International cooperation

Marketing cooperation between iba and iran food + bev tec

iran food + bev tec

GHM Gesellschaft für Handwerksmessen mbH is backing the emerging market Iran. For this reason, GHM, which organises iba in Munich every three years, is starting a collaboration with the trade fair iran food + bev tec (Teheran), Iran's leading trade fair for food technology.

The agreement was signed mid-April by the organisers of both trade fairs GHM and fairtrade, aiming to support exhibitors and to tap into exciting new export markets.

Dieter Dohr, CEO and President of GHM

Dieter Dohr, CEO and President of GHM Gesellschaft für Handwerksmessen mbH, sees great opportunities in the collaboration with the Heidelberg-based trade fair organiser fairtrade and its trade fair iran food + bev tec.

Dohr expects this cooperation to offer iba exhibitors promising access to the prospering regions around the Caspian Sea and the Persian Gulf: "During conversations with our exhibitors, the desire to tap into new markets became apparent. In this respect, Iran and the bordering countries in the Middle East are very exciting export markets.

With fairtrade, we have a specialist by our side who will help our iba exhibitors gain a stronger presence in the Iranian market. fairtrade's know-how coupled with our experience offers great potential growth for everyone involved, and ultimately also for both of our trade fairs."

Michael Wippler, President of the German Bakers' Confederation (Photo: Darius Ramazani)

With 633 exhibitors from 37 countries, the iran food + bev tec trade fair has developed into Iran's leading trade fair for food technology since its founding in 1994. Bread has a high significance in Iran and is considered to be the most important staple food.

As a fan of Iran's regional bread speciality, Michael Wippler, President of the German Bakers' Confederation, is looking forward to the collaboration: "We have a long and intense professional relationship with the Iranian bakers' association. This partnership shows in the many Iranians who attend courses at our Baking Academy in Weinheim as well as the groups of Iranian visitors who travel to iba every time and invest heavily.

I am glad that, with this cooperation between both trade fairs, we are taking a further step on this joint path towards promoting and deepening the exchange on country-specific specialities between German and Iranian bakers and confectioners."

Martin März, founder and owner of fairtrade (Photo: fairtrade)

Concerning technology import, Iran, with its population of 80 million, belongs to the top 3 in the Middle East in the area of bakeries and confectioners. Germany is the second most important trade partner in this segment.

This is why Martin März, founder and owner of fairtrade, sees further growth potential in the future: "On the occasion of the iran food + bev tec 2017, we are organising a Special Show Bakery & Pastry for the first time, answering demands from European and Asian associations and exhibitors as well as important Iranian visitors.

The cooperation between GHM and the world-leading trade fair iba is ideal for offering our exhibitors and visitors a top-class event in the fields of bakery, pastry and snack."

The next iran food + bev tec will take place in Teheran from 23 to 26 May 2017. In 2018, the international bakery, confectionery, and snack industry will gather together at iba in Munich from 15 to 20 September 2018.

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