Good Food & Wine Show sells like hot cakes

This biggest 4-day consumer show in the Western Cape, happening from 23-26 May in Cape Town's Good Hope Centre is the flagship event of the Cape Gourmet Festival. As a major player promoting tourism in Cape Town's Secret Season, the Cape Gourmet Festival was singled out this year as one of only eight selected events that have been given the official 'Cape of Great Events' endorsement by the Western Cape Tourism Board.

Acclaimed as the biggest, most comprehensive and diverse consumer and trade show in Africa, the Good Food and Wine Show experienced an exceptional growth of almost 60% in attendance figures over the past two years and had its first successful run in Johannesburg.

"Judging by the excellent feedback we have received, exhibitors who realise the value of the show's face-to-face marketing opportunities excel at the show to the delight of the visitors," says Festival Director, Christine Cashmore.

Leading sponsors that have signed up include Robertsons Foods, Tiger Brands, Nestlé, SAB, Absa, Distell, Roma Kitchens, Pick 'n Pay, Spar SA and Friendly Grocer, C.N.A, Clover SA, Dairymaid, Nestlé, Liquifruit, SA Breweries, Parmalat, All Gold, The Sports Café, Miele, AEG, Genfoods and NKM Schultz.

Oversees interest is also running high with trade commissions such as the Government of India, including Taste of Japan, Taste of Thai and the Indonesian Consulate amongst the lineup of importers and exporters who see the Good Food and Wine Show as the ideal platform to scout for new, innovative products and explore local market opportunities.

"Kfm 94.5 is proud to once again support this premier Cape Town event. As the most listened to station in the Western Cape, we're confident that our listeners will enjoy it with us," says Kfm 94.5 Promotions and Events Co-ordinator, Jo Lennox. Kfm 94.5 will broadcast live daily from the Good Food and Wine Show and their DJ's will also show off their culinary skills from Thursday - Friday at 6pm during the Kfm 94.5 DJ Cook-off show.

The excellent attendance and immense exhibitor support of the Good Food and Wine Show can be attributed to constant innovation, professional exhibition management and in-depth knowledge of the food, wine and hospitality industries, offering the best in direct interaction with consumers.

Every year the Show aims to create a melting pot of the latest flavours, cuisines, products and leading chefs from across the globe under one roof - for everybody to see, feel, taste and experience. This year a cast of celebrity chefs from the United Kingdom, the USA, Singapore and India will descend on Cape Town to bring their creative talents to the table.

In order to provide first-hand experience to its visitors, the Show has lined-up a wide variety of interactive workshops of which the sponsorships are already sold out.

Nothing beats the new Hands-on Workshops for one-to-one marketing. Visitors will get to roll up their sleeves and work directly with the sponsors' products to try out new skills such as pasta making and table décor, under expert supervision. Seeing is believing and what better way for consumers to try out new products!

The hands-on workshops also offer brands the opportunity to answer product-related questions, up front and personal and sponsors can use these workshops to get valuable consumer feedback on their brands.

Speciality Street, showcasing smaller producers, sets the platform for innovative entrepreneurs to introduce their flare and 'unknown' culinary delights to the world. There are plenty of gourmet gems waiting to be discovered at the Show with 80% of these stands sold out.

In sync with modern day lifestyles, trends and demands the Show also offers a tranquil Feel Good Look Good Walk, providing therapeutic indulgences and the latest lowdown on healthy living including a Chinese Herbal Cuisine Workshop by Li Lian Xing, a Chinese master, specially flown in from Singapore. He is sponsored by Carpe Diem Kombucha - a revitalising wellness drink.

The Kidz Zone offers leading Children's brands the opportunity to 'animate' their products. Here children will be entertained by Peter Rabbit, Sasko Sam, Sasko Sally, the Nesquik Bunny and many other loony food icons.

The interactive nature of the show and face-to-face marketing approach hold enormous potential for exhibitors. Larger companies and entrepreneurs have a top-notch opportunity to show their products, build brand awareness and to introduce new products. Exhibitors can reach a primary target market in the LSM 6, 7 and 8 categories with a high interest in all aspects of the total eating experience.

The Good Food and Wine Show in Cape Town runs from 23 - 26 May and in Johannesburg from 14 - 17 November. For bookings contact the Gourmet Festival offices at Tel: (021) 465 0069, Fax: (021) 4610294 or email: . For detailed information on the Cape Gourmet Festival visit the Festival website at www.gourmetsa.com or get your copy of the official Festival Guide in the April/May issue of Cape Etc.