The 44th ISM, the International Sweets and Biscuits Fair, took place in Cologne from January 26 – 29, 2014, with a high number of exhibitors. This year, over 1,450 exhibitors from over 70 countries attended the world‘s biggest and most important fair for sweets and snacks, an increase on 2013 exhibitor numbers. Turkey was very well-represented at this most important fair in its field and showcased a broad range of products – from chocolate and confectionery of all kinds to pastries and baked goods to hearty, savory snacks as the general coverage of the fair where all of these products were presented once again by market leaders as well as small to medium sized companies. The standard, this year as every year, was second to none.
Turkish exhibitors were generally satisfied although there were a few long faces as is the case at every event. We asked the impressions of some exhibitors to give an idea about the event:
YAVUZ SAMYANLI, GENERAL MANAGER, CILOGLU FOOD:
How was ISM 2014? Were you satisfied with the performance of the fair?
With the number and quality of visitors and countries represented, this year’s ISM proved once again that it is the most important confectionery fair in Europe. It was more efficient than we expected. We had a chance to meet with our existing customers and also made numerous new contacts from different countries.
What did you offer at the fair? Did you have any novelties this year? Did your stand arouse interest from the visitors?
We had the opportunity to present our products jelly Turkish delight cookies, snacks halva, etc.
ISM provided us to showcase our brands and new products. We had a positive response from both our current customers and from potential buyers.
How would you rate international food fairs? Which ones are the most important ones?
ISM is the largest and one of the most important confectionery fairs in the world. It is a real meeting point for decision makers and suppliers. We exhibit every year at ISM. There are also other important fairs as ANUGA and SIAL in Europe and there are some important fairs outside Europe such as Fancy Food, Foodex Japan and food fairs that are held in China.
Which fairs are you planning to exhibit in 2014?
We plan to exhibit at following events: SlAL, Tripoli Libya, CNR FOOD, SIAL MIDDLE EAST, FANCY Food Fair and SIAL China.
How do you foresee the Turkish food industry in the future?
Turkish industry is having much more interest in each fair compared to the previous ones. The attendance is increasing in each fair. We had very high quality products. Turkish food’s quality perception increases every year.
IBRAHIM KODABEY, CORPORATE IT REPRESENTATIVE, HAZAL BISCUITS:
How was ISM 2014? Were you satisfied with the performance of the fair?
I can say that ISM was weak this year when we compared with previous years. I noticed that interest shown to us and other firms was less. Some halls were closed. It clearly attracted less interest when compared with other important fairs.
What did you offer at the fair? Did you have any novelties this year? Did your stand arouse interest from the visitors?
We showcased special products in addition to regular ones. These special products aroused great interest. We arranged 14 types of products. We placed one or two of each product to help the visitors to notice the product. We reduced the number of show windows to make the circulation more comfortable and flowing. Our booth was liked very much by the visitors. Many of them said that the stand was functional and practical to host visitors.
How do you foresee the Turkish food industry in the future?
I can say that the Turkish food industry is at the same level with world food firms as far as innovation is concerned. We are more advanced in contents. We need to improve on shape and packaging, brand image and innovation. We need know how at this regard. We are better in arranging show windows. Although we have some problems at this regard we are better than foreign competitors in visuality, product display and classification of product groups.
AHMET ATAKAN, MANAGING DIRECTOR, IMIKS A.S.:
How was ISM 2014? Were you satisfied with the performance of the fair?
Yes, I was satisfied. The performance of the fair was good.
What did you offer at the fair? Did you have any novelties this year? Did your stand arouse interest from the visitors?
I offered my new presentations of cookies, wafers and creams in bags. Our stand was busy throughout the show and I was happy with the results.
How would you rate international food fairs? Which ones are the most important ones?
I like ISM and PLMA-Amsterdam and PLMA-Chicago. I met most of my customers at these shows.
Which fairs are you planning to exhibit in 2014?
We will be at PLMA-Amsterdam and PLMA-Chicago in addition to Nasft-New York.
How do you foresee the Turkish food industry in the future?
I think the Turkish Food industry will keep growing. The industry leaders should spent more money on R&D to be able to produce better products to compete better in international market.
BURHAN BAŞAR, GENERAL MANAGER, KERVAN GIDA:
How was ISM 2014? Were you satisfied with the performance of the fair?
Yes, we were almost satisfied with ISM 2014 but it didn’t generate the same impact compared to the last year’s ISM. We couldn’t see too many new or innovative products that could have excited us. Last year, we had seen more new products.
What did you offer at the fair? Did you have any novelties this year? Did your stand arouse interest from the visitors?
We had some innovative products and we had the chance to showcase them to our existing customers and also to the potential customers. The first impression was quite good about our new products. Meanwhile, our stand drew very remarkable attention.
How would you rate international food fairs? Which ones are the most important ones?
There are several major international food fairs all around the world. In fact, regarding our business, ISM is the most important one for us as it is solely focused on confectionery. Respectively Gulf Food and Anuga are the other important fairs after ISM.
Which fairs are you planning to exhibit in 2014?
We will participate in GulFood (Dubai) and Senegal fairs.
How do you foresee the Turkish food industry in the future?
As being an emerging country and having a young population, it is estimated that Turkish food industry will realize a remarkable growth in the near future.
