From August to November 2019, SIPPO Peru implemented a capacity building activity with PROMPERU to develop capacities in exporters participating in ANUGA, the world’s largest trade fair for food and beverages of the entire industry.
This activity considered training sessions for the PROMPERU staff on German market trends and distribution channels (retail). Furthermore, the international German consultant Arno Liebmann delivered a session on matchmaking and coach to 10 SMEs in the trade fair, supporting them in outbound meetings, in some cases with a tailor-made approach in the case of the smallest Peruvian companies in the pavilion.
ANUGA 2019 was the first time the Peruvian exhibitors had the opportunity to show their products in 3 pavilions: frozen, organic and fine. Considering this opportunity, SIPPO included an expert in sales, the Dutch Consultant Han Leenhouts that teach the companies on techniques to sell their products in the best way in a trade fair. Afterwards, to assess the correct performance of the companies, a German Mystery Shopper Ms Miriam Stoll evaluated 13 Peruvian exhibitors to know how to help them in the future based on their performance.
PROMPERU had the opportunity to exchange experiences with other international BSOs from South Africa and Tunisia (Countries supported by SIPPO), that allowed to get insights on how other international visitors perceive the Peruvian high quality of our products.
All these activities finalized in a Follow-up interview a month after the trade fair delivered by the Peruvian Consultant Cesar Laines that will give important insights to PROMPERU to get positive results in trade fairs to come. ANUGA figures of 2019 once again impressively demonstrate the importance of the trade fair for the international exhibitors, with 7,590 exhibitors from different countries and about 170,000 visitors, ANUGA Cologne is clearly the number one food fair in the world this year.