Meet Attraction is the international event for operators in the meat sector. «The show has established itself as the largest business platform and the only monographic fair dedicated to the fourth industrial sector in Spain, which generates a business of more than 31,000 million euros. A figure that places the meat sector in first place in the entire Spanish food industry,” as stated by the organization.
Held in Madrid between March 8 and 10, this year it hosted its fourth edition. As happened with other professional events, last year it was forced to cancel the meeting. Perhaps this fact led to the good pace of participation requests received from professionals. In total about 600 companies, thirteen of which were from Extremadura, with exhibitors of fresh meat, hams, sausages and other processed pork, sheep and poultry meats; sauces and condiments such as paprika or other similar products; machinery and equipment for the meat industry, as well as technologies applied to livestock farming.
On this occasion the regional presence has a peculiarity, they have all decided to go through the group participation proposed by Extremadura Avante, of the Board. Iñaki Martín, commercial director of Ibéricos Dehesa del Conde, one of the companies that have been at this monographic event, agrees with this. “The expenses are divided among everyone and this offers us cost savings that allows us to go to a greater number of professional events.” From Extremadura Avante add that “in addition to financial support they also offer personalized advice before, during and after the celebration”, a fact that is welcomed, especially in companies that are attending for the first time or in smaller ones, which can have fewer experienced personnel in some aspects that go beyond the purely commercial.
This monographic fair has managed to bring together around 9,000 national and international visitors
Regarding the number of exhibiting brands, thirteen may seem like a low number if you take into account the number of existing companies in the region, but “it is the normal number for this fair because it is not very large,” highlights Martín. “This is average considering that it is a specific fair for the meat sector,” Avante says from Extremadura. Although there is not much attendance compared to large events like Alimentaria, 9,000 in one compared to 100,000 in others. “This figure – 9,000 – means maintaining the data with respect to the previous year, and a great achievement in the face of the situation of uncertainty that has been experienced in recent months,” they quote from the organization.
What stands out, however, is the quality of the public. “Everyone who comes to Meet Attraction are professionals who go to work and are really interested in what is offered at the fair, which is why we usually find it quite interesting,” highlights the commercial director of Dehesa del Conde. In addition to products made from Iberian meat, companies related to the sale of fresh meat were also present, such as EA Group, which had two stands, one for the organic lamb company with its brand Cordero Organic, SL; and another related to export. “In Extremadura we are the great lamb export power and attending this monographic show was very interesting because it helped us establish international contacts for both the sheep cooperative and us,” explains Raúl Muñiz, technical director of the IGP Corderex. Extremadura lamb is looking for new marketing channels and countries to expand its market, so its presence at Meet Attraction was almost obligatory.
There are quite a few national and international distributors, chain and restaurant purchasing managers, and end customers who work with Iberian products, such as butchers. According to data provided by the organization, this edition “has attracted large importers and international traders in the meat industry. Of the total visitors, 11% are registered in the international segment, with professionals from 48 countries. Specifically, the most numerous were from Europe, especially those arriving from Portugal, Italy, France and the United Kingdom, to which were added buyers from Mexico, Peru, Colombia, Japan, Canada, the United Arab Emirates, Vietnam and South Korea, among others. others. 70% of international visitors have been from the EU, 9% from the Asia and Pacific area, 13% from Latin America and 3.1% from the Middle East.
“At fairs it is always difficult to know exactly what exact return is obtained,” explains the commercial director. Apart from the operations that can be carried out, the brand image is more complicated to assess. “We serve loyal clients who like their brand to be represented at reference fairs,” concludes Iñaki Martín.
This meat fair has ended, but Extremaduran companies already have everything prepared to be present both at Alimentaria, which begins on Monday in Barcelona, and at the Gourmet Hall, which will take place at the end of the month in Madrid. Although various aspects must be analyzed when attending professional events, being present does not make it less important because the fact that a brand is represented penetrates the buyer’s unconscious. And that is always good, especially now that the end customer receives so many impacts from brands.