The Grocer’s owner, William Reed Business Media, has been appointed as one of the Accredited Trade Organisations that will manage the British Pavilion at international trade shows when Food From Britain closes in March.

WRBM, along with other show organisers, Birmingham Chamber of Commerce, PS8, and Montgomery International will take responsibility for Britain’s presence at 10 trade shows including ANUGA and Gulfood, UK Trade and Investment has decided.

FFB has given its support to the decision, which it said will safeguard the future of the British pavilion, “a focal point for international buyers seeking innovation and excellence”.  

“It’s satisfying to see that a forum which offers so much value and such great returns, will still be available to help British companies build their international business,” said John Adams, FFB chief executive.

“We have spent many years working to create a strong national group that has been such an attraction for buyers looking to source new, innovative and unique products abroad, and feel that we have successfully accomplished that mission. 

“It is good to know that the British pavilion will continue to thrive under the guidance of the various ATOs at international food and drink trade shows across the globe.”

WRBM will be responsible for the New York Fancy Food Fair and the Private Label manufacturers show in Amsterdam. Andrew Reed, events and exhibitions MD said the company, as a “key facilitator in the marketing mix of UK food suppliers”, was ideally placed to step in.

“We will build on the good work established over the last 25 years by FFB,” he said.

UKTI funding will also still be available, offering exporters up to six grants to exhibit at accredited international trade shows from 1 April.

FFB’s international office network will remain in operation from April, offering services to food and drink companies, an FFB spokeswoman said. 

The nine international offices covering 16 international markets have been given the new brand name, Green Seed.

“Continuity of service to the British Food industry is our number one priority,” said David Wilson, newly elected chairman of the Green Seed Group. “The UK is the main customer for our services, yet the new brand platform will allow us to market ourselves to the wider global food and drink industry.

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