17-19 JUNE 2012 ASB SHOWGROUNDS

GREENLANE, AUCKLAND NZ

www.finefoodnz.co.nz

food. IT’S OUR BUSINESS.

Post show report 2012

Introduction Fine Food New Zealand 2012 is New Zealand’s foremost international trade exhibition for the retail, foodservice and hospitality industries. It was successfully staged from 17 – 19 June 2012 at ASB Showgrounds, Auckland, New Zealand.

The show utilised significantly more floor space, signed

up 9.5% more exhibitors and attracted 5% more visitors

than the inaugural 2010 event.

Highlights of the show include:

• 267 exhibitors, including 45 international exhibitors

• 6,101 visitors, comprising retail, foodservice and

hospitality buyers

• Strong support across the retail, foodservice and

hospitality sectors

Fine Food New Zealand is part of the Fine Food group of

exhibitions that includes Fine Food Australia, Fine Food

Western Australia, Fine Food Queensland and Fine Food

India. As organisers of this event, North Port Events and

Diversified Exhibitions Australia are committed to bringing

buyers and sellers together in a professional environment

that generates business.

Information sourcesWe commission surveys of visitors and exhibitors during

and after the event to measure the success of the show

and monitor audience quality. Extracts are available on

request to support quoted statements and statistics.

A total of 6,101 visitors, comprising of the retail, foodservice and hospitality sectors.

Contents Executive summary ..........................................4

Key facts ...........................................................5

Special show features .....................................6

Visitor analysis ..................................................7

Exhibitor survey ...............................................11

Marketing campaign .......................................13

Exhibitor quotes ..............................................14

Industry partners .............................................16

Contact .............................................................17

Executive summaryFine Food NZ 2012 featured 267 food, drink and

equipment exhibitors (a 9.5% increase on the 2010

show), attracted 6,101 visitors (a 5% increase on the

2010 show); and channelled $1.55 million into the

Auckland economy.

The show’s impressive growth required us to expand the

floor area from Halls 2, 3 and 4 at ASB Showgrounds in

2010 to utilising Halls 1, 2, 3 and 4 in 2012.

In the lead-up to the show, the main objective was to

attract sufficient high quality exhibitors in a wide range of

industries to enable the show to fulfil the expectations of

visitors and facilitate maximum sales.

Surveys show that 68.1% of exhibitors were hoping to

meet business owners, directors or managers, while

69.8% wanted to connect with purchasing managers.

At the show, 74.1% saw owners, directors or managers,

while 53.4% saw purchasing managers – a great result.

Moreover, 86.3% of visitors expressed their overall

satisfaction with the show.

During the show, our objective was to facilitate maximum

sales and sales leads gathering for our exhibitors. Survey

results show that 89.2% of visitors discovered new

products, services or suppliers at the show and total

visitor spend at the show was $13,667,248 – an average

spend of $2,240 per visitor.

89.2% of visitors discovered new products,

services or suppliers at the show and total visitor

spend at the show was $13,667,248 – an average

spend of $2,240 per visitor.

Key factsVenue

ASB Showgrounds, Auckland, New Zealand

Dates 17 – 19 June 2012

Hours Sunday 10am – 5pm

Monday 10am – 5pm

Tuesday 10am – 5pm

Gross area 9,800 square metres

Stand costsUnserviced (space only) stands: NZ$330 per m2

Serviced stands: NZ$363 per m2

Exhibition stands sold3,626 square metres

Exhibitors 267 exhibitors, including 45 international exhibitors

Visitors 6,101 visitors, comprising retail, foodservice and

hospitality buyers

Admission Restricted to persons in the food, drink, and equipment

trades. Admission free with pre-registration,

or $20 at the gate.

Special show features NZ Chefs Association Gourmet Pacific ChallengeCompetitions for junior chefs producing individual

courses, junior teams creating three-course meals

and senior chef teams cooking 140 covers of a

three-course meal, complete with wine matches.

NZ Chefs Association Battle of the TasmanTeams of senior chefs from Australia, Singapore and

New Zealand cooking 70 covers of a four-course meal,

followed by two hours of service. The results were

judged by an international panel of experts from

Australia, Singapore and Hong Kong.

