At Brand Relations, we are not only keeping up with trends but creating them. When it comes to food and beverage markets, we are experts and use our knowledge to aid companies create, rebrand, and expand their products. One way we stay competitive and knowledgable is to attend exhibitions all over the world to not only show off our amazing products to potential clients but see what innovations are taking place globally.
Anuga, the world’s leading trade fair of the food and beverage industry located in Cologne Germany, focuses on global trends and groundbreaking trade shows with more than 7,500 exhibitors from all over the world. Exhibitors attend to gain matchmaking, have participation opportunities, create key contacts, and have press coverage for their product or solution. Only trade visitors are allowed to attend which includes decision-makers from food retailers and wholesalers, beverage retailers and wholesalers, trading cooperatives, drugstores, health food stores, trade representatives, food importers and exporters, skilled food trades, the food industry and suppliers to the food industry. This event is vital for brands to share their products as there is such an extensive list of attendees.
We worked with Kasih Food Production Co. to bring Mezete, a hummus and dip brand from Jordan, to Anuga 2019. Our office at Brand Relations worked to rebrand Mezete and Anuga was the perfect event to show off our hard work and innovation on a global scale. We entered Mezete under the trends of halal food and ready-to-eat products. The distribution channel for the products were products (manufacturer’s brand) for the food wholesale and retail trade, products for foodservice and catering, and provide products (private label) for the food and wholesale and retail trade. The target and sales markets for Mezete covered the globe and included Australia, Canada, Europe, Germany, India, and many other countries. Mezete had a table at the event with samples of the dips, product designs completed by us for their rebranding, and company representatives to talk up the product and answer questions. Khaled Kasih, the GM for Kasih Food Production Co., said that at the Mezete table “everybody, and I mean everybody loved the new image” Brand Relations had created for the rebranding of the product. It was exhilarating to get such positive feedback from across the world and showed us that our hard work and innovation was extremely successful.
While we were at Anuga representing Mezete, we also saw our previous client Avomix. We worked with Avomix five years ago to rebrand their array of sauces including soft guacamole, spicy guacamole, and chunky salsa. To this day, they are still using the branding and product design we created for them and it continues to be successful. We love seeing that not only do our current projects receive positive feedback but that our previous projects are still as powerful as when we first created them.
We can’t wait to go back to Anuga for their 2021 fair and see all the innovation and creativity from our office as well as from all over the world!