34 Hamdi Al Sughair Processed Meat & spices
Al-Zahraa Mills
Add:Ammanm - Jordan
Phone: +962795628324
Email: [email protected]
35 FouedGueddich Rice
Agrigold International/ Sun
Antipasti
Add: Apt N. B02 Bloc B,
Immeublel'etoile du nord, Centre
Urbain Nord, 1003 Tunis Charguia
Phone: +212621404404/
+21671948258
Email: [email protected]
36 Ulf Tietjen Organic products
SuncatInteragro
Add: 2531, Barmstedt, Germany
Phone: +491717737849/
+49412385016
Email: [email protected]
37 Dr. Bettina Pabbel Organic tea & coffee, ecological
BioPressVerlag products
Add: Schulstrabe 10, 74927
Eschelbronn
Phone: +49062264351
Email: [email protected]
38 Mr.LauBoonKeong Corn flour, custard powder, coconut
Khong Guan Vegetable Oil Refinery oil, semolina, RBD palm, olein
SDN. BHD.
Add: 4825, JalanPermatang, 13400,
Butterworth, Penang Malaysia
Phone: +60129896606
Email: [email protected]
39 Robert Sevecke Rice products
Swiss Business Company GMBH
Add: SchlossMuhlenhofWohlen,
Bahnofweg 17, CH-5610 Wohlen
Phone: +410566119857
Email: robert@swiss-business-
company.ch
40 Johnny Chang Black seeds and basmati rice
Mercearia e Bomboniere TOWA
LTDA.
Add: PCA Da Liberdade, 113 -
Liberdade, CEP01503-010-Sao Paulo -
SP - Brasil
Phone: 01131054411/ 01131063349
 Email: [email protected]/
[email protected]

41 Cindy Qian Rice products

SMS GPC International Limmited
Add: 35/F, Central Plaza, 18 Harbour
Road, Wanchai, Hong Kong
Phone: +85225931388
Email: [email protected]
42 Varun Kumar Todi Not mentioned
Reliance Group
Add: Bagmati Chambers, Teku,
Kathmandu, Nepal 10905
Phone: +9779802001376
Email: [email protected]
44 BorutOdlazek Mayonaise and pulp etc.
ABK Marketing Inzeniringtrgovina
Add: ABK, D.O.O, Spruha 13, 1236
Trzin, Slovenija
Phone: 015644010
Email: [email protected]
45 ZafarIqbal Khan Coffee, burgers
Jan Burger
Add: Jeddah, Khomra
Phone: +966122900052
Email: [email protected]
46 NourNazem Meat products
Prodway International
Add: 26 roe Mioliis 75015 Paris,
France
Phone: +33623385167/
+33954284506
Email: [email protected]
47 Manavlar Rice products
Buram Natural Bee Products
Add: EgeMahallesi,
KenanEvrenBulvari 101/5, Dalaman/
Mugla- Turkey
Phone: +905524007387
Email:
[email protected]
49 Pier Paolo Berti Takes care of export from India to
DB Schenker Italy. Food & beverage
Add: SchenkerItalianaS.p.A, Via de
Marinin, 1, Torre WTC - 2 piano,
16149 Genova - Italy
Phone:
+393355993305/+390106598443
Email:
[email protected]
51 Lakshay Pal Import and export of processed food
JN Import Export
Add: Papenreye 11, 22453 Hamburg,
Germany
Phone: +905524007387
Email: [email protected]
52 Bjorn Thumas Export food industry equipment
Tomra Sporting Solutions
Add: Research Park Haasrode 1622,
RomeinseStraat 20, 3001 Leuven,
Belgium
Phone: +3216741984/+32473923213
Email: [email protected]
53 RomualdHolod Frozen fruits and vegetables
Art Holod
Add:
Phone: +79057860525
Email: [email protected]
54 FlorentinaBardan Not mentioned
ECRM
Add: ECRM Headquarters, 27070
Miles Road, Suie A, Solon, OH 44139
Phone: 4403651447
Email:
[email protected]
55 WasitaOnjub Juices
Tipco
Add: Tipco Tower 118/1, Rama 6
Road, SamsenNai, Phayathai,
Bangkok,Thailand
Phone: +66952051937
Email: [email protected]
56 KunalSaigal FDI in India
Enovado
Add: Scharnhorststr. 24, 10115
Berlin, Germany
Phone:
+4917634366795/+919181631319
Email: [email protected]
57 InigoCanedo Tea, rice & spices
Arum International Food & Wine
Strategies
Add: Jorge Juan 37 - Bajo Of. 28001 -
Madrid, Spain
Phone: +34915774582
Email: [email protected]
58 Glen Cox Consulting, design, trading &
Food Processing Solutions sourcing
Add: Level 1, 4/194 Whitehorse Road,
Blackburn VIC Australia 3130
Phone:
+61417361832/+917337357701
Email:
 [email protected]