Weston Milling Trainee of the Year CompetitionLive bake-offs between talented young bakery trainees,

plus live baking demos from professional bakers.

Baking Industry Association of NZ Bakery of the Year CompetitionLive judging on the opening day of the show and all

products entered in the competition were on display.

Best New Product AwardsLaunched at the 2010 show these awards were

expanded in 2012 to include a dedicated showcase on

the exhibition floor. The number of companies entering

the awards increased by 10% compared with 2010.

The Best New Product Awards serve as a benchmark for

excellence in the foodservice, food retail and hospitality

industries, showcasing new and innovative products and

services in the following categories:

Best New Retail Innovation

– sponsored by Supermarket News.

Best New Food or Beverage Product

– sponsored by FMCG.

Best New Foodservice Product

– sponsored by Restaurant & Catering.

Best New Hospitality Equipment

– sponsored by Hospitality Magazine.

Worlds of differenceFine Food NZ 2012 added new, dedicated sector areas,

including Packaging World and Gourmet World, to the

existing Equipment World, Drinks World, Bakery World,

Dairy World and Meat and Seafood World.

Dedicated networking spaceWe introduced the Fine Food Business Lounge on the

exhibition floor for corporate hospitality and face-to-face

meetings between exhibitors and buyers.

Visitor analysisA total of 6,101 high quality trade visitors attended the exhibition over three days and were highly satisfied

with their visit:

• 86.3% expressed their overall satisfaction with the show.

• 86% were likely or highly likely to recommend the show.

• 89.2% of visitors discovered new products, services, or suppliers.

• 73.9% of visitors were likely or highly likely to recommend products seen at the show.

• Total visitor spend: $13,667,248.

• Average spend per visitor: $2,240.

Business type: Cafés (576 visitors), manufacturers (545 visitors), restaurants (524 visitors) and

wholesalers/distributors (518 visitors) were the most common business types.

Media 0.3%

Liquor Store 0.4%

Butcher 0.5%

Independent Takeaway 0.5%

Pizzeria 0.7%

Education Facility-Canteen 0.8%

Convenience Store 0.9%

Healthcare/Aged Care 1.3%

Association/Government 1.4%

Food Safety and Handling 1.7%

Food Broker 1.7%

Fast Food/Quick Service 2.0%

Deli/Gourmet 2.3%

Club/Bar/Venue 3.1%

Consultancy 3.4%

Supermarket 3.8%

Hotel/Motel/Accommodation 3.8%

Bakery/Patisserie 4.2%

Caterer 5.3%

Importer/Exporter 6.1%

Education/Student 7.6%

Wholesaler/Distributor 9.9%

Restaurant 10.0%

Manufacturer 10.4%

Café 11.0%

0% 10% 20% 100%

Job function: Well over half of visitors (56.4%) were either business owners, directors, general managers, sales and

marketing managers or purchasing managers.

Areas of interest: the top three product areas that interested visitors most were food service products (55.7%),

hospitality equipment (45.2%) and packaging (43.7%).

Butcher 0.5%

Pastry Chef 0.7%

Catering Manager 0.9%

Media 0.9%

Barista 1.2%

Barperson/Waiter 1.2%

Food Technologist 1.6%

Food and Beverage Manager 1.7%

Catering Manager 1.9%

Sous Chef/Chef de partie 2.3%

Baker 2.9%

Consultant 2.9%

Cook 3.3%

Executive Chef/Head CHef 4.4%

Student/Trainee 4.6%

Operations Manager 4.8%

Purchasing Manager/Buyer 5.3%

Sales/Marketing 14.5%

Owner/Director/General Manager 36.6%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Other 3.9%

Fair trade/ethical 16.6%

Liquor 17.2%

Retail Equipment 21.6%

Ready/prepared meals 21.6%

Confectionery 22.0%

Bakery Equipment 23.8%

Frozen food 31.0%

Dairy 31.4%

Coffee 32.4%

Drinks 32.7%

Gluten free food 35.1%

Natural & organic products 35.3%

Bakery 37.0%

Catering equipment 38.0%

Ingredients 39.4%

Food retail products 41.0%

Meat & seafood 42.0%

Gourmet food 42.0%

Packaging 43.7%

Hospitality equipment 45.2%

Food service products 55.7%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Recommending purchase: 73.9% of visitors said they

were likely or highly likely to purchase or recommend a

product or service seen at the show.

