Exporters gearing up for Anuga

Koelnmesse Entrance NorthNew Zealand’s meat exporters are among the throng gearing up to attend the huge biennial Anuga trade fair in Cologne, Germany in 11 days time (5-9 October).

As always, there is a big meat presence at this year’s fair – 800 suppliers from 50 countries in three halls of the exhibition. Anuga 2013 organisers are picking that traceability, animal welfare, halal and organic meat production are the themes in which buyers will be interested.

With over 150,000 trade visitors expected to pour through the doors over the five-day event, not only from Europe, but also from all over the world, including New Zealand’s other key markets, such as the Middle East, North Africa and North Asia, it’s a good opportunity for New Zealand suppliers to talk contracts with customers.

Representatives from most of New Zealand’s meat exporters are attending the show and New Zealand meat will be on display on various stands. Alliance Group has two sales representatives on their way there already (see below) and Silver Fern Farms’ has several staff going, including general manager marketing Sharon Angus. Among others going to the event are representatives from Beef + Lamb NZ Ltd  – including its new chair-elect James Parsons – and Deer Industry New Zealand’s new chief executive Dan Coup and manager venison marketing services Innes Moffatt, who says that five companies are displaying New Zealand venison as part of their meat offering.

First showing for full Pure South rangeAlliance at Anuga 2013

Alliance Group is one of the New Zealand meat exporters to have a presence at Anuga 2013, as it has done for the past 30 years. It is repeating its successful co-stand/stall arrangement with its key German importer Prime Meats (Hall 6.1, stand D010/EO11), advises general manager marketing Murray Brown.

It’s a “prime spot”, he says, adding that the fair is a very good meeting place for sales representatives – two are heading up there this year – to talk, primarily with existing customers, but also potential new clients and other contacts from all over the world, especially Europe and the Middle East.

For the first time, the company will have its full and newly refreshed Pure South brand on display.  All will be showcased in the new packaging in a refrigerated cabinet, with chilled venison and beef cuts joining lamb in the packaged range of high-value cuts which include frenched racks, boneless loins, boneless legs and shoulders. Alliance is targeting foodservice, retail and also wholesale customers, but there will be a balance for all sectors on show.

The European market has been very difficult over the past year, says Brown, but Northern Europe and France are starting to make a moderate improvement and there is more interest being shown. Volumes of exports to Europe have been down in general but Germany has “held on”, he says, as has the UK “which is still an important market for New Zealand.”


Anuga 2013 will be opened on 5 October by Günther Oettinger, member of the European Commission and Commissioner for Energy and Dr Werner Hoyer, president of the European Investment Bank. The Mayor of the City of Cologne, Jürgen Roters, will welcome the high-ranking guests at the opening ceremony and the President of the Federal Association of the German Grocery Retail Trade, Friedhelm Dornseifer and the chairman of the Federation of German Food and Drink Industries, Dr Wolfgang Ingold will address the participants.

Sausage products are on show in Hall 5.2, sausage products and red meat in Hall 6 and red meat in Hall 9. There is a ‘Meat Essential’ event that will start at 6.30pm in the Rheinsaal of the Congress Centrum Nord, which presents “an excellent opportunity to meet and talk with colleagues, suppliers and buyers at the international level,” say the organisers. For more information click here.

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