59 Anuj Kumar Lamba Basmati Rice

Global Foods Trading Spain S.L
Add: C/11, No. 17-19, Pol. Industrial
Pratense, 08820 El Prat de Liobregat,
Barcelona, Spain
Phone: +34677534870
Email: [email protected]
60 Vertrieb Trading House
KRL International Trading GmbH
Add: HeiligenstadterLande 29/2.OG
1190, Vienna, Austria
Phone: +4369910836853
Email: [email protected]
62 Bastian Ruenz Fish and meat products
Black Pearl Capital
Add: 15 rue Ami-Levrier, CH-1201
Geneva, Switzerland
Phone: +41229069987
Email: [email protected]
63 AnujBehl Basmati Rice
Global Foods Trading Spain SL
Add: Teleport Towers Kingsfordweg
151, 1043 GR Amsterdam, The
Netherlands
Phone: +31659133254
Email: [email protected]
64 Paolo Mascii Spices
FLLI Lombardi Srl
Add: Via Franco VannettiDonnini 47,
59100 Prato
Phone:
+393393872805/+390574790803
Email: [email protected]
66 Mohan Sankaran Meat Products
Summit Trading Co. LLC
Add: 2390, Abu Dhabi, UAE
Phone: +971504413524
Email: [email protected]
67 Alain Moron Processed and preserved food
Traditional World Foods
Add: 44 a 48, Avenue de la Marne -
BP 154
Phone: +333207699595
Email: [email protected]
68 Rocio Palma Perez Processed food Media
European Supermarket Magazine
Add: Madison Publications Ltd,
Adelaide Hall, Adelaide Street, Dun
Laoghaire, Co Dublin, Ireland
Phone: +35312365845
Email: [email protected]
69 Isaac Nana Eshun Rice, cereals, pulses and grains
N&A
Add: K-130, Kwesimintin-Takoradi,
Ghana
Phone: 004915210261995
Email: [email protected]
70 RiadRebbadj Peanuts
Almat Trading
Add: Rue D'Italie 11 - CP3054, 1211
Geneva 3, Switzerland
Phone: 0041788098658
Email: [email protected]
73 Patrick Rossi Millets & peanuts
Manitoba SRL
Add: Via Delmoncello 9-26037, San
Giovanni in Croce
Phone: +393385088511
Email: [email protected]
74 Muhammad Mujeeb Rice millers and exporters
BismillahSehla Processing Plant Pvt
Ltd
Add: 40-B, First Floor, Commercial
Sector C, Bahria, Town, Lahore
Pakistan
Phone: +923004001812
Email: [email protected]
75 N. Hemachandran Cakes, biscuits, cornflakes
Naandamm International FZE
Add: AM Office E1 - 282H, Zone : Al
Swan, Plot 4, Amberjem Tower E1,
Ajman - UAE
Phone: +971551943866
Email: [email protected]
76 Elias Obeid Juice fruits and Jams
Intermarkets International
Marketing Australia
Add: 73 Link Drive, Campbellfield,
3061, Victoria Australia
Phone:
+61393570002/+61419362962
Email: [email protected]
77 Sanjay Tambe Not mentioned
Indien Institute EV
Add: Maximillanstr., 42, 80538,
Munchen
Phone: +491712289611
Email: www.indien-instut.de
78 Frank Hollander Basmati Rice
BestPartner Food group
Add: Postbus 80,5140 AB Waalwijk,
Duikerweg 5D, 5145 NV Waalwijk
Phone: +31653127776
Email: [email protected]
79 Nina Khade Rice, spices & vegetables
Simano Foods
Add: Simano Foods Ltd, Pasco House,
Makerfield Way, Ince, Wigan, WN2
2PR
Phone: +441942493220
Email: [email protected]
80 Yossi Mussafi Nuts and Mango pulp
Pili Nuts
Add: 82, Nahalat Benjamin St, Tel
Aviv, 66525, Isreal
Phone:
+972505523810/+97236827424
Email: [email protected]
81 Nina P. Maypa Spices
Blaine Food Corporation
Add: Brgy., 14, Governor's Drive, Bo.
Bancal Carmona, Cavita, 4116,
Philippines
Phone:
+632584425657/+632584425960
Email:
[email protected]
83 NurhussienMudesir Manufacturer, importer, explorer
