A Glimpse into Agrofood 2024
Reflecting on the Strengths and Challenges of Iran’s Food Industry
Introduction
The food industry is a cornerstone of Iran’s economy, playing a pivotal role in food security, job creation, and economic development. According to available statistics, Iran’s food industry significantly contributes to the GDP and accounts for over 20% of industrial employment. Furthermore, the export of Iranian food products to various countries showcases the industry’s high capacity for producing quality and diverse products.
The Importance of Exhibitions
Role of Exhibitions in Industry Growth
Exhibitions are crucial platforms for product showcasing, information exchange, and networking. They drive innovation, enhance quality, and boost productivity. These events not only increase public awareness of products and brands but also provide a fertile ground for exchanging ideas and forging new collaborations.
Significance of Food Exhibitions
Connecting Producers and Consumers
Food exhibitions impact not just economically but also culturally and socially. They introduce diverse foods and cultures, raising awareness among consumers and producers alike. Globally, food exhibitions are recognized as effective tools for promoting and marketing agricultural and food products.
The Iran International Agrofood Exhibition, one of the most important specialized events in the food, agriculture, and beverage sectors, is held annually in Tehran. This exhibition offers a unique opportunity for producers, traders, and industry professionals to showcase their latest products, technologies, and achievements, facilitating information and experience exchange.
With over 1,000 companies from domestic and international backgrounds and thousands of visitors from around the world, Agrofood Iran plays a significant role in advancing Iran’s food industry. However, given Iran’s prominent position in food and beverage production and the industry’s vast potential, there’s a pressing need to improve and expand this exhibition to fully meet the industry’s needs and strengthen its international standing.
International exhibitions like Anuga in Germany, SIAL Paris in France, and Gulfood in the UAE, which attract thousands of participants and visitors worldwide, can serve as inspirations for enhancing Agrofood Iran. This report will compare Agrofood Iran with these international exhibitions and offer recommendations for its improvement and advancement
Comparison with International Exhibitions and Improvement Suggestions
Anuga (Germany)
Anuga, the world’s largest food industry exhibition, features over 7,000 participants from more than 100 countries and 170,000 visitors. Its extensive coverage of all aspects of the food industry, professional management, advanced infrastructure, and numerous auxiliary services make it a successful model for attracting international companies and visitors
Recommendations for Agrofood Iran
Increase Diversity and Number of International Participants
Implement international advertising and marketing programs to attract more foreign companies.
Improve Infrastructure and Services
Invest in exhibition infrastructure and provide more professional services to participants and visitors.
SIAL Paris (France)
SIAL Paris, with over 7,200 participants from more than 120 countries and 300,000 visitors, is one of the largest and most prestigious food industry exhibitions globally. Its focus on innovation and the development of new products, along with special sections for food innovations and scientific research, strong networking, and extensive marketing, make it a standout event.
Recommendations for Agrofood Iran
Enhance International Networking and Marketing
Organize side events and conferences to strengthen international connections and create online platforms for business networking.
Develop Innovative Sections
Create special sections for food innovations and scientific research, encouraging companies to showcase new and innovative products.
Gulfood (UAE)
Gulfood, with over 5,000 participants from more than 120 countries and 100,000 visitors, is one of the largest and most reputable food and beverage exhibitions in the Middle East. Dubai’s strategic geographic location, advanced exhibition services, and modern infrastructure have helped Gulfood establish a prominent international position.
Recommendations for Agrofood Iran
Leverage Iran’s Geographical Position
Utilize Iran’s strategic location to attract more international companies and visitors, given its access to major markets in Central Asia, the Persian Gulf, and the Middle East.
Provide Advanced and Professional Services
Invest in exhibition infrastructure and offer ancillary services like transportation, accommodation, and amenities for participants and visitors.
Lessons from Gulfood’s Success
Organize B2B Programs
Gulfood has successfully created numerous cooperation and business opportunities through B2B sessions. Agrofood Iran can offer similar opportunities for domestic and international companies.
Focus on All Aspects of the Food Industry
By covering all aspects of the food industry, from raw materials to machinery and equipment, Gulfood meets diverse needs. Agrofood Iran can broaden its sections to offer more variety.
Utilize Modern Technologies
Gulfood uses modern technologies to enhance participant and visitor experiences, such as online registration and exhibition management platforms, mobile apps for event information, and more. Agrofood Iran can adopt these technologies to provide a better experience.
Given the regional significance of both Agrofood and Gulfood, leveraging Gulfood’s experiences can be especially beneficial for improving Agrofood Iran. Here are more focused recommendations based on Gulfood’s practices
Increase Diversity and Number of International Participants
- Implement international advertising and marketing programs to attract foreign companies.
- Collaborate with international organizations and chambers of commerce.
Improve Infrastructure and Services
- Invest in modern exhibition spaces and amenities.
- Provide professional services like transportation, accommodation, and amenities for participants and visitors
Strengthen International Networking and Communications
- Organize side events and conferences to strengthen international connections.
- Create online platforms for business networking and company interactions
Promote Innovation and Research
- Create special sections for food innovations and scientific research.
- Encourage companies to showcase new and innovative products
Organize B2B Programs
- Create opportunities for cooperation and business through B2B sessions between companies.
Based on the proposed suggestions, the following action steps can be outlined for the successful organization of Agrofood
1. Market Research
- Analyze the needs of participants and visitors.
- Identify the strengths and weaknesses of similar exhibitions
2. Develop Strategies to Attract International Companies
- Plan international advertising and marketing campaigns.
- Establish connections with chambers of commerce and international organizations
3. Improve Exhibition Infrastructure and Services
- Invest in modern exhibition infrastructure.
- Provide better amenities and auxiliary services
4. Organize Side Events
- Hold side conferences and meetings.
- Organize B2B business sessions
5. Utilize Modern Technologies
- Create online platforms for exhibition management, registration, and information dissemination.
- Use mobile apps for quick access to event information, maps, and schedules.
- Hold webinars and online sessions to attract more participants globally
6. Follow-up and Evaluation
- Assess exhibition performance after each event by collecting feedback from participants and visitors.
- Implement necessary changes and improvements for future events based on the feedback and analyses
Conclusion
Enhancing Agrofood Iran can play a vital role in advancing the country’s food industry. By leveraging successful international exhibition experiences and implementing the proposed strategies, Agrofood can become a prominent global event, driving growth and further development of Iran’s food industry. This advancement will not only boost the industry’s growth but also create new opportunities for international cooperation and economic progress.
Agrofood can transform into a leading global event in the food industry by increasing the diversity and number of international participants, improving infrastructure and services, strengthening international networking and communications, and focusing on innovation and research
Author:
Ehsan Allahverdi
CEO of Foodex Iran
