IFE preview: 2013's 'must-attend' event at ExCeL

As British companies seek out new markets abroad to bolster their bottom lines, the economic gloom has in turn spurred overseas companies and national trade bodies to look at the UK more closely.

For many, this has meant exhibiting at IFE, the ‘must attend’ event for wholesalers, discounters, symbol groups… and the top five UK supermarkets.

Run every two years, the changing face of the show reflects the wider trends in international food, drink and packaging manufacturing and retailing, and this year’s IFE, at ExCel from 17 to 20 March, is no exception.

So, which countries will be putting on the biggest show in 2013? What are the top products to look out for? And are suppliers worried ‘Horsegate’ will put British consumers off non-British brands?

You only need to look at some of the biggest acquisitions of British brands over the past year to appreciate the overseas interest in British food and drink. Take the acquisition of a majority stake in Weetabix by China’s Bright Food. The country’s interest in doing more business in the West is also reflected in its attendance at IFE. “China has seen a large increase with 2013 predicted to be their biggest participation since the launch of the show,” says an IFE spokeswoman.

“China has seen a large increase, with 2013 predicted to be their biggest year”

IFE spokeswoman

China is not the only country to boost its presence at IFE this year. While some countries have had their export promotional budgets cut due to the economic climate, others, including turkey, Poland, Romania and Bulgaria have all benefited from EU funding for food and drink export promotion. In the case of Turkey, for example, the value of its food and drink exports to the UK rose 17.5% year-on-year to £275m in 2011, and the UK is now its fourth-largest export market.

The UK remains a hugely attractive market - and with good reason, says IFE event director Christopher McCuin. “Although the UK’s economy remains tough, as the number-one manufacturing sector in the UK, the food and drink industry remains a large revenue generator for the UK and is still a robust sector with growth potential,” he says. “From an international perspective, we are seeing a greater interest in exporting to the UK.”

In terms of IFE exhibitor attendance this year, the biggest growth has come from Japan, the US, Romania, Lithuania, Poland, and Morocco, which is the show’s official partner country and will have the largest presence of any exhibitor this year.

Among the countries that, alongside China, have increased their space this year are India, Taiwan, Cyprus, Turkey and South Korea, while Sweden and Sri Lanka are both taking their first-ever pavilions at IFE and the Polish Poultry Council, which has never previously exhibited at IFE, has taken a large stand.

Stefan Padure, president of the Pro Romanian Food Association, said his country’s exports to the UK were currently low - Britain received just 2% of the €3.4bn worth of produce exported by Romania in the first 10 months of 2012 - but added that he was confident participation in IFE would improve their prospects.

Romania will bring more than 50 companies to the show and will be exhibiting a range of products including some with EU Protected Geographical Indication (PGI) status such as Topoloveni plum jam, Sibiu salami and Plescoi sausages, along with brands including Coco Rico, Penes Curcanul and Marcel.

Robust provenance after horsemeat scandal

With the spotlight on traceability thanks to the horsemeat scandal, showcasing PGI products that have robust provenance may prove a timely move.

“The horsemeat scandal has provided a wake-up call for the international food and drink community,” says McCuin, adding that the debate over food security and supply chains would be a key topic at IFE13. But he seems confident the scandal won’t put buyers off. “Although retailers are currently looking closer to home with regards to food origin, there will always be a need to source both local and international products of good quality,” he contends.

And for those seeking products that offer something beyond the traditional, there’s plenty of innovation promised at this year’s event.

Take French frozen herb and spice supplier - and first-time IFE exhibitor - Daregal, which entered the UK market five years ago. It claims the UK is potentially one of the largest markets in Europe for herbs and other culinary products, and is seeing 20% year-on-year sales growth here. While the bulk of its UK sales have been in herbs such as basil, chives, coriander and parsley, it is now looking to tap into Brits’ love of tea with its new Infusions range.

Austrian businesses are also looking to exports to boost sales and their number has risen during the downturn, says national trade body Advantage Austria. Eleven companies will make up the Austrian pavilion, including drink suppliers, bakers and meat product manufacturers. Currently, just 0.8% of Austrian exports to the UK are food - mainly dairy products, fresh fruit and non-alcoholic drinks - with food and livestock exports accounting for £80m.

“There are currently only a few Austrian brands in the UK,” says Austrian trade commissioner Georg Karabaczek. “However, many Austrian producers manufacture own-label products for the big five supermarkets and the top organic wholesalers - we have a very strong organic industry.”

Last year, the Swedish Trade Council told The Grocer it aimed to double its food and drink exports by 2020 and that the UK was a “very important market”.

“We have taken a strategic decision to be present in the UK, which is a market with high potential”

Polarbröd AB spokesman

In Northern Europe, Sweden and its fellow Scandinavian countries have been tipped for big things in the UK. Among the businesses appearing as part of Sweden’s IFE debut is Swedish bakery Polarbröd AB, which has set its sights on the UK market because of the Brits’ love of one food in particular. “We have taken a strategic decision to be present in the UK, which is a market with high potential since the consumption of sandwiches is very high,” said a spokesman.

While Polarbröd has its eye on one of the most well-established food categories, IFE’s McCuin says his team has identified growing interest in product areas such as coconut water, gourmet popcorn, natural energy drinks, jerky and free-from. All of these, unsurprisingly, will be well-represented at this year’s event.

In the case of coconut water, exhibitors will include brands already familiar to British retailers - such as Vita Coco and Go Coco - alongside less-established players in the UK such as German brand Dr Antonio Martins and the UK’s Tiana. It is a similar situation in gourmet popcorn, where visitors will see established brands such as Diva, Propercorn and Joe & Seph’s, plus the likes of the American Popcorn Company, which somewhat confusingly hails from Bulgaria, as well as Savoury & Sweet.

Among the companies looking to attract free-from business is US-based oats and gluten-free baking mix supplier Bob’s Red Mill.

The brand launched in the UK a couple of years ago and is already in retailers including Waitrose, Whole Foods Market and Planet Organic, but believes there are gaps yet to be filled and is attending IFE in the hope of picking up new contacts and listings.

It’s a hope that will be shared by many of the exhibitors at next week’s show, whether they are looking to raise their profile in the UK only, or across the globe.

As Britain braces itself for potentially a triple-dip recession, it’s a credit to the ongoing success and sterling reputation of the country’s retailers that foreign brands have chosen Britain - and IFE - as the place to do business and as the platform from which to vie for the world’s attention.