Trade Fair Support Myanmar Tea Cluster @ Biofach 2018

How to run a trade fair booth efficiently and effectively, and what are good practices in exhibiting? That was the question of the Myanmar Tea Cluster. That’s why we visited the Biofach trade fair in Nuremberg in February 2018 together with several representatives from Myanmar to find the answers.

We supported the first-ever Myanmar Tea Cluster exhibition, at Biofach. The delegation from Myanmar consisted of six representatives of tea companies and two representatives of the Myanmar Trade Promotion Organization (MYANTRADE). We provided coaching on the job to Myanmar exhibitors in the area of trade fair preparation and participation. Also, we organized 1-on-1 matchmaking meetings with EU buyers.

Furthermore, we organized a tailor-made tour for two MYANTRADE representatives through the BIOFACH with a focus on identifying additional potential export products of Myanmar.






EU (general)

Type of activity

  • Business Matching
  • Trade Fairs and Missions


  • Pre-trade fair activities included:
    1. Reviewed the online entries of the six tea companies in the Biofach exhibitor and product database and made adjustments if necessary.
    2. Reviewed and gave advice on the promotion material prepared by the tea companies (e.g. flyers, posters, photos, business cards, etc.).
    3. Prepared a half-page press information document about Myanmar Tea Cluster and the six tea companies (first-time exhibitor at Biofach, short description of products).
    4. Organised a workshop and trained the attendees in trade fair preparation, with focus on customer needs analysis and elevator pitch.
  • Specific matchmaking related activities were:
    1. Longlisting and shortlisting of qualified leads through intensive research and networking.
    2. Facilitating business meetings.
    3. Preparation of business contact forms for the exhibitors (including questions that should be asked, follow-up tasks etc.) and evaluation of the data after the trade fair.
    4. Arrangement of meetings with potential buyers (before and during the trade fair), list buyers, support during business contacts.


  • First-ever Myanmar Tea Cluster exhibition.
  • Around 20 individual matchmaking meetings between Myanmar tea exporters and EU buyers.
  • A large number of contact forms filled in by interested visitors.