IFEA could broaden SA's consumer expectations

Chris McCuin, Business Development Director for Montgomery, organisers of IFEA in Africa believes that the show is important to South Africa because, while South Africa has a selection of international products, the local industry tends to be led by a small number of existing brands. "The market is getting to the point where it is ready for diversification. People's appetites are changing and they are ready for taste adventures." An exhibition such as IFEA can contribute significantly to the education of consumers through retailers.

As the market grows in both the high-end and low-end retailing sector, alongside the growth of the middleclass, the opportunity for high-end non-standardised products is also growing. "People are desperate for increased knowledge in food. The days of food being produced and sold without any consideration for labelling, packaging, health and other consumer expectations, is over for the increasingly educated society.

"We're not just bringing product from all and sundry to the event, we're trying to educate consumers through the buying departments of major retailers."

Education forces change, adds McCuin. Education through such an exhibition, which features the free-to-attend business seminar, The Hub and culinary demonstrations in The Skillery, rather than through high-end and high-cost conferences is likely to be more effective and hands-on for a broader spectrum of the industry. "We can bring up the level of education and the level of understanding of unique local and international products and encourage a greater level of diversification in this market."

Foreign interest

IFEA, through its association with its parent organisation, the IFE international food and drink event, held in the UK since 1978, is attracting the attention of a host of foreign governments and manufacturers wanting to break into the potentially lucrative southern African market. "While northern Africa is partially accessed by international trade, southern Africa is as yet fairly difficult to access - and countries around the world recognise the potential of the market through the IFEA event. This business-to-business trade show is seen as a golden gateway to the region by many governments and international companies - and we are pulling out all the stops to ensure that it meets and exceeds the expectations of both exhibitors and visitors."

He says the perception in Africa of the value of the food and drink industry is slowly catching up with that of developed countries. "Food is the number one industry in the UK. It is a huge income tax generator and the biggest employer because rich or poor alike, everyone has to eat. That doesn't change anywhere in the world - and in developed markets, governments realise the value as well as the green and economic impact that these industries have - and support them through showcasing their products to the international market through events such as IFE and IFEA."

IFEA will feature new products from over 150 exhibitors, culinary demonstrations and the national final of the South African Barista Championship. "With everything from never-before-seen product and service innovations from the largest number of international food and drink suppliers ever exhibiting at any one time on the African continent, to a myriad of new product sourcing, networking and educational experiences, IFEA 2014 will be nothing short of extraordinary," concludes McCuin.

For more information, go to www.ifea.co.za.