N.Mudesir Import &Exort Eth and wholesaler of Spices, chilli
Add: Piazza Chercher AVE, Mext to
lice Ffrance School, Addis Ababa -
Ethopia
Phone:
+25191120060/+251911508401
Email: [email protected]/
[email protected]
84 Victor Hao Rice, mushroom and berries
LiochengHaotian Food Enterprise
Add: 159, Dongchang Road,
Liaochengshandong China
Phone:
+866358517766/+8613606358210
Email: haotian-
[email protected]
85 Jason Gentile Spice and turmeric
Natural Sourcing International LLC
Add: 17031 Ventura Boulevard -
Encino, CA 91316 USA
Phone: +8184482895/8183063597
Email: [email protected]
86 Nattinee Tirachot Dry fruits and coffee
GCF International CO., LTD
Add: 222/1 Soi Thana Tower
Jaransanitwonng Road, Bangyikhan,
Bangplad, Bangkok 10700 Thailand
Phone: +6628832105-27
Email: [email protected]
87 Ittipong Ratianan Spices
CP Interfood Thailand Co Ltd
Add: 36, 4th Floor, Ramintra Road,
Minburi, Bangkok 10510, Thailand
Phone: +6620355433
Email: [email protected]
88 Nisrine Bark Rice
Noor International S.A.S.U.
Add: Immeuble ACCET, 2, Esplanade
de la Gare, 955110 Sannios - Paris lie
de France
Phone: +33646890224
Email: [email protected]/
[email protected]
89 Asad Ali Khan Spices, rice & sugar
ABC Global Resources LLC USA
Add: 252, Nassau Street Princeton,
NJ 08542 USA
Phone: 16093562893
Email: [email protected]/
[email protected]
90 Juan Jose Ortiz Grains
MargonzinaProjinvert SL
Add: Av L'eramprunya, 7 Plt. 4,
08850 Gava (BCN)
Phone: 607906034
Email: [email protected]
91 Kawaljeet Singh Rice
SK Rice Group Co.
Add: Thailand
Phone:
+919601488888/+911145872888
Email: [email protected]
92 MalvikaKapoor Not mentioned
Risque
Add: Londono, Lagos,
Phone: +919619268771/
+447789504005
Email: [email protected]
93 RanjitKhamba Spices and rice
Panesar Foods
Add: Unit 2, Cliff Drive, Ocker Hill,
Tipton, West Midlands DY4 0PZ
Phone: +447814092149
Email: [email protected]
94 Elliot McDowall Meat products
Osprey Foods Interenational Ltd
Add: Holt Woodlandss, Hempstead
Road, Holt, Norfolk, NR25 6DG,
England
Phone: +447765406390/
+441263710155
Email:
[email protected]
95 Shivram Kakkar Wholesale in rice, spices, organic
Royal India Express Food UG food, non-food groceries
Add: Billstr. 104, 20539, Hamburg
Phone:
+491739113342/+494049203625
Email: info@india-express-food-de
96 Atul Jain Spices, Exporters of international
P&B Foods Limited foods
Add: Prologis Park, Newhall Way,
Bradford BD5 8LZ
Phone: 07581182739/
+441274660118
Email: [email protected]
97 Raad Salman Rice, sugar, tea, salt, grain, Lentils,
Global Reach Consulting Ltd. flour, tomato, Powder milk, oils
Add: &puries
Phone: 44208797791/
+447719034197
Email: [email protected]
98 Michael Costain Food and drinks
FM Global Ltd
Add: Unit 410, Metal Box Factory, 30
Greaat Guildford Street, London, SE1
0HS
Phone: +442037355960/
+447930944147
Email:
[email protected]
99 Steve Cooper Processed Foods
UK Food Exports
Add:
Phone: +441229837873/
+447734788897
Email:
[email protected]
101 YogeshAmoroo Organic Foods
Enterprise Mauritius
Add: 7th floor, St. James Court, St
Denis Street, Port Luis, 11328.,
Republic of Mauritius
Phone: +2302129760/
+23057159264/ +2302137761
Email: [email protected]
OUTDOOR BRANDING REPORT AT ANUGA 2017

