The Globally Cool team attended its first trade show of the year: in Berlin. FRUIT LOGISTICA is, without doubt, one of the world’s main trade events – and the most important one in Europe – in the fresh produce sector. Every year, exhibitors from over 80 countries and many international trade visitors attend this trade show to make business, meet their partners, create new connections and learn about the latest trends and innovations.
Globally Cool in the show
Three cool members of our team attended the show this year. Trade advisors Wietske and Luz were on the hunt for trade insights concerning West African papaya, sustainability trends and potential allies, while Managing Partner Alfons supported the Lebanese delegation of exporters in their brand-new national pavilion.
Opening up new markets for Lebanese suppliers
Since 2021, as part of a CBI programme, Globally Cool has been co-creating a Sector Export Marketing Plan for Fruits and Vegetables from Lebanon together with key stakeholders of the sector. The task force includes the Federation of Chambers of Commerce, Industry and Agriculture, the Ministry of Economy and Trade, the Ministry of Agriculture, Berytech, as well as a group of small and medium-sized fresh fruits and vegetable exporters.
Following a market orientation to FRUIT LOGISTICA in 2022 by the Lebanese task force, we co-created a branding and promotion strategy and set up a partnership with the BIEEL project, executed by Fair Trade Lebanon. The partnership included joint branding for both the agri-food and fresh produce sector under the same campaign: Taste our Land | Taste our Heritage. A campaign that was already successfully launched by BIEEL and Fair Trade Lebanon in 2022 at SIAL in Paris.
The Lebanese pavilion
This year, we started off with online brand activation with the content marketing team of the Ministry of Economy and Trade. For this activity, we co-created a digital marketing strategy including the launch of the Lebfresh website, a YouTube channel and a LinkedIn page. Subsequently, the design of the Lebanese pavilion at FRUIT LOGISTICA was created, visitor marketing was conducted, a promotion kit was created and we coached the team concerning branding and promotion on-site.
The Lebanon pavilion of some 80 m2, with an 18 meters wide banner, prominently stood out at the show, leading to the establishment of more than 250 validated business contacts by the Lebanese exhibitors. A promising interest was sparked among buyers from Europe, North America, the Middle East and Asia. In particular, the table grapes and avocados from Lebanon attracted a lot of attention. Moreover, the online marketing took a flight with loads of online content creation and a fast-increasing community of LinkedIn followers. According to one of the CBI sector experts: “…this was the best country participation in many years…”
In the next few months, we will continue our support to the Lebanese stakeholders. Especially by optimising digital marketing through training and coaching, but also by preparing for the next trade fair participation, which is likely to be Fruit Attraction in Spain in October this year. So, stay tuned for more news on this exciting project!
Globally Cool is your partner for effective trade fair participation. Whether it be conducting market intelligence, looking for the best business matches or creating digital marketing content: you can count on us! Contact us and find out how we can help you grow.