SHOP Delivering the Audience SHOP. Post Show Report Ireland s food, drink, retail & hospitality event.

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Annabella Webb
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1 Delivering the Audience Post Show Report 2010 SHOP

Our first experience of exhibiting at SHOP has exceeded all of our expectations, in terms of both volume and quality of visitors to our stand.

This guarantees we will most definitely use SHOP as our principal export to the Irish market.

Exhibitors were exposed to 185,000 worth of PR in Trade and National Press 40% of exhibitors have already pre-booked a prime position at SHOP 2011 91% of visitors will visit SHOP again in 2011

2 Our first experience of exhibiting at SHOP has exceeded all of our expectations, in terms of both volume and quality of visitors to our stand. We have a significant level of business already committed and a potential source of new business which we could not have expected. This guarantees we will most definitely use SHOP as our principal export to the Irish market. Managing Director, Mini Donut Factory Vital Statistics 2,301 quality visitors over three days 150 exhibitors All sectors of retail, foodservice, wholesale & distribution and manufacturing attended Exhibitors were exposed to 185,000 worth of PR in Trade and National Press 40% of exhibitors have already pre-booked a prime position at SHOP % of visitors will visit SHOP again in 2011 Visitor breakdown by sector Pubs, Clubs, Restaurants, Hotels 7% Buyers at SHOP were actively seeking the following products: 14% Independent Grocers, Off Licenses, Convenience Stores, Forecourt Retailers, Newsagents Manufacturers Multiple Group Retailers, Supermarkets, Symbol Groups 6% 30% 8% Wholesalers Food and Drink Products % Alcoholic Drinks...15 Bakery/Cakes...22 Coffee Machines & Roasters...18 ConfectionEry...21 Confectionery/Snacks...18 Dairy...19 Food to go...17 Frozen/Chilled...20 Hot Beverages...13 Meat and Poultry...16 Organic Foods...9 Packaged Groceries...9 Seafood...8 Soft Drinks...15 Speciality/Ethnic...5 CafÉs, Coffee Shops, Sandwich Bars 17% 9% Consultancies Contract Caterers 2% Distribution/ Transport/Logistics 7% Non Food & Drink Products % Architects/design... 7 Catering Equipment DVD... 5 Forecourt Equipment... 6 Franchising... 5 Furniture... 6 Greeting Cards... 9 IT/EPOS/Security/Mobile/ATM... 9 Logistics... 6 Newspaper/Books/Magazines Non Grocery... 9 Packaging POS/POP/Signage Refrigeration/Shopfitting Tobacco & related products... 8

3 Great visit, very worthwhile to see what s going on, looking for catering display units and would spend a significant sum on these each year Catering Manager, Aramark A lot of good quality Irish food producers and craft butchers improving all the time, will be back in 2011 Buyer, Musgraves Key Decision Makers WHO VISITS SHOP? Buyers with Budgets visitors have a combined average budget of 67% 424,575,000 of SHOP visitors make the final decision on product purchases to spend on food service and food retail related products. Big name Buyers:

We ve met the right mix of retail owners and managers, with 25 positive

This is a very good exhibition for the Retail Sector, and I recommend

Oltech Reaching your Target Market SHOP generated a huge amount of

Times 114,488 TRADE PRESS Checkout Magazine 6,222 Retail News 6,437

campaign will aim to increase on this coverage.

