Agri-Food Trade Service

ANUGA - Cologne, Germany

Held biennially in October, ANUGA is the largest food and beverage trade show in the world, alternating each year with SIAL Paris. The number of exhibiting companies at the 2011 show was 6,600 from 100 countries with 155,000 trade visitors from 180 countries.

Agriculture and Agri-Food Canada (AAFC) in collaboration with the Canadian Consulate in Düsseldorf managed all aspects of the Canada Pavilion at ANUGA, including one-on-one meetings with trade commissioners, a common lounge, telecommunication and meeting room facilities and a market debrief. AAFC is also conducting targeted research for Canadian exhibitors.

The 2011 Canada Pavilion was located in the Fine Food Hall and included 42 Canadian companies and associations. An additional 38 organizations exhibited in the Meat Hall under the Canada Pork International pavilion, in association with the Alberta Livestock and Meat Agency, and 2 other companies exhibited in the Drinks Hall.

Participants gave high marks to the Canada Pavilion for showcasing Canada as a world-class food and agriculture producer. 

Product innovation at ANUGA was strongest in the areas of convenience foods. Some growing market niches include Halal and Kosher food products, as well as vegetarian, health and functional food. The food processing sector is a source of product innovation; some notable examples included toaster burgers, bamboo tea, and chocolate fritters.