EVENT REPORT

Name of Event: ANUGA 2017

Sector – Food and beverage

Participation from India: Agricultural and processed food products, Tea, Coffee, Spices,
Cashew, Oilseed and Produce

Stakeholders involved: Department of Commerce, Ministry of Food Processing Industry,

APEDA, Tea Board, Coffee Board, Spices Board, IOPEPC, CEPC, IBEF

IBEF Branding Approach:

1) Onsite Branding
2) Outdoor branding
3) Knowledge Kit
4) Digital branding

Onsite branding:
India was participating as partner country at ANUGA 2017. The India pavilion was
booked in two halls – Hall 11.3 (Fine Food) and Hall 7.1 (Beverages). To ensure
maximum mileage from the event, IBEF contacted the event organisers for the best
possible branding sites available at the North gate, as well as the south gate, considering
close proximity to the two halls.

Once IBEF made a preliminary selection, the Embassy of India was contacted in
Frankfurt, which organised a recce of the site. Based on the recce, the following
branding sites were selected:

Advertising Space Dimensions Quantity

1. Advertising Board Entrance

South - outside Balustrade (right 37,62 x
half) 1,00 m 1

2. Advertising Board Entrance

South - inside Balustrade (left 22 x 1,00
inside staircase) m 1

3. Illuminated Frame, Passage 10-

11, Hall 11.2, Left (East 1,5 x 5,00
Entrance) m 1

4. Illuminated Frame, Passage 10-

11, Hall 11.3, Right (East 4,00 x
Entrance) 4,560 m 1

5. Window Space Piazza Restaurant

Passage 10-11 (4 Panel Nos. 4 x 1,29 x
5,6,7,8) 1,27 m 1

6. Window Space Piazza Passage 4 x 1.47 x

10-11 1.35 2*

7. Window Space North Boulevard

towards Middle Boulevard (9
panels on the right) 9

8. Banner, Entrance to Hall 7, 5m x

5m 1

9. Entrance North, Outside Banner,

between 2 pillars, Banner No. 6 6x6 m 1

10 Wallspace above Window

staircase passage 10-11 5 x 2.5 m 1
Branding route:

India was being represented at the event by agricultural and processed foods, tea, coffee,
spices, oilseeds and produce and cashew sectors, led by respective councils/boards.
IBEF initially developed creatives through its agency that focused on promoting India’s
strengths as an exporter of these products. The overarching brand positioning was –
Indian Food & Beverage Industry – Delighting Global Palates. However, with the
feedback of the MoFPI, the positioning was adapted to present India’s strengths across
the value chain – farming, processing, exports, etc. After brainstorming with the agency,
the positioning was changed to India – One of the world’s fastest growing economies.
Individual sectoralcreatives were also developed to showcase the respective strengths of
participating sectors.

Impact of onsite branding:

IBEF’s targeted branding with the invaluable assistance of the Embassy of India in
Frankfurt covered most of the prominent sites including the south entrance, north
entrance, entrances to hall number 11.3, hall 7.1 and in the passageway between Halls
11.3 (agriculture and processed foods, oilseeds and produce, spices and cashew) and 7.1
(tea and coffee). This ensured huge visibility for India’s presence at the fair and helped
bringing good traffic to the India Pavilion.
Entrance (South)
 Entrance (North)

Entrance 10-11 (Hall 11.2)

Entrance, Hall 10-11

 Restaurant near entrance to Hall 10-
11

Passage- Hall 11.3-Hall 7.1

Entrance Hall 7.1 (Tea and Coffee)
 Wallspace above Window staircase passage 10-
11

Outdoor branding

After discussion and budgetary approval from MoFPI, IBEF took up outdoor branding at
Cologne and Dusseldorf Airport during the week leading up to the event, with a dual
focus of promoting India’s presence at ANUGA 2017 and the upcoming World Food India
in November in New Delhi.
Dusseldorf Airport
Infoscreen, Cologne
 Roadside screen, Cologne

Knowledge Kit: IBEF created a customised pen drive for the event that included
information on each participating sector, along with an exclusive fact book on tea, coffee
and spices of India. In addition, IBEF prepared a special issue of its India Now Business
and Economy magazine focussing on sectors participating at ANUGA.
Digital marketing:

IBEF created a special page for India’s participation at ANUGA on its website, and
prepared content for the page in collaboration with the councils/boards. Furthermore, a
social media campaign was executed to ensure a strong impact on the online medium.

Broad metrics for the impact on digital medium as a result of the campaign are as
follows:
Learning points from the branding campaign:

Based on our experience at ANUGA, we recommend the following:

1) Branding has to be consistent in terms of look and feel for the pavilion and venue
branding. In that regard, better coordination must be ensured between the
pavilion design and the creative agency doing venue branding.
2) Since there are multiple sectors participating, devising a common branding for all
is a challenge. We suggest that all councils/boards come together with IBEF and
have a detailed discussion to build consensus on the branding approach going
forward. Ideally, we should have some common branding elements that remain
consistent across fairs (irrespective of IBEF’s participation). This will ensure
greater impact and better recall for our messaging on India.
3) The option of holding a press conference can also be explored by IBEF for such
events to ensure greater mileage. For that, councils/boards have to specify well in
advance the messaging they would like to communicate, any specific
announcement(s) to be made for the particular market, spokesperson (s) for the
media, etc. Alternatively, we can also try and arrange some interviews through the
local embassy in prominent media.