2010 in trade publications and national press through to magazines,

The SHOP PR campaign consists of a range of comprehensive previews and

4 We ve met the right mix of retail owners and managers, with 25 positive interactions, 10 strong leads and 2 deals as good as closed. This is a very good exhibition for the Retail Sector, and I recommend this exhibition to anybody looking to target Irish Retailers, Director, Oltech Reaching your Target Market SHOP generated a huge amount of media coverage, from full editorial articles to diary dates and event listings. A dedicated and focused campaign reached across all media to deliver our target audience. MEDIA REACH PREVIEWS/FEATURES PRESS Irish Independent 152,204 Irish Times 114,488 TRADE PRESS Checkout Magazine 6,222 Retail News 6,437 Shelflife 9,296 Forecourt 4,208 For the 2011 show our dedicated PR campaign will aim to increase on this coverage. For 2011 we also plan to increase traditional press, magazine and online advertising and direct mail. Here is just a small sample of the media that we have reached so far in 2010 in trade publications and national press through to magazines, targeted local press and online. The SHOP PR campaign consists of a range of comprehensive previews and features which reach end markets with the core show messages. Editorials, Interviews and Showcases Belfast Telegraph Retail Intelligence Checkout Retail News Craftbutcher Magazine Shelflife Daily Mirror Star Chic IFSC Sunday Business Post Musgrave Magazine Trade Fair Dates My Food Adventure Ulster Grocer Newstalk Woman s Way

To win the Best New Taste award is a fantastic honour, but to win the Overall Product of the Show Award, with our new Chicken and Chili Vol Au Vent, is an amazing endorsement from our industry.

Rosita Moyles of Simply Honest Food Company Celebrating Excellence at Awarding excellence in the Irish food sector, the highly anticipated Product of the Show awards, sponsored by Marla.

Its Chicken and Chili Vol Au Vent also claimed the award for Best New Taste 2010.

5 To win the Best New Taste award is a fantastic honour, but to win the Overall Product of the Show Award, with our new Chicken and Chili Vol Au Vent, is an amazing endorsement from our industry. The competition was very high this year, and I am delighted that our product, in the eyes of the judges, was the best for quality, innovation and high food standards. Rosita Moyles of Simply Honest Food Company Celebrating Excellence at Awarding excellence in the Irish food sector, the highly anticipated Product of the Show awards, sponsored by Marla.ie, took place at and saw the Simply Honest Food Company walk away with the title of Overall Product of the Show award. Its Chicken and Chili Vol Au Vent also claimed the award for Best New Taste Winners include: Mash Direct with Mash Direct Potato Cakes Activeion (Europe) GmbH with ionator EXP FloorTech with Trazcon RS Systems Galberts with Galberts Salads Simply Honest Food Company with Chicken & Chilli Vol au Vent Irish Atlantic Salts with Irish Atlantic Salts Simply Honest Food Company with Chicken & Chilli Vol au Vent The SHOP Product of the Show Awards, sponsored by Marla.ie is now firmly established as the major event in the Irish food and drink retail industry. Head judge and Chairman of Marla.ie, John Hickey has stated The standard of entrants this year was extremely high, and made our job, as judges, very difficult. However, I think this is a great reflection on the number of small manufacturers enterprising in these difficult economic times. The level of innovation and value for money products was tremendous and I hope the Product of the Show awards help to propel these local Irish companies forward in order to make their products more widely available. Call for Entries will commence for the SHOP 2011 Product of the show awards from January 2011

To be crowned the Supreme cheese at the SHOP Irish Cheese Awards is terrific recognition for the hard work that we ve put into making our cheese the best.

The Irish Cheese Awards sponsored by Sheridans Cheesemongers and CAIS This year s Cheese Awards were created in order to recognise the outstanding talent amongst homegrown Irish cheese producers and

With over 100 cheeses entered into this year s competition, the standard was extremely high.

