Shopping and Retail Magazine

22nd October 2013

As the first trade event of its kind in Africa, IFEA was held from 18-20 September at Sandton Convention Centre, exposing retail, hospitality, restaurant, catering and other buyers to the widest range of leading brands from over 18 countries around the world. 

Christopher McCuin, Event Director, Montgomery Africa says that feedback from both visitors and exhibitors has been extremely positive. “Many of our exhibitors have already reported a breakthrough number of leads from this show, and visitors have also commented on the diverse range of exhibitors, as well as the high quality of the event’s visitor attractions,” he adds. 

IFEA was declared open on 18 September by McCuin, who welcomed visitors, exhibitors and media to Africa’s most exciting new food and drink event. He was joined by Krysta Harden, Deputy Under Secretary from the United States Department of Agriculture (USDA), who announced that the USDA was proud to endorse IFEA, particularly in one of the most exciting economies in the world today. Stephen Bellingham, President of the SA Chefs Association said that the world has its eye on Africa and that this show represents an exciting new platform to launch new business opportunities. In addition, Michel Mellis, MD of Unilever Food Solutions SA, said that he believed South Africa and the opportunities it represents, may well drive the global economy.

“There’s been high demand for a truly professional food and drink event in Africa, which is dedicated solely to the trade market, for many years,” says McCuin, “IFEA has met this demand and delivered on both visitor and exhibitor expectations.”

“IFEA provided a direct path to sourcing food and beverage products and services for our delegates,” says McCuin. “At its inaugural show IFEA has proven this it is an essential, impactful, new and exciting food and drink event which provides delegates with the resources to deliver an enhanced consumer experience,” he adds. “IFEA will return from 5-7 November 2014 and with companies from around South Africa and new international pavilions already fighting for space on the floor plan, the future of IFEA looks tremendously bright indeed,” concludes McCuin.

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