New products: 89.2% of visitors said they discovered

new products, services or suppliers of commercial

interest at the exhibition.

0.9% Highly unlikely (1-2)

4.1%Unlikely (3-4)

21.2%Somewhat likely (5-6)

37% Likely (7-8)

36.9% Highly likely (9-10)

10.8% No

89.2% Yes

The number products on display 80.3%

The ease of finding new products 74.5%

The number of products relevant to your profession 75.2%

The ease of finding products relevant to your profession 75.6%

Overall satisfaction, given your reasons for attending 86.3%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Overall satisfaction: 86.3% of visitors said they were very satisfied or satisfied given their reason for attending.

89.2% of visitors said they discovered new products,

services or suppliers of commercial interest

at the exhibition.

Level of annual spend: 38.5% of visitors said they spent $100,000 or more per annum on commercial food

products for their business. The average level of spend per visitor was $284,488.

Spend at the show: Visitors spent $13,667,248 at the show – an average of $2,240 per visitor. Almost 30% of

visitors spent more than $2,000.

$1,000,000+

$500,001 - $1,000,000

$200,001 - $500,000

$100,001 - $200,000

$50,001 - $100,000

$25,001 - $50,000

$1 - $25,000

$0

$1,000,000+ 14.4%

$500,001 - $1,000,000 5.9%

$200,001 - $500,000 9.3%

$100,001 - $200,000 8.9%

$50,001 - $100,000 9.3%

$25,001 - $50,000 11.1%

$1 - $25,000 21.3%

$0 19.7%

$1-$2,000

$2,001-$5,000

$5,001-$10,000

$10,001-$20,000

$20,001-$35,000

$35,001-$50,000

$50,001-$100,000

$250,001-$500,000

$500,001-$1,000,000

$1-2,000 70.3%

$2,001 - $5,000 12.5%

$5,001 - $10,000 4.7%

$10,001 - $20,000 5.9%

$20,001 - $35,000 1.2%

$35,001 - $50,000 2.7%

$50,001 - $100,000 0.8%

$100,001 - $250,000 0.0%

$250,001 - $500,000 1.6%

$500,001 - $1,000,000 0.4%

$1,000,000+ 0.0% Total value of purchases at show

The average level of spend per visitor was $284,488

Exhibitor survey Fine Food NZ 2012 featured 267 food, drink and equipment exhibitors (a 9.5% increase on the 2010 show), 47.4% of

whom were new to the show. The event has become a preferred medium for launching new products, with 77.6% of

exhibitors launching one or more new products at the show.

Exhibitors made good use of the show’s promotional opportunities with 48.8% of exhibitors generating additional

orders or sales leads as a result of promoting a special at the show. Overall exhibitors noted an average increase

of 17.6% in product or brand recognition.

And the show enabled exhibitors to make an average of $8,483 in sales at the show and generate an average of

$54,724 in sales leads.

Reasons for exhibiting: Almost all exhibitors (96.6%) wanted to increase awareness of their brand or products and

83.6% wanted to meet existing customers and suppliers at the show.

Satisfaction: Exhibitors were mainly “very satisfied” or “satisfied” that they met their top four objectives at the show.

Increasing brand or product awareness 96.6%

Meeting existing customers& suppliers (networking) 83.6%

Generating high value sales leads 82.8%

Launching new products 72.4%

Generating a large volume of sales leads 70.7%

Generating sales orders at the show 47.4%

Finding a distributor/dealer/importer 34.5%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Increasing brand or product awareness 73.7%

Providing opportunities to network 67.9%

Helping you generate high value sales leads 49.1%

Supporting the launch of your new products 71.1%

Helping you generate a large volume of sales leads 36.4%

Helping you generate sales orders at the show 31.3%

Helping you find a distributor, dealeror importer 43.7%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Sales leads: Exhibitors gathered an average of 42 sales leads each – and 24% gathered more than 50 leads at the

show. The average value of leads gathered at the show was $54,724.

