By Katarzyna Bieniecka- Drzymala FRUIT LOGISTICA 2023
Optimism despite uncertainty at FL
Year by year the Berlin based trade show Fruit Logistica (FL) used to bring together the most important and innovative players in the fresh (mushroom) produce business. The last 3 years were difficult for both the organizers and visitors, but in February the trade floor in the Messe filled up again. Business as usual?
A
fter the last successful edition in 2020, which the organizers mana- ged to place shortly before the outbreak of the Corona pandemic,
the 2021 edition was entirely cancelled. The fol- lowing year’s edition was put off to the Spring- time and was much more limited than before. The hopes that 2022 would be somewhat calmer than the previous year did not materialize, since Europe got affected with Russia’s invasion of Ukraine in February. The economic shock consis- ted of soaring prices for energy and fertilizers, shortage of raw materials like straw supplied previously from Ukraine and shortage of seaso- nal labor from this country, to name just a few. Many companies consulting their clients and suppliers decided to withdraw or at least wait one more year before exhibiting. This year’s edition - despite the still very uncertain global situation - was somewhat comparable to what we were used to, and attracted 2610 exhibitors from 92 coun- tries, who were eager to meet their clients and contacts in person again. 63.470 visitors from 140 countries were counted.
To surf or to sink?
The goals set ahead of the fresh produce sector for this again very challenging year were clear and communicated in the trade fair press as well as during all the public events of FL 2023: be more sustainable; adapt to climate change; secure good partnerships; maintain affordable prices; develop better varieties; explore new markets; use new technology; invest in people. The title of the main event during the Fresh Pro- duce Forum that gathered many exhibitors and visitors was “Marketing in times of crises”. The main message communicated to the public was focused on cooperation; “only together can we continue to advance health and nutrition”. The first speaker Raquel Herce from marketing com- pany Mint pointed to several critical aspects of the contemporary market situation calling it a ‘policrises’ (inflation, energy, fuel, war) and making listeners aware of falling consumption per capita. What to do when people decide to eat less because of economic reasons? According to Herce the solution would be to show to the con- sumers the undisputable advantages of fresh
Entrance to the fair. 63.470 visitors were counted this year. 38 MUSHROOM BUSINESS
Raquel Herce of Mint at the Fresh Produce Forum.
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