As we roll into summer, it can sometimes feel like it’s a quiet time. However, if you want to take advantage of H2 food events and some of the key months of the year, it’s not the time to take it easy. If you wait till September, you’ll definitely wish you’d started planning now.
The food and drink events calendar from September onwards is packed with opportunities – trade shows, regional events, buyer meetings, category showcases. But here’s the thing most food business owners learn the hard way: the value you get from food events is almost entirely decided before you walk through the door.
Showing up is easy. Showing up ready – with the right products to promote, the right conversations pre-arranged, and a clear plan for what you want to walk away with – that’s where the work is. And that work needs to start now, while things are quieter and there’s still time to do it properly.
Decide what you’re promoting
It’s tempting to take everything and see what lands. But the businesses that get the most from food events are the ones that go in with a focused message. What’s the product or range you want buyers to notice? What’s the story around it? If you’re launching something new, is it ready to sample? Is the packaging right? Is the pricing clear?
These aren’t questions to be answering in the car on the way there. They need thought, and probably a few iterations, which is exactly why summer is the time to work through them.
Find out where the buyer meetings are
Some of the bigger food and drink events offer structured buyer meeting programmes, pitch sessions or dedicated retail and foodservice matchmaking. These aren’t things you can just wander into on the day – more often than not, they require applications or pre-registration. You’ll want to understand who you can meet, which categories are represented, and what angles to take.
If you’re serious about getting in front of buyers at events this autumn, now is the time to look at which shows run these programmes, what the deadlines are, and whether your business qualifies. A 15 minute meeting with the right buyer can be worth more than two days on a stand.
Pre-arrange the conversations that matter
Even outside formal buyer programmes, the most productive conversations at food events are rarely spontaneous. Check exhibitor and attendee lists when they’re published. Identify the distributors, suppliers, retailers or producers you want to speak to. Reach out before the event. People are far more likely to give you their undivided attention if they’re expecting you.
This applies whether you’re exhibiting or attending. If you’re on a stand, you can invite people to come and see you. If you’re walking the floor, you can book slots rather than hoping for a gap between visitors.
Know what you want to learn, not just what you want to sell
Food events are one of the best ways to see what’s moving in your category – new ingredients, formats, packaging and sustainability trends, as well as what competitors are doing. But you’ll only pick that up if you’ve thought about what to look for. Scan the programme. Identify the talks and panels relevant to your business.
It’s also worth thinking about whether there’s anything you want to get feedback on. Got a new product concept? A positioning question? A supplier gap? Events give you a room full of people who can react to those things in real time – but only if you’ve framed the question before you arrive.
Brief your team – don’t just bring them along
Taking your team to a food show can build morale, spark ideas and give people exposure to the wider industry. But the value drops if they don’t know why they’re there. Give them specific things to look for, people to talk to, or sessions to attend. Debrief afterwards. Make the day count.
The planning window is now
Summer might feel like downtime, but for food businesses with events in the diary from September, it’s the most important preparation period of the year. The question is whether you’re going to make them work for you.
If you want my recommended list of key food and drink events, download the guide, and watch my webinar about making the most of events, too.
And if you want help putting a plan together – what to promote, which events to prioritise, how to get in front of buyers – book a call.