Sales leads per exhibitor

Value of sales leads per exhibitor

Onsite sales: Exhibitors took home a total of $2,239,448 from onsite sales – an average of $8,483 per exhibitor.

$100,001-$250,000

$50,001-$100,000

$35,001-$50,000

$20,001-$35,000

$10,001-$20,000

$5,001-$10,000

$2,001-$5,000

$0-2,000

Not applicable

$1,000,000+ 0.0%

$500,001 - $1,000,000 0.0%

$250,001 - $500,000 0.0%

$100,001 - $250,000 2.6%

$50,001 - $100,000 2.6%

$35,001 - $50,000 0.9%

$20,001 - $35,000 3.4%

$10,001 - $20,000 2.6%

$5,001 - $10,000 4.3%

$2,001 - $5,000 6.0%

$0-2,000 62.9%

Not applicable 14.7%

251-500

201-250

151-200

101-150

51-100

21-50

11-20

6-10

0-5

Not applicable

More than 1,000 0.0%

751-1,000 0.0%

501-750 0.0%

251-500 0.9%

201-250 1.7%

151-200 1.7%

101-150 7.8%

51-100 12.1%

21-50 23.3%

11-20 18.1%

6-10 16.4%

0-5 11.2%

Not applicable 6.9%

$500,001-$1,000,000

$250,001-$500,000

$100,001-$250,000

$50,001-$100,000

$35,001-$50,000

$20,001-$35,000

$10,001-$20,000

$5,001-$10,000

$2,001-$5,000

$0-2,000

Not applicable

$1,000,000+ 0.0%

$500,001 - $1,000,000 1.7%

$250,001 - $500,000 2.6%

$100,001 - $250,000 10.3%

$50,001 - $100,000 12.1%

$35,001 - $50,000 6.0%

$20,001 - $35,000 7.8%

$10,001 - $20,000 8.6%

$5,001 - $10,000 13.8%

$2,001 - $5,000 8.6%

$0-2,000 6.9%

Not applicable 21.6%

Marketing campaignAn extensive promotional campaign with a rate card

value of approx $200,000 utilised print and online

advertising, DMs and EDMs, social media and public

relations. The campaign was highly effective, resulting

in a 5% increase in attendance plus 8,882 online

registrations. The campaign attracted many new visitors

– 54.9% of visitors had never attended a Fine Food show

prior to Fine Food NZ 2012.

Fine Food NZ established partnerships with Review

Publishing – publishers of Supermarket News and

Restaurant & Catering – and Mediaweb, publishers

of Hospitality/Thirst Magazine and FMCG. These

partnerships resulted in extensive print coverage

including full-page advertisements, inserts, show

previews, a Buyers Guide, plus pre- and

post-show editorial.

The Fine Food NZ website was completely rebuilt to offer

visitors enhanced search features, the ability to create

personalised show ‘itineraries’ and interactive floor maps.

Exhibitors received their own promotional profile pages

on the website that they could link to their Facebook and

Twitter accounts, and use to help drive traffic from their

own websites. These profile pages now provide a

year-round resource, driving visitors to exhibitor

websites long after the show.

A social media campaign utilising Facebook, Twitter

and LinkedIn encouraged visitor interaction in the lead-

up to the event. The Facebook page achieved close to

1,900 ‘Likes’ prior to the show. This resulted in hundreds

of interactions every week and a ‘viral’ reach of over

600,000 via ‘friends of fans’. Over 100 people actively

joined the conversation on Twitter while targeted LinkedIn

advertising achieved over 500,000 impressions.

A widespread PR campaign resulted extensive coverage,

including an interview with North Port Events CEO Dona

White on TVNZ Breakfast, print coverage in Meeting

Newz, Tourism Business magazine, NBR Food Industry

Week, Admedia, Manawatu Standard and The Press,

online editorial in foodnews.co.nz, hosponews.co.nz,

foodie.co.nz, yahoo.co.nz, voxy.co.nz, fresh.co.nz,

pmflegal.co.nz, nzherald.co.nz and gisborneherald.co.nz.

Overall a PR value of approximately $250,000

was achieved.

Exhibitor Quotes “ A great show with fantastic people and a

wonderful range of products. Taking part should

be compulsory for anyone in the hospitality industry.

Thanks, we thoroughly enjoyed ourselves.”

