Welcome to The Grocery Trader’s IFE11 Preview. The doors are about to open on the latest edition of the International Food Exhibition, taking place at ExCeL in London from 13-16 March. The Grocery Trader will be there too, on stand S2439.

After 31 years, the organisers of IFE – the UK’s leading international food and drink trade exhibition – have decided to give the show’s branding a facelift. The event now has a new, modern identity to attract an even larger and more diverse audience.

The IFE logo has been replaced with a more modern font-based design. Fresh RM, the show’s organisers, have opted for a new image to make the look and feel of the exhibition more contemporary and have chosen a creative design that re-energises this respected brand, which has a huge history in the European food and drink sector.

Attracting more international visitors to the show has also been an important consideration in the new design, with the word ‘international’ made much more prominent. Christopher McCuin, Event Director of IFE11, says: “We are really excited about the rebranding as it symbolises a fresh new outlook for the event. We want IFE to be an exhibition that sticks in people’s minds as the place to source thousands of new products from across the globe, and we feel the re-branding helps achieve this.”

The re-branding is just one of the many changes for IFE 2011. This year the show has also embraced social media, using LinkedIn and Twitter to update the industry on developments. The move is part of a larger plan to make the event more accessible to the whole industry.

The UK grocery retail industry continues to face challenging times, with the economy still faltering and consumer spending remaining flat. So it’s little wonder there continues to be unease in the food world. Now is the time when everyone in the multiple grocery sector, from supermarkets to small convenience store groups, must focus on innovation to stand apart.

Food exhibitions provide a time- and cost-effective investment, and IFE11 offers an unrivalled opportunity to see what’s new from around the world. It’s never been more important to provide your shoppers with a wide choice of good value, innovative products to brighten the gloom of the Coalition cuts, and there’s plenty on view at ExCel.

Some 22,000 visitors are expected to come to IFE11 and see the latest innovations from more than 1,200 food and drink companies and network with the people that matter. If you’re one of them, we look forward to seeing you at the Show!

The Grocery Trader

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