6 To be crowned the Supreme cheese at the SHOP Irish Cheese Awards is terrific recognition for the hard work that we ve put into making our cheese the best. We believe this win will have a positive impact on our brand, and open doors in terms of retailers who appreciate and stock quality cheese, Bellingham Blue cheese producer, Peter Thomas. The Irish Cheese Awards sponsored by Sheridans Cheesemongers and CAIS This year s Cheese Awards were created in order to recognise the outstanding talent amongst homegrown Irish cheese producers and provide a platform for local producers to get in front of key decision-makers and buyers from across the food, drink and retail sectors. With over 100 cheeses entered into this year s competition, the standard was extremely high. Commenting on the standard is Irish Cheese Awards judge, Kevin Sheridan, owner of Sheridans Cheesemongers: We re delighted to have been involved in a genuine Irish Cheese awards event, where we could fill 11 categories with the very best of Irish Cheese. The category new Irish cheeses could have been won by any of the entrants as the standard was exceptional. We are very proud to be working alongside the Association which has many roles in assisting and promoting the Craft Butcher. The Associated Craft Butchers of Ireland held three very important National awards at Speciality Foods Competition Sausage Competition Star Shop Award ACBI encourages consumers to look for the CraftButcher logo to be sure of having the very best, traceable, traditionally prepared meat available. For full results visit was once again the proud host of the SCAE Coffee Competition which included the best Irish talent in Latté Art, Coffee in Good Spirits & Coffee Cupping. For competition results visit

The quality of visitors has been excellent. We have met the influential people we need to meet. It has been very worthwhile and we will be back next year.

The ASSOCIATED CRAFT BUTCHERS OF IRELAND A haven for Ireland s Butchers, this area for LIVE Meat Cutting Demonstrations, the National Sausage & Pudding Finals and the Speciality Foods Competition

7 The quality of visitors has been excellent. We have met the influential people we need to meet. It has been very worthwhile and we will be back next year. Managing Director, Rota Industries Ltd WHAT HAPPENED AT SHOP? The Daily Draw Bernard Keane from Keanes Supermarkets won 1000 at the show and purchased a spider fridge from Anglo-Irish. The ASSOCIATED CRAFT BUTCHERS OF IRELAND A haven for Ireland s Butchers, this area for LIVE Meat Cutting Demonstrations, the National Sausage & Pudding Finals and the Speciality Foods Competition 2010 was buzzing for the entire show. BAriStA WitH the SPeCiALity COFFee ASSOCiAtiOn Of Europe Irish Chapter Ireland s best Barista s battled it out in Latte Art, Coffee in Good Spirits and Cupping Championships. Barista s from all over Ireland competed for the 3 titles. THE RETAIL DOCTOR SHOP s resident retail doctor, James Burke, diagnosed, treated, and cured retailers issues in minutes. Offering one-on-one advice and sharing 23 years experience in the Irish food retail sector.

We re here to see the independents and have finally got to see faces that we ve been talking to for a long time as well as making lots of new leads.

PRODUCT OF THE LIVE SHOW Products were pitched to a panel of expert judges Dragon s Den Style, Sponsored by leading design agency Márla.

Visitors sampled Ireland s best farmhouse cheeses as they competed for the prestigious Irish Cheese Awards.

8 We re here to see the independents and have finally got to see faces that we ve been talking to for a long time as well as making lots of new leads. Been a great show for us and we ve signed up already for 2011, Group Sales & Marketing Director, Country Crest WHAT HAPPENED AT SHOP? PRODUCT OF THE LIVE SHOW Products were pitched to a panel of expert judges Dragon s Den Style, Sponsored by leading design agency Márla.ie the irish CHeeSe AWArDS sponsored by Sheridans Cheesemongers And CHeeSe And Wine tasting with Robert Joseph and Kevin Sheridan This year s cheese awards were all about the best of IRISH! Visitors sampled Ireland s best farmhouse cheeses as they competed for the prestigious Irish Cheese Awards. Taste buds were tested as visitors matched Cheese with Wine at the exclusive Cheese and Wine Tasting Evening with world wine specialist Robert Joseph! KEYNOTE SPEAKERS learnshop areas at SHOP played host to inspirational keynote speakers who uncovered the secrets of retailing, exploring the benefits of customer loyalty, and surviving the economic downturn. learnshops These free-to-attend, content-rich seminars which address hot industry trends and issues, offer visitors indepth knowledge of the most recent developments in their field. learnshops are independent miniseminars and brief workshops that add value to the visitor experience while ensuring maximum circulation throughout the fair. Topics include for example: Trends Energy management Unique concepts Marketing Fast food & health New restaurant interiors How to increase consumer spend Do you have clients who would like to present their story in 2011? This could be the ideal opportunity to raise the profile of your products and solutions. Contact: lucy.daley@easyfairs.com for more information.