– The Team from Skellon Foods (Skellonz)

“ Dealing with the team at North Port Events and

Fine Food has been a pleasure, always had the

answer or the right person to put me onto. Having

the BIANZ Feature Area in such a great spot we were

able to showcase our business and the industry to

everyone that came through, no one could miss it.”

– Veronica Thompson, Marketing Executive, Weston Milling New Zealand

“ The Fine Food show was a great event and while

showcasing our products it was a great place to

catch up with our existing clients. This platform

also helped us meet with new prospects and gain

further exposure for our brand. Ticked all the boxes

and helped us spread the Altura Coffee experience.”

– John, Altura Coffee

“ I have been to Fine Food shows across

Australasia for many years and would rate the

Auckland show as one of the better shows held.

With time this show could and should become NZ’s

premier show to generate large volume international

and local food sales and provide a one-stop location

for the New Zealand food and beverage industry.”

– Winston Herbert, ENZA Foods NZ Ltd

“ It was our first time at Fine Food New Zealand

and compared to other shows we have done this

one really worked for us! Meeting the right people

in the right circumstance lead to new customers new

sales and better brand awareness. Looking forward to

2014 and bigger better highs!”

– Tracy Levey, Alpine Gold

“ Fine Food NZ was a well-run trade show that

provided significant opportunities for our

business. We generated a large number of leads

from people interested in how we can help their

business and formed some great relationships with

dealers and suppliers.”

– Attie O’Rourke, Silver Chef

“ Fine Food New Zealand was a great experience –

it was a really well organised show with a great range

of exhibitors and, for us, generated a lot of quality

leads. We’ll definitely be back!”

– Helen Robinson, Organix Wholefoods

“ The web-based system for promoting products,

show specials, etc. was great, very intuitive and

effective. The pre-show visibility we received via the

FFNZ web site was beneficial and instrumental in us

receiving greater results than previous shows.”

- Philip Dowling, Nero Italia

“ Fine Foods NZ 2012 was a great boost for our

business and provided great exposure in one event.”

- Mike Grassick, JL Lennard

Anonymous testimonials from exhibitor survey“ I feel proud as a business owner to be associated

with such a professionally run show. Couldn’t fault

anything and can only praise the team and the calibre

of exhibitors. Run off my feet with orders, show visitors

and new leads. Well laid out. We will be demanding the

same site again and have our hands up to be back for

the next one. We attend around six trade shows a year

and this has been the best trade show in 10 years!”

“ A well organised, systematic trade fair. One of the

best organised trade fair shows across the globe. In

simple words it’s value for the money spent.”

“ Excellent showcase for the foodservice industry,

offering opportunity to showcase new products/services

and to network with industry colleagues.”

“ Launching our range of food base products from

Custom Culinary USA at Fine Food NZ was the

best venue available. The show provides a targeted

audience to foodservice businesses.”

“Excellent showcase for foodservice industry,

offering opportunity to showcase new products/services and to network

with industry colleagues.”

Future Events:Fine Food New Zealand 2014ASB Showgrounds, Auckland

22–24 June 2014

Fine Food Australia 2013 Sydney Convention Exhibition Centre

9–12 September 2013

Fine Food Western Australia 2013Perth Convention Exhibition Centre

14–16 April 2013

Fine Food Queensland 2014Brisbane Convention & Exhibition Centre

9–11 March 2014

Fine Food India 2013Pragmati Maiden Exhibition Complex

11–13 December 2013

Our Partners and Supporters:

Media partners:

Official charity:

Sponsors:

Associate Sponsors:

Diversified Exhibitions Australia

424 St Kilda Road

Melbourne VIC 3004 Australia

Telephone: + 61 3 9261 4500

Facsimile: + 61 3 9261 4545

Web: www.finefoodnz.co.nz

Email: mconstan@divexhibitions.com.au

North Port Events

PO Box 90300

Victoria Street West, Auckland, New Zealand

Telephone: + 64 9 376 4603

Facsimile: + 64 9 378 7659

Web: www.finefoodnz.co.nz

Email: dona@nthport.co.nz

ContactWant to exhibit and meet thousands of serious buyers? Contact a member of the Fine Food team to book your stand.