“Adapt, pivot and progress:” Can digital trade shows prove a viable substitute?

31 Mar 2020 --- Over the last month, the spread of COVID-19 has prompted a domino effect forcing industry trade show cancellations around the world. As these challenging times prompt extraordinary innovation, industry turns to digital solutions – signalling the rise of the virtual trade show. FoodIngredientsFirst explores whether virtual platforms can indeed prove a viable substitute to physical events, and what exhibitors think about the new direction industry is taking.

The Institute of Food Technologists (IFT) has announced that it will transition the IFT20 Annual Event and Food Expo – previously slated for July 12 to 15 at McCormick Place in Chicago, US – to a “virtual event experience” for its 20,000 global attendees. This move follows similar adoptions of digital trade show platforms by F&B event organizers, as businesses increasingly rely on this remote mode of engagement to maintain status quo amid the outbreak.

“A virtual trade show represents an opportunity and a challenge for us, as it will ensure safety while supporting manufacturers’ employees and their suppliers’ employees, but also impose a new way of participating to a trade show that is unprecedented,” Thomas Jacob, Marketing & Communications Operations Manager at IFT20 exhibitor Prova, tells FoodIngredientsFirst.

“Little has been communicated around the format of this virtual IFT, but we can envision a platform or space with virtual branded booths, similar to what is done during a traditional trade show. The virtual booth could include many valuable interactive materials brochures, product presentations, videos, tasting kit requests, etc,” he adds.

Jacob notes that Prova has been proactive in coming up with its ideas for a virtual exhibition. “This will definitely bring better targeted and motivated visitors with down-to-the-essentials and straightforward interactions. On the downside, greater attention to details and digital agility will be required to attract visitors without overwhelming them with information in a context where people are all working remotely,” he explains.

In his backing of the virtual trade show concept, Jacob notes, “This is a good substitute, even though not equivalent to the real thing as we will not be able to organize onsite tastings, which are often the highlights and one of the main reasons a flavor house would participate in such events. Human interaction will always be an important factor in our business, as it helps establish essential trust between suppliers and manufacturers.”

Among other event organizers turning toward the digital realm to maintain engagement, Bühler is hosting its own virtual interpack event.Also speaking on the viability of virtual trade shows, Phil Witcomb, Global Marketing Manager at IFT20 exhibitor Palsgaard, tells FoodIngredientsFirst, “You’ve got to try it. This period of time brings out innovation that we would otherwise be too cautious to try.”

“We’re seeing it at Palsgaard now. We have been working out ways to provide our clients with services in a virtual setting. There’s no reason why a trade show should not be successful by adopting some of the technologies that are out there. My advice would be to try it and go for it, rather than to be fearful of it,” adds Witcomb.

Vincent Rollier, Head of Global Communications at IFT20 exhibitor Solvay, shares a similar sentiment. “The virtual trade show could be a digital platform where the companies have their own space to showcase their brands and products. I envision a customized space, similar to a real booth, and options to chat live with the visitors.” 

While IFT20 has yet to release further details on its upcoming virtual event, Rollier envisions digital “access to webinars, possible gains linked to reduced transportation and CO2 emission saved, and having several meetings in parallel.” 

However, there are some setbacks to consider with regards to a remotely viewed trade show, namely the potential loss of new contacts, Rollier points out “There is less chance to walk to a new company and discover it by chance, as you would in a physical setting,” he says.

“In an unprecedented time, new challenges arise – and with those challenges are opportunities to adapt, pivot and progress. This is believed to be the best and safest course of action after careful consideration of COVID-19 developments. Many factors were considered when making this decision, the most important being the safety of all involved,” stresses IFT President Pa Coleman.

“We chose to transition to a virtual event to provide a safe and inclusive platform for the global science of food community to convene, share and learn – a purpose that is more important than ever before. We are excited about the new opportunities this presents and look forward to providing informative virtual programming,” concludes Christie Tarantino-Dean, CEO of IFT. 

US consumers can now shop “in store” from their homes thanks to virtual reality (VR) technology, paired with a white-glove delivery service by Florida-based tech company LifeStyles in 360.Deep dive into digital
Refraining from large scale gatherings remains key to flattening the curve of the COVID-19 cases, but this is proving to be a challenge during a time when keeping up food production is deemed critical. “COVID-19 is reshaping how the food industry is being organized at the moment. Safety measures are increased, transportation is slowed down, lead times are longer and production disrupted in some areas,” adds Jacob.

“Many companies are already facing losses and expect a negative impact on their growth with no hope to recover. The food service has come to a near halt, but actions are being pushed to support them. The markets are temporarily shifting, demanding solidarity from brands, while consumption is moving from nomadism to cocooning for example,” he underscores.

Indeed, the vital necessity of social distance during COVID-19 is an opportunity for businesses to leverage new and engaging concepts. In the US, for instance, consumers can now shop “in store” from their homes thanks to virtual reality (VR) technology, paired with a white-glove delivery service by Florida-based tech company LifeStyles in 360.

Among other event organizers turning toward the digital realm to maintain engagement, Bühler is hosting its own virtual interpack event (May 11 to 15) under the motto “creating food sensations,” with digital showrooms, chats and webinars to present its latest technologies and developments.

Maintaining productivity of the food sector remains integral. In the US, the Cybersecurity and Infrastructure Security Agency (CISA), operating under the Homeland Security Act of 2002, recently issued guidance declaring all food manufacturing employees as essential critical infrastructure workers. Meanwhile, European industry bodies have called for similar provisions for its 4.7 million strong workforce, noting the severity of food shortages if factories across the bloc were to face closure.

As previously reported, COVID-19 concerns contributed to a significant World Food Price dip in February. In Italy, industry reps voiced concerns that food excellence may “fall into the eye of the hurricane.” The closure of entertainment venues and restaurants in affected regions of the world has remained a prominent challenge.

FoodIngredientsFirst has launched a new daily news feed for the coronavirus-related information and insights you need to guide your business through this challenging period. Readers can also stay updated on all upcoming events through our platform’s Event Calendar page.

By Benjamin Ferrer, with additional reporting from Elizabeth Green