Sales Director, Floortech SUPPORTERS & PARTNERS The following associations supported SHOP in 2010 and plans are already in place to further strengthen working relationships for 2011.

9 SHOP was an excellent opportunity for us to demonstrate our range of products to the emerging Irish market. The quality of leads was excellent. We won best value for money award and were extremely pleased with this. Sales Director, Floortech SUPPORTERS & PARTNERS The following associations supported SHOP in 2010 and plans are already in place to further strengthen working relationships for Media and show partners played a key role in our exhibition with excellent coverage to generate both anticipation and excitement. Associated Craft Butchers of Ireland The Associated Craft Butchers of Ireland will hold its National Product Awards Finals at SHOP 2011, in a dedicated pavilion. RGDATA Trade body for grocery retailers throughout Ireland. Speciality Coffee Association of Europe Market the art of coffee making in Ireland. Members and sponsors supply retailers of coffee and coffee making equipment. MARLA.IE One of Ireland s leading Marketing, Design & Web Communication Agencies. Marla.ie are dynamic, creative and passionate about delivering results. And a very special thanks to the five County Enterprise Boards who assisted their local artisan producers with exhibiting at SHOP.

SHOP & EASYFAIRS In December 2009, easyfairs, the leading organiser of time & cost-effective trade shows was proud to acquire two prestigious food and drink shows from the Dublin-based exhibition

We are confident that in Ireland the easyfairs concept is likewise a perfect fit for SHOP.

easyfairs success in taking them to the next level. We have been very impressed by easyfairs approach and the company s strong international presence.

10 SHOP & EASYFAIRS In December 2009, easyfairs, the leading organiser of time & cost-effective trade shows was proud to acquire two prestigious food and drink shows from the Dublin-based exhibition organisers Expo Events and Mercury Event Management: SHOP in Dublin and IFEX in Belfast. At the time, Jean-Francois Quentin, COO of easyfairs stated We are absolutely thrilled to acquire this prestigious and high-profile event. The easyfairs Group has already successfully acquired and organised shows in the retail food and drink and hospitality sectors in Benelux and the Nordic region. We are confident that in Ireland the easyfairs concept is likewise a perfect fit for SHOP. Gerry Murphy, Chairman of Expo Events, and Killian Byrne, Managing Director of Mercury Event Management, endorsed this view: We are proud of the work we have done in developing these shows and wish easyfairs success in taking them to the next level. We have been very impressed by easyfairs approach and the company s strong international presence. Our exhibitors can have every confidence in easyfairs as their future organiser. easyfairs is the world s leading international organiser of time & cost-effective trade shows. We make it easy for goal-oriented exhibitors and visitors to do business in a focused and professional environment.with headquarters in Brussels and an international network of offices, easyfairs runs shows in Austria, Belgium, Colombia, Denmark, Finland, France, Germany, Ireland, The Netherlands, Norway, Spain, Sweden, Switzerland and the United Kingdom. easyfairs brings the show to the heart of the market. More info: ABOUT EASYFAIRS easyfairs UK & IRELAND Tel: +44 (0) Fax: +44 (0) SaleS BELFAST Caroline McGuinness Tel: +44 (0) SaleS london LUCY RIDDETT Tel: +44 (0) SaleS DUBLIn Margaret Andreucetti Expo Events Tel:

KING S HALL, BELFAST

KING S HALL, BELFAST DON T DELAY BOOK YOUR STAND TODAY Northern Ireland s ONLY food, drink, retail and hospitality event CALL +44 (0)28 9068 3331- IFEX 2012 - Northern Ireland s only food, drink, retail