Fayrefield Foods at Anuga
The Client
Fayrefield Foods is one of the UK’s leading independent suppliers of branded and own-label dairy products, premium added value ranges, healthy eating products and commodity ingredients. With over 40 years of heritage, it’s internationally renowned for its food sector brand management and innovation expertise.
With a Europe-wide network of chain and independent retailers and food service outlets, it offers a complete service that branches into all modern food production, management, supply and development sectors. It exports over 70,000 tonnes of produce, across 250 product lines, to more than 40 countries each year.
The Project
Ei has worked with Fayrefield Foods for many years, creating a diverse range of exhibition stands for various events.
For this project, they asked us to create a bespoke exhibition stand to make an impact at Anuga, the world’s largest trade show for the food and drinks industry.
Held in Cologne, Germany, every two years, Anuga attracts around 8,000 exhibitors and almost 140,000 visitors and is the place to be seen within the industry.
Anuga enables food and drink brands to create business connections with senior buyers from around the world
For the most recent Anuga, the client wanted a fresh and interactive exhibition presence to build brand awareness, attract delegates and showcase some of its latest product ranges.
The Solution
Our brief was to create a visually appealing stand to attract visitors to network, taste the products and hold meetings with the Fayrefield Foods team, so it needed a hospitality element building in. It was an open stand space, but we had to contend with a structural pillar in the centre of the space.
Our solution was to create a simple, illuminated, branded back and side wall to maximise the available floor space and allow plenty of room for networking and hospitality. We created a bespoke, illuminated tree structure with integrated product display cabinets to mask the pillar.
The stand also had a full working kitchen where Fayrefield’s chefs cooked snacks for delegates and gave demonstrations, and a private, sound-proof meeting room.
We built and branded all the panels off-site, meaning the stand could be assembled onsite quickly before the event. The walls, flooring and many other stand elements were reusable to help keep waste to a minimum.
The Impact
Our stand blended functionality and aesthetic appeal to help Fayrefield make a notable impact at Anuga.
The clever transformation of the central pillar created a stunning focal point for the stand, which, when combined with the famous life-sized Union Jack cow model it takes to most events, created a real buzz around the exhibition hall and attracted people to the stand.
The fully equipped kitchen allowed for live culinary demonstrations and tastings, drawing delegates into Fayrefield’s world of flavours.
This strategic presence at Anuga significantly boosted brand recognition, emphasising Fayrefield Foods’ commitment to innovation and environmental responsibility, and reinforcing its leadership in the international food industry.
Testimonial
“Our stand at Anuga captured the essence of Fayrefield Foods and stood as a testament to our innovative spirit.
“I just wanted to thank you for your usual perfection from the design to the completion; your attention to detail is always second to none.
“As always, you’ve done us all proud. Your expertise in creating a space that truly represents our brand and ethos is immensely appreciated.
“Thank you for another successful collaboration.”
Michelle Fenney
Director, Fayrefield Foods