Enhancing Colead’s trade fair intelligence

Trade shows serve as invaluable sources of market intelligence, a fact recognized by COLEAD, its stakeholders, and beneficiaries. Despite already engaging in substantial market research activities at trade fairs, COLEAD sought to enhance its methods and outputs further. As a non-profit sector organization committed to promoting inclusive and sustainable agriculture through a network of companies, professionals, and experts, COLEAD offers technical assistance, vocational training, market insights, and access to finance.

With the goal of standardizing operating procedures and protocols for future trade fair intelligence efforts, COLEAD aimed to bolster its support for stakeholders and beneficiaries. Globally Cool provided support to COLEAD's Market Insights team throughout this project, spanning before, during, and after the Fruit Logistica trade fair in Berlin.


mango, pineapple, avocado




EU (general)

Type of activity

  • Market Intelligence
  • Trade Fairs and Missions


The main activities included:

  • Review of COLEAD's current trade fair intelligence methods and outputs, before, during, and after a trade show.
  • Delivery of three virtual training sessions.
  • On-site mentoring and guiding of the Market Insights team at Fruit Logistica 2024.
  • Post-trade fair guidance through virtual sessions to come up with the final reports.
  • Co-creation of standardized operating procedures for preparing, conducting, and disseminating trade fair intelligence.


We enhanced COLEAD's capabilities to transfer knowledge and skills to its members and beneficiaries in the area of trade fair intelligence. We also provided tips and advice for future trade fair intelligence activities, including marketing and promoting such content.