Event organiser, John Thomson of Exhibition Management Services says this is not the first time this has happened. Last year’s show also had a similar déluge of exhibitors clamouring to sign up. “It’s not unprecedented or unexpected – but it certainly speaks volumes about the support AB7 enjoys – both locally and around the world,” he says. Thomson is organising the world renowned food and beverage show for the eleventh successive year.

Accessing African Markets

Thomson believes the AB7 show’s phenomenal growth is powered by two drivers: intrepid South African producers and manufacturers pushing north into ‘The New Asia’ – fast growing markets across the African continent – and a growing wave of transcontinental and overseas companies looking for entry points into the same place; Africa.

“Last year visitors from 53 countries attended AB7 – 22 of these from Africa – and that number will definitely increase again this year,” says Thomson. “The kind of exposure and market access that AB7 gives its exhibitors is unmatched. And the show’s track record is undisputed.”

Recounting some of the show’s numerous success stories, Thomson says: “AB7 has provided fruit juice manufacturers in Uganda access to suitable equipment, it has allowed supermarkets in Ghana and Nigeria to stock up with South African manufactured goods, it has provided an Angolan soft drinks company access to other markets, it has put Ethiopian honey into Johannesburg health shops – the list is almost endless.”

“The question is no longer ‘if’ a business or company should enter the African market, but ‘when’ and ‘how’,” continues Thomson. “The time is now, and AB7 provides a valuable, cost-effective solution to stakeholders in the food and beverage sector worldwide. Most importantly, almost all visitors are key decision makers, managing directors, business owners, wholesalers, agents and manufacturers.”

AB7 is made up of seven component sectors including AgriFood; Pan African Retail Trade Exhibition; FoodTech Africa; DrinkTech Africa; Interbake Africa; Retail Solutions Africa and FoodBiz Africa.

Exhibitors aiming for above and beyond

“AB7 is the doorway into the African market,” confirms Yudi Dahlan from the Indonesian Trade Promotion Centre. “All our exhibitors from my country feel that AB7 is the ‘ultimate showcase’ for their products,” he says.

“Our booth is already booked for this year,” says Anria Malan project and sales manager at long-standing AB7 exhibitor Heat and Control. “AB7 gives us an opportunity to broaden our customer database across various industries, both in South Africa and other African countries.”

Robert Millar, marketing manager at drinks company, Kiss Mix, says he had encouraging discussions with potential buyers in 2012. “AB7 was instrumental in getting our brand and image into African markets.”

For more information contact Lineke van der Brugghen, Exhibition Management Services at +27 11 783 7250, fax her at +27 11 783 7269 or email [email protected]. Alternatively, visit www.exhibitionsafrica.com.