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Trade show activation

Turn a named show into a complete market visit

The stand is only one part. Delegates need buyers, the market needs context, and every day around the show needs a plan.

One per-event package around a named food and beverage show or market visit: booth support, delegation management, retail tours, buyer programmes, and expert staffing, built around FOODEX and the regional trade calendar.

180+ experts 40+ countries

Scope the market visit
Christine Couvelier
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Christine Couvelier
GourmetPro Expert
Strategic Advisory
Steve Ross
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Steve Ross
GourmetPro Expert
Business Strategy
Hitomi Sato
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Hitomi Sato
GourmetPro Expert
Product Innovation
Sanjeev Srivastav
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Sanjeev Srivastav
GourmetPro Expert
Commercial
Rana Shehadeh
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Rana Shehadeh
GourmetPro Expert
Product Innovation
Kelvin Ng
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Kelvin Ng
GourmetPro Expert
Commercial
Giang Duong
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Giang Duong
GourmetPro Expert
Vietnam Go-to-Market & Sales Growth Expert
Jeffrey Cheng
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Jeffrey Cheng
GourmetPro Expert
Strategic Sales
FerreroBarillaDelica AGBel Group - For All For Good logoCJ CheilJedang logoCanadaDomino's PizzaAssociated British Foods plc logoFreedom Fresh Australia logoSiam Winery logoThe Maple Treat logoJETRO - Japan External Trade Organization logoValrhona logoRemedy Drinks logoBateel logoMontes Wines logoCongo Brands logoSigma GlobalParima logoEnterprise Singapore logoLindt logoToo Good To Go logoKerry logoPROVA logo

The show is the anchor. The market visit is the work.

Who this is for

Trade promoters and programme owners who need a named show to produce a market outcome, not only a presence.

  1. You are bringing a delegation into an unfamiliar market.

    The pavilion may be booked, but the commercial programme around it still needs local structure, buyers, and market context.

  2. Your exhibitors need more than footfall.

    They need prepared meetings, market briefings, retail exposure, and a clear route from show-floor interest to follow-up.

  3. The show sits inside a wider market visit.

    The useful week includes the venue, the retail landscape, local operators, and the decisions delegates will take home.

What you get

One activation in three phases, with the venue and the wider market programme owned as one brief.

Prepare

Build the commercial brief around the show

We start with the named event, the market objective, and the people who need to leave with something concrete.

  • Delegation and exhibitor objectives
  • Priority buyer and operator profiles
  • A market itinerary tied to the show calendar
Activate

Run the programme on the ground

A local programme lead coordinates the venue work and the market-side programme as one activation.

  • Booth, pavilion, or delegation coordination
  • Retail tours and local market briefings
  • Expert staffing and buyer programme support
Follow through

Turn the visit into a next-action list

The programme closes with a structured debrief so interest, evidence, and follow-up do not disappear after the event.

  • Delegate and exhibitor debrief
  • Lead and opportunity routing
  • A follow-up plan with named owners

A market itinerary built around the event

FOODEX is a core anchor. The same rhythm applies to regional trade calendars and standalone market visits.

  1. Before the doors open

    Market briefing and commercial preparation

    Delegates arrive knowing the channel structure, the buyer context, and the questions they need to test during the visit.

    Owner
    Local programme lead
    Input
    Delegation objectives and exhibitor priorities
    Handover
    Final itinerary and market briefing pack
  2. On the show floor

    Booth, pavilion, and delegation activation

    The venue programme is staffed and coordinated around the delegation's commercial objectives, not treated as an isolated production job.

    Owner
    Programme lead and staffed specialists
    Input
    Show schedule and buyer-programme brief
    Handover
    Coordinated activation and live issue log
  3. Beyond the venue

    Retail tours, operator sessions, and market exposure

    The itinerary uses the days around the show to read the shelves, formats, buyers, and operators that shape the market.

    Owner
    Market and category expert
    Input
    Category questions and priority channels
    Handover
    Retail observations and market notes
  4. After the visit

    Debrief and follow-through

    The team leaves with evidence, leads, and next actions assigned, so the visit can move into a real market decision.

    Owner
    Local programme lead
    Input
    Leads, observations, and delegate feedback
    Handover
    Debrief and follow-up owner list

The programme is staffed to the market

One local lead owns the brief, then adds the expert and specialist roles the named event requires.

Local programme lead

Owns the event brief, local coordination, delegation rhythm, and the handoffs between the venue and market programme.

Market and category expert

Briefs delegates on the market, joins the sessions where local interpretation matters, and helps turn observations into decisions.

Specialist event staffing

Adds the language, category, retail, buyer-programme, or facilitation capability the named show requires.

What the package can include

The named show and commercial objective determine the module mix. Nothing is added to make the package look larger.

Booth and pavilion support

Local coordination, exhibitor rhythm, briefing, and on-site support around the named show.

Delegation programme

A commercial itinerary for the group, including preparation, local sessions, and structured debrief.

Retail tours and market visits

Guided exposure to the formats, shelves, operators, and channel realities delegates need to see in person.

Expert and buyer-programme staffing

Credentialed local operators and specialists matched to the category, market, and programme role.

How the event package is scoped

  • Per-event package: one named show or market visit, one agreed programme, and one accountable local lead.
  • Scope starts with the event, market, delegation, and commercial objective, then selects only the modules the programme needs.
  • The package ends with the event follow-through. No ongoing commitment is implied.

Trade show activation questions

Is this only booth or pavilion management?

No. Booth and pavilion support can be part of the package, but the offer is the full commercial programme around the named show or market visit. That can include delegation preparation, local briefings, retail tours, expert staffing, buyer-programme support, and follow-through.

Who is this designed for?

The default buyer is a trade promotion body, embassy trade team, industry association, or export group bringing companies into a target market. The same structure can support a company running its own market visit when the objective is clearly defined.

Can you guarantee buyer meetings or commercial outcomes?

No. We can scope buyer-programme support, local outreach, and meeting preparation, but attendance, access, and commercial outcomes are never guaranteed. The package is accountable for the agreed programme and follow-through, not for promises a local market cannot honestly make.

Does the package only apply to FOODEX?

No. FOODEX is a core anchor because of GourmetPro's experience around the event and the Japan trade calendar. The same per-event structure applies to regional food and beverage shows and to standalone market visits built around a target market's calendar.

Questions about how engagements work, cost shapes, or stopping? See the “How we work” FAQ

Start with the show and the market objective

Tell us the event, the market, who is travelling, and what the programme needs to unlock. We will scope the activation around that brief.

Scope the market visit

One named event. One local lead. One agreed programme.