B2B matchmaking of Armenian companies at Anuga trade fair

Several companies offering honey, fruits, vegetables, herbal teas, jams and preparations from Armenia were looking for information about European buyer requirements and certifications and how products need to be packaged. They also wanted to meet with potential European importers. That’s why we visited the Anuga fair in October 2019, in Cologne, Germany together.

The main aim of the project was to organize an effective trade fair participation of a range of Armenian potential exporters of natural ingredients and processed foods during the Anuga fair.
Globally Cool’s main task was to identify relevant leads for each company in advance, during the event to monitor the planning of meetings with these companies and facilitate the discussions. It also included the preparation of a promotion leaflet about the participants as well as coaching the Armenian exhibitors during the days of participation, in particular in the area of the meetings management, stand behaviour, etc.





EU (general)

Type of activity

  • Business Matching
  • Trade Fairs and Missions


Based on the profiles of the companies, Globally Cool longlisted 150 EU companies as prospects. We contacted them through personal phone calls in order to narrow down to a shortlist with warmed up leads. 25 companies expressed interest in meeting with the Armenian companies. Accordingly, meetings agendas were scheduled, and 1 on 1 meetings took place during the event.


The companies conducted around 140 meetings with potential buyers from Germany, The Netherlands, Italy, France, Estonia, Spain, Iran, Russia, Japan, Sweden, among other countries. Some of them had the opportunity to conclude